some people see the thing that they want
00:00
and some people see the thing that
00:03
prevents them from getting the thing
00:05
that they want it's as if an entire
00:06
generation is standing at the foot of a
00:08
mountain they know exactly what they
00:09
want they can see the summit what they
00:11
can't see is the mountain people put
00:13
Harley-Davidson logos on their body to
00:14
say something about who they are
00:16
corporate logo ain't no Proctor and
00:17
gambles tattooed on anybody's arm
00:19
passion is the feeling you have that um
00:21
you would probably do this for free you
00:24
know and you can't believe somebody pays
00:26
you to do it he's an author speaker and
00:28
consultant who writes on leadership and
00:31
management he joined the Rand
00:33
Corporation in 2010 where he advises on
00:34
Military Innovation and planning he's
00:37
known for popularizing the concepts of
00:39
the Golden Circle and to start with why
00:41
he's Simon cynic and here's my take on
00:44
his top 10 rules for Success rule number
00:46
six is my personal favorite and make
00:48
sure to stick around all way to the end
00:49
for some special bonus clips and as
00:51
always if Simon Says something that
00:53
really really resonates with you please
00:54
leave it down in the comments below and
00:56
put quotes around it so other people can
00:57
be inspired as
00:59
well let me tell you a story so we're
01:12
friend of mine and I we went for a run
01:15
in Central Park the road runners
01:18
organization uh on the weekends they
01:20
host races and it's very common at the
01:22
end of the race they'll have a sponsor
01:25
who will give away something apples or
01:26
Bagels or something and on this
01:29
particular day when we got to the end of
01:31
the run there were some free bagels and
01:33
they had picnic table set up and on one
01:36
side was a group of volunteers on the
01:39
table were boxes of bagels and on the
01:42
other side was a long line of Runners
01:44
waiting to get their free
01:47
Bagel so I said to my friend let's let's
01:48
get a bagel and he looked at me and said
01:51
ah the line's too long and I said free
01:54
bagel and he said I don't want to wait
01:58
in line and I was like free
02:01
bagel and he says Nah let's it's too
02:06
long and that's when I realized that
02:09
there's two ways to see the world some
02:11
people see the thing that they want and
02:14
some people see the thing that prevents
02:17
them from getting the thing that they
02:19
want I could only see the bagels he
02:20
could only see the
02:23
line and so I walked up to the line
02:26
I leaned in between two people put my
02:30
hand in the box and pulled out two
02:35
bagels and no one got mad at me because
02:37
the rule is you can go after whatever
02:40
you want you just cannot deny anyone
02:42
else to go after whatever they want now
02:45
I had to sacrifice choice I didn't get
02:48
to choose which bagel I got I got
02:50
whatever I pulled out but I didn't have
02:52
to wait in line so the point is is you
02:53
don't have to wait in line you don't
02:56
have to do it the way everybody else has
02:58
done it you can do it your way you can
03:00
break the rules you just can't get in
03:02
the way of somebody else getting what
03:04
they want that's rule number one
03:06
performing Under Pressure whether it's
03:09
me or anybody else is the same you know
03:10
I have the same pressures as anyone else
03:13
there's time there's performance there's
03:14
Financial I mean there you know there's
03:16
deadlines my pressures are not unique um
03:18
the situations may be different or you
03:21
know but but everybody has the same
03:23
kinds of pressures um but what I found
03:25
or what I find fascinating is the
03:29
interpretation of the stimuli if if let
03:30
me let me explain so I was watching the
03:33
Olympics this last summer olympics and I
03:36
was amazed at how bad the questions were
03:39
that the reporters would ask all the
03:41
athletes and almost always they ask the
03:43
same question whether they were about to
03:46
uh compete or after they competed were
03:49
you nervous right and to a te all the
03:51
athletes went no right and what I
03:56
realized is it's not that they're not
03:59
nervous it's their interpretation of
04:02
what's happening in their bodies I mean
04:03
what what happens when you're nervous
04:04
right your heart rate starts to go
04:06
you're you know you sort of get a little
04:08
tense you get a little sweaty right you
04:09
you have expectation of what's coming
04:11
and we interpreted that as I'm nervous
04:13
now what's the interpretation of excited
04:15
your heart rate starts to go you become
04:17
you're anticipating what's coming right
04:19
you get a little sort of like tense it's
04:21
all the same thing it's the same stimuli
04:23
except these athletes these these
04:25
Olympic quality athletes have learned to
04:27
inter interpret the stimuli that the
04:29
rest of us would say as nervous as
04:30
excited they all say the same thing no
04:33
I'm not nervous I'm excited and so I've
04:34
actually practiced it just to tell
04:38
myself when I start to get nervous that
04:40
this is excitement yeah you know and so
04:41
where when you I used to speak in front
04:44
of a large audience and somebody' say
04:46
how do you feel I say a little nervous
04:47
now when somebody says how do you feel
04:50
I'm like pretty excited actually and it
04:51
it came from just sort of telling myself
04:55
no no no this is excitement
04:57
and it becomes a little bit automatic
05:00
later on um but it's kind of a
05:01
remarkable thing to deal with pressure
05:03
by interpreting what your body is
05:05
experiencing as excitement rather than
05:07
nerves um and it's really kind of
05:09
effective it makes you want to rush
05:11
forwards rather than pull back and yet
05:12
it's the same experience I talk to so
05:14
many smart fantastic ambitious
05:16
idealistic hardworking kids and they're
05:19
right out of college they're in their
05:22
entry-level jobs and I'll ask them how's
05:23
it going and they'll say I think I'm
05:25
going to quit and I'm like why they say
05:28
to me I'm not making an impact I'm like
05:32
you know you've been here 8 months
05:35
right they treat the sense of
05:38
fulfillment or even love like it's a
05:41
scavenger hunt like it's something you
05:43
look for my Millennial friends they've
05:45
gone through so many jobs they're either
05:48
getting fired I mean it was
05:49
Mutual or they're quitting because
05:54
they're not making an impact or they're
05:57
not finding the thing they're looking
05:58
for they're not feeling fulfilled as if
05:59
it's a scavenger hunt love a job you
06:01
find Joy from is not something you
06:05
discover it's not like I Found Love here
06:08
it is I found a job I love that's not
06:11
how it works both of those things
06:14
require hard work you are in love
06:16
because you work very hard every single
06:18
day of your life to stay in love you
06:21
find a job that brings you ultimate Joy
06:24
because you work hard every single day
06:27
to serve those around you and you
06:30
maintain that Joy it's not a discovery
06:32
but the problem is this sense of
06:35
impatience it's as if an entire
06:37
generation is standing at the foot of a
06:39
mountain they know exactly what they
06:40
want they can see the summit what they
06:42
can't see is the mountain this large
06:44
immovable object that doesn't mean you
06:47
have to do your time that's not what I'm
06:50
talking about take a helicopter climb I
06:52
don't care but there's still a mountain
06:54
life career fulfillment relationship
06:57
ship are
06:59
journeys the problem is this entire
07:01
generation has an institutionalized
07:04
sense of impatience and do they have the
07:06
patience to go on the journey to
07:08
maintain love to feel fulfilled or do
07:10
they just quit and on to the next dump
07:13
and on to the next ghost and onto the
07:14
next in the 18th
07:17
century there was something that spread
07:21
across Europe and eventually made its
07:25
way to America called Perle
07:26
fever also known as the Black Death of
07:28
childbed basically what was happening is
07:32
women were giving birth and they would
07:35
die within 48 hours after giving birth
07:38
this black death of childbirth was the
07:42
ravage of Europe and it got worse and
07:45
worse and worse over the course of over
07:47
a century in some
07:50
hospitals it was as high as 70% of women
07:53
who gave birth who would die as a result
07:57
of giving birth but this was the
07:59
Renaissance this was the time of
08:02
empirical data and Science and we had
08:05
thrown away things like tradition and
08:07
mysticism these were men of science
08:09
these were doctors and these doctors and
08:11
Men of science wanted to study and try
08:14
and find the reason for this black death
08:16
of childbed and so they got to work
08:20
studying and they would study the
08:22
corpses uh of the of the women who had
08:24
died and in the morning they would
08:27
conduct autopsies and then in the
08:29
afternoon they would go and deliver
08:32
babies and finish their rounds and it
08:33
wasn't until somewhere in the mid 1800s
08:36
that Dr Oliver Wendell Holmes father of
08:39
Supreme Court Justice Oliver Wendell
08:42
Holmes realized that all of these
08:44
doctors who are conducting autopsies in
08:47
the morning weren't washing their hands
08:49
before they delivered babies in the
08:52
afternoon and he pointed it out and said
08:55
guys you're IGN the
08:58
problem and they ignored him and called
09:00
him crazy for 30
09:03
years until finally somebody realized
09:06
that if they simply washed their hands
09:10
it would go away and that's exactly what
09:13
happened when they started sterilizing
09:15
their instruments and washing their
09:18
hands the black death of child bed
09:19
disappeared my point is the lesson here
09:22
is sometimes you're the problem
09:25
we've seen this happen all too recently
09:31
with our new men of Science and
09:33
empirical uh studiers and these men of
09:35
Finance who are smarter than the rest of
09:41
us until the thing
09:43
collapsed and they blamed everything
09:45
else except themselves and my point is
09:47
is take accountability for your actions
09:50
you can take all the credit in the world
09:54
for the things that you do right as long
09:56
as you also take responsibility for the
09:58
things you do wrong it must be a
10:01
balanced equation you don't get it one
10:03
way and not the other you get to take
10:05
credit when you also take accountability
10:07
I spoke at an education Summit for
10:11
Microsoft I also spoke at an education
10:13
Summit for Apple at the education for
10:15
mic at the education Summit for
10:18
Microsoft I would say that 70% of the
10:20
executives spent about 70% of their
10:22
presentations talking about how to beat
10:25
Apple
10:28
at the Apple education Summit 100% of
10:30
the executives spent 100% of their
10:33
presentations talking about how to help
10:37
teachers teach and how to help students
10:38
learn one is playing this way and one is
10:40
playing that
10:43
way one is playing finite and the other
10:45
one is playing infinite guess which one
10:48
gets
10:50
frustrated so at the end of my talk at
10:53
Microsoft they gave me a gift they gave
10:55
me the new Zoom when it was a
10:57
thing and let me tell you this thing was
11:03
spectacular it was the most elegant
11:07
piece of technology I'd ever used the
11:09
user interface was incredible the design
11:11
was spectacular I absolutely loved it it
11:14
was easy to use and it was bright and
11:17
gorgeous and Fant it didn't work on
11:20
iTunes which is a different problem so I
11:22
couldn't use it but but it was
11:24
amazing and elegant I got it was elegant
11:27
so I'm sitting in the back of a taxi
11:31
with a very senior Apple executive sort
11:32
of employee number 12 kind of guy and
11:34
you know I like to stir pots so I turned
11:36
him I said you
11:40
know Microsoft gave me their new
11:41
zoom and it is so much better than your
11:44
iPod
11:49
