Richard Montanez, Marketing and Sales Executive, PepsiCo

Summary

In an inspiring speech, Richard Montañez shared his journey from a janitor at PepsiCo to the creator of the iconic Flamin' Hot Cheetos. Through personal anecdotes, he emphasized the importance of believing in oneself and striving for greatness despite challenges. With a focus on encouraging young people to stand out rather than fit in, Montañez illustrated how embracing one's identity can lead to revolutionary personal changes. His story serves as a beacon of motivation for young Latinos, urging them to pursue education and embrace their unique strengths.

Highlights

• Richard Montañez rose from being a janitor at PepsiCo to the creator of Flamin' Hot Cheetos by embracing his unique identity and standing out. 🔥
• He showcased courage by stepping out of societal lines and chasing his vision with passion. 💼
• Montañez illustrated the impact of education and self-belief on achieving dreams significantly. 🎓
• His speech emphasized the need to love oneself and recognize the greatness within. ❤️
• By sharing personal anecdotes, Montañez inspired young Latinos to pursue their dreams relentlessly. 🌟

Key Takeaways

• Believe in yourself and your unique journey; greatness comes from standing out. 💡
• Embrace your identity fully; don't shy away from your roots. 💪
• Education empowers, but so does courage - step out of the lines society draws for you. 🚀
• There's no job or role too small when approached with passion and intent. 🧽
• Seek the revolution within you; personal change leads to unprecedented achievements. 🌟

Overview

Richard Montañez's journey is a tale of transformation, showcasing how a janitor at PepsiCo became the mastermind behind the Flamin' Hot Cheetos sensation. From the moment he received his inspiring revelation to the revolution it sparked in his career, Montañez's story breaks societal norms and redefines success. His message centered on self-belief, cultural pride, and daring to stand out.

In his gripping speech, Montañez highlighted the power of education and personal courage in overcoming fears and breaking barriers. Drawing from his challenging beginnings, he ignited a spark in young Latinos, urging them to use their hunger for success to overcome obstacles. His anecdotes, filled with warmth and humor, illustrated the freedom that comes from embracing one's uniqueness.

Montañez's presentation didn't just recount personal victories; it served as a powerful call to action. He challenged young people to fall in love with themselves, to courageously pursue their aspirations, and to be unafraid of appearing 'ridiculous' in their quest for greatness. His impact, like his creation, continues to spice up lives, offering a flavorful lesson in vision and resilience.

Chapters

• 00:00 - 01:00: Introduction and Background The chapter introduces the final speaker of the evening, who has extensive experience working across various divisions and roles at PepsiCo. He began his career at PepsiCo in 1976 as a janitor at the Rancho Cucamonga plant and is credited with creating the Flaming Hot line of products, including Flaming Hot Cheetos. This innovation led to the development of future ethnic products and the establishment of the first Fredo Hispanic marketing team. He is recognized as a pivotal figure in Hispanic branding and multicultural sales and community initiatives, earning him the nickname 'The Godfather' of these sectors.
• 01:00 - 02:30: The Power of Investment The chapter opens with a session involving PepsiCo North America's activation, featuring Mr. Richard B. The atmosphere is relaxed with musical interludes as the host expresses his delight at being part of the event. He pauses to gather his thoughts and refresh himself.
• 02:30 - 05:30: Facing Discrimination In this chapter titled 'Facing Discrimination,' the speaker begins by expressing their excitement about being invited to speak to young people. They emphasize their passion for engaging with the younger generation and express urgency in communicating their message. The speaker humorously mentions that it usually takes them 20 minutes to introduce themselves, but they are given only 15 minutes, highlighting the importance they place on using this time wisely. The chapter sets the stage for the speaker to share insights and advice on dreams, success, and likely the challenges related to discrimination based on the chapter title.
• 05:30 - 09:00: Finding Confidence and Purpose The chapter titled 'Finding Confidence and Purpose' emphasizes the limitless potential individuals have in their pursuits, particularly highlighting a sense of empowerment and capability instilled in the audience. The speaker expresses gratitude to sponsors contributing to the investment in Latino children, emphasizing the importance of supporting the younger generation to reach their fullest potential. The chapter suggests a personal connection and shared background with the audience, aiming to inspire confidence and a sense of purpose in achieving their goals.
• 09:00 - 10:30: Embracing Unique Identity In this chapter titled 'Embracing Unique Identity,' the speaker encourages the audience to focus on investment over mere donations. The emphasis is on the value of being present and considering the decision to attend as an investment in oneself, rather than simply accepting charity. The speaker highlights the importance of recognizing and embracing unique identities as part of the investment towards personal and communal growth.
• 10:30 - 21:00: Overcoming Challenges and Taking Opportunities The chapter emphasizes the importance of pursuing dreams and achieving success despite challenging beginnings. It highlights a personal story of growing up in a small town called Wasti, which was a farm workers camp. The narrator lived in a one-room house with family members and worked picking grapes, just like their parents and grandparents, illustrating a legacy of hard work and resilience.
• 21:00 - 25:00: Conclusion and Encouragement The chapter 'Conclusion and Encouragement' focuses on addressing feelings of neglect and lack of support that many individuals experience. It highlights the speaker's personal journey, emphasizing that despite being overlooked, there is potential for greatness. The speaker promises to share a life-changing revelation, aimed at transforming the listeners' perspectives and leaving them inspired and motivated towards their own success.

