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From the news team at LinkedIn, I'm Jesse Hempel and this is Hello Monday.

This is our show about the changing nature of work. And of course, how that work is changing

all of us. In June of 2020, in the weeks after George Floyd was murdered by police in Minneapolis,

Aurora James was already a successful fashion designer. She had already launched the shoe brand

that put her on the map, Brother Vellies. And so when a major retailer, one based in Minneapolis,

no less, was trying to figure out how to meet the moment. Well, someone called Aurora.

So I said to her, you know, as a major retailer, like Black people almost 15% of the population,

they should commit 15% of their shelf space to Black owned businesses right now and actually

spend 15% of their budget acquiring products from Black owned businesses to sell to their customers.

And she was like, girl, no one's going to do that.

Aurora shared the idea on Instagram. Her post led to a movement, one that she stoked with leadership

and with labor. And now, three years later, that 15% pledge has led to a reallocation of

$10 billion in revenue. That movement is still growing. So how does a movement get started these days?

That's the question I really want to explore today. How does it take off and grow and become meaningful?

Aurora recently wrote about this experience in her memoir, Wildflower.

I love this book because Aurora's story is unexpected. She was a person of limited resources

with tough family relationships. She dropped out of high school and then later dropped out of college.

She forged a career for herself that started with a table at a street fair. We can all learn

...