touch and he turned to me and he said I
11:50
have no doubt Conversation Over
11:54
because the infinite player understands
12:02
sometimes you're ahead and sometimes
12:04
you're behind sometimes your product is
12:04
better and sometimes it's worse the goal
12:07
isn't to be the best every day the goal
12:09
isn't to out to outdo your competition
12:11
every day that's a finite construction
12:14
if I had said to Microsoft I've got the
12:17
new iPod touch and it's so much better
12:18
than your Zoom they would have said can
12:20
we see it what does it do react react
12:21
react react finite players play to be to
12:23
beat the people around them
12:27
infinite players play to be better than
12:30
themselves to wake up every single day
12:34
and say how can we make our company a
12:36
better version of itself today than it
12:38
was yesterday how can we create a
12:40
product this week that's better than the
12:42
product we created last week we also
12:44
have to play the infinite game it's not
12:47
about being ranked number one it's not
12:49
about having more followers on Twitter
12:50
than your friends it's not about
12:52
outdoing anyone it's about how to outdo
12:54
yourself it's not about selling more
12:57
books or getting more Ted views than
12:59
somebody else it's about how to make
13:01
sure that the work that you're producing
13:03
is better than the work you produced
13:05
before you are your competition and that
13:08
is what ensures you stay in the game the
13:11
longest and that is what ensures you
13:13
find
13:15
Joy because the joy comes not from
13:17
comparison but from advancement when are
13:21
you at your best I'm at my best when I'm
13:24
around people who believe what I believe
13:27
I know it seems silly but um I try very
13:29
very hard to sort of Stack the deck you
13:33
know to put myself in a position of
13:36
strength um so for example you know
13:37
somebody asked me just yesterday have
13:39
you ever had sort of a bad you know
13:41
engagement I was thinking to myself I'm
13:43
like not really but it's not because I'm
13:44
some sort of sort of Genius or anything
13:47
anything like that it's because I stack
13:48
the deck it's because I want to be there
13:50
I want to be around people who want me
13:53
there in other words if I'm somebody's
13:54
10th choice and like you know I'll
13:56
probably turn it down
13:58
um whereas if I'm their first choice
13:59
they really want me there and so I'm I'm
14:02
more likely to have a good engagement
14:03
they're supportive of me I'm supportive
14:05
of them and so um yeah I'm at my best
14:06
when I when I stack the deck when I
14:09
choose to be in an environment where
14:10
where my strengths are are there Nelson
14:12
bandela is a particularly special case
14:15
study in the leadership world because he
14:19
is universally regarded as a great
14:21
leader you can take other personalities
14:24
and depending on the nation you go to we
14:26
have different opinions about other
14:28
personalities but Nelson Mandela across
14:30
the world is universally regarded as a
14:32
great leader he was actually the son of
14:35
a tribal Chief and he was asked one
14:38
day how did you learn to be a great
14:42
leader and he responded that he would go
14:45
with his father to tribal meetings and
14:47
he remembers two things when his father
14:51
would meet with other Elders one they
14:53
would always sit in a circle Circle and
14:56
two his father was always the last to
15:00
speak you will be told your whole life
15:05
that you need to learn to listen I would
15:07
say that you need to learn to be the
15:09
last to speak I see it in boardrooms
15:11
every day of the week even people who
15:14
consider themselves good leaders who may
15:16
actually be decent leaders will walk
15:18
into a room and say here's the problem
15:19
here's what I think but I'm interested
15:21
in your opinion let's go around the room
15:23
it's too late the skill to hold your
15:25
opinions to self until everyone has
15:28
spoken does two things one it gives
15:30
everybody else the feeling that they
15:33
have been heard it give gives everyone
15:35
else the ability to feel that they have
15:37
contributed and two you get the benefit
15:40
of hearing what everybody else has to
15:43
think before you render your opinion the
15:45
skill is really to keep your opinions to
15:47
yourself if you agree with somebody
15:50
don't nod yes if you disagree with
15:52
somebody don't nod no simply sit there
15:55
take it all in and the only thing you're
15:59
allowed to do is ask questions so that
16:00
you can understand what they mean and
16:02
why they have the opinion that they have
16:05
you must understand from where they are
16:07
speaking why they have the opinion they
16:10
have not just what they are saying and
16:13
at the end you will get your
16:16
turn it sounds easy it's not practice
16:19
being the last to speak that's what
16:24
Nelson Mandela did every decision we
16:26
make in our lives as individuals or as
16:29
organizations is a piece of
16:32
communication it's our way of saying
16:34
something about who we are and what we
16:36
believe this is why authenticity matters
16:38
this is why you have to say and do the
16:41
things you actually believe because the
16:43
things you say and do are symbols of who
16:46
you are and we look for those symbols so
16:50
we can find people who believe what we
16:53
believe our very survival depends on it
16:55
so if you're putting out false symbols
16:57
you will attract people to those symbols
16:59
but you won't be able to form trust with
17:01
them this is what Tiger Woods did to us
17:03
he lied he lied he told us what he
17:06
thought we wanted to hear and it was
17:10
great and we were drawn to it and all of
17:13
us who kind of like that idea of the
17:15
sort of the good guy were drawn to it
17:17
until we found out it was a lie he could
17:19
have been the bad boy of Gulf he could
17:23
have had all the same endorsements and
17:24
had a fantastic career and still been
17:26
hailed as one of the great athletes of
17:28
our day but he didn't he chose to lie
17:30
good luck forming trust again tiger we
17:33
don't believe you we don't trust you the
17:36
goal of putting something out there if
17:39
you say what you believe and you do what
17:41
you believe you will attract people who
17:43
believe what you believe if you go to
17:45
one of your friends and you say to one
17:48
of your friends how would you like me to
17:49
dress so that you'll like me better how
17:52
do you want me to address you how do you
17:56
want me to speak
17:57
so that you'll like me
17:59
more right your friends are going to
18:01
look at you be like what are you talking
18:03
about come on come on come on what
18:05
should I wear so that you'll find me
18:07
more appealing and how would you like me
18:09
to speak to you so that you'll like me
18:11
more and your friends are going to tell
18:13
you just be yourself that's why I like
18:15
you I don't just be yourself now think
18:18
about what we do in Industry what do we
18:21
do we do market research and we go out
18:22
and we ask the customers what kind of
18:24
things the way we what style should we
18:26
speak to you how should we decorate
18:27
ourselves what kind of things are you
18:29
drawn to so that we can do those things
18:30
so you'll like us more it's just as
18:32
ridiculous it's just as ridiculous
18:34
organizations should say and do the
18:36
things they actually believe and they
18:38
will attract people who believe what
18:40
they believe or they can choose to lie
18:42
and at the slightest hint that they
18:45
might be lying cynicism sets in and
18:47
people start saying I'm not sure I can
18:50
trust these guys because there's not a
18:52
lot of consistency in all the things
18:54
they say and do which means they can't
18:55
have a very strong belief set or they're
18:57
lying to me and we call them inauthentic
18:59
the entire process of asking other
19:03
people who we should be is inauthentic
19:05
that's hilarious to me all these
19:07
positioning studies we do are inherently
19:09
we're going to do a study to find out
19:11
from people so we can be more authentic
19:13
that's
19:15
hilarious say and do what you actually
19:16
believe and the symbols you put out
19:19
there the things you say and the things
19:20
you do those red hats are ways that
19:22
people can find you what you have the
19:24
ability to do as designers is create
19:26
those symbols and allow people to use
19:30
those things to say something about who
19:33
they are work for companies work for
19:36
clients work for people who you believe
19:38
what they
19:41
believe show up and feel a part of
19:42
something bigger than yourself and your
19:45
part is to put what they believe into
19:49
pictures and words and symbols and
19:52
Graphics so that other people can use
19:54
those things to say something about who
19:56
they are
19:58
people put Harley-Davidson logos on
19:59
their body to say something about who
20:00
they are corporate logo ain't no Proctor
20:02
and gambles tattooed on anybody's
20:04
arm because Harley mean something they
20:07
stand for something people put that
20:10
tattoo on there not to tell you that
20:12
they own a motorcycle they put that
20:13
tattoo there to tell you something about
20:15
themselves you ever see anybody with a
20:17
with a Mac laptop put a sticker over
20:20
that beautiful shining Apple ain't never
20:22
going to
20:24
happen then how will you know who I am
20:25
do you ever see anybody with a PC break
20:29
out the Windex to clean out their
20:30
computer Mac
20:32
people have you ever seen a dirty Mac
20:35
doesn't exist does not exist why because
20:38
it's who I am these are symbols we use
20:41
the companies that are crystal clear in
20:44
what they believe and they're
20:46
disciplined in how they do it and
20:47
they're consistent in what they do and
20:49
everything they say and everything they
20:50
do serves as a symbol of the set of
20:52
values and beliefs we use those symbols
20:54
to say something about Who We Are are we
20:56
surround oursel with the people and the
20:59
products and the brands that say
21:01
something about who we
21:02
are and when we can find the people who
21:05
believe what we believe we're weirdly
21:07
drawn to them because our very survival
21:09
depends on it we need it and so the more
21:12
you can give of yourself the more you
21:16
can give of what you believe the more
21:17
you can discipline with discipline say
21:19
and and do the things you actually
21:21
believe strange sh start to happen what
21:23
are your thoughts and what's your
21:25
approach on finding and and building
21:26
upon passions passion is not an
21:29
actionable word it's correct you know
21:32
that those who do the things that
21:35
they're passionate about do better but
21:36
it's not helpful advice um and so the
21:38
question is where does passion come from
21:40
Um passion is a result passion is an
21:42
energy Um passion is the feeling you
21:45
have when you're engaged in something
21:47
that you love passion is the feeling you
21:49
have that um you would probably do this
21:52
for free you know and you can't believe
21:55
somebody pays you to do it you know um
21:57
and I think we mistake that passion is
22:00
something we do in our private lives but
22:02
it shouldn't be done you know in our
22:04
careers for example and I'm a firm
22:06
believer that you are who you are and
22:08
anybody who says I'm Different at home
22:09
than I am at work in one of those two
22:10
places you're lying and the goal is to
22:12
make everything you do in home and at
22:14
work something that you have excitement
22:16
to do so how do you find the things that
22:19
you're excited to do well it's actually
22:21
easier than you think what are the
22:23
things that you love to do what are the
22:25
things that you would do for free you
22:27
know how can you recreate that feeling
22:29
and and be paid for it so what are the
22:32
things that I do on the weekend right I
22:34
love um I'm very involved in the art
22:35
world I love to go to museums and
22:38
