《ted-伟大的领导者如何激励行为-》音轨

Simon Sinek在TED的分享，论述why->how->what的重要性，不妨重新审视你的日常，是什么渠道了你去做现在的事情？
1

00:00:15,919 –> 00:00:18,699

how do you explain when things don’t go
2

00:00:18,899 –> 00:00:22,089

as we assumed or better how do you
3

00:00:22,289 –> 00:00:24,699

explain when others are able to achieve
4

00:00:24,899 –> 00:00:26,050

things that seem to defy all of the
5

00:00:26,250 –> 00:00:30,010

assumptions for example why is Apple so
6

00:00:30,210 –> 00:00:32,858

innovative year after year after year
7

00:00:33,058 –> 00:00:34,750

after year they’re more innovative than
8

00:00:34,950 –> 00:00:37,209

all their competition and yet they’re
9

00:00:37,409 –> 00:00:38,948

just a computer company they’re just
10

00:00:39,149 –> 00:00:40,628

like everyone else they have the same
11

00:00:40,829 –> 00:00:42,849

access to the same talent the same
12

00:00:43,049 –> 00:00:44,619

agencies the same consultants the same
13

00:00:44,820 –> 00:00:47,378

media then why is it that they seem to
14

00:00:47,579 –> 00:00:50,679

have something different why is it that
15

00:00:50,880 –> 00:00:53,288

Martin Luther King led the civil rights
16

00:00:53,488 –> 00:00:56,320

movement he wasn’t the only man who
17

00:00:56,520 –> 00:00:57,549

suffered in a pre-civil Rights America
18

00:00:57,750 –> 00:00:59,768

and he certainly wasn’t the only great
19

00:00:59,969 –> 00:01:03,159

orator of the day why him and why is it
20

00:01:03,359 –> 00:01:05,469

that the Wright brothers were able to
21

00:01:05,670 –> 00:01:07,619

figure out control powered man flight
22

00:01:07,819 –> 00:01:09,819

when there were certainly other teams
23

00:01:10,019 –> 00:01:11,649

who were better qualified but her funded
24

00:01:11,849 –> 00:01:16,000

and they didn’t achieve powered man
25

00:01:16,200 –> 00:01:17,500

flight the Wright brothers beat them to
26

00:01:17,700 –> 00:01:20,518

it there’s something else at play here
27

00:01:20,718 –> 00:01:24,219

about three and a half years ago I made
28

00:01:24,420 –> 00:01:26,588

a discovery and this discovery
29

00:01:26,789 –> 00:01:30,069

profoundly changed my view on how I
30

00:01:30,269 –> 00:01:31,599

thought the world worked and it even
31

00:01:31,799 –> 00:01:33,368

profoundly changed the way in which I
32

00:01:33,569 –> 00:01:39,308

operate in it as it turns out there’s a
33

00:01:39,509 –> 00:01:41,289

pattern as it turns out all the great
34

00:01:41,489 –> 00:01:43,808

and inspiring leaders and organizations
35

00:01:44,009 –> 00:01:45,128

in the world whether it’s Apple or
36

00:01:45,328 –> 00:01:46,118

Martin Luther King or the Wright
37

00:01:46,319 –> 00:01:48,250

brothers they all think act and
38

00:01:48,450 –> 00:01:51,789

communicate the exact same way and it’s
39

00:01:51,989 –> 00:01:54,328

the complete opposite to everyone else
40

00:01:54,528 –> 00:01:57,968

all I did was codify it and it’s
41

00:01:58,168 –> 00:02:00,668

probably the world’s simplest idea I
42

00:02:00,868 –> 00:02:04,728

call it the Golden Circle
43

00:02:11,219 –> 00:02:15,390

why how what this little idea explains
44

00:02:15,590 –> 00:02:17,830

why some organizations and some leaders
45

00:02:18,030 –> 00:02:20,469

are able to inspire where others aren’t
46

00:02:20,669 –> 00:02:22,450

let me define the terms really quickly
47

00:02:22,650 –> 00:02:24,189

every single person every single
48

00:02:24,389 –> 00:02:26,380

organization on the planet knows what
49

00:02:26,580 –> 00:02:30,430

they do 100 percent some know how they
50

00:02:30,629 –> 00:02:31,810

do it with you call it your
51

00:02:32,009 –> 00:02:33,430

differentiating value proposition or
52

00:02:33,629 –> 00:02:36,189

your proprietary process or your USP but
53

00:02:36,389 –> 00:02:38,320

very very few people or organizations
54

00:02:38,520 –> 00:02:41,410

know why they do what they do and by why
55

00:02:41,610 –> 00:02:43,360

I don’t mean to make a profit that’s a
56

00:02:43,560 –> 00:02:45,610

