CHAPTER 6

La Cultura: Culturally Based Leadership

LATINOS ARE A RICH culture of synthesis and fusion. With such a colorful array of fiesta-loving, family-centered, hard-working, tamale- and salsa-eating Latinos, one might wonder, what could possibly keep this sundry group together? What are the connecting points that give a shared identity to this camaraderie?

Much like the Jewish community, Latinos are an ethnic and cultural group. Latinos are bound together by the Spanish language, a shared history, a spiritual tradition, and common values that stem from both their Spanish and their indigenous roots. Cultural values are fastening points—the nucleus—shaping a collective identity from the many ingredients of the delectable Latino familia. As Arturo Vargas, president of the National Association of Latino Appointed and Elected Officials, observes, “I’ve met Latinos all over the country, and diverse as Latinos are, there’s a set of core values we hold. It’s about family, and the face of their children, and the face of the future. There’s a level of optimism and a sense of community.”

This chapter highlights seven key values: familia, a simpático (easy to get along with) demeanor, generosity, respect, honesty, hard work, and service to others. The central value of faith is explored in chapter 12.

These deeply intertwined values form the substance of Latino leadership. Former Congresswoman Hilda Solis notes, “My leadership is based on my upbringing, cultural values, ethics, and what I was taught as a young child.”

Values, explains Burt Nanus in Visionary Leadership, shape our assumptions about the future, provide the context in which issues and goals are identified, and set standards for people’s behavior and actions.¹ Values also define the range of people’s choices, identify what is good and desirable, and give form to a society’s culture. Since Latinos are a cultural and ethnic group and not a race, common values are the fabric that holds them together.

La Familia—A We Orientation

TRADITIONALLY IN SPAIN, LARGE extended familias lived in the same community for generations and relied on each other for their daily essentials and for special needs. Likewise, in Indian cultures today, as with previous generations, the tribe takes care of its members, land is held in common, and everyone is seen as related. The Aztec civilization was organized into small family groups who governed themselves and worked together as a unit. Thus, the many roots that nourished the Latino tradition had strong family ties and community bonds that provided support and assistance.

These ancestral connections anchor a We, or collective, orientation. We cultures have been on the earth for a very long time. Tightly woven, stable, and integrated, We cultures center on group welfare, interdependency, and cooperation. The family, community, or tribe takes precedence; individual identity flows from the collective. People work for group success before personal gain or credit.² It is no wonder that Latinos cherish belonging, mutual benefit, and reciprocity.

We cultures revolve around people-centered values. For Latinos, these include generosity, being of service, and respecting others. To keep relationships strong (the fabric of We cultures), Latinos strive for unity, harmony, and smooth and pleasant social interactions. They like politeness and good manners.

The We orientation is evident in the familia, which is not exclusively bonded by blood or legal relationships, but broadly refers to a group with a special affinity for each other. The familia is e-l-a-s-t-i-c and expands to include padrinos or madrinas as godparents at baptisms, weddings, confirmations, and other special events. Tíos and tías are honorary aunts and uncles and close family friends. Primos, or cousins, include anyone who is even vaguely (and sometimes mysteriously) connected to your family. Ask who someone is that you don’t know at a family reunion, and a common response is “Es tu primo.” And this is accepted.

Then, again, while you’re simply walking down the street with a close friend, another person might suddenly be introduced as a compadre or comadre, indicating that he or she is part of the family. This goes unquestioned as family connections are elaborate and expansive, reflecting the Latino bienvenido, or welcoming spirit, with long-term friends who are considered relatives. I just became a tía abuela—a “grandmother aunt” to my goddaughter’s baby. I always like to add that these relationships imply responsibility, meaning you are expected to assist when a need arises, which can range from contributing to weddings and special occasions to providing emotional support during stressful times. The tradition of open and inclusive family relations is the foundation for people becoming Latino by affinity, which is discussed in our final chapter.

As we shall see, Latino leadership reflects this We, or other-centered, orientation.

Hispanic Value: Simpático—Being Congenial

¡QUE SIMPÁTICO! IS A prized Latino compliment. It means that people think you are likable, easy to get along with, and charming. Having smooth and pleasant social relationships is of biblical importance to Latinos, who tend to acquiesce to the wishes of others in order to be seen as congenial. Being respectful and courteous, making small talk, and taking a personal interest in people are ways to be simpático—coveted traits in a people-come-first culture.

