00:00
Hola. I'm Claudia Romo Edelman and I'm Cynthia Kleinbaum Milner and
00:05
a La Latina, the playbook to succeed being your authentic self
00:08
And in this episode,
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an incredible guest, Claudia Romo Edelman.
00:13
Claudia is the founder and CEO of the,
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we are all Human Foundation,
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Hispanic star and also the A LA Latina podcast.
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She has dedicated over 25 years to marketing and advocacy for global
00:26
organizations including the Un UNICEF,
00:29
the Un refugee agency and the World Economic Forum.
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Claudia is an entrepreneur and businesswoman and she's launching a new brand
00:36
of Cactus based spirit,
00:39
Sotol. She speaks six languages.
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Today. We're going to do this in English.
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And she has been pivotal in launching global initiatives like the sustainable
00:48
development goals, the sustainable development goals,
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lions and product red.
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Remember the one with Bono Claudia is a board member of many
00:57
private and public companies including the electric vehicle company,
01:01
Canoe. She's an advisor to the venture capital firm,
01:04
Touch Capital. She's the trustee of several nonprofit organizations including kind
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the friends of the Smithsonian Latino Museum and the National Museum
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of Mexican Art in Chicago.
01:16
Claudia. Welcome to a La Latina.
01:18
This is amazing. Cynthia.
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We've been discussing how important it is for Latinas to generate wealth
01:32
particularly because we understand that only 33% of Latinas have retirement
01:36
income from savings or other assets.
01:39
So how can your company help in this equation?
01:42
Well, we have several options for saving and investing accounts.
01:45
The one for beginners,
01:47
if you are a beginner is our fully managed investing product.
01:51
This is perfect for those who want to set it and forget
01:54
it. You can select the risk level and even choose the
01:57
type of companies you can invest in.
01:59
That's amazing. So what is the minimum needed to open an
02:02
account? $1? You just need $1 no excuses.
02:06
The earlier you begin to invest,
02:08
the sooner you will start seeing returns for your investment.
02:11
So how can people get started?
02:13
Simply download the Money Lion app and open a managed investment account
02:17
It's quick. It takes just a few minutes,
02:20
do it. So I have to tell you,
02:23
I've known Claudia for like almost a year and I have always
02:27
wanted to do this episode because I've gotten to know a little
02:31
bit about you through our episodes.
02:32
But I don't think I have any idea of the journey and
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what a freaking big deal you are.
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And our audience also doesn't know where you come from.
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All the things that you've done to leave this world a better
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place to make this world a better and how much substance.
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There is behind the beautiful woman on the outside that you are
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So really, this is gonna be a special episode and
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I'm excited to be shooting it today and I love it.
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And for that occasion,
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a happy face, happy face,
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happy face. Those listening to this,
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it is a comment about my T shirt.
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So go to youtube and,
03:06
and take a look and I'm gonna start the same way that
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you always start. Let's start with the most important topic of
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what made you be who you are?
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How was your upbringing?
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Talk to us about living in Mexico,
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your family, like the people that really showed you the way
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I am actually very excited about this.
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After listening to all of our guests and learning so much from
03:31
them, I realized how a deep opportunity this is.
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So. Thank you so much.
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I grew up in Mexico with a family of very strong women
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Well, no, my family is from the north.
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So but pretty much in Mexico City,
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let's put it that way.
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Like Nortenos viviendo and la Ciudad de Mexico,
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a family of very strong women.
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My two grandmothers, very,
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very strong Matri Arcas Absoluto,
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my mother and my dad met playing basketball.
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My mother was a professional basketball player.
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She was in the national team of Mexico,
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traveling the world and with my grandparents supporting her,
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going from, you know,
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the Panamericano and you know,
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like,, like seeing her go to Cuba and play
04:12
with Fidel Castro, one on one cas caritas.
04:15
And so my mother was a big deal in basketball.
04:18
My father was an amateur of basketball.
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They met pretty much on the result of a ball.
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Right. They had three kids.
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And,, my mother quit,
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obviously when she was pregnant,
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she was three months from the Olympics when she couldn't play in
04:30
the Olympic. So she was training so much for and the
04:32
Olympics were in Mexico.
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So I can only imagine for an athlete now that I have
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a daughter that is an athlete,
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what it means, right?
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Really, to have babies when you're about to get into the
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Olympics and not being able to play,
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she was like a little too late in the pregnancy for being
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allowed. But they had three kids.
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I was the middle one and the two of my siblings died
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when they were 18 months old,
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both of them and they had this very,
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very rare genetic incompatibility,
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my parents and it's twice really,
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really bad luck. And so all of us started over like
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developing over fast. So instead of walking at the age where
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kids start walking, we were like twice as fast.
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we were talking and walking and running and,
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and the doctors were like,
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wow, this is really not like average.
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And my siblings when they hit the nine month Mark,
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they started going backwards.
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So from running to walking,
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walking, crawling, crawling,
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sitting down and they died when they were 18 months old,
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they were both of them.
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No 111 older and one younger than me.
05:35
And that was like an incredible experience for both,
05:40
for both my parents.
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But what it meant for me,
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what it meant like I didn't realize it.
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to see, I barely remember having met my,
05:48
my younger brother. But what it meant to me is that
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I grew up under a microscope.
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People saying like, is she gonna make it?
05:55
Is she not gonna make it?
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I remember my nanny couple of times waking up and having a
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mirror under my nose and seeing what I was breathing.
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And not only growing up with the sadness of my mother
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which was very present because my father and my mother couldn't
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stay together after those experiences.
06:12
But also thinking that I was very strong because everybody told me
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wow, she's not dying like she's passing the mark and
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every birthday was like a huge celebration of like I made it
06:23
to two. I made it to three.
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And so I remember actually my,
06:27
all the people saying like you're strong as a fact stronger than
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death. And I also remember how much of a mission they
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thought it was related to like there must be a reason why
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you we didn't die there must be some,
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but there's something, probably you have something big to do.
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So, between those two things,
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I think that it really marked my sense of one,
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everything is possible and I'm not going to,
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if I'm stronger than death,
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I'm, we're gonna be able to find ways in which we
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can control malaria and,
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you know, like all the big ambitious goals that have been
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very attracted to me come from probably a sense of it's doable
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Like if I'm not impossible,
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possible, right? Like everything as possible.
