Flamin' Hot

May 1, 2021
A genuine up-by-the-bootstraps American success story. Once a janitor and now a PepsiCo executive, Monta�ez gives advice about self-empowerment through an account of his own unconventional climb up the corporate ladder. The son of field laborers, the Southern California native grew up in "the poorest part of the Spanish-speaking ghetto, the barrio." After dropping out of school in sixth grade, he left home at 14 to work odd jobs. At 19, he became a janitor at the Rancho Cucamonga Frito-Lay plant to provide for his young family. For the next decade, he made ends meet with side hustles, one of which involved selling homemade tortillas and salsa. When Frito-Lay cut his hours, Monta�ez hit on the idea of making chili Cheetos and experimented on extra unused product from the plant. He called the prototype Flamin' Hot Cheetos and then broke ranks to "think like an owner" and call then-CEO Roger Enrico to pitch his creation. A revolution was suddenly underway in Monta�ez's life as well as in the snack industry. The author suggests that his revelation came about by asking "what if" questions, which helped him take game-changing risks. But his rise through the corporate ranks came slowly because many executives took issue with both his lack of education and his ethnicity. Monta�ez found support among a few executives like Enrico. Others blocked his progress--e.g., a regional director who "neglected" to tell him about a managerial position offer Frito-Lay finally made to him years after the successful launch of Flamin' Hot Cheetos. Rather than embitter him, these lessons taught the author to "fight harder" and, later, to actively pursue deserved compensation and promotions. This classic rags-to-riches story about underdog ingenuity, hard work, and the motto of "faith it til you make it" will appeal to entrepreneurs, specifically among marginalized communities, and anyone seeking motivation to spark the "flamin' hot" ideas that can change a life. Down-to-earth and inspiring.

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May 15, 2021
A wise proverb declares necessity the mother of invention. Monta�ez was working as a janitor for Frito Lay when the possibility of losing hours or maybe even his job drove him to action. Using Cheetos that were set to be discarded, Monta�ez experimented with his wife Judy's chili sauce to give the crunchy snack a kick. When he perfected his recipe, he reached out to Frito Lay CEO, Roger Enrico, presented what he'd made, and the rest is history. Monta�ez's journey to eventually becoming vice president at Pepsi involved learning the ins and outs of the company and being a problem solver. This book's effectiveness lies in Monta�ez sharing his experience in upward mobility to readers seeking to better themselves. Monta�ez, who overcame poverty and learning disabilities on his way up, stresses "finding courage to get past your fears, utilizing hunger to push yourself."" Mentors at both Frito Lay and Pepsi looked out for Monta�ez, but he always ultimately pushed himself forward with toughness and resilience. This fascinating biography and business book will gain Monta�ez many fans.

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