I Dream Big Because of Their Sacrifices
Kita + her parents at the #ShowUpJefa Experience in Long Beach, CA on November 12, 2023
Our parents worked day in and day out and some nights too, so we could dream our wildest dreams and actually pursue them. That’s not something I take for granted.
Every time I help a Jefa find the words for her offer, every time I witness her say her name and her vision out loud, I think about the sacrifices behind that moment. The quiet legacy she’s carrying. The pressure she’s trying not to show.
Because building a business as a first-gen Latina is hard. Stamping your name on something is a major step but it’s not just about a logo or branding. It’s about visibility. Clarity in your voice. And honoring where you come from without getting lost on where you’re going.
The Unseen Weight of First-Gen Entrepreneurship
When you're the first in your family to step into this world of business, you're carrying more than ambition. You’re carrying:
A lack of blueprint — no family playbook, no shortcuts
Cultural tension — trying to stay grounded in your roots while learning how to speak boldly and be seen
Financial unknowns — from cash flow to compliance, learning as you go
The fear of failure — because it’s not just about you anymore
The silence — of building without reflection, wondering if anyone truly gets it
And then we wonder why clarity feels out of reach. Why we second-guess our message. Why we feel like we’re “behind.” But here’s the truth: You’re not behind. You’re building through weight most people never had to carry.
So Why Does Confidence Feel So Hard to Hold?
It’s not that we’re unsure of what we do. We know how to work hard, that’s embedded in our DNA. Our families wouldn’t have come this far without it.
We’re capable of building out offers. We serve our clients with our hearts. Pero we were raised to be modest. To avoid taking up too much space. To defer. To hustle. To stay quiet until spoken to. So when you build in isolation, clarity fades fast. Confidence feels performative. Even your voice starts to sound unsure.
That’s not because you’re unprepared. It’s because you’ve never had a space to practice, to be heard, or to grow out loud. You’ve never had a space where your brilliance could breathe.
Confidence Grows in Community
The biggest shifts I’ve witnessed don’t come from a PDF or perfect brand board. They happen in real time in 1:1 moments, in group coaching, and in rooms (virtual or not) where a Jefa says her intro out loud for the first time..
..and then someone else nods and says: “Yes. That’s it. That’s powerful.” We don’t just need tools. We need mirrors. We need accountability. We need spaces where we’re reflected, refined, and reminded of who we already are.
You Deserve to Grow Without Shrinking
Your brand doesn’t need to be louder it needs to be clearer. Your message doesn’t need to be perfect it needs to be practiced in the presence of others who truly see you and are building something too.
Your confidence? It was never missing. It’s just been waiting for the right room for you to develop in.
If you’ve been carrying the weight of doing it all alone, I want you to know:
There’s space for you to grow not perfectly, but powerfully.
Because we weren’t just raised to survive. We were born to lead.
I see you, Jefa. Keep going. #ShowUpJefa
Con Amor, Kita
