Flamin’ Hot by Richard Montanez

Act like an owner–even if you work on the ground floor–and huge opportunities will present themselves to you.

The cult favorite snack Flamin’ Hot Cheetos would never have existed save for the entrepreneurial thinking of a Frito-Lay janitor named Richard Montanez. He snuck a garbage bag full of plain Cheetos home, and, armed with a vision to share his Mexican culture with the world, seasoned them with chili powder and lime juice. It took weeks of experimenting and testing–and an incredibly risky direct call to the company’s CEO, breaking with protocol–to launch what would become a billion-dollar idea. His break with protocol sent shock waves through the rigid corporate structure, where most people stayed in their own lane.

In Flamin’ Hot, Richard distills what he learned over a wildly successful career about finding hidden chances to advance in dead-end jobs, offering practical steps anyone can use to advocate for themselves and get ahead. The secret, he found, is to act like an owner–even if you’re an entry-level employee. Through stories of Richard’s journey from a migrant labor camp in Southern California to becoming the first Latinx employee promoted to an executive role within Frito-Lay, he offers a set of mindset shifts and strategies, teaching readers to:

• See opportunities that everyone (including their boss) is missing by using the “What if? What then?” method
• Pitch their idea to a skeptical room of decision-makers by using his powerful storytelling formula
• Fight back strategically when jealous coworkers try to derail their success
• Understand that you don’t have to influence everyone, only the rights ones

Flamin’ Hot provides hope that your present circumstances don’t have to dictate your future, carving a new path to the American Dream for anyone without connections, education, or money.