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So that sense of possibility,
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but also the sense of optimism from my mother surviving that thing
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of like being in the ashes and taking herself up and the
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saying like I'm gonna study economy and I remember her like crying
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and studying at the same time and coming to university with a
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daughter and a single mom and,
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and seeing as a fighter was for me,
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probably a sense of that's what we do women,
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that's what that's how we go about it.
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We pick up ourselves and we go for the big fights.
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You have a good relationship with your mom,
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right? Really close.
07:44
Yeah. That's amazing.
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We've heard that from many of our guests that they,
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they've had a strong moms.
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OK. So I had no idea about this and I'm sorry
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about your siblings, but I feel like the trauma makes us
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so much stronger. So I see,
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I see the connection that you're making there.
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So you grow up with a single mom in Mexico.
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And, and where did you go to college?
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How did you get here?
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I I was with a single mom but not a single
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person in my family.
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I was surrounded by really strong women.
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My aunt, my mother's sister was a really strong presence
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I didn't have my father living with me,
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but I had my aunt living with me and my grandmother very
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close by and I went to live with her and so on
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as a fundamental piece and I understood the the value of having
08:29
references all across. And those references meant that if someone was
08:33
too busy, I could go with one or the other.
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And I do think that that's part of what attracts me of
08:37
a La Latina as well,
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creating those networks of strong women that are willing to play the
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village. And even if it's only three,
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And my father married 11 times and I started discovering siblings
08:52
all along throughout my,
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my youth. And you know,
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like a couple of them are like best friends for me,
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my sister, who's my,
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my hero and I love her to pieces,
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So as soon as I graduated from university,
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I studied, I studied two careers,
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I did communications on the one side and philosophy on the
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other. And I did a master degree on,
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on photography at the same time.
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And I was working at like,
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literally was trying to get myself as busy as I could.
09:17
And the day I graduated from my prom to the plane,
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and I left to Europe and I never came back.
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So I never worked in Mexico.
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I always worked for Mexico or alive.
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that's so you were the only daughter of your mom,
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but you had a lot of siblings on the other side.
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That's right. So big family on one side,
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but a lot of a microscope on the other side,
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what are you gonna make with your life?
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So you go to Europe to make a life for yourself?
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Like why did you go to Europe?
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What was your journey like getting a job?
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So a friend of my mother said if you work for me
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during the summers, for a couple of summers,
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I'll give you a job as a diplomat because I'm a diplomat
09:54
in Europe. And I did that.
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I literally was like her driver,
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cleaning lady, nanny,
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all the things that I could do during a couple of summers
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for her to embrace me when I finished school.
10:06
So when I finished finally graduation,
10:08
which by the way was like for me,
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one of the most prominent memories that I have of myself is
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I went from the prom to the plane literally with the hairspray
10:17
and the super toupee and like,
10:20
and I remember because the person behind me on the plane was
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like, can you remove your hair from?
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I can only imagine this is too big.
10:28
The the in which year was this or we don't want to
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sign for it. So the night is still like a lot
10:33
of hair spray and II I went for it.
10:36
I totally like Marie Simpsons.
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You go to Europe to start a career as a diplomat.
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I have no idea what that means.
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So what does a diplomat do?
10:44
What does the career of a diplomat look like?
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I there, I just knew that I wanted to see the
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world. I was very excited about that opportunity of understanding Europe
10:54
I was very attracted to Greece and the origins of life
10:57
After studying philosophy,
10:58
I literally wanted to see that where I was doing that.
11:01
And II I was backpacking for six months.
11:04
And the friend of my mother called me month too and said
11:07
like you need to come to Switzerland faster because I need a
11:13
I never spoke about this.
11:14
This is the first time I'm gonna tell this story.
11:17
you know, like in her office,
11:19
working for her for a party and I started developing my own
11:23
sense of like who I,
11:25
I'm, I'm good convening.
11:27
like this is a great way for,
11:29
for me to start understanding what is Mexico in Switzerland.
11:33
She worked in the Mexican after a couple of weeks and then
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I was like, so when am I gonna meet anybody else
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And when am I gonna get my job?
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wait, wait, this coming is coming.
11:44
At some point I went to the toilet in the embassy and
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and this person was not there and someone rushed and said
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like, who are you with you in that office?
11:52
Like hitting are you like,
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ok, do you need a hand?
11:55
Are you like, do you need help?
11:57
I'm the next employee of the embassy because Anna has promised me
12:01
for three years that we're gonna have this job.
12:03
And the day after the ambassador came and knocked the door and
12:06
said, like, you need to come here like who told
12:08
you that you had a job?
12:09
There's no job for you.
12:11
And I had no business in creating a job for you?
12:14
So you should go home because there's no future for you here
12:17
And I cried in front of him for an hour and
12:20
a half and he was like,
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ok, I, I think I owe you this,
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you know that you've been hiding in this room for three months
12:26
And then I came back and I started talking to the
12:28
Minister of Foreign Affairs.
12:29
And like I want a job,
12:30
I told my family I was gonna get a job in a
12:32
diplomatic embassy. So I want it.
12:35
And after a fight over,
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you know, like several months between the friend of my mother
12:40
and I literally, I won the case after six months of
12:43
fighting it and she was removed from the embassy.
12:46
I got the job in the embassy and that was the first
12:48
ever fight that I ever had as a grown up for a
12:52
space. And that I think that let me because I had
12:56
to believe that everything is possible.
12:57
I was strong and there was a mission.
12:59
I was like, this could be the beginning of my mission
13:02
she thought she could hide you not very smart like you don't
13:07
bring Claudia Ramo and say nobody's gonna notice her.
13:12
what do you think made you feel like you could fight it
13:15
that you didn't just take the the laws and be like,
13:19
OK, I'm gonna go back to Mexico.
13:20
There will be other opportunities.
13:21
I think the example of my mother,
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my mom went from being a basketball player to an economist.
13:28
And at some point when she was like in her forties and
13:31
she was a pretty decent economist and she was working in the
13:34
desert, Sonas Arida in Mexico.
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And the love for the desert from me comes from her and
13:39
seeing how the desert healed her.
13:41
But also how she was trying to maximize what economic benefits could
13:45
bring to Mexico. And all of a sudden in her mid
13:47
forties, she was like,
13:48
you know what? I wanna be an actress.
