A. Atilano
Refugio A. Atilano
Editorial
-Alaya Brown
Honoring the Vision of Refugio A. Atilano
Aswenavigatetherapidlyshiftinglandscapeofglobal
leadership, innovation, and purpose-driven progress, it becomes imperative to spotlight those individuals whoseinfluenceisshapingnotjustindustries—butfutures.In this Insights Success special edition, The Power Player of 2025: Who’s Leading the Future, we are proud to feature a trailblazer whose journey exemplifies vision, resilience, and transformationalimpact:RefugioA.Atilano.
Refugio's story is not just one of professional success—it is a blueprint of leadership grounded in authenticity, strategic foresight, and an unyielding commitment to community empowerment. From boardrooms to grassroots initiatives, his influence reaches far beyond conventional boundaries. He representsaneweraofleadership—wherepowerisnotdefined by position alone, but by the ability to inspire change, create opportunity,andleavealegacyofprogress.
ThiseditiondivesdeepintoRefugio’sinsights,milestones,and thephilosophiesthatdrivehisexceptionalpath.You’lldiscover howhisleadershipstylebridgesgenerations,fuelsinnovation, and raises the bar for what it means to lead with purpose in today’scomplexworld.
Toourreaders:Letthiseditionbemorethanjustacelebration ofachievement—letitbeacalltoaction.Acalltoleadboldly, upliftothers,andshapeafuturewecanallbeproudof.
HappyReading!
F E A T U R I N G
Refugio A. Atilano
The Trailblazing Power Player
ARTICLES
Communication Strategies for Cross-Cultural Teams
The ROI of Cultural Intelligence: How CQ Drives Business Performance in Multinational Organizations
Art
Business
Business
Digital
Co-designer
Marketing
FEATURING
A. Atilano
The Trailblazing Power Player
Refugio A. Atilano Senior Global Corporate Leader Latino Leadership Author and Game-Changer
In a world where authenticity, flexibility, and impact are becoming more and more important criteria for leadership,RefugioA.Atilanoisapowerfulillustration of how vision, culture, and lived experience may come together for creating change. His journey to become the Director of Cultural Competency at one of the top ten globalpharmaceuticalcorporationsorhisachievementsinthe Latino leadership space is anything but typical, but it is precisely this uncertainty that has moulded him into the transformativeleaderheistoday.
Atilano was raised on the principles of perseverance, initiative,andcamaraderie,andhisearlylifestartedfarfrom the large global businesses he currently impacts. Instead of impedinghissuccess,asportsinjurythatchangedhiscareer turnedintotheaccidentalcatalystthatsetoffadecades-long rise through Fortune 500 organizations.The cornerstones of his contemporary leadership style are a potent fusion of technicalknowledge,exceptionalcollaboration,andcultural acuitythatheisdevelopingalongtheroad.
With a background in cognitive neuroscience, Atilano is offering a distinct perspective on organizational dynamics, leadership development, and human behaviour But what reallysetshimapartasaleaderishisinnatecapacitytocreate visions, build deep connections, and motivate action. His leadership is characterized by impact, inclusivity, and intentionality, whether he is coaching the upcoming generation of diverse leaders in the making, publishing The Latino Leadership Playbook, or leading enterprise global initiatives.
In addition to developing business strategies, Atilano is currently changing the way cultural competency can be leveraged to drive the healthcare industry and beyond. His narrative is not just one of achievement; it is also one of purpose-drivenleadershipdevelopedviafortitude,creativity, andanunwaveringdesiretoinspireotherstohelpchangethe world.
TheAccidentalPathtoPurpose
Atilano 's journey to becoming a Director of Cultural Competency at a Top 10 global pharmaceutical company is like a masterclass in transforming obstacles into opportunities.AftergraduatingfromtheUniversityofIllinois atChicagowithadegreeincognitiveneuroscience,hiscareer tookanunexpectedturnthatwouldultimatelyleadhimtohis leadership.
"Early in my career, I fell into project management by pure chance." Atilano reflects. As a telephone line installer at a phone company, his trajectory changed dramatically when a sports injury caused his Achilles tendon to rupture. What could have been a career-ending setback became a lifechangingmoment.
Unabletoperformhisphysicalduties,Atilanowasreassigned toadministrativeworkinthelocaloffice.Ratherthanviewing this as a demotion, he viewed it as an opportunity. "I remember being so bored that I started to find ways to stimulate my growth and add value," he recalls His entrepreneurial spirit led him to discover an unused office space filled with boxed computers and telecommunications trainingmaterials.
