Kory Dogs
August 5, 2024
Join Kory Dogs as he interviews Temo Xopin, the innovative founder and CEO of Neuro República, in this enlightening episode. Temo, originally from Mexico City, moved to Milwaukee at 15 and discovered his artistic talents while working at a country club. His passion for business was ignited by helping his grandmother with her tortilla factories, and he later pursued studies in commercial art and graphic design. Despite facing multiple business failures, Temo stayed steadfast and founded Neuro República in 2016, focusing on Hispanic branding, marketing, and education. His work with the Wisconsin Latino Chamber of Commerce helped transform it into a statewide organization, aiming to support Latino entrepreneurs and communities.
Temo shares insights from his journey, emphasizing the importance of personal growth, resilience, and the power of connection. He highlights how his experiences in various art forms and neuromarketing have shaped his approach to business. Temo’s leadership style combines transformational and coaching methods, focusing on guiding individuals toward their potential. He discusses the challenges of entrepreneurship, the need for a supportive team, and the significance of self-improvement. Looking ahead, Temo aims to delegate more and expand Neuro República’s impact, continuing to empower Latino businesses and communities.
Podcast Transcript
Kory Dogs: Hello everyone. This is Coach Kory Dogs from ActionCOACH Business Coaching. I’m excited to have Temo Xopin, founder and CEO of Neuro República, with us today. Temo is an entrepreneur and visionary dedicated to empowering Latinos in the United States. He has over 20 years of experience in branding, marketing, and design. Neuro República is a prominent consulting agency specializing in Hispanic branding, marketing, and education. They help economic development organizations and municipalities develop Latino entrepreneurs and businesses. Temo also served as Director of Strategy for the Wisconsin Latino Chamber of Commerce, playing a pivotal role in transforming it into a statewide organization. His mission is to help 1 million Latinos better their lives and achieve prosperity through entrepreneurship, leaving a lasting legacy in their community.
Something unique about Temo is that he worked as a cook in a country club, where he discovered his creative abilities beyond drawing. He learned to do ice carvings, fruit and cheese platter decorations, and was inspired to learn airbrushing, which led him to explore murals, portraits on canvas, and many other art forms.
In his downtime, Temo enjoys reading, playing with his kids, traveling, and learning new things. He is most proud of his kids and the Latino business community’s resilience, resourcefulness, and kindness. It’s my pleasure to welcome Temo to the show today. Hello, Temo.
Temo Xopin: Hey, hi, how are you?
Kory: I’m great. Now, let’s shift into the questions where you get to do more of the talking.
Temo: Awesome. All right, thank you for having me here.
Kory: No problem. So, the first question: Tell us a bit more about your personal story and journey. What led you to where you are today?
Temo: Well, my story started in Mexico City. I’m originally from there and moved to Milwaukee when I was 15. I attended Division High School, which had the only bilingual program at the time. You can hear my accent, and I don’t think I’ll ever lose it, but I think it’s good to have one. During high school, I worked at a country club where I discovered different art forms like ice carving and fruit platters, which opened my eyes to new creative possibilities. I took an airbrush class at MATC, which led me to study commercial art and then graphic design. My first job was at an ad agency, and I worked my way up to senior graphic designer, art director, and brand strategist.
Growing up in Mexico, I helped my grandma with her tortilla factories, which instilled in me a passion for business. Ever since I started working at an agency, I dreamed of having my own business. In 2003, I founded my first graphic design studio.
Kory: So you started your first business in 2003?
Temo: Yes, that was my first official business. Before that, I tried many other ventures, none related to graphic design or art. I often joke in seminars that I cried over 18 failed businesses. But as Mark Cuban says, all you need is one successful business.
Kory: People don’t remember the businesses you failed at; they remember the ones you succeed at, right? So you’ve started 18 different businesses so far in your life?
Temo: Yes, 18 businesses, though many weren’t formalized. I was buying and selling, fixing things, always looking for ways to make more money and meet new people, mostly in Milwaukee.
Kory: Alright, the next question is, how did you get to where you are professionally? Thank you for sharing that you were always what I would call a serial entrepreneur. When did you decide to open Neuro República, and what gave you the confidence to do that?
Temo: So Neuro República started in 2016. I’m an idea guy, always jotting down ideas in a notebook. I initially came up with the name, knowing I wanted to do something with it. Back in 2014, I began taking classes in neuromarketing, aiming to expand beyond just graphic design. Previously, in 2008, I had a company called Spanglish, which was a graphic design studio with web design and a magazine targeting first and second-generation Latinos. Unfortunately, that venture went bankrupt.
