Where so many of us start by telling people what we do, they start with why.

我們許多人都是從告訴別人我們做什麼開始對話，而他們卻從「為什麼」開始對話。

But let me give you a funny example that makes the case perfectly.

讓我舉個有趣的例子來說明這個問題吧。

Dating.

約會。

Dating is like any kind of sales call.

約會就像任何一種推銷電話。

We're sitting across a table from somebody.

我們就坐在某人對面。

We want to say things that make them choose us over somebody else.

我們想說一些讓他們選擇我們而不是別人的話。

And imagine if we sent somebody out on a date and they started with what, rather than why.

想像一下，如果我們派某人出去約會，他們從說什麼開始，而不是「為什麼」。

So let's take our theoretical data.

那麼讓我們來看看我們的理論數據。

Let's call him Davido.

讓我們叫他 Davido。

Davido is on a date with a young woman that his friends set him up with and this is how the date begins.

Davido 正在與朋友撮合的一位年輕女子約會，約會就這樣開始了。

He sits across from her and the first words he says,

他坐在她對面，說的第一句話就是，

"You know, I am very, very rich."

「你知道，我非常非常有錢。」

"I know lots of famous people."

「我認識很多名人。」

"I am on television all the time, which is good because I'm good-looking and I have a beautiful home, you should come and see it sometime."

「我經常上電視，這很好，因為我長得好看，而且我有一個漂亮的家，你應該有空來看看。 」

So the question is, does Davido get a second date?

那麼問題來了，Davido 還會有第二次約會嗎？

It's intuitive. No.

很直觀的不會。

But depends how rich he is.

但要看他有多有錢。

But now, let's send him out a second time, but this time he will start with why.

但是現在讓我們再把他送出去一次，但這一次，他將從說「為什麼」開始對話。

Before I do that, I should say what he did is exactly what most companies do.

啊，在我這樣做之前，我應該說他所做的正是大多數公司所做的。

They sit across the table and they say, "You know, we're very successful. We're the biggest in the industry."

他們坐在對面說：「你知道，我們非常成功。我們是業內最大的。 」

"We have some of the wealthiest people who work with us."

「我們有一些最富有的人與我們合作。」

"You may have seen our advertising on television."

「你可能在電視上看到過我們的廣告。」

"We have a beautiful corporate headquarters you should come visit sometime."

「我們有一個漂亮的公司總部，有機會你應該來看看。」

It's the same thing.

都是一樣的。

And so we know it doesn't work on a date, so why should it work in a sales call?

所以我們知道，這在約會中是行不通的，那麼，為什麼在銷售電話中就會行得通呢？

And the answer is it doesn't.

答案是不會。

So let's send him out again.

那就再把他送出去吧。

This time he starts with why.

這次他的開場白是「為什麼」。

"You know," he says, "I love what I do."

他說：「你知道，我熱愛我的工作。」

"I work for an organization that has a belief that we are responsible for holding the dreams of other people in our hands."

「我所在的公司堅信，我們有責任將他人的夢想牢牢握在手中。」

"It gives me purpose. It's why I wake up in the morning every single day."

「它給了我目標。這就是我每天早上醒來的原因。 」

"And the result is fantastic."

「結果非常棒。」

"I've actually been able to make a lot of money and meet a lot of famous people and I get to be on television all the time, which is fun because I'm good-looking and I built a beautiful house."

「事實上，我已經賺了很多錢，認識了很多名人，還經常上電視，這很有趣，因為我長得好看，還建了一棟漂亮的房子。」

"But the most important thing is the reason why I get out of bed in the morning."

「但最重要的是我早上起床的原因。」

And you can see all the same facts are in there, but this time starting with why gives context to all those things.

你可以看到所有相同的事實都在那裡，但這次從「為什麼」開始，為所有這些事情提供了背景。

So all the facts still prove, they serve as the tangible proof.

所以一切事實仍然證明，它們是有形的證據。

But it's a profoundly different feeling when somebody leaves with purpose.

但當有人帶著目標時，感覺就截然不同了。