Friday, July 24, 2015

Sandra Diaz >

Sandra Diaz, Owner, Diaz & Co.

What do you need to be an entrepreneur?
Perseverance, curiosity, adaptability and ability to motivate others.

What inspired you to start your business?
People kept contacting me to advise them on developing a roadmap to market their products and services to U.S. Hispanics.

How did you finance it?
So far, from organic growth.

Does being Hispanic/Latina have any influence on your business?
It allows me to bring a personal point of view to client challenges in addition to the professional knowledge, which builds credibility.

In the face of adversity, how do you decide to drive ahead?
Prayer, engaging coaches and sharing with trusted peers to uncover new ways to tackle the issues.

What is the biggest challenge your business has faced?
Time management, especially trying to decide between good and best opportunities.

If you could change one thing about your business. What would it be?
I would like to have a partner.

What was your childhood ambition?
In grade school, to be an Astronomer. In high school, to be a Fashion Designer. My parents were scientists and my mom also owned several fashion and textile businesses.

Tell us about three entrepreneurs that you admire.
My mom, for her perseverance and leadership.
The late Tere Zubizarreta, for pioneering the Hispanic/ multicultural marketing industry as a woman in the 70s.
Carlos Santiago from Santiago Solutions Group, for his analytical approach to driving growth from cultural and generational segments.

For business meetings, which do you prefer: breakfast, lunch, or dinner?
Whatever works best with my commute schedule so that I do not have down time in between meetings.

What sacrifices in your personal life did you have to make in order to become successful in your business?
Moving from an apartment in Manhattan to a room in somebody else’s house in Brooklyn for four years to save on rent.

What is your favorite quote?
“I have had a lot of very expensive learning experiences, but I’ve never let them stop me from getting up in the morning and trying again.” Larry Levy, Co-Founder, Levy Restaurants; Chairman and CEO, The Levy Organization.

Is it difficult to be unconventional?
Not usually, but sometimes it feels lonely

Biggest mistake made?
Letting the tight timeline of a potential client dictate my way of communicating or doing business. And not giving people feedback before I decide to stop working with them.

Do you consider yourself an innovator? Why?
Yes because I like to find ways to challenge the status-quo and am always learning new things.

About Diaz & Co. 
Diaz & Co. is a boutique strategy consulting firm that equips brands and retailers to grow business and reduce inefficiencies by catering to U.S. Hispanics while meeting the needs of mainstream shoppers at the same time. Our strategic solutions and training enable companies to maximize the Hispanic appeal of their mainstream initiatives while identifying if and how they should pursue Hispanic-specific strategies to address any offering, messaging and/or media gaps.

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