The Secrets Guatemalan Entrepreneurs Know That You Don’t (But Should)

You have probably heard a million “hustle” stories—the ones that make you feel like you are somehow missing the boat because you did not start your startup at age 19 and sell it at $50 million before your 25th birthday.

Everyone has their version of some kind of formula, some sort of “secret sauce.” But let’s be real: Most is watered down, overhyped, or just plain fluff.

But what if I told you the secret to thriving as an entrepreneur wasn’t about grinding harder, having a killer business plan, or waiting for that perfect idea to strike?

What if I told you there’s a whole world of entrepreneurial wisdom that’s been flying under the radar—and it’s coming from a place you might not expect?

Enter Guatemala. Yes, the small Central American country you probably don’t associate with the next Silicon Valley.

But here’s the thing: Guatemalan entrepreneurs—especially the fierce women entrepreneurs—have cracked the code on a few things you won’t find in your average startup manual.

So, let’s get into the good stuff. The secrets that could change your entire approach to business.

1. Business Is About Building Community, Not Just Profit

As elsewhere around the world, including Guatemala, to become a successful entrepreneur has little to do with hustling; it has much more to do with community—that’s right.

When busy forging your own road, building alliances and fostering relationships will be the order of the day.

These entrepreneurs know that business is about collaboration, sharing of resources, and supporting each other.

Take a group of indigenous women artisans from the highlands of Guatemala: They have turned small businesses into successful ventures by pooling their resources together and creating a community that benefits all.

They share knowledge, trade in materials, and learn from one another. They’re not just focused on individual profit; they’re building collective wealth.

And here’s the best part: This is not a kumbaya thing; this is practical: You surround yourself with suppliers, partners, and even competitors who will help you grow, and that multiplies success.

It’s OK to not have to be alone. But are you ready for this—power through collaboration?

2. The True Meaning of Grit: It’s Not About Perseverance Only

Now, talk about grit. The word “grit” has been tossed around in the entrepreneurial world like some magical ingredient. “Just keep pushing, don’t quit!”

But Guatemalan entrepreneurs take this to a different level. For them, grit isn’t just about pushing through adversity; it’s all about adaptability and resourcefulness.

And when a small rural business is faced with a challenge—say, the crop failure of a staple product—they don’t sit and cry about it. They pivot. They innovate.

They use the resources around them to find another way to deliver value. Instead of giving up, they reinvent their business models. Sometimes that means finding new ways to process what they have or reaching out to new customer bases.

So here’s your challenge: Are you just “gritting” your way through your business challenges? Or are you adapting, changing, and evolving as you go? Grit is about doing the work, but adaptability is the real secret sauce.

3. Start Small, Think Big—And Do It with Purpose

You’ve probably heard this phrase before: “Start small, think big.” But Guatemalan entrepreneurs don’t just say it—they live it.

A key trait of successful Guatemalan entrepreneurs is their focus on purpose. They don’t just start businesses to make a quick buck; they start businesses to solve problems, uplift communities, and preserve traditions.

Take the story of the women’s coffee co-ops in Guatemala. These businesses started small, community-driven in nature, but the goal was always bigger: to empower women and elevate the quality of life for their families.

And here’s the kicker: They succeeded. By focusing on the “why,” they turned a small coffee business into a global venture.

So, when you’re thinking about your next business move, ask yourself: Why does your business exist? Is it just to make money, or is there a greater purpose driving you? Purpose will outlast profit every time.

4. The Power of Storytelling in Building Your Brand

If you think that storytelling is a buzzword, you are just dead wrong. Well, in Guatemala, storytelling’s a craft, the way business people create good brands, in particular, if consumer choice is oversupplied.

What is important here is to tell your story with great honesty.

The Guatemalan entrepreneurs know the secret to storytelling—it’s not about selling anything, but instead, it is about sharing with a narrative to which people are able to connect on deeper emotional levels.

From a hand-stitched bag stitched together by a local artisan to farm-to-table coffee, what makes a product memorable is often its story. Once you build trust and loyalty on a good story, there goes your brand building.

So here’s a trick you can steal from Guatemalan entrepreneurs: Don’t just sell your products. Sell your story. Why do you do what you do? How did you get started?

What obstacles have you surmounted? Let your customers in on the journey of you.

5. Work With What You’ve Got—But Make It Extraordinary

If there is one thing that differentiates Guatemalan entrepreneurs, it is the capacity to make the most out of very little. There is no access to capital here as in Silicon Valley.

Instead, entrepreneurs learn how to be incredibly resourceful.

They make do with what they have available, reuse and recycle, hack the system, and make something out of nothing.

Think about it: Guatemalan artisans take local wool, jade, and other native materials and create world-class, globally competitive, and sellable products.

And they are not sitting around waiting for some nameless angel investor or that magical funding opportunity. They take what’s available around them and turn it into gold.

So, what’s your excuse? How can you turn what you have into something extraordinary? Are you really maximizing what you have or waiting for the stars to align?

6. Learn to Be Comfortable with Discomfort

Running a business isn’t all smooth sailing—and Guatemalan entrepreneurs know that better than anyone. If there’s one thing they understand, it’s that discomfort is where growth happens.

Whether it’s navigating political instability, dealing with the fluctuating economy, or simply dealing with day-to-day operational issues, discomfort is part of the process.

And the entrepreneurs who thrive in Guatemala are the ones who know how to embrace it. They don’t shy away from the hard conversations or difficult decisions. They welcome them.

So next time you’re in a tough situation, don’t back down. Lean into the discomfort. It’s where you’ll find your greatest growth opportunities.

7. Don’t Wait for Permission—Just Start

One of the biggest barriers to success for entrepreneurs around the world is the idea that you need someone’s permission to get started. Guatemalan entrepreneurs didn’t wait.

They saw a problem, found a solution, and went after it. Whether it was turning a local craft into a thriving international business or using social media to scale, they acted on their ideas without waiting for approval from anyone.

So, what is holding you back? The perfect idea? The perfect time? If you are waiting for everything to fall in just perfectly, then you will never make your move. It’s time to give up all of your excuses and begin now.

Final Thoughts Without the Cliché Wrap-Up

Let me let you in on a little secret: Guatemalan entrepreneurs somehow seem to have figured out a way to hack success, and it’s not all about working harder.

It’s about relationships, resourcefulness, and staying attached to a greater purpose.

Take these secrets and apply them to your own business; you may just find yourself with a whole new way to hustle that’s less about grinding, and more about thriving.

You don’t have to wait around for the next big breakthrough in technology or anything else to succeed.

Sometimes, you just need guts to start it, grit to keep going, and wisdom to do it different. And if you could do that, the sky is the limit.