13:50
I don't want to be an economist and everybody was like,
13:54
you have responsibilities and she was like,
13:58
And I saw that woman who was coming out from the ashes
14:01
being strong as an economist go for the unknown and not that
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she was fearless. She was panicking.
14:08
And we went through really hard times like her actors and dancers
14:12
in the theater place where she got a job were feeding me
14:15
because we didn't have enough food to eat.
14:17
But I, I saw her being fear free.
14:20
She was like, I'm gonna take the decisions of my life
14:22
not fear. So I'm gonna manage my fear and see
14:25
how long I can go without really breaking.
14:27
And I think that when you have an example of that like
14:30
wow, she did it and she became AAA like a
14:33
successful. And so I think that that experience impregnates in you
14:39
when you see that your parents are giving it all and that
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you can, you can give it a try and that there's
14:44
nothing really bad that can happen just like you can lose a
14:46
battle. But and then after you were in the embassy in
14:49
Switzerland, you've had different roles with doing marketing and advocacy in
14:54
like the biggest, more most important international organization.
15:00
it's not like any organization.
15:01
It's like if anybody wants to work in changing the world for
15:04
a better place, they would put every organization you've worked at
15:07
it would be in like the top five from everyone you've
15:11
worked in each one of them.
15:12
How did you get to work there?
15:15
What do you think you brought to the table that you were
15:18
basically picked for these roles?
15:20
Once I was accepted as a diplomat,
15:22
I was trying to be deployed by the Mexican Foreign Service,
15:25
which made me very proud because I was probably the youngest member
15:28
of the diplomatic service in my generation.
15:31
And I realized it was not for me.
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I'm sorry, thank you so much for the opportunity.
15:36
And I really like love the honor,
15:39
but this is not what I want to do.
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So they gave me a couple of years of sabbatical where during
15:45
the time that I was working as a diplomat,
15:47
I met the people of the World Economic Forum because I had
15:50
to procure for the Mexican delegation to come to the World Economic
15:54
Forum. And they invited me a couple of years to be
15:56
part of their external staff.
15:58
And I did information desks and I did all the jobs that
16:01
a young person would do.
16:03
But I think that I saw in me two things.
16:07
The first one is what I was like loving.
16:09
And I think that I heard from a number of our guests
16:12
how much, how important it is to realize what gives
16:15
you like to measure your temperature,
16:17
what gives you energy?
16:18
What are you good at and what you,
16:20
what you bring to the table?
16:21
And I was good at getting the attention of people,
16:24
organizing parties and doing convenings and bringing people along.
16:28
And and I also saw that I wanted to aim high
16:32
and aiming higher. Led me to say like,
16:35
can I work here instead of just like a couple of weeks
16:38
a year? Can I just like be employed?
16:40
And can I go into the next one?
16:41
I think that that's something that it like that inner ambition
16:46
that I saw as a positive all the time led me to
16:50
opportunities and then also to knocking doors and to be able to
16:54
use my superpowers very early on.
16:56
I have seen that in you like that.
16:58
Obviously, you're like very good with public relations and making people
17:02
feel comfortable and very welcoming also very you,
17:06
you dream very high.
17:07
But one thing you didn't say and II,
17:09
I wonder if you see this in yourself is that you are
17:14
very good at elevating conversations,
17:17
the conversation, every conversation is happening at the level of what
17:20
comes out of your mouth and also what's in people's mind,
17:24
right? I think you're very good at reading what's in people's
17:27
mind and not stay in the tactical elements.
17:30
And I wonder if like you were talking to the most successful
17:33
business people, government officials,
17:36
like, how does somebody that's so young can hold herself in
17:41
a conversation with presidents,
17:42
with CEO S? Do you see that in yourself?
17:45
Like your ability to process both?
17:48
Have a casual conversation?
17:50
But also like what's in the person's mind that the real problem
17:54
that they're trying to solve and how you can help them elevate
17:58
their mission. So my,
17:59
my dad, my mom was circle,
18:04
He was a civil engineer.
18:06
My mom was actress and embracing everybody and louder than life and
18:09
bigger than life and all hands and movements.
18:12
And my father was still engineer,
18:14
you know, like highways and he always was on the street
18:18
side of life. And he did when I was a kid
18:21
my parents were divorced and when I was a kid,
18:23
I saw him on Sundays and he would take me to sunburns
18:27
and he started doing this thing that I found really annoying at
18:31
the beginning. But I got used to it,
18:33
which was he brought me to sunburns and he would sit me
18:37
down 8678 and onwards and then left and left for 20 minutes
18:43
and then came back and said like,
18:44
ok, just look at me how many plants are in the
18:48
restaurant. How many people are,
18:50
you know, wearing pink?
18:51
What is the conversation that the,
18:52
the, the, the table next to you is having and
18:55
depending on the answers I got right.
18:58
It was whether I could get an ice cream or something or
19:00
not. And he made me literally terminator,
19:04
like I was able to go to a place and,
19:06
and see that he would like his love was higher if I
19:11
got it right. So I tried to absorb as much as
19:14
I could as young as I could to be able to,
19:16
you know, like gain my father's acceptance in a way.
19:19
So that piece of observing and then the other one is like
19:23
he was incredible as the idea level.
19:25
And he told me very young that there's a pyramid in life
19:29
the most basic of human brain activity focuses on people.
19:34
The next level is an events and the higher level,
19:37
which is what you want to get your brain to is an
19:40
idea. So you want to be able to move and understand
19:44
the people where you are and then move to the events level
19:47
But then really where you want to have the conversations and
19:49
the most interesting conversations on where you should focus your brain activity
19:53
is in the ideas and connecting ideas.
19:56
And I think that those two pieces allow me to in a
19:59
way start one connecting the dots pretty easily and and looking at
20:03
the bigger picture and then also be able to understand where I
20:07
Like the terminator where I am in a group of people that
20:10
need to be important and let's make them feel important.
20:16
I see but I see that in you,
20:17
I see you speaking like about ideas much more than speaking
20:20
about events, speaking about people.
20:22
So I like knowing where it came from.
20:25
OK. So can we talk a little about product red and
20:28
Bono? Yes. Just because I want to know like,
20:30
how did that come about?
