things don't go as we assume?

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

Or better, how do you explain

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

when others are able to achieve things

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?

For example:

比如： For example:

Why is Apple so innovative?

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

Year after year, after year, after year,

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.

They're just like everyone else.

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

Then why is it that they

那麼為什麼他們

seem to have something different?

似乎有點與眾不同？

Why is it that Martin Luther King

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

led the Civil Rights Movement?

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

He wasn't the only man

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.

Why him?

為什麼是他？ Why him?

And why is it that the Wright brothers

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

better qualified, better funded,

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,

and the Wright brothers beat them to it.

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.

There's something else at play here.

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

About three and a half years ago

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

I made a discovery,

我有一個發現 I made a discovery,

and this discovery profoundly changed

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

I operate in it.

我生活的方式 I operate in it.

As it turns out -- there's a pattern --

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

and organizations in the world,

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,

they all think, act and communicate

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

the exact same way.

思考、行動與溝通 the exact same way.

And it's the complete opposite

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

to everyone else.

相反 to everyone else.

All I did was codify it.

我做的事就是解讀它 All I did was codify it.

And it's probably the world's

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

simplest idea.

最簡單的想法 simplest idea.

I call it the golden circle.

我稱它做黃金圈 I call it the golden circle.

Why? How? What?

為什麼？怎麼做？做什麼？ Why? How? What?

This little idea explains

這個小小的想法解釋了 This little idea explains

why some organizations and some leaders

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

are able to inspire where others aren't.

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

Let me define the terms really quickly.

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

knows what they do,

知道他們在做什麼　－ knows what they do,

100 percent.

百分之百肯定 100 percent.

Some know how they do it,

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

or your proprietary process or your USP.

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

know why they do what they do.

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."

That's a result. It's always a result.

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

By "why" I mean: what's your purpose?

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

What's your cause? What's your belief?

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

Why does your organization exist?

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?

And why should anyone care?

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.

But the inspired leaders

但激勵人的領導者 But the inspired leaders

and the inspired organizations,

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,

all think, act and communicate

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

from the inside out.

去思考、行動與溝通 from the inside out.

Let me give you an example.

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.

If Apple were like everyone else,

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.

"We make great computers.

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

and user friendly.

也迎合使用者的要求 and user friendly.

Want to buy one?" Neh.

想買一台嗎？...呃，不要。 Want to buy one?" Neh.

And that's how most of us communicate.

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

and we expect some sort of a behavior,

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

a purchase, a vote, something like that.

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

Here's our new law firm.

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.

Here's our new car.

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.

But it's uninspiring.

但這都不激勵人心 But it's uninspiring.

Here's how Apple actually communicates.

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

"Everything we do,

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.

We believe in thinking differently.

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

The way we challenge the status quo

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,

simple to use and user friendly.

容易使用而且迎合使用者。 simple to use and user friendly.

We just happen to make great computers.

我們只是恰巧做了很棒的電腦。 We just happen to make great computers.

Want to buy one?"

想要買一台嗎？ Want to buy one?"

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

完全不一樣，對吧？你準備要從我這裡買一台電腦了。 Totally different right? You're ready to buy a computer from me.

All I did was reverse the order of information.

我只要改變資訊的順序 All I did was reverse the order of information.

What it proves to us is that people don't buy what you do;

這個例子告訴我們人們不會買你做了什麼 What it proves to us is that people don't buy what you do;

people buy why you do it.

人們要買你為什麼做它 people buy why you do it.

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

人們不會買你做什麼；他們要買你的為什麼。 People don't buy what you do; they buy why you do it.

This explains why

這解釋了為什麼 This explains why

every single person in this room

在場的每個人 every single person in this room

is perfectly comfortable buying a computer from Apple.

都對買蘋果電腦感到很好 is perfectly comfortable buying a computer from Apple.

But we're also perfectly comfortable

但我們也同樣感覺很好 But we're also perfectly comfortable

buying an MP3 player from Apple, or a phone from Apple,

當購買蘋果電腦 的MP3播放器，或蘋果電腦的手機 buying an MP3 player from Apple, or a phone from Apple,

or a DVR from Apple.

或蘋果電腦的DVR or a DVR from Apple.

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

但如同我前述所說，蘋果電腦只是一家電腦公司 But, as I said before, Apple's just a computer company.

There's nothing that distinguishes them

結構上沒有什麼使它們與 There's nothing that distinguishes them

structurally from any of their competitors.

