Yamilette Cano's journey from the poised precision of professional ballet to the dynamic world of global entrepreneurship unfolds in an exclusive interview with JESSICA Magazine. As the President of The Mexican Chamber of Commerce in Hong Kong and the visionary behind LOUDER Connect and LOUDER Global, Cano's story defies conventions and embraces diverse experiences. With a blend of creative discipline and bold business acumen, she shares how her unique path has shaped a trailblazing career at the intersection of artistry and enterprise.

"Amazing experiences often lie just beyond the boundaries of fear. To avoid a life filled with regret, acknowledge your fears and find the courage to challenge them. It's that inner strength that leads to growth and fulfillment."

Changing passions, starting a whole new career.

Yamilette's early allure and childhood dream was for the stage of ballet. "I was just three years old when I first felt the call to be a ballerina. I begged my mother to enroll me in dance school, but she said I had to wait until I was five." This early passion set her on a path of artistic dedication. However, her journey was not linear. Driven by a curiosity nurtured by her parents, Cano began to envision a life beyond dance. "After years dedicated to dancing, my curiosity about the world — its varied cultures, languages, and places — grew. My parents' influence kindled this spark of interest."

A courageous decision-making process marked Cano's evolution as she grappled with the prospect of leaving a lifelong discipline. "Choosing to step away from dance wasn't easy. For 20 years, it was all I knew — my art, my discipline, my entire being." This pivotal moment was about leaving a career and embracing an identity beyond the ballet. Her distinct sense of individuality often manifested in subtle acts of rebellion during her ballet years, hinting at a deeper desire for change. "At dance school, I often found myself at odds with the rules, whether wearing unconventional leggings or cutting my hair short."

The final catalyst in Cano's transformation came during her academic pursuits, particularly her exposure to new Asian cultures and environments. "My journey led me to study international relations, and in 2008, I spent a semester at a university in Hong Kong. I fell in love with Asia." This experience was instrumental in her decision to explore new avenues, eventually leading her to become a leader in business and a champion for women's empowerment.

Yamilette Cano's transition from ballet to entrepreneurship was a journey marked by introspection, strategy, and community engagement, revealing valuable insights into overcoming the fear of change and the importance of resilience.

Confronted with the decision to change careers, Cano faced a significant internal struggle, weighing her passions against her aspirations. She shared, "The decision to transition from my dance career involved a battle with myself, my passions, and my aspirations." This reflection set the stage for her to consider new possibilities and growth outside dance. A pivotal aspect of her journey was the role of community support and a backup plan. Cano acknowledged the importance of having a safety net, stating, "I often pondered the worst-case scenario: if my plans didn't succeed, I could return to Mexico, where my family and community would be there to support me." However, she discovered a robust support system in Hong Kong, where "people are open and eager to assist in others' endeavors."

Cano also recognized the necessity of embracing change with a proactive mindset. "Change shouldn't be feared. It's crucial to have a strategy, albeit a flexible one." This philosophy guided her through the uncertainties of her new path.

"When faced with daunting challenges, let your passion be the driving force that propels you forward. The strength of your passion can turn mountains into molehills."

Her journey was about overcoming internal fears and leveraging the support of those around her. Cano remarked, "My entrepreneurship journey in Hong Kong began in 2011, bolstered by meeting supportive people at just the right time." Furthermore, Cano learned to view each experience as an opportunity for growth, even those that didn't initially lead to success. "An unsuccessful attempt doesn't equate to failure; it's a learning experience." Through her story, Cano highlights the significance of adaptability, strategic planning, and the strength found in community connections, offering valuable lessons for anyone navigating career transitions.

The founding of LOUDER was deeply influenced by her ballet background and keen observations of the entrepreneurial world. Her initiative addresses the challenges entrepreneurs face in presenting their ideas, focusing on empowering women to recognize and develop their strengths.

Cano's journey as a ballerina laid the foundation for LOUDER. "Drawing from my years as a ballerina and the challenges I faced on stage, I founded LOUDER to address a critical issue I observed: entrepreneurs, both women and men, struggling to pitch their ideas effectively," she explains. This venture was born from a desire to bridge the gap she identified in effective communication and presentation within the entrepreneurial sphere. At the heart of LOUDER's mission is the goal to help individuals, particularly women, uncover and enhance their inherent strengths. Cano points out, "Entrepreneurs often overlook their strengths and fail to engage in practice, training, and soliciting feedback to enhance them. With LOUDER, my mission is to help individuals, particularly women, identify their unique strengths and cultivate confidence by truly understanding their power." This approach underlines the importance of self-awareness and active development in building confidence.

