Leity and José Cohen


Executive Diamond


When the Dream Becomes Reality – José (Pepe) Cohen heard about Amway for the first time at the laundromat. He was washing clothes when the manager, who was also a friend of his, asked him questions about what he was doing. Would he like to have a look at a business opportunity?

Pepe remembers thinking, “This sounds like it’s going to take money or some business knowledge, and I don’t have either.”

“You don’t lose anything by looking at it,” his friend said.

After considering his friend’s proposal, Pepe joined the business.

1_e8902d551ef24600f5aa7d1e31267a28_1386x924_cropCommitment to family and business
Although Pepe had been in the business for some time, it wasn’t until Leity became pregnant that he felt a sense of urgency to build it. She remembers the conviction in his voice as they talked about building their business so she could stay home with the kids. “We are going to do it seriously – or we will die trying.”

Looking back, Pepe says it was an important decision for their growing family. “The truth is, and we didn’t know it at the time, Amway is the best thing for us. It’s not only that we’re in charge of our own schedule and finances, it’s the values upon which the business is built, the friends we have made around the world.”

When Pepe talks about the business, he emphasizes Amway core values of freedom, family, hope, and reward to help people get a greater sense of the Amway culture. It leaves no room for doubt about becoming part of this great family.

We have nothing if we don’t have goals. So, first are the dreams, your purpose. Then come the goals and the work you have to do to reach them. – Pepe

The dream comes first
To Pepe, the importance of a dream lies in what the dream gives a person. “Having dreams motivates all of us to set goals for ourselves. If we don’t have dreams – we don’t have a purpose. We have nothing if we don’t have goals. So, first are the dreams, your purpose. Then come the goals and the work you have to do to reach them.”

Pepe cautions IBOs against placing too much emphasis on the big dreams and losing sight of the daily work that needs to get done to reach them. “We know having dreams is a vital element to maintaining motivation. Checking off what has to get done keeps people on track.”

Pepe and Leity rely on their daily “to do” lists to keep their focus on what’s really important – their five kids, Yanelis (26), Yamila (24), Isaac (19), Amanda (5), and Kevin (4) – and keep them moving forward.

One step closer to the next goal1_76bbd2493869eee9dcff40c334380402_1386x924_crop
One item Pepe and Leity would like to cross off their “to do” list is reaching Crown Ambassador. They understand it’s a process, and that it takes commitment and ambition to attain that goal. In the beginning, their determination and enthusiasm made up for what they didn’t yet know. Now, their knowledge, approach, mindset, and confidence guide them as their business continues to mature. According to Leity, every day something new seems to fall into place. “What happened with us is that as we were growing internally, we were also gaining our confidence. As we focused more on expanding our business, on reaching the next level, the next goal, we naturally felt more prepared. Having confidence made us more credible and capable mentors.”

What happened with us is that as we started growing internally, we were also gaining confidence. As we focused more on our business, on reaching the next level, the next goal, we naturally felt more prepared. Having confidence made us more credible and capable mentors. – Leity

Pepe and Leity look for people with vision, who are talented and hard working, to join their team. They say the faith they have in their team’s abilities has given them a confidence boost and vision for a future of success.

Pepe declares with pride, “We have a fascinating team. They are wonderful people, so we knew that it was only a matter of time. We are certain when we say things are going to happen, because the team is there to do it.”

Because of the trust they share with their team, Pepe and Leity anticipate and plan for future growth. “It’s a matter of building the network to build the business,” Pepe says. “In the first month we qualified for Executive Diamond, we knew we would qualify the rest of the months. We knew it for sure. It wasn’t a miracle, it was reality.”

1_cfeb61b5861ea658b9ceb7c4e2bda2bc_1386x924_crop“To think about a pin like Executive Diamond can be very abstract. The reality is that when you actually see how it works, that’s when everything gets clear. The result of our entire experience gives us the confidence to say we will be Crown Ambassadors, because we are going to do this for the rest of our lives.”

Leity wants everyone to know how grateful and proud they are of their team. “There is nothing more beautiful and fulfilling than reaching a level with the help of every member of our team who has also been working to reach their goals.”

Easier today than it used to be
Pepe says IBOs have better tools and incentives to help newcomers get a faster and more efficient start on their business, especially with all of the available business tools at their fingertips. “We see new people come in with new energy. Understanding the business is easier and quicker now because it has been revolutionized. It is the trend. There are so many people looking for opportunity today, and they see this business as doable. We have taken it to such a simple level that it is easier for new IBOs to understand the logic of The Plan, and to know about and take advantage of the available resources.”

Success is for the taking
1_62be5d705c8660b9316c57170e0be335_1386x924_crop“First, I think an IBO has to want success,” says Leity. “Before anyone can get to Diamond, they have to see themselves as Diamond. We all have to be willing to help others, be willing to change, and educate ourselves. If someone doesn’t change personally, habits that are keeping them where they are now will keep them from going where they want to be.”

For Pepe and Leity, financial freedom means having quality time for each other and family, and financial accomplishment. Even more, according to Leity, it gives them the power to figure out what can be next, what can give them fulfillment in this life, and what will fulfill their potential as human beings.

Opportunity for all
Pepe says it doesn’t matter what your abilities are, what your education is, or the things that you like. “If you build this business, you’re going to have the opportunity to become what you want, because that is the freedom an opportunity like Amway gives you.”

Pepe and Leity have always shared the idea that people want to follow, because they know this is an opportunity that works. They’ve seen incredible growth within their own organization and throughout Latin America. “So I think the future in the next 50 years will be spectacular,” says Leity. “Reaching this goal has been a journey. Everything that we’ve done has added up to become our new reality. Today’s reality surpasses every expectation we’ve ever had.”


The average monthly Gross Income for “active” IBOs was $202.

Approximately 46% of all IBOs were active.

U.S. IBOs were considered “active” in months in 2010 when they attempted to make a retail sale, or presented the Amway IBO Compensation Plan, or received bonus money, or attended an Amway or IBO meeting. “Gross Income” means the amount received from retail sales, minus the cost of goods sold, plus monthly bonuses and cash incentives. It excludes all annual bonuses and cash incentives, and all non-cash awards. There may be significant business expenses, mostly discretionary, that may be greater in relation to income in the first years of operation.

Diamond Income Disclosure

Diamond Income Disclosure

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