其他的競爭者不同 structurally from any of their competitors.

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

他們的競爭者都有同樣能力做這些產品 Their competitors are all equally qualified to make all of these products.

In fact, they tried.

事實上，他們試過 In fact, they tried.

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

幾年前，Gateway推出他們的平面電視 A few years ago, Gateway came out with flat screen TVs.

They're eminently qualified to make flat screen TVs.

他們很明顯夠資格製造平面電視 They're eminently qualified to make flat screen TVs.

They've been making flat screen monitors for years.

他們已經做平面監視器好幾年了 They've been making flat screen monitors for years.

Nobody bought one.

沒有人買 Nobody bought one.

Dell came out with MP3 players and PDAs.

戴爾電腦推出mp3播放器與PDA. Dell came out with MP3 players and PDAs.

And they make great quality products.

他們的產品都有很好的品質 And they make great quality products.

And they can make perfectly well-designed products.

而且他們也能完美地製造精美設計的產品 And they can make perfectly well-designed products.

And nobody bought one.

然而沒有人買。 And nobody bought one.

In fact, talking about it now, we can't even imagine

事實上，現在我們說這些事，我們甚至無法想像 In fact, talking about it now, we can't even imagine

buying an MP3 player from Dell.

從戴爾電腦買一台mp3播放器 buying an MP3 player from Dell.

Why would you buy an MP3 player from a computer company?

為什麼你會從一家電腦公司買一台mp3播放器？ Why would you buy an MP3 player from a computer company?

But we do it every day.

但我們每天都這麼做 But we do it every day.

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

人們不買你做什麼；他們買你的為什麼 People don't buy what you do; they buy why you do it.

The goal is not to do business

目標不是 The goal is not to do business

with everybody who needs what you have.

與每個需要你有什麼的人在做生意 with everybody who needs what you have.

The goal is to do business with people

目標是要與 The goal is to do business with people

who believe what you believe.

那些相信你所相信的人做生意 who believe what you believe.

Here's the best part.

這就是最美好的部份 Here's the best part.

None of what I'm telling you is my opinion.

我告訴你們的都不是我個人的意見 None of what I'm telling you is my opinion.

It's all grounded in the tenets of biology.

這在生物學裡證實 It's all grounded in the tenets of biology.

Not psychology, biology.

不是心理學，是生物學 Not psychology, biology.

If you look at a cross-section of the human brain, looking from the top down,

如果你去看人腦裡的切面，從上往下看 If you look at a cross-section of the human brain, looking from the top down,

What you see is the human brain is actually broken

你看到的人腦實際上是 What you see is the human brain is actually broken

into three major components

分成三個主要部份的 into three major components

that correlate perfectly with the golden circle.

這和黃金圈完美地相關 that correlate perfectly with the golden circle.

Our newest brain, our homo sapien brain,

我們最新的腦，或說我們人類的腦 Our newest brain, our homo sapien brain,

our neocortex,

我們的大腦皮層 our neocortex,

corresponds with the "what" level.

對應的是〞什麼〞的層次 corresponds with the "what" level.

The neocortex is responsible for all of our

大腦皮層負責我們所有的 The neocortex is responsible for all of our

rational and analytical thought

理性、分析的想法 rational and analytical thought

and language.

以及語言 and language.

The middle two sections make up our limbic brains.

中間兩個部份組成我們腦的邊緣 The middle two sections make up our limbic brains.

And our limbic brains are responsible for all of our feelings,

而我們邊緣的腦是負責所有的感情 And our limbic brains are responsible for all of our feelings,

like trust and loyalty.

如信任與忠誠 like trust and loyalty.

It's also responsible for all human behavior,

它也同時負責所有人類的行為 It's also responsible for all human behavior,

all decision-making,

所有的決策 all decision-making,

and it has no capacity for language.

而它沒有語言的空間 and it has no capacity for language.

In other words, when we communicate from the outside in,

換句話說，當我們從外而內地溝通時 In other words, when we communicate from the outside in,

yes, people can understand vast amounts of complicated information

是的，人們可以了解很多複雜的資訊量 yes, people can understand vast amounts of complicated information

like features and benefits and facts and figures.

像是特色、好處、事實與數字 like features and benefits and facts and figures.

It just doesn't drive behavior.

但這不能刺激行為 It just doesn't drive behavior.