galleries but I love to go see dance and
22:40
performances because I want to see how
22:42
others are are interpreting the world so
22:44
that inspires me new ideas new thoughts
22:47
new ways of looking at the world are are
22:50
things that interest me privately and I
22:51
seek it out and pay money for it right
22:53
so does that mean I have to have a
22:56
career in the art
22:57
no it means I have to have a career
22:59
where new ideas are explored where
23:01
people are experimenting and trying
23:03
things out and I have to explore new
23:05
ideas and try things out and I'm just as
23:07
excited to go to work every day as I am
23:09
to you know go do something on a
23:10
Saturday night um and so the idea of
23:12
finding your passion is ironically
23:15
simple because you should be doing stuff
23:17
that you
23:19
enjoy sometimes what is the stuff that
23:19
you enjoy and then what is the stuff
23:22
that you love who are the people that
23:24
you love and what are what do they all
23:26
have in common how do you explain when
23:27
things don't go as we assume or better
23:29
how do you explain when others are able
23:33
to achieve things that seem to defy all
23:36
of the assumptions for example why is
23:37
Apple so Innovative year after year
23:41
after year after year they're more
23:44
Innovative than all their competition
23:45
and yet they're just a computer company
23:48
they're just like everyone else they
23:50
have the same access to the same Talent
23:52
the same agencies the same Consultants
23:54
the same media then why is it that they
23:56
seem to have something
23:58
different why is it that Martin Luther
24:01
King led the Civil Rights Movement he
24:03
wasn't the only man who suffered in a
24:06
preil rights America and he certainly
24:08
wasn't the only great orator of the day
24:10
why him and why is it that the wri
24:12
brothers were able to figure out
24:16
controll powered man flight when there
24:18
were certainly other teams who were
24:20
better qualified better
24:21
funded and they didn't achieve powered
24:24
man flight the right Brothers beat them
24:27
to it there's something else at play
24:29
here about 3 and 1/2 years ago I made a
24:32
discovery and this discovery profoundly
24:36
changed my view on how I thought the
24:39
world worked and it even profoundly
24:42
changed the way in which I operate in
24:43
[Music]
24:46
it as it turns out there's a pattern as
24:48
it turns out all the great and inspiring
24:51
leaders and organizations in the world
24:54
whether it's apple or Martin Luther King
24:56
or the R Brothers they all think act and
24:57
communicate the exact same way and it's
25:00
the complete opposite to everyone else
25:03
all I did was codify it and it's
25:07
probably the world's simplest idea I
25:09
call it the Golden
25:13
[Music]
25:15
Circle why how what this little idea
25:22
explains why some organizations and some
25:27
leaders are able to inspire where others
25:29
aren't let me Define the terms really
25:32
quickly every single person every single
25:33
organization on the planet knows what
25:36
they do
25:38
100% some know how they do it whether
25:39
you call it your differentiating value
25:43
proposition or your proprietary process
25:44
or your USP but very very few people or
25:46
organizations know why they do what they
25:49
do and by why I don't mean to make a
25:51
profit that's a result it's always a
25:54
result by why I mean what's your purpose
25:56
what's your cause what's your belief why
25:58
does your organization
26:01
exist why do you get out of bed in the
26:04
morning and why should anyone care well
26:06
as a result the way we think the way we
26:10
act the way we communicate is from the
26:11
outside in it's obvious we go from the
26:13
clearest thing to the fuzziest thing but
26:15
the inspired leaders and the inspir or
26:17
inspired organizations regardless of
26:19
their size regardless of their industry
26:22
all think act and communicate from the
26:24
inside out
26:27
let me give you an example I use apple
26:29
because they're easy to understand and
26:31
everybody gets it if Apple were like
26:32
everyone else a marketing message from
26:35
them might sound like this we make great
26:38
computers they're beautifully designed
26:42
simple to use and user friendly want to
26:44
buy
26:47
one me and that's how most of us
26:48
communicate that's how most marketing is
26:51
done that's how most sales is done and
26:53
that's how most of us communicate
26:54
interpersonally we say what we do we say
26:55
how we're different or how we better and
26:57
we expect some sort of behavior a
26:59
purchase a vote something like that
27:00
here's our new law firm uh we have the
27:02
best lawyers with the biggest clients we
27:05
have you know we always perform for our
27:06
clients do business with us here's our
27:08
new car it gets great gas mileage it has
27:09
you know leather seats by our car but
27:12
it's uninspiring here's how Apple
27:14
actually
27:17
communicates everything we do we believe
27:19
in challenging the status quo we believe
27:23
in thinking differently
27:26
the way we challenge the status quo is
27:28
by making our products beautifully
27:30
designed simple to use and user friendly
27:32
we just happen to make great computers
27:35
want to buy
27:37
one totally different right you're ready
27:38
to buy a computer from me all I did was
27:41
reverse the order of the information
27:43
what it proves to us is that people
27:44
don't buy what you do people buy why you
27:46
do it people don't buy what you do they
27:48
buy why you do it this explains why
27:50
every single person in this room is
27:53
perfectly comfortable buying a computer
27:56
from Apple but we're also perfectly
27:57
comfortable buying an MP3 player from
28:00
Apple or a phone from Apple or a DVR
28:02
from Apple but as I said before Apple's
28:05
just a computer company there's nothing
28:07
that distinguishes them structurally
28:08
from any of their competitors their
28:10
competitors are all equally qualified to
28:11
make all of these products in fact they
28:14
tried a few years ago Gateway came out
28:15
with flat screen TVs they're eminently
28:18
qualified to make flat screen TVs
28:20
they've been making flat screen monitors
28:22
for years nobody bought one
28:23
[Music]
28:27
and
28:29
Dell Dell came out with MP3 players and
28:30
pdas and they make great quality
28:34
products and they can make perfectly
28:36
well-designed products and nobody bought
28:38
one in fact talking about it now we
28:40
can't even imagine buying an MP3 player
28:42
from Dell why would you buy an MP3
28:45
player from a computer company but we do
28:46
it every day people don't buy what you
28:48
do they buy why you do it the goal is
28:50
not to do business with anybody with
28:53
everybody who needs what you have the
28:55
goal goal is to do business with people
28:57
who believe what you
28:59
believe here's the best part none of
29:01
what I'm telling you is my opinion it's
29:04
all grounded in the tenants of biology
29:07
not psychology biology if you look at a
29:09
cross-section of the human brain looking
29:12
from the top down what you see is the
29:14
human brain is actually broken into
29:16
three major components that correlate
29:17
perfectly with the Golden Circle our
29:20
newest brain our Homo Sapien brain our
29:22
neocortex corresponds with the what
29:25
level
29:27
the neocortex is responsible for all of
29:28
our rational and analytical thought and
29:30
language the middle two sections make up
29:33
our limic brains and our lyic brains are
29:36
responsible for all of our feelings like
29:39
trust and loyalty it's also responsible
29:41
for all human behavior all
29:44
decision-making and it has no capacity
29:46
for language in other words when we
29:49
communicate from the outside in yes
29:52
people can understand vast amounts of
29:54
complicated information like features
29:56
and benefits and facts and figures it
29:57
just doesn't drive behavior when we
29:59
communicate from the inside out we're
30:02
talking directly to the part of the
30:03
brain that controls behavior and then we
30:05
allow people to rationalize it with the
30:08
tangible things we say and do this is
30:10
where gut decisions come from you know
30:12
sometimes you can give somebody all the
30:15
facts and your figures and they say I
30:17
know what all the facts and details say
30:18
but it just doesn't feel right why would
30:20
we use that verb it doesn't feel right
30:22
because the part of the brain that
30:24
controls decision-making doesn't control
30:25
language and the best we can muster up
30:28
is I don't know it just doesn't feel
30:29
right or sometimes you say you're
30:31
leading with your heart or you're
30:33
leading with your soul well I hate to
30:34
break it to you those aren't other body
30:35
parts controlling your behavior it's all
30:37
Happening Here in your limic brain the
30:39
part of the brain that controls
30:41
decision-making and not language but if
30:42
you don't know why you do what you do
30:45
and people respond to why you do what
30:48
you do then how will anybody how will
30:50
you ever get people to to to to vote for
30:52
you or buy something from you or more
30:54
importantly be loyal and want to be a
30:56
part of what it is what that you do
30:58
again the goal is not just is to sell
31:01
people who need what you have the goal
31:03
is to sell to people who believe what
31:04
you believe the goal is not just to hire
31:06
people who need a job it's to hire
31:08
people who believe what you believe I
31:11
always say that you know there's uh if
31:14
you if you if you um hire people just
31:16
because they can do a job they'll work
31:20
for your money but if you hire people
31:21
who believe what you believe they work
31:22
for you with blood and sweat and tears
31:23
and nowhere nowhere else is there a
31:26
better example of this than with the R
31:27
Brothers most people don't know about
31:29
Samuel Pont Langley and back in the
31:31
early 20th century the pursuit of
31:34
powered man flight was like the.com of
31:36
the day everybody was trying it and
31:38
Samuel Pont Langley had what we assume
31:41
to be the recipe for success I mean even
31:44
now you ask people why did your product
31:47
or why did your company fail and people
31:49
always give you the per same permutation
31:51
of the same three things under
31:52
capitalized the wrong people bad market
31:54
conditions always the same three things
31:57
so let's explore that Samuel Pont
31:59
Langley was given $50,000 by the war
32:02
department to figure out this flying
32:05
machine money was no problem he held a
32:07
seat at Harvard and worked at the
32:10
Smithsonian and was extremely well
32:12
connected he knew all the big mines of
32:14
the day he hired the best mines money
32:15
could find and the market conditions
32:19
were fantastic the New York Times
32:21
followed him around everywhere and
32:23
everyone was rooting for Langley and how
32:25
come we've never heard of Samuel Pi Pont
32:28
Langley a few hundred miles away in
32:30
Dayton
32:32
Ohio oral and Wilbur Wright they had
32:33
none of what we consider to be the
32:37
recipe for Success they had no money
32:39
they paid for their dream with the
32:41
proceeds from their bicycle shop not a
32:42
single person on the rright brothers
32:45
team had a college education not even
32:46
Orville or Wilbur and the New York Times
32:49
followed them around
32:51
nowhere the difference was Orville and
32:53
Wilbur were driven by a a cause by a
32:56
Purpose By A belief they believe that if
32:58
they could figure out this flying
33:01
machine it'll change the course of the
33:02
world Samuel Pont Langley was different
33:06
he wanted to be rich and he wanted to be
33:09
famous he was in pursuit of the result
33:11
he was in pursuit of the riches and lo
33:13
and behold look what happened the people
33:16
who
33:18
believed in the right brother's dream
33:19
worked with them with with blood and
33:21
sweat and tears the others just worked
33:22
for the paycheck and they tell stories
33:24