result it’s always a result by why I
57

00:02:45,810 –> 00:02:47,350

mean what’s your purpose what’s your
58

00:02:47,550 –> 00:02:50,170

cause what’s your belief why does your
59

00:02:50,370 –> 00:02:54,250

organization exist why do you get out of
60

00:02:54,449 –> 00:02:56,469

bed in the morning and why should anyone
61

00:02:56,669 –> 00:02:59,350

care well as a result the way we think
62

00:02:59,550 –> 00:03:01,060

the way we act the way we communicate is
63

00:03:01,259 –> 00:03:02,920

from the outside in it’s obvious we go
64

00:03:03,120 –> 00:03:04,480

from the clearest thing to the fuzziest
65

00:03:04,680 –> 00:03:07,150

thing but the inspired leaders and the
66

00:03:07,349 –> 00:03:09,330

inspire or inspired organizations
67

00:03:09,530 –> 00:03:11,710

regardless of their size regardless of
68

00:03:11,909 –> 00:03:13,930

their industry all think act and
69

00:03:14,129 –> 00:03:17,920

communicate from the inside out let me
70

00:03:18,120 –> 00:03:19,990

give you an example I use Apple because
71

00:03:20,189 –> 00:03:21,310

they’re easy to understand and everybody
72

00:03:21,509 –> 00:03:24,550

gets it if Apple were like everyone else
73

00:03:24,750 –> 00:03:27,100

a marketing message from them might
74

00:03:27,300 –> 00:03:30,630

sound like this we make great computers
75

00:03:30,830 –> 00:03:33,219

they’re beautifully designed simple to
76

00:03:33,419 –> 00:03:36,630

use and user friendly want to buy one
77

00:03:36,830 –> 00:03:39,910

yeah and that’s how most of us
78

00:03:40,110 –> 00:03:41,469

communicate that’s how most marketing is
79

00:03:41,669 –> 00:03:42,640

done that’s how most sales done and
80

00:03:42,840 –> 00:03:43,390

that’s how most of us communicate
81

00:03:43,590 –> 00:03:46,150

interpersonally we say what we do we say
82

00:03:46,349 –> 00:03:47,410

how we’re different or how we better and
83

00:03:47,610 –> 00:03:48,939

we expect some sort of behavior a
84

00:03:49,139 –> 00:03:50,500

purchase a vote something like that
85

00:03:50,699 –> 00:03:53,380

here’s our new law firm we have the best
86

00:03:53,580 –> 00:03:54,670

lawyers with the biggest clients we have
87

00:03:54,870 –> 00:03:56,200

you know we always perform for our
88

00:03:56,400 –> 00:03:57,490

clients do business with us here’s our
89

00:03:57,689 –> 00:04:00,069

new car it gets great gas mileage it has
90

00:04:00,269 –> 00:04:03,189

you know leather seats by our car but
91

00:04:03,389 –> 00:04:05,170

it’s uninspiring here’s how Apple
92

00:04:05,370 –> 00:04:07,980

actually communicates
93

00:04:08,180 –> 00:04:11,709

everything we do we believe in
94

00:04:11,908 –> 00:04:14,439

challenging the status quo we believe in
95

00:04:14,639 –> 00:04:17,348

thinking differently the way we
96

00:04:17,548 –> 00:04:19,150

challenge the status quo is by making
97

00:04:19,350 –> 00:04:20,800

our products beautifully designed simple
98

00:04:21,000 –> 00:04:24,218

to use and user friendly we just happen
99

00:04:24,418 –> 00:04:27,389

to make great computers one a by one
100

00:04:27,589 –> 00:04:29,680

totally different right you ready to buy
101

00:04:29,879 –> 00:04:31,778

a computer from me all I did was reverse
102

00:04:31,978 –> 00:04:33,430

the order of the information what it
103

00:04:33,629 –> 00:04:35,230

proves to us is that people don’t buy
104

00:04:35,430 –> 00:04:37,210

what you do people buy why you do it
105

00:04:37,410 –> 00:04:38,800

people don’t buy what you do they buy
106

00:04:39,000 –> 00:04:39,639

why you do it
107

00:04:39,839 –> 00:04:42,730

this explains why every single person in
108

00:04:42,930 –> 00:04:45,100

this room is perfectly comfortable
109

00:04:45,300 –> 00:04:47,499

buying a computer from Apple but we’re
110

00:04:47,699 –> 00:04:49,689

also perfectly comfortable buying an mp3
111

00:04:49,889 –> 00:04:52,059

player from Apple or a phone from Apple
112

00:04:52,259 –> 00:04:54,939

or a DVR from Apple but as I said before
113

