Daring To Be Positive: A Commencement Speech by Gustavo Cisneros
…s were not familiar with satellite TV—so instead of expecting consumers to come to us, we had to come to them. We hired salespeople, and arranged demonstrations in busy areas. Sales went through the roof, and this method became the model for other countries in the region. It was a big lesson for me as a businessman. When people tell you “do it this way or fail,” do not accept that. Find the opportunity to make it better. That brings me to the seco…