When Latinos enter a room, for instance, the polite thing for them to do is to say hello to each person, and to inquire how that person is doing, and to ask about his or her familia. When leaving, Latinos make the rounds again, this time expressing how good it was to see everyone and requesting “permission” to leave. (“Con permiso”—with your permission—is used to make an exit.) “Relationships take time” could be a Latino mantra. At some events every person in the room has to be recognized and thanked, which means things can go on and on and on. This is when the observance of LST, or Latino Standard Time (time that revolves around connecting with people and not just getting things done), tests your good manners.

In surveys Latinos respond that they tend to carry out socially desirable actions and attitudes.³ A person who is bien educado, for instance, acts correctly toward others, is polite and gracious, and takes people’s feelings into consideration. The literal translation of bien educado would be “well educated.” However, for Latinos bien educado means a person was raised right! How a person treats others is more important in garnering respect than the number of university degrees, amount of money, achievements, or status symbols a person has attained.

People who are simpático are usually good at recognizing and complimenting special traits and contributions.⁴ Latinos call this echando flores—literally, giving people flowers. Verbal flores express gratitude and celebrate a person’s achievements. This tendency will be addressed in more depth in the leadership dynamic gozar la vida—leadership that celebrates life. The genuine affection Latinos show toward one another helped sustained them through centuries of living in a society that undervalued their contributions or misunderstood their cultural effusiveness. Acknowledging people’s good qualities and accomplishments is an essential ability for Latino leaders.

Hispanic Value: Generosity and Sharing

MY SISTER MARGARITA WAS raised in Nicaragua and was culturally more traditional (or less assimilated) than I. When I was in my thirties, she was visiting when my next-door neighbor dropped by. He casually admired a poncho hanging on the wall. “Thank you,” I smiled remembering its origins. “It’s handwoven, and I got it in Chile.” When he left, my sister scolded me, “Have you forgotten everything you were taught? You were supposed to give him that poncho!”

This jostled my memory, and I flashed back to a fiesta I attended a few years earlier when Margarita lived in Guatemala. The hostess flung open the door and gave me a big abrazo (even though I had never met her and hadn’t really been invited). “What beautiful gold earrings,” I gasped, somewhat stunned at her generous welcoming. “Here, you must have them—they’re yours,” she said as she smiled, took them off, and handed me the treasured gift without a moment’s hesitation.

The Latino saying Mi casa es su casa is the first commandment of generosity. It encapsulates the joy in sharing and implies “What I have is also yours.” In collectivist cultures, possessions are more fluid and communal. People take pleasure in giving things away. Generosity, however, is not just a two-way street; it is a busy intersection where everybody meets. A good illustration is the way strangers are always made to feel welcome. One can rest assured that this kindness will come back to you. Even though a particular individual may never be able to reciprocate, someone else will surely return the kindness one day.

Latino fiestas are a testament to collective hospitality. All who attend bring gifts, flowers, food, wine, and special treats to share. Many times when I have a social gathering, it is something akin to the parable of the loaves and fishes in the New Testament. Everyone contributes, and the food keeps coming—there is more to eat and drink at the end of the fiesta than at the beginning. For weddings, graduations, and special celebrations there is the tradition of being a madrino/a (“sponsor”) and offering to pay for the photographer, banda (band), cake, or bar. At Mexican weddings people pin money on the bride’s dress or pay to dance with the bride or groom. What fun as one guest after another steps onto the dance floor for a short twirl that contributes to the cost of the celebration!

In traditional families, it can be embarrassing to “have more” or to advance ahead of the group. Having more means a greater responsibility to share more (which is not a burden but a task undertaken with grace and kindness). When my brother John became a successful music executive, he was the go-to person when a family member had a special need, such as money for school or for travel expenses to attend a family reunion. Cooperation, sharing resources, and helping others keep ties solid. Learning to navigate such requests is part of the leader’s role.

Generosity is the glue that holds We cultures together. Mutuality ensures that people continuously give to each other and everyone is taken care of. Almost unanimously across collective cultures, it is understood that the accumulation of vast wealth and power by a few hinders the well-being of the community as a whole. People taking more than their share and the sharp accumulation of money by some at the expense of others rips apart the community fiber. For this reason true wealth is defined as being able to give to others.

Unless one has experienced contagious Latino generosity, people from individualistic cultures may find it difficult to understand or to aspire to this level of sharing. From a We perspective, since the self emerges from the collective, generosity toward others is actually giving to oneself.