Richard Montanez, Marketing and Sales Executive, PepsiCo Transcription

• 00:00 - 00:30 and now it's my pleasure to introduce our final speaker for this evening he's worked in various assignments and roles across all PepsiCo divisions and functions he started his PepsiCo career at Fredo in 1976 as a janitor in its Rancho kukamonga plant he is recognized as a creator of the Flaming Hot Line Products including flaming hot Cheetos which influenced future ethnic products and the first Fredo Hispanic marketing team please help me welcome The Godfather of Hispanic branding executive of multi cultural celles and Community
• 00:30 - 01:00 activation for PepsiCo North America Mr Richard B [Music] monz thank you thank you give me a minute I got to cool down oh that tastes good what a what a great pleasure and honor to be here you know when I got the
• 01:00 - 01:30 invitation and I was asked I was so excited and the reason I was excited because I love talking to young people and young people for the next I think I got 15 minutes right we're in trouble because it takes me 20 minutes to introduce myself so listen carefully because I've got something to say and I want to say it to the young people you've been hearing a lot about dreams and success well I'm here
• 01:30 - 02:00 to also tell you the same thing that there isn't anything that you can't accomplish when it comes to this is what I love about Lula and and I also want to thank our sponsors because listen to me when it comes to investing in our kids our Latino kids always should be the best you see I come from a gener
• 02:00 - 02:30 ation where it wasn't the best they donated to us but you know what I say today keep your donation we don't need it but we'll take your [Applause] investment because that's what we're doing here young people this is one of the best decisions you made was to be here today this is an investment but with every investment there's an expectation what is the
• 02:30 - 03:00 return on that investment well we're asking from you that all of you go out and achieve your dreams and become successful here's what it was like for me again I come from that gener I grew up in a small little town called wasti it was a it was a Farm Workers Camp I lived in a one room house with you know my parents and my brothers and sisters my grandfather picked Graves my dad picked grapes and guess what I picked grapes my whole life childhood life was
• 03:00 - 03:30 always about leftovers and about donating about getting in that welfare line getting in that whatever line getting in that no one ever told me that I could be something great no one ever took the time to invest in me but I'm here today to give you one thing is I'm going to give you a revelation and I guarantee you're not going to leave the same in the next 10 minutes what is that Revelation this
• 03:30 - 04:00 Revelation that I'm about to give you is going to lead you to a revolution not the kind that the government's worried about okay I'm talking about a revolution in your life a revolution that one day you're mopping the floors and the next day you're an executive but I want you to do one thing I want you to use your imagination go back with me
• 04:00 - 04:30 the 1962 63 none of you were born in here maybe your parents weren't even born that year this is what it was like my mom getting me ready to go to school you see I grew up as a child during the Civil Rights Movement of the 60s wasn't old enough to have an impact on the movement but I was old enough that the movement had an impact on me here's what happened 196 something little boy with his mom little boy is
• 04:30 - 05:00 crying mama says cry baby why are you crying because I don't want to go to that school mama says because everybody speaks English I can't speak a word of English
• 05:00 - 05:30 what am I going to do at an all English school no choice got on the bus my Theo my uncle took me to the corner where the bus was picking us up and guess what the bus that showed up was green and I remember I told my Theo why can't I get on the yellow bus why do I have to get on the Green Bus you see it wasn't until later young people listen it wasn't until later I didn't know what discrimination
• 05:30 - 06:00 or diversity was but it later as I got older I realized I get it that was Society saying those that group of kids they're not good enough Richard mon you're not good enough to get on the yellow bus get on the green bus because we're going to parade you across town but you see that got into me so I never thought as a little child that I was good good I didn't I I just thought
