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Two women pursuing the same vision met earlier this year and have started a business together to help Spanish-speaking employees more fully realize the American dream in concert with improving the bottom line of their employers. Marissa Nordstrom Perez, MA and Yolanda Bonadona, MSS, MSOD have formed EqualValor. Their bilingual consulting firm helps organizations build and sustain a values-driven culture that taps into the motivation and potential of Spanish-speaking immigrants for higher productivity, increased efficiency, and improved customer service.
The partners are from different generations and cultures. Perez, 38, is an Anglo American living in Albuquerque, NM, and Bonadona, 56, is a Bolivian living in El Paso, TX. However, that’s where the differences end and where the synergy begins. Both women are fluent in English and Spanish. Perez has more than 15 years experience working in nonprofit and government sectors. She is versed in the dynamics of organizations, local grassroots efforts, and state and federal government programs. She has a master's degree in intercultural communication and has extensively studied the interactions between cultural variables and workplace productivity. Yolanda Bonadona is a scholar-practitioner in the field of organization development and a Gestalt-trained executive coach with more than 15 years of international training and consulting experience in the education, legal, health, telecommunications, finance, and nonprofit sectors in Bolivia, New Zealand, Australia and the USA. She holds a master’s degree in industrial/organizational psychology and a master’s degree in organization development from American University.
“On the surface, people may think we have very little in common,” says Perez. “But we both embody what we’re trying to communicate: bridging cultures between the United States and native Spanish-speakers through acknowledgement and respect of cultural differences to maximize individual contributions and team synergy.”
“We approach business solutions from a values perspective,” says Bonadona. “We customize solutions for companies and focus on leadership development and management of their organizational culture. Our approach involves everyone in the process of articulating shared organizational values that translate into more cohesive and committed working groups, leading to high and sustainable performance.”
Bonadona was involved in the success story of Bittersweet Catering, Bakery and Café in Old Town Alexandria, VA. The owner was having difficulties communicating with Hispanic workers who composed most of the staff at Bittersweet. With Bonadona’s assistance the company’s culture was transformed from an outmoded paternalistic/autocratic management style to a modern, team-based, inclusive, performance-driven organization.
“Through Yolanda’s team-leader development and coaching approach, several long-term staff members were able to develop managerial skills and increase their commitment to the business as well as their earnings potential. This had a direct impact on the bottom line of the business, resulting in the most successful financial year on record for the company,” says Jody Manor, Bittersweet’s owner.
“I was part of the success of this project for the same reason Marissa and I will be successful: We are culturally competent, fluent Spanish speakers with empathic personalities and knowledge and experience in organizational development,” says Bonadona. “And we are passionate about walking the talk.”
Perez and Bonadona say their approach can help cut costs and maximize returns to businesses and employees by making the key fundamentals of management models available to everyone from assembly-line workers to chief executive officers.
“Spanish-speakers cannot be held accountable to abstract concepts in the workplace,” says Perez. “Things need to be put into cultural context in order to effect change and make improvements.” She emphasizes that if the organizational context is not truly inclusive any amount of training will only be cosmetic and unsustainable.
“It’s about empowerment, sustainability and a better bottom line for everyone involved,” says Bonadona.
EqualValor has received business coaching from the International Business Accelerator in Santa Teresa, NM. “With the rapidly diversifying U.S. workforce, I believe that they are on to something very relevant. In today’s modern world, competitive companies are those that increase their productivity. The services provided by EqualValor will help a company reach its productivity potential,” says Jerry Pacheco, IBA’s director.
EqualValor begins its first contract this summer with the village of Columbus, New Mexico south of Deming. They’ll be working on developing a strategic plan with public employees and elected officials to help them create the future they want through striving toward a shared vision and living shared values that support becoming a prosperous border town with a high quality of life.
EqualValor can be contacted by calling Perez at 505-235-0912 or Bonadona at 703-434-1850. Log onto their website at www.equalvalor.com to download their article, “MANAGING MILLIONS OF ‘INVISIBLE’ WORKERS - Common Challenges Facing Companies Employing Spanish-speaking Immigrants.”
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