After that, I tried to reinvent myself and started learning about marketing. I had clients who would say, “Temo, my website looks great, but no one’s visiting or buying.” I realized I needed to help them beyond just design, so I dived into digital marketing and video marketing. I also took courses in neuromarketing and became fascinated by how the mind works. This understanding helped me realize why my previous businesses failed—it wasn’t external factors but my mindset.
In 2014, I reopened my business, helping businesses in Milwaukee. I saw many people facing similar challenges and felt I could help. I started a coworking space, which didn’t succeed, but then I got a project with the Latino Chamber of Commerce in Madison. At that time, the Chamber was a small organization within the Centro Hispano community center. They hired an executive director with a big vision for building a dedicated space for the Chamber and Latino entrepreneurs. Our visions aligned, and I helped with marketing, branding, and restructuring the Chamber’s approach.
Instead of just promoting existing businesses and hosting networking events, the Chamber shifted to focusing on individual entrepreneurs, especially first and second-generation Spanish-speaking Latinos. We redefined the Chamber’s voice, mission, and branding. This shift helped the Chamber grow, although there were challenges, especially being outsiders from Milwaukee coming to Madison. Some resistance was natural, but we persevered.
I also realized that nonprofit organizations struggle because they depend heavily on grants, which often don’t cover all their programming needs. Neuro República’s focus now is to create programs and tools to help these organizations. We offer platforms with courses and cohorts, assist with grants, and provide resources so they can grow sustainably. Our goal is to reduce their overhead and allow them to reinvest and expand their impact.
Kory: So, is your focus on directly helping chambers help their members, or do you also work directly with Latino businesses?
Temo: We do both. We host conferences around the state and in different cities to reach out to people seeking business help. We partner with organizations, acting as a funnel to bring in people and then connect them with the right resources. If the organizations lack certain tools, we provide them. We believe in prosperity for everyone and have a mindset of abundance. Our aim is to help organizations support their communities because a prosperous business leads to a prosperous community.
Kory: As a business coach, it’s amazing to see the impact you’re making on businesses, their employees, and the communities. The butterfly effect of growth and prosperity is powerful.
Temo: Absolutely. Through our conferences, we reach out to people and help organizations with marketing and branding. We diagnose their needs and provide solutions, whether it’s our services or tools. Other times, it comes in the form of connections.
Kory: That’s the power of connection too. It’s an organic way of helping people.
Temo: Yeah, totally.
Kory: Okay, so leadership is a big component of growth and ties into a lot of what you’re doing. How would you describe your leadership style?
Temo: I’d describe it as a mix of transformational and coaching styles. I’m passionate about guiding people through their growth processes. I myself have transformed from washing dishes to pursuing ambitious goals. I believe everyone deserves the chance to improve themselves. I look for individuals who are hungry for change and improvement, but they also need to align with our values and have an abundance mentality—doing things not just for themselves but for others as well.
Kory: When you have a team that’s aligned with those values, it can be incredibly powerful and impactful.
Temo: Exactly. My approach blends transformational leadership with coaching. Coaching is another aspect I’ve been wanting to explore more. It’s an integral part of how I lead.
Kory: If you could go back in time, what would you do differently or change at the beginning of your career?
Temo: Looking back, I wish I had been more aware of the future. I wasn’t a troublemaker, but I didn’t focus enough on what I wanted to achieve. I didn’t seek out coaches or mentors and often felt isolated because I was deeply engrossed in my own ideas. Entrepreneurship can be lonely, and I didn’t network as much as I should have, partly due to my lack of confidence in communication. It wasn’t until recent years that I started addressing these issues and working on my mindset, including healing from childhood experiences. I wish I had known earlier about the importance of addressing these internal challenges.
Kory: It’s true that we all have limiting beliefs that hold us back, and understanding that they aren’t true can be liberating.
Temo: Absolutely. Growing up, I saw others achieving great things but didn’t think it could happen to me.
Kory: The great thing is that you can always learn and improve today. So, as a founder and CEO of Neuro República, what’s a common myth you’d like to dispel about being a business owner?
Temo: A common myth is that being a business owner is all about making money. People also think that being a CEO is glamorous, but it’s not always the case. Sometimes, I’d rather just focus on doing the work without juggling a million things. Being a business owner involves a lot of hard work and inner challenges.
Kory: Do you have a team?
