We had the good fortune of connecting with Carlos Alejandro Lujan and we’ve shared our conversation below.

Hi Carlos Alejandro, have you ever found yourself in a spot where you had to decide whether to give up or keep going? How did you make the choice?
As an entrepreneur, I’ve always subscribed to the ‘all or nothing’ philosophy—a ‘do whatever it takes’ mindset that fuels the pursuit of a vision. Yet, through the course of my professional journey and, perhaps even more so, my personal life, I’ve learned a crucial lesson: knowing when to pivot, pause, or even let go.

The key to this discernment lies in a fundamental question: what is my true motivation? While dreams are often born from passion and are deeply fulfilling, a successful venture requires aligning that emotional drive with sound business principles. It’s about a rigorous cost-benefit analysis, weighing the emotional and financial investment against the potential for a viable return.

Sometimes, the path forward isn’t to give up entirely, but to strategically adjust. This might mean a complete re-evaluation—returning to the drawing board to re-plan the entire strategy, or simply recalibrating your timeline. The success you seek may not be for today, but for a year from now, and a smart entrepreneur understands the value of patience and adaptability.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
Im from a small town in Chihuahua, Mexico. While my family were all teachers and doctors, I didn’t follow the script. I found my energy and love for entrepreneurship after getting my Marketing degree at UT El Paso.

What defines me is my cross-industry experience—from healthcare to real estate to finally breaking into the tech world at ByteDance (TikTok). I got that wide lens by just going for it. I took every unpaid internship (5) I could find, which taught me the grind, the value of connections, and how to set real goals.

The journey was messy. After surviving cancer and domestic violence, I felt a calling to write a children’s book about my story. But the publisher I hired was a complete scam that took all my money. Instead of quitting, I dug in. I became my own publisher, with my mom stepping in as the editor and a friend running the marketing.

This self-published success is my biggest badge of honor. It showed me that even the worst defeats can ignite a new purpose. In just one year, the support from my network brought incredible visibility: news features, TV spots, and my favorite moment of all—launching the book by reading to kids affected by cancer at “Reach For a Star El Paso.”

The most important lesson? Don’t keep your dreams to yourself. Share them, and the people who believe in you will actively help you make them happen.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend were visiting LA for a week, our itinerary would be a high-energy mix of iconic landmarks and local secrets. We’d start with an evening at Griffith Observatory to catch a sunset over the city skyline, making sure to get tickets for the unique planetarium show. The next day would be all about the coast: we’d spend the morning at the vibrant Venice Beach Boardwalk, then ride bikes up to the Santa Monica Pier for a Ferris wheel view before strolling the charming Venice Canals. For classic Hollywood flair, we’d hike for the best views of the Hollywood Sign and enjoy a historical dinner at Musso & Frank Grill. Our culture day would hit Downtown, visiting The Broad (booking the Infinity Room) and grabbing lunch at the chaotic-but-delicious Grand Central Market. We’d dedicate a day to the film industry with a Warner Bros. Studio Tour, then head to the Huntington Gardens for a peaceful escape. Later in the week, we’d drive the Pacific Coast Highway (PCH) to Malibu, tour the free Getty Villa, and have dinner at the Malibu Farm Pier Cafe with the ocean beneath us. For a final meal, we’d conquer the famous hot pastrami sandwich at Langer’s Delicatessen, ensuring we hit the essential LA spots that blend culture, hustle, and unforgettable views.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
First, a huge shoutout to my book editor, who is also my loving mother and a former teacher. Her guidance has shaped my work and my life from the very beginning.

I also want to thank my friend and marketing guru, Andrea Guzman. Her expertise has been absolutely vital in getting my book out into the world.

Finally, I want to give a special nod to “Reach For a Star El Paso” for the profound opportunity to share my story with children and families affected by cancer. It was a deeply humbling experience that gave my work an even greater sense of purpose.

Website: https://www.cancercantstopmeroar.com

Instagram: @cancercantstopmeroar @NotJustAnotherCarlos

Facebook: ElCancerNoDetieneMiRugir

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