of how every time the right Brothers
33:27
went out they would have to take five
33:28
sets of Parts because that's how many
33:30
times they would crash before they came
33:31
in for
33:33
supper and eventually on December 17th
33:34
1903 the R Brothers took flight and no
33:38
one was there to even experience it we
33:42
found out about it a few days
33:44
later and further proof that Langley was
33:46
motivated by the wrong thing the day the
33:49
right Brothers took flight he quit he
33:52
could have said that's an amazing
33:55
Discovery guys now will improve upon
33:57
your technology but he didn't he wasn't
33:59
first he didn't get rich he didn't get
34:02
famous so he quit people don't buy what
34:04
you do they buy why you do it and if you
34:07
talk about what you believe you will
34:09
attract those who believe what you
34:11
believe well why is it important to
34:12
attract those who believe what you
34:14
believe something called the law of
34:18
diffusion of innovation and if you don't
34:20
know the law you definitely know the
34:22
terminology the first 2 and a half% of
34:23
our population are our innovators the
34:26
next 13 and a half% of our population
34:29
are our early
34:31
adopters the next 34% are your early
34:33
majority your late majority and your
34:35
laggards the only reason these people
34:38
buy touchtone phones is because you
34:40
can't buy rotary phones
34:42
anymore we all sit at various places at
34:45
various times on the scale but what the
34:48
law of diffusion of innovation tells us
34:49
is that if you want Mass Market success
34:52
or mass Market acceptance of an idea you
34:54
can not have it until you achieve this
34:57
Tipping Point between 15 and 18% Market
35:00
penetration and then the system tips and
35:03
I love asking businesses what's your
35:07
conversion on new business and they love
35:08
to tell you oh it's about 10% proudly
35:10
well you can trip over 10% of the
35:12
customers we all have about 10% who just
35:13
get it that's how we describe them right
35:15
that's like that gut feeling oh they
35:17
just get it the problem is how do you
35:18
find the ones that just get it before
35:20
you're doing business with them versus
35:21
the ones who don't get it so it's this
35:23
here this little Gap that you have to
35:26
close as Jeffrey Moore CLS it crossing
35:29
the chasm because you see the early
35:31
majority will not try something until
35:33
someone else has tried it first and
35:36
these guys the innovators and the early
35:40
adopters they're comfortable making
35:42
those gut decisions they're more
35:44
comfortable making those intuitive
35:45
decisions that are driven by what they
35:47
believe about the
35:49
world and not just what product is
35:51
available these are the people who stood
35:53
online for 6 hours to buy an iPhone pH
35:55
when they first came out when you could
35:57
have just walked into the store the next
35:59
week and bought one off the shelf these
36:00
are the people who spent $40,000 on flat
36:02
screen TVs when they first came out even
36:05
though the technology was
36:07
substandard and by the way they didn't
36:09
do it because the technology was so
36:10
great they did it for themselves it's
36:12
because they wanted to be first people
36:15
don't buy what you do they buy why you
36:18
do it and what you do simply proves what
36:19
you
36:22
believe in fact people will do the
36:23
things that prove what they believe the
36:25
reason that person bought the iPhone on
36:28
the first in the first 6 hours or stood
36:30
in in line for 6 hours was because what
36:32
they believed about the world and how
36:35
they wanted everybody to see them they
36:37
were first people don't buy what you do
36:39
they by why you do it so let me give you
36:41
a famous example a famous failure and a
36:43
famous success of the law of diffusion
36:46
of innovation first the famous failure
36:48
it's a commercial example as we said
36:51
before a second ago the recipe for
36:54
success is money and the right people
36:55
and the right marking conditions right
36:57
you should have success then look at too
36:58
from the time too came out about eight
37:02
or n years ago to this current day they
37:03
are the single highest quality product
37:06
on the market hands down there is no
37:08
dispute they are extremely well funded
37:11
market conditions were fantastic I mean
37:14
we use too as a verb I too stuff on my
37:16
piece of junk time or a DVR all the
37:18
[Music]
37:20
time but too's a commercial failure
37:22
they've never made money
37:26
and when they went IPO their stock was
37:28
at about $30 or $40 and then plummeted
37:30
and it's never traded above 10 in fact I
37:32
don't think it's even traded above six
37:34
except for a couple of little spikes
37:36
because you see when too launched their
37:39
product they told us all what they had
37:40
they said we have a product that pauses
37:43
live TV skips commercials rewinds live
37:46
TV and memorizes your viewing habits
37:50
without you even
37:52
asking and the cynical majority said we
37:54
don't believe you we don't need it we
37:57
don't like it you're scaring
38:00
us what if they had said if you're the
38:02
kind of person who likes to have total
38:05
control over every aspect of your life
38:08
boy do we have a product for you it
38:13
pauses live TV skips commercials
38:15
memorizes your viewing habits etc
38:17
etc people don't by what you do they by
38:20
why you do it and what you do simply
38:22
serves as the proof of what you believe
38:23
now let me give you a successful example
38:27
of the law of diffusion of
38:30
innovation in the summer of
38:32
1963 250,000 people showed up on the
38:35
mall in Washington to hear Dr King
38:38
speak they sent out no
38:42
invitations and there was no website to
38:45
check the date how do you do that well
38:47
Dr King wasn't the only man in America
38:51
who was the who was a great orator he
38:54
wasn't the only man in America who
38:56
suffered in a preil rights America in
38:57
fact some of his ideas were bad but he
38:59
had a gift he didn't go around telling
39:02
people what needed to change in America
39:04
he he went around and told people what
39:06
he believed I believe I believe I
39:08
believe he told people and people who
39:11
believed what he believed took his cause
39:13
and they made it their own and they told
39:16
people and some of those people uh
39:18
created structures to get the word out
39:20
to even more people and lo and behold
39:22
250,000 people showed up on the right
39:25
day on the right time to hear him speak
39:28
how many of them showed up for
39:31
[Music]
39:34
him
39:35
zero they showed up for themselves it's
39:37
what they believed about America that
39:40
got them to travel on a bus for 8 hours
39:42
to stand in the sun in Washington for in
39:44
the middle of August it's what they
39:46
believed and it wasn't about black
39:48
versus white 25% of the audience was
39:50
white Dr King believed that there were
39:53
two types of laws in this world those
39:55
that are made by a higher authority
39:57
authority and those that are made by man
39:59
and not until all the laws that are made
40:01
by man are consistent with the laws that
40:03
are made by the higher authority will we
40:06
live in a just World it just so happens
40:07
that the Civil Rights Movement was the
40:10
perfect thing to help him bring his
40:12
cause to life we followed not him not
40:14
for him but for ourselves and by the way
40:17
he gave the I Have a Dream speech not
40:19
the I have a planed
40:21
speech listen to politicians now with
40:26
their comprehensive 12-point plans
40:28
they're not inspiring
40:29
anybody because there are leaders and
40:31
there are those who lead leaders hold a
40:33
position of power or authority but those
40:36
who lead Inspire
40:39
us whether they're individuals or
40:42
organizations we follow those who lead
40:44
not because we have to but because we
40:47
want to we follow those who lead not for
40:50
them but for ourselves
40:53
and it's those who start with why that
40:57
have the
41:00
ability to inspire those around them or
41:01
find others who Inspire them thank you
41:04
very
41:08
much thank you guys so much for watching
41:12
I made this video because Lex Vander
41:14
heric asked me to so if there's a famous
41:16
entrepreneur that you would like me to
41:18
profile next please leave it down in the
41:20
comments below and I'll see what I can
41:21
do I also love to know which clip
41:23
resonated the most with you today what
41:24
did Simon say that had the biggest
41:26
impact what change you're going to make
41:28
to your life your business after
41:30
watching this video please leave it down
41:31
in the comments below and I'm going to
41:33
join in the discussion thank you so much
41:34
for watching I believe in you I hope you
41:36
continue to believe in yourself and
41:39
whatever your one word is much love I'll
41:41
see you
41:45
soon decision making um is a process
41:51
right the question is what filters are
41:54
you using to make make decisions are you
41:56
making decisions based on the financial
41:58
rewards are you making decisions based
42:00
on how easy the work will be I mean I
42:02
remember in college you know they would
42:04
give you this book where they all the
42:05
students would rate the classes and they
42:07
would rate things like how easy the
42:09
class was and how you know how much you
42:10
they like the professor and you know the
42:13
first year I picked all my classes based
42:15
on workload and I picked everything a
42:17
low workload you know and pretty bored
42:20
uh didn't work very hard which was fine
42:24
but um nothing was Dynamic and nothing
42:26
really excited me and I thank goodness
42:29
learned that and so the second year I
42:31
picked all my classes by Professor
42:33
rating regardless of the workload so
42:35
every class I had I had these Dynamic
42:38
amazing incredible human beings passing
42:40
on their knowledge and you were excited
42:42
to work hard for them you know um and so
42:44
again what the question is what are the
42:47
filters we're using and so if you're
42:49
only chasing the Mighty Dollar then you
42:50
will have jobs that'll pay you a little
42:52
more than the last but are you enjoying
42:54
yourself and I talked to a guy recently
42:56
who was in a he's in bad shape like he
42:58
he really hates his life and he's really
43:00
depressed he doesn't know what to do and
43:02
so we were going through all his old
43:04
jobs you know and I said give me a job
43:05
that you've loved and he hadn't every
43:07
single job he's chosen out of college he
43:09
picked because of the the money and if
43:11
something offered him more somewhere
43:12
else he took it you know regardless and
43:14
and and and the amazing thing is he
43:17
plateaued because if if you're only
43:19
chasing the result if you're only
43:21
chasing the thing that makes it easy
43:23
right um then eventually you will get
43:25
bored or they'll get bored of you right
43:28
um and you plateau in other words
43:30
chasing the almighty dollar if that's
43:32
your only thing it eventually flattens
43:33
out whereas if you're chasing the thing
43:35
that excites you the human beings to be
43:37
around the work that excites you the
43:39
stuff that you know you know you you can
43:40
get passionate about you know the the
43:44
irony is is you'll actually make way way
43:47
more right um because you're excited and
43:48
they appreciate your excitement and they
43:51
reward your excitement and you're better
43:52
at your work because you want to work
43:53
harder and all of that stuff you don't
43:54
have to strain to work harder um so
43:56
decision- making is simply a matter of
44:00
filters you know and so I've made
44:01
decisions in my life that I would rather
44:03
be happy than right I'd rather do good
44:05
than uh uh than get rich and and so the
44:08
decisions I make um put me in positions
44:11
where when I leave any engagement when I
44:14
leave any meeting I feel that I've
44:16
contributed right um rare are the times
44:18