00:04:55,139 –> 00:04:56,920

Apple is just a computer company there’s
114

00:04:57,120 –> 00:04:57,968

nothing that distinguishes them
115

00:04:58,168 –> 00:04:59,199

structurally from any of their
116

00:04:59,399 –> 00:05:00,968

competitors their competitors are all
117

00:05:01,168 –> 00:05:02,889

equally qualified to make all of these
118

00:05:03,089 –> 00:05:05,439

products in fact they tried a few years
119

00:05:05,639 –> 00:05:07,120

ago gateway came out with flat-screen
120

00:05:07,319 –> 00:05:09,490

TVs they’re eminently qualified to make
121

00:05:09,689 –> 00:05:10,689

flat-screen tvs they’ve been making
122

00:05:10,889 –> 00:05:13,718

flat-screen monitors for years nobody
123

00:05:13,918 –> 00:05:21,338

bought one Dell came out with mp3
124

00:05:21,538 –> 00:05:24,639

players and PDAs and they make great
125

00:05:24,839 –> 00:05:26,139

quality products and they can make
126

00:05:26,339 –> 00:05:28,180

perfectly well design products and
127

00:05:28,379 –> 00:05:30,730

nobody bought one in fact talking about
128

00:05:30,930 –> 00:05:32,319

it now we can’t even imagine buying an
129

00:05:32,519 –> 00:05:34,028

mp3 player from Dell why would you buy
130

00:05:34,228 –> 00:05:35,588

an mp3 player from a computer company
131

00:05:35,788 –> 00:05:38,468

but we do it every day people don’t buy
132

00:05:38,668 –> 00:05:40,600

what you do they buy why you do it the
133

00:05:40,800 –> 00:05:43,088

goal is not to do business with anybody
134

00:05:43,288 –> 00:05:45,120

with everybody who needs what you have
135

00:05:45,319 –> 00:05:47,560

the goal is to do business with people
136

00:05:47,759 –> 00:05:50,278

who believe what you believe
137

00:05:50,478 –> 00:05:53,290

here’s the best part none of what I’m
138

00:05:53,490 –> 00:05:55,718

telling you is my opinion it’s all
139

00:05:55,918 –> 00:05:57,999

grounded in the tenets of biology not
140

00:05:58,199 –> 00:06:01,060

psychology biology if you look at a
141

00:06:01,259 –> 00:06:02,528

cross-section of the human brain looking
142

00:06:02,728 –> 00:06:04,209

from the top down what you see is the
143

00:06:04,408 –> 00:06:05,528

human brain is actually broken into
144

00:06:05,728 –> 00:06:08,050

three major components that correlate
145

00:06:08,250 –> 00:06:10,660

perfectly with the golden circle our our
146

00:06:10,860 –> 00:06:13,028

newest brain our Homo Sapien brain our
147

00:06:13,228 –> 00:06:15,968

neocortex corresponds with the what
148

00:06:16,168 –> 00:06:18,550

level the neocortex is responsible for
149

00:06:18,750 –> 00:06:20,620

all of our rational and analytical
150

00:06:20,819 –> 00:06:21,150

thought
151

00:06:21,350 –> 00:06:23,970

and language the middle two sections
152

00:06:24,170 –> 00:06:26,699

make up our limbic brains and our limbic
153

00:06:26,899 –> 00:06:28,139

brains are responsible for all of our
154

00:06:28,339 –> 00:06:32,189

feelings like trust and loyalty it’s
155

00:06:32,389 –> 00:06:33,960

also responsible for all human behavior
156

00:06:34,160 –> 00:06:37,020

all decision-making and it has no
157

00:06:37,220 –> 00:06:39,660

capacity for language in other words
158

00:06:39,860 –> 00:06:41,699

when we communicate from the outside in
159

00:06:41,899 –> 00:06:44,069

yes people can understand vast amounts
160

00:06:44,269 –> 00:06:46,050

of complicated information like features
161

00:06:46,250 –> 00:06:48,240

and benefits and facts and figures just
162

00:06:48,439 –> 00:06:50,189

doesn’t drive behavior when we
163

00:06:50,389 –> 00:06:51,840

communicate from the inside out we’re
164

00:06:52,040 –> 00:06:53,550

talking directly to the part of the
165

00:06:53,750 –> 00:06:56,189

brain that controls behavior and then we
166

00:06:56,389 –> 00:06:58,319

allow people to rationalize it with the
167

00:06:58,519 –> 00:07:00,420

tangible things we say and do this is
168

00:07:00,620 –> 00:07:03,030

where gut decisions come from you know
169

00:07:03,230 –> 00:07:04,949

