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In 2013, Alicia Garza wrote what she called "a love letter to Black people" on Facebook, in the aftermath of the acquittal of the man who murdered seventeen-year-old Trayvon Martin. Garza wrote: Black people. I love you. I love us. Our lives matter. With the speed and networking capacities of social media, #BlackLivesMatter became the hashtag heard 'round the world. But Garza knew even then that hashtags don't start movements - people do. Long before #BlackLivesMatter became a rallying cry for this generation, Garza had spent the better part of two decades learning and unlearning some hard lessons about organizing. The lessons she offers are different from the "rules for radicals" that animated earlier generations of activists, and diverge from the charismatic, patriarchal model of the American civil rights movement.