Origins of National Hispanic Month

It is in the tradition of our country to recognize, cherish and conserve the many cultural contributions of the people who have helped achieve the greatness of our Nation. It is high time that our immigrants and their descendants from Latin nations, as well as those citizens whose Spanish heritage and lineage within the current boundaries of the United States date back to pre-pilgrim days, were honored in the same manner.  —Representative Robert D. Price (Republican-Texas) on H. J. Res. 1299, 90th Congress (1968)

On June 11, 1968, California Congressman George E. Brown, together with 19 cosponsors, introduced House Joint Resolution 1299, authorizing the President to proclaim annually the week including September 15 and 16 as “National Hispanic Heritage Week.”


The purpose of the resolution was to give recognition to the Hispanic influence and the role of Hispanic people in American history. It called on the people of the United States to observe the week with appropriate ceremonies and activities.

Congressman Brown’s original resolution mentions the states, cities, and towns with Hispanic names; the roles of Hispanic people in developing cities, towns, and regions; and the considerable population bearing Spanish surnames.

The legislation asserts the United States’ wish to attain mutual understanding, respect, and appreciation of the cultures, heritage, and arts of our neighbor nations. President Richard Nixon later emphasized this point in his proclamation of September 12, 1969, stressing the importance of ties with the United States’ Latin American neighbors.

The resolution further states that the “Spanish surnamed population has contributed the highest proportion of Medal of Honor winners through acts of bravery and determination in the defense of our land.”

The proposed week included the dates of September 15 and 16. September 15 is the day when five Central American nations, Guatemala, Honduras, El Salvador, Nicaragua, and Costa Rica, celebrate their independence from Spain in 1821. September 16 is Mexican Independence Day, commemorating that country’s independence from Spain in 1810.

Congressman Brown’s district included a large portion of East Los Angeles and other parts of Los Angeles with heavy concentrations of Hispanic or Latino residents. He was joined in the sponsorship by two Hispanic Congressmen, Edward R. Roybal (Democrat–California) and Henry B. Gonzales (Democrat-Texas).

Altogether the sponsors included 13 Democrats and 6 Republicans from the five southwestern states: —California, Colorado, Texas, New Mexico, and Arizona—plus one New York Democrat. Representative George H. W. Bush (Republican-Texas), later 41st President of the United States, was one of the cosponsors.

Brown’s wasn’t the only resolution introduced in 1968 to authorize the President to proclaim annually National Hispanic Heritage Week. Two similar joint resolutions, S.J. Res. 184 and 196, as well as another House Joint Resolution, H.J. Res. 1301, were also introduced and show the momentum toward celebrating Hispanic or Latino contributions in an officially designated way.

H.J. Res. 1299 made an easy passage through the House, with one amendment to delete the supporting clauses in the resolution in favor of a short and concise text. It was sent to the Senate, where it was referred to the Judiciary Committee and reported out without amendment.

President Lyndon B. Johnson signed it into law on September 17, 1968 (Public Law 90-498).


Johnson issued his first proclamation on National Hispanic Heritage Week the very same day as he signed the legislation. Proclamation 3869 calls “the attention of my fellow citizens to the great contribution to our national heritage made by our people of Hispanic descent—not only in the fields of culture, business, and science but also through their valor in battle.”

Twenty years later, in 1988, S. 2200 was introduced by Senator Paul Simon (Democrat–Illinois) to extend the week-long celebration into a month-long celebration.

Simon’s bill was the companion bill to an earlier attempt by Representative Esteban Torres (Democrat–California), H.R. 3182, which amended P.L. 90-498 by deleting “week” and inserting “month.”

Torres remarked that a month was more suitable for proper observation and coordination of events and activities to celebrate Hispanic culture and achievement.  While his bill died in committee, Simon’s bill passed Congress and was signed into law by President Ronald Reagan, on August 17, 1988 (P.L. 100-402).

Since 1988, we have celebrated the rich and vibrant Hispanic culture and history with National Hispanic Heritage Month from September 15 to October 15.

Writing a Creative Brief

Many creative marketing projects get underway without a clear sense of expectations between the marketing folks requesting the project and the creative folks delivering upon it, resulting frequently in lost time and expensive rework. A marketing brief is the best way for the marketer to clearly lay out a framework for the creative team. The process can be driven by either side – creative or marketing – but both sides need to agree on the brief before the work can commence. Here’s the Creative Brief Template that was shared with me when I was at Apple Computers.

Please summarize this program and what you want to achieve:
How will you measure the success of this program?