sometimes you can give somebody all the
170

00:07:05,149 –> 00:07:06,540

facts and your figures in these I know
171

00:07:06,740 –> 00:07:08,790

what all the facts in detail say but it
172

00:07:08,990 –> 00:07:11,009

just doesn’t feel right why would we use
173

00:07:11,209 –> 00:07:13,199

that verb it doesn’t feel right because
174

00:07:13,399 –> 00:07:14,400

the part of the brain that controls
175

00:07:14,600 –> 00:07:16,620

decision-making doesn’t control language
176

00:07:16,819 –> 00:07:18,840

and the best we can muster up is I don’t
177

00:07:19,040 –> 00:07:20,819

know it just doesn’t feel right or
178

00:07:21,019 –> 00:07:21,870

sometimes you say you’re leading with
179

00:07:22,069 –> 00:07:22,860

your heart where you’re leading with
180

00:07:23,060 –> 00:07:24,600

your soul well I hate to break it to you
181

00:07:24,800 –> 00:07:26,730

those own other body parts controlling
182

00:07:26,930 –> 00:07:28,590

your behavior it’s all happening here in
183

00:07:28,790 –> 00:07:30,300

your limbic brain the part of the brain
184

00:07:30,500 –> 00:07:32,160

that controls decision-making and not
185

00:07:32,360 –> 00:07:34,889

language but if you don’t know why you
186

00:07:35,089 –> 00:07:38,280

do what you do and people respond to why
187

00:07:38,480 –> 00:07:39,780

you do what you do then how will anybody
188

00:07:39,980 –> 00:07:42,810

how will you ever get people to vote for
189

00:07:43,009 –> 00:07:44,280

you or buy something from you or more
190

00:07:44,480 –> 00:07:47,009

importantly be loyal and want to be a
191

00:07:47,209 –> 00:07:48,710

part of what it is what you that you do
192

00:07:48,910 –> 00:07:51,270

again the goal is not just as to sell
193

00:07:51,470 –> 00:07:52,949

people who need what you have the goal
194

00:07:53,149 –> 00:07:54,150

is to sell to people who believe what
195

00:07:54,350 –> 00:07:56,790

you believe the goal is not just to hire
196

00:07:56,990 –> 00:07:59,790

people who need a job it’s to hire
197

00:07:59,990 –> 00:08:01,889

people who believe what you believe I
198

00:08:02,089 –> 00:08:05,370

always say that you know this if you if
199

00:08:05,569 –> 00:08:08,699

you if you hire people just because they
200

00:08:08,899 –> 00:08:09,990

can do a job they’ll work for your money
201

00:08:10,189 –> 00:08:11,340

but if you hire people who believe what
202

00:08:11,540 –> 00:08:12,930

you believe they work for you with blood
203

00:08:13,129 –> 00:08:15,449

and sweat and tears and nowhere nowhere
204

00:08:15,649 –> 00:08:16,590

else is there a better example of this
205

00:08:16,790 –> 00:08:18,660

than with the Wright brothers most
206

00:08:18,860 –> 00:08:20,730

people don’t know about Samuel Pierpont
207

00:08:20,930 –> 00:08:23,340

Langley and back in the early 20th
208

00:08:23,540 –> 00:08:25,680

century the pursuit of powered man
209

00:08:25,879 –> 00:08:27,150

flight was like the dot-com of the day
210

00:08:27,350 –> 00:08:29,670

everybody was trying it and Samuel
211

00:08:29,870 –> 00:08:31,889

Pierpont Langley had what we assume to
212

00:08:32,089 –> 00:08:34,439

be the recipe for success
213

00:08:34,639 –> 00:08:37,169

I mean even now we you ask people why
214

00:08:37,370 –> 00:08:38,458

did your product or why did your company
215

00:08:38,658 –> 00:08:39,929

fail and people always give you the
216

00:08:40,129 –> 00:08:41,370

permeate same permutation of the same
217

00:08:41,570 –> 00:08:44,219

three things undercapitalized the wrong
218

00:08:44,419 –> 00:08:46,740

people bad market conditions it was the
219

00:08:46,940 –> 00:08:48,979

same three things so let’s explore that
220

00:08:49,179 –> 00:08:52,500

Samuel Pierpont Langley was given fifty
221

00:08:52,700 –> 00:08:54,059

thousand dollars by the War Department
222

00:08:54,259 –> 00:08:56,309

to figure out this flying machine money
223

00:08:56,509 –> 00:08:57,209

was no problem
224

00:08:57,409 –> 00:09:00,000

he held a seat at Harvard and worked at
