By Jeffrey Hayzlett
I’ve been around long enough to see a few “next big things” come and go. But every once in a while, you sit down with someone who doesn’t just spot trends; they build businesses on them before the rest of the world catches up.
That’s exactly what happened when I sat down with Jacqueline Hernández, CEO and Founder of New Majority Ready, on All Business.
And let me tell you this isn’t a future conversation; this is a right-now problem for most companies.
The New Majority Isn’t Coming, It’s Already Here
Jackie said something that should make every executive sit up straighter:
The “new majority” is already driving growth in this country.
We’re talking about Millennials, Gen Z, and Gen Alpha, people under 45 who are diverse, digital-first, and already controlling trillions in purchasing power. They’re not waiting for brands to lead anymore. According to Numerator, millennials hold the highest purchasing power among younger generations, commanding roughly 22.5%–26% of global spend. Gen Z accounts for 17.1% of global spending, growing rapidly toward a projected $12 trillion potential. Gen Alpha commands $11.3 billion directly but influences nearly half of household purchases.
They’re leading.
That’s a fundamental shift, and most companies are behind.
From Number Two to Number One: The Telemundo Playbook
I’ve known Jackie since our days working together when I was at Kodak and she was helping to lead Telemundo. Back then, Telemundo was a distant number two behind Univision.
What changed? It wasn’t a tweak. It wasn’t a campaign. It was a full-blown transformation.
Jackie and her team didn’t just rebrand, they repositioned the entire company around a single, powerful insight: their audience was “200 percenters” – 100% American and 100% Latino.
That insight drove everything:
- Programming
- Marketing
- Distribution
- Partnerships
They stopped trying to beat the competition at their own game and built something different. That’s how challenger brands win.
The Biggest Mistake Leaders Still Make
Let me save you some time and probably a few million dollars: the biggest mistake challenger brands make is trying to copy the market leader.
I see it all the time. Companies obsess over the competition, and before they know it, they’ve lost what makes them unique. Jackie said it best – use others as inspiration, not a blueprint.
You’re not Coca-Cola. So don’t try to be Coca-Cola.
Be the best version of you.
Culture First. Then Execution.
One of my favorite lines from the conversation?
Execution eats strategy for lunch.
But here’s the kicker, execution only works if you actually understand your audience.
Telemundo didn’t win because of strategy decks. They won because they got the culture right first, then executed across every part of the business.
Not just marketing. Everything.
That’s where most companies fall apart; they treat this like a department issue instead of a business transformation.
Leadership Isn’t About Having All the Answers
We also got into leadership, and this is where a lot of executives get it wrong.
There’s this myth that leaders have to know everything. That’s nonsense.
The best leaders ask the best questions.
Jackie talked about the importance of curiosity and building the right team around you. As you grow, your job isn’t to be an expert in everything, it’s to make sure everything is working together.
And if you don’t understand something? Ask.
The real risk isn’t asking a “dumb” question. It’s not asking at all.
Radical Transparency Wins
If you’ve followed me for any amount of time, you know I’m big on this: radical transparency.
Jackie is too.
You want alignment? You want speed? You want results?
Then you better create an environment where people can tell you what’s really going on, what’s working and what’s not.
Because if your team isn’t being honest with you, you’re already losing.
Why Companies Are Falling Behind
Here’s the uncomfortable truth: companies aren’t leading anymore. Consumers are.
The rise of the creator economy, influencer marketing, social platforms none of that started in a boardroom. It started with the audience. They moved first. Companies followed.
And if you’re still operating like it’s the old model, where brands dictate and consumers respond, you’re going to get left behind.
Gen Z Is the North Star
Want to know where things are going? Watch Gen Z.
They’re not just another demographic; they’re setting the tone for everyone else. Platforms, trends, buying behavior — it all starts there.
They’ve even killed the traditional marketing funnel.
Now it’s a flywheel constant engagement, constant discovery, constant movement.
If your brand isn’t part of that ecosystem, you’re invisible.
The Bottom Line
At the end of every show, I like to talk about what I learned.
Here’s the big one from this conversation:
You better check yourself before you wreck yourself.
Because the rules of business have changed. The audience is different. The pace is faster. The expectations are higher.
And if you’re not building for the new majority right now, you’re not just behind, you’re at risk of becoming irrelevant.
So, ask yourself:
Are you leading or are you trying to catch up? Because in this market, there’s no middle ground.
Watch the full episode of All Business with Jeffrey Hayzlett, live from the New York Stock Exchange.