Taking the initiative that would become his trademark, Atilanosetupthecomputers,masteredthetrainingmaterials, and pitched an innovative idea to his manager: training all regional employees on telecommunications. The proposal wasnotonlyacceptedbutbecamethecatalystforhismanager to advocate for his candidacy for a project management positionatcorporateheadquarters.
This pivotal moment created what would become a 25-year career in managing global enterprise programs for Fortune 500 companies, demonstrating that sometimes the most unexpecteddetoursleadtoourtruedestinations.
“Working for a pharma company has provided me with an opportunity to leverage my natural ability to connect with others; I get to plug into and share the needs from various communities in order to help drive better health outcomes for those populations.”
FromNeurosciencetoLeadershipScience
While Atilano did not pursue cognitive neuroscience professionally after graduation, the analytical abilities he developed proved invaluable throughout his career "I did pick up great skills that I use today like researching new topics, developing hypotheses, working with teams, planning andexecutingtaskstoreachadesiredoutcome."heexplains.
His ability to connect with others and entire communities, a skill he possessed from a young age, became what he now calls his "superpower." Combined with leadership qualities developed through team sports where he created his own teams, designed plays, and set a culture of excellence, these foundational elements created a unique professional and personaltoolkit.
Becauseofhisbackground,heisnowinauniqueleadership role in both healthcare and in the U.S. Latino community whereheisabletoleverageculturetodrivedesiredbusiness andrepresentationoutcomes.
ThePandemicPivotThatChangedEverything
The COVID-19 pandemic, which devastated many careers andbusinesses,provedtobetransformationalforAtilano.He viewed the situation as an opportunity rather than a setback whenthecrisishit."Thepandemicactuallywasoneofthebest things that happened for my career and personal passion projects,"headmitscandidly
Thisperspectiveshiftledhimtoseekopportunitiesthatwould accelerate his growth, ultimately launching his current position at a global pharmaceutical company. The transition marked the beginning of a lengthy period of personal and professional development that would define his current position of leadership, both in business and the national Latinocommunity
During this time, Atilano led a global Employee Resource Group (ERG), authored "The Latino Leadership Playbook," and began leveraging cultural insights to drive business innovation. "Had it not been for the pandemic, I would not be here answering these questions today," he reflects, demonstrating his ability to find silver linings in the most challengingcircumstances.
BridgingCultures,BuildingFutures
In his current role as Director of Cultural Competency, Atilano is a unique position that allows him to fulfill both professionalexcellenceandpersonalresponsibility
“My goal with these products is simple – it’s to close the representation gap we see at the leadership levels across all industries.”
His remit involves engaging with and utilizing cultural insightstoadvancepatient-facingexperiences,programs,and materialsthatdirectlyimpacthealthcareoutcomesforvarious populationsworldwide.
"Working for a pharma company has provided me with an opportunity to leverage my natural ability to connect with others; I get to plug into and share the needs from various communities in order to help drive better health outcomes for those populations." heexplains.Thisroleallowshimtobea voice for community needs with the goal of helping to advancebetterhealthoutcomes.
Simultaneously, Atilano has channeled his Latino cultural backgroundintocreatingresourcesthataddressacriticalgap in leadership representation His book, "The Latino Leadership Playbook," along with his leadership program "The Latino Leadership Club" and webcast "Latino Acceleration," provides a comprehensive, real-world based overview of how Latinos can advance to senior leadership roles.
Hisurgencyisduetothestatistics,despitehaving20%ofthe US population, Latinos have only 4% of senior-level positionsacrossindustries.Heiscommittedtodoinghispart to advance his community so that they can reach their full potentialandbetheleadersoftomorrowthatwillhelpshape thefuture.
“I did pick up great skills that I use today like researching new topics, developing hypotheses, working with teams, planning and executing tasks to reach a desired outcome.”
Managingademandingcorporaterolewhilepursuingpassion projects and maintaining family relationships requires what Atilano calls "the flexibility of having grown children” and greattime-managementplanning.Asanemptynester,hehas foundthefreedomtobeproductivethroughoutallphasesof hislife,whichisequallyimportanttohissenseofpurpose.
Hisapproachtobalanceiscenteredonefficiencyandpassion alignment His content creation, including books and programs, is now implemented, requiring limited ongoing timeinvestmentwhilemaximizingaccessibilitytothepublic. "My goal with these products is simple – it’s to close the representation gap we see at the leadership levels across all industries."heexplains.