Cano also emphasizes the essential role of preparation and practice. "A common obstacle is the lack of practice and preparation. Inner confidence doesn't just happen; it results from diligent work daily, as each day brings new challenges." This perspective mirrors her experience in ballet, where consistent effort and discipline are key to mastery. An important aspect of Cano's philosophy is empowering women to create a personal brand that reflects their strengths and individuality. "It's vital for women to become comfortable creating a personal brand that highlights their strengths and individuality. Being present and authentic is key to showcasing who they are."

"Embrace change with open arms and a strategic mind. A little foresight can transform the leap from a blind jump to an informed step forward. While you can't control everything, you can prepare and strategize."

The genesis of LOUDER Global was also influenced by Cano's life changes, particularly motherhood. "The creation of LOUDER Global was driven by a desire to empower women on their entrepreneurial paths. As a new mother, a fire was ignited within me to build a platform to make my child proud and support her in forging a path she feels confident about." Cano's creation of LOUDER reflects a synthesis of her artistic background and entrepreneurial insights, aiming to equip entrepreneurs, especially women, with the tools to effectively present their ideas, recognize their strengths, and confidently build their brands.

Yamilette Cano's observations about the evolving role of women in the Asia Pacific region shed light on nuanced shifts in communication, technological impact, and societal expectations.

Addressing the reluctance of women to voice their opinions, Cano points out a deep-rooted challenge: "Many remain silent, burdened by fear when it comes to raising their hands and voicing their thoughts. This is especially true for women, who often seek to be completely certain of what they say and how it's presented before speaking up." This comment goes beyond the surface, highlighting a cultural phenomenon where women's self-censorship, driven by a quest for perfection, often undermines their potential for leadership and influence.

Cano then delves into the transformative power of technology in leveling the playing field, particularly for women's global engagement. Reflecting on her early career struggles, she observes, "At the start of my entrepreneurial career, I faced challenges with connectivity... Today, technology has bridged that gap." This evolution illustrates a significant shift from a world where physical presence was paramount to one where digital platforms enable women to transcend geographical limitations, opening up new realms of professional possibilities.

Furthermore, Cano touches upon the double-edged sword of social media's influence, especially on younger generations. "We observe the pressures on teenagers and young women to conform... In my earlier days, without Facebook or cell phones, we experienced more freedom." This insight speaks to the broader social narrative where social media, while a tool for connectivity and expression, also imposes new forms of social conformity and challenges to privacy.

Cano's reflections provide a window into the changing landscape for women in the Asia Pacific, marked by progress and persisting challenges. Her observations underscore the need for continued efforts to empower women, particularly in embracing their voices, leveraging technology, and navigating the complex world of social media.

"Allowing fear to take the helm can lead to a life of what-ifs and regrets. Instead, ask yourself what's the worst that could happen and use that perspective to harness the courage to seize the opportunities that come your way."

Yamilette emphasizes a success strategy for women entrepreneurs that combines developing personal strengths, building inner confidence, and crafting a strong personal brand with a focus on thorough preparation and adaptability.

Cano highlights the importance of recognizing and honing one's strengths. She advises, "Our strengths often go unrecognized because we neglect the necessary steps to refine them: understanding, preparation, practice, and soliciting feedback. My goal is to guide individuals, particularly women, to discover and harness their innate strengths, fostering deep-seated confidence in their unique power." This process is about identifying strengths and actively developing them through consistent effort and input from others.

Building inner confidence, according to Cano, is a skill that requires dedication and practice. She asserts, "Inner confidence isn't a stroke of luck—it is a skill honed through consistent practice and preparation. Embrace the daily work, as each new day presents its own set of challenges and opportunities for growth." This perspective encourages entrepreneurs to view confidence as a dynamic and evolving aspect of their professional skill set.

Additionally, Cano discusses the significance of building a personal brand and the power of networking. "Creating a personal brand that reflects your strengths and individuality is crucial, especially for women. It's about overcoming hesitation, seeking diverse opinions, and incorporating constructive feedback. Gather what resonates with you, adapt it to your needs, and let it enhance your personal and professional journey." This approach involves not only self-promotion but also the integration of feedback and adaptation to diverse professional scenarios.

Cano's insights provide a roadmap for women entrepreneurs, emphasizing the need for self-awareness, continuous improvement, and strategic self-presentation in today's competitive market. Her guidance underscores the importance of preparation, adaptability, and the proactive pursuit of personal and professional development.

"Don't be confined by the expectation of a single life-long career. Embrace the richness of pursuing multiple passions. Whether it's the arts, entrepreneurship, or personal endeavors like parenthood or fashion, each day brings a new opportunity to learn and grow."

JESSICA Magazine 2024

Text: Jeremy Chapnick