– English Lyrics

Lyrics & Translation

[English]

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

Key Vocabulary

Vocabulary	Meanings
prevent /prɪˈvent/ B1	verb - to stop something from happening
generation /ˌdʒenəˈreɪʃən/ B1	noun - all the people born and living at about the same time
summit /ˈsʌmɪt/ B1	noun - the highest point of a mountain
passion /ˈpæʃən/ B2	noun - strong and barely controllable emotion
consultant /kənˈsʌltənt/ B2	noun - a person who provides expert advice
innovation /ˌɪnəˈveɪʃən/ C1	noun - the introduction of something new
corporate /ˈkɔːrpərət/ B2	adjective - relating to a large company
interpret /ɪnˈtɜːrprɪt/ B2	verb - explain the meaning of
stimuli /ˈstɪmjʊlaɪ/ C1	noun - something that causes a response
nervous /ˈnɜːrvəs/ A2	adjective - anxious or worried
fulfillment /fʊlˈfɪlmənt/ C1	noun - feeling of satisfaction
impatience /ɪmˈpeɪʃəns/ B2	noun - lack of patience
accountability /əˌkaʊntəˈbɪləti/ C1	noun - responsibility for your actions
finite /ˈfaɪnaɪt/ C1	adjective - having limits or boundaries
infinite /ˈɪnfɪnət/ C1	adjective - limitless or endless
authentic /ɔːˈθentɪk/ C1	adjective - genuine or real

Key Grammar Structures

• some people see the thing that they want and some people see the thing that prevents them from getting the thing that they want

  ➔ Relative Pronoun ('that')

  ➔ The word 'that' is used as a relative pronoun to introduce relative clauses, connecting ideas about what people see.

• it's as if an entire generation is standing at the foot of a mountain they know exactly what they want

  ➔ Simile ('as if')

  ➔ The phrase 'as if' is used to create a simile, comparing the situation to a generation standing at the foot of a mountain.

• people put Harley-Davidson logos on their body to say something about who they are

  ➔ Infinitive of Purpose ('to say')

  ➔ The infinitive 'to say' is used to express the purpose of the action, indicating why people put logos on their bodies.

• passion is the feeling you have that um you would probably do this for free

  ➔ Relative Clause ('that um you would probably do this for free')

  ➔ The relative clause 'that um you would probably do this for free' defines the feeling of passion, explaining what it entails.

• I'm at my best when I'm around people who believe what I believe

  ➔ Present Simple in Conditional ('I'm at my best when')

  ➔ The present simple 'I'm at my best' is used in a conditional sentence to describe a general truth about the speaker's performance.

• you must understand from where they are speaking why they have the opinion they have

  ➔ Infinitive of Purpose ('to understand')

  ➔ The infinitive 'to understand' is used to express the purpose of the action, indicating what the listener must do.

• the goal is not to do business with anybody with everyone who needs what you have

  ➔ Double Negative ('not...anybody')

  ➔ The double negative 'not...anybody' is used to emphasize the exclusion, though it is non-standard in formal English.

• people don't buy what you do they buy why you do it

  ➔ Emphatic Structure ('do...do')

  ➔ The emphatic structure 'do...do' is used to contrast and emphasize the difference between two actions.