Who is the Primary Audience?
What should be avoided in talking to this audience?
What do they believe before we tell them anything?
Who is the secondary audience?

What objectives are you trying to achieve?
What are the priorities of those objectives?
Can you suggest strategy or positioning to achieve the objective?

The Message
If you could get one sentence through all the clutter, what would that be?
If they asked you to prove it, how would you do that?
What other major points do you want to communicate?

The Medium
What is the best way to reach this audience?
Is there another way?
Are there existing pieces that this piece must work with?
How will this piece be delivered to the audience?

Anything Else
Any other design objectives or special circumstances?
Are there any mandatories that must be in the piece?

The Deadline
When must the message get to the audience for maximum effect? (i.e. trade shows, events, product intro dates)
When must we deliver the finished work?

How much money do you have to spend on this project?
Has this budget been approved? By whom?

The Responsible Parties
Who needs to sign off on final execution?

The Effectiveness of Regret

Regret is a tricky one. It’s clearly not rational, and its afterthoughts are impractical. Yet regret can be a fantastic and efficient impetus for making decisions.

I realized a lot of the choices in my life have been made by using regret as the metric to project how I would feel about potential consequences. There was a persistent trend underlying the source of a lot of dissatisfaction:

I was bothered by things I didn’t do.

More bothered by the things I didn’t dare try.

And most of all, hated the unforgiving curiosity of endless “what if’s” and “might have’s”.
Really, why live with this nagging feeling when it’s possible not to?

Weighing every choice with the intention of preempting regret does wonders. It puts an abrupt stop to unease tinged with fear of missed opportunity. When there is no definitive best solution, future-oriented hindsight adds so much perspective, especially if one of the choices is at odds with what is logical or with what feels like is expected by others.

As much as my decision-making relies on this, the problem with this strategy is twofold:

1. It’s ultimately a reactionary tactic. The course of your life is dictated by seizing what you would rather not want to miss out on than what you actually may want to do. It seems unnecessarily relativistic if what we value is objectivity.

2. The feeling of regret, at its core, is a dimension of sentimentality. By definition, that sentimentality allows emotion to trump logic.

So the question really is: can using a comparative, logical framework to make decisions based on predicted emotions still be logical in the end? But then again, how unfulfilling our lives would be if we allowed logic to be the supreme driving force in all our decisions?

If we believe happiness is synonymous with lack of regret, then this tactic would be all but infallible. It was particularly surprising to hear this was the very approach that prompted Jeff Bezos to take a leap of faith to launch Amazon, as he officially formalized into “The Regret Minimization Framework”. It seems like a systematic method, but I’d also be curious to see if it would always lead to the optimal outcomes we’re looking for. Arguably, regret minimization deals with consistently avoiding the most negative results but doesn’t necessarily generate the most positive.

Looking back, I can pinpoint that this was the underlying motive that drove me to do a lot of things that seemed strangely ambitious or even out of place. But it’s also the same rationale that has gotten me a lot of things I couldn’t have fathomed attaining otherwise.

I’d rather do more than wonder if I missed out.

I’d rather risk looking foolish than avoid dismissing something before it’s even had a chance to happen.

Seeking a regret-free conscience requires the conviction that there’s nothing to lose. It simply makes more sense to just go for it.

If nothing ends up happening, then it won’t matter. But if something does work out, it just might mean the world.

And the fact that that possibility exists is worth everything.

The Power of the 6 Month Test

Every once in a while, I like to take a moment to reflect with what I call The 6 Month Test. I find it incredibly illuminating and motivating to benchmark things into perspective.

The test is simple — there are only two questions: Am I a fundamentally different person than who I was 6 months ago? and Is this difference a good thing?

Try it.

Let your mind wander to half a year ago — What were you doing, working towards, hoping to have? What were your concerns? What did you want to be better at?

Now fast forward to where you are today — Has there been measurable progress towards those things? Are you now facing a new set of challenges? Are the walls towering in front of you different than those that appeared before? Do you feel any differently?

Most of the time, I’m astounded by how much of a difference 6 months can make.

I’m intrigued by the sheer volume of new experiences I’ve had, people I’ve met, and ideas I’ve come across. It’s fascinating to relive how and why these events have impacted me. A few times, I truly question why I said or did X, Y, Z things just a mere few months ago and feel so relieved to have moved beyond that.

If the answer is no, not much has changed, then I also know I’ve been spinning my wheels and need to be more deliberate in architecting my life or putting myself in situations to be exposed to more opportunities.

I love this test because it’s so revealing. There’s no hiding from your progress. The only question more powerful is, “Where do you want to be 6 months from now?”