{"version":"1.0","provider_name":"Live Limitless with Raam","provider_url":"https:\/\/raamanand.com\/insights","author_name":"raam","author_url":"https:\/\/raamanand.com\/insights\/author\/raam\/","title":"From Shining Floors... to creating Cheetos! - Live Limitless with Raam","type":"rich","width":600,"height":338,"html":"<blockquote class=\"wp-embedded-content\" data-secret=\"Vckcb3vvOK\"><a href=\"https:\/\/raamanand.com\/insights\/from-shining-floors-to-creating-cheetos\/\">From Shining Floors&#8230; to creating Cheetos!<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/raamanand.com\/insights\/from-shining-floors-to-creating-cheetos\/embed\/#?secret=Vckcb3vvOK\" width=\"600\" height=\"338\" title=\"&#8220;From Shining Floors&#8230; to creating Cheetos!&#8221; &#8212; Live Limitless with Raam\" data-secret=\"Vckcb3vvOK\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script type=\"text\/javascript\">\n\/*! This file is auto-generated *\/\n!function(c,d){\"use strict\";var e=!1,o=!1;if(d.querySelector)if(c.addEventListener)e=!0;if(c.wp=c.wp||{},c.wp.receiveEmbedMessage);else if(c.wp.receiveEmbedMessage=function(e){var t=e.data;if(!t);else if(!(t.secret||t.message||t.value));else if(\/[^a-zA-Z0-9]\/.test(t.secret));else{for(var r,s,a,i=d.querySelectorAll('iframe[data-secret=\"'+t.secret+'\"]'),n=d.querySelectorAll('blockquote[data-secret=\"'+t.secret+'\"]'),o=new RegExp(\"^https?:$\",\"i\"),l=0;l<n.length;l++)n[l].style.display=\"none\";for(l=0;l<i.length;l++)if(r=i[l],e.source!==r.contentWindow);else{if(r.removeAttribute(\"style\"),\"height\"===t.message){if(1e3<(s=parseInt(t.value,10)))s=1e3;else if(~~s<200)s=200;r.height=s}if(\"link\"===t.message)if(s=d.createElement(\"a\"),a=d.createElement(\"a\"),s.href=r.getAttribute(\"src\"),a.href=t.value,!o.test(a.protocol));else if(a.host===s.host)if(d.activeElement===r)c.top.location.href=t.value}}},e)c.addEventListener(\"message\",c.wp.receiveEmbedMessage,!1),d.addEventListener(\"DOMContentLoaded\",t,!1),c.addEventListener(\"load\",t,!1);function t(){if(o);else{o=!0;for(var e,t,r,s=-1!==navigator.appVersion.indexOf(\"MSIE 10\"),a=!!navigator.userAgent.match(\/Trident.*rv:11\\.\/),i=d.querySelectorAll(\"iframe.wp-embedded-content\"),n=0;n<i.length;n++){if(!(r=(t=i[n]).getAttribute(\"data-secret\")))r=Math.random().toString(36).substr(2,10),t.src+=\"#?secret=\"+r,t.setAttribute(\"data-secret\",r);if(s||a)(e=t.cloneNode(!0)).removeAttribute(\"security\"),t.parentNode.replaceChild(e,t);t.contentWindow.postMessage({message:\"ready\",secret:r},\"*\")}}}}(window,document);\n<\/script>\n","description":"You probably never heard of Richard Montanez. As the son of a Mexican immigrant who never made it past fourth grade, Richard lived with ten siblings in a one-room cinder block house in a migrant labor camp east of Los Angeles. To help pitch in, the boy picked grapes with his entire family, including his grandfather. He took other odd jobs such as washing cars, picking weeds and slaughtering chickens. Eventually, Monta\u00f1ez landed a job as a janitor with Frito-Lay, the snack food giant.&nbsp; He needed help filling out the application because he couldn\u2019t read or write.&nbsp; For the next decade the young man was determined to become the best damn janitor Frito-Lay ever had. He operated under a single piece of advice from his grandfather: \u201cMake sure that floor shines and let them know that a Monta\u00f1ez mopped it.\u201d One day, the CEO at Frito-Lay issued a video encouraging every employee to start behaving like an owner. When one of the assembly line machines broke and some Cheetos were left bare of any cheese powder, Richard brought some home with him and decided to experiment. With the help of his wife, he dusted them with the same sort of chili powder he had seen a street vendor use on a popular style of grilled corn known as elote. After testing the flavor with his family, Monta\u00f1ez first pitched the idea to former PepsiCo CEO Roger Enrico over the phone and was given two weeks to prepare a presentation to the executive suite. So Richard went to the library and checked out books about marketing and business strategies. He purchased his first-ever necktie for $3. He filled 100 plastic baggies with his concoction, sealed them with a clothing iron, and drew his own logo and design on every single package. During the presentation an executive asked, &#8220;How much market share do you think you can get?\u201d Trying not to feel out of his depth, Richard replied by stretching his arms out and saying: \u201cTHIS much market share!\u201d The CEO had heard enough. And now you know the story of the Flamin\u2019 Hot Cheeto, a snack that would go on to become a multi-billion dollar asset for Frito-Lay. Today, Monta\u00f1ez is the vice president of multicultural sales for PepsiCo America and has been called the Godfather of Multicultural Marketing. So, whatever you do&#8230; do it with utmost honesty and devotion. It never fails!","thumbnail_url":"http:\/\/sporkful.s3.amazonaws.com\/uploads\/2021\/09\/17133508\/cheetos-1000x664.jpg"}