225

00:09:00,200 –> 00:09:02,219

the Smithsonian and was extremely
226

00:09:02,419 –> 00:09:03,750

well-connected he knew all the big minds
227

00:09:03,950 –> 00:09:07,620

of the day he hired the best minds money
228

00:09:07,820 –> 00:09:09,809

could find and the market conditions
229

00:09:10,009 –> 00:09:11,578

were fantastic the New York Times
230

00:09:11,778 –> 00:09:13,620

followed him around everywhere and
231

00:09:13,820 –> 00:09:16,318

everyone was rooting for Langley and how
232

00:09:16,519 –> 00:09:17,969

come we’ve never heard of Samuel
233

00:09:18,169 –> 00:09:20,250

Pierpont Langley a few hundred miles
234

00:09:20,450 –> 00:09:23,519

away in Dayton Ohio Orville and Wilbur
235

00:09:23,720 –> 00:09:26,969

Wright they had none of what we consider
236

00:09:27,169 –> 00:09:28,919

to be the recipe for success they had no
237

00:09:29,120 –> 00:09:30,779

money they paid for their dream with the
238

00:09:30,980 –> 00:09:33,000

proceeds from their bicycle shop not a
239

00:09:33,200 –> 00:09:34,649

single person on the Wright brothers
240

00:09:34,850 –> 00:09:36,539

team had a college education
241

00:09:36,740 –> 00:09:39,149

not even Orville or Wilbur and the New
242

00:09:39,350 –> 00:09:41,779

York Times followed them around nowhere
243

00:09:41,980 –> 00:09:44,818

the difference was Orville and Wilbur
244

00:09:45,019 –> 00:09:47,309

were driven by a caused by a purpose by
245

00:09:47,509 –> 00:09:49,289

a belief they believed that if they
246

00:09:49,490 –> 00:09:51,289

could figure out this flying machine
247

00:09:51,490 –> 00:09:54,889

it’ll change the course of the world
248

00:09:55,089 –> 00:09:57,628

Samuel Pierpont Langley was different he
249

00:09:57,828 –> 00:09:59,248

wanted to be rich and he wanted to be
250

00:09:59,448 –> 00:09:59,639

famous
251

00:09:59,839 –> 00:10:02,099

he was in pursuit of the result he was
252

00:10:02,299 –> 00:10:04,709

in pursuit of the riches and lo and
253

00:10:04,909 –> 00:10:06,748

behold look what happened the people who
254

00:10:06,948 –> 00:10:09,508

believed in the Wright brothers dream
255

00:10:09,708 –> 00:10:11,068

worked with them with blood and sweat
256

00:10:11,269 –> 00:10:13,198

and tears the others just worked for the
257

00:10:13,399 –> 00:10:15,539

paycheck and they tell stories of how
258

00:10:15,740 –> 00:10:16,979

every time the Wright brothers went out
259

00:10:17,179 –> 00:10:18,659

they would have to take five sets of
260

00:10:18,860 –> 00:10:20,068

parts because that’s how many times they
261

00:10:20,269 –> 00:10:21,809

would crash before they came in for
262

00:10:22,009 –> 00:10:26,219

supper and eventually on December 17th
263

00:10:26,419 –> 00:10:29,620

1903 the Wright brothers took flight
264

00:10:29,820 –> 00:10:32,199

and no one was there to even experience
265

00:10:32,399 –> 00:10:33,639

it we found out about it a few days
266

00:10:33,840 –> 00:10:37,569

later and further proof that Langley was
267

00:10:37,769 –> 00:10:40,569

motivated by the wrong thing the day the
268

00:10:40,769 –> 00:10:43,929

Wright brothers took flight he quit he
269

00:10:44,129 –> 00:10:45,969

could have said that’s an amazing
270

00:10:46,169 –> 00:10:47,740

discovery guys and I will improve upon
271

00:10:47,940 –> 00:10:50,289

your technology but he didn’t he wasn’t
272

00:10:50,490 –> 00:10:52,179

first he didn’t get rich he didn’t get
273

00:10:52,379 –> 00:10:55,569

famous so he quit people don’t buy what
274

00:10:55,769 –> 00:10:57,370

you do they buy why you do it and if you
275

00:10:57,570 –> 00:10:59,439

talk about what you believe you will
276

00:10:59,639 –> 00:11:00,909

attract those who believe what you
277

00:11:01,110 –> 00:11:03,039

believe well why is it important to
278

00:11:03,240 –> 00:11:04,599

attract those who believe what you
279

00:11:04,799 –> 00:11:08,259

believe something called the law of
280

00:11:08,460 –> 00:11:10,329

diffusion of innovation and if you don’t
