How Social Movements Change Minds

Marketers tend to like big, bold actions that grab attention and spew off metrics. Yet all too often, we ignore the much more mundane work that comes before. To market a product or an idea, you have to change minds, and that takes time and a lot of careful work.

That’s a lesson we’ve seen over and over in the social movements of the last century—although the outside observer may only notice the movement when the dominoes start falling, the people inside the movement worked tirelessly...

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