books

"Jefa in Training": The Game-Changing Guidebook

Ashley K Stoyanov Ojeda and her book "Jefa In Training"

The road to success for an entrepreneur is often a rollercoaster. Just getting started is often scary and daunting. As Latinas, many of us tend to inherit the "scarcity mentality" and our families and friends who often mean well, discourage us from setting off on a path different from their own. They say things like it's not dependable, or it's too hard, or what if we fail? Despite that, Latinas are now, more than ever, building successful businesses and have been leading the way for several years now.

And despite those great entrepreneurial numbers, we still lack mentors, resources, and role models.

Enter stage right: Ashley K. Stoyanov Ojeda authored "Jefa in Training," and the name suits her and this community perfectly. The spanglish guide is composed of intimate conversations with a wide range of Latinas and women of color to explore a world of entrepreneurship that will encourage you to chase that dream that you've obsessively been envisioning.

It also includes valuable tools and materials. Ojeda explains, "Whether a solopreneur or startup founder, this colorful compendium of lessons, interviews, and worksheets, is everything you need to take your side hustle to the next level, start working for yourself, and turn your ideas into something much bigger."

Luz talked with the business madrina on the eve of her book, which premiered on 2/22/22.

This interview has been lightly edited for clarity and flow.

What inspired you to write "Jefa in Training?

I was inspired to write Jefa in Training because I recognized a lack of resources for entrepreneurs by people I had things in common with. I noticed this gap when I was first starting to navigate the world of entrepreneurship and once I started working closely with other Latinas in The Mujerista Network, I noticed that they felt the same way. I wanted to create a resource that we all felt we needed - an approachable yet efficient toolkit that included a variety of different perspectives and actionable steps. "Jefa in Training" became that and more.

What part of the book was the most fun to write, and what part was the most challenging?

I had a really great time writing most of the chapters! The one that gave me the most trouble was the finance chapter and truthfully, I would not have been able to do it without my fantastic collaborator Vanessa Duran, Founder/CEO of DCC Accounting. In that chapter, she shares her framework, the One-Page Financial Plan, and all of the things to consider while building it. It's one of the most important things for any entrepreneur to understand, and it also can be one of the most overwhelming parts of building any business. We put together this chapter in a way for it to be approachable with the hopes that it will help many!

What would you say to an entrepreneur who is thinking of getting the book; how will it help in their journey?

"Jefa in Training" will help them build the roadmap they need to launch their business. The book was written so that yes, you can read it front to back, complete all the worksheets and at the end have a business plan - however, if you already have an idea and have been in business for some time, at the end of the day it's a toolkit as well. That means that you don't actually have to read the whole book to benefit from it! If you think you need help developing your USP, there's a chapter and framework for that; if you need help developing your sales strategy, there's a chapter and framework for that as well. Not only will it help them take actionable steps because of the workbook format, but it also will provide inspiration as they read the tips and stories from other successful Latinas throughout the chapters.

What perspectives or beliefs have you challenged with this work?

At some point in our lives, we all experience imposter syndrome and writing this book was actually the first time I experienced it first hand. It wasn't until I was writing the part about imposter syndrome that I realized why I was feeling this way.

"The reason that imposter syndrome exists is that more people like you aren't doing what they want to do. By doing what makes you afraid or anxious, you are breaking the cycle."

And just like that, I realized I needed to indeed break the cycle. I needed to write this book to inspire the next generation of Latinas to launch businesses and write books. I had to lead by example.

You're known as the business Madrina; how was the nickname born?

A longtime client of mine in the music industry once called me her fairy godmother, and at the time, I laughed it off. Once I started coaching more and more, I realized that she wasn't quite far off with that joke. My main goal is to not just coach entrepreneurs but to also help them get the resources they need (whether it be knowledge, network, funds, emotional support - whatever!). I never want to say "no, I can't help you" to someone. My vision is that I will indeed be able to go wave my magic wand and if I can't help them, connect them with someone who can.

Without giving too much away, please share a favorite quote from the book. Why did this quote stand out for you?

In the "Lessons Learned" part of the book, Julissa Prado (Rizo's Curls), says, "Just because something hasn't been done before doesn't mean it's not possible. Don't be afraid to do things differently." That really stands out for me because so many of us grew up thinking that being "different" is bad - when in reality, I truly see that through our differences, we can find our strengths (hence the chapter "Ser Diferente Es Ser Fuerte").

