Espuelas, who has a written book about his philosophy, doesnt deny his aim is to help people transform their own lives.
(My businesses) are a projection of my own imagination, Espuelas said with appropriate New Age zeal. I like to create new ideas that have an impact on society.
Theres little dwelling on the fact that Espuelas is a humbled casualty of the dot-com bust of the late 90s. It cost him half a billion dollars.
StarMedia Network, a company that he started with a credit card, became a $4 billion empire at its zenith. Now its kaput.
Espuelas is back in a big way with VOY, a Latino-themed, English-language entertainment conglomerate that includes a TV network, Internet services and music and book publishing
Its all about celebrating the best in ourselves, Espuelas said of his latest business venture.
Like S TV founders Bruce Barshop and Jeff Valdez, Espuelas (who was schooled in the United States), says hes positioned to meet the entertainment and lifestyle needs of the primarily English-speaking Hispanic population, estimated to be about 40 million strong.
Were also targeting non-Latins who are discovering Latin culture, Espuelas said of his vision for a cultural bridge.
He insisted that hes not in it only for a piece of the Hispanic-purchasing-power pie (estimated by The Santiago Solutions Group, based in San Francisco, at almost $700 billion).
He wants to shape the Latino psyche with his network and new TV talk show, Go!
Hes also written a book, Life in Action: The 12 VOY Principles of True Happiness and Success.
Its my own philosophy, not in terms of a revealed truth, but my philosophy how Ive lived my life, Espuelas said about the book, which is part biography, self-help and inspirational exercise.
The VOY brand really describes a mind-set of optimism and self-empowerment, he said, whether youre an early arrival to this country or fourth generation, whether rich or poor.
He writes about coming to the United States at age 9 with his mother, who struggled at two jobs to survive. There is empathy for those in a similar plight and Espuelas applauds immigrants to America legal or not as self-empowered individuals who put their lives on the line.
What I think is clear is that the book hits a nerve, Espuelas said.
There are millions of people in this country that are at a crossroads.
Indeed, it appears that the man Time magazine once named a Leader of the New Millennium (citing his visionary toil into overnight riches) is poised with his new company at the Latino pop-culture intersection.
HECTOR SALDANA // NY TIMES