動名詞

So, where do you start when you have a program that's about integrating lives with passions?

你會如何開始一個整合生活與熱情的計畫？

And that kicks us off for the first speaker tonight - Simon Sinek

這問題將引出我們今晚的第一位講者 Simon Sinek。

他的講題是「從為什麼開始」。

Simon Sinek: We assume, even, we know  why we do what we do.

我們假設，我們知道為什麼我們會做我們做的事。

But then how do you explain when things don't go as we assume?

但當事情發展不如預期，你要如何解釋？

Or better, how do you explain when others are able to achieve things

或者好一點，你要如何解釋，當其他人有辦法達成

that seem to defy all of the assumptions?

例如，為什麼蘋果公司如此創新？

Year after year, after year, after year, after year,

they're more innovative than all their competition.

And yet, they're just a computer company.

但終究，他們只是一家電腦公司

They have the same access to the same talent,

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

Then why is it that they seem to have something different?

Why is it that Martin Luther King led the Civil Rights Movement?

為什麼當年領導黑人民權運動的人是馬丁路德金恩？

He wasn't the only man who suffered  in a pre-civil rights America,

他並不是在美國唯一遭受不平等待遇的人

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

他也肯定不是當時唯一的傑出演說家。

And why is it that the Wright brothers were able to figure out

為什麼是萊特兄弟有能力去發明

controlled, powered man flight when there were certainly other teams

固定翼飛機，儘管當時肯定有其他研發團隊

who were better qualified,  better funded --

and they didn't achieve powered man flight,

是萊特兄弟擊敗他們、完成了發明。

About three and a half years ago I made a discovery.

And this discovery profoundly changed my view on how I thought the world worked,

這個發現深深地改變了我對這世界運作的看法

and it even profoundly changed  the way in which I operate in it.

也深深地改變了我在其中生活的方式。

As it turns out, all the great and inspiring leaders and organizations in the world --

我發現，這世界上所有震古鑠今的領導者和組職──

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

無論是蘋果公司、馬丁路德金恩、萊特兄弟──

they all think, act and communicate  the exact same way.

他們都確確實實用同一個方式來思考、行動、溝通。

And it's the complete opposite to everyone else.

但這方式和一般人的正好相反。

All I did was codify it, and it's probably  the world's simplest idea.

我所做的只是拆解這個方法，可能是這世上最簡單的想法。

This little idea explains why some organizations and some leaders

這小小的想法解釋了為什麼有些組織或領導者

能夠啟發人心，但其他的不能。

Every single person,  every single organization on the planet

在世上的每一個人，每一個組織

都知道他們在做什麼。百分之百肯定。

whether you call it  your differentiated value proposition

不管將方法稱為不同的價值主張

或專有的產製過程、獨特的賣點 (Unique Selling proposition)

But very, very few people or organizations know why they do what they do.

但是，非常、非常少的人或組織知道他們為什麼要做他們做的事。ㄒ

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

這個「為什麼」並非指「獲取利潤」。

這個「為什麼」問的是，你的目的是什麼？

你的動機是什麼？你的信念是什麼？

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

因此，我們的思考方式、我們的行動方式

the way we communicate  is from the outside in.

我們的溝通方式，都是從外圈到內圈。

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

這很明顯。我們從最明瞭的事情出發，再到朦朧的事。

But the inspired leaders and the inspired organizations --

但那些已受啟發的領導者或者組織──

regardless of their size,  regardless of their industry --

all think, act and communicate from the inside out.

都從內圈到外圈來思考、行動、溝通。

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

我用蘋果公司的產品因為很容易理解，人人都能上手。

a marketing message from them might sound like this:

他們的宣傳文案可能會像這樣：

They're beautifully designed,  simple to use and user friendly.

設計精良、使用簡單、容易上手。

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

大部分市場行銷的方式、大部分銷售的方式

and that's how most of us communicate interpersonally.

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

我們講出我們做的事，接著說我們如何不同或更好

a purchase, a vote,  something like that.

"We have the best lawyers with the biggest clients,

「我們有最棒的律師團和最大的客戶群

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

我們總是和與我們有商業往來的客戶一同上場

Here's our new car. It gets great gas mileage,

這是我們的新車，它有非常好的油耗

it has leather seats, buy our car." But it's uninspiring.

皮椅，買我們的車吧。」但這不具啟發性

以下是蘋果公司實際溝通的方式。

"Everything we do, we believe in challenging the status quo.

「我們做的每件事，是因為我們相信能改變現狀。

is by making our products  beautifully designed,

Totally different right?  You're ready to buy a computer from me.

感覺完全不同對吧？你已經準備好跟我買一台電腦了

All I did was reverse the order of the information.

People don't buy what you do, they buy why you do it.

人們不會買你做的東西，但會因你為什麼做而買單。

This explains why every single person  in this room

這解釋了為什麼在場的每一個人

is perfectly comfortable buying a computer from Apple.

But we're also perfectly comfortable buying an MP3 player from Apple,

但我們也同樣能完全接受去買一台蘋果的 MP3 播放器

or a phone from Apple,  or a DVR from Apple.

或一支蘋果手機，或一台蘋果錄影機

But, as I said before,  Apple's just a computer company.

但如同我說過的，蘋果只是一家電腦公司。

There's nothing that distinguishes them structurally from any of their competitors.

結構上來說，蘋果公司並沒有和它的競爭對手有所不同。

Their competitors are all equally qualified  to make all of these products.

這些競爭對手都同樣有資格去製造這些產品。

A few years ago, Gateway came out with flat screen TVs.

幾年前，Gateway 公司推出一台平板電視。

They're eminently qualified to make flat screen TVs.

他們很明顯有足夠資格來作平板電視。

They've been making flat screen monitors for years.

他們製作平板顯示器已經非常多年了。

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