By
Viewed
6,576,069
Please choose the correct answer for each question below:
Questions: 0/1363
Correct: 0
Translate:
some people see the thing that they want
and some people see the thing that
prevents them from getting the thing
that they want it's as if an entire
generation is standing at the foot of a
mountain they know exactly what they
want they can see the summit what they
can't see is the mountain people put
Harley-Davidson logos on their body to
say something about who they are
corporate logo ain't no Proctor and
gambles tattooed on anybody's arm
passion is the feeling you have that um
you would probably do this for free you
know and you can't believe somebody pays
you to do it he's an author speaker and
consultant who writes on leadership and
management he joined the Rand
Corporation in 2010 where he advises on
Military Innovation and planning he's
known for popularizing the concepts of
the Golden Circle and to start with why
he's Simon cynic and here's my take on
his top 10 rules for Success rule number
six is my personal favorite and make
sure to stick around all way to the end
for some special bonus clips and as
always if Simon Says something that
really really resonates with you please
leave it down in the comments below and
put quotes around it so other people can
be inspired as
well let me tell you a story so we're
friend of mine and I we went for a run
in Central Park the road runners
organization uh on the weekends they
host races and it's very common at the
end of the race they'll have a sponsor
who will give away something apples or
Bagels or something and on this
particular day when we got to the end of
the run there were some free bagels and
they had picnic table set up and on one
side was a group of volunteers on the
table were boxes of bagels and on the
other side was a long line of Runners
waiting to get their free
Bagel so I said to my friend let's let's
get a bagel and he looked at me and said
ah the line's too long and I said free
bagel and he said I don't want to wait
in line and I was like free
bagel and he says Nah let's it's too
long and that's when I realized that
there's two ways to see the world some
people see the thing that they want and
some people see the thing that prevents
them from getting the thing that they
want I could only see the bagels he
could only see the
line and so I walked up to the line
I leaned in between two people put my
hand in the box and pulled out two
bagels and no one got mad at me because
the rule is you can go after whatever
you want you just cannot deny anyone
else to go after whatever they want now
I had to sacrifice choice I didn't get
to choose which bagel I got I got
whatever I pulled out but I didn't have
to wait in line so the point is is you
don't have to wait in line you don't
have to do it the way everybody else has
done it you can do it your way you can
break the rules you just can't get in
the way of somebody else getting what
they want that's rule number one
performing Under Pressure whether it's
me or anybody else is the same you know
I have the same pressures as anyone else
there's time there's performance there's
Financial I mean there you know there's
deadlines my pressures are not unique um
the situations may be different or you
know but but everybody has the same
kinds of pressures um but what I found
or what I find fascinating is the
interpretation of the stimuli if if let
me let me explain so I was watching the
Olympics this last summer olympics and I
was amazed at how bad the questions were
that the reporters would ask all the
athletes and almost always they ask the
same question whether they were about to
uh compete or after they competed were
you nervous right and to a te all the
athletes went no right and what I
realized is it's not that they're not
nervous it's their interpretation of
what's happening in their bodies I mean
what what happens when you're nervous
right your heart rate starts to go
you're you know you sort of get a little
tense you get a little sweaty right you
you have expectation of what's coming
and we interpreted that as I'm nervous
now what's the interpretation of excited
your heart rate starts to go you become
you're anticipating what's coming right
you get a little sort of like tense it's
all the same thing it's the same stimuli
except these athletes these these
Olympic quality athletes have learned to
inter interpret the stimuli that the
rest of us would say as nervous as
excited they all say the same thing no
I'm not nervous I'm excited and so I've
actually practiced it just to tell
myself when I start to get nervous that
this is excitement yeah you know and so
where when you I used to speak in front
of a large audience and somebody' say
how do you feel I say a little nervous
now when somebody says how do you feel
I'm like pretty excited actually and it
it came from just sort of telling myself
no no no this is excitement
and it becomes a little bit automatic
later on um but it's kind of a
remarkable thing to deal with pressure
by interpreting what your body is
experiencing as excitement rather than
nerves um and it's really kind of
effective it makes you want to rush
forwards rather than pull back and yet
it's the same experience I talk to so
many smart fantastic ambitious
idealistic hardworking kids and they're
right out of college they're in their
entry-level jobs and I'll ask them how's
it going and they'll say I think I'm
going to quit and I'm like why they say
to me I'm not making an impact I'm like
you know you've been here 8 months
right they treat the sense of
fulfillment or even love like it's a
scavenger hunt like it's something you
look for my Millennial friends they've
gone through so many jobs they're either
getting fired I mean it was
Mutual or they're quitting because
they're not making an impact or they're
not finding the thing they're looking
for they're not feeling fulfilled as if
it's a scavenger hunt love a job you
find Joy from is not something you
discover it's not like I Found Love here
it is I found a job I love that's not
how it works both of those things
require hard work you are in love
because you work very hard every single
day of your life to stay in love you
find a job that brings you ultimate Joy
because you work hard every single day