20:32
And what did you learn in that process?
20:35
I don't know if all our audience knows,
20:36
but Product Red, what it was like in the nineties,
20:39
right? And it was this 12 years ago or like early
20:42
2000 and the initiative was to raise money through products for A
20:47
So I was always Mafalda,
20:49
the Argentinian character that wanted to have social justice and like literally
20:57
for the, for justice and for others.
21:00
And so I grew up that way and I was always that
21:02
way and I was very lucky to have an early experience that
21:08
allowed me to see how untamed I needed to be
21:12
to be able to be myself.
21:14
there was the earthquake in 1919 85 and I was a teenager
21:20
like, like probably you and everybody else like was panicking
21:25
because there was like not one earthquake but another and another and
21:28
another and half of Mexico.
21:29
City fell down and I was in South Mexico City.
21:34
like a lot of that area was destroyed.
21:36
So we all went out of our buildings and our homes and
21:40
I started seeing the self organizing and self leadership that emerges
21:45
from crisis when there was this group that was doing shelter,
21:48
that group that was doing food.
21:50
And there was a group that was sweeping the streets.
21:51
I was in that group,
21:53
which was sweeping the streets and trying to find whether there
21:56
was someone trapped in the buildings that fell down.
21:59
And I remember that I was walking and I somehow heard a
22:03
voice, but I was not 100% sure.
22:05
And nevertheless, I stopped and I started screaming.
22:08
And in the group where I was,
22:09
there were only men and there was one man that turned around
22:12
and saw me and said like what?
22:14
And I said, I think I heard a voice and he
22:17
was like, think or heard and I started screaming even louder
22:22
He came back. And by the time he came back,
22:26
there was clearly a voice.
22:27
So both of us looked at each other and started screaming like
22:30
come back. Four of us were there,
22:31
we started screaming until there was 20.
22:33
I don't know how many people we started pushing for hours until
22:36
there was a breakthrough.
22:38
And there was a light coming through the building and the eyes
22:41
of the girl that was there looking at us with the eyelashes
22:44
full of dust and looking at us like you got me right
22:47
That, that feeling of I'm I I made it and
22:49
that was the first ever time in my life I felt useful
22:52
Yeah. And that was a wonderful and overwhelming feeling.
22:56
But also it was the first time in my life in which
22:58
it made sense. all the criticism that I have of
23:02
being loud. And my father telling me you have to stop
23:04
being loud, you have to control yourself.
23:06
You're too loud, you're too loud.
23:07
I was like, it's freaking great to be loud.
23:10
And because I was able to do that when I was 15
23:13
and not 35 I was able to continue being myself and using
23:19
that as a power that I replicated all along.
23:22
So this idea of using my voice to get the attention of
23:25
people to see something that they don't see necessarily or they are
23:30
but it is valuable and it's visible.
23:31
And when I saw that mother hugging that girl,
23:34
I knew that was important for me to continue doing that.
23:37
And that's basically what I've done for the UN for UNICEF or
23:42
and then the global fify its tuberculosis.
23:44
Malaria was very close to my heart because my mother being an
23:46
actress, all these dancers,
23:49
all these uncles, the ostia that were feeding me in the
23:53
times of despair that were doing the homework with me while my
23:56
mom was on stage were dying.
23:58
I know my uncle who,
23:59
who's in the theater.
24:00
Same. So I also started helping.
24:02
Exactly. So they were dying.
24:04
I saw them one after the other getting into this disease that
24:07
people were panicking about and were stigmatized and I couldn't hold them
24:11
anymore and I couldn't do anything.
24:13
And so when the opportunity arrived to move from the United Nations
24:16
after the World Economic Forum,
24:17
which was a wonderful experience that shaped my life increased,
24:21
my network increased my absolute confidence in the beauty of the world
24:26
and how much you can shape it.
24:27
I moved to the United Nations,
24:29
the refugee agency, but I landed in the global f fight
24:32
a tuberculosis malaria and that was still a time in which we
24:36
couldn't control A I and but the world was tired of it
24:39
So it was a fatigue of aid and you know,
24:41
30 years and we're still not there.
24:43
And when are we going to get it?
24:45
And so the idea of creating something that could turn it into
24:49
an emotion for people to support,
24:50
to give that was really,
24:52
really interesting and appealing.
24:54
Like how do you turn,
24:56
how do you turn people to give by making it sexy by
25:01
you guys? Made it cool.
25:02
Like I had the T shirt,
25:04
the phone, it's like Zumba in a way,
25:07
Zumba made exercising fun and red was the,
25:11
the idea was to make consumption,
25:14
and making choices between these sunglasses and these sunglasses.
25:18
I'm gonna choose the ones that are gonna help someone.
25:21
And I want to be part of that group that people that
25:23
are like in the world changing peace,
25:25
only by consum consuming.
25:27
It doesn't matter, you know,
25:28
like I don't wanna feel guilty about consumption.
25:30
I just wanna feel great about it.
25:32
And so giving birth to it,
25:34
launching it at the World Economic Forum in Davos,
25:37
those are memories that are like precious and then pushing it back
25:41
really shaped my my lens as a marketer of how much
25:45
there is a desire out there of people to make choices based
25:50
on their values. And there is no evil person out there
25:54
So it's very easy to,
25:56
you know, like getting into a trend.
25:57
And I hope that with the political waves that we have today
26:01
we're not going to actually tame tame the consumer and say
26:06
no, you shouldn't be caring about others.
26:08
You should be only caring about yourself.
26:09
So I'm very grateful about the red opportunity.
26:12
Working with working with celebrities,
26:15
giving my mother's background was a very natural for me because I
26:19
was always surrounded by diva.
26:21
My mom was diva number one.
26:23
And so I got used to it.
26:24
And so working with celebrities that cared about the world was
26:28
something that I was always in my plate.
26:30
Every single job I had involved the management of celebrities,
26:34
whether it was Angelina Jolie or Ben Affleck or,
26:37
or working with Bono with Charlize Theron or whatever it
26:40
is, it is a great experience to be working with brilliant
26:43
people that care about the world,
26:45
whether they are in the entertainment business or not.
26:49
this is, it has nothing to do with the podcast.
