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How to turn intentions into action


In May 2020, as companies began making promises about how they’d help Black-owned businesses, Aurora James launched the 15 Percent Pledge with an Instagram post. Tagging major retailers, she declared that 15% of retail shelf space should belong to Black-owned businesses. Learn the tactics and strategies that allowed one small, dedicated effort to unlock $10 billion in revenue.

“I wanted to create change that put actual money in the hands of Black American entrepreneurs.”

— Aurora James
About the guest:

Aurora James is the founder of the Fifteen Percent Pledge, and the creative director and founder of the luxury accessories brand Brother Vellies, founded in 2013 with the goal of keeping traditional African design practices alive while sustaining artisanal jobs. In June 2020, Aurora founded the Fifteen Percent Pledge, a nonprofit that partners with retailers to diversify their shelves and commit 15 percent of purchasing power to Black-owned businesses. What began as an Instagram post has become an organization with ten full-time staff members.

About the host:

Bob Safian is the host of Masters of Scale: Rapid Response, and the editor-at-large for Masters of Scale. He’s the founder of The Flux Group, a media, insights, and strategic advisory firm. He was previously editor-in-chief of Fast Company, where he won the National Magazine Award for Magazine of the Year in 2014.

Transcript of Masters of Scale: How to turn intentions into action
Masters of Scale’s mission is to democratize entrepreneurship. Launched in 2017 as a weekly podcast featuring Reid Hoffman, we’re now two weekly podcasts — Masters of Scale with Reid Hoffman, and Masters of Scale: Rapid Response, hosted by Bob Safian — as well as an award-winning daily learning app, a best-selling book, virtual and live events, and more, serving a global community of founders, funders, and leaders looking to innovate at scale.
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