Turn Adversity to Advantage
Recounting how he seized opportunities from difficulties, Ralph de la Vega of AT&T makes it plain: “Embrace and Overcome Obstacles, Avoidance is a mistake.”
At age 10, waiting with his family to catch a flight from Havana to freedom, Ralph de la Vega saw his parents make a decision that shaped the rest of his life. Abruptly told by Cuban officials that “only the boy can go,” they had a wrenching decision to make. Their choice to send him to America alone set him on a lifelong course of facing tough situations head-on, always expecting to discover opportunity.
He has found - and often created - opportunity in abundance, all the way to the top ranks of the wireless industry as CEO of AT&T Mobility and Consumer Markets. Ralph de la Vega combines his compelling personal story with practical lessons for success in business and life in his book, OBSTACLES WELCOME (Thomas Nelson, October 2009).
The idea for the book came from audience reactions whenever de la Vega salted his speeches with childhood glimpses of being separated from family and figuring out how to get along in a strange country. Whether peer executives, employees or a Junior Achievement class, the first question always was the same – “how did you do it?”
OBSTACLES WELCOME provides straight-forward answers for anyone willing to follow his mantra – “get a good education, work hard, and be willing to sacrifice ” De la Vega says of the book, “I describe my journey so readers might grow in their lives and reach their most ambitious goals by taking some of the same steps.”
De la Vega’s adventures did not stop with boyhood. As a rising executive he overcame political turmoil in Latin America to turn BellSouth’s wireless operations profitable, grew a new line of business; led the rebuilding of two telecom networks after Hurricanes Andrew and Katrina; vaulted BellSouth’s Internet and broadband business to industry leadership; and managed the biggest (at the time) cash merger in US history, Cingular and AT&T Wireless.
What Others Say about OBSTACLES WELCOME
Honorable Andrew Young, former US Ambassador to the United Nations - “De la Vega’s leadership principles are a great example of public purpose capitalism- a profit model guided by integrity, a genuine concern for workers and a commitment to providing a product that improves a community. I recommend this book to those looking to improve their opportunities, as well as those providing leadership in this diverse society.”
Randall Stephenson, Chairman and CEO, AT&T - “Through his compelling story, Ralph shows how to turn almost any challenge into the opportunity of a lifetime. This is great insight for any professional or any young person aspiring to learn how to overcome obstacles and accept new challenges.”
John Graham, Chairman, Fleishman-Hillard, Inc. - “This is one of the most inspiring books and one of the best business publications that I’ve read in my 40-plus years in the communications business … illustrates business values that any entrepreneur can directly apply, a must-read for any young entrepreneur just starting out, and a valuable resource to all professionals seeking to improve their business skills.”
Henry Cisneros, Executive Chairman, CityView (former Secretary of the US Department of Housing and Urban Development and former Mayor of San Antonio) - An All-American story for our times … he conveys insights and wisdom that he amassed on his journey with the clarity and conviction that will guide other Americans in their quest.”
Frank D. Alvarez, President & CEO, Hispanic Scholarship Fund - “His story telling brings history to life, be it Cuba, hurricanes, the digital age or the merger of two corporate giants and leaves one feeling all is possible. Thank you Mr. de la Vega for continuing to give back to our country in this special way.”
Sean C. Rush, President & CEO JA Worldwide - “Whether you are a corporate executive, a non-profit leader, a college student or just beginning high school, Ralph de la Vega’s book is a compelling read. His personal tale is an inspiration for all.”
Robert Mazucca, Chief Scout Executive, Boy Scouts of America - “Ralph’s story and the resulting road map for life that has evolved from it contain a vital message to all of us. In a world where personal responsibility is rare indeed, Ralph describes a life formula that embraces taking responsibility for one’s own destiny.”
About The Author
Ralph de la Vega is President and CEO of AT&T Mobility and Consumer Markets, part of AT&T Inc. (NYSE: T), a premier communications holding company whose subsidiaries and affiliates provide wireless and wireline voice and data services, high speed Internet access, IPTV and other services in the U.S. and around the world. Mr. de la Vega began his career in 1974 with BellSouth (then Southern Bell) as a management assistant. He has held numerous positions of increasing responsibility in Network Planning, Consumer Services, Engineering and Operations. He is a member of the Board of Directors of both Junior Achievement Worldwide and the Boy Scouts of America. He plays a leadership role in helping both organizations recruit Hispanic youth. A native of Cuba, he holds a bachelor’s degree in mechanical engineering from Florida Atlantic University and a master’s degree in business administration from Northern Illinois University, and he has completed the Executive Program at the University of Virginia.
Contact:
Curt Harding
615.902.2246
charding@thomasnelson.com
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