The Book

Gustavo Cisneros, a successful businessman worldwide, belongs to a dynasty of captains of industry initiated by his father, Diego Cisneros. This dynasty’s new generation is heading its operations towards a strong market presence throughout the international arena gaining admiration and respect from the global business community.

In his book, Pablo Bachelet narrates an engaging tale about the growth of a powerful and complex entrepreneurial organization and the evolution of its leader, by captivating the reader to feel the allure of intricate ventures and share the exhilaration of life on the fast track of international transactions.

The author draws a portrait of Cisneros as a man willing to take risks, who at the same time proceeds with caution, as a person who has enjoyed great success and also tasted failure, and as a captain of industry who is always trying to learn from his experiences, to innovate and be creative. These traits are illustrated through a succession of stories that include, among others, Cisneros´ attempts to establish an integrated platform for satellite TV covering Latin America, his dealings with Murdoch, Azcárraga and Marinho, the accomplishments of Venevisión, Univisión, and Cada, the purchase of Galerías Preciados in Spain and the alliance between the Cisneros Group of Companies and Coca-Cola in Venezuela.

Gustavo Cisneros is characterized by Carlos Fuentes, in his foreword to the book, as “The Pioneer” (“El Adelantado” —a man who is far ahead in his line of business—), and Bachelet’s account succeeds in illustrating a career of risks being rewarded and errors being admitted. The author shows Cisneros advancing from traditional mass-consumption businesses to telecommunications, in a relentless search to consolidate his firms without ever stopping before taking the next step. It is a story of lights and shadows, which could have been told by a Balzac or a Dreiser, the story of a life filled with action, an absorbing life engrossingly elucidated in this book.