Remember that our Spanish conquerors, for their own benefit, deliberately created an oppressed underclass whose collective psyche became rooted in passivity and underachievement.

When I started Sosa & Associates, there were only 3 million Latinos in the U.S. and only four Hispanic-specialized marketing agencies.I had one little goal for our small San Antonio-based agency: to be the largest Hispanic-specialized agency in the United States. We planned for our success and achieved our goal.

Be proud of your Latino culture and do the best work you can do, and you will always succeed.

Lionel Sosa Quotes