When we can communicate from the inside out,

當我們能由內而外溝通時 When we can communicate from the inside out,

we're talking directly to the part of the brain

我們就正對著我們的腦說話 we're talking directly to the part of the brain

that controls behavior,

那控制行為的腦 that controls behavior,

and then we allow people to rationalize it

然後我們允許人們去分析它 and then we allow people to rationalize it

with the tangible things we say and do.

以我們可以說與做的可見事物 with the tangible things we say and do.

This is where gut decisions come from.

這就是我們用膽識做決定的來源 This is where gut decisions come from.

You know, sometimes you can give somebody

你們知道，有時候你們可以給人們 You know, sometimes you can give somebody

all the facts and figures,

所有的事實與數字 all the facts and figures,

and they say, "I know what all the facts and details say,

然後他們說，〞我知道事實與細節是什麼， and they say, "I know what all the facts and details say,

but it just doesn't feel right."

但就是感覺不對勁〞 but it just doesn't feel right."

Why would we use that verb, it doesn't "feel" right?

為什麼我們會用這個動詞，〝感覺〞不對勁？ Why would we use that verb, it doesn't "feel" right?

Because the part of the brain that controls decision-making,

因為管控決策的腦 Because the part of the brain that controls decision-making,

doesn't control language.

並不管控語言 doesn't control language.

And the best we can muster up is, "I don't know. It just doesn't feel right."

而我們最多能整理出的是〝我不知道，就是覺得不對〞 And the best we can muster up is, "I don't know. It just doesn't feel right."

Or sometimes you say you're leading with your heart,

或者有時你說你隨心所欲 Or sometimes you say you're leading with your heart,

or you're leading with your soul.

或者你跟隨你靈魂的聲音 or you're leading with your soul.

Well, I hate to break it to you, those aren't other body parts

嗯，我很不想對你說，那些都不是身體的其他部份 Well, I hate to break it to you, those aren't other body parts

controlling your behavior.

在控制你的行為 controlling your behavior.

It's all happening here in you limbic brain,

所有的發生都在你邊緣的腦裡 It's all happening here in you limbic brain,

the part of the brain that controls decision-making and not language.

是控制決策而不是語言的腦 the part of the brain that controls decision-making and not language.

But if you don't know why you do what you do,

但如果你不知道為什麼做你正在做的事 But if you don't know why you do what you do,

and people respond to why you do what you do,

而人們對為什麼你正在做的事有反應 and people respond to why you do what you do,

then how you ever get people

然後甚至是你如何贏得人們 then how you ever get people

to vote for you, or buy something from you,

的選票或買你的東西 to vote for you, or buy something from you,

or, more importantly, be loyal

或更重要的，忠實 or, more importantly, be loyal

and want to be a part of what it is that you do.

而且想成為你正在做的事的一份子 and want to be a part of what it is that you do.

Again, the goal is not just to sell to people who need what you have;

再一次，目標不是僅僅將需要你所有賣給需要的人而已 Again, the goal is not just to sell to people who need what you have;

the goal is to sell to people who believe what you believe.

目標是要賣東西給那些相信你所相信的事的人 the goal is to sell to people who believe what you believe.

The goal is not just to hire people

目標不是只在雇 The goal is not just to hire people

who need a job;

那些需要工作的人 who need a job;

it's to hired people who believe what you believe.

而是要雇用那些相信你所相信的事的人 it's to hired people who believe what you believe.

I always say that, you know,

我會一直這麼說，你知道。 I always say that, you know,

if you hire people just because they can do a job, they'll work for your money,

如果你雇用人僅是因為他們能做事，他們將會為了你的錢而做事 if you hire people just because they can do a job, they'll work for your money,

but if you hire people who believe what you believe,

但如果你雇用那些相信你所相信的人們 but if you hire people who believe what you believe,

they'll work for your you with blood and sweat and tears.

他們將與你工作：用血汗與淚水。 they'll work for your you with blood and sweat and tears.

And nowhere else is there a better example of this

而沒有比這個萊特兄弟 And nowhere else is there a better example of this

than with the Wright brothers.

更好的例子了 than with the Wright brothers.

Most people don't know about Samuel Pierpont Langley.

多數人不認識Samuel Pierpont Langley. Most people don't know about Samuel Pierpont Langley.

And back in the early 20th century,

在20世紀初 And back in the early 20th century,

the pursuit of powered man flight was like the dot com of the day.

