Creating a New Spirit in
Business that Influences
Change

Creating a New Spirit in Business that Influences Change

Building empowered teams by addressing inequality and
fostering authenticity within Corporate America.
Building empowered teams by addressing inequality and fostering authenticity with in Corporate America.
oscar-munoz-book-cover2

Turnaround Time

Go behind the scenes of the aviation industry as Oscar Munoz tells soulful lessons about how he rose from humble immigrant origins to lead United Airlines through one of modern business’ greatest turnarounds, navigating crises and even a heart transplant along the way, but ultimately inspiring his employees to unite and fly as one.

Available from Harper Collins, April 2023. Pre-Orders now available.

OSCAR MUNOZ

Pioneering the Wall Street-defying strategy to put employees first, as the foundation of rebuilding business.

As CEO of United Airlines from 2015-2020, and then Executive Chairman, Oscar took the helm of United that was flying through very turbulent skies and was anything but United. A stalled merger, dismal operational and financial performance, tortured labor relations and rock-bottom customer satisfaction and employee morale meant United was in freefall.

Layer 2

OSCAR MUNOZ

Pioneering the Wall Street-defying strategy to put employees first, as the foundation of rebuilding business.

Layer 2

As CEO of United Airlines from 2015-2020, and then Executive Chairman, Oscar took the helm of United that was flying through very turbulent skies and was anything but United. A stalled merger, dismal operational and financial performance, tortured labor relations and rock-bottom customer satisfaction and employee morale meant United was in freefall.

Within five years, United was flying high, achieving top-tier reliability and profits, winning back customer loyalty and earning the praise of each of its major union leaders.

Most importantly, frontline employees were finally flying together as a team, after the turmoil of a merger that finally was ratified eight years to the day after it was begun. Today, Oscar remains beloved by the rank-and-file of United Airlines for his authenticity, faith in his employees, and for turning the company around by creating a New Spirit of United.

Rebuilding Major Corporations Through
Foundational Transformation

Board of Directors

Trustee

Previous Board of Directors

Leading with Purpose

Oscar is focused on using his platform to address inequality,
especially with respect to his Latino community.
Oscar is focused on using his platform to address inequality, especially with respect to his Latino community.

Health Inequality

Latinos and communities of color are staggeringly prone to be misdiagnosed for heart risk, and unable to access preventative care in order to stop the #1 killer in America.
Ambassador raising awareness
AI predictive, precision heart technology firm intended to save lives by better measuring a person’s heart risk profile, at scale and affordably.

Financial Inequality

Despite being the most entrepreneurial cohort in the U.S., only 1% share of investments from the top 25 venture capital and private equity firms went to Latino-owned businesses. Bain & Company reports that more equal investment in Latino-owned businesses would unlock $1.4 trillion in revenue growth for the U.S. Economy.

A new venture fund focused on investing in high-growth Latino-owned companies. In 2022, LAT VC secured J.P. Morgan as anchor investor with a $20 million commitment to our $100 million fund that is focused on financing U.S. Latino-owned startups.

Social Status Inequality

Changing the narrative of how Latinos are regarded in the U.S. is critical and long-overdue.

Now the largest Spanish-language media company in the world, reaches more than 100 million households every day, including more than 60% of the respective TV audiences in both the U.S. and Mexico. In offers the best vertically integrated programming, the most compelling streaming App (PrendeTV), as well as exclusive deals with the most influential stars in Latin American sports, entertainment and news.

The largest business event gathering of Latino professionals and entrepreneurs. Including past participant President Biden, as well as dozens of CEOs of the worlds most recognized brands.