anymore where you walk away going just
44:21
think of the money just think of the
44:23
money think of the money you know um I I
44:24
cuz it doesn't feel nice and and the
44:27
experience I have I don't enjoy
44:29
traveling to them and I don't enjoy
44:31
traveling home where if I have an
44:32
amazing experience I am looking forward
44:33
to getting there and I'm excited when I
44:34
leave yeah you know so it's just
44:36
decision decision- making is just a
44:39
matter of what filters you use and if
44:40
you're if you're good about keeping
44:42
those filters up and clear then then
44:43
make your decisions I don't judge
44:46
anybody by how uh if they choose to use
44:47
different filters um these are just the
44:50
the filters I choose to live my life you
44:52
know not right or wrong just those those
44:55
are my decisions you know that's my
44:57
filter how can you
44:58
help the human race how can you help the
45:00
human race the human species
45:04
progress I'm not joking either this is
45:07
something I think we all have to be
45:10
aware of at the end of the day the human
45:11
animal is a social animal and our very
45:13
survival depends on our ability to form
45:15
communities to form cultures what's a
45:18
community what's a culture it's a group
45:20
of people with a common set of values
45:22
and beliefs right what's a country it's
45:23
a group of people with a common set of
45:25
value and beliefs what's a company it
45:26
should be a group of people with a
45:29
common set of values and beliefs when
45:30
we're surrounded by people who believe
45:32
what we believe something remarkable
45:34
happens trust emerges and make no
45:37
mistake of it trust is a feeling a
45:40
distinctly human feeling you know we we
45:41
all have friends who are total scrips
45:44
and yet we still trust them right trust
45:46
is not a checklist simply doing
45:49
everything you say you're going to do
45:51
does not does not mean people will
45:52
inherently trust you it just means
45:53
you're reliable
45:55
we need trust right we need trust when
45:57
we're surrounded by people who believe
46:01
what we believe and trust starts to
46:03
emerge when we trust them and they trust
46:04
us we're more willing to take risks
46:06
we're more willing to experiment which
46:09
requires failure we're more willing to
46:11
explore and go somewhere that no one has
46:14
ever gone before with the confidence
46:16
that if we fail if we trip over if we
46:19
turn our backs that those within our
46:21
community those who we trust and who
46:23
trust us will look after us while while
46:25
we're gone will pick us up when we fall
46:27
over we help us when we're hurt our very
46:28
survival depends on it we're not good at
46:32
everything we're not good by ourselves
46:36
you know if I send you out to go fight a
46:38
saber-tooth tiger by yourself odds are
46:40
Tiger 1 U zero it's not going to go very
46:43
well but if you go out as a group we're
46:46
pretty damn amazing and the reason is is
46:49
because we all have our certain
46:51
strengths and we all have our certain
46:53
weaknesses and the goal is not to fix
46:54
your weakness
46:56
the goal is to amplify your strengths
46:57
and surround yourself with the people
46:59
who can do what you can't do but it's
47:00
not just based on skills and and
47:04
application and experience it's based on
47:07
what you believe it's based on what you
47:08
believe you see simply being good at
47:11
something and having somebody else being
47:12
good at what you're no good at does not
47:14
mean you will trust each other trust the
47:15
sense of trust comes from the sense of
47:18
common values and common beliefs I can
47:20
prove it how many of you are from New
47:23
York
47:26
okay bunch of you are you friends with
47:27
everybody in New
47:29
York why not why not but when you go to
47:31
Los Angeles and you meet someone from
47:34
New York you're like hey I'm from New
47:36
York and your best
47:37
friends right and when you go to France
47:39
you there you are in the Paris Metro
47:41
minding your own business and you hear
47:43
an American ACC behind you and you turn
47:45
around you say hey where you from they
47:47
say Los Angeles you're like hey I'm from
47:48
New York and your best
47:50
friends because when you're surrounded
47:52
by people who don't believe what you
47:54
believe when you're in a strange
47:55
environment where you don't feel
47:57
comfortable you look for anyone who may
47:58
share some of the same values and
48:01
beliefs that you have and you start to
48:02
form a very real and very intense bond
48:04
with them simply because you know that
48:06
they have a basic understanding of how
48:08
you grew up of the things that you care
48:10
about of the life that you live back
48:11
home well the same is true when we go to
48:13
work do we want to go to work with
48:16
people who understand us who believe
48:18
what we believe who have a similar view
48:19
of the world it has nothing to do with
48:20
their opinions and the differences that
48:22
we share that's good that's called
48:23
diversity that's called advantage to
48:25
problem solving which is we can all look
48:27
at the same thing from a different angle
48:28
and come up with Solutions what I'm
48:30
talking about is why should you help
48:32
each other in the first place what are
48:33
you in pursuit of now the question is is
48:35
what creates that sense of values and
48:39
beliefs what creates that sense of trust
48:40
right our very human instinct we know
48:43
how to find people who believe what we
48:45
believe our our our our survival depends
48:47
on it we're we're biologically gifted
48:50
with this idea if I ask you to go out in
48:52
the street and find all the people who
48:54
believe what you believe you know
48:56
exactly what to do you're going to
48:58
strike up conversations you're going to
48:59
start talking to people and E either
49:01
you'll have a good feeling about them or
49:03
you won't either you'll have chemistry
49:05
whatever that means or you don't
49:08
sometimes it's quick sometimes it's slow
49:10
but we know how to do it it's called
49:13
making friends it's called dating it's
49:14
called networking we have the innate
49:16
ability to do it true story there was a
49:18
former under Secretary of Defense who
49:22
invited to give a speech at a large
49:25
conference about a thousand people and
49:27
he was standing on the stage with his
49:30
cup of coffee and a styrofoam cup giving
49:32
his prepared remarks with his PowerPoint
49:36
behind him and he took a sip of his
49:37
coffee and he smiled and he looked down
49:40
at the coffee and then he went off
49:42
script and he said you know last year I
49:44
spoke at this exact same conference last
49:47
year I was still the under secretary and
49:50
when I spoke here last year they flew me
49:53
here business class and when I arrived
49:56
at the airport there was somebody
49:58
waiting for me to take me to my hotel
50:00
and they took me to my hotel and they
50:02
had already check me in and they just
50:04
took me up to my room and the next
50:05
morning I came downstairs and there was
50:07
someone waiting in the lobby to greet me
50:10
and they drove me to this here same
50:12
venue they took me through the back
50:13
entrance and took me into the green room
50:16
and handed me a cof cup of coffee in a
50:18
beautiful ceramic cup he says I'm no
50:21
longer the under secretary I flew here
50:24
coach I took a taxi to my hotel and I
50:27
checked myself in when I came down the
50:30
lobby this morning I took another taxi
50:32
to this venue I came in the front door
50:35
and found my way backstage and when I
50:38
asked someone do you have any coffee he
50:40
pointed to the coffee machine in the
50:43
corner and I poured myself a cup of
50:44
coffee into this here Styrofoam cup he
50:47
says the lesson is the ceramic cup was
50:51
never meant for me it was meant for the
50:54
position I held I deserve a styrofoam
50:57
cup remember this as you gain Fame as
51:01
you gain Fortune as you gain position
51:06
and seniority people will treat you
51:09
better they will hold doors open for you
51:11
they will get you a cup of tea and
51:14
coffee without you even asking they will
51:16
call you sir and ma'am and they will
51:18
give you stuff none of that stuff is
51:20
meant for you that stuff is meant for
51:22
the position you hold
51:25
it is meant for the level that you have
51:27
achieved of leader or success or
51:28
whatever you want to call it but you
51:31
will always deserve a styrofoam
51:33
cup remember that remember that lesson
51:38
of humility and gratitude you can accept
51:41
all the free stuff you can accept all
51:44
the perks absolutely you can enjoy them
51:46
but just be grateful for them and know
51:49
that they're not for you I remember
51:51
getting off the asella
51:54
I took the asella from New York to
51:57
Washington DC and I got off the train
51:58
like everybody else and I was walking
52:01
down the platform like everyone else and
52:03
I walked past general Nordy Schwarz who
52:06
used to be the chief of staff of the
52:11
United States Air Force the head of the
52:13
Air Force and here I did you see a guy
52:15
in a suit schlepping his own suitcase
52:18
down the platform just like me and just
52:21
a couple months ago he was flying on PR
52:24
private jets and at an Entourage and
52:26
other people carried his luggage but he
52:28
no longer held the position and so now
52:30
he got to drag his own suitcase and
52:33
never did it sort of remind me more that
52:35
none of us deserve the perks that we get
52:38
we all deserve a styrofoam cup
52:40
歌词与翻译
[中文]
有些人看到他们想要的东西
，有些人看到
阻止他们得到他们想要的东西
，就好像整个
一代人站在
山脚下，他们确切地知道他们
想要什么，他们可以看到山顶，他们
看不到的是山上的人们把
哈雷戴维森标志放在身上，
说出关于谁的信息他们是
企业标志不是 Proctor，
任何人手臂上都纹身的赌博
激情是你的感觉，嗯
你可能会免费做这件事，你
知道，你不敢相信有人付钱
你来做这件事，他是一位作家演讲者和
顾问，撰写有关领导力和
管理的文章，他加入了兰德公司2010 年的
公司，他为
军事创新和规划提供建议，他
以推广
黄金圈的概念而闻名，并首先解释为什么
他是西蒙愤世嫉俗的人，这是我对
他成功规则
的十大规则的看法 六是我个人最喜欢的，让
一定要坚持到底
一些特别的奖励剪辑，并且
总是如果西蒙说的话
真的引起你的共鸣，请
把它写在下面的评论中，并
在它周围加上引号，这样其他人就可以
受到启发
好吧，让我给你讲一个故事，所以我们是
我和我的朋友，我们去跑步
在中央公园，公路跑者
组织呃，周末他们
举办比赛，在比赛
结束时很常见，他们会有赞助商
赠送一些苹果或
百吉饼或其他东西，在
特定的一天，当我们到达
跑步结束时，有一些免费的百吉饼，
他们在
一侧设置了野餐桌一群志愿者在
桌上放着几盒百吉饼，在
另一边是一长串跑步者
等待领取免费的
百吉饼，所以我对我的朋友说让我们
买一个百吉饼吧，他看着我说
啊，队伍太长了，我说免费
百吉饼，他说我不想在队列中等待
，我想免费
百吉饼，他说不，我们也来吧
很久，就在那时我意识到
看世界有两种方式，一些
人看到了他们想要的东西，而
一些人看到了阻止
他们得到他们
想要的东西的东西，我只能看到百吉饼，他
只能看到
队伍，所以我走到了队伍
我靠在两个人之间，把我的
把手放在盒子里，拿出两个
百吉饼，没有人生我的气，因为
规则是你可以追求任何东西
你想要的东西你只是不能拒绝任何人
否则现在就去追求他们想要的任何东西
我不得不牺牲选择，我没有
来选择我要买的百吉饼，我得到了
我拿出的任何东西，但我没有
等待排队，所以重点是你
不必排队，你不必
必须像其他人那样做
你可以按照自己的方式做，你可以
打破你无法进入的规则
别人得到他们想要的东西的方式
这是第一条规则
在压力下执行，无论是
我还是其他人都是一样的你知道
我和其他人有同样的压力
有时间有表现有
财务我的意思是你知道有
最后期限我的压力不是独一无二的嗯
情况可能不同或者你
知道但是每个人都有相同的
种压力嗯但是我发现
或者我发现令人着迷的是
对如果让
我解释一下，那么去年夏天我正在观看
奥运会，我的刺激
惊讶于问题如此糟糕
，记者会问所有
运动员，而且他们几乎总是问
同样的问题，他们是要
呃比赛还是比赛后
你紧张，对吧，所有
运动员都没有，我
意识到并不是他们不
紧张，而是他们对
的解释我的意思是
当你紧张时会发生什么
你的心率开始上升
你知道你有点
紧张你有点出汗吧
你对即将发生的事情有预期
我们将其解释为我很紧张
现在兴奋的解释是什么
你的心率开始上升你变得
你正在期待即将发生的事情
你会有点紧张，
都是同样的事情，都是同样的刺激
除了这些运动员，这些
奥运级别的运动员已经学会了
相互解释
我们其他人会说的刺激，就像
兴奋一样，他们都说同样的话，不
我不紧张，我很兴奋，所以我
实际上练习了它，只是为了在我开始紧张时告诉
自己
这是兴奋，是的，你知道，所以
当你在
一大群观众面前演讲时，有人说
你感觉怎么样，我说有点紧张
现在当有人说你感觉怎么样
我实际上很兴奋
它来自于告诉自己
不不不，这是兴奋
，后来它变得有点自动
嗯，但是通过将你的身体
非凡的事情，嗯，这真的很有效
，这是一种
体验解释为兴奋而不是
神经来处理压力
它让你想要冲刺
前进而不是后退
这与我谈论的经历是一样的，所以
许多聪明、雄心勃勃、理想主义、勤奋的孩子，他们
...
大学刚毕业，他们就在
入门级工作，我会问他们
进展如何，他们会说我认为我
要辞职，我想他们为什么对我说
我没有产生影响，我就像
你知道你在这里已经8个月了
对，他们对待
满足感甚至爱情就像
寻宝游戏，就像你
寻找我的千禧一代朋友一样，他们
经历了很多工作，他们要么
被解雇，我的意思是这是
相互的，要么他们辞职，因为
他们没有产生影响或他们
没有找到他们想要的东西
因为他们没有感到满足，就好像
这是一场寻宝游戏，喜欢你的工作
从中找到快乐的不是你
发现它不像我在这里找到了爱
而是我找到了一份我喜欢的工作，但不是
这两件事是如何运作的
都需要你所爱的努力工作
因为你生命中的每一
天都非常努力地工作，以保持对你的爱
找到一份能给你带来终极快乐的工作
因为你每天都努力工作
为你和你周围的人服务
坚持认为快乐这不是一个发现
但问题是这种
不耐烦的感觉，就好像整个
一代人都站在一个
山，他们确切地知道他们
想要什么，他们可以看到山顶，他们
看不到的是山，这个巨大的
不可移动的物体，并不意味着你
必须做你的时间，这不是我的
谈论乘坐直升机爬升，我
不在乎，但仍然有一座山
人生职业成就关系
船是
旅程的问题在于，整个
一代都有一种制度化的
不耐烦感，他们是否有
耐心地踏上通往
的旅程，保持爱，感到满足或做
他们只是退出并进入下一个垃圾场
，然后进入下一个鬼魂，进入下一个
。在18
世纪，有一种东西在欧洲传播
，并最终
传播到美国，称为珀尔
热病，也称为
产床黑死病，基本上发生的事情是
妇女正在分娩，她们会在产后 48 小时内
死亡
这种分娩黑死病是对欧洲的
蹂躏，并且在
越来越严重，在一些
一个多世纪的时间里，情况变得越来越严重，
医院，高达 70% 的
分娩妇女会因分娩而死亡
，但这是
文艺复兴时期，这是
经验数据和科学的时代，我们
抛弃了传统和
神秘主义之类的东西，这些都是科学家
这些是医生，这些医生和
科学家想要研究和尝试
，找到产床黑死病
的原因，所以他们开始工作
学习，他们会研究
...