• 06:00 - 06:30 like well maybe it's the color of my skin what is it what is it why why do we get treated this way but then I got a revelation use your imagination I get to school don't understand a word the teacher is saying you know one of my greatest regrets is I quit school at a young age I never went to high school
• 06:30 - 07:00 but I tell people that you know what I'm probably the most uneducated brilliant person you'll ever meet I'm a genius so I get to school don't understand a word the teacher saying there was about eight or nine of us and there's one sound it's International every kid understands this sound
• 07:00 - 07:30 and it was the sound of the rees's Bell it was lunchtime and I remember oh what a relief grab our lunch go and sit out in the playground use your imagination don't remember how many kids were there there was about nine of us that came off the bus so we're sitting there 1962 63 and I remember I pulled out my lunch I was getting ready to take a bite and it was like this everybody was staring at me so I put my lunch back in
• 07:30 - 08:00 the bag why do you think uh everyone was staring at me it was a burrito you got to remember this the world hadn't seen a burrito yet contrary to popular belief Taco Bell didn't introduce the burrito to the world me and my mom did but the truth and the fact is young
• 08:00 - 08:30 people listen to me I was embarrassed and I went home I put it back and I went home and I told my mom just like this I said Mama ask Bal sandwich cupcake mom make me a balone sandwich and a cupcake like the other kids because I don't want to be different why can't I be like that other little boy why can't I write the yellow bus why do I have to speak this language why do I have to eat burritos I want to fit in I want to be like the another
• 08:30 - 09:00 kid but my mom there something about Latinas yes you know what I'm I'm going to say I I've said this a thousand times and I'll say it another thousand times when God created the Latinas he was showing [Applause] off so my mom being the marketing genius
• 09:00 - 09:30 that she is she said no Mi this is who you are so the next day she made me two burritos and she said here's one for you and one to share with a friend so Wednesday was my burrito nightmare Thursday I shared a burrito with a friend Friday I was selling burritos for 25 cents a piece
• 09:30 - 10:00 listen to me young people that's the day that I got a revelation that Revelation was just maybe just maybe none of us were created to fit in we were created to stand out young people I'm here to tell you
• 10:00 - 10:30 live your life Stand Out throw that dream out there let it be as crazy as you want it to be I tell you what I tell people today even though I never went to school just imagine if I would have got educated you know what I tell people I'd be in the white house today no doubt about it so I'm telling you get your education go as far as you
• 10:30 - 11:00 can because if I can make it this far without an education just imagine how far you can go with an education so I got a hold of that Revelation and it caused a revolution in my life that Revolution was this I was somebody special that there was greatness inside of me my job was to let it out and I'm here to tell you it's the same thing for you
• 11:00 - 11:30 there's greatness in you all you got to do is let it go I've said this before you don't need anybody's permission to become great and if you feel like you need somebody's permission well I'm here tonight to give you that permission you have my permission to be great Revolution I like who I am I hope all of you love me but if you don't it's okay you know why because I
• 11:30 - 12:00 love me young people fall in love with yourself because when you fall in love with yourself there's a freedom to be yourself Revolution took place in my life things were changing and I remember one day a neighbor said hey they're hiring at Fredo L I said Fredo what if I could get a job
• 12:00 - 12:30 there what if I can change the Destiny for the monz family maybe we don't have to work the fields anymore if I can get into that a real job my neighbor helped me fill out the application I went and I gave the application you know what I thank God for one thing this was 1976 I thank God that uh in my days they didn't do background checks
• 12:30 - 13:00 I got hired right on the spot you know a few years back uh when I'm from California when uh Arnold sweger became governor of California uh I got a phone call from him an actual phone call and uh he was he was inviting me to he was giving me a government appointment I didn't have to leave my job and and my good friend Lupe who works for for PepsiCo helped me to get into that position so I thought about it