to serve those around you and you
maintain that Joy it's not a discovery
but the problem is this sense of
impatience it's as if an entire
generation is standing at the foot of a
mountain they know exactly what they
want they can see the summit what they
can't see is the mountain this large
immovable object that doesn't mean you
have to do your time that's not what I'm
talking about take a helicopter climb I
don't care but there's still a mountain
life career fulfillment relationship
ship are
journeys the problem is this entire
generation has an institutionalized
sense of impatience and do they have the
patience to go on the journey to
maintain love to feel fulfilled or do
they just quit and on to the next dump
and on to the next ghost and onto the
next in the 18th
century there was something that spread
across Europe and eventually made its
way to America called Perle
fever also known as the Black Death of
childbed basically what was happening is
women were giving birth and they would
die within 48 hours after giving birth
this black death of childbirth was the
ravage of Europe and it got worse and
worse and worse over the course of over
a century in some
hospitals it was as high as 70% of women
who gave birth who would die as a result
of giving birth but this was the
Renaissance this was the time of
empirical data and Science and we had
thrown away things like tradition and
mysticism these were men of science
these were doctors and these doctors and
Men of science wanted to study and try
and find the reason for this black death
of childbed and so they got to work
studying and they would study the
corpses uh of the of the women who had
died and in the morning they would
conduct autopsies and then in the
afternoon they would go and deliver
babies and finish their rounds and it
wasn't until somewhere in the mid 1800s
that Dr Oliver Wendell Holmes father of
Supreme Court Justice Oliver Wendell
Holmes realized that all of these
doctors who are conducting autopsies in
the morning weren't washing their hands
before they delivered babies in the
afternoon and he pointed it out and said
guys you're IGN the
problem and they ignored him and called
him crazy for 30
years until finally somebody realized
that if they simply washed their hands
it would go away and that's exactly what
happened when they started sterilizing
their instruments and washing their
hands the black death of child bed
disappeared my point is the lesson here
is sometimes you're the problem
we've seen this happen all too recently
with our new men of Science and
empirical uh studiers and these men of
Finance who are smarter than the rest of
us until the thing
collapsed and they blamed everything
else except themselves and my point is
is take accountability for your actions
you can take all the credit in the world
for the things that you do right as long
as you also take responsibility for the
things you do wrong it must be a
balanced equation you don't get it one
way and not the other you get to take
credit when you also take accountability
I spoke at an education Summit for
Microsoft I also spoke at an education
Summit for Apple at the education for
mic at the education Summit for
Microsoft I would say that 70% of the
executives spent about 70% of their
presentations talking about how to beat
Apple
at the Apple education Summit 100% of
the executives spent 100% of their
presentations talking about how to help
teachers teach and how to help students
learn one is playing this way and one is
playing that
way one is playing finite and the other
one is playing infinite guess which one
gets
frustrated so at the end of my talk at
Microsoft they gave me a gift they gave
me the new Zoom when it was a
thing and let me tell you this thing was
spectacular it was the most elegant
piece of technology I'd ever used the
user interface was incredible the design
was spectacular I absolutely loved it it
was easy to use and it was bright and
gorgeous and Fant it didn't work on
iTunes which is a different problem so I
couldn't use it but but it was
amazing and elegant I got it was elegant
so I'm sitting in the back of a taxi
with a very senior Apple executive sort
of employee number 12 kind of guy and
you know I like to stir pots so I turned
him I said you
know Microsoft gave me their new
zoom and it is so much better than your
iPod
touch and he turned to me and he said I
have no doubt Conversation Over
because the infinite player understands
sometimes you're ahead and sometimes
you're behind sometimes your product is
better and sometimes it's worse the goal
isn't to be the best every day the goal
isn't to out to outdo your competition
every day that's a finite construction
if I had said to Microsoft I've got the
new iPod touch and it's so much better
than your Zoom they would have said can
we see it what does it do react react
react react finite players play to be to
beat the people around them
infinite players play to be better than
themselves to wake up every single day
and say how can we make our company a
better version of itself today than it
was yesterday how can we create a
product this week that's better than the
product we created last week we also
have to play the infinite game it's not
about being ranked number one it's not
about having more followers on Twitter
than your friends it's not about
outdoing anyone it's about how to outdo
yourself it's not about selling more
books or getting more Ted views than
somebody else it's about how to make
sure that the work that you're producing
is better than the work you produced
before you are your competition and that
is what ensures you stay in the game the
longest and that is what ensures you
find
Joy because the joy comes not from
comparison but from advancement when are
you at your best I'm at my best when I'm
around people who believe what I believe
I know it seems silly but um I try very
very hard to sort of Stack the deck you
know to put myself in a position of
strength um so for example you know
somebody asked me just yesterday have
you ever had sort of a bad you know
engagement I was thinking to myself I'm
like not really but it's not because I'm
some sort of sort of Genius or anything
anything like that it's because I stack
the deck it's because I want to be there
I want to be around people who want me