281

00:11:10,529 –> 00:11:11,409

know the law you definitely know the
282

00:11:11,610 –> 00:11:13,899

terminology the first two and a half
283

00:11:14,100 –> 00:11:15,659

percent of our population are our
284

00:11:15,860 –> 00:11:18,609

innovators the next thirteen and a half
285

00:11:18,809 –> 00:11:20,769

percent of our population are our early
286

00:11:20,970 –> 00:11:23,139

adopters the next thirty four percent
287

00:11:23,340 –> 00:11:24,879

are your early majority your late
288

00:11:25,080 –> 00:11:28,029

majority and your laggards the only
289

00:11:28,230 –> 00:11:29,769

reason these people by touch-tone phones
290

00:11:29,970 –> 00:11:31,149

is because you can’t buy rotary phones
291

00:11:31,350 –> 00:11:36,399

anymore we all sit at various places at
292

00:11:36,600 –> 00:11:38,019

various times on the scale but the law
293

00:11:38,220 –> 00:11:39,729

of diffusion of innovation tells us is
294

00:11:39,929 –> 00:11:42,969

that if you want mass-market success or
295

00:11:43,169 –> 00:11:45,669

mass-market acceptance of an idea you
296

00:11:45,870 –> 00:11:48,219

cannot have it until you achieve this
297

00:11:48,419 –> 00:11:50,889

tipping point between 15 and 18 percent
298

00:11:51,090 –> 00:11:53,409

market penetration and then the system
299

00:11:53,610 –> 00:11:56,769

tips and I love asking businesses what’s
300

00:11:56,970 –> 00:11:58,209

your conversion on new business and they
301

00:11:58,409 –> 00:11:59,379

love to tell you oh it’s about 10%
302

00:11:59,580 –> 00:12:01,689

proudly well you can trip over 10% of
303

00:12:01,889 –> 00:12:03,849

the customers we all have about 10% who
304

00:12:04,049 –> 00:12:05,289

just get it that’s how we describe them
305

00:12:05,490 –> 00:12:06,819

right that’s like that gut feeling oh
306

00:12:07,019 –> 00:12:08,079

they just get it the problem is how do
307

00:12:08,279 –> 00:12:09,609

you find the ones that just get it
308

00:12:09,809 –> 00:12:10,990

before you’re doing business with them
309

00:12:11,190 –> 00:12:12,809

versus the ones who don’t get it
310

00:12:13,009 –> 00:12:16,959

so it’s this here this little gap that
311

00:12:17,159 –> 00:12:18,849

you have to close as Jeffrey Moore calls
312

00:12:19,049 –> 00:12:21,459

it crossing the chasm because you see
313

00:12:21,659 –> 00:12:23,649

the early majority will not try
314

00:12:23,850 –> 00:12:26,799

something until someone else has tried
315

00:12:27,000 –> 00:12:30,219

it first and these guys the innovators
316

00:12:30,419 –> 00:12:31,359

in the early adopters they’re
317

00:12:31,559 –> 00:12:33,370

comfortable making those gut decisions
318

00:12:33,570 –> 00:12:34,839

they’re more comfortable making those
319

00:12:35,039 –> 00:12:37,209

intuitive decisions that are driven by
320

00:12:37,409 –> 00:12:39,689

what they believe about the world and
321

00:12:39,889 –> 00:12:42,709

not just what product is available
322

00:12:42,909 –> 00:12:44,689

the people who stood on line for six
323

00:12:44,889 –> 00:12:46,370

hours to buy an iPhone when they first
324

00:12:46,570 –> 00:12:47,719

came out when you could have just walked
325

00:12:47,919 –> 00:12:49,129

into the store the next week and bought
326

00:12:49,330 –> 00:12:50,750

one off the shelf these are the people
327

00:12:50,950 –> 00:12:54,169

who spent $40,000 on flat-screen TVs
328

00:12:54,370 –> 00:12:55,759

when they first came out even though the
329

00:12:55,960 –> 00:12:58,579

technology was substandard and by the
330

00:12:58,779 –> 00:12:59,990

way they didn’t do it because the
331

00:13:00,190 –> 00:13:02,569

technology was so great they did it for
332

00:13:02,769 –> 00:13:04,759

themselves it’s because they wanted to
333

00:13:04,960 –> 00:13:07,399

be first people don’t buy what you do
334

00:13:07,600 –> 00:13:09,169

they buy why you do it and what you do
335

00:13:09,370 –> 00:13:12,740

simply proves what you believe in fact
336

00:13:12,940 –> 00:13:14,059

