San Antonio advertising veteran Lionel Sosa has a busy March ahead of him.
On March 10, he will be this year's role model honoree at the American Advertising Federation's Diversity Achievement Awards in New York. That will be one week after the release of his new book, The Americano Dream: How Latinos Can Achieve Success in Business and in Life, from Dutton.
As the title suggests, the tome is filled with business advice Sosa has for Latinos. Among his first lessons is how to cope when a dream gets dashed. Sosa, who joined the Marine Corps out of high school, had high hopes that Walt Disney himself would hire him as an artist.
So during his off-time in the service, he prepared a portfolio to send to the Disney organization. He thought Walt Disney would hire him immediately. Instead, Sosa received the standard rejection letter signed by a studio underling.
What was Sosa's reaction that his hero had not even looked at his material?
" 'No hay problema.' His problem," he wrote.