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  • How do you explain when

    你會怎麼解釋 How do you explain when

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

  • Then why is it that they

    那麼為什麼他們 Then why is it that they

  • seem to have something different?

    似乎有點與眾不同? seem to have something different?

  • 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,