Self-carehasbecomeanessentialelementofhisroutine.The one thing he has learned to appreciate is self-care: mentally, physically,andspiritually Thisholisticapproachtopersonal maintenanceenableshimtosustainhighperformanceacross multipledemandingareasofresponsibility.
TheFormulaforLeadershipExcellence
Atilano's success stems from what he identifies as four core strengths: relationship development, strong communication skills, effective executive presence, and operating with an impactandownershipmindset.Theseelementsformwhathe
TheArtofBalanceinaMultifacetedLife
calls essential capabilities for developing a leadership brand thatgetsnoticed.
"I have studied, practiced, and mastered these elements and now they are second nature," heexplains.Thismasterydidn't happenovernightitrequiredintentionaldevelopmentthrough leadership courses, countless hours of educational content consumption, high-visibility opportunities like Employee Resource Group leadership, and strategic networking with executives.
His advice to aspiring leaders is unequivocally focused: Develop. Develop. Develop. His career and unlocked potential changed immediately once he focused on his leadershipskillsdevelopment.Heemphasizesthatleadership development is a lifelong journey requiring continuous growthandadaptation.
RecognitionandImpact
Atilano's contributions have been recognized through numerousawards,includingERGoftheYearandDEIAward winner designations. However, his most significant achievement may be the in-progress systemic impact of his work creating accessible leadership development resources andadvocatingforculturalcompetencyinhealthcare.
Hismessagetoaspiringprofessionalsisdirectandactionable: "If you are not developing, you are giving up your seat to someone else who is. It's that simple." He emphasizes that hiring managers seek star players who are always growing, addinguniquevalue,andexcellingasteamplayers.
AVisionforTomorrow
Lookingahead,Atilanoremainsdrivenbythebeliefthathis mission is “to do his part to change the world " This conviction fuels his continued efforts across multiple fronts such as helping to shape the future of healthcare, advancing thecollectiveleadershipcapabilityoftheLatinocommunity, andalwaysleadingbyexample.
Hisadviceforcareernavigationacknowledgestherealityof professional evolution: "It's okay to pivot - your career is a journey and you will learn along the way Embrace change, course correct and keep driving forward. Good things are ahead!"
From a telephone line installer with a torn Achilles to a pharmaceutical industry senior leader and a Latino communityleader.Atilano'sjourneydemonstratesthepower ofperspective,persistence,andpurpose.Hisstoryremindsus that the most powerful leaders don’t always emerge from linear paths, but from the ability to transform unexpected challengesintosteppingstonestowardsextraordinaryimpact.
In a world increasingly recognizing the value of diverse perspectives and cultural competency, leaders like Atilano representthefutureofbusinesswheresuccessismeasurednot just in profit margins, but in the positive transformation of communities and the elevation of others to reach their full potential.
COMMUNICATION STRATEGIES for CROSS-CULTURAL TEAMS
In today's globalized working environment, crosscultural teams are more common than ever Whether employedbymultinationalcompanies,remote-working startups, or cross-continental international project teams, peoplefromvariousculturalbackgroundsnowcollaborateon other continents, time zones, and traditions. While diversity heralds’innovationandnew ideas,italsobrings withitnew issuesincommunication.
To make collaboration effective, respectful, and inclusive, organizations must adopt communication approaches that aretailoredforcross-culturalteams.
UnderstandingtheDynamicsofCross-CulturalTeams
Cross-culturalgroupsaremadeupofmemberswhosebeliefs, communication styles, decision-making style, and conflict resolutionstylevary Ifnotcontrolled,thesedifferenceslead to misunderstandings, tensions, or lower productivity For instance, directness may be admired and seen as being effective in some societies, while indirectness is more respectfulinothers.
Similarly,hierarchyanddecision-makingcanbasicallydiffer what one member perceives as assertiveness, another will criticize as arrogance. The initial step is to recognize these differences.Creatinganawarenessofhowcultureinfluences behaviorsetsthestageforbettercommunication.
EmphasisonCulturalIntelligence
Cultural intelligence (CQ) is the ability to understand, appreciate,andinteracteffectivelyacrosscultures.
Leaders and team members require training so that they develop cultural intelligence, not in a series of one-off workshopsbutthroughongoingconversationandlearning.
Encourageself-awarenessandreflection
Once individuals are aware of their own cultural presumptions,theyarebetterabletoappreciateandadaptto others. Encourage curiosity and thoughtful questioning. Questioning instead of assuming avoids stereotyping and breedsrespectincross-culturalteams.
