National Hispanic Heritage: Joe Lugo

National Hispanic Heritage Month at The Greenhouse

In 1968, National Hispanic Heritage Month did not exist. What was once a week-long celebration has evolved into an annual, month-long observance. Today, Americans celebrate National Hispanic Heritage Month each year, from September 15 to October 15, to recognize the achievements and contributions of Hispanic Americans who inspire others to achieve success. The theme for 2023 is “Todos Somos, Somos Uno: We Are All, We Are One.”

 The Greenhouse joins in the national effort to acknowledge, appreciate, and uplift Hispanic business owners in our community. For National Hispanic Heritage Month, we are excited to highlight Hispanic business owners who have worked with the Greenhouse.

Meet Joe Lugo with J^3 Creations 

GH: Tell us a little about yourself and your business!

JL: Upon my entrance into the workforce, I was surprised to realize what level of bias in the workplace was prevalent. I witnessed the discrimination and bias personally and observed many others facing great obstacles because of who they are. In turn, this prevented businesses from reaching their highest potential. 

I wholeheartedly believe culture brings beauty and will improve a company in every way. Based on that belief, I founded J^3 Creations, which helps develop organizations that realize the value of diversity and inclusion. 

As a community leader, proud Puerto Rican, and diversity coach, I help people understand life’s many filters through my non-exclusive mentality and aid them in reconsidering their filters to shape their outlook on the world. I have made my life goal to defend those who have been limited in opportunities because of who they are. I put my life into my work with the goal of a more beautiful, inclusive future.

At J^3 Creations, we believe progress toward a more inclusive world is made through awareness and conversation. As leaders, it is important to exercise our company’s ability to be diverse. Through our training, we can tackle the barriers that stand in the way of a company’s internal and external growth.

Race isn’t the only topic that creates biased filters. There are other factors such as economic status, disabilities, sexuality, gender, etc. Many people feel hindered and uncomfortable in the workforce because of what makes them different. By engaging with J^3 Creations, leaders can become aware of certain discussions and challenges, helping improve their workforce and job possibilities, regardless of what differentiates them.

GH: What inspired you to start your business?

JL: I have experienced many of the things we address, train, coach, mentor, and consult in. I have been skipped over, not seen, discriminated against, and I could go on. I decided when the right time came, I was going to do something about it. I believe in servant leadership. As a servant leader, it is my purpose to make sure that others do not experience what I experienced and learn how to navigate these experiences. I believe this is part of being able to release the best version of yourself.

GH: What advice would you give to others who are looking to grow their business? 

JL: The best advice I can give you is START! Don’t wait for everything to be perfect. It may never be. Instead, work on making it so, and START!

GH: Please describe your experience with The Greenhouse. 

JL: I am part of the Greenhouse/Business Navigation & Growth Committee. I also went through the Entrepreneurial Academy.

GH: Why do you think National Hispanic Heritage Month is important?

JL: I think it is important to bring awareness to cultures that are greatly misunderstood. We often get grouped together and people think all Hispanics and Latinos are all the same – but we are not! We are amazing people, with amazing contributions, and have helped shape our great nation of the U.S.A. and other countries as well.           

GH: What are your future goals/plans for your business?

JL: I would love to scale and hire more people to further our philosophies. I would also like to open a learning center or institute to help people and organizations develop into the best versions of themselves.


J^3 Creations believes progress toward a more inclusive world is made through awareness and conversation. With their training, they aim to tackle barriers that stand in the way of a company’s internal and external growth. 

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