追尋人類飛翔就像今天的網路公司一樣 the pursuit of powered man flight was like the dot com of the day.

Everybody was trying it.

每個人都在嘗試 Everybody was trying it.

And Samuel Pierpont Langley had, what we assume,

而Samuel Pierpont Langley曾經擁有，我們假設的 And Samuel Pierpont Langley had, what we assume,

to be the recipe for success.

成功的關鍵 to be the recipe for success.

I mean, even now, you ask people,

我的意思是，即使現在，你去問人們 I mean, even now, you ask people,

"Why did your product or why did your company fail?"

〝為什麼你的產品為或什麼你的公司失敗？〞 "Why did your product or why did your company fail?"

and people always give you the same permutation

而人們總會給你 and people always give you the same permutation

of the same three things,

相類似的三個原因 of the same three things,

under-capitalized, the wrong people, bad market conditions.

資金不足，不適合的人，市場情況不良 under-capitalized, the wrong people, bad market conditions.

It's always the same three things, so let's explore that.

總是這相同的三個原因，所以我們來研究一下 It's always the same three things, so let's explore that.

Samuel Pierpont Langley

Samuel Pierpont Langley Samuel Pierpont Langley

was given 50,000 dollars by the War Deptartment

從國防部得到5萬美金 was given 50,000 dollars by the War Deptartment

to figure out this flying machine.

去研發這個飛行機器 to figure out this flying machine.

Money was no problem.

資金不是問題 Money was no problem.

He held a seat at Harvard

他有哈佛大學的學位 He held a seat at Harvard

and worked at the Smithsonian and was extremely well-connected.

在Smithsonian工作而且有很好的人脈 and worked at the Smithsonian and was extremely well-connected.

He knew all the big minds of the day.

他認識當時所有著名的知識份子 He knew all the big minds of the day.

He hired the best minds

他雇用最好的人才 He hired the best minds

money could find.

資金有管道 money could find.

And the market conditions were fantastic.

而市場情況呈現一片榮景 And the market conditions were fantastic.

The New York Times followed him around everywhere.

紐約時報跟著他到處跑 The New York Times followed him around everywhere.

And everyone was rooting for Langley.

而且每個人都為Langley加油 And everyone was rooting for Langley.

Then how come you've never heard of Samuel Pierpont Langley?

那麼你怎麼會從沒聽過Samuel Pierpont Langley？ Then how come you've never heard of Samuel Pierpont Langley?

A few hundred miles away in Dayton Ohio,

幾百英哩遠在俄亥俄州的Dayton A few hundred miles away in Dayton Ohio,

Orville and Wilbur Wright,

萊特兄弟 Orville and Wilbur Wright,

they had none of what we consider

他們沒有我們認為的 they had none of what we consider

to be the recipe for success.

成功關鍵 to be the recipe for success.

They had no money.

他們沒有資金 They had no money.

They paid for their dream with the proceeds from their bicycle shop.

他們用他們腳踏車店裡的現金來支付他們的夢想 They paid for their dream with the proceeds from their bicycle shop.

Not a single person on the Wright brothers' team

沒有任何一個在萊特兄弟的團隊裡 Not a single person on the Wright brothers' team

had a college education,

的人有大學學歷 had a college education,

not even Orville or Wilbur.

兄弟倆都沒有 not even Orville or Wilbur.

And the New York Times followed them around nowhere.

而他們也沒有紐約時報的報導 And the New York Times followed them around nowhere.

The difference was,

不同的是 The difference was,

Orville and Wilbur were driven by a cause,

萊特兄弟是有個目的去驅動他們的 Orville and Wilbur were driven by a cause,

by a purpose, by a belief.

因為目的、因為相信 by a purpose, by a belief.

They believed that if they

他們相信如果他們 They believed that if they

could figure out this flying machine,

能想出這架飛行機器 could figure out this flying machine,

it'll change the course of the world.

這將改變世界的軌道 it'll change the course of the world.

Samuel Pierpont Langley was different.

Samuel Pierpont Langley 不同 Samuel Pierpont Langley was different.

He wanted to be rich, and he wanted to be famous.

他想變得富有，而且他想成名 He wanted to be rich, and he wanted to be famous.

He was in pursuit of the result.

他在追求結果 He was in pursuit of the result.

He was in pursuit of the riches.

他在追求財富 He was in pursuit of the riches.