This book is straight-from-the-hip advice on how to live your dream - while remaining true to your Latin roots. In "La Vida Rica", successful businesswoman Yrma Rico takes you by the hand and shows you how to achieve the rich life, wherever you're starting from. Whatever your background might be, you can live in the kind of home you always dreamed of, enjoy a substantial, fulfilling lifestyle, and send your kids to great schools. You can be happy at work, doing a job you love that satisfies your soul. You can take positions of power and be a leader whom everyone respects through your own careful planning and hard work. Of course, anyone can tell you to do great things: The difference with "La Vida Rica" is that Yrma shows you how.Using stories from her own life and those of other successful Latinas, she helps you start your journey right now as she: helps you set flexible, short-term goals that keep you moving forward; shows you develop the skills, courage, and confidence you'll need to succeed; explains how to recognize opportunities all around you - and take advantage them; discusses how you can figure out what success means to you - and then plan a way to achieve it Yrma knows what you're up against, because she's been there, too - facing family expectations, social pressures, money worries, and much more. She lays out the five biggest roadblocks that stand in the way of success for Latinas, and maps out ways to break through them without offending your relatives or losing touch with your culture. In fact, she explains the many ways you can harness your heritage, and make it one of your great strengths as you take on the quest for la vida rica.Whether you dream of financial freedom, professional accomplishment, making your mark on the world, or all of the above, you can do it! Here is your roadmap over, around and through the obstacles you will face - but the journey is yours, and the sooner you begin, the better. Yrma Rico had the power of a dream. She began her life as one of seven children of migrant farmworkers, picking fruit and cotton at age 10. She went on to become one of the founders of Entravision, a $425 million communications company that owns 21 Univision stations and 58 radio stations, and reaches 80 per cent of the U.S. Hispanic community. After 25 years of television experience, Yrma moved on to a new challenge - the auto industry! She is now CEO and President of Weber BMW in Fresno, California. Si, se puede, yes you can!Do you hear it, that little voice that says your personal dreams are less important than your duty to your family, culture, father, or husband? Yrma Rico is here to tell you, "When you hear that voice, don't listen!" In "La Vida Rica", she asks you to listen to another voice, the one that says, "Yes, my dreams matter! Yes I want to achieve financial success, professional respect, and the ability to make a difference in the world! Yes, I can!" Through true stories and examples from her own exciting career and those of other successful Latinas, Yrma shows you how to: overcome the five major roadblocks to Latinas' success; set realistic goals that help you succeed every day; become the CEO of your own life; meet and learn from powerful, successful people; find your definition of success - and go for it; create an image that helps you get ahead; go beyond material success to find true happiness; and, uncover resources of strength, advice, and education to help you reach your goals.Only you have the power to make your dreams come true. And with the help of Yrma Rico, you'll be able to reach those dreams, while discovering new and exciting ways to explore your potential and enjoy the kind of life you deserve." In this friendly and realistic book, Rico, a former television executive and founding member of Entravision, dispenses career advice in such a genuine way that readers will feel compelled to hear her out. And they should. Rico speaks not just from the heart, but from experience: a former migrant worker, armed only with a G.E.D. and raw ambition, she attained "the rich life" without giving up her cultural identity or her humanity. Her book primarily focuses on professional success: winning at office politics, surviving bad bosses, becoming a good boss oneself and using attire and make-up to one's advantage. But Rico also provides blunt counsel on dealing with marriage, family and finances. Extensive reading lists and resource listings are also included. Much of Rico's advice is as useful to non-Latinas as to Latinas, addressing many issues, such as sexual harassment, that women face regardless of their ethnicity or upbringing.However, by addressing these topics through the lens of Latino culture, Rico makes her very practical advice even more personal. In fact, the author's advice is so sound that one even forgives the frequent references to just how "rica" she's become. Rico seems to truly want to inspire readers to action, and by sharing the wealth of her knowledge and experience in this helpful book, she just might." - "Publishers Weekly".

Acerca del autor

Yrma Rico (Denver, CO) is general manager of Univision affiliates in Colorado and a founder of Entravision Communications Corporation. Entravision reaches 80 percent of US Hispanic households and owns 21 Univision affiliates, 58 radio stations, El Diario/La Prensa, New York City's Spanish-language newspaper, and thousands of billboards in Los Angeles and New York.

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