死亡的妇女的尸体，早上他们会
进行尸检，然后在
下午他们会去接生
个婴儿并完成查房，
直到 1800 年代中期
奥利弗·温德尔·霍姆斯博士
最高法院法官奥利弗·温德尔
霍姆斯的父亲才意识到
医生在
早上进行尸检的所有
，他指出了这一点并说
下午生下婴儿之前都没有洗手
伙计们，你们忽略了
问题，他们忽视了他并称
他疯了长达30
年，直到最后有人意识到
如果他们只是洗手
它就会消失离开，这正是
发生在他们开始消毒
他们的仪器并洗手
手时，儿童床的黑死病
消失了，我的观点是这里的教训
有时你就是问题
我们最近
看到这种情况发生在我们的新科学家和
经验呃研究人员以及这些
金融领域的人身上，他们比我们其他人
更聪明，直到事情发生
崩溃了，他们把责任归咎于除了自己以外的一切
，我的观点是
对自己的行为负责
你可以为你做对的事情承担世界上所有的功劳
，只要你做对的事情
同时你也为你做错的
事情承担责任，这一定是一个
平衡的等式，你不能以一种方式得到它，而不是你可以采取的另一种方式
...
当你承担责任时也获得荣誉
我在
Microsoft 的教育峰会上发表了演讲 我也在 Apple 的教育
峰会上发表了演讲 在
的教育峰会上 在
Microsoft 的教育峰会上发言 我想说，70% 的
高管在他们的
演讲中花了大约 70% 的时间谈论如何在 Apple 教育峰会上击败
Apple
100% 的
高管在他们的
演示中花费了 100% 的时间讨论如何帮助
教师教学以及如何帮助学生
了解一个人以这种方式进行游戏，一个人以
方式进行
方式，其中一个人以有限方式进行游戏，而另一个人以
方式进行无限猜测，哪个人
会让
感到沮丧，因此在我在
Microsoft 的演讲结束时，他们给了我一份礼物，他们给了我
新的 Zoom，当时它还是
的东西，让我告诉你，这东西
壮观，这是我用过的最优雅的
技术
用户界面令人难以置信，设计
非常壮观，我非常喜欢它
易于使用，明亮，
华丽，但愿它不起作用
iTunes 这是一个不同的问题，所以我
无法使用它，但它
令人惊叹且优雅，我知道它很优雅
所以我坐在出租车后座
和一位非常高级的苹果高管
的 12 号员工，
你知道我喜欢搅拌锅，所以我转向
他 我说你
知道微软给了我他们新的
变焦和它比你的
iPod
touch 好多了，他转向我说我
毫不怀疑对话
因为无限玩家明白
有时你领先，有时
你落后，有时你的产品
更好，有时更糟糕 目标
并不是每天都是最好的，目标
也不是要超越超越你的竞争对手
每天，这是一个有限的结构
如果我对微软说，我有
新的 iPod touch，它比你的 Zoom 好得多
他们会说可以
我们看看它有什么作用反应反应
反应反应 有限玩家玩游戏是为了
击败周围的人
无限玩家玩游戏是为了比
自己更好每天醒来
并说我们怎样才能让我们的公司成为今天比昨天更好的
版本
我们如何才能在本周创建一款比我们上周创建的
产品 我们还
产品更好的
必须玩无限游戏 这不是
排名第一 这不是
在 Twitter 上拥有比你的朋友更多的关注者
这不是关于
超越任何人，而是关于如何超越
自己，这不是关于比
书籍或获得更多的 Ted 观看次数，而是关于如何在成为竞争对手之前
其他人销售更多的
确保您正在制作的作品
比您制作的作品更好
，并且
是确保您留在游戏中的原因
最长，这可以确保您
找到
快乐，因为快乐不是来自
比较，而是来自进步
当你处于最佳状态时，当我
周围都是相信我所相信的人时，我处于最佳状态
我知道这看起来很愚蠢，但是嗯，我非常努力
非常努力地整理你
知道的牌组，让自己处于
力量的位置，所以例如，你知道
昨天有人问我有
你你知道
订婚我自己心里想，我
不是真的，但这不是因为我
某种天才或任何东西
任何类似的东西，而是因为我堆积了
套牌，这是因为我想在那里
我想和那些想要我的人在一起
换句话说，如果我是某人的
第 10 个选择，就像你知道的那样，我
可能会拒绝
嗯，而如果我是他们的第一选择
，他们真的希望我在那里，所以我
更有可能获得良好的参与
他们支持我，我支持他们中的
，所以嗯，是的，当我
选择一个环境中
准备好牌时，我处于最佳状态
我的优势所在，纳尔逊
班德拉是领导力世界中一个特别特殊的案例
研究，因为他
被普遍认为是一位伟大的
领导者，你可以采用其他人物
，并且根据你所在的国家，我们
对其他
人物有不同的看法，但纳尔逊·曼德拉在
世界各地被普遍认为是
伟大的领袖，他实际上是
一位部落酋长的儿子，有一天，他被问到
天，你是如何学会成为一位伟大的
领袖的，他回答说，他会和父亲
一起参加部落会议，
当他的父亲
与其他长老会面时，他记得两件事：他们
总是围成一圈坐成一圈，而
两个他的父亲总是最后一个
说话，你的一生都会被告知
你需要学会倾听 我会
说你需要学会成为
最后发言的人 我在董事会中每天都看到这样的情况
即使是那些
自认为是好领导者、可能
实际上是体面领导者的人，也会
走进一个房间并说这就是问题
这是我的想法，但我对你的观点感兴趣
让我们在房间里转转
在每个人都
观点的技能有两件事，一是给
发言之前保留自己的
其他人感觉他们
已经被听到，它给每个人
另外一种感觉自己已经
做出了贡献的能力，二是你得到了好处
听到其他人必须
在你表达你的意见之前思考
技能实际上是
如果你同意某人的观点，请自己保留自己的观点
如果你不同意，请不要点头
有人不会点头，只是坐在那里
接受一切，你
唯一可以做的就是提出问题，以便
你可以理解他们的意思以及
为什么他们有这样的观点
你必须从他们的立场出发
说出为什么他们有自己的观点
不只是他们所说的，
最后你会得到你的
回合，这听起来很容易，这不是练习
最后一个发言，这就是
纳尔逊·曼德拉所做的每一个决定，我们
作为个人或
组织在生活中做出的每一个决定都是
沟通的一部分，这是我们表达
关于我们是谁的方式我们
相信这就是为什么真实性很重要
这就是为什么你必须说和做
你真正相信的事情，因为你所说的
事情和你做的事情都是象征
你是谁，我们寻找这些象征，这样
我们可以找到那些相信我们的人
相信我们的生存取决于它
所以如果你发布虚假的象征
你会吸引人们对这些符号
，但你无法与
他们建立信任，这就是泰格·伍兹对我们所做的
他撒谎了，他撒谎了，他告诉了我们他
认为我们想听的话，这
很棒，我们被它吸引了，
我们所有喜欢
类好人想法的人都被它吸引了
，直到我们发现它是一个谎言，他本可以
成为海湾的坏孩子，他本可以
获得所有相同的认可，
拥有出色的职业生涯，并且仍然
被誉为
我们这个时代最伟大的运动员之一，但他没有选择撒谎
祝你好运，再次建立信任老虎，我们
不相信你，我们不相信你的
目标，如果
推出一些东西你说你所相信的，你所做的
你相信你会吸引那些
相信你所相信的人。如果你去
你的一位朋友，你对你的一位
朋友说你希望我如何
穿着这样你会更喜欢我
你希望我如何称呼你你
希望我如何说话
这样你会喜欢我
更正确的是，你的朋友会
看着你，就像你在说什么
来吧，来吧，来吧
我应该穿什么，这样你会发现我
更有吸引力，你希望我如何
与你说话，这样你就会喜欢我
，你的朋友会告诉
你只要做你自己，这就是我喜欢
你的原因，我不只是现在做你自己想想
我们在行业做什么
我们做市场调查，我们出去
我们问客户什么样的
东西我们应该采用什么风格
和你说话我们应该如何装饰
我们自己你被什么样的东西吸引
这样我们就可以做这些事情
这样你就会更喜欢我们，就像
荒谬，这同样荒谬
组织应该说和做
他们真正相信的事情，并且他们
会吸引那些相信
他们所相信的事情的人，或者他们可以选择撒谎
，只要有丝毫迹象表明他们
可能在撒谎，就会产生愤世嫉俗的情绪，
人们开始说我不确定我是否可以
信任这些人，因为他们所说和所做的所有事情都没有
很多一致性，这意味着他们无法
...
有一个非常好的想法。坚定的信念，否则他们
对我撒谎，我们称之为不真实
向其他
人询问我们应该成为什么样的人的整个过程是不真实的
这对我来说很搞笑，我们所做的所有这些
定位研究本质上都是
我们将进行一项研究，从人们那里找出
，这样我们就可以更加真实
就是这样
搞笑地说、做你真正相信的事
以及你提出的符号
你说的话和做的事
你做的那些红帽是
人们可以找到你的方式，你作为设计师有
的能力，就是创造
这些符号，并允许人们使用
这些东西来表达他们
他们为公司工作的人
客户为您所相信的人工作
他们
所相信的事物会出现并感觉自己是
比自己更伟大的事物的一部分，而您的
部分是将他们所相信的内容融入到
图片、文字、符号和
图形中，以便其他人可以使用
这些东西来说明自己
他们是谁
人们将哈雷戴维森标志贴在上面
他们的身体来表达一些关于谁的信息
他们是公司标志，不是 Proctor
和赌博纹身在任何人的
手臂上，因为哈雷的意思是他们
代表某种东西，人们把这个
纹身纹在那里，不是为了告诉你
他们拥有一辆摩托车，他们把这个
纹身纹在那里，是为了告诉你一些关于
他们自己的事情，你见过任何人带着
使用 Mac 笔记本电脑贴上贴纸
那个美丽闪亮的苹果永远不会
会
发生，那么你怎么知道我是谁
你见过有人破坏电脑
拿出Windex来清理他们的
电脑Mac
人们见过肮脏的Mac
不存在不存在为什么因为
这就是我，这些是我们使用的符号
这些公司在
他们相信什么，他们
在做事方面遵守纪律，
他们在做事上保持一致，
他们所说的一切和他们
所做的一切都是
价值观和信念的象征，我们使用这些符号
来说明我们是谁，我们
周围都是这样的人、
产品和品牌
关于我们
是谁，以及当我们能找到那些
相信我们所相信的事情的人时，我们会奇怪地
被他们吸引，因为我们的生存
取决于我们需要它，所以
你能给予自己的越多，你就越多
你能给予你所相信的越多
你可以用纪律说
，并做你真正的事情
相信奇怪的事情开始发生
你的想法是什么，你的
寻找和建立
激情的方法是什么激情不是一个
可操作的词，这是正确的你知道
那些做
他们热衷的事情的人会做得更好，但是
这不是有用的建议嗯，所以
问题是激情从何而来
嗯激情激情是一种结果 激情是一种
能量 嗯激情是你
当你从事某件事时的感觉
你热爱激情是你
有的感觉，嗯你可能会免费做这件事
你知道，你不敢相信
有人付钱给你去做你知道嗯
我认为我们错误地认为激情是
我们在私人生活中所做的事情，但是
你知道在我们的网站中不应该这样做
以职业生涯为例，我坚定
相信你就是你自己，并且
任何说我在家里
与工作时不同的人，在你撒谎的两个
地方之一，目标是
让你在家里和
所做的一切都成为让你兴奋的事情
这样做，你如何找到
你兴奋地做好的事情实际上
比你想象的要容易
你喜欢做的事情是什么
你会免费做的事情
你知道如何重新创造那种感觉
并为此获得报酬所以我周末做的
件事是什么，我
爱嗯，我非常热衷于艺术
世界我喜欢去博物馆和
画廊，但我喜欢去看舞蹈和
表演，因为我想看看
其他人如何诠释世界，因此
激发了我新想法新想法
看待世界的新方式是
我私下感兴趣的事物，我
寻找它并为此付费
所以这是否意味着我必须在艺术领域拥有
职业生涯
不，这意味着我必须有一份职业
，在那里探索新的想法，
人们正在试验和尝试
的事情，而我必须探索新的
想法并尝试新的事情，我就像
每天上班一样兴奋
你知道，在
周六晚上做点什么，所以
找到你的激情的想法很讽刺
很简单，因为你有时应该做
你
喜欢的事情
你喜欢的事情是什么，然后你喜欢的事情
你爱的人是谁
他们都有什么
共同点是什么 当事情没有按照我们假设或更好的方式发展时，你如何解释
...