people will do the things that prove
337

00:13:14,259 –> 00:13:17,000

what they believe the reason that person
338

00:13:17,200 –> 00:13:19,309

bought the iPhone on the first in the
339

00:13:19,509 –> 00:13:21,889

first six hours of stood in line for six
340

00:13:22,090 –> 00:13:24,620

hours was because of what they believed
341

00:13:24,820 –> 00:13:25,879

about the world and how they wanted
342

00:13:26,080 –> 00:13:27,979

everybody to see them they were first
343

00:13:28,179 –> 00:13:29,929

people don’t buy what you do they buy
344

00:13:30,129 –> 00:13:30,769

why you do it
345

00:13:30,970 –> 00:13:33,889

so let me give you a famous example a
346

00:13:34,090 –> 00:13:36,049

famous failure and a famous success of
347

00:13:36,250 –> 00:13:37,939

the law of diffusion of innovation first
348

00:13:38,139 –> 00:13:40,099

the famous failure it’s a commercial
349

00:13:40,299 –> 00:13:43,159

example as we said before a second ago
350

00:13:43,360 –> 00:13:45,139

the recipe for success is money and the
351

00:13:45,340 –> 00:13:46,129

right people in the right market
352

00:13:46,330 –> 00:13:47,419

conditions right you should have success
353

00:13:47,620 –> 00:13:51,139

then look at TiVo from the time TiVo
354

00:13:51,340 –> 00:13:52,429

came out about eight or nine years ago
355

00:13:52,629 –> 00:13:54,969

to this current day they are the single
356

00:13:55,169 –> 00:13:57,169

highest quality product on the market
357

00:13:57,370 –> 00:14:01,039

hands down there is no dispute they were
358

00:14:01,240 –> 00:14:03,139

extremely well-funded market conditions
359

00:14:03,340 –> 00:14:05,089

were fantastic I mean we use TiVo as a
360

00:14:05,289 –> 00:14:07,219

verb like TiVo stuff on my piece of junk
361

00:14:07,419 –> 00:14:12,409

Time Warner DVR all the time but t-bo’s
362

00:14:12,610 –> 00:14:15,079

commercial failure they’ve never made
363

00:14:15,279 –> 00:14:18,349

money and when they went IPO their stock
364

00:14:18,549 –> 00:14:20,089

was at about 30 or 40 dollars then
365

00:14:20,289 –> 00:14:21,559

plummeted and it’s never traded above
366

00:14:21,759 –> 00:14:23,659

ten in fact I don’t think it’s even
367

00:14:23,860 –> 00:14:25,669

traded above six except for a couple of
368

00:14:25,870 –> 00:14:28,129

little spikes because you see when TiVo
369

00:14:28,330 –> 00:14:29,990

launched their product they told us all
370

00:14:30,190 –> 00:14:32,719

what they had they said we have a
371

00:14:32,919 –> 00:14:36,049

product that pauses live TV skips
372

00:14:36,250 –> 00:14:38,750

commercials rewinds live TV and
373

00:14:38,950 –> 00:14:40,699

memorizes your viewing habits without
374

00:14:40,899 –> 00:14:44,569

you even asking and the cynical majority
375

00:14:44,769 –> 00:14:47,539

said we don’t believe you we don’t need
376

00:14:47,740 –> 00:14:49,250

it we don’t like it
377

00:14:49,450 –> 00:14:52,699

you’re scaring us what if they had said
378

00:14:52,899 –> 00:14:55,039

if you’re the kind of person
379

00:14:55,240 –> 00:14:57,909

who likes to have total control over
380

00:14:58,110 –> 00:15:01,998

every aspect of your life boy do we have
381

00:15:02,198 –> 00:15:04,639

a product for you it pauses live TV
382

00:15:04,839 –> 00:15:06,289

skips commercials memorizes your viewing
383

00:15:06,490 –> 00:15:10,008

habits etc etc people don’t buy what you
384

00:15:10,208 –> 00:15:11,508

do they buy why you do it and what you
385

00:15:11,708 –> 00:15:14,089

do simply serves as the proof of what
386

00:15:14,289 –> 00:15:16,418

you believe now let me give you a
387

00:15:16,619 –> 00:15:18,738

successful example of the law of
388

00:15:18,938 –> 00:15:21,918

diffusion of innovation in the summer of
389

00:15:22,119 –> 00:15:27,108

1963 250,000 people showed up on the
390

00:15:27,308 –> 00:15:28,938

mall in Washington to hear dr. King
391

00:15:29,139 –> 00:15:33,488

speak they sent out no invitations and
392

00:15:33,688 –> 00:15:36,279

