Meet Josue Hernandez

We’re excited to introduce you to the always interesting and insightful Josue Hernandez. We hope you’ll enjoy our conversation with Josue below.

Josue, thanks so much for taking the time to share your insights and lessons with us today. We’re particularly interested in hearing about how you became such a resilient person. Where do you get your resilience from?

My resilience is rooted in my faith and the unwavering support of my family and friends. Throughout my journey, both in life and as an entrepreneur, I have faced numerous challenges that have often made me question myself and my abilities. In those moments of doubt, I always turn first to my faith, and second to my family.

When I seek strength through my faith, I find comfort in Joshua 1:9. This verse has been a source of courage for me, especially during my lowest moments. It reminds me that God is always by my side, offering bravery and strength. In times of difficulty, whether in business or life, I hold on to the reassurance that God will never leave me.

My family also plays a crucial role in my resilience. Their love, care, and understanding of where they’ve come from—and what they’ve overcome—serve as a constant reminder of what is possible. They faced countless hardships and never gave up, so why should I? Their perseverance motivates me to keep pushing forward, no matter the obstacles.

Thanks, so before we move on maybe you can share a bit more about yourself?

Deciding to start Fuerzamigos was a difficult choice, especially since I’m already overseeing LA Kandies, a party supply business. But the opportunity to create something that could provide representation for my community was too important to pass up. As someone from Oaxaca, I’ve always told myself that whatever I pursued, I wanted it to reflect my culture. That’s why launching one of the first-ever Hispanic-owned protein bar companies felt like the right path. The ultimate goal is to offer healthy alternatives for Latinos to eat, helping move the needle in a positive direction for our community.

Currently, we offer just one flavor: Horchata, which has received fantastic reviews from not only Latinos but everyone who’s tried it. We’re also working on a few new flavors that we believe Latinos will really enjoy. Additionally, we are actively seeking funding to help expand our brand and product offerings.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

I believe that three of the most important qualities for an entrepreneur are courage, a willingness to listen, and networking. Courage, in my opinion, is the most crucial. Without it, you’ll never take the leap to start your own journey. Fear often holds people back from pursuing their dreams—many are scared of failing, and as a result, their ideas remain just that—ideas. The truth is, courage isn’t about being fearless, it’s about moving forward despite the fear.

Next, willingness to listen is key. Entrepreneurship is a tough road, and being open to advice and feedback from those who’ve been there before can save you both money and stress. Many entrepreneurs let their pride get in the way, but being able to take constructive criticism and learn from others is essential for growth. It’s about being humble enough to recognize that no one has all the answers, and there’s always something to learn from those who’ve had more experience.

Lastly, networking—while it’s something I’m still working on—is incredibly valuable. Networking isn’t just about making connections for business; it’s about building relationships that can open doors, provide opportunities, and introduce you to people who can help you along the way. Through networking, I’ve gained sales opportunities and met some amazing friends. It’s not always easy, but it’s something every entrepreneur should prioritize.

Of course, there are many other qualities that contribute to success, but these three—courage, willingness to listen, and networking—are at the top of my list.

Thanks so much for sharing all these insights with us today. Before we go, is there a book that’s played in important role in your development?

Outside of the Bible, one book that has had a significant impact on me is Your Next Five Moves: Master the Art of Business Strategy by Patrick Bet-David. I’ve read it two or three times now, and each time I find new insights. What I love about this book is that it does more than just teach lessons—it challenges you to think critically. For me, it has shifted the way I approach business. It encourages me to think beyond just one or two steps ahead and instead, to plan three, four, or even five moves ahead. It’s about cultivating an ambitious mindset, thinking big, and not limiting myself to the mindset of a small business owner.

What stands out to me is how Patrick blends practical business lessons with the wisdom he’s gained from other entrepreneurs. He also shares the books that shaped his thinking, which helps broaden your own perspective. A key takeaway for me from this book was understanding who I truly am within the business. In one chapter, Patrick discusses the roles of being a number one, number two, or number three in a company. While many aspire to be the CEO (the number one), not everyone is suited for that role. He emphasizes that some people are better suited to be in a number two or number three position, and I found that insight incredibly valuable. What I appreciated most about this chapter was how Patrick broke it down in a way that was easy to understand. He even includes a self-reflection exercise at the end, urging readers to leave their egos behind and evaluate their true strengths. By the end of that chapter, I came away with a much clearer understanding of who I am and where I fit within a business. It helped me feel more assured of myself.

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