there in other words if I'm somebody's
10th choice and like you know I'll
probably turn it down
um whereas if I'm their first choice
they really want me there and so I'm I'm
more likely to have a good engagement
they're supportive of me I'm supportive
of them and so um yeah I'm at my best
when I when I stack the deck when I
choose to be in an environment where
where my strengths are are there Nelson
bandela is a particularly special case
study in the leadership world because he
is universally regarded as a great
leader you can take other personalities
and depending on the nation you go to we
have different opinions about other
personalities but Nelson Mandela across
the world is universally regarded as a
great leader he was actually the son of
a tribal Chief and he was asked one
day how did you learn to be a great
leader and he responded that he would go
with his father to tribal meetings and
he remembers two things when his father
would meet with other Elders one they
would always sit in a circle Circle and
two his father was always the last to
speak you will be told your whole life
that you need to learn to listen I would
say that you need to learn to be the
last to speak I see it in boardrooms
every day of the week even people who
consider themselves good leaders who may
actually be decent leaders will walk
into a room and say here's the problem
here's what I think but I'm interested
in your opinion let's go around the room
it's too late the skill to hold your
opinions to self until everyone has
spoken does two things one it gives
everybody else the feeling that they
have been heard it give gives everyone
else the ability to feel that they have
contributed and two you get the benefit
of hearing what everybody else has to
think before you render your opinion the
skill is really to keep your opinions to
yourself if you agree with somebody
don't nod yes if you disagree with
somebody don't nod no simply sit there
take it all in and the only thing you're
allowed to do is ask questions so that
you can understand what they mean and
why they have the opinion that they have
you must understand from where they are
speaking why they have the opinion they
have not just what they are saying and
at the end you will get your
turn it sounds easy it's not practice
being the last to speak that's what
Nelson Mandela did every decision we
make in our lives as individuals or as
organizations is a piece of
communication it's our way of saying
something about who we are and what we
believe this is why authenticity matters
this is why you have to say and do the
things you actually believe because the
things you say and do are symbols of who
you are and we look for those symbols so
we can find people who believe what we
believe our very survival depends on it
so if you're putting out false symbols
you will attract people to those symbols
but you won't be able to form trust with
them this is what Tiger Woods did to us
he lied he lied he told us what he
thought we wanted to hear and it was
great and we were drawn to it and all of
us who kind of like that idea of the
sort of the good guy were drawn to it
until we found out it was a lie he could
have been the bad boy of Gulf he could
have had all the same endorsements and
had a fantastic career and still been
hailed as one of the great athletes of
our day but he didn't he chose to lie
good luck forming trust again tiger we
don't believe you we don't trust you the
goal of putting something out there if
you say what you believe and you do what
you believe you will attract people who
believe what you believe if you go to
one of your friends and you say to one
of your friends how would you like me to
dress so that you'll like me better how
do you want me to address you how do you
want me to speak
so that you'll like me
more right your friends are going to
look at you be like what are you talking
about come on come on come on what
should I wear so that you'll find me
more appealing and how would you like me
to speak to you so that you'll like me
more and your friends are going to tell
you just be yourself that's why I like
you I don't just be yourself now think
about what we do in Industry what do we
do we do market research and we go out
and we ask the customers what kind of
things the way we what style should we
speak to you how should we decorate
ourselves what kind of things are you
drawn to so that we can do those things
so you'll like us more it's just as
ridiculous it's just as ridiculous
organizations should say and do the
things they actually believe and they
will attract people who believe what
they believe or they can choose to lie
and at the slightest hint that they
might be lying cynicism sets in and
people start saying I'm not sure I can
trust these guys because there's not a
lot of consistency in all the things
they say and do which means they can't
have a very strong belief set or they're
lying to me and we call them inauthentic
the entire process of asking other
people who we should be is inauthentic
that's hilarious to me all these
positioning studies we do are inherently
we're going to do a study to find out
from people so we can be more authentic
that's
hilarious say and do what you actually
believe and the symbols you put out
there the things you say and the things
you do those red hats are ways that
people can find you what you have the
ability to do as designers is create
those symbols and allow people to use
those things to say something about who
they are work for companies work for
clients work for people who you believe
what they
believe show up and feel a part of
something bigger than yourself and your
part is to put what they believe into
pictures and words and symbols and
Graphics so that other people can use
those things to say something about who
they are
people put Harley-Davidson logos on
their body to say something about who
they are corporate logo ain't no Proctor
and gambles tattooed on anybody's
arm because Harley mean something they
stand for something people put that
tattoo on there not to tell you that
they own a motorcycle they put that
tattoo there to tell you something about
themselves you ever see anybody with a
with a Mac laptop put a sticker over
that beautiful shining Apple ain't never
going to
happen then how will you know who I am
