By David Korten, Yes! Mag
The biggest shifts of our time have been sparked by ordinary people rejecting the cultural stories that dominated them.
Every great  social movement begins with a set of ideas validated, internalized, and then  shared and amplified through media, grassroots organizations, and thousands,  even millions, of conversations. A truth strikes a resonant chord, we hear it  acknowledged by others, and we begin to discuss it with friends and  associates.The new story spreads out in multiple ever-widening circles that  begin to connect and intermingle.
A story of unrealized possibility gradually  replaces the falsified story that affirmed the status quo. The prevailing  culture begins to shift, and the collective behavior of the society shifts with  it.
For the civil rights and women’s movements, the old story said:
Women  and people of color have no soul. Less than human, they have no natural rights.  They can find fulfillment only through faithful service to their white male  masters.
A profound cultural shift occurred between 1950 and 1980 as the  consequence of a growing rejection of these stories in favor of a new story that  recognized and affirmed the full humanity and rights of all people.
It began  with the civil rights movement, inspired in part by the words and writing of W.  E. B. DuBois, founder of the National Association for the Advancement of Colored  People (NAACP). His ideas were carried forward by others such as the Reverend  Martin Luther King Jr.
Communicated through books, periodicals, and speeches,  these ideas inspired and shaped countless conversations, particularly in black  churches, about race and the possibilities of integration based on a full  recognition of the inherent humanity of people all races.
Thinkers, writers,  and activists who embraced the idea of integration engaged in verbal combat with  those who defended the status quo as legitimated by the old story. As the story  of possibility gained currency, proponents engaged in nonviolent civil  disobedience in the form of sit-ins in segregated facilities, which began to  create a new reality and set the stage for political demands to replace laws  that institutionalized the old story with laws that institutionalized the new.