Latino Value: Respeto—Showing Respect

LATINOS BELIEVE EVERYONE SHOULD be treated with dignity and courtesy, regardless of wealth or status. The belief that every person has inherent worth resonates with their people-come-first values and was discussed in the section on personalismo. Prolific movie director Moctesuma Esparza, whose credits include The Milagro Beanfield War, recalls, “Along with respecting elders, a quality my father had that he passed to me was to treat everyone the same, that is, with respect, no matter what their station in life was, no matter whether they were a president, a rich person, a farm worker, a dishwasher, or anyone else.”⁵

While everyone is respected, being looked up to depends on how a person lives, acts, and treats others. Living respectfully means cherishing family, showing gratitude, and honoring cultural traditions. Latinos show respect through their body language, tone of voice, deference, and apologies and explanations (even when not really warranted). Of course all this is interwoven with behaving courteously, offering profuse thanks, and complimenting people. Being respectful also means being open to differing opinions. Mutual respect fosters harmonious relationships, cooperation, and reciprocal support.

Respect is even more important with elders. Since Latinos value real-life learning, hands-on experience, and self-mastery, the wise elder has a wealth of knowledge to share. Latinos also show deference toward people in positions of authority, such as doctors, priests, teachers, and leaders. They respect a person’s title, contributions, education, or authority.⁶ Paradoxically, people in positions of power must not assume airs or act as though they are better than others, or they will lose this respect. Plumbers, electricians, bricklayers, gardeners, and people in many trades are respected as well. Someone who is good at a craft or profession is called maestro, indicating he or she is eminently skilled at their craft. The beautiful work many Latinos laborers and tradespeople do is indicative of the pride they take in being maestros.

Latinos may communicate indirectly and circuitously if it will spare a person’s feelings. Again this is somewhat paradoxical since honesty has such a high value, but in this case courtesy has a higher one. Ask a Latino for directions, and of course he will try to help. You are probably going to get into a conversation even if he doesn’t have a clue where you are going. Taking time to be friendly and maintaining congenial relationships is the best way to ensure that Latinos will participate, be committed, and give well-thought-out honest responses. These are building blocks for people-oriented leadership.

Hispanic Value: Ser Honesto—Being Honest

LATINOS HONOR THE ORAL tradition. Agreements made verbally were considered just as binding as legal documents. Traditionally, Latinos did not rely on lawyers or contracts to make agreements or do business—a word and a handshake were sufficient. This worked because people usually knew each other or had mutual acquaintances. As Carlos Orta has observed, even today, “Latinos have to get to know a person and trust them before they can do business with them. Latinos don’t do business from a transactional perspective, but from a relational one.”

When buying a service or making an agreement to purchase something, Latinos will routinely not ask for the money or talk upfront about how much something costs. This is a compliment that reflects trust in the person’s fairness and in the unspoken but binding agreement that they will keep their word. It is also a cultural test—to determine whether this person is honest and someone to befriend. (Of course, in the end, setting a fair price becomes part of the conversation and people strive to make sure everyone feels good about the exchange.)

The phrase hombre de palabra—a man of his word—is like the Latino Good Housekeeping Seal. Keeping one’s word is a value upheld in many cultures and is certainly an indispensable leadership trait. But in We-centered cultures, the threads holding relationships together would unravel if people did not keep their word. People’s survival depended on each other, and keeping commitments was essential.

Honesty or being truthful has been identified as the single most important ingredient determining a leader’s credibility because it engenders trust.⁷ The bankers letting their greed precipitate the housing and banking crises, politicians breaking their promises, corporate executives not accurately disclosing a company’s finances, all indicate that many leaders today simply do not tell the truth. Raul Yzaguirre characterizes honesty as aligning words with action: “There are a lot of inconsistencies with leaders today who articulate American values but don’t live them. Latinos are living their values every day. As a culture we believe that you do what you say you are going to do.”

Hispanic Value: Trabajar—Contributing through Work

EVEN THOUGH A GROWING number of Latinos are now middle class, historically most families, like mine, were working class. Even today 70 percent remain in working-class jobs.⁸ This is in part because immigrants often start at the bottom of the economic ladder.

Latinos continue doing all kinds of tedious jobs—putting on a roof in the searing summer sun, cutting lawns, digging ditches, cleaning hotel rooms, cooking, and serving food. Many times, they might be listening to a radio blasting salsa or Mexican ranchera music, having noisy conversations, ribbing each other, or even singing a Spanish tune. What is it about Latinos that enables them to take jobs that people in other cultures might find “beneath” them and to be happy and singing while doing these menial and sometimes physically difficult tasks?

