We are currently at the beginning of a great business phenomenon: The Hispanic Gold RushTM of the 21st century. Organizations are certainly trying to do all the "right things" to leverage the potential that the Hispanic market offers. However, in spite of their massive investments of effort and resources, many businesses experience only limited success and are not gaining the loyalty they expect from Hispanic consumers. "How to Win The Hispanic Gold RushTM" explains the reasons why many organizations have had little success in marketing to Hispanics in the U.S. Practical tools are conveyed to help businesses better direct their resources so they may succeed in this challenging marketplace. Demographic data about the Hispanic population is presented, together with valuable information about cultural and motivational traits that are unique to Hispanics--and that determine their purchasing decisions. In addition, it describes four potential steps organizations can take to effectively increase their penetration of this important ethnic group.