At a time when entrepreneurship is at its peak, Susie Jaramillo is proving that Latino cultural, bilingualism, and multiculturalism share an important role in today’s American business climate.

Susie got an in-person experience between the disconnect of corporate America and the Latino consumer when she was a co-founder of a marketing and ad agency. She discovered that the Latino market is underserved. Corporate America doesn’t understand us; they don’t know who we are. It was an eye-opening experience that would prove indispensable for Susie.

The theme of disconnect between corporate America and the Latino consumer continued to follow Susie as she was about to have a baby. She couldn’t find infant products or content that would help her celebrate her Latino culture with her newborn. She then had an entrepreneurial moment: bring Latino content, product, and representation to the infant market. Canticos, the first brand of Encantos, was created.

Susie quickly knew she had a product when Canticos was quickly winning accolades. Since then, Encantos has collaborated with Nick Jr, Target sells their books, they have been nominated for an Emmy, and Latino celebrities praise them on social media. Encantos is growing so much that Susie and her team have gone beyond Latino: Encantos not only serves the Latino market but also the multicultural market. Encantos is the example of the new normal for an entertainment company.

Listening and understanding Susie’s journey teaches us that there are massive opportunities in the Latino, bilingual, and multicultural markets. This is a Latino entrepreneurial dream. As Susie mentions in the podcast: there has never been a better time to be a Latino.

Listen carefully to Susie’s passion and love for her company and for her product through her words. If you can feel the same about your future company, product, or career, there is no doubt you will have a meaningful life.

 

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