Now a Hulu feature film directed by Eva Longoria

Read the story everyone is talking about: how a janitor struggling to put food on the table invented Flamin’ Hot Cheetos in a secret test kitchen, breaking barriers and becoming the first Latino frontline worker promoted to executive at Frito-Lay.

Richard Montañez is a man who made a science out of walking through closed doors, and his success story is an empowerment manual for anyone stuck in a dead-end job or facing a system stacked against them. 
 
Having taken a job mopping floors at Frito-Lay's California factory to support his family, Montañez took his future into his own hands and created the world’s hottest snack food: Flamin’ Hot Cheetos. This bold move not only disrupted the food industry with some much-needed spice, but also shook up a corporate culture in which everyone stayed in their lane. When a top food scientist at Frito-Lay sent out a memo telling sales and marketing to kill the new product before it made it to the store shelves—jealous that someone with no formal education beyond the sixth grade could do his job—Montañez was forced to go rogue once again to save his idea. Through creative thinking, community building, and a few powerful mindset shifts, he outsmarted the naysayers who tried to get in his way.
 
Flamin' Hot proves that you can break out of your career rut and that your present circumstances don't have to dictate your future.

Act like an owner--even if you work on the ground floor--and huge opportunities will present themselves to you.

The cult favorite snack Flamin' Hot Cheetos would never have existed save for the entrepreneurial thinking of a Frito-Lay janitor named Richard Montanez. He snuck a garbage bag full of plain Cheetos home, and, armed with a vision to share his Mexican culture with the world, seasoned them with chili powder and lime juice. It took weeks of experimenting and testing--and an incredibly risky direct call to the company's CEO, breaking with protocol--to launch what would become a billion-dollar idea. His break with protocol sent shock waves through the rigid corporate structure, where most people stayed in their own lane.

In Flamin' Hot, Richard distills what he learned over a wildly successful career about finding hidden chances to advance in dead-end jobs, offering practical steps anyone can use to advocate for themselves and get ahead. The secret, he found, is to act like an owner--even if you're an entry-level employee. Through stories of Richard's journey from a migrant labor camp in Southern California to becoming the first Latinx employee promoted to an executive role within Frito-Lay, he offers a set of mindset shifts and strategies, teaching readers to:

• See opportunities that everyone (including their boss) is missing by using the "What if? What then?" method
• Pitch their idea to a skeptical room of decision-makers by using his powerful storytelling formula
• Fight back strategically when jealous coworkers try to derail their success
• Understand that you don't have to influence everyone, only the rights ones

Flamin' Hot provides hope that your present circumstances don't have to dictate your future, carving a new path to the American Dream for anyone without connections, education, or money.

“From the moment I heard Richard Montañez’s amazing story, I knew it had to be shared with the world. His journey will inspire you to never give up on your dreams, no matter who you are and no matter where you’re from. The invaluable wisdom he shares in this book makes Flamin’ Hot a must read for everyone looking to succeed.”
—Eva Longoria, actor, producer, and director

“The power of Richard’s story is unprecedented. His ability to inspire and engage our employees is remarkable.”
—Brian Cornell, CEO of Target

“Richard Montañez is a living legend. His story has inspired me from the moment I heard about it, and I have no doubt the wisdom he shares in Flamin’ Hot will inspire millions of readers around the world! Richard Montañez is the ultimate dream catcher and this is a must read for anyone chasing a dream!”
—DeVon Franklin, producer of the Flamin’ Hot movie and New York Times bestselling author

“Richard’s story is a tour de force.”
—Indra Nooyi, chairwoman and former CEO of PepsiCo

“Reading Flamin’ Hot is like watching an outstanding movie. You’ll laugh, you’ll cry, and most importantly you’ll follow Richard Montañez down a life-changing path to being unstoppable at whatever you put your mind to.”
—Tom Greco, CEO of Advance Auto Parts

“Against all odds, Richard Montañez broke racial, ethnic, and socioeconomic barriers to become one of the most successful Latinos in America—and in the world. His story, told with his characteristic humor and heart, will grip you from start to finish and encourage you to dream bigger dreams than you ever thought possible.”
—Rev. Samuel Rodriguez, president of the National Hispanic Christian Leadership Conference and author of From Survive to Thrive

“Richard’s explosive rags-to-riches story will not only inspire you, but it will equip you with powerful mind-sets and tools that I haven’t seen anywhere else. This story will change how you see the world, helping you become an innovator and unique problem solver. You’ll see what others don’t see and advance quickly in your career and life.”
—Benjamin Hardy, PhD, organizational psychologist and author of Personality Isn’t Permanent