do you ever see anybody with a PC break
out the Windex to clean out their
computer Mac
people have you ever seen a dirty Mac
doesn't exist does not exist why because
it's who I am these are symbols we use
the companies that are crystal clear in
what they believe and they're
disciplined in how they do it and
they're consistent in what they do and
everything they say and everything they
do serves as a symbol of the set of
values and beliefs we use those symbols
to say something about Who We Are are we
surround oursel with the people and the
products and the brands that say
something about who we
are and when we can find the people who
believe what we believe we're weirdly
drawn to them because our very survival
depends on it we need it and so the more
you can give of yourself the more you
can give of what you believe the more
you can discipline with discipline say
and and do the things you actually
believe strange sh start to happen what
are your thoughts and what's your
approach on finding and and building
upon passions passion is not an
actionable word it's correct you know
that those who do the things that
they're passionate about do better but
it's not helpful advice um and so the
question is where does passion come from
Um passion is a result passion is an
energy Um passion is the feeling you
have when you're engaged in something
that you love passion is the feeling you
have that um you would probably do this
for free you know and you can't believe
somebody pays you to do it you know um
and I think we mistake that passion is
something we do in our private lives but
it shouldn't be done you know in our
careers for example and I'm a firm
believer that you are who you are and
anybody who says I'm Different at home
than I am at work in one of those two
places you're lying and the goal is to
make everything you do in home and at
work something that you have excitement
to do so how do you find the things that
you're excited to do well it's actually
easier than you think what are the
things that you love to do what are the
things that you would do for free you
know how can you recreate that feeling
and and be paid for it so what are the
things that I do on the weekend right I
love um I'm very involved in the art
world I love to go to museums and
galleries but I love to go see dance and
performances because I want to see how
others are are interpreting the world so
that inspires me new ideas new thoughts
new ways of looking at the world are are
things that interest me privately and I
seek it out and pay money for it right
so does that mean I have to have a
career in the art
no it means I have to have a career
where new ideas are explored where
people are experimenting and trying
things out and I have to explore new
ideas and try things out and I'm just as
excited to go to work every day as I am
to you know go do something on a
Saturday night um and so the idea of
finding your passion is ironically
simple because you should be doing stuff
that you
enjoy sometimes what is the stuff that
you enjoy and then what is the stuff
that you love who are the people that
you love and what are what do they all
have in common how do you explain when
things don't go as we assume or better
how do you explain when others are able
to achieve things that seem to defy all
of the assumptions for example why is
Apple so Innovative year after year
after year after year they're more
Innovative than all their competition
and yet they're just a computer company
they're just like everyone else they
have the same access to the same Talent
the same agencies the same Consultants
the same media then why is it that they
seem to have something
different why is it that Martin Luther
King led the Civil Rights Movement he
wasn't the only man who suffered in a
preil rights America and he certainly
wasn't the only great orator of the day
why him and why is it that the wri
brothers were able to figure out
controll powered man flight when there
were certainly other teams who were
better qualified better
funded and they didn't achieve powered
man flight the right Brothers beat them
to it there's something else at play
here about 3 and 1/2 years ago I made a
discovery and this discovery profoundly
changed my view on how I thought the
world worked and it even profoundly
changed the way in which I operate in
[Music]
it as it turns out there's a pattern as
it turns out all the great and inspiring
leaders and organizations in the world
whether it's apple or Martin Luther King
or the R Brothers they all think act and
communicate the exact same way and it's
the complete opposite to everyone else
all I did was codify it and it's
probably the world's simplest idea I
call it the Golden
[Music]
Circle why how what this little idea
explains why some organizations and some
leaders are able to inspire where others
aren't let me Define the terms really
quickly every single person every single
organization on the planet knows what
they do
100% some know how they do it whether
you call it your differentiating value
proposition or your proprietary process
or your USP but very very few people or
organizations know why they do what they
do and by why I don't mean to make a
profit that's a result it's always a
result by why I mean what's your purpose
what's your cause what's your belief why
does your organization
exist why do you get out of bed in the
morning and why should anyone care well
as a result the way we think the way we
act the way we communicate is from the
outside in it's obvious we go from the
clearest thing to the fuzziest thing but
the inspired leaders and the inspir or
inspired organizations regardless of
their size regardless of their industry
all think act and communicate from the
inside out
let me give you an example I use apple
because they're easy to understand and
everybody gets it if Apple were like
everyone else a marketing message from
them might sound like this we make great
computers they're beautifully designed
simple to use and user friendly want to
buy
one me and that's how most of us
communicate that's how most marketing is
done that's how most sales is done and
that's how most of us communicate
interpersonally we say what we do we say
how we're different or how we better and
we expect some sort of behavior a
