最受欢迎TED演讲No3.docx

最受欢迎TED演讲No3.docx

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最受欢迎TED演讲No3

Howgreatleadersinspireaction

SinekSimon

Howdoyouexplainwhenthingsdon’tgoasyouassume?

Orbetter,howdoyouexplainwhenothersareabletoachievethingsthantheseemstodefyalloftheassumptions.Forexample,whyisapplesoinnovative,yearafteryear,afteryear,theyaremoreinnovativealltheircompetition.Andyet,theyarejustacomputercompany,they’rejustlikeeveryoneelse.Theyhavethesameaccess,tothesametalent,thesameagencies,thesameconsultant,thesameMedias.Thenwhyisitthattheyseemtohavesomedifferent.WhyisthatMartinLutherKingledtheCivilRightsMovement?

Hewasn’ttheonlygreatoratoroftheday,whyhim,andwhyisthattheWrightbrotherswasabletofigureoutcontrolpoweredmannedflight.Whentheyarecertainlyotherteamswhoarebetterqualified,betterfunded,andtheydidn’tachievepoweredmanflight,andtheWrightbrothersbeatthemtoit,thereissomethingelseatplayhere.

Aboutthreeandahalfyearago,ImadeadiscoverandthisdiscoveryprofoundlychangedmyviewonhowIthoughttheworldworked,anditevenprofoundlychangedthewayinwhichIoperateinit.Asitturnsout,there’sapattern.Asitturnsout,allthegreatandinspiringleadersandorganizationsintheworld–whetherit’sAppleorMartinLutherKingortheWrightbrothers–theyallthink,actandcommunicatetheexactsameway.Andit’sthecompleteoppositetoelse.AllIdidwascodifyit,andit’sprobablytheworld’ssimplestidea.Icallitthegoldencircle.

Why?

How?

What?

Thislittleideaexplainswhysomeorganizationsandsomeleadersareabletoinspirewhereothersaren’t.letmedefinethetermsreallyquickly.Everysingleperson,everysingleorganizationontheplanetknowswhattheydo,100percent.Someknowhowtheydoit,whetheryoucallityourdifferentiatedvaluepropositionoryourproprietaryprocessoryourUSP.Butvery,veryfewpeopleororganizationsknowwhytheydowhattheydowhattheydo.Andby“why”Idon’tmean“tomakeaprofit.”That’saresult.It’salwaysaresult.By“why,”Imean:

What’syourpurpose?

What’syourcause?

What’syourbelief?

Whydoesyourorganizationexist?

Whydoyougetoutofbedinthemorning?

Andwhyshouldanyonecare?

Well,asaresult,thewaywethink,thewayweact,thewaywecommunicateisfromtheoutsidein.it’sobvious.Wegofromtheclearestthingtothefuzziestthing.Buttheinspiredleadersandtheinspiredorganizations–regardlessoftheirsize,regardlessoftheirindustry–allthink,actandcommunicatefromtheinsideout.

Letmegiveyouanexample.IuseApplebecausethey’reeasytounderstandandeverybodygetsit.IfApplewerelikeeveryoneelse,amarketingmessagefromthemmightsoundlikethis:

“Wemakegreatcomputers.They’rebeautifullydesigned,simpletouseanduserfriendly.Wanttobuyone?

”“Meh.”Andthat’showmostofuscommunicate.That’showmostmarketingisdone,that’showmostsalesisdoneandthat’showmostofuscommunicateinterpersonally.Wesaywhatwedo,wesayhowwe’redifferentorhowwe’rebetterandweexpectsomesortofabehavior,apurchase,avote,somethinglikethat.Here’sournewlawfirm:

Wehavethebestlawyerswiththebiggestclients,wealwaysperformforoutclientswhodobusinesswithus.Here’soutnewcar:

Itgetsgreatgasmileage,ithasleatherseats,buyoutcar.Butit’suninspiring.

Here’showAppleactuallycommunicates.“Everythingwedo,webelieveinchallengingthestatusquo.Webelieveinthinkingdifferently.Thewaywechallengethestatusquoisbymakingourproductsbeautifullydesigned,simpletouseanduserfriendly.Wejusthappentomakegreatcomputers.Wanttobuyone?

”Totallydifferentright?

You’rereadytobuyacomputerfromme.AllIdidwasreversetheorderoftheinformation.Whatitprovestousisthatpeopledon’tbuywhyyoudonit.Peopledon’tbuywhatyoudo;theybuywhyyoudoit.

ThisexplainswhyeverysinglepersoninthisroomisperfectlycomfortablebuyingacomputerfromApple.Butwe’realsoperfectlycomfortablebuyinganMP3playerfromApple,oraphonefromApple,oraDVRfromApple.But,asIsaidbefore,Apple’sjustacomputercompany.There’snothingthatdistinguishesthemstructurallyfromanyoftheircompetitors.Theircompetitorsareallequallyqualifiedtomakealloftheseproducts.Infact,theytried.Afewyearsago,GatewaycameoutwithflatscreenTVs.They’reeminentlyqualifiedtomakeflatscreenTVs.They’vebeenmakingflatscreenmonitorsforyears.Nobodyboughton.DellcameoutwithMP3playerfromDell.WhywouldyoubuyanMP3playerfromacomputercompany?