EstablishClearandInclusiveCommunicationStandards
One of the best practices for avoiding miscommunication in cross-cultural teams is to establish clear standards upfront. Theyare:
• Clarity of language: English is often the default for globalteamsbutfluencylevelsvary.Encouragetheuse of plain, jargon-free language. Use no idioms, local color,orhumorunlikelytoberecognized.
• Documentation: Write up important conversations. This ensures everyone has a shared understanding and languageskillsaside.
• Visual aids: Employ the use of visual aids such as charts, diagrams, or infographics to enhance understanding and reduce the possibility of needing to explainverbally.
• Timeetiquette:Understandthatpeople'ssenseoftime varies.Someculturesareextremelystrictwhenitcomes tobeingpunctual,whileothersarequitelenient.Havea meeting procedure in place and be considerate of each other'stimezones.
LeverageTechnologytoCloseGapsinCommunication
Technologyisapowerfultoolforcross-culturalteams.Slack, Zoom,andMicrosoftTeamsprovideconstantinteraction,and project management tools such as Trello or Asana keep everyoneinformed.
Don't overuse digital communication, though Tone and nuance are stripped away in text. Allow video calls when possible to put a human face to interactions. Facial expressionsandbodylanguagecanclarifythingsthatwords can't.
Also, ensure that the tools themselves are available and familiartoallonyourteam.Providetrainingoronboardingif necessarysonoonefallsbehind.
FosterPsychologicalSafety
It is a requirement to have a culture of not being shy with opinions in cross-cultural teams. Questioning the existing state or conflict may be disapproved of in certain cultures. Othersmayviewspeakingasbeingactivelyengaged.
The leaders must exercise inclusiveness by eliciting input fromall,especiallythosewhomaybelessvocal.Taketurnsat chairingmeetings,leteveryonehaveasay,andreallylisten. Recognizeinputsanddonotinterrupt.
Reinforcing the fact that everyone's input matters engenders trustandallowstheteamtofunctionatitsoptimallevel.
FosterCross-CulturalCamaraderie
Effective communication transcends project progress and status meetings. Relationships are what glue cross-cultural teamstogether
Schedule informal chats or virtual team-building exercises. Observeculturalholidaysortraditions.Askteammembersto saysomethingabouttheirbackgroundortheireverydaylife. Thesearesuchsmallthingsthatcreateempathy,appreciation, andcamaraderie.
Whenteammemberstrulyknowandcareabouteachotheras people, not just coworkers, working together becomes more authenticandfun.
HandleConflictConstructively
Cross-culturalteamconflictisinevitable—butnotnecessarily abadthing.Conflict,ifapproachedconstructively,canfoster moreunderstandingandbetteroutcomes.
Approachconflictasalearningexperienceandnotasablame game. Identify cultural differences in expectation or communicationthataredrivingtheconflict.Employunbiased facilitators if necessary, and practice transparency and fairnessthroughouttheresolutionprocess.
Encouragememberstobringissuesupearlyonbeforethings getoutofcontrol.Assurethemthatdisagreementisokayand thatrespectfulcommunicationisastrength,notaweakness.
Communication
Cross-cultural teams are a mirror of our globalization age. Their effectiveness does not lie in how to eliminate differences, but in how to harness them through intentional communication strategies. If people on a team feel heard, respected,andincluded,theywillbemorelikelytobegenuine contributorsandtoworkwellasateam.
Through cultural intelligence, setting common norms, using technology, and building interpersonal relationships, organizations can leverage the full capability of their multicultural workforce. In doing so, they not only reap greaterproductivitybutalsocreateacultureofmutualrespect andinnovationthattranscendsborders.
Multinational corporate success in the modern global economy is not simply a function of innovationorstrategybutofbeingabletooperate effectively in many different cultural environments. At the center of that cross-cultural effectiveness lies Cultural Intelligence (CQ)—an essential competence that enables leadersandemployeestooperateeffectivelyinmulticultural environments.
More importantly, cultural-intelligence leadership is becoming an ever-more fundamental performance driver, innovation catalyst, and organizational coherence force for multinationalcorporations.
UnderstandingCulturalIntelligence(CQ)
Cultural Intelligence (CQ) is the ability to engage with and workwellacrosscultures.UnlikeIQ(IntelligenceQuotient) orEQ(EmotionalIntelligence),CQfocusesontheproblems that arise when working with people from other cultures. It hasfourcomponents:
• CQ Drive – wanting to learn from and adapt to other cultures.
• CQKnowledge–understandingofhowculturesdiffer andhowthesedifferencesinfluencebehavior
• CQ Strategy – capability to plan for multicultural interactions.
• CQ Action – the ability to adjust behavior suitably in cross-culturalinteractions.