26:52
I wonder where you get the strength because I wanna know if
26:55
you have a playbook for your strength,
26:57
you have been to places where I'm sure you see a lot
27:00
of suffering, like you've made it your cost to like,
27:03
stop the suffering and to help.
27:05
And I know you spent a lot of time in Africa and
27:08
I'm sure you, you must have seen things that like if
27:12
I go, I would just go and cry,
27:13
cry, get on a plane,
27:14
come back. I can't even see it in the news.
27:16
How do you handle the importance of not being able to help
27:19
everyone that needs help and still like we need you to be
27:23
strong and we need you to be possibility.
27:26
And that's what's got you where you are.
27:28
But I'm sure you've had many moments in which you're like,
27:30
I'm never gonna be able to change the world.
27:33
That's the thing. It is possible.
27:35
Like the world is more malleable than what we think you can
27:39
It's possible. Just look at the changes you and I have
27:42
seen in our lifetime.
27:43
Smoking was absolutely aspirational.
27:46
30 years ago. My father wanted to be like the Malboro
27:49
guy, my mother wanted to be like,
27:51
doing the perfect rings of smoke.
27:53
Like you could smoke in a plane for God's sake.
27:56
And that was a killing,
27:58
habit. And we have seen how it's possible to
28:01
change habits of the world,
28:03
to change industries. We have seen how Pharma has been able
28:07
to put prices down so that medicine is affordable for all.
28:10
So it is possible to do big changes.
28:13
What I have learned throughout the years is one going and connecting
28:17
to the source is important for people like me to get angry
28:23
and that sense of justice that keeps me driven in a way
28:27
which is like the lottery of birth shouldn't determine the destiny of
28:32
someone only because you were born in a place or born in
28:35
a way, shouldn't be the determinant of your future forever.
28:39
And that is about taking control on agency,
28:42
but also giving agency to those that want to change their possibilities
28:47
Think about it in your own family,
28:49
like only because I had two siblings that died or something like
28:52
that. It's not gonna determine that I'm gonna be like a
28:54
sad person or this person or my mother was like that.
28:57
But also in the world affairs,
28:59
it's possible to make sure that you go to a place
29:03
and you understand that genital mutilation is unfair,
29:06
that torture is unfair as a practice that poverty is solvable.
29:11
But then come back and understand that the one big piece that
29:14
we need to understand is that those ambitious goals are solvable,
29:18
but you cannot do it alone.
29:19
So the trick is how do you get as many people as
29:22
possible to share, share the same dream and see what you
29:25
see and put a map and a plan like Napoleon never won
29:30
a war or never moved a finger without a plan.
29:33
We need plans. And I think that that's where I get
29:35
a lot of energy about which is like creating master plans for
29:39
things that are gonna benefit so many people as many people as
29:42
possible, which is for example,
29:44
what excites me about Latinos.
29:45
You're always thinking long term and you,
29:48
I've never seen you getting too worried or too bothered by short
29:53
term things. You're like something happens,
29:55
everybody is upset and you're like,
29:57
OK, maybe we have a couple of weeks,
30:00
a couple of years of like problems.
30:03
But I see that we are gonna overcome and we need people
30:07
like you to tell us that.
30:09
Now let's talk about the World Human Foundation.
30:11
You, you move to the US and you were told Claudia
30:15
you're Latina, right?
30:17
So I moved to the US and the first two years,
30:19
I didn't even know that until I started hearing it in
30:22
the street that people said like Hispanic,
30:24
Hispanic are like, what is this Hispanic thing?
30:26
It's only an American thing,
30:28
right? It's only in the US thing.
30:29
And we like take it so seriously.
30:32
what is this Hispanic?
30:33
Who? I'm a happy Mexican?
30:35
Like, what is this Latino labeling that people are putting on
30:38
me? And what does it mean to be Hispanic?
30:42
And then I started understanding that it was like a label that
30:46
people got to like 26 different countries of origin.
30:51
So whether you were Mexican,
30:53
Colombia, Venezuela and Brazilian,
30:56
we all belong to the same category.
30:57
Like I've never seen any random,
30:59
like a bigger category.
31:00
So like calling it hills as opposed to like OK,
31:03
whatever I felt the same way.
31:06
And then when I started getting deeper into the understanding of
31:10
it, it didn't make sense.
31:11
I even called for a dinner with friends and my friends that
31:14
were in that dinner were like,
31:15
super surprised I call it QC dinner.
31:19
Please come with your research and data.
31:21
It was que Carajo dinner because I didn't understand I was like
31:26
I'm looking at the data of all these Latino thing that I'm
31:30
gonna belong to and then the reality and it makes no sense
31:33
We're huge, but we're seeing a small,
31:36
we're powerful, but we see ourselves as weak.
31:39
I go to the restaurant and the Latino waiter wants to deny
31:43
he's Latinidad with me.
31:44
He wants to turn his Spanish into English.
31:46
He wants to like not see me so that he's not seen
31:50
as a Latino almost as if it would be a disease.
31:52
And that's the piece where triggered me.
31:56
but I'm gonna get married and so I'm an American
32:00
That means my diplomatic life of moving from one country to
32:03
another is gonna end and my kids are gonna be Latinos and
32:06
my daughter is gonna make 50% of the salary because I'm marrying
32:09
this guy. So this becomes personal and being a marketer.
32:15
I realize the Latino community,
32:16
we have real issues.
32:17
We have systemic barriers that we have to address,
32:19
but we have a massive issue of market marketing,
32:22
a reverse marketing problem.
32:23
And when I realized,
32:24
oh, this piece is something I could add value to.
32:29
And I started thinking like,
32:30
what am I gonna think in 10 years from now if I
32:32
didn't do anything about it,
32:34
I think I'm gonna hit myself against the wall and I'm gonna
32:37
regret not having jumped on this.
32:39
And so I realized that in order to fix the,
32:42
fix the marketing of or the branding of Latinos to change the
32:46
perception of Latinos, we needed some,
32:48
many other problems that we needed to fix,
32:50
which was the unity,
32:52
the unity and the pride of Latinos.
32:54
We needed to make sure that Latinos didn't feel that it was
32:57
a shame to be Latinos that they needed to hide it.
32:59
And we needed to have more Latinos thinking that it is possible
33:02
that we can see the,
33:04
the bright future out there,
33:05
which was not present a couple of years ago.
