20 Years as a Latina Entrepreneur: 20 Bites of Wisdom

From clueless to confident. I learned how to fully own who I am while scaling a successful biz. Here’s how you can too.

(Left: first photo as an entrepreneur taken in May 2002. Right: Photo taken in May 2022.)

Back in 1994, I was a 30-year-old single mother in Nashville, Tennessee without a clue what Honky-tonks were, much less point someone in the direction of Tootsies (and had a Colombian accent to boot!). Six years later, I was still a single mother, but now enjoying Nashville and my job—until my boss called me into his office and kindly told me my position had been eliminated. Yes, eliminated. Curiously, I felt my soul sigh in relief. 

The last six years in Nashville taught me to transition, acculturate, and think outside of myself, my comfort zone, and my culture zone. But I soon found out that was only the beginning of my story. I had gone from a young single mother of a toddler, who knew a handful of folks in the city and only how to get to my office and the daycare, to a strong hardworking woman with grit and tenacity. I knew I would have to flex those skills, along with adaptability and flexibility, once again. 

So, as a 38-year-old single mother with a 12-year-old son, no job, and absolutely zero plan in place, I did what any other Latina would do: I called my mom. 

Here’s the thing: you do NOT call my mother for a pity party. She immediately said, “Praise God! Let’s see what He has in store for you now.” All the doors were open for me, I realized. I could do whatever I wanted. This was confirmed by my friend, who casually said in the middle of ironing her clothes, “This is a platform where you’re going to take off someplace else.” 

Talk about a mindshift. (Which we all know is generally accompanied by a mental slap to the brain—cue lesson #16 below.) 

Instead of spiraling into a dark rabbithole that not even Alice would jump into, I decided I never wanted to feel like someone else had my destiny in their hands again. My mother was right (as mothers like to remind us)—all I knew was that deciding to be an entrepreneur would be the equivalent of Elizabeth Gilbert’s Eat, Pray, Love moment. 

But what happens exactly when you decide to be “an entrepreneur”? I sure didn’t know where to begin (I didn’t even realize I’d have to pay my own taxes!), especially twenty years ago when entrepreneurship was a far-off concept, and support was rare, particularly for foreign-born immigrants like me. 

Was it instantaneous elation and freedom? To be frank, no. I felt like a child starting from scratch, having to see everything with fresh eyes. Feelings of loneliness, frustration and cluelessness crept in—emotions any entrepreneur can relate to. 

Whether you believe in destiny or not, the Universe, as Paulo Coelho’s The Alchemist would say, conspired in my favor. Although it looked like a far cry from a blessing to me, I had to see where this new light might take me. 

In honor of my 20 years of figuring out this entrepreneurship world and being my own powerful supporter and boss (I like to think I age like Angelina Jolie)—and as an excuse to pop open a luxurious bottle of bubbly—I’ve created this virtual garden party and written what has helped me blossom into the bold Latina entrepreneur I am today. Hopefully, you’ll laugh along with me, or nod your head in profound solidarity, or even help you find your own version of becoming a badass business owner.

Pssst. Definitely check out #s 7, 15, and 19—they just might shift your whole mind!

1. Always prepare to support yourself on your own. 

The rug can be pulled away from you at any time, and most often when you least expect it. Learn the art of self-reliance, and embrace it generously. 

2. Have fun while you grow (also known as aging).

Hot take: getting older is an enriching experience that should be celebrated (especially as a woman!). You gain knowledge, know yourself better (and therefore are able to help in more ways—bonus!) and there’s less friction in staying true to yourself. 

3. You are not a doormat. You are the door. 

Confidence in yourself and your abilities is not overrated. Know your worth, what that feels like for you, and don’t shy away from being able to put a dime on that. Open the door wide for value-aligned folks and curious experiences, and don’t be afraid to slam the door on folks who make you feel less than the brilliant boss you are. 

4. Capping your own potential can cost you money, time and tears.

Imagine your wildest dreams—professionally, personally and spiritually. Imagine them 10x bigger. Go for that instead. Don’t make the mistake of thinking your potential has a limit. 

5. Move forward anyway.

You will never have true freedom from doubts. You don't have to be religious to receive the wisdom of “ask and you shall receive.”