In closing, is there anything you would like to say to the Luz audience reading this article?

By taking the step of starting your own business, you've also participated in bettering the entrepreneurial landscape for women like us—and that is how we create real change. And I would be honored to have "Jefa in Training" be the tool that helps you launch. And I'm always a DM away if you need me :) Gracias!

Don't walk; run to buy this book if you've been thinking of going solo or are on your way to start a business. It'll become another tool in your toolbox on your entrepreneurial journey. You can purchase the book at: https://www.ashleykstoyanov.com/jefa-in-training


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impact

Six Latin American Indigenous Women Activists You Probably Didn't Know About

From left to right: Berta Cáceres, Comandanta Ramona, Rigoberta Menchú, Aura Lolita Chávez Ixcaquic, Guadalupe Vázquez Luna, and Leydy Pech

The world has seen countless inspiring women rise to fight for justice and equality, particularly for marginalized and oppressed communities. Their tireless advocacy has brought much-needed attention to issues such as women's and Indigenous rights, environmental justice, and preserving Indigenous knowledge and culture.

Despite their challenges and obstacles, these Latin American Indigenous women serve as powerful role models and reminders of the transformative potential of grassroots activism. Let’s take a closer look at their extraordinary lives and legacies:
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politics

This Viral Video Game Is Changing the Face of Voter Outreach

This Viral Video Game Is Changing the Face of Voter Outreach

In 2024, voting campaigns have evolved greatly, to say the least. Creativity is now the name of the game and tongue-in-cheek humor is expertly leveraged to drive action. One example of that is Bop the Bigot, a revival of a viral game created in 2016 by Bazta Arpaio, an Arizona activist group, as part of a campaign to unseat Maricopa County’s Sheriff Joe Arpaio. Arpaio lost his re-election to Paul Penzone that year.

The game has now been updated for the current election cycle and relaunched by On Point Studios, with new features added to enable players to find out what’s on their ballot, confirm voter status, and register to vote.

Much like its former 2016 version, the game allows users to take out their political frustrations by virtually “bopping” GOP candidates in the head. It’s very similar to whack-a-mole, except the mole is replaced by former President Donald Trump, Ohio’s Senator J. D. Vance, and Kevin Roberts, President of the Heritage Foundation, which is spearheading Project 2025.

cartoon renditions of Donald Trump and J.D. Vance around a Bop the Bigot logoPromotional image provided by On Point Studios.

B. Loewe, Director of On Point Studios, came up with the concept for this game when working as the Communications Director at Bazta Arpaio in 2016, and is the executive producer of this revamped version. In the first version of the game, Bop the Bigot players used a chancla (flip flop) to “bop” the characters, tapping into Latino culture by leaning on the childhood experience of being set right by a flying chancla from a fed-up mother or grandmother.

This year, the chancla is replaced by a more current element, a green coconut, referencing Kamala Harris’ coconut tree meme. There are also side characters like “the couch,” cat ladies, and more coconuts. All references to jokes about Vice-Presidential candidate Vance, or insults Vance has made about women on the campaign trail.

Another new addition is that Harris’ laugh is immortalized as the game-over sound effect, an unexpected detail that adds even more humor and levity to the game.

cartoon renditions of Donald Trump, Kevin Roberts, and J.D. Vance around a Bop the Bigot logoPromotional image provided by On Point Studios.

Bop the Bigot, which is playable on desktop and mobile, is intended not just as a way to vent political frustrations, but also as a tool for activism and securing voter engagement.

For example, the game supports the work of Mexican Neidi Dominguez Zamorano, Founding Executive Director of the non-profit organization Organized Power in Numbers by using the “game over” screen to prompt players to donate to it and support their efforts.

Organized Power in Numbers is focused on empowering workers in the South and Southwest of the U.S. through collective action and comprehensive campaigns. Their mission is to create a large-scale movement that challenges the status quo and advocates for workers' rights, and racial and economic justice.

Currently, Dominguez Zamorano is leading worker outreach to 2 million working-class voters in the South and Southwest through doorknocking, texting, and calls with the help of local groups in North Carolina, Arizona, New Mexico, and more.

“We have been blown away by the enthusiastic reception for the video game. We knew we wanted to be part of its creative approach because our movement needs more fun and laughter. We need more ways to connect with nuestra gente so we can feel joy among all the absurdity we witness every day,” Dominguez Zamorano shared with Luz Media via email.