there was no website to check the date
393

00:15:36,480 –> 00:15:40,818

how do you do that well dr. King wasn’t
394

00:15:41,019 –> 00:15:42,108

the only man in America
395

00:15:42,308 –> 00:15:44,238

who was the who’s a great orator he
396

00:15:44,438 –> 00:15:45,318

wasn’t the only man in America who
397

00:15:45,519 –> 00:15:46,578

suffered in a pre-civil Rights America
398

00:15:46,778 –> 00:15:50,328

in fact some of his ideas were bad but
399

00:15:50,528 –> 00:15:52,639

he had a gift he didn’t go around
400

00:15:52,839 –> 00:15:54,498

telling people what needed to change in
401

00:15:54,698 –> 00:15:56,209

America you know he went around and told
402

00:15:56,409 –> 00:15:58,548

people what he believed I believe I
403

00:15:58,749 –> 00:16:00,978

believe I believe he told people and
404

00:16:01,178 –> 00:16:03,318

people who believed what he believed
405

00:16:03,519 –> 00:16:05,358

took his cause and they made it their
406

00:16:05,558 –> 00:16:07,548

own and they told people and some of
407

00:16:07,749 –> 00:16:09,918

those people created structures to get
408

00:16:10,119 –> 00:16:12,318

the word out to even more people and lo
409

00:16:12,519 –> 00:16:16,039

and behold 250,000 people showed up on
410

00:16:16,240 –> 00:16:18,678

the right day on the right time to hear
411

00:16:18,879 –> 00:16:22,159

him speak how many of them showed up for
412

00:16:22,360 –> 00:16:23,948

him
413

00:16:24,149 –> 00:16:28,578

zero they showed up for themselves it’s
414

00:16:28,778 –> 00:16:31,008

what they believed about America that
415

00:16:31,208 –> 00:16:32,568

got them to travel on a bus for eight
416

00:16:32,769 –> 00:16:34,459

hours to stand in the Sun in Washington
417

00:16:34,659 –> 00:16:36,498

for in the middle of August it’s what
418

00:16:36,698 –> 00:16:38,298

they believed and it wasn’t about black
419

00:16:38,499 –> 00:16:40,698

versus white 25 percent of the audience
420

00:16:40,899 –> 00:16:44,029

was white dr. King believed that there
421

00:16:44,230 –> 00:16:45,558

were two types of laws in this world
422

00:16:45,759 –> 00:16:47,118

those that are made by a higher
423

00:16:47,318 –> 00:16:48,918

authority Authority and those that are
424

00:16:49,119 –> 00:16:51,318

made by man and not until all the laws
425

00:16:51,519 –> 00:16:53,928

that are made by man are consistent with
426

00:16:54,129 –> 00:16:55,248

the laws that are made by the higher
427

00:16:55,448 –> 00:16:57,008

authority will we live in a just world
428

00:16:57,208 –> 00:16:59,269

it just so happens that the civil rights
429

00:16:59,470 –> 00:17:01,668

movement was the perfect thing to help
430

00:17:01,869 –> 00:17:03,999

him bring his cause to life
431

00:17:04,199 –> 00:17:05,919

we followed him not for him but for
432

00:17:06,119 –> 00:17:08,289

ourselves and by the way he gave the I
433

00:17:08,490 –> 00:17:10,149

have a dream speech not the I have a
434

00:17:10,349 –> 00:17:16,419

planned speech listen to politicians now
435

00:17:16,619 –> 00:17:17,829

with the comprehensive 12-point plans
436

00:17:18,029 –> 00:17:20,559

they’re not inspiring anybody because
437

00:17:20,759 –> 00:17:21,909

there were leaders and there are those
438

00:17:22,109 –> 00:17:25,149

who lead leaders hold a position of
439

00:17:25,349 –> 00:17:28,559

power or authority but those who lead
440

00:17:28,759 –> 00:17:32,919

inspire us with other individuals or
441

00:17:33,119 –> 00:17:35,379

organizations we follow those who lead
442

00:17:35,579 –> 00:17:38,289

not because we have to but because we
443

00:17:38,490 –> 00:17:41,529

want to we follow those who lead not for
444

00:17:41,730 –> 00:17:46,180

them but for ourselves and it’s those
445

00:17:46,380 –> 00:17:49,149

who start with Y that have the ability
446

00:17:49,349 –> 00:17:53,289

to inspire those around them or find
447

00:17:53,490 –> 00:17:56,680

others who inspire them thank you very
448

00:17:56,880 –> 00:18:01,880

much