Die and Be Born Again
In the landscape of Los Angeles, there are those who come to "try," and those who come to "be." My recent guest, Guillermo Zapata, belongs firmly in the latter category.
Most people recognize Guillermo as the suave, impeccably styled co-owner of West Hollywood’s legendary SUR, or perhaps from his decades of work as an actor. But behind the sharp suits and the celebrity-filled dining rooms lies a story of radical resilience that every entrepreneur and artist needs to hear.
Guillermo arrived in LA from Argentina at 22 years old with zero English, $500 in his pocket, and a 10-day tourist visa. He never left. Here is the blueprint of how he built an empire and a film career from the ground up.
1. The Immigrant’s Ego: "You Have to Die to be Reborn"
Guillermo shared a sentiment that resonated deeply with my own journey from Cuba: "If you're not able to die and be born again, you cannot survive in this city."
In Argentina, Guillermo was already a working actor with a famous last name. In LA, he was a dishwasher. Most people let their past success become a cage that prevents them from doing the "dirty work" of a new beginning. Guillermo embraced it. He viewed his time as a dishwasher not as a step down, but as a "character" he was playing—a happy, energetic worker absorbing the air and the language of his new home.
2. The "Ambassador" Strategy of Networking
We talked extensively about how to navigate a city as cutthroat as Los Angeles. Guillermo’s approach to networking is what I call the Ambassador Strategy.
While working in the restaurant business, he was constantly surrounded by the most powerful people in Hollywood. Most aspiring actors would have used that proximity to beg for a job or push a script. Guillermo did the opposite. He focused on being the best in the room, providing a "well-done thing," and building organic respect. He never asked for favors. He knew that if he built his own value, the right connections would announce themselves.
3. "You Are the Money"
One of the most profound lessons Guillermo shared came from his father: "Forget about money, because money is a flash. You are the money."
Coming from countries where the economy can be volatile, we often develop an obsession with financial security. But Guillermo’s perspective is that if you don't have personality, discipline, and a grounded sense of self, wealth will never find you—and if it does, it won't stay. He doesn't chase the dollar; he chases the work, the art, and the discipline. He works with the budget he has, squeezes every bit of value out of it, and trusts that the "organic" result will provide.
4. The Architecture of Clouds
Guillermo’s latest film, "Clouds," (directed by Eduardo Pinto), is a return to his roots. Filming back in Argentina with a "tiny budget" but a world-class cast of old friends, Guillermo navigated the dual role of Actor and Producer.
He compared the director-actor relationship to the chef-owner relationship in a restaurant. The kitchen (the set) is the heart. The Director (the Chef) is the boss. To succeed, you have to find the right people who feel the "electricity" of the story and then give them the respect to lead.
5. The Secret to Longevity
At 57, Guillermo looks and moves with more energy than most people in their 20s. His secret? Internal discipline.Longevity in this industry isn't about the right cream or the right clothes; it’s about "brain-heart connectivity." If your brain isn't connected to your desire for life, you age. Guillermo approaches every day as if it could be his last, fueled by the feeling that he hasn't yet finished what he came here to do.
““Life will put you in many different ways. Be strong, be positive. You’re going to fall—it means you’re learning to walk. The light is at the end of the tunnel for everyone who is looking for it.””
Guillermo Zapata is a reminder that in a world of manufactured influencers and engineered "viral moments," authenticity and a relentless work ethic are still the highest forms of currency.
Watch the full episode with Guillermo Zapata on YouTube to hear the full story of the "City of Star" and the making of Clouds.