当其他人能够
时，你如何解释实现似乎违背所有
个假设的事情，例如为什么是
苹果年复一年地如此创新
年复一年，他们
比所有竞争对手都更具创新性
，但他们只是一家计算机公司
他们就像其他人一样，
对相同的人才有相同的访问权
相同的机构相同的顾问
相同的媒体那么为什么他们
似乎有一些
不同的东西为什么马丁·路德
金领导了民权运动，他
并不是唯一一个在
前权利美国遭受苦难的人，他当然
也不是当今唯一伟大的演说家
为什么他以及为什么 wri
兄弟能够弄清楚
控制动力载人飞行，而
当然还有其他团队
更合格，
资金更多，而且他们没有实现动力
人类飞行，兄弟击败了他们
，还有其他东西在起作用
大约3又1/2年前，我有了一个
发现，这个发现深刻地
改变了我对
世界如何运作的看法，甚至深刻地
改变了我在
[音乐]
中的运作方式事实证明有一种模式
事实证明世界上所有伟大和鼓舞人心的
领导者和组织
无论是苹果还是马丁·路德·金
还是R兄弟，他们都认为行为和
沟通方式完全相同，而
与其他人完全相反
我所做的就是将其编入法典，这
可能是世界上最简单的想法
称其为黄金
[音乐]
圈出为什么这个小想法
解释了为什么一些组织和一些
领导者能够在其他人
不让我做的事情上激励他人
快速定义术语 地球上的每个人每个
组织都知道他们在做什么
...
100% 的人知道他们是如何做到的
您将其称为您的差异化价值
主张或您的专有流程
或您的 USP，但很少有人或
组织知道他们为什么要做他们
所做的事情，以及为什么我不想赚取
利润，而结果总是
结果，为什么我的意思是你的目的
你的原因是什么，你的信念是什么
你的组织
存在为什么你起床
早上，为什么每个人都应该关心
因此，我们的思考方式
我们的行动方式和沟通方式都来自于
外部，很明显，我们从
最清晰的事情变成了最模糊的事情，但是
受启发的领导者和启发者或
受启发的组织，无论
无论其规模如何，无论其行业如何
都认为行动和沟通是从外部出发的
由内而外
让我给你举个例子 我使用苹果
因为它们很容易理解，而且
如果苹果像这样的话，每个人都会明白
来自其他人的营销信息
他们可能听起来像这样：我们制造了伟大的
计算机，它们设计精美
使用简单，用户友好想要
购买
一个我，这就是我们大多数人的方式
沟通，这就是大多数营销的方式
这就是大多数销售的方式，
这就是我们大多数人沟通的方式
在人际交往中，我们说我们所做的事情
我们如何与众不同，或者我们如何做得更好
我们期望某种行为
购买投票之类的东西
这是我们的新律师事务所，呃，我们有
最好的律师事务所我们最大的客户的律师
你知道吗，我们总是为我们的
客户做生意。这是我们的
新车，它的油耗很高，
你知道我们车旁有真皮座椅，但是
这并不鼓舞人心，这就是苹果
实际上
传达我们所相信的一切
，挑战我们相信
的思维现状的方式。不同的是
我们挑战现状的方式是
通过使我们的产品精美
设计简单易用且用户友好
我们只是碰巧制造了出色的计算机
想要购买
一种完全不同的权利，你准备好了
从我这里购买一台计算机，我所做的只是
颠倒了信息的顺序
它向我们证明的是，人们
不买你做的东西 人们买你为什么
这样做 人们不买你做的东西 他们
购买你这样做的原因，这解释了为什么
在座的每个人都
非常乐意从 Apple 购买计算机
，但我们也非常
很乐意从
Apple 购买 MP3 播放器、从 Apple 购买手机或从 Apple 购买 DVR
但正如我之前所说，Apple
只是一家计算机公司，没有任何
在结构上将它们区分开来
与任何竞争对手相比，他们的
竞争对手都同样有资格
制造所有这些产品，事实上他们
几年前就尝试过 Gateway 推出了
平板电视，他们非常有
有资格制造平板电视
他们一直在制造平板显示器
多年来没有人购买
[音乐]
和
戴尔 戴尔推出了 MP3 播放器和
pda，他们生产优质的
产品，他们可以生产完美的
设计精良的产品，但没有人购买
事实上，现在我们
甚至无法想象从戴尔购买 MP3 播放器
为什么你会从计算机公司购买 MP3
播放器，但我们每天都这样做
人们不买你
他们买什么 你为什么这样做 目标是
不与任何人做生意
每个需要你所拥有的东西的人
目标是与
相信你的人
相信的人做生意
我告诉你的是我的观点
一切都基于生物学
而不是心理学生物学，如果你看看一个
从上往下看
的人脑横截面，您看到的是
人类大脑实际上分为
三个主要组成部分，与黄金圈完美关联
我们的
最新大脑 我们智人的大脑
新皮质对应于
级别
新皮质负责所有
我们的理性和分析思维以及
语言两部分组成
我们的利米克大脑和我们的利克大脑
负责我们所有的感受，例如
信任和忠诚，它还负责
所有人类行为、所有
决策，并且它没有
语言能力，换句话说，当我们
从外部以是的方式交流时
人们可以理解大量
复杂的信息，例如特征
以及利益、事实和数字
当我们
从内而外沟通时，我们
直接与控制行为的
大脑部分交谈，然后我们
允许人们用我们所说和所做的
有形的事情来合理化它，这就是
直觉决定的来源，你知道
有时你可以向某人提供所有
事实和你的数字，他们说我
知道所有事实和细节说的
，但感觉不对
我们为什么使用那个感觉不对的动词
，因为
控制决策的大脑部分不控制
语言，而我们能召集起来的最好的
是我不知道它只是感觉不对
，或者有时你说你
用你的心引导，或者你
用你的灵魂很好地引导，我讨厌
把它打破给你，那些不是其他身体的
部分控制你的行为，这都是
发生在你的大脑中，控制
部分，但如果
决策而不是语言的大脑的
你不知道你为什么做你所做的事情
人们会回答你为什么做
你所做的事情，那么人们会如何
你让人们投票给你
你或从你或更多人那里购买东西
重要的是要忠诚，并希望成为你所做的事情的
一部分
再次，目标不仅仅是向需要你的东西的
人出售，目标
是向相信你的东西
的人出售相信我们的目标不仅仅是雇佣
需要工作的人，而是雇佣
相信你所相信的人，我
总是说你知道，如果
你雇佣人只是
因为他们可以做某项工作，他们会为你的钱工作
但如果你雇佣
相信你所相信的人，他们会用心血和汗水为你工作
眼泪
，没有其他地方有一个
比R
兄弟更好的例子，大多数人不知道
塞缪尔·庞特·兰利(Samuel Pont Langley)，早在
20世纪初，对
动力载人飞行的追求就像
的.com，那天每个人都在尝试，
塞缪尔·庞特·兰利(Samuel Pont Langley)拥有我们假设的
我的意思是，即使
现在你问人们为什么你的产品
或者为什么你的公司失败了，人们
总是给你相同的排列
相同的三件事
资本化错误的人糟糕的市场
条件总是相同的三件事
所以让我们探索塞缪尔·庞特
兰利在战争中获得了50,000美元
部门搞清楚这个飞天
机器钱没问题，他在哈佛担任
席位，并在
史密森尼学会工作，关系非常好
他知道
的所有大型矿山，那天他雇佣了钱
能找到的最好的矿山，而且市场条件
非常棒，《纽约时报》
到处跟着他，
每个人都支持他兰利以及如何
我们从来没有听说过塞缪尔·皮·庞特
兰利，在几百英里外的
代顿
俄亥俄州奥尔特和威尔伯·赖特，他们没有
我们认为的
成功秘诀，他们没有钱
他们用自行车店的
收益来实现自己的梦想，而不是右兄弟中的
单身人士
团队甚至没有接受过大学教育
奥维尔或威尔伯和《纽约时报》
跟随他们
没有什么区别，奥维尔和
威尔伯是被一种
目的的信念驱使的，他们相信，如果
他们能弄清楚这架飞行的
机器，它将改变
世界的进程塞缪尔·庞特·兰利不同
他想变得富有，他想成为
出名，他在追求结果
他在追求财富，瞧
看看发生了什么，那些
的人
相信正确的兄弟的梦想
与他们一起工作，用鲜血和
汗水和泪水而其他人只是为了薪水而工作
，他们讲述故事
每次正确的兄弟
外出时他们如何必须带五
套零件，因为这是他们
次，最终在 1903 年 12 月 17 日
来
吃晚饭之前会坠毁的
R 兄弟起飞了，没有
人在那儿体验它，我们
几天后
发现了这件事，进一步证明兰利
的动机是在
正确的兄弟起飞的那一天，他退出了，他
本可以说这是一个了不起的
发现者现在将改进
你的技术，但他没有
首先他没有致富，他没有
出名，所以他退出了人们不买
你做什么，他们买你为什么这样做，如果你
谈论你相信你会做的事情
吸引那些相信你的人
深信不疑的原因
吸引那些相信你的人
相信所谓的
创新扩散法则，如果你不
了解该法则，你肯定知道
术语
我们人口的前2%半是我们的创新者
我们人口的 接下来的13%半
是我们的早期
采用者接下来的34%是你的早期
多数你的晚期多数而你的
落后者，这些人
购买按键式电话的唯一原因是因为你
买不到旋转式电话
了，我们都坐在
不同时间的不同位置，但是
创新扩散定律告诉我们
，如果你想在大众市场取得成功
或大众市场接受一个想法，你
就无法拥有它，除非你实现了这一点
15% 到 18% 市场之间的临界点
渗透率，然后是系统提示和
我喜欢询问企业您的新业务的
转化率是多少，他们喜欢
自豪地告诉您哦，大约是 10%
好吧，您可以绊倒超过 10% 的
客户，我们大约有 10% 的客户只是
明白了，就是这样我们对他们的描述是正确的
，这就像直觉，哦，他们
明白了，问题是你如何
找到那些在
你与他们做生意之前就明白了的人，与
那些不明白的人，所以这就是
这里的这个小差距，你必须
弥合，因为杰弗里·摩尔（Jeffrey Moore）跨越了
鸿沟，因为你看到了早期
大多数人不会尝试某件事，直到
其他人先尝试过，
这些人是创新者和早期
采用者，他们愿意做出
那些直觉决定，他们更
愿意做出那些直观的
决定，这些决定是由他们
对
世界的信念驱动的，而不仅仅是
可用的产品，这些人是坚持不懈的人
在线 6 小时购买 iPhone pH
当他们第一次问世时，你可以
在接下来的
周走进商店，买了一个现成的，这些
是那些在他们第一次问世时花了40,000美元购买平面
屏幕电视的人，甚至
，尽管技术
不合格，顺便说一句，他们没有
这样做，因为技术是如此
伟大，他们为自己做了
因为他们想成为第一人
他们不会买你做的事 他们买的原因是你
这样做，而你所做的只是证明了
你
相信的事情 事实上人们会做
的事情来证明他们所相信的事情
人们在前 6 小时内第一个购买 iPhone 的
或排队
排队 6 个小时是因为他们相信
...
