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Excitement, anticipation, adrenaline, in the air and its magnitude can only be mirrored by the days of the gladiators in the Roman Colosseum. It was there at Super Bowl 52, at a concession stand of all places, where I ran into Juan Ignacio Lucio Jr.; Director of Operations of Lucio Marketing.We shook hands, exchanged pleasantries, and I left thinking about how Mr. Lucio’s business must have made tremendous strides since I first interviewed him a few years ago. I decided at that point that I needed to conduct another interview with this successful entrepreneur.

“Mr. Lucio, since our last interview, I have noticed that we are conducting our interview in a new, bigger office, with a better view, and a lot more plaques and awards on the wall. Tell me, these past several years have been successful, would you agree,” I asked. 

“My team and I have made a conscious effort not to become comfortable in minor achievements, though we do celebrate those,” he says with a smile. “However, we recognize that success can be measured by the amount of goals one has achieved on their path to greatness. You feel satisfaction with every goal you attain, however you are not satisfied. That is how you grow as a person, and as a business.”

Lucio Marketing has grown tremendously. Managing markets in conjunction with national clients, they have expanded from the Rio Grande Valley to Laredo TX, Corpus Christi TX, Amarillo TX, Lubbock TX, Odessa TX, and Lexington KY. Moreover, Lucio Marketing has promoted 6 Director of Operations, all from the Rio Grande Valley! This year, the McAllen office has received awards for being the number one office in the nation for the 1st and 2nd quarter.

“Mr. Lucio, whenever I interview an entrepreneur that has attained a certain level of progress in their business, I tend to ask this particular question. What is the secret to your success. Not the secret to success, but your success?” He laughs, “That’s like asking a magician to reveal his secrets. I used to lay awake at night with questions on how I was going to pay rent and buy my son new school clothes. You may not know this but statistically speaking, the RGV is one of the poorest areas in the United States. However, I knew poverty, or barely getting by, was not my destiny. I was blessed with an opportunity and that is what we are giving to others. My team and I had a chance to go vacation in the Dominican Republic last year. For some of my team, it was their first time on an airplane. That is my secret. Remembering where I came from, knowing where I want to go, and having the desire to take as many people with me as I can. Moreover, giving them the opportunity to take themselves. That is what gives me purpose, and without purpose, one cannot have success.”

We look forward to seeing what Lucio Marketing has in store for the future. If you’re looking for hiring opportunities or even to keep up on Lucio Marketing news, visit their website at

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