Temo: Yes, we work with subcontractors and freelancers. I have a team of trusted friends, including one who was my partner in the Spanglish business. He’s a genius, and I involve him in high-level projects. I also work with other skilled individuals who assist with various aspects of our work.
Kory: What’s one or a few of the most interesting insights or pieces of advice you’ve received recently that you’d like to share?
Temo: I think it’s the idea of working on yourself—mainly focusing on self-improvement. You hear this a lot these days, and it’s become quite popular. Everyone talks about finding inner peace and working on yourself, but not many people explain what exactly you need to work on and how to do it. You see many positive posts encouraging self-love, but they often don’t provide practical guidance on how to achieve it. For some, taking a selfie and looking good might be a form of self-love, but for many, it’s not.
The main theme here is working on yourself. I recently took a break from Jim Rohn’s teachings. You might know him—he’s a philosopher I’ve followed for many years. Sometimes, you need to go through various changes and mental breakthroughs to fully grasp the wisdom in simple words. There’s a quote that says, “If something’s wrong outside, there may be something wrong inside.” To make changes, you first need to change yourself.
Kory: That’s right. Next question: What’s something new you want to learn outside of work?
Temo: I’m interested in learning to play the piano and saxophone, and I also want to get a pilot’s license. Those are some of my top interests.
Kory: Oh, a pilot’s license too! Have you started working on any of those yet?
Temo: Not yet. I wanted to join the Air Force in high school to become a pilot, but I got rheumatic fever in my senior year, which prevented me from joining. So, getting a pilot’s license has always been a dream.
Kory: Looking ahead to the next one to three years, what’s the top area of growth and development you’re focusing on?
Temo: My main focus is on team growth and learning to delegate more. I tend to be a doer and often get involved in every aspect of the business. I need to work on stepping back and allowing others to take on more responsibilities. This way, I can concentrate on growing the business, making connections, and doing more public speaking, which I’ve come to enjoy.
Kory: Have you always enjoyed public speaking?
Temo: No, not at all. It used to be one of my biggest fears. Back in elementary and middle school, I would shake and struggle to speak in front of my classmates.
Kory: I was the same way as a kid, but now I look forward to workshops and speaking engagements.
Temo: Yes, that’s great.
Kory: What do you see as the biggest challenge that might impede your growth?
Temo: The biggest challenge is my tendency to feel like I need to do everything myself. I know this is a barrier to growth, and I’m working on it. I may need to get a coach to help me address this issue.
Kory: If everything relies solely on you, it limits both your personal and business growth. You need a larger team to focus on strategic goals rather than day-to-day tasks.
Temo: Exactly. I forgot to mention that we’re now working with the former CEO of the National Chamber of Commerce. She led the chamber from a small room to a statewide organization with $7 million in funding. She’s been with us only a few weeks, and I’m excited to see how her expertise will push us further.
Kory: Wow, that’s impressive growth.
Temo: Yes, and she’s incredibly talented. I’m eager to see her impact. She started as COO, but I believe she will take on the CEO role and work her magic.
Kory: Last question: What advice would you give to business owners trying to do everything on their own?
Temo: Surround yourself with people who know more than you. I’ve learned this the hard way. I used to think I was the smartest person in the room, but it was more about my ego than reality. It’s crucial to surround yourself with talented people who bring different perspectives and experiences. You can’t do everything alone if you want to grow.
Kory: Yeah, there’s a lot of value in not being the smartest person in the room. It means you’re surrounding yourself with the right people.
Temo: Yes, I now see the value in having people around me who are more knowledgeable.
Kory: It can be challenging due to insecurities, but it’s essential for growth.
Temo: Absolutely.
Kory: As we wrap up, do you have any shout-outs to people who have helped you along the way?
Temo: There are many people I’d like to thank. For starters, PKA Marketing, where I began my career, saw potential in me early on. My family has always been supportive, as have the coaches I’ve had and the books I’ve read. I’m constantly learning and applying new things, which has been crucial.
Kory: The real power comes from applying what you learn.
Temo: Exactly. There are so many people to thank, and it’s hard to mention everyone.
Kory: You don’t want to leave anyone out, of course. How can people reach out or learn more about Neuro República and you?
Temo: They can Google my name, Temo Xopin, or visit NeuroRepublica.com to find more information.
Kory: Alright, Temo, it was a pleasure speaking with you today. It was great to learn more about your journey and Neuro República. Thanks for being on the show.
Temo: Thank you for having me. It’s been a pleasure.