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America has an urgent need for Latino and Latina executives. This book identifies a path to uplift and amplify their representation in leadership.

Latinos and Latinas will account for a third of our workforce by 2050—yet they make up only 5 percent of senior roles in corporate America. Dr. Robert Rodriguez and Andrés T. Tapia call this low percentage of Latino and Latina corporate executives today the “5 percent Shame.” 

Inspired by Price M. Cobbs's seminal work on the secrets of successful Black leaders, this book seeks to understand the impact on Latinos and Latinas of the external forces of conscious and unconscious biases and of the internal forces of whether to assimilate or double down on their cultural identities in their quest to get ahead.

The second edition features a new foreword by Henry Cisneros, former secretary of the Department of Housing and Urban Development, as well as updated statistics and graphs to represent how America's career landscape for Latinos has and has not changed and how to ensure Latinos can rise to their fullest potential.

Using insights from in-depth interviews with twenty highly successful boomer Latino and Latina executives and focus groups with dozens of Gen X and millennial leaders, the authors have captured lessons about how these individuals chose their career paths, addressed challenges, and seized opportunities. The discussions are interpreted through the lenses of the authors' different personal experiences as Latino leaders in corporate America and synthesized as a guide for future leaders.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. Contents
  6. Foreword
  7. Why a Second Edition of Auténtico?
  8. Reader Note
  9. Introduction
  10. Part 1. Outer Forces: The Challenge of Being Latino in Corporate America
  11. Chapter 1. The Myths of Meritocracy and Color-Blind Corporate Cultures
    1. Meritocracy Design
    2. Meritocracy Illusion
    3. The 5 Percent Shame
    4. Conscious and Unconscious Bias
    5. The Shadow of Anti-Immigration Walls
    6. Latino Response
  12. Chapter 2. Identity Crisis: Assimilate, Opt Out, or Double Down?
    1. The Unapologetic Latino
    2. The Equivocal Latino
    3. The Retro Latino
    4. The Invisible Latino
  13. Chapter 3. Intra-Latino Divides: Truth or Consequences
    1. Nationalistic Divides
    2. Socioeconomic Divides
    3. Racial Divides
    4. Spanish-Language and Accent Divides
    5. Grew Up in Latin America versus Grew Up in the U.S.
    6. Overcoming the Divides
    7. The Power of an Integrated Cultural Identity
  14. Chapter 4. Culture Clash: Can Corporate and Latino Cultures Be Reconciled?
    1. Latino Cultural Preferences and How They Compare to Corporate Culture
    2. Locus of Control: God Helps Those Who Help Themselves versus Si Dios Quiere (God Willing)
    3. Ascribing Status: Hierarchy versus Egalitarianism
    4. Identity: I versus We
    5. Process: Follow the Rules versus Go with the Flow
    6. Time Management: Clock- versus Event-Oriented
    7. Managing Emotions: Stiff Upper Lip versus Pura Vida
    8. Hired for Differences but Told to Assimilate
  15. Part 2. Inner Forces: Successful Strategies of Latino Executives
  16. Chapter 5. Reaching Outward: Education at All Costs
    1. Latino Educational Achievement Trends
    2. Attitudes About Education
    3. The Many Roads to the College Experience
    4. Education as the Great Equalizer
    5. Unintended Consequence: Education as an Unequalizer
  17. Chapter 6. How to Be: Three Key Traits of Transformational Leaders
    1. Embrace Ambition as Honorable
    2. Risk-Taking as a Catalyst for Growth and Getting Noticed
    3. Deeply Valuing Relationships
    4. From Being to Doing
  18. Chapter 7. What to Do: Three Key Competencies of Transformational Leaders
    1. Political Savvy About Corporate Culture
    2. Ability to Establish and Shape Your Leadership Style
    3. Giving Back to the Community
    4. Purpose-Driven Leadership
  19. Chapter 8. Power Ambivalence: The Achilles Heel
    1. Compare and Contrast, a Case Study: African-American Executives and Power
    2. Latinos Must Forge Their Own Path to Greater Power
    3. Latino Cultural Assets as Power Differentiators
    4. The Latino Collective Can Ground Our Relationship to Power
  20. Chapter 9. The Next Generation of Latino Leaders: Latinx Learns, Challenges, and Rises
    1. Latinx Assets
    2. Latinx Liabilities
    3. The Way Forward for Latinx
  21. Conclusion: Without More Latino Leaders, Companies Will Suffer
    1. What Government Needs to Do
    2. What Universities Need to Do
    3. What Not-for-Profits Need to Do
    4. What Corporations Need to Do
    5. The Legacy of Today’s Latino Executives
  22. The Latino Executive Manifesto
    1. Latino Executive Manifesto Leaders
    2. Survey Results
  23. Notes
  24. Bibliography
  25. Acknowledgments
  26. Index
  27. About the Authors
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