December 30, 1999
Basking Ridge, NJ — Receiving
a scholarship to attend high school did more than secure an early
education for John Guerra; it changed his life. That scholarship
created what Guerra describes as a turning point in his life,
affording him opportunities he never would have known otherwise.
He credits his high school education for shaping the person he
is today, and for sparking his life-long commitment to children's
educational programs.
Guerra grew up not rich but very fortunate. He spent the early half of his childhood in the cities of Corpus Christi and Refugio Texas, where family took care of family. He first lived with many relatives in a home behind his grandmother's house until the family later moved to their own first house. Later the family was relocated to San Antonio where he was raised and completed his primary education. A proud Texas, Guerra resides in Dallas today. The tenets Guerra grew up with —appreciate the simple things, share what you have, and always give back to your community— reflect the ideology Guerra continues to live by today.
The leadership roles his parents, John C. Sr., and Mary Guerra, played in their community ignited Guerra's passion for community involvement. For Guerra, being a community leader is a natural part of life. Activism is also a part of his heritage. His family has always been active with the church, school, sports, and advocacy organizations, and his grandfather, Ben Garza, was one of the founders and first national president of the League of United Latin American Citizens (LULAC).
Today as the AT&T Director of Consumer Marketing for the Southwest region, Guerra is responsible for channel management and sales execution, as well as managing global customers including new movers to the U.S. In addition, he also works with key local constituency groups. Recognized by Hispanic Business magazine as one of the 100 most influential Hispanics in the U.S., Guerra has long been active in the community. He is a graduate of Texas A&I University in Kingsville and received his executive MBA training at NSEAD in France. He was also recently honored as the first honorary inductee into the alumni association of the University of Texas Brownsville.
Of all his accomplishments, Guerra is most proud of his work with students. In partnership with the Orlando School district in Orlando, FL and the local HISPA (Association of AT&T Hispanic Employees) chapter, he has supported a stay-in-school program for middle school students, addressing more than 3,500 young people expressing the value of their education.
Guerra makes the most of every experience, learning from it and taking those lessons to heart. For example, his father's job forced the family to relocate several times when Guerra was a child. From this he learned the value of being flexible and mobile. A class field trip to see Peter and the Wolf in San Antonio in sixth grade gave Guerra his first exposure to classical music, and it left him with a lifelong appreciation for the arts. "The arts have given me a common area to speak to people all over the world," he says.
The year of his high school graduation, Guerra's father, a best friend and his cousin all passed away within a short time of one another. "The deaths taught me one of life's most important lessons: everything changes, often without logic or reason, and therefore it's so important to make the most of every day we have."
In addition to learning through experience, Guerra takes time to recognize the qualities and actions of those he respects. "Growing up as I did, we didn't have any role models in the media. Early on my family, teachers and friends were the people I looked up to." His role models, which included uncles, aunts, and grandparents, worked hard and laughed a lot. And they often made an impact in the world. For example, J.J. Gonzalez, a close friend who ran a school for people with mental retardation, passed away a few years ago. But Guerra's admiration for his commitment to caring for those who are disadvantaged has remained with him through the years.
Guerra, too, is committed to improving the lives of others, and derives great satisfaction in supporting children and education. He firmly believes in the need for Latino and all youth to receive an education that allows not only for participation in math and sciences, but also the arts and language so that children can maintain a sense of culture.
Guerra describes his Latino heritage as one that "carries strength and beauty." In his youth Guerra was exposed to some of the prejudices associated with being Latino. While difficult to handle at a young age, he says that most importantly this exposure to prejudice led him to appreciate differences in people. This appreciation has also embedded in him a need to help project the positive side of what it means to be Latino.
"Unfortunately, discussions about Latinos often focus on the deficits —what we don't have or are not doing. To me, this is a huge misrepresentation," says Guerra. He describes speaking in terms of what he calls the "asset model," where the focus is on the strengths that Latinos bring to their communities. "I'm not suggesting we see things through rose-colored glasses, but clear glasses so that we can make what's already good even better."
What does success mean to a man who has by all measures succeeded in his professional and personal life? "Once the basic requirements of clothing, food and shelter have been attained, success means reaching behind you to help others fulfill their dreams while simultaneously achieving your own," he says. Guerra thinks it is important that children understand that true success is not theirs alone. Moreover, Guerra believes it is critical to always listen to your heart and, "Do what you enjoy doing and are best at." Through his work with students, he says he tries to always convey one overriding message: "You CAN achieve your dreams and make a difference. Don't ever listen to anyone who tells you differently." He's found children are particularly receptive to the idea that everyone has the potential to make a difference, and not to let self-doubt get in the way.
Other secrets he shares with the children he meets include reaching out to others, being curious about everything, and always keeping a sense of humor. "For children to succeed, then they must talk to others who have succeeded, and associated with those who also strive for success," he suggests. Guerra also believes being a member of a team helps teach kids how to depend on others and what it's like to have others depend on them.
Who are Guerra's role models today? The children, who, despite some challenging circumstances and disadvantages they face, demonstrate energy and optimism that by all other accounts shouldn't even exist. "That's where I get my energy from" he says. "And maybe they've also contributed to my success by gently reminding me to always ask, `Why not?'"
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