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The Latino Journey to Financial Greatness: 10 Steps to Creating Wealth, Security, and a Prosperous Future for You and Your Family Paperback – February 18, 2003


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Product Details

  • Paperback: 272 pages
  • Publisher: Rayo; 1st edition (February 18, 2003)
  • Language: English
  • ISBN-10: 006621422X
  • ISBN-13: 978-0066214221
  • Product Dimensions: 9.3 x 6.3 x 1 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #2,973,646 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

The subject of cultural attitudes toward money is a touchy one, but Barajas, a financial planner who moved back to the barrios of East Los Angeles to help his community after making good at a Newport Beach accounting and consulting firm, tackles it head on. Among the barriers to prosperity that he identifies in Latin cultures are the "Manana" syndrome (putting things off until tomorrow); the "Compadre" problem (trusting people who may not be entirely qualified); and the "Machismo" ethic (never admitting you've made a mistake). Barajas counters this gloomy roundup by exhorting Latinos to get financially educated and take full advantage of the community's $477 billion (and growing) buying power. Part financial primer, part self-help tome and part Latino parable, this is a lively and readable approach to money management (complete with spending worksheets). Nobel treatise it's not, but its combination of practical tips with trenchant social insights is unique and effective.
Copyright 2002 Reed Business Information, Inc.

From Booklist

Barajas was recently named one of the 100 best financial planners in America by Mutual Funds magazine. A second-generation Latino, he achieved great success as a financial consultant to multimillionaire clients in wealthy Newport Beach. When he decided he wanted to give something back to his own community and move his practice to the barrio of East Los Angeles, he found it difficult to convince his own people to recognize their capacity for financial well-being. They still hold strong ties to the land, so the idea of investing in a home comes naturally, but Barajas recognizes a strong belief-system prevalent among Latinos that holds them back, including negative ideas about their own potential for abundance. He starts out by outlining the way to replace each negative belief with a positive one; however, this is not mere pop psychology. Barajas is a seasoned professional, and there is real substance here. Pointing the direction to a solid diversified portfolio, he provides resources anyone can use to achieve financial greatness. David Siegfried
Copyright © American Library Association. All rights reserved

Customer Reviews

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Hector Beltran on July 8, 2003
Format: Paperback
Louis' book is revolutionary and groudbreaking, wow! The Latino Journey to Financial Greatness will change your life! Louis is the first and only Latino author to address the culturally conditioned beliefs about money that limit latinos. All latinos should read this book. This book should be required reading at the high school and collegiate level. The book is a very easy book to understand yet its message is pure and powerful. You will not change and you will not start your path to financial greatness until you make yourself aware of what is limiting you. Louis opens your eyes to the cultural limiting beliefs that hold us all back!
The Journey to greatness starts by focusing on your strengths and delegating your weaknesses. Despite what Home Depot tries to make you believe, A do it yourselfer is wasting their valuable time on a weakness. Some people waste a life time on careers and task that take them off their path to greatness. I ask you today. Are you a specialists or are you a generalists? Who would you go to today if you had a brain tumor, a neurosurgeon or your campadre that is a real estate agent, insurance salesman, travel agent and notary. Louis identifies this cultural barrier in his book as Mi Campadre, Consulting (Non)Experts. We as latinos do this all the time and aren't aware of it. The book is divided into two parts. The first part makes you aware about the 10 barriers or potholes on your journey to financial greatness. It is also very inspiring and motivating. Only after you are aware of the barriers will you be ready for the second part of the book, the 10 steps to financial greatness. I use the word Awareness because it is the key that Louis Barajas will hand you to unlock the imaginary door that you have placed on your path to financial greatness.
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2 of 2 people found the following review helpful By A Customer on September 8, 2003
Format: Paperback
The Latino Journey to Financial Greatness is an extraordinary and groundbraking piece of work. This book is by far the most insteresting and inspirational of all the Latino financial books so far written. Believe me! I have read them all. It is a true road map in finding financial and personal greatness. As Barajas writes" the why is more important than the how". It is practical and fun to read. As a Financial Planner, I have seen many of the cultural barriers that Bajaras points out with my clients. I have used the 10 steps with my clients and they all found the process motiving and inspiring. This book is a must read for all the financial consultants that wish to serve the Latino market.
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2 of 2 people found the following review helpful By A Customer on September 1, 2003
Format: Paperback
I work in an environment with mostly Latinos. I saw that my fellow co-workers were reading The Latino Journey to Financial Greatness. I asked to borrow a copy and let me tell you, the book is not just for Latinos. I am glad someone has had the courage to write a book like this. I saw myself in many of the limiting money beliefs he talks about. After reading this book, I signed up for my 401k plan, and have started saving money to live a life of financial greatness. His book is not a get rich quick book, like most others. It is about inspiring you to help you make more money to live a great life. All I know is that I have just purchased 3 books and have handed them to my non-Latino family members.
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1 of 1 people found the following review helpful By A Customer on June 13, 2003
Format: Paperback
The best recommendation I can give this book is that I am going to suggest it to my congregants. It is written for them, that is, hard working, Spanish-speaking immigrants who may not understand how money really works. And by the way, I understand the book is soon to be available in Spanish.
The reason I like this book as a pastor, is that what Barajas means by "financial greatness" is not an idolatry of the dollar, but a much broader approach to true happiness. In his how-to approach, his illustrations, and his closing forms to complete, he guides the reader through a wholistic approach to life.
First is the question: what are your major life foci and roles? He gives the examples of foci that include physical health and spiritual growth. Then he deals with roles that are associated with each focus, e.g., spouse, parent, coworker. And this like every other chapter concludes with a written exercise to help the reader answer the focus question.
Chapters on "Core Values," "Ideal Outcomes," "Starting Point," "Obstacles," "Resources," "Strategy," "Practical Systems," "Monitor Progress," and "Celebrate and Share" follow. This is a good pedogogy and an integrate approach. Money is central to but not solely what he means by wealth.
I plan to give this book to my compadre, and once he has read it, to discuss it with him. I think it will help him manage his hard earned money as well as prioritize his values. And that will make him not only a more proficient bread winner, but a more grateful recipient of the banquet of life.
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1 of 1 people found the following review helpful By A Customer on August 26, 2003
Format: Paperback
I just finished reading Louis' book, The Latino Journey to Financial Greatness. The book is extraordinary. I am a financial advisor from Houston, Texas and have been working in the Latino community for over 5 years now. I read so many books on personal finance that I thought no one could specifically address the financial needs of our community. It's thoughtful, inspirational, and just plain honest and practical. I now recommend this book to all my clients. As someone who is currently involved in the financial planning industry, I can honestly tell you that this book will transform our community to financial greatness. I hope the book does well. I will definitely do my part and tell everyone I meet to buy a copy.
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More About the Author

Born in the barrio of East Los Angeles, Louis is a living example of the American dream...hard work, a successful business, and a rich, full family life. After some personal life changing events and years of experience at major financial planning, accounting and consulting firms in Southern California, Louis formed his own wealth and business planning firm in the early 1990's to help hard working men and women, who because of a lack of information or understanding, often made bad financial choices. Since then he has been writing books to teach people on MY STREET™ about financial literacy.