In a collective culture, where We is more important than I, work is not just a person’s livelihood; it is a way to take care of the familia. Since familia is the highest value and concern, work has meaning and dignity. A person will do what he has to do. “As long as I can feed my familia, I feel good about myself. I am honorable.” Perhaps for this reason Latinos have an impeccable work ethic, which translates into the highest participation of any group in the labor market.⁹ Work is not “just a job”; it is a way to contribute to others. Latinos believe in the rewards of hard work. More than eight in ten—including 80 percent of Latino youths and 86 percent of Latinos twenty-six and older—say that most people can get ahead in life if they work hard.¹⁰

Latinos have traditionally not been part of the elite class: they have not attained benefits, reaped rewards, or assumed privileges they did not earn. They have gotten ahead through their own efforts.

Since sharing and generosity are cultural touchstones, work is also a way to pitch in, making a person a contributor and a valued part of the group. Everyone helps the family and community thrive! At a deeper level, everyone doing their share signifies that we all have something to contribute. This reinforces the Latino sense of equality—no one is better than anyone else and everyone deserves respect. The Leader as Equal discussed in chapter 8 is founded on this belief.

The dicho Los que no trabajan no comen (Those who don’t work, don’t eat) underscores that everyone has the responsibility to work and to give of one’s efforts. Taking advantage of others by freeloading or not doing one’s share runs contrary to helping others. Doing a good job is also the main way to contribute to one’s employer. This connects to Latino generosity—what better way to share than to do one’s work with gusto—to give it your best shot!

Hispanic Value: Serving and Helping Others

THE VALUES DESCRIBED ABOVE converge into cultural directives that spell out how people should relate to and treat one another. The essence of We cultures is to emphasize the collective well-being—taking care of each other seals this bond.

This is evident when first meeting a Mexican American, who might say, “a sus ordenes” (at your service) when meeting or greeting a person. When a request is made, a Latino might reply, “para servirle” (I am here to serve and help you and do what you request). An even more direct response when someone asks for something is “mande.” Mande literally means “tell me what you want me to do.” The cultural translation is “I will do it if I can.” And if the person is simpática, it means, “If this will make you contento (happy), I will try my best.”

These traditional responses are deeply rooted in the Latino indigenous background and create a collective spirit where people “serve” one another. Consider that the Nahuatl language of the Indians in México had no concept for the word I. Their sense of relatedness and helping others was the basis of their worldview. So too, the Golden Rule of the Maya, In Lak’ech, signifies “You are in me and I am in you.” This saying reflected their belief that human beings are one people and what one does to another affects oneself.¹¹

Serving is intricately linked to generosity, group benefit, and reciprocity. People understand that what they give to others will certainly come back to them. While it is not tit for tat, and people do not expect anything in return, they know that the cultural agreement is to help one another. Cyclical reciprocity means what you give will eventually circle back to you and by sharing, everyone will have enough.

In We cultures relationships always imply responsibility toward others. This engenders a sense of duty about serving others and is evident in the work ethic described above. Service is the nucleus around which Latino leadership revolves. Anna Escobedo Cabral has seen this tendency in her extensive work with Latino leaders: “Our ultimate motivation is a concern for the people we serve.”

Leadership Flows from the Culture

TO RECAP THE VALUES discussed above: treating people like familia, being generous, having respeto for everyone regardless of status or position, always keeping one’s word, and being of service are the pillars of Latino leadership. By being simpático, friendly, and accessible, respected leaders become part of the extended family. Keeping positive and congenial relationships is the best approach to ensure that Latinos will work hand in hand with the leader. The bond between leaders and their people has been a motivating force keeping the community together through generations of struggle and challenge.

¡Ándale!—Moving Forward

I HOPE YOU HAVE ENJOYED our foray into the Latino culture, but keep in mind we are a people in evolution. As a fusion people made up of many races and cultures, and one that was included only from the 1980 census on, Latinos are still forging their collective identity. Chapter 7 begins with the designation of Hispanics as an official category in the US census. Interesting, this only added fuel to the ongoing discussion about race and ethnicity both within the Hispanic community and in the nation as well. We will learn how this designation opened the door for greater inclusiveness for both Latinos and non-Latinos.

Latino diversity is also evident in the way they embrace many generations. A Latino event or gathering will have a mélange of niños (children), elders, budding teenagers, and adults from every period of life. Likewise, leadership reflects an intergenerational approach. This underscores the broad spectrum of Latino demographics as the youngest group in America, a significant segment of the baby boomers, one-fifth of the Millennial generation (born between 1979 and 2000), and an emerging educated middle class.¹²