“Our people are gente trabajadora and we deserve to feel uplifted even in our toughest moments. We are deeply involved in the South and Southwest so we know what’s at stake in this election and we’re happy this can be a resource to mobilize, raise spirits, and get out the vote," she concluded.

Dominguez Zamorano is a committed activist for immigrants and workers' rights, known for her strategist skills and expertise. She played a key role in the campaign to win DACA and has also held roles in major campaigns, including as Deputy National States Director for Bernie Sanders' 2020 presidential campaign. In addition to her work with Organized Power in Numbers, Dominguez Zamorano is serving as a Senior Advisor to Mijente’s Fuera Trump Initiative.

Grassroots efforts like these have taken on new life in 2024, with Bop the Bigot adding to the larger, ongoing fight against political apathy and disinformation. Just as it did during the 2016 race, the video game uses humor to soften the serious task at hand—getting people to the polls.

"We want the game to be a fun and comical outlet for anyone who’s been insulted, frustrated, or harmed by Trump in the past and everyone who is ready to move forward as a country after election day," explained Loewe in a press release. "The proposals in Project 2025 and the beliefs of Trump and Vance aren’t just weird, they’re truly harmful. We wanted to give people a humorous and peaceful way to smack down their racism and sexism. We hope it makes people laugh and also feel empowered and motivated to get to the polls on or before election day."

With a mix of satire, sharp political critique, and nostalgia, the game is a call to action. The upcoming election, which is getting closer by the minute, has sparked fierce activism and creative yet grounded initiatives like these aim to ensure voters are engaged, especially young Latinos and disenfranchised groups.

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opinion

Latinos Are Ready to Vote for Abortion Rights This November

hands holding up yellow protest signs that say Hands Off Our Bodies
Photo Credit: Gayatri Malhotra via Unsplash

Originally published in Common Dreams. Reprinted with permission.

The Latino electorate will prove decisive in securing reproductive freedom and abortion access through ballot measures around the country, particularly in states where Latinos are a significant portion of the electorate.

In November, abortion rights measures will appear on ballots across ten states, including Arizona, Colorado, Florida, Nevada, and New York, where Latinos make up a significant portion of the electorate. For decades, pundits and politicians have recycled long-held misconceptions about Latino voters and abortion access, citing our conservative and religious beliefs.

Anti-abortion extremists have long fueled these misconceptions through misinformation and disinformation campaigns targeting Latino communities with egregious lies and inflammatory rhetoric about abortion. Yet, polling, focus groups, and direct interactions with Latino communities have debunked these outdated tropes.

The Latino electorate will prove decisive in securing reproductive freedom and abortion access through ballot measures around the country, particularly in states where Latinos are a significant portion of the electorate.

For Latinos, the freedom to decide, a pillar of our American democracy, is critical. Meanwhile, Latinos are being hit directly with anti-abortion efforts that take away that freedom such as the six-week abortion ban put into effect by the Florida Supreme Court and the 1864 abortion ban upheld by the Arizona Supreme Court. In the wake of the Dobbs decision, people of color and Latinas have felt the impact of a lack of abortion access, an element of basic healthcare.

A 2023 report by the National Partnership for Women and Families estimated that nearly 6.5 million Latinas, or 42% of all Latinas of reproductive age in the country, live in a state that either had or was likely to ban abortion. Ironically, it will be abortion access and anti-choice efforts to restrict freedom of choice that will mobilize Latino voters this election.

In a poll conducted by three national reproductive justice organizations, 87% of Latinas named abortion and women’s rights as one of their top priorities as they head to the polls. Another battleground poll conducted by Somos PAC and BSP Research found that 61% of Latino registered voters expressed a more positive/favorable view of Kamala Harris after hearing that she will protect abortion rights, versus only 19% of Latinos who said they had a more negative view of Harris after hearing that.

In key states to secure the White House and both chambers, Latinos make up large chunks of the electorate: Arizona (25%), Colorado (15%), Florida (20%), Nevada (20%), and New York (12%). In the face of unprecedented attacks on basic healthcare access and targeted attempts by extremists to mislead and divide our community on this issue, this November Latinos will be key deciders on abortion access across the country.

Mari Urbina, Managing Director of Indivisible, Battleground Arizona Lead and former Harry Reid advisor.

Héctor Sánchez Barba is president and CEO of Mi Familia Vota (MFV).

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