How Change Happens: Why Some Social Movements Succeed While Others Dont

THE GUIDE TO DRIVE SOCIAL CHANGE IN THE 21ST CENTURY

"This book is a must–read for change–makers who care about impact for people and the planet. On today′s big challenges, we need to do more than make noise; we need to create lasting change."
Kathy Calvin, President and CEO, United Nations Foundation

"Leslie Crutchfield is one of the most incisive and impactful thinkers in the social sectors ... with a distinctive flair for bringing forth practical answers to audacious questions. Now, Crutchfield deploys her intellect, insight, and wisdom to address one of the most fascinating questions of our young century."
Jim Collins, author of Good to Great and Good to Great and the Social Sectors, co–author of Built to Last

"Fueled by social media and a 24–hour news cycle, cultural change seems to be happening faster than at any point in history. Crutchfield makes sense of that change and engagingly tracks the simultaneous rise movements like #BlackLivesMatter and Birtherism, decoding the blur of these seemingly conflicting social phenomena."
Marc Morial, President of National Urban League and former Mayor of New Orleans

"[This book] makes it clear that business can no longer sit on the sidelines of social issues. Whether we like it or not (and some of us like it!), we are all part of the equation for change."
Seth Goldman, co–founder Honest Tea, Executive Chair, Beyond Meat

"Competitive advantage these days is increasingly linked to a company′s impact on social issues. This means corporate leaders need to understand how social change happens and this book offers a well–researched guide to help companies create shared value and simultaneously deliver returns for shareholders and society."
Mark Kramer, Co–Founder and Managing Director, FSG Social Impact Consultants

"Millennials and next–gen activists care deeply about social justice. This book arms us with proven tools and fresh ideas to build leaderful grassroots movements, building on the work of the great civil rights leaders from generations who fought before us and paved the way."
Zach Norris, Executive Director, Ella Baker Center on Human Rights

"It′s tempting to assume that historic steps forward are inevitable. But the factors that drive progress are complex. Crutchfield provides a timely examination of the stories behind important cultural shifts of our day, offering a helpful playbook for anyone interested in solving problems that result in new and lasting norms."
Anne Marie Burgoyne, Managing Director, Social Innovation, Emerson Collective

"In a world where so many strive for big, lasting social change, too few sit down to understand how change actually happens. This book provides a much needed compass for aspiring world–changers from individual systems–changing social entrepreneurs, to collaborative, cross–sector collective impact efforts everywhere."
John Kania, Global Managing Director of FSG and co–author of "Collective Impact" in Stanford Social Innovation Review

Foreword ix

Introduction: How Change Happens 1

Chapter 1 Turn Grassroots Gold 21

Chapter 2 Sharpen Your 10/10/10/20 = 50 Vision 53

Chapter 3 Change Hearts and Policy 77

Chapter 4 Reckon with Adversarial Allies 103

Chapter 5 Break from Business as Usual 119

Chapter 6 Be Leaderfull 143

Conclusion: Where We Go from Here 171

Appendix A: Research Parameters 185

Appendix B: List of Interviews 189

Appendix C: Additional Resources on Movements and Systems 193

Acknowledgments 215

About the Author and GSEI 221

Index 223

LESLIE R. CRUTCHFIELD is executive director of Georgetown University′s Global Social Enterprise Initiative (GSEI) at the McDonough School of Business, and an author, educator, trainer and leading authority on social change. Crutchfield′s two previous books are the bestselling, award–winning Forces for Good: The Six Practices of High–Impact Nonprofits with Heather McLeod Grant, and Do More Than Give: The Six Practices of Donors Who Change the World with Mark Kramer and John Kania of FSG social impact consultants, where Crutchfield serves as senior advisor. A frequent media contributor and commentator, her writing and ideas have been featured in Fortune, Forbes, Fast Company, The Washington Post, The Chronicle of Philanthropy and Stanford Social Innovation Review, and she has appeared on ABC News, PBS and other shows.