Go to the "about" web page for US Hispanic Chamber of Commerce (USHCC).
There, Chief Executive Officer and President, Javier Palomarez, delivers a single unambiguous message. That's this: The USHCC is all about business. More specifically, the success of the more than 4 million Hispanic enterprises.
The platform for the USHCC messaging is entrepreneurship.
Even if Hispanics don't want to start a business, their mindset has to be that of a Chief Marketing Officer (CMO). They are totally responsible for how they put themselves out there in the global economy. The game is about selling products, services, and oneself. Do that right and the domestic and international marketplaces become opportunities not threats. Palomarez's background is corporate marketing and sales.
USHCC equips the CMOs with the tools needed. Those include partnerships with the Fortune 500, training in procuring government contracts, tutorials for funding, national, state and local lobbying, and an influential presence in media.
Sure, lots of other entrepreneurs and individual go-getters have those same tools. The magic is happening because those tools are being leveraged by those who still might be considered the underdog.
That unique voodoo characterized the Chrysler turnaround led by Lee Iacocca. We marketing and public relations folks positioned and packaged the almost-bankrupt corporation as the "feisty underdog." The rest is history. America wanted to make Iacocca president.
The feisty USHCC leaders seem to be geniuses in messaging. On Facebook. for example, Senior Vice President of Corporate Affairs, Gissel Gazek Nicholas, seamlessly weaves news of USHCC developments with the activities of the next generation of Hispanics. Those include her two sons, Charles and Alex. During the Chrysler turnaround we had a similar intuitive feel for how to maximize engagement.