33:08
So I think that that's where the World Human Foundation started
33:11
as a, as a way to remind people that we're all
33:14
human. It was something that I started as a global thing
33:18
I moved into focusing on the Latino community,
33:21
changing the perception, elevating the Latino narrative and bringing unity,
33:25
pride and access to Latinos.
33:26
So it was not for Latinos in the beginning.
33:28
That's why the name I've always wondered why the name doesn't say
33:31
Latinos. So that's why because no,
33:33
no, no. The World Human Foundation started when I was
33:35
working at the United Nations and I started seeing how the data
33:40
of racism discrimination and xenophobia was sparking like crazy.
33:44
And I went to my boss and I said like this
33:48
is gonna come and bite us unless we do an anti discrimination
33:53
and a like a diversity and inclusion campaign.
33:58
We're going to have a huge issue every time that we,
34:01
we, we posted videos of African kids for campaigns for UNICEF
34:06
of hunger or vaccines and so on.
34:08
There was so much hate coming into the videos like,
34:12
no, you don't deserve vaccines,
34:13
you don't deserve this.
34:14
we need to do something and it was much easier to do
34:18
it from the outside than to do it from within.
34:20
And I, so I set up the World Human Foundation.
34:22
We created a podcast to start highlighting the stories of the champions
34:26
making a difference called Global Ghost Cast,
34:28
which is the president of a La Latina.
34:31
Just to remind people that we're all part of the same human
34:34
family and to move the needle from tolerance to acceptance.
34:38
And then I was like,
34:39
OK, so I can do that or I can do my
34:41
own community, which is a and for the first time,
34:44
something personal. So I,
34:45
I decided to focus on the wor on the Latino community
34:48
At first, can you talk to us about that pledge
34:51
I remember like maybe a year ago,
34:53
you got like hundreds of the CEO S of the biggest companies
34:58
in the US to promise that they were gonna hire more Latinos
35:01
right? Can you tell us about that?
35:02
So there are like three insights that we followed.
35:05
And because I've been always on the very resourceful side of the
35:09
story, I never had big budgets.
35:10
I always had to be very data driven to see where do
35:14
I spend the very little resources that I have.
35:16
So we understood that number one,
35:19
the trust of Latinos is un existent in,
35:22
in institutions. So we don't trust government,
35:24
we don't trust media,
35:25
we trust our boss and we trust our families.
35:29
OK, so if bosses are the source of trust,
35:33
we need to make sure that companies are informing Latinos training Latinos
35:37
moving Latinos giving to Latinos.
35:39
Because if there's a pandemic,
35:41
people are not gonna listen to the media to go and get
35:44
vaccinated, they're gonna listen to my boss.
35:46
The one person that is giving me my job that I trust
35:49
The number two is that 77% of Latinos didn't know about
35:53
their own contributions to the country.
35:55
So imagine that most of the people in the room do not
35:58
know what they're doing or how they are.
36:00
Like, it's almost like operating in the dark.
36:02
So we wanted to make sure that we educated Latinos about
36:05
the power of Latinos and then started educating the rest of the
36:08
country. And the last piece was that 76% of Latinos could
36:12
not be themselves at the workplace.
36:17
but you pretend to be George and you hide yourself and you're
36:21
flying low as I can and leaving yourself out there,
36:24
which is a shame for companies because there's a revolving door that
36:27
happens. And there's the,
36:28
when, when you're so disenfranchised,
36:29
you're not as productive.
36:31
So we created products and instruments for solving that.
36:35
And the pledge came from that inside of the 76% of Latinos
36:39
And we went with companies and said,
36:40
like, look, you need to create more inclusive environment for
36:43
Latinos so that they stay so that they can be more productive
36:46
so that you can attract them more.
36:48
You can just make them a promise,
36:52
promote retain and celebrate them.
36:54
So we called it the Hispanic promise.
36:56
We launched it at the World Economic Forum in Davos a couple
36:58
of years ago, like 2019 and we are like in 350
37:02
companies right now that have used the instrument,
37:06
not only to make a promise,
37:08
but to get the best practices to get to know the vendors
37:11
that can help them in implementing those strategies.
37:14
Because everybody understands that they,
37:16
that by now, everybody like,
37:19
I have to go with Latinos.
37:20
So I have to get to understand the environment where I am
37:24
and I wanna have a framework that tells me were very sustainable
37:28
development goals. It's like the sustainable development goals for Latinos in
37:31
a way for companies.
37:32
And so I, I think that that's where the birth of
37:35
the instrument is. We were very lucky to have been company
37:38
and the University of Chicago and IBM and a number of players
37:42
really injected and transform it from,
37:44
you know, like we created a little bicycle.
37:46
Now, it's a concord that has,
37:48
you know, like all the tools necessary for,
37:50
for companies to operate.
37:51
I have a question that I do don't usually ask our other
37:54
guests, but I'll ask you,
37:55
what are you most proud about?
37:57
You've done so much in your life.
37:58
What are you most proud about?
38:00
So Mother's Day, obviously,
38:02
you know, like it's a great reminder of priority setting and
38:06
how important it is for me to have moved into a place
38:09
from guilt to pride of being a mother.
38:13
so, so, so much before and I was traveling so
38:15
much because my focus was African crisis and war and disaster zones
38:20
that I went when I left my home,
38:23
And so being able to,
38:25
I prioritize and number two,
38:27
be able to feel good about being a mother is the the
38:30
thing that I'm so proud of being my kids so well.
38:33
Like both of them going to college being 10 years in America
38:37
right now and seeing like,
38:38
wow, the American dream truly for myself,
38:42
for my kids, for the ideas for the Latino community.
38:46
I think that I really like the Sustainable Development goals,
38:48
lions. Can you explain to our audience what that is?
38:50
Right? So the Sustainable Development Goals are a master plan from
38:54
created by the United Nations,
38:55
signed by 193 countries for the future of the people on the
38:59
planet and the prosperity of,
39:01
of all. And so it has 17 goal,
39:04
169 indicators that is basically the to do so that we can
39:09
have a planet without,
39:11
you know, pollution,
39:12
without poverty, with electricity for all,
39:14
with gender equality, with education,
39:15
for all. And so when you get to a plan like
39:18
that signed by so many people adopted by millions of companies,
39:22
individuals and and so on,
39:25
we just wanted to bring it to the world that I know
39:27
the best, which is creativity and marketing.
