Earlier this year, we helped launch the State of Latino Entrepreneurship (SOLE) 2016 research report, a collaborative effort of the Stanford Graduate School of Business and the Latino Business Action Network. A much-needed whiff of fresh air.

The SOLE report uses primary and secondary research to examine the state of Latino-owned businesses, expanding our understanding of the Latino entrepreneurship segment of the U.S. economy, which comprises about one in every eight (12 percent) U.S. businesses.

If your perception of a Latino-owned business (LOB) is a taco truck on a street corner in an L.A. suburb, think again. These businesses range widely in size, industry and the owner’s country of birth. Most importantly, they are highly integrated in the overall economy, which means that when Latino-owned businesses thrive, the community thrives with them.

Not surprisingly, almost 60 percent of LOBs are located in the four states with the largest Latino populations: California, Texas, Florida and New York. Yet, far from being niche-market endeavors, these companies are tightly woven into the broader community. The SOLE report found that:

• 74 percent serve non-Latino clients
• 54 percent employ mostly non-Latino workers
• About 70 percent are owned by U.S.-born Latinos
• They range across industries, with most in professional & business services, manufacturing & construction and education & health care

It is estimated that Latinos own 4.23 million businesses in the U.S., a number that has grown twice as fast as the national average since 2012.

This strong entrepreneurial spirit, which is actually a major pillar of the U.S. Latino identity, was particularly evident during the recent recession. Despite the economic downturn, between 2007 and 2012 the number of LOBs grew by 46.3 percent, vastly outstripping the overall pace of U.S. firms, which grew by only 2 percent.

Latinos are also overrepresented in small and medium-size business ownership. Despite this, brands and agencies too often ignore them when developing B2B strategies.

While the SOLE report demonstrates the strength and dynamism of Hispanic entrepreneurship, this data should not be taken to suggest that Latinos are a monolithic community. Quite the contrary, this community is diverse and multilayered.

So, forget the taco truck stereotype and look at the data. The numbers tell the story of a driven, resourceful and resilient community that is proud of its culture while at the same time fully integrated into U.S. society. Latino entrepreneurs are ready to surmount any challenges thrown at them, and they’re increasingly unapologetic about their place in our nation.

Making headway in the U.S. Latino market therefore requires a nuanced communications approach that takes account of its inner complexities. A one-size-fits-all approach doesn’t work to engage Latinos anymore, if it ever did.

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Here I am today with almost a year under my belt as an associate at Fineman PR. Looking back, my hunger for being successful in this industry has grown tremendously. I went to a state college, Slippery Rock University of Pennsylvania, and while my classes taught me the basics of business etiquette and communications, nothing helped me understand the world of public relations better than my work here at the agency.

Being a junior level associate can be overwhelming at times, but I’m learning something new each day. Might I add, at Fineman PR I’m not learning how to make coffee or pick up dry cleaning. I learned during week one that this job meant substantive work. Embracing what I am learning while working hard pays off and seeing the results of the work I’ve done helps to keep my drive in full throttle.

Here is some advice I’ve picked up that other new associates in the field can learn from, too.

Always remember you are representing the agency.
Wherever you go, the impression you give to others you meet is most likely going to be the impression they will form about the agency you represent. When someone asks where you work, be proud to tell them. Act in a manner that would reflect well on the people you work with, your clients and the work you produce.

Read all of your work thoroughly. Then reread it. Once you hover over the “send” button, read it again.
Unfortunately, typos happen. It’s important to get in the habit, quickly, of reading through your work multiple times before sending it around internally or to a contact outside of your company. Aim for perfection and take the time to proof every document and email carefully.

Take advantage of your coworkers’ experience. Be a sponge!
Your coworkers are in their current position because they deserve it. Although work can get hectic and time seems limited, it’s important to take a moment to ask coworkers about their experiences and learn from their skills. Just looking around my office, I see others who once sat in the seat I’m currently in (figuratively and literally) who now have years of experience with countless successful campaigns under their belt. Any bit of advice they can offer is appreciated.

Make a good first impression and always be on the lookout for new business.
Be proactive when it comes to networking and don’t be shy to offer your business card or discuss your agency. You never know when a potential client could be standing in front of you at Starbucks or beside you on the train. Give that initial encounter everything you have so you leave feeling confident in your performance. Make sure the people you meet with know you are exactly who they should be working alongside.

I think Peggy Olsen from Mad Men said it best: “I don’t think anyone wants to be one of a hundred colors in a box.” Peggy has a dedication to her work that I strive to have myself. By making solid contacts with new professionals and proving myself within the agency, I’m even more confident in the road ahead.

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