{"id":154,"date":"2021-11-30T15:30:03","date_gmt":"2021-11-30T10:00:03","guid":{"rendered":"http:\/\/raamanand.com\/insights\/?p=154"},"modified":"2021-11-30T15:30:03","modified_gmt":"2021-11-30T10:00:03","slug":"from-shining-floors-to-creating-cheetos","status":"publish","type":"post","link":"https:\/\/stardombooks.com\/ideas\/from-shining-floors-to-creating-cheetos\/","title":{"rendered":"From Shining Floors… to creating Cheetos!"},"content":{"rendered":"\n
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Image Source: www.sporkful.com<\/figcaption><\/figure>\n\n\n\n

You probably never heard of Richard Montanez.<\/p>\n\n\n\n

As the son of a Mexican immigrant who never made it past fourth grade, Richard lived with ten siblings in a one-room cinder block house in a migrant labor camp east of Los Angeles.<\/p>\n\n\n\n

To help pitch in, the boy picked grapes with his entire family, including his grandfather.<\/p>\n\n\n\n

He took other odd jobs such as washing cars, picking weeds and slaughtering chickens.<\/p>\n\n\n\n

Eventually, Monta\u00f1ez landed a job as a janitor with Frito-Lay, the snack food giant.  He needed help filling out the application because he couldn\u2019t read or write. <\/p>\n\n\n\n

For the next decade the young man was determined to become the best damn janitor Frito-Lay ever had. He operated under a single piece of advice from his grandfather: \u201cMake sure that floor shines and let them know that a Monta\u00f1ez mopped it.\u201d<\/p>\n\n\n\n

One day, the CEO at Frito-Lay issued a video encouraging every employee to start behaving like an owner.<\/p>\n\n\n\n

When one of the assembly line machines broke and some Cheetos were left bare of any cheese powder, Richard brought some home with him and decided to experiment.<\/p>\n\n\n\n

With the help of his wife, he dusted them with the same sort of chili powder he had seen a street vendor use on a popular style of grilled corn known as elote.<\/p>\n\n\n\n

After testing the flavor with his family, Monta\u00f1ez first pitched the idea to former PepsiCo CEO Roger Enrico over the phone and was given two weeks to prepare a presentation to the executive suite.<\/p>\n\n\n\n

So Richard went to the library and checked out books about marketing and business strategies. He purchased his first-ever necktie for $3. He filled 100 plastic baggies with his concoction, sealed them with a clothing iron, and drew his own logo and design on every single package.<\/p>\n\n\n\n

During the presentation an executive asked, “How much market share do you think you can get?\u201d<\/p>\n\n\n\n

Trying not to feel out of his depth, Richard replied by stretching his arms out and saying: \u201cTHIS much market share!\u201d<\/p>\n\n\n\n

The CEO had heard enough.<\/p>\n\n\n\n

And now you know the story of the Flamin\u2019 Hot Cheeto, a snack that would go on to become a multi-billion dollar asset for Frito-Lay.<\/p>\n\n\n\n

Today, Monta\u00f1ez is the vice president of multicultural sales for PepsiCo America and has been called the Godfather of Multicultural Marketing.<\/p>\n\n\n\n

So, whatever you do… do it with utmost honesty and devotion. It never fails!<\/p>\n","protected":false},"excerpt":{"rendered":"

You probably never heard of Richard Montanez. As the son of a Mexican immigrant who never made it past fourth grade, Richard lived with ten siblings in a one-room cinder block house in a migrant labor camp east of Los Angeles. To help pitch in, the boy picked grapes with his entire family, including his […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[4],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/stardombooks.com\/ideas\/wp-json\/wp\/v2\/posts\/154"}],"collection":[{"href":"https:\/\/stardombooks.com\/ideas\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stardombooks.com\/ideas\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stardombooks.com\/ideas\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stardombooks.com\/ideas\/wp-json\/wp\/v2\/comments?post=154"}],"version-history":[{"count":0,"href":"https:\/\/stardombooks.com\/ideas\/wp-json\/wp\/v2\/posts\/154\/revisions"}],"wp:attachment":[{"href":"https:\/\/stardombooks.com\/ideas\/wp-json\/wp\/v2\/media?parent=154"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stardombooks.com\/ideas\/wp-json\/wp\/v2\/categories?post=154"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stardombooks.com\/ideas\/wp-json\/wp\/v2\/tags?post=154"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}