• 13:00 - 13:30 and he said okay let's do it puts me in contact with uh the appointment secretary whatever you call him you know he fxs over a sheet of questions and the first question was this have you or anyone in your family ever done anything that would embarrass the governor of California I go this is a trick question because I'm Mexican so we went through it and all of a sudden uh he say well you know what what great welcome you've made it just
• 13:30 - 14:00 one thing we got to do a background check well how far back do you go so that day I got hired and I got hired as a janitor and I remember I went home and I told my dad and my grandfather you know what they told me when you mop that floor don't forget that you are a monz let that floor
• 14:00 - 14:30 shine work hard make people proud to know you sorry remember I had this attitude and somebody said you were just a janitor you know what there's no such thing as just a janitor no such thing is just a waiter no such thing as just a bus driver when you work hard and you have it in your heart that you're going to be the best at that that's all that's important so I said I'm going to be the best janitor Fredo ever
• 14:30 - 15:00 had then one day the CEO sends out an EMA uh we didn't have email so I'm lying and sent out a video back in the days right and he told all the workers I want you to act like an owner another Revolution was about to take place in my life listen young people there was about 500 Factory workers in that room I was a janor I was leaning against the wall and I heard that I saw that invitation here's my invitation here's
• 15:00 - 15:30 the CEO telling me the janitor that I can act like an owner I again an opport I saw it I thought I said well I can do something I didn't know what I was going to do didn't need to knew that I was going to act like an owner so I went into action I started to research what our company was all about I started to go out in the markets I I didn't I didn't know what I was
• 15:30 - 16:00 doing like that I saw it you know what a revelation is a revelation is something that was there all the time but it's been revealed it's still there are so many ideas so many things that you can do right now that people haven't seen them yet they just need to be unveiled you need a revelation so my Revelation was simple what would happen if I put Chile
• 16:00 - 16:30 on a [Applause] Cheeto so I made my own you see when you hear that I invented I made the seasoning I'm a little bit of an artist I drew the graphics I did everything and I also believed what the CEO said I didn't know any better sometimes it's okay to be naive to certain things sometimes it's it's okay not to know the rules because then you got to play by
• 16:30 - 17:00 those rules somebody says well you need to do protocol well no I don't want to know protocol cuz then I got to enforce it I didn't know any better so I called him up you got to remember this was a long time ago janitors don't call CEOs so I called them up and his executive assistant was she was an exe she was a
• 17:00 - 17:30 Visionary because she said hang on CEO is going to want to talk to you I told her my idea and this is what he said I'll be in Cucamonga in two weeks Richard I hung up the phone listen young people I don't care what room you're in there's always somebody in that room that's going to try to steal your destiny your job is to be ready and not
• 17:30 - 18:00 allow it here's what happened hang up the phone happiest can be the CEO is coming to see the janitor well here comes the plant manager who do you think you are who gave you permission to call the president you realize now I got to paint everything I got to fix everything and he said it just like this you're doing a presentation then I
• 18:00 - 18:30 thought for a moment Who Am I who do I think I am what right do I have to call the president I didn't know what to do but the Latina always knows so I went to my wife I said what are we going to do he said I got to do it myself I never done a presentation never went to school she said let's go we're going to go to the library check out a book on how to develop a marketing
• 18:30 - 19:00 strategy you know what I did I copied word for word everything that I that was in there so two weeks come by and I'm going through the story real quick cuz I know I got a couple minutes left two weeks go by here they come 50 people from headquarters all senior Executives plus another 100
