TED西蒙斯涅克伟大的领袖如何激励行动中英文演讲稿Word格式.docx

1、and the Wright brothers beat them to it。Theres something else at play here。1:17About three and a half years ago， I made a discovery.And this discovery profoundly changed my view on how I thought the world worked，and it even profoundly changed the way in which I operate in it。As it turns out, theres

2、a pattern。As it turns out, all the great inspiring leaders and organizations in the world，whether its Apple or Martin Luther King or the Wright brothers，they all think， act and communicate the exact same way。And its the complete opposite to everyone else.All I did was codify it,and its probably the

3、worlds simplest idea.I call it the golden circle。2:07Why? How? What？This little idea explainswhy some organizations and some leaders are able to inspire where others arent。Let me define the terms really quickly.Every single person, every single organization on the planetknows what they do， 100 perce

4、nt。Some know how they do it，whether you call it your differentiated value propositionor your proprietary process or your USP。But very, very few people or organizations know why they do what they do.And by why” I dont mean ”to make a profit.Thats a result. Its always a result。By why， I mean: Whats yo

5、ur purpose？Whats your cause? Whats your belief？Why does your organization exist？Why do you get out of bed in the morning?And why should anyone care？As a result, the way we think， we act,the way we communicate is from the outside in, its obvious.We go from the clearest thing to the fuzziest thing。But

6、 the inspired leaders and the inspired organizations regardless of their size， regardless of their industry all think， act and communicate from the inside out.3：13Let me give you an example。I use Apple because theyre easy to understand and everybody gets it.If Apple were like everyone else,a marketi

7、ng message from them might sound like this:We make great computers。Theyre beautifully designed, simple to use and user friendly.Want to buy one？”Meh.”Thats how most of us communicate.Thats how most marketing and sales are done，thats how we communicate interpersonally.We say what we do，we say how wer

8、e different or betterand we expect some sort of a behavior,a purchase, a vote, something like that。Heres our new law firm:We have the best lawyers with the biggest clients,we always perform for our clients.Heres our new car:It gets great gas mileage, it has leather seats.Buy our car。But its uninspir

9、ing.4:00Heres how Apple actually communicates.”Everything we do， we believe in challenging the status quo。We believe in thinking differently。The way we challenge the status quois by making our products beautifully designed,simple to use and user friendly.We just happen to make great computers。Want t

10、o buy one?Totally different, right?Youre ready to buy a computer from me。I just reversed the order of the information.What it proves to us is that people dont buy what you do；people buy why you do it。4：35This explains why every single person in this roomis perfectly comfortable buying a computer fro

11、m Apple.But were also perfectly comfortablebuying an MP3 player from Apple, or a phone from Apple，or a DVR from Apple。As I said before, Apples just a computer company.Nothing distinguishes them structurally from any of their competitors.Their competitors are equally qualified to make all of these pr

12、oducts.In fact， they tried。A few years ago， Gateway came out with flat-screen TVs。re eminently qualified to make flat-screen TVs.ve been making flat-screen monitors for years。Nobody bought one.Dell came out with MP3 players and PDAs，and they make great quality products,and they can make perfectly we

13、ll-designed products -and nobody bought one。In fact, talking about it now, we cant even imaginebuying an MP3 player from Dell。Why would you buy one from a computer company?But we do it every day。People dont buy what you do; they buy why you do it。The goal is not to do business with everybody who nee

14、ds what you have。The goal is to do business with people who believe what you believe。5：47Heres the best part：None of what Im telling you is my opinion.Its all grounded in the tenets of biology。Not psychology, biology.If you look at a crosssection of the human brain,from the top down, the human brain

15、 is actually brokeninto three major componentsthat correlate perfectly with the golden circle。Our newest brain, our Homo sapien brain，our neocortex，corresponds with the what level。The neocortex is responsiblefor all of our rational and analytical thought and language.The middle two sections make up

16、our limbic brains，and our limbic brains are responsible for all of our feelings,like trust and loyalty。Its also responsible for all human behavior,all decision-making,and it has no capacity for language。6:35In other words, when we communicate from the outside in，yes， people can understand vast amoun

17、ts of complicated informationlike features and benefits and facts and figures。It just doesnt drive behavior.When we can communicate from the inside out，were talking directly to the part of the brainthat controls behavior,and then we allow people to rationalize it with the tangible things we say and

18、do.This is where gut decisions come from.Sometimes you can give somebody all the facts and figures,and they say， I know what all the facts and details say，but it just doesnt feel right。Why would we use that verb, it doesnt feel” right？Because the part of the brain that controls decision-makingdoesnt

19、 control language。The best we can muster up is,”I dont know. It just doesnOr sometimes you say youre leading with your heart or soul.I hate to break it to you, those arent other body partscontrolling your behavior.s all happening here in your limbic brain,the part of the brain that controls decision

20、making and not language.7：29But if you dont know why you do what you do,and people respond to why you do what you do，then how will you ever get peopleto vote for you, or buy something from you，or, more importantly, be loyaland want to be a part of what it is that you do.The goal is not just to sell

21、to people who need what you have；the goal is to sell to people who believe what you believe。The goal is not just to hire people who need a job；its to hire people who believe what you believe。I always say that, you know,if you hire people just because they can do a job， theyll work for your money，but

22、 if they believe what you believe，theyll work for you with blood and sweat and tears。Nowhere else is there a better example than with the Wright brothers.8:14Most people dont know about Samuel Pierpont Langley.And back in the early 20th century，the pursuit of powered man flight was like the dot com

23、of the day.Everybody was trying it。And Samuel Pierpont Langley had, what we assume，to be the recipe for success.Even now, you ask people,Why did your product or why did your company fail?and people always give you the same permutationof the same three things：under-capitalized， the wrong people， bad

24、market conditions。s always the same three things, so lets explore that.Samuel Pierpont Langleywas given 50，000 dollars by the War Departmentto figure out this flying machine.Money was no problem.He held a seat at Harvardand worked at the Smithsonian and was extremely wellconnected；he knew all the bi

25、g minds of the day.He hired the best minds money could findand the market conditions were fantastic.The New York Times followed him around everywhere，and everyone was rooting for Langley.Then how come weve never heard of Samuel Pierpont Langley?9:15A few hundred miles away in Dayton Ohio，Orville and

26、 Wilbur Wright，they had none of what we consider to be the recipe for success.They had no money；they paid for their dream with the proceeds from their bicycle shop；not a single person on the Wright brothers teamhad a college education，not even Orville or Wilbur;and The New York Times followed them a

27、round nowhere.38The difference was，Orville and Wilbur were driven by a cause， by a purpose， by a belief。They believed that if they could figure out this flying machine，itll change the course of the world.Samuel Pierpont Langley was different.He wanted to be rich, and he wanted to be famous。He was in

28、 pursuit of the result.He was in pursuit of the riches.And lo and behold, look what happened.The people who believed in the Wright brothers dreamworked with them with blood and sweat and tears.The others just worked for the paycheck.They tell stories of how every time the Wright brothers went out，they would have to take five sets of parts,because thats how many times they would crash before supper。10：19And, eventually, on December 17th， 1903,the Wright brothers took flight,and no one was there to even experience it.We found out about it a few days later.And further proof that Langle