Masters of Scale

Rapid Response: How to turn intentions into action, w/Aurora James, founder of the 15 Percent Pledge

Nov 18, 2021

Aurora James, founder of the 15 Percent Pledge and Brother Vellies, is a champion for Black-owned businesses. She discusses how her initiative encourages retailers to dedicate 15% of their shelf space to these businesses, unlocking $10 billion in revenue. Aurora highlights the essential need for accountability and long-term commitment in supporting economic justice. She also shares inspiring stories of perseverance, the importance of artisan craftsmanship, and innovative initiatives like Google's mentorship programs for Black entrepreneurs.

33:35

Episode guests

Aurora James

AI Chapters

Episode notes

Intro

3min

The 15% Pledge: Accountability for Black-Owned Businesses

13min

Empowering Black Entrepreneurs

7min

Preserving Artisan Craftsmanship

11min

Empowering Businesses: The 15% Pledge and Employee Care

3min

Celebrating Innovation: The Masters of Scale Business Awards

2min

In May 2020, as companies began making promises about how they’d help Black-owned businesses in the wake of George Floyd’s killing, Aurora James launched the 15 Percent Pledge initiative with an Instagram post. Tagging major retailers, she declared that 15% of retail shelf space should belong to Black-owned businesses. And she's helped these companies turn promise into action, unlocking $10 billion in revenue for Black-owned businesses. It's a relatable story for any small business or team: the tactics and strategies that allow one small but dedicated effort to deliver outsized results.

Read a transcript of this interview at: mastersofscale.com

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