• 19:00 - 19:30 from you know in those days if the CEO showed up you better show up too that's what was likeing so there there there I was and if you remember well you don't remember we had transparencies you know you had to put your thing here and make sure it lined up and and I went to uh I went to to a an old store and I bought a tie for $3.50 and my neighbor actually tied it for me so here I am I'm getting ready ready and guess what I'm
• 19:30 - 20:00 doing pretty good I'm presenting it but as I said there's always somebody in the room that'll try to steal your destiny right well it was going too good one of the marketing executive says well I have a question I'm oh no questions so he said well Richard tell me um just how much market share are you talking about inside I I almost
• 20:00 - 20:30 fainted I was that little boy with the burrito again like oh my God what am I doing here I need to run out I need to get out of here I need I need to just like I'm just a janitor and I remember I thought for a moment Marcus Sher I haven't read that chapter yet you know I don't have a whole lot of things but one thing that I do have and I'm going to give you the antidote to fear right now get a hold of what I'm
• 20:30 - 21:00 about to say right now you'll never be afraid again cuz one thing I do have is I have courage here's where I got it go back to the third grade it all happened for me in the third grade every Tuesday two trailers would pull up they were after school reading programs one was for the non Latino kids and the other one's for the Latino kids but one Tuesday I'm in line the line
• 21:00 - 21:30 that I was told to get into get in that line Richard that's your line well guess what I did one Tuesday I broke ranks and I got in the white line you should have heard my friends looking at me Ricardo Loco you're in the wrong line this is your line This is where they told us to get in this is the truth
• 21:30 - 22:00 I looked inside two beautiful blonde ladies at the trailer I looked at them and I looked at my friends this is the truth I said this they have cookies inside I'm going to get us some cookies so as I got closer something got a hold of me fear like I've never had I was afraid I was afraid of being rejected I was afraid that those two ladies were going to say get out of this line you belong over there when I got
• 22:00 - 22:30 there to the front what do you think those two ladies did they filled my pockets with cookies here's the moral of that story because you're probably wondering what does that have to do with anything here it is there's a cookie that's been baked for each one of you your job is to get out of that line that they told you to get in and get into the cookie line the other thing that you got to get a hold hold
• 22:30 - 23:00 up why did I get in that line I was hungry when you're hungry for that degree fear will leave when you're hungry for that promotion fear or leave when you're hungry to start that business fear or leave remember it's hunger the antidot to fear when you're hungry for that thing that you want to accomplish you won't be afraid so let's go back and I'll answer that question when
• 23:00 - 23:30 he said how much Mark is hereare you see many times I've said this greatness will come in a ridiculous form many times you may have to look ridiculous if you're a leader sometimes you got to look beyond the ridiculous statement and see see I was fortunate because I had vision and this is what Vision did for me when other people saw what I was Vision saw what I would become
• 23:30 - 24:00 the very thing that disqualified me Vision used to qualify me so answering the question you know when you go to the store the supermarket they're called gondolas when you see all the chips the gondolas but when he said how much market share with the most ridiculous smile I said I thought about it said I got it that much market share how ridiculous is that and you know what the CEO
• 24:00 - 24:30 did he stood up and he said ladies and gentlemen do you realize that we have the opportunity to go after that much market share there was a young man in that room who today is the CEO of Pepsi he stood up and he told his sales team sales do you think we can go get that market share what I'm saying is many times s greatness will come in a ridiculous
• 24:30 - 25:00 form are you willing to look ridiculous let me read this this is for you young people you serve a purpose with abilities and a genetic code that no one else has and in all the ages of time there has never nor will there ever be another like you live your life thank you