The market is a summary of the current standing of 50 million Americans that are undervalued. The second point deals with why big brands are confused when targeting this market and the success of Yahoo! US Hispanics. The short answer is that they have folks who understand the general market but do not know how to deal with a differentiated market. We need more people who can relate to the market and evolve with it. Next we deal with how to fix it and why The US Latino Market Needs A Better Elevator Pitch. We analyze the fact that Latinos In Power Have A Responsibility and we are falling behind. We need to band together and claim our rightful place in the new and more colorful America. To do this I argue, that we need to focus in business and not so much in politics. Last but not least, I urge you to believe and then act.