purchase a vote something like that
here's our new law firm uh we have the
best lawyers with the biggest clients we
have you know we always perform for our
clients do business with us here's our
new car it gets great gas mileage it has
you know leather seats by our car but
it's uninspiring here's how Apple
actually
communicates everything we do we believe
in challenging the status quo we believe
in thinking differently
the way we challenge the status quo is
by making our products beautifully
designed simple to use and user friendly
we just happen to make great computers
want to buy
one totally different right you're ready
to buy a computer from me all I did was
reverse the order of the information
what it proves to us is that people
don't buy what you do people buy why you
do it people don't buy what you do they
buy why you do it this explains why
every single person in this room is
perfectly comfortable buying a computer
from Apple but we're also perfectly
comfortable buying an MP3 player from
Apple or a phone from Apple or a DVR
from Apple but as I said before Apple's
just a computer company there's nothing
that distinguishes them structurally
from any of their competitors their
competitors are all equally qualified to
make all of these products in fact they
tried a few years ago Gateway came out
with flat screen TVs they're eminently
qualified to make flat screen TVs
they've been making flat screen monitors
for years nobody bought one
[Music]
and
Dell Dell came out with MP3 players and
pdas and they make great quality
products and they can make perfectly
well-designed products and nobody bought
one in fact talking about it now we
can't even imagine buying an MP3 player
from Dell why would you buy an MP3
player from a computer company but we do
it every day people don't buy what you
do they buy why you do it the goal is
not to do business with anybody with
everybody who needs what you have the
goal goal is to do business with people
who believe what you
believe here's the best part none of
what I'm telling you is my opinion it's
all grounded in the tenants of biology
not psychology biology 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 into
three major components that correlate
perfectly with the Golden Circle our
newest brain our Homo Sapien brain our
neocortex corresponds with the what
level
the neocortex is responsible for all of
our rational and analytical thought and
language the middle two sections make up
our limic brains and our lyic brains are
responsible for all of our feelings like
trust and loyalty it's also responsible
for all human behavior all
decision-making and it has no capacity
for language in other words when we
communicate from the outside in yes
people can understand vast amounts of
complicated information like features
and benefits and facts and figures it
just doesn't drive behavior when we
communicate from the inside out we're
talking directly to the part of the
brain that controls behavior and then we
allow people to rationalize it with the
tangible things we say and do this is
where gut decisions come from you know
sometimes you can give somebody all the
facts and your figures and they say I
know what all the facts and details say
but it just doesn't feel right why would
we use that verb it doesn't feel right
because the part of the brain that
controls decision-making doesn't control
language 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 or you're
leading with your soul well I hate to
break it to you those aren't other body
parts controlling your behavior it's all
Happening Here in your limic brain the
part of the brain that controls
decision-making and not language but if
you don't know why you do what you do
and people respond to why you do what
you do then how will anybody how will
you ever get people to to to to vote for
you or buy something from you or more
importantly be loyal and want to be a
part of what it is what that you do
again the goal is not just is to sell
people who need what you have the goal
is to sell to people who believe what
you believe the goal is not just to hire
people who need a job it's to hire
people who believe what you believe I
always say that you know there's uh if
you if you if you um 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 they work
for you with blood and sweat and tears
and nowhere nowhere else is there a
better example of this than with the R
Brothers most people don't know about
Samuel Pont Langley and back in the
early 20th century the pursuit of
powered man flight was like the.com of
the day everybody was trying it and
Samuel Pont Langley had what we assume
to be the recipe for success I mean even
now you ask people why did your product
or why did your company fail and people
always give you the per same permutation
of the same three things under
capitalized the wrong people bad market
conditions always the same three things
so let's explore that Samuel Pont
Langley was given $50,000 by the war
department to figure out this flying
machine money was no problem he held a
seat at Harvard and worked at the
Smithsonian and was extremely well
connected he knew all the big mines of
the day he hired the best mines money
could find and the market conditions
were fantastic the New York Times
followed him around everywhere and
everyone was rooting for Langley and how
come we've never heard of Samuel Pi Pont
Langley a few hundred miles away in
Dayton
Ohio oral and Wilbur Wright they had
none of what we consider to be the
recipe for Success they had no money
they paid for their dream with the
proceeds from their bicycle shop not a
single person on the rright brothers
team had a college education not even
Orville or Wilbur and the New York Times
followed them around
nowhere the difference was Orville and
Wilbur were driven by a a cause by a
Purpose By A belief they believe that if
they could figure out this flying
machine it'll change the course of the
world Samuel Pont Langley was different
he wanted to be rich and he wanted to be
famous he was in pursuit of the result
he was in pursuit of the riches and lo
and behold look what happened the people
who
believed in the right brother's dream
worked with them with with blood and
sweat and tears the others just worked
for the paycheck and they tell stories
of how every time the right Brothers