6. Keep an open mind—especially when you feel resistance at first.  

Keep up with the changes happening inside yourself and in the world around you. Analyze your resistance and be willing to open up your mind and soul. 

7. Be careful which stories you tell yourself—you’ll end up believing them. 

The narratives we weave into our past and present identities build you or break you—either way, they shape you. Tip: Revisit your most negative stories—you could be lying to yourself without even realizing it. On the other hand, nostalgia can take a chunk out of you later. 

8. Don’t go in seeking, go in offering value. 

“Networking” is a word that can make most of us gag. Focus on building lasting relationships. If you’re having a hard time finding “your people” go volunteer at a local, value-aligned NGO.  

9. Learn what giving back means to you & your community.

Giving can look a lot of different ways, especially the way you give to yourself. When you give to others, something beautiful builds inside of you. (Thank you Tennessee, the Volunteer State!)

10. You are where you are because of the people around you. 

Narrow in on connecting and collaborating. My beautiful baby business, Culture Shift Team, was born from incredible partnerships and friendships with Ann Gillepsie and Robert L. Wilson. 

11. Know when to swallow your ego & seek support. 

Feeling lonely? Ask for help. Be like The Beatles and embrace a little help from your friends. For me, “family” came out of the least expected place to help my transition to Nashville and make me feel at home.  

12. The Key Lime Pie Theory of Life.

I see my life as a key lime pie. All aspects of my life (work, children, family, hobbies, etc.) are slices of that pie, but the whole thing makes Marcela. But if I’m going to put my son as my entire pie, then where is Marcela? Where is the rest of my pie? Look at your own pie & ask yourself that. 

13. Agency & destiny work together in your favor.

Agency: having the power and resources to fulfill your potential. Destiny: hidden power bound to affect your potential; out of your control. Mix these bad boys up and let their effects flow through your life. 

14. If it ain't a hell yes, it’s a hell no. 

Couldn’t be more clear than that. Don’t accept what doesn’t serve you, and be enthusiastic about what does. Learn to distinguish the two. 

15. Passion won't drive money, but it will drive longevity. 

You can’t run a business you’re not passionate about. It takes loads of other skills to drive it on successfully, but the hardest days? The most difficult parts you don’t even like talking about? What keeps you going is your passion—your “why.” 

16. Life is always giving, never taking. 

This is a crucial mindset shift. When you practice (emphasis on practice) viewing what happens to you as what’s happening for you, your life will change.

17. Always put yourself first. 

It's easy to lose yourself when you're not putting yourself first, and then near impossible to get yourself back. Have a Key Lime Pie Theory in place (go to #12). 

18. Definitions are fluid. Make your own and stand by them. 

This is especially helpful for people with different cultural backgrounds. For example, what may be selfish in your home culture, can be considered self-love in another. Choose your own definitions and tweak them when necessary. 

19. Build your own brand of resilience. 

My resilience routine? I get up, I make my cup of (Colombian!) coffee and I keep going. What do you do when life falls apart? Find your own method to ground yourself. Then, keep on moving. 

20. Give yourself the gift of reinvesting. 

You are your biggest investment. Continue learning and educating yourself. It will boomerang back into your life, replenish you and make you grow so much faster than you would have thought possible. 

Bonus Lessons!

I know I said 20, but I couldn’t resist. There are too many goodies to share for you to learn from and help each other. So, let’s raise our glasses and drink to this!

Bonus Lesson #1: The Platinum Rule of Life and Work

Treat others the way they want to be treated. In your personal life, you can listen and learn how to do this. In your professional life, in order to do this, you have to know who THEY are. This is the Mantra of Culture Shift Team and what we pride ourselves in doing best. 

Bonus Lesson #2: The Power of Silence 

Listen first. Listen, listen, and then listen some more. Miracles happen—especially when you keep your lips sealed and your ears peeled. 

Bonus Lesson #3: The Myth of Work/Life Balance 

When you own your own business, you can’t separate aspects of your life fully. Embrace the parts that slide into each other and create healthy boundaries. 

If you’ve learned anything from this tough-love letter to my younger self, let me know! I’d love to chat with you over virtual coffee. And if you relate to these experiences and want this quality of compassion and understanding for your own company, come chat with me and my team at Culture Shift Team here.