Picture this: 1993, North Carolina. The entire state has just 56,000 Latinos. No Spanish TV. Barely any radio. Zero newspapers. Lisette Cruz-Watka moves from Los Angeles to a one-bedroom apartment in Chapel Hill and thinks, "Well, I know a little bit about newspapers and PR, why not start one?" Thirty years later, North Carolina's Latino population has exploded to 1.1 million, and the infrastructure Lisette built from the state's first Spanish-language newspaper to the Latino Diamante Awards is still creating pathways for an entire community.
Why This Matters Now:
North Carolina wasn't a border state. It didn't have established Latino enclaves. When Lisette arrived, Latino residents couldn't even identify themselves on voting ballots. The work she did in the 1990s wasn't just about creating media. It was about creating visibility, safety, and economic access. From writing the state's first Hispanic Heritage Month proclamation to helping secure Spanish DMV tests and banking access for people without traditional IDs, Lisette proved that when you build infrastructure, communities can thrive. Her story shows what's possible when someone spots what's missing and simply says, "Sure, why not?"
Key Insights:The Power of One Newspaper
When Lisette launched North Carolina's first Spanish-language newspaper from her dining room table, she wasn't just distributing information—she was creating a sense of "oh, I'm here too." People started coming out of the woodwork. The newspaper circulated statewide, connecting isolated pockets of Latino families and creating the foundation for organized community action.
Being in the Room Changes Everything
"If you're not in the room, nobody's gonna take it under consideration." Lisette served on 10 boards simultaneously—not for power, but for representation. Her strategy? Serve one term, then hand it off: "Hey, I have somebody for you." She built pipelines of Latino leadership rather than monuments to herself.
The 1990s Policy Wins That Changed Lives
The cohesive Latino community of the '90s accomplished massive policy changes: Spanish DMV tests, driver's licenses for immigrants, banking access, and official state recognition. These weren't symbolic—they were practical tools that made daily life safer. When people had IDs, banks could serve them. When banks served them, they stopped being robbery targets for keeping cash in mattresses.
"Sure, Why Not?" as a Life Philosophy
From television work to talent scouting to launching festivals to connecting Univision with a station purchase—Lisette's career was built on saying yes to opportunities that aligned with her values. "What's the worst that can happen?" She didn't pursue the limelight; she just did whatever work needed doing.
Representation On Screen Opens Doors
When Lisette created "Lisette Invita," an English-language cooking show featuring Latino cuisine, she was filling a gap she noticed: "I wasn't seeing anybody that looked like me on HGTV or Food Network." Now movie stars are doing her show concept. But she got there first because she understood: if you don't see yourself on screen, you can't imagine yourself in those spaces.
Build Things That Outlast You
The Latino Diamante Awards have been recognizing Latino leaders for 30 years, one of the longest-standing Latino award programs in the country. Lisette created it to connect isolated community members across the state: "Let's recognize Maria for the great work she's doing in the mountains, which in the Triangle, people would not know about." It worked because it was about the community, not about her.
Making It Work:
Start Where You Are
Lisette launched a statewide newspaper from a one-bedroom apartment while her husband was in grad school. She was a trailing spouse with PR experience and an idea. You don't need perfect circumstances. You need to see what's missing and take step one.
Embrace "Sure, Why Not?"
Hurricane Fran hit, and Univision asked Lisette to go on air. She wasn't pursuing a broadcast career, but she said sure. That launched her entire on-air presence. Most of her opportunities came from being willing to try things that aligned with her values.
Build Pipelines, Not Empires
Serve your board term, then say "I have somebody for you." Start the awards program, then hand leadership to others. Launch the newspaper, then sell it to someone who can take it further. Your legacy isn't about holding onto things—it's about what keeps going after you step back.
Turn Rejection Into Redirection
When Lisette couldn't raise money to buy a TV station, she connected Univision with the opportunity instead. Sometimes the doors that close are protecting you from the wrong path while opening better ones.
Connect People Constantly
Lisette traveled North Carolina distributing newspapers and kept thinking, "This person in the mountains is doing work just like this person in the Triangle, they should know each other." That connector instinct built a movement, not just a business.
Document the Journey
Lisette is now working on a historical observation book about her decades in North Carolina. The infrastructure-building she did was history in the making. If you're doing significant work, document it so that others will need the roadmap.
CHANGE THE REEL with Piper and Monique
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Executive Producers: Monique Velasquez and Piper Kessler
Producer: Arielle Morten
Director/Editor: Simon Beery/Meredith Sause
Copyright 2026 Monique & Piper
