Louis Hernandez Jr. is the CEO of Avid Technology, a company that makes tools for editing video and audio, and writing music. 

Avid is facing hard times as rival Adobe grows stronger with Premiere and other creative suite tools, and as more software moves to the cloud. 

Hernandez is unique for a lot of reasons. One of them is that he's the Latino CEO of a publicly traded technology company. He recently wrote a book, The Storyteller's Dilemma, about the way technology is changing the media market.  

Louis talked to me about his path to the C -suite, his vision for the future of storytelling, and the factors that made his story so different from many of his cousins in the LA area where he grew up.