went out they would have to take five
sets of Parts because that's how many
times they would crash before they came
in for
supper and eventually on December 17th
1903 the R Brothers took flight and no
one was there to even experience it we
found out about it a few days
later and further proof that Langley was
motivated by the wrong thing the day the
right Brothers took flight he quit he
could have said that's an amazing
Discovery guys now will improve upon
your technology but he didn't he wasn't
first he didn't get rich he didn't get
famous so he quit people don't buy what
you do they buy why you do it and if you
talk about what you believe you will
attract those who believe what you
believe well why is it important to
attract those who believe what you
believe something called the law of
diffusion of innovation and if you don't
know the law you definitely know the
terminology the first 2 and a half% of
our population are our innovators the
next 13 and a half% of our population
are our early
adopters the next 34% are your early
majority your late majority and your
laggards the only reason these people
buy touchtone phones is because you
can't buy rotary phones
anymore we all sit at various places at
various times on the scale but what the
law of diffusion of innovation tells us
is that if you want Mass Market success
or mass Market acceptance of an idea you
can not have it until you achieve this
Tipping Point between 15 and 18% Market
penetration and then the system tips and
I love asking businesses what's your
conversion on new business and they love
to tell you oh it's about 10% proudly
well you can trip over 10% of the
customers we all have about 10% who just
get it that's how we describe them right
that's like that gut feeling oh they
just get it the problem is how do you
find the ones that just get it before
you're doing business with them versus
the ones who don't get it so it's this
here this little Gap that you have to
close as Jeffrey Moore CLS it crossing
the chasm because you see the early
majority will not try something until
someone else has tried it first and
these guys the innovators and the early
adopters they're comfortable making
those gut decisions they're more
comfortable making those intuitive
decisions that are driven by what they
believe about the
world and not just what product is
available these are the people who stood
online for 6 hours to buy an iPhone pH
when they first came out when you could
have just walked into the store the next
week and bought one off the shelf these
are the people who spent $40,000 on flat
screen TVs when they first came out even
though the technology was
substandard and by the way they didn't
do it because the technology was so
great they did it for themselves it's
because they wanted to be first people
don't buy what you do they buy why you
do it and what you do simply proves what
you
believe in fact people will do the
things that prove what they believe the
reason that person bought the iPhone on
the first in the first 6 hours or stood
in in line for 6 hours was because what
they believed about the world and how
they wanted everybody to see them they
were first people don't buy what you do
they by why you do it so let me give you
a famous example a famous failure and a
famous success of the law of diffusion
of innovation first the famous failure
it's a commercial example as we said
before a second ago the recipe for
success is money and the right people
and the right marking conditions right
you should have success then look at too
from the time too came out about eight
or n years ago to this current day they
are the single highest quality product
on the market hands down there is no
dispute they are extremely well funded
market conditions were fantastic I mean
we use too as a verb I too stuff on my
piece of junk time or a DVR all the
[Music]
time but too's a commercial failure
they've never made money
and when they went IPO their stock was
at about $30 or $40 and then plummeted
and it's never traded above 10 in fact I
don't think it's even traded above six
except for a couple of little spikes
because you see when too launched their
product they told us all what they had
they said we have a product that pauses
live TV skips commercials rewinds live
TV and memorizes your viewing habits
without you even
asking and the cynical majority said we
don't believe you we don't need it we
don't like it you're scaring
us what if they had said if you're the
kind of person who likes to have total
control over every aspect of your life
boy do we have a product for you it
pauses live TV skips commercials
memorizes your viewing habits etc
etc people don't by what you do they by
why you do it and what you do simply
serves as the proof of what you believe
now let me give you a successful example
of the law of diffusion of
innovation in the summer of
1963 250,000 people showed up on the
mall in Washington to hear Dr King
speak they sent out no
invitations and there was no website to
check the date how do you do that well
Dr King wasn't the only man in America
who was the who was a great orator he
wasn't the only man in America who
suffered in a preil rights America in
fact some of his ideas were bad but he
had a gift he didn't go around telling
people what needed to change in America
he he went around and told people what
he believed I believe I believe I
believe he told people and people who
believed what he believed took his cause
and they made it their own and they told
people and some of those people uh
created structures to get the word out
to even more people and lo and behold
250,000 people showed up on the right
day on the right time to hear him speak
how many of them showed up for
[Music]
him
zero they showed up for themselves it's
what they believed about America that
got them to travel on a bus for 8 hours
to stand in the sun in Washington for in
the middle of August it's what they
believed and it wasn't about black
versus white 25% of the audience was
white Dr King believed that there were
two types of laws in this world those
that are made by a higher authority
authority and those that are made by man
and not until all the laws that are made
by man are consistent with the laws that
are made by the higher authority will we