Butwedoiteveryday.Peopledon’tbuywhatyoudo;theybuywhyyoudoit.Thegoalisnottodobusinesswitheverybodywhoneedswhatyouhave.Thegoalistodobusinesswithpeoplewhobelievewhatyoubelieve.Here’sthebestpart:

NoneofwhatI’mtellingyouismyopinion.It’sallgroundedinthetenetsofbiology.Notpsychology,biology.Ifyoulookatacross–sectionofthehumanbrain,lookingfromthetopdown,whatyouseeisthehumanbrainisactuallybrokenintothreemajorcomponentsthatcorrelateperfectlywiththegoldencircle.Ournewestbrain,ourHomosapienbrain,ourneocortex,correspondswiththe“what”level.Theneocortexisresponsibleforallofourrationalandanalyticalthoughtandlanguage.Themiddletwosectionsmakeupourfeelings,liketrustandloyalty.It’salsoresponsibleforallhumanbehavior,alldecision–making,andithasnocapacityforlanguage.

Inotherwords,whenwecommunicatefromtheoutsidein,yes,peoplecanunderstandvastamountsofcomplicatedinformationlikefeaturesandbenefitsandfactsandfigures.Itjustdoesn’tdrivebehavior.Whenwecancommunicatefromtheinsideout,we’retalkingdirectlytothepartofthebrainthatcontrolsbehavior,andthenweallowpeopletorationalizeitwiththetangiblethingswesayanddo.Thisiswheregutdecisionscomefrom.Youknow,sometimesyoucangivesomebodyallthefactsandfigures,andtheysay,“Iknowwhatallthefactsanddetailssay,butitjustdoesn’t“feel”right?

Becausethepartofthebrainthatcontrolsdecision–makingdoesn’tcontrollanguage.Andthebestwecanmusterupis,“Idon’tknow.Itjustdoesn’tfeelright.”Orsometimesyousayyou’releadingwithyourheart,oryou’releadingwithyoursoul.Well,Ihatetobreakittoyou,thosearen’totherbodypartscontrollingyourbehavior.It’sallhappeninghereinyourlimbicbrain,thepartofthebrainthatcontrolsdecision–makingandnotlanguage.

Butifyoudon’tknowwhyyoudowhatyoudo,andpeoplerespondtowhyyoudowhatyoudo,thenhowwillyouevergetpeopletovoteforyou,orbuysomethingfromyou,or,moreimportantly,beloyalandwanttobeapartofwhatitisthatyoudo.Again,thegoalisnotjusttoseetopeoplewhoneedwhatyouhave;thegoalistoselltopeoplewhobelievewhatyoubelieve.Thegoalisnotjusttohirepeoplewhoneedajob;it’stohirepeoplewhobelievewhatyoubelieve.Ialwayssaythat,youknow,ifyouhirepeoplejustbecausetheycandoajob,they’llworkforyourmoney,butifyouhirepeoplewhobelievewhatyoubelieve,they’llworkforyouwithbloodandsweatandtears.AndnowhereelseisthereabetterexampleofthisthanwiththeWrightbrothers.

Mostpeopledon’tknowaboutSamuelPierpontLangley.Andbackintheearly20thcentury,thepursuitofpoweredmanflightwaslikethedotcomoftheday.Everybodywastryingit.AndSamuelPierpontLangleyhad,whatweassume,tofigureoutthisflyingmachine.Moneywasnoproblem.HeheldaseatatHarvardandworkedattheSmithsonianandwasextremelywell–connected;heknewallthebigmindsoftheday.Hehiredthebestmindmoneycouldfindandthemarketconditionswerefantastic.TheNewYorkTimesfollowedhimaroundeverywhere,andeveryonewasrootingforLangley.Thenhowcomewe’veneverheardofSamuelPierpontLangley?

AfewhundredmilesawayinDaytonOhio,OrvilleandWilburWright,theyhadnoneofwhatweconsidertobetherecipeforsuccess.Theyhadnomoney;theypaidfortheirdreamwiththeproceedsfromtheirbicycleshop;notasinglepersonontheWrightbrothers’teamhadacollegeeducation,notevenOrvilleorWilbur;andTheNewYorkTimesfollowedthemaroundnowhere.Thedifferencewas,OrvilleandWilburweredrivenbyacause,byapurpose,byabelief.Thybelievedthatiftheycouldfigureoutthisflyingmachine,it’llchangethecourseoftheworld.SamuelPierpontLangleywasdifferent.Hewantedtoberich,andhewantedtobefamous.Hewasinpursuitoftheresult.Hewasinpursuitofriches.Andloandbehold,lookwhathappened.ThepeoplewhobelievedintheWrightbrothers’dreamworkedwiththemwithbloodandsweatandtears.Theothersjustworkedforthepaycheck.AndtheytellstoriedofhoweverytimetheWrightbrotherswentout,theywouldhavetotakefivesetsofparts,becausethat’showmanytimestheywouldcrashbeforetheycameinforsupper.And,eventually,onDecember17th,1903,theWrightbrotherstookflight,andnoonewastheretoevenexperienceit.Wefoundoutaboutitafewdayslater.AndfurtherproofthatLangleywasmotivatedbythewrongthing:

ThedaytheWrightbrotherstookflight,hequit.Hecouldhavesaid,“That’sanamazingdiscovery,guys,andIwillimproveuponyourtechnology,”buthedidn’t.hewasn’tfirst,hedidn’tgetrich,hedidn’tgetfamoussohequit.

Peopledon’tbuywhatyoudo;theybuywhyyoudoit.Andifyoutalkaboutwhatyoubelieve,youwillattractthosewhobelievewhatyoubelieve.Butwhyisitimportanttoattractthosewhobelievewhatyoubelieve?

Somethingcalledthelawofdiffusionofinnovat