你會怎麼解釋 How do you explain when

當事情不如我們所想的一般時？ things don't go as we assume?

或者更好的是，你如何解釋 Or better, how do you explain

當其他人能夠完成似乎 when others are able to achieve things

that seem to defy all of the assumptions?

違反所有假設的事時？ that seem to defy all of the assumptions?

為什麼蘋果電腦這麼地有創意？ Why is Apple so innovative?

年復年 Year after year, after year, after year,

they're more innovative than all their competition.

他們比其他的競爭對手都要有創意 they're more innovative than all their competition.

And yet, they're just a computer company.

然而，他們只是一個電腦公司 And yet, they're just a computer company.

就像其他電腦公司一樣 They're just like everyone else.

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 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

為什麼是馬汀路德金恩 Why is it that Martin Luther King

領導黑人民權運動？ led the Civil Rights Movement?

他不是唯一一個 He wasn't the only man

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 who suffered in a pre-civil rights America.

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

而為什麼是華特兄弟 And why is it that the Wright brothers

were able to figure out control-powered, manned flight

能夠想到控制力量，操控飛機 were able to figure out control-powered, manned flight

when there were certainly other teams who were

當正有其他團隊 when there were certainly other teams who were

更有資格、更有資本 better qualified, better funded,

and they didn't achieve powered man flight,

然而他們並沒有完成飛機 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。 and the Wright brothers beat them to it.

這似乎有其他的因素在其中 There's something else at play here.

大約三年半前 About three and a half years ago

而這個發現深深地改變 and this discovery profoundly changed

my view on how I thought the world worked.

我對世界運作方式的看法 my view on how I thought the world worked.

And it even profoundly changed the way in which

而它甚至深深改變 And it even profoundly changed the way in which

因為它變成—有個模式 As it turns out -- there's a pattern --

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 as it turns out, all the great and inspiring leaders

以及世界上的機構 and organizations in the world,

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

他們都以同樣的方式 they all think, act and communicate

思考、行動與溝通 the exact same way.

而這也完全與其他人 And it's the complete opposite

我做的事就是解讀它 All I did was codify it.

而它或許是世界上 And it's probably the world's

我稱它做黃金圈 I call it the golden circle.

為什麼？怎麼做？做什麼？ Why? How? What?

這個小小的想法解釋了 This little idea explains

為什麼有些機構和有些領袖 why some organizations and some leaders

能夠激勵群眾而別人做不到 are able to inspire where others aren't.

讓我很快地定義這些詞 Let me define the terms really quickly.

Every single person, every single organization on the planet

在這個星球上的每個人，每個機構都 Every single person, every single organization on the planet

知道他們在做什麼　－ knows what they do,

有些知道如何做事 Some know how they do it,

whether you call it your differentiated value proposition

這裡可以叫做是你不同的價值主張 whether you call it your differentiated value proposition

或者你的屬性過程或你的USP (賣點) or your proprietary process or your USP.

But very, very few people or organizations

但很少很少人或機構 But very, very few people or organizations

知道為什麼做他們正在做的事 know why they do what they do.

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

而〞為什麼〞不是指〞創造利潤“ And by "why" I don't mean "to make a profit."

那是結果。它永遠是結果。 That's a result. It's always a result.

〞為什麼〞指的是：你的目的是什麼？ By "why" I mean: what's your purpose?

你的出發點是什麼？你的信念是什麼？ What's your cause? What's your belief?

為什麼你的機構存在？ Why does your organization exist?

Why do you get out of bed in the morning?

為什麼你早上要起床？ Why do you get out of bed in the morning?

而且為什麼其他人要在乎？ And why should anyone care?

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

好的，結果是我們所想、所為 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 the way we communicate is from the outside in.

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

但激勵人的領導者 But the inspired leaders

以及激勵人們的機構 and the inspired organizations,

regardless of their size, regardless of their industry,

不管它們的規模，不管它們的產業 regardless of their size, regardless of their industry,

都以由內而外的方式 all think, act and communicate

去思考、行動與溝通 from the inside out.

讓我給你們舉個例子 Let me give you an example.

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

如果蘋果電腦就像其他的電腦 If Apple were like everyone else,

a marketing message from them might sound like this.

給的行銷訊息很可能聽起來像 a marketing message from them might sound like this.

我們製造最棒的電腦 "We make great computers.

They're beautifully designed, simple to use

他們都有美好的設計、容易上手 They're beautifully designed, simple to use

也迎合使用者的要求 and user friendly.

想買一台嗎？...呃，不要。 Want to buy one?" Neh.

這就是多數人溝通的方式 And that's how most of us communicate.

That's how most marketing is done. That's how most sales are done.

這就是多數行銷的方式。 這是多數業務銷售的方式 That's how most marketing is done. That's how most sales are done.

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 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

我們說我們做了什麼，我們說我們如何不同或我們如何比較好 We say what we do, we say how we're different or how we're better

然後我們期待某種行為 and we expect some sort of a behavior,

可能是購買行為、投票行為或這類的事 a purchase, a vote, something like that.

這裡是我們新的法律公司 Here's our new law firm.

We have the best lawyers with the biggest clients.

我們有最好的律師和最大的客戶 We have the best lawyers with the biggest clients.

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

這是我們的新車 Here's our new car.

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。 It gets great gas mileage. It has leather seats. Buy our car.

但這都不激勵人心 But it's uninspiring.

這裡有蘋果電腦實際上溝通的方式： Here's how Apple actually communicates.

我們所做的每件事 "Everything we do,

we believe in challenging the status quo.

我們相信都在挑戰現狀 we believe in challenging the status quo.

我們相信用不同的角度思考 We believe in thinking differently.

我們挑戰現狀的方式 The way we challenge the status quo

is by making our products beautifully designed,

是使我們的產品有美好的設計 is by making our products beautifully designed,

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