live in a just World it just so happens
that the Civil Rights Movement was the
perfect thing to help him bring his
cause to life we followed not him not
for him but for ourselves and by the way
he gave the I Have a Dream speech not
the I have a planed
speech listen to politicians now with
their comprehensive 12-point plans
they're not inspiring
anybody because there are leaders and
there are those who lead leaders hold a
position of power or authority but those
who lead Inspire
us whether they're individuals or
organizations we follow those who lead
not because we have to but because we
want to we follow those who lead not for
them but for ourselves
and it's those who start with why that
have the
ability to inspire those around them or
find others who Inspire them thank you
very
much thank you guys so much for watching
I made this video because Lex Vander
heric asked me to so if there's a famous
entrepreneur that you would like me to
profile next please leave it down in the
comments below and I'll see what I can
do I also love to know which clip
resonated the most with you today what
did Simon say that had the biggest
impact what change you're going to make
to your life your business after
watching this video please leave it down
in the comments below and I'm going to
join in the discussion thank you so much
for watching I believe in you I hope you
continue to believe in yourself and
whatever your one word is much love I'll
see you
soon decision making um is a process
right the question is what filters are
you using to make make decisions are you
making decisions based on the financial
rewards are you making decisions based
on how easy the work will be I mean I
remember in college you know they would
give you this book where they all the
students would rate the classes and they
would rate things like how easy the
class was and how you know how much you
they like the professor and you know the
first year I picked all my classes based
on workload and I picked everything a
low workload you know and pretty bored
uh didn't work very hard which was fine
but um nothing was Dynamic and nothing
really excited me and I thank goodness
learned that and so the second year I
picked all my classes by Professor
rating regardless of the workload so
every class I had I had these Dynamic
amazing incredible human beings passing
on their knowledge and you were excited
to work hard for them you know um and so
again what the question is what are the
filters we're using and so if you're
only chasing the Mighty Dollar then you
will have jobs that'll pay you a little
more than the last but are you enjoying
yourself and I talked to a guy recently
who was in a he's in bad shape like he
he really hates his life and he's really
depressed he doesn't know what to do and
so we were going through all his old
jobs you know and I said give me a job
that you've loved and he hadn't every
single job he's chosen out of college he
picked because of the the money and if
something offered him more somewhere
else he took it you know regardless and
and and and the amazing thing is he
plateaued because if if you're only
chasing the result if you're only
chasing the thing that makes it easy
right um then eventually you will get
bored or they'll get bored of you right
um and you plateau in other words
chasing the almighty dollar if that's
your only thing it eventually flattens
out whereas if you're chasing the thing
that excites you the human beings to be
around the work that excites you the
stuff that you know you know you you can
get passionate about you know the the
irony is is you'll actually make way way
more right um because you're excited and
they appreciate your excitement and they
reward your excitement and you're better
at your work because you want to work
harder and all of that stuff you don't
have to strain to work harder um so
decision- making is simply a matter of
filters you know and so I've made
decisions in my life that I would rather
be happy than right I'd rather do good
than uh uh than get rich and and so the
decisions I make um put me in positions
where when I leave any engagement when I
leave any meeting I feel that I've
contributed right um rare are the times
anymore where you walk away going just
think of the money just think of the
money think of the money you know um I I
cuz it doesn't feel nice and and the
experience I have I don't enjoy
traveling to them and I don't enjoy
traveling home where if I have an
amazing experience I am looking forward
to getting there and I'm excited when I
leave yeah you know so it's just
decision decision- making is just a
matter of what filters you use and if
you're if you're good about keeping
those filters up and clear then then
make your decisions I don't judge
anybody by how uh if they choose to use
different filters um these are just the
the filters I choose to live my life you
know not right or wrong just those those
are my decisions you know that's my
filter how can you
help the human race how can you help the
human race the human species
progress I'm not joking either this is
something I think we all have to be
aware of at the end of the day the human
animal is a social animal and our very
survival depends on our ability to form
communities to form cultures what's a
community what's a culture it's a group
of people with a common set of values
and beliefs right what's a country it's
a group of people with a common set of
value and beliefs what's a company it
should be a group of people with a
common set of values and beliefs when
we're surrounded by people who believe
what we believe something remarkable
happens trust emerges and make no
mistake of it trust is a feeling a
distinctly human feeling you know we we
all have friends who are total scrips
and yet we still trust them right trust
is not a checklist simply doing
everything you say you're going to do
does not does not mean people will
inherently trust you it just means
you're reliable
we need trust right we need trust when
we're surrounded by people who believe
what we believe and trust starts to
emerge when we trust them and they trust
us we're more willing to take risks
we're more willing to experiment which
requires failure we're more willing to
explore and go somewhere that no one has
ever gone before with the confidence