39:29
So I went with the United Nations to the Cannes Advertisement Festival
39:32
which is one of the platforms that I use the most
39:35
that is most useful because I work a lot with brands and
39:38
with companies in winning the hearts and minds of people.
39:41
You need, if you're me,
39:43
you need the creative industry a lot,
39:45
you need agencies, you need brands,
39:46
you need media. And so I went and said like this
39:50
Your consumer is going to be demanding worldwide to be buying from
39:54
purpose led companies to be working in companies that are like looking
39:58
at the better world.
40:00
And so this is great as an incentive to make the world
40:03
a better place, but also to allow your companies to show
40:06
leg of the work they're doing on purpose led initiatives.
40:09
So we created the Sustainable Development Goals awards,
40:12
the Sustainable Development Goal lions.
40:15
And I think that that's where you see now the best of
40:18
creativity come every year on campaigns on climate change,
40:23
poverty inequality. So it's fantastic for me every year when I
40:28
go and see the awards,
40:29
I see them and think,
40:30
yeah, that's that's a good baby.
40:33
It's I'm always very surprised and,
40:37
and pleasantly surprised about how much the,
40:39
the next generations care about that because I grew up in a
40:44
generation and I did marketing originally for a generation that said they
40:49
would be interested in something that was more sustainable but wasn't willing
40:54
So you would ask people,
40:55
do you want us to send you this package right away or
40:59
do you want us to wait and consolidate everything and we're going
41:02
to pollute less? No,
41:03
I just right right away is fine.
41:05
So we weren't willing to put the money where our mouth is
41:09
and I see it very clearly like millennials a little less.
41:12
Gen Z is definitely like they are willing to pay more and
41:16
they are willing to only work and put their money with companies
41:19
that are sustainable. It makes me wonder how much of that
41:23
you created with like having created the Sustainable Development goals,
41:27
having created the lions.
41:28
I think a lot of the work that you did is the
41:32
reason why Gen Z is putting the money where their mouth is
41:36
So I thank you for that.
41:37
I don't know about that,
41:38
but I do know that what is a key word is genuine
41:43
and how authentic you are in what you do.
41:46
And so when I started,
41:49
in, when I started my first podcast or,
41:51
you know, like even getting married,
41:53
you know, like I said,
41:54
like, should I try to be more understandable?
41:57
Should I try to decrease my heavy accent and try to be
42:00
more of what everybody is so that they can understand me?
42:03
like even trans transcript services couldn't understand 50% of what I
42:08
Probably not in this one.
42:10
And then I decided that I didn't want to be more proper
42:13
I wanted to be as awkward as I am as,
42:16
you know, heavy accent as I am because I think that
42:20
I like people that you can see.
42:21
You get what you see.
42:23
And I'm a Nortena and in my side of life,
42:27
our people from Chihuahua and Baja California,
42:30
we are straightforward,
42:33
we're loyal, we're direct,
42:35
we're root oriented and I just didn't want to pretend to be
42:41
I do know that as a speaker and as,
42:45
you know, like as a Panelist in many occasions where I
42:49
I was like, I'll take it,
42:51
it doesn't matter. I'll take it because I think that we
42:53
have to take those spaces,
42:55
we have to do it and,
42:56
and connect genuinely with people that feel reflected in you and
43:01
and, and understand the responsibility that it takes when you're
43:04
so good at data reading when you're so good at reads room
43:09
reading that you're gonna be representing the voices of many people and
43:13
that, that comes with,
43:14
you know, like with the responsibility as,
43:15
be as direct, as genuine,
43:17
as, as transparent as you can.
43:19
Does that mean you have never had to dial down being who
43:22
you are and being Latina.
43:23
No, it meant that when I moved to Switzerland,
43:27
when I was 2324 in Bern in that experience.
43:31
And then finally I got my job and I got my apartment
43:33
and we call it vitto because it was this size.
43:38
I made it, I got my job.
43:40
I'm in Switzerland. I had a salary and I had absolutely
43:43
no idea how to navigate the Swiss German system.
43:45
So I started getting tickets from the police.
43:48
They're like, you're flushing the toilet after 10 p.m. ticket.
43:51
You're not greeting your neighbors ticket.
43:57
It's to flush your toilet after 10 p.m. right?
43:59
You survive this environment.
44:01
No one gave me the manual and then I was like,
44:04
ok, so what I need to do instead of being left
44:07
Mexican is I have to learn the rules and just not flush
44:11
and not do this and so on.
44:12
But I started also smarting the system and every time I started
44:16
sending tickets to people,
44:18
you're not understanding me tickets.
44:21
I'll call the police I went to the supermarket and I was
44:24
like, oh, you're racist.
44:25
You're not giving me enough fast service.
44:27
You're a racist. I'm gonna call the police to give you
44:30
like I, when I was working on refugees and asylum seekers
44:35
and every time I went to a room of the Swiss authorities
44:38
to negotiate your policy changing.
44:40
And they were very distracted by my,
44:44
exotic rumba. And I saw the imaginary pineapple come top of
44:49
my head in their mind.
44:50
I was like, sure I'll dance rumba but just sign my
44:53
paper very quick so we can get over this very fast,
44:56
right? Like it's like I,
44:57
I don't think that I dialed down,
44:59
but I smart out the system as much as I could,
45:03
but I did learn the language that I needed on.
45:08
not greeting so that I could get into the system and not
45:12
be an outcast. I have to say you do balance really
45:15
well leaning on like you're very beautiful,
45:19
you're tall and you walk into a place and people notice you
45:23
and I think you balance very well,
45:25
like being comfortable with the fact that you get a lot of
45:28
attention and also being confident on the fact that you have so
45:32
much substance. It's like,
45:33
you know, you're not just a pretty face,
45:35
but you're using, you're ok with people first accepting you because
45:39
of your pretty face.
45:40
And then very quickly you show them that there's a lot more
45:43
a lot more behind it.
45:44
And I think Latinas,
45:45
we should all feel comfortable.
45:47
A lot of Latinas are very pretty.
45:51
you know, like we should look beauty talk smart.
45:54
Yes, exactly. Don't talk beauty talk smart.
