當事情不如我們所想的一般時？

that seem to defy all of the assumptions?

為什麼蘋果電腦這麼地有創意？

they're more innovative than all their competition.

他們比其他的競爭對手都要有創意

And yet, they're just a computer company.

They have the same access to the same talent,

他們對有同樣才華的人有相同的管道接觸

the same agencies, the same consultants, the same media.

同樣的廣告商、同樣的顧問、同樣的媒體

who suffered in a pre-civil rights America,

在美國受到平等公民權不公平待遇的人

and he certainly wasn't the only great orator of the day.

而且他絕不是當時最偉大的演說家

were able to figure out controlled, powered man flight

when there were certainly other teams who were

and they didn't achieve powered man flight,

反而是華特兄弟打敗他們完成了這件事。

my view on how I thought the world worked,

and it even profoundly changed the way in which

As it turns out, all the great and inspiring leaders

而它引證了，所有偉大且具有啟發性的領袖

whether it's Apple or Martin Luther King or the Wright brothers --

不管是蘋果電腦，或馬汀路德金恩或華特兄弟

Every single person, every single organization on the planet

在這個星球上的每個人，每個機構都

whether you call it your differentiated value proposition

這裡可以叫做是你不同的價值主張

或者你的屬性過程或你的USP (賣點)

But very, very few people or organizations

And by "why" I don't mean "to make a profit."

而〞為什麼〞不是指〞創造利潤“

〞為什麼〞指的是：你的目的是什麼？

你的出發點是什麼？你的信念是什麼？

Why do you get out of bed in the morning?

Well, as a result, the way we think, the way we act,

the way we communicate is from the outside in.

以及我們所溝通的方式都是由外而內的

It's obvious. We go from the clearest thing to the fuzziest thing.

很明顯。我們從最清楚到最模糊不明

regardless of their size, regardless of their industry --

不管它們的規模，不管它們的產業

I use Apple because they're easy to understand and everybody gets it.

我使用蘋果電腦是因為它很容易明白，而所有人都明白它

a marketing message from them might sound like this:

They're beautifully designed, simple to use

他們都有美好的設計、容易上手

That's how most marketing is done, that's how most sales is done

這就是多數行銷的方式。 這是多數業務銷售的方式

and that's how most of us communicate interpersonally.

而這也是我們多數人與人相處時的溝通方式

We say what we do, we say how we're different or how we're better

我們說我們做了什麼，我們說我們如何不同或我們如何比較好

可能是購買行為、投票行為或這類的事

We have the best lawyers with the biggest clients,

我們有最好的律師和最大的客戶

we always perform for our clients who do business with us.

我們總是為和我們做生意的客戶著想

It gets great gas mileage, it has leather seats, buy our car.

它有很好的油耗表現。它有皮革製的座椅。買我們的車吧。

這裡有蘋果電腦實際上溝通的方式：

we believe in challenging the status quo.

is by making our products beautifully designed,

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