We recently connected with Ana Carolina Treviño Tejeda and have shared our conversation below.

Ana Carolina, thanks for joining us, excited to have you contributing your stories and insights. Let’s kick things off with talking about how you serve the underserved, because in our view this is one of the most important things the small business community does for society – by serving those who the giant corporations ignore, small business helps create a more inclusive and just world for all of us.

Fostering Organ Donation Awareness in the Hispanic Community: A Story of Impact

The Hispanic community in our region has long faced significant barriers to healthcare access, which has, in turn, led to lower rates of organ donation. Language differences, cultural misunderstandings, and a lack of trust in the healthcare system have left many families vulnerable when it comes to donation opportunities. This issue goes beyond numbers; it impacts lives and can mean the difference between hope and despair for countless families waiting for a second chance.

Last year, we joined forces with several local Hispanic non-profits to address this critical need and bridge the gap. Our mission was clear: to create a culturally resonant campaign that not only informed but also empowered the community to consider organ donation as a way to help others, potentially saving lives.

We began with extensive research, engaging with community members and leaders to understand their concerns and perspectives. We listened to stories of fear and confusion in navigating the healthcare system and the sense of being overlooked by mainstream health messaging. This valuable feedback guided our approach, ensuring that every piece of content—was not merely translated but transcreated to resonate deeply, capturing the nuances of language and culture.

One of our most impactful initiatives was a series of cultural events held at community centers, consulates, and other trusted locations. These events featured bilingual healthcare professionals who spoke about the life-saving impact of organ donation and shared personal stories of hope and healing. More importantly, these gatherings offered a safe space for people to ask questions and receive information without fear or judgment. For many, these events were more than just an educational opportunity; they were a lifeline—a reminder that they are seen, valued, and capable of making a profound difference in the lives of others.

Today, we remain steadfast in our commitment to this work. We know that improving health outcomes in this community is not just about disseminating information—it’s about building trust and demonstrating that their well-being and the well-being of their loved ones truly matter. This is why serving this underserved community is at the heart of everything we do.

Ana Carolina, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Ana, specializing in marketing strategy, market research, and media placement, mainly focusing on the Hispanic community. With a background in media strategy and bilingual outreach, I’ve had the privilege of working with various clients, from public health organizations like Denver Water and Tri-County Health Department to healthcare giants such as Cleveland Clinic and the City of Aurora. My work often involves transcreation, which is more than just translation; it’s about adapting content to resonate culturally with specific audiences.

I got into this field because I’m passionate about bridging gaps between diverse communities and the organizations that serve them. I saw a need for culturally relevant communication, especially for the Hispanic community, and I wanted to contribute to creating messages that truly connect. This drove me to focus on strategic planning and outreach that goes beyond surface-level translation, aiming instead for deep, culturally nuanced engagement.

My services include market research, media strategy, media placement, and transcreation for campaigns. I help clients better understand their audiences and craft messages that speak to their values and experiences. Whether developing a comprehensive marketing strategy or planning community-focused events, my goal is always to ensure the message is both authentic and impactful.

What sets me apart is my dual expertise in strategy and execution, paired with a robust cultural competency. I understand the nuances of the Hispanic community and use that knowledge to guide my clients toward more effective communication. I’m most proud of my work in healthcare outreach and finance, where I’ve helped improve access to information and resources for underserved communities. It’s incredibly fulfilling to know that my work can make a tangible difference in people’s lives.

I want potential clients and collaborators to know that my approach is always collaborative and client-centered. I’m here to listen, understand, and then strategize. My goal is to be a partner in their success, ensuring that their messages resonate authentically and effectively with their intended audiences.

Can you share a story from your journey that illustrates your resilience?

When I first arrived in the United States, everything felt foreign. I remember stepping off the plane, my heart pounding with a mix of excitement and anxiety. The sights and sounds were overwhelming—people speaking rapidly in English, signs I couldn’t decipher, and a sense of being completely out of place.

Adapting to the culture was a hurdle. I encountered different customs, food, and social norms. At first, I felt isolated, missing my home and traditions. I remember attending a community event where I was the only one who didn’t understand the humor in the jokes being shared. It was a stark reminder of my differences. Yet, instead of retreating, I chose to engage. I started sharing my own stories and cultural experiences, finding common ground with others.

One pivotal moment was when I volunteered to help organize a local festival celebrating diverse cultures. It was daunting, but I saw it as a chance to connect with others and showcase my heritage. As I coordinated with various community members, I realized how far I had come—not just in language but also in my ability to navigate a new environment. The festival was a success, and I felt a profound sense of belonging.

Through this journey, I learned that resilience isn’t just about enduring challenges; it’s about embracing them. Each struggle was a lesson, each mistake an opportunity for growth. I transformed my fears into strengths, forging connections that enriched my life. Looking back, I see my journey as a testament to the power of perseverance and the beauty of adaptation.

Have any books or other resources had a big impact on you?

Certainly! Here are some influential resources across various formats that have shaped management and entrepreneurial thinking:

Books
“Good to Great” by Jim Collins – Explores why some companies transition from good to great and the principles that make that possible.
“The Lean Startup” by Eric Ries – Focuses on how to efficiently build and grow startups using validated learning and experimentation.
“Start with Why” by Simon Sinek – Encourages leaders to start with a clear purpose and vision to inspire others.
“The Innovator’s Dilemma” by Clayton Christensen – Discusses why successful companies can fail if they don’t adapt to disruptive technologies.
“Drive” by Daniel H. Pink – Examines what motivates people and how to harness that in a work environment.

Videos
TED Talks:
Simon Sinek: “How Great Leaders Inspire Action” – Explores the power of starting with “why.”
Dan Pink: “The Puzzle of Motivation” – Discusses how traditional incentives can backfire.

YouTube Channels:
Valuetainment: Offers insights into entrepreneurship and business strategy.
Essays/Articles
“What Is Strategy?” by Michael Porter – Discusses the importance of strategic positioning in business.
“The Service-Dominant Logic of Marketing” by Stephen Vargo and Robert Lusch – Proposes a new way of thinking about marketing and value creation.
Harvard Business Review Articles: Various articles covering topics like leadership, innovation, and change management.
Podcasts
“How I Built This” with Guy Raz – Features stories behind the people who created some of the world’s best-known companies.
“The Tim Ferriss Show” – Covers diverse topics with top performers in various fields, offering practical advice and insights.

Online Courses
Coursera: Offers courses from top universities on entrepreneurship, management, and leadership.
LinkedIn Learning: Provides a range of courses focusing on specific skills in management and entrepreneurship.

Contact Info:

• Website: https://espuffin.com
• Linkedin: https://www.linkedin.com/in/anacarolinatrevino/