Together with each other, these components constitute a model that enables leaders to manage international complexityconfidentlyandclearly
The Role of Cultural-Intelligence Leadership in MultinationalSettings
Multinationals play out across borders, languages, time zones, and cultural norms There is no one-size-fits-all leadershipstylethatwillworkinthoseenvironments.That's wherecultural-intelligenceleadershipstepsin.Leaderswith more CQ are more likely to lead global teams, build solid relationships with international partners, and play around culturalfauxpasthatunderminecredibility.
For example, a culturally aware leader would realize that in Japanthereisapreferencetodecidebyconsensus,whereasin the United States, decision-making is more rapid and individualistic. Being aware of and adjusting to these differencesincreasesconfidenceandsmoothensfunctioning.
Apart from that, cultural-intelligence leadership widens inclusivity CQ leaders create an atmosphere that makes the diversefeelvalued,appreciated,andmotivated.Suchkindof inclusiveenvironmentscutturnover,enhanceengagement,as wellasenhanceinnovation.
CQandImprovedTeamPerformance
International teams most frequently struggle with miscommunication, implicit bias, and incompatible expectations. These issues, if left unsolved, can turn into conflict,inefficiencies,aswellasdecreasedproductivity CQ actsasanantidotetosuchissues.
Strongleaderswhoareculturallyintelligentcan:
• Closecommunicationgapsthroughlisteningtocultural subtletiesinwordsandtone.
• Enable teamwork by establishing team standards that are applied across the board, and not just across particularcultures.
• Prevent misunderstandings by listening with empathy andadjustingaccordingly
It has been shown through research that teams composed of diverse cultures led by high-CQ leaders perform better than homogeneous teams. They contribute more ideas, creative problem-solving, and global knowledge that make competitivedistinctionpossible.
InnovationThroughCultural-IntelligenceLeadership
Innovation is usually the result of the collision of two divergent ideas. A culturally aware leader is a catalyst who inspiresdivergentthinkingandallowsconflictingideastobe appreciatedandblendedtogethertoformeffectivesolutions.
With cross-cultural dialogue and psychological safety, cultural-intelligenceleadershipconvertspossibletensioninto fertile ground for innovations. Google and Unilever have attributedtheirculturallyawareanddiversifiedworkforceto spearheading trailblazing ideas that resonate in global markets. Essentially, CQ converts differences in culture into assetsandnotliabilities.
CQ'sRoleinInternationalStrategyandExpansion
When foreign companies move into a new market, cultural blundersareverycostly Fromadcampaignsthatoffendlocal sensibilitiestomanagementactionsthatseemtoflyintheface of local values, the risks are considerable. Culturalintelligenceleadershipneutralizesthesethreats.
CQ-facilitatedleadersareskilledat:
• Marketadaptation–adaptingproductsandservicesto fitlocaltastes.
• Talentacquisition–bringinginandretainingtalent withlocalworkculturesensitivities.
• Negotiations–navigatingculturallysubtlebusiness arrangementswithcareandrespect.
Forinstance,Starbucks'successinChinaispartlyduetoits culturallywisestrategy—localtastesandcustomsaccepted, yetbrand-consistent.
BuildingCQinOrganizations
Cultural-intelligenceleadershipisnotanovernight development.Itinvolvesdeliberateinvestmentin education,mentoring,andimmersion.Followingaresome methodsorganizationsmayadopttodevelopCQ:
• Cross-culturaltrainingmodulesonreal-lifesituations androle-playing.
• Globalassignmentsthatforceleaderstolearnina differentenvironment.
• Mentorshipbygloballydiverseexecutiveswhouse experiencetoguide.
• Diversifiedrecruitmentpracticesthatmakethe organization'sculturericherandempathetic.
• Supportingleadershipdevelopmentinitiativesthrough CQensuresfutureleaderscansucceedinaglobal environment.
Conclusion:ACompetitiveAdvantageBasedon Understanding
Withglobalizationacceleratingandworkplacesbecoming increasinglydiverse,culturalintelligenceisnolongera luxury—it'sastrategicimperative.Cultural-intelligence leadershipisapowerfuldriverofbusinessperformancein globalizedmultinationalcorporations.Itallowsleadersto movewitheaseinthefaceofcomplexity,convertdiversity intoinnovation,andbuildunitedteamsacrossborders.
It'snotsomuchaboutknowingaboutothercultures—it's respectingthem.Andwhenleadersleadwithcultural intelligence,organizationsdon'tjustgetbigger—theyget transformed.
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