The Americano Dream: How Latinos Can Achieve Success in Business and in Life

Lionel Sosa's extraordinary achievements in advertising have made his San Antonio-based firm the leading consultant to Anglo corporations looking to break into the multicultural market. Now he turns the tables, showing Latinos how to market themselves to a wider base of American business cultures. Sosa draws on his own experiences as well as those of other successful Latino politicians, entertainers, sports stars, and business people to illustrate the obstacles that Latinos must overcome and the power of their heritage. By showing in detail how Latinos can compete and win in American society, The Americano Dream is unique in the marketplace, and will quickly become the business bible for a new generation of Latino entrepreneurs.