45:57
What would you tell yourself when you were like in your early
46:00
thirties? That, what,
46:01
what do you wish you could tell yourself?
46:03
Oh God. So I was completely risk averse.
46:06
II, I should have recognized that I was an entrepreneur
46:11
an entrepreneur, a social entre or like whatever it is
46:15
whatever setting you put me in.
46:17
I was keeping on like I was inventing and creating and innovating
46:21
and disrupting of debt all the time.
46:23
And I did that with organizations as a fact in my farewell
46:28
party of the World Economic Forum,
46:30
my former boss, Klaus Rab said Claudia is the only person
46:35
that could come back 149 times after getting a no 150 times
46:42
Like I just like should have recognized that that was an
46:46
I was an entrepreneur and taken the risk of going on my
46:51
Like what I'm doing right now and what I did when I
46:54
left the United Nations and I created the World Human Foundation was
46:57
a massive step. It took me so long.
46:59
I almost didn't do it because I was so scared like,
47:02
I don't know how to do it alone.
47:03
I don't know how to be alone.
47:06
And and I'm doing it right now by becoming an
47:09
entrepreneur and launching my own brand of the sool that my family
47:13
has been producing for 40 years.
47:15
But I, I think that I would have told myself to
47:20
take more risks that life was gonna be ok that my kids
47:23
were gonna be ok because I was good enough,
47:26
big enough, smart enough.
47:29
And that I could have made it,
47:31
you know, like without having to have like the fixed salary
47:33
and the fixed institution behind me,
47:36
I probably would have done an MB A much earlier.
47:41
I called a couple of people.
47:42
I said like, do you think I should do an MB
47:44
A? And all of them were like,
47:46
you're never gonna be in the business darling.
47:48
And so I should have probably just like paid my attention
47:52
to my intuition as well and understand that intuition is the combination
47:55
of like a lot of experience and intelligence that you put in
47:59
yourself and that you are like your,
48:00
your body is smart enough to process that.
48:03
And I should have followed my instinct and do an MB A
48:05
and take more risks and probably start being an entrepreneur the
48:08
way that I am today.
48:09
I love it. So I know that everybody wants to
48:14
work with you, like,
48:15
you get more linkedin messages than anyone.
48:17
I know every time I meet somebody that is in the space
48:21
you're Claudia's co-host. I've been trying to reach out to her
48:24
She doesn't respond to me.
48:26
And it's true. Like a lot of people want,
48:28
I do, I do respond well,
48:30
but a lot of people want to,
48:31
to associate themselves with you but also work with you because they
48:35
know that you dream big,
48:36
you make things happen.
48:37
So my question to you is why a La Latina,
48:40
why from the 100 things that you could be spending your time
48:43
on, you have decided that this is worth your time and
48:46
energy. First of all,
48:47
I do respond to people.
48:49
So keep reaching out number two,
48:51
I love the fact that I do feel the love and I
48:54
feel the love and I do think that all of us who
48:57
have a desire should just like manifested,
49:01
express it, say it and say I want to do big
49:04
things who wants to come with me and that's when you get
49:07
people saying it. So if you don't express it,
49:09
it's gonna be hard for people to follow you,
49:11
right? Like even if it doesn't,
49:13
if it doesn't happen in one day,
49:15
maybe it's in a year or maybe two.
49:16
But you said it and I think that all of us should
49:19
have a little bit more like aim high manifest faster and let
49:24
people actually come with you.
49:25
Once you have a clear idea of where you wanna go
49:28
But I think that a La Latina is,
49:31
is so clear to me from the moment I met you that
49:34
we had these complementary skills,
49:37
I was thinking of doing a podcast and I didn't have a
49:41
clear idea of where to go.
49:42
And when you arrived,
49:44
you had a very clear problem that needed solutions and a particular
49:49
solution that was very attractive to me,
49:50
which is let's focus on gender,
49:53
let's look at playbooks so that so that we can help
49:56
the next gen to do it in half the time.
49:59
And I think that having a platform where we can
50:06
bring the voices of others when we can bring methodology to my
50:10
own thinking. Like I have so many ideas like the flip
50:13
the script and others.
50:14
So so many methodologies that I have learned that I just needed
50:18
to make sure that we can,
50:19
you know, like have a platform.
50:21
So it was a perfect combination for me of elevating the work
50:25
that we all human was doing,
50:26
focusing on, on Latinas having a very specific scope,
50:29
which is how do we bring Latinas from corporate America to give
50:33
the playbook to other women that want to be incorporate America understanding
50:36
that that's the place that Latinos trust the most.
50:38
So if we can mobilize corporate America,
50:40
Latinos are gonna be better off for the next five generations.
50:44
So that's really an important like,
50:46
theory of change and working with you was very attractive because I
50:50
think that we are very complimentary.
50:52
I love how over the last two seasons we've been,
50:57
you know, like doing and solving and learning and navigating in
51:00
a way that I hope is exemplary for how Latina should be
51:03
with each other. Like help each other,
51:05
support each other, cover each other,
51:08
and, and be and be supportive of each other.
51:11
Cool. Like we have seen the reaction of the our audience
51:16
and we feel like we struck a chord that we are providing
51:20
something that doesn't exist and,
51:21
and I hope that we scale it and we do a lot
51:24
more and that we inspire a lot more.
51:27
the only thing I would say I think is for younger Latinas
51:33
I know that you learn when you experience something right?
51:36
Teenagers, you're like,
51:37
don't do that, don't get too drunk because you're gonna like
51:41
feel really bad the day after.
51:42
But unless you experience it the first time,
51:44
it's very hard. But I would say say,
51:47
spare yourself the bruises if you can truly what you know,
51:52
like what expects from a lot of us is is doable
51:57
It's possible, is changeable,
51:59
is Marable. We can do it.
52:01
I've seen it now in the fastest time.
52:05
So there to trust there to believe there to show up and
52:09
just like, believe that,
52:11
believe that what we're doing is one of the resources that can
52:14
help you be at the top in half the time with half
52:18
the process. Claudia.
52:19
I've loved learning more about you.
52:21
I, I wonder if our team also now they're like,
52:24
oh my God, we are with Claudia all the time and
52:26
we didn't even know half of the amazing things you've done.
52:29
So, thank you for leaving Tina.
Series