that if we fail if we trip over if we
turn our backs that those within our
community those who we trust and who
trust us will look after us while while
we're gone will pick us up when we fall
over we help us when we're hurt our very
survival depends on it we're not good at
everything we're not good by ourselves
you know if I send you out to go fight a
saber-tooth tiger by yourself odds are
Tiger 1 U zero it's not going to go very
well but if you go out as a group we're
pretty damn amazing and the reason is is
because we all have our certain
strengths and we all have our certain
weaknesses and the goal is not to fix
your weakness
the goal is to amplify your strengths
and surround yourself with the people
who can do what you can't do but it's
not just based on skills and and
application and experience it's based on
what you believe it's based on what you
believe you see simply being good at
something and having somebody else being
good at what you're no good at does not
mean you will trust each other trust the
sense of trust comes from the sense of
common values and common beliefs I can
prove it how many of you are from New
York
okay bunch of you are you friends with
everybody in New
York why not why not but when you go to
Los Angeles and you meet someone from
New York you're like hey I'm from New
York and your best
friends right and when you go to France
you there you are in the Paris Metro
minding your own business and you hear
an American ACC behind you and you turn
around you say hey where you from they
say Los Angeles you're like hey I'm from
New York and your best
friends because when you're surrounded
by people who don't believe what you
believe when you're in a strange
environment where you don't feel
comfortable you look for anyone who may
share some of the same values and
beliefs that you have and you start to
form a very real and very intense bond
with them simply because you know that
they have a basic understanding of how
you grew up of the things that you care
about of the life that you live back
home well the same is true when we go to
work do we want to go to work with
people who understand us who believe
what we believe who have a similar view
of the world it has nothing to do with
their opinions and the differences that
we share that's good that's called
diversity that's called advantage to
problem solving which is we can all look
at the same thing from a different angle
and come up with Solutions what I'm
talking about is why should you help
each other in the first place what are
you in pursuit of now the question is is
what creates that sense of values and
beliefs what creates that sense of trust
right our very human instinct we know
how to find people who believe what we
believe our our our our survival depends
on it we're we're biologically gifted
with this idea if I ask you to go out in
the street and find all the people who
believe what you believe you know
exactly what to do you're going to
strike up conversations you're going to
start talking to people and E either
you'll have a good feeling about them or
you won't either you'll have chemistry
whatever that means or you don't
sometimes it's quick sometimes it's slow
but we know how to do it it's called
making friends it's called dating it's
called networking we have the innate
ability to do it true story there was a
former under Secretary of Defense who
invited to give a speech at a large
conference about a thousand people and
he was standing on the stage with his
cup of coffee and a styrofoam cup giving
his prepared remarks with his PowerPoint
behind him and he took a sip of his
coffee and he smiled and he looked down
at the coffee and then he went off
script and he said you know last year I
spoke at this exact same conference last
year I was still the under secretary and
when I spoke here last year they flew me
here business class and when I arrived
at the airport there was somebody
waiting for me to take me to my hotel
and they took me to my hotel and they
had already check me in and they just
took me up to my room and the next
morning I came downstairs and there was
someone waiting in the lobby to greet me
and they drove me to this here same
venue they took me through the back
entrance and took me into the green room
and handed me a cof cup of coffee in a
beautiful ceramic cup he says I'm no
longer the under secretary I flew here
coach I took a taxi to my hotel and I
checked myself in when I came down the
lobby this morning I took another taxi
to this venue I came in the front door
and found my way backstage and when I
asked someone do you have any coffee he
pointed to the coffee machine in the
corner and I poured myself a cup of
coffee into this here Styrofoam cup he
says the lesson is the ceramic cup was
never meant for me it was meant for the
position I held I deserve a styrofoam
cup remember this as you gain Fame as
you gain Fortune as you gain position
and seniority people will treat you
better they will hold doors open for you
they will get you a cup of tea and
coffee without you even asking they will
call you sir and ma'am and they will
give you stuff none of that stuff is
meant for you that stuff is meant for
the position you hold
it is meant for the level that you have
achieved of leader or success or
whatever you want to call it but you
will always deserve a styrofoam
cup remember that remember that lesson
of humility and gratitude you can accept
all the free stuff you can accept all
the perks absolutely you can enjoy them
but just be grateful for them and know
that they're not for you I remember
getting off the asella
I took the asella from New York to
Washington DC and I got off the train
like everybody else and I was walking
down the platform like everyone else and
I walked past general Nordy Schwarz who
used to be the chief of staff of the
United States Air Force the head of the
Air Force and here I did you see a guy
in a suit schlepping his own suitcase
down the platform just like me and just
a couple months ago he was flying on PR
private jets and at an Entourage and
other people carried his luggage but he
no longer held the position and so now
he got to drag his own suitcase and
never did it sort of remind me more that
none of us deserve the perks that we get
we all deserve a styrofoam cup
Related Songs