他们希望每个人都看到他们
首先人们不买你做的事情
他们为什么这样做所以让我给你举个
一个著名的例子，一个著名的失败和一个
扩散定律的著名成功
创新首先是著名的失败
这是一个商业例子，正如我们前一秒所说的
...
成功的秘诀是金钱和合适的人
和合适的标记条件对
你应该取得成功，然后看看太
从太出来大约八年
或n年前到今天，他们
是市场上质量最高的产品
毫无疑问
他们资金非常充足
市场条件太棒了我的意思是
我们使用too作为动词我太东西了我的
一段垃圾时间或 DVR 所有
[音乐]
时间，但也是商业失败
他们从来没有赚钱
当他们首次公开募股时，他们的股票
约为 30 或 40 美元，然后暴跌
而且它的交易价格从未超过 10 事实上，我
认为它的交易价格甚至没有高于六个
，除了几个小尖峰
因为你看，当太推出他们的
产品时，他们告诉我们他们拥有什么
他们说我们有一种产品，可以暂停
直播电视、跳过广告、倒带直播
电视并记住您的观看习惯
甚至不需要您
询问，愤世嫉俗的大多数人说我们
不相信您，我们不需要它，我们
不喜欢您吓唬
我们如果他们说，如果你是
那种喜欢完全
控制生活各个方面的人
我们有一款适合你的产品吗
暂停电视直播跳过广告
记住你的观看习惯等
人们不会通过你所做的事情他们通过
你为什么这样做以及你所做的事情
作为你所相信的证据
现在让我给你举一个成功的例子
...
创新的扩散法则
1963 年夏天 250,000 人出现在华盛顿的
购物中心聆听 King 博士
的演讲，他们没有发出
邀请，也没有网站可以
检查日期，你如何做到这一点
King 博士并不是唯一的人美国的人
谁是伟大的演说家，他
不是唯一一个
在美国
的权利中遭受苦难的人，事实上他的一些想法很糟糕，但他
有一种天赋，他没有到处告诉
人们美国需要改变什么
他到处告诉人们什么
他相信我相信我相信我
相信他告诉人和
相信他所相信的人采取了他的事业
，他们把它变成了自己的，他们告诉
人和其中一些人呃
创建了结构来向更多的人传播信息
，你瞧
有250,000人出现在正确的
天在正确的时间听到他讲话
其中有多少人出现了
[音乐]
他
零，他们为自己展现了
他们对美国的信念
让他们乘坐公共汽车旅行8小时
在华盛顿站在阳光下，因为
八月中旬，这是他们
所相信的，这与黑人
与白人无关，25%的观众是
白人金博士认为，这个世界上有
两种类型的法律，
由更高的权威制定
权威和那些由人
制定直到所有由人类制定的法律
与上级制定的法律
一致，我们才会
生活在一个公正的世界中，而恰巧
民权运动是
帮助他实现
事业的完美工具，我们追随他不是为了他
而是为了我们自己，顺便说一句
他发表了《我有一个梦想》演讲，不是为了他
我有一个计划好的
演讲，现在听政客们的
他们全面的12点计划
他们不会激励
任何人，因为有领导者，
领导领导者的人拥有
权力或权威的职位，但领导者的
激励
我们，无论他们是个人还是
组织，我们追随那些领导者
不是因为我们必须这样做，而是因为我们
希望我们追随那些不是为了
他们而是为了我们自己的人
，而是那些从为什么
有
能力激励周围人或
找到激励他们周围的人的人，谢谢
非常
非常感谢你们观看
我制作这个视频是因为莱克斯·范德（Lex Vander）
赫里克问我，如果您希望我接下来
企业家，请将其留在下面的
介绍一位著名的
评论中，我会尽我所能
我也想知道今天哪个片段
最能引起您的共鸣
西蒙说的话对您的生活
影响最大
...
观看此视频后，请保留您的生意
在下面的评论中，我将
加入讨论，非常感谢
观看我相信你，我希望你
继续相信自己，
无论你的一句话是多么的爱，我都会
见到你
很快决策嗯是一个过程
对了，问题是什么过滤器
你做决定时你是否
根据财务状况做出决定
奖励是你根据
工作的难易程度做出决定，我的意思是我
记得在大学里，你知道他们会
给你这本书，其中所有
学生都会对课程进行评分，他们
会评价诸如
课程的难易程度以及你如何知道自己有多少
他们喜欢教授，你知道
第一年我选择的所有课程都是基于
关于工作量，我选择了所有
低工作量，你知道，而且很无聊
呃，工作不努力，这很好
但是嗯，没有什么是动态的，没有什么
真的让我很兴奋，我谢天谢地
学到了这一点，所以第二年我
选择了教授
评分的所有课程，无论工作量如何，所以
我上的每一堂课我都有这些动态
令人惊叹的令人难以置信的人类在他们的知识上传递
，你很兴奋
为他们努力工作，你知道嗯，所以
问题是什么是我们正在使用的
过滤器，所以如果你
只追逐强大的美元，那么你
将找到比上一个多给你一点
的工作，但你自己享受
吗我最近和一个人谈过
，他的身体状况很糟糕，就像他
，他真的很讨厌自己的生活，他真的
很沮丧，他不知道该怎么办，
所以我们正在经历他以前所有的
工作，你知道，我说给我一份
你喜欢的工作，但他没有把大学毕业时选择的每一份
工作都做完。
之所以选择，是因为钱，如果
某事在某个地方为他提供了更多
否则他无论如何都会接受，
而且令人惊奇的是他
处于稳定状态，因为如果你只是
追逐结果如果你只是
追逐让事情变得容易的东西
对嗯那么最终你会
感到无聊或者他们会对你感到无聊
嗯，换句话说，你就进入了稳定状态
追逐万能的美元，如果那是
你唯一的事情，它最终会变得平淡
而如果你追逐让你兴奋的东西
人类
围绕让你兴奋的工作
你知道你知道你可以
对你充满热情，
讽刺的是，你实际上会让路
更对，嗯，因为你很兴奋，
他们欣赏你的兴奋，他们
奖励你的兴奋，你的工作会更好
，因为你想更加努力地工作
，而所有这些你不需要的东西
必须更加努力地工作，嗯，所以
决策只是一个
过滤器的问题，你知道，所以我在生活中做出了
个决定我宁愿
快乐，也不愿做对的事，我宁愿做好事
，也不愿呃呃，而不是致富，所以我做出的
决定让我处于这样的境地
，当我
离开任何会议时，当我离开任何约定时，我觉得我
做出了正确的贡献，嗯，很少有这样的时候
你走开只是
想想钱，想想钱
钱想想你知道的钱，嗯我我
因为感觉不太好，而且我的
经历我不喜欢
去他们那里旅行，我不喜欢
回家，如果我有
惊人的经历，我期待
到达那里，当我
离开时我很兴奋是的，你知道，所以这只是
决定决策只是
您使用什么过滤器的问题，以及
您是否善于保留
将这些过滤器清理干净，然后
做出你的决定，我不会根据他们选择使用
任何人，嗯，这些只是
不同过滤器的方式来判断
我选择过自己生活的过滤器，你
不知道对或错，只是这些
是我的决定，你知道那是我的
过滤器，你如何
帮助人类，你如何帮助
人类，人类
进步我也不是在开玩笑，这是
我认为我们都必须
意识到人类
动物是一种社会性动物，我们的
生存取决于我们形成
社区形成文化的能力什么是
社区什么是文化它是一群
具有共同价值观的人
和正确的信念 什么是国家，
一群拥有共同
价值观和信仰的人 什么是公司，
应该是一群拥有
共同价值观和信仰的人，当
我们周围的人相信
我们所相信的事情
发生了非凡的事情时，信任就会出现，不要犯
错误 信任是一种感觉
明显的人性感觉，你知道我们
都有完全没用的朋友
但我们仍然相信他们，正确的信任
不是一个清单，只是做
你说要做的一切
并不意味着人们会
本质上信任你，这只是意味着
你是可靠的
我们需要信任，当我们需要信任时
我们周围的人都相信
我们的信念和信任开始
出现，当我们信任他们并且他们信任
我们时，我们更愿意承担风险
我们更愿意尝试哪些
需要失败，我们更愿意
探索并前往没有人
去过的地方，充满信心
如果我们失败了，如果我们
转身就会绊倒我们的背影
社区，我们信任的人和
信任我们的人会照顾我们，而
我们离开时，我们会在我们跌倒时扶起我们
当我们受伤时，我们会帮助我们
生存取决于我们不擅长
我们自己不擅长的一切
你知道，如果我派你去独自对抗
剑齿虎，几率是
老虎 1 U零，不会很好
，但如果你作为一个团队出去，我们
非常令人惊奇，原因是
，因为我们都有自己特定的
优势，我们都有特定
弱点，我们的目标不是修复
你的弱点
目标是放大你的优势
，并让自己周围都是可以做你的事情的人
做不到，但
不仅仅基于技能以及
应用和经验，它基于
你相信什么，基于你
相信你所看到的只是擅长
某件事，而别人
擅长你不擅长的事情并不
意味着你们会互相信任
信任感来自
的感觉共同的价值观和共同的信仰我可以
证明你们中有多少人来自新
约克
好吧，你们是
新
约克的每个人的朋友为什么不为什么不呢但是当你去
洛杉矶并遇到来自
纽约的人时你会说嘿我来自新
约克和你最好的
朋友，当你去法国时
你在巴黎地铁里
忙着自己的事，你听到
一个美国 ACC 站在你身后，然后你转身
对你说，嘿，你来自哪里，他们
说洛杉矶，你就像嘿，我来自
纽约和你最好的
朋友，因为当你周围
周围都是不相信你的人
当你相信的时候在一个奇怪的
环境中，你感觉
不舒服，你会寻找任何可能的人
与你们拥有一些相同的价值观和
信念，并且您开始
与他们建立一种非常真实且非常紧密的联系
，仅仅是因为您知道
他们对
您是如何在 您所关心的事物中长大的
对您在家
家里的生活有基本的了解，同样如此，当我们去
工作时，我们是否想与
理解的人一起工作我们这些相信
我们相信的人对世界有相似的看法
，这与
他们的观点和我们分享的差异无关
这很好，这就是所谓的
多样性，这被称为对
解决问题的优势，我们都可以
从不同的角度看待同一件事
并提出解决方案，我正在
谈论的是为什么应该你们
首先互相帮助
，现在的问题是
是什么创造了这种价值观，
信仰什么创造了这种信任感
我们人类的本能，我们知道
如何找到相信我们的人
相信我们的生存依赖于
我们的生物天赋
有这个想法，如果我让你走到
街上，找到所有
相信你相信你知道的人
你要做什么
开始你要
开始与人交谈，然后
你会对他们产生好感，或者
你不会产生化学反应
无论这意味着什么，或者你不会
有时快有时慢
但我们知道怎么做这叫
交朋友这叫约会这
叫交际我们有天生的
能力做到这一点真实的故事有一位
前国防部长副部长
受邀在一个有一千人参加的大型
会议上发表演讲，
他站在讲台上，和他的同事一起
一杯咖啡和一个聚苯乙烯泡沫塑料杯，
他准备好的演讲稿，背后有 PowerPoint
，他喝了一口
咖啡，微笑着低头看
咖啡，然后他离开
脚本，他说你知道去年我
在同一个会议上发言，去年
年，我仍然是副国务卿，
去年我在这里发言时，他们让我坐飞机
商务舱，当我到达
机场时，有人
等着我带我去酒店
他们带我去酒店，他们
已经帮我办理了入住手续，他们只是
带我去我的房间，第二天
早上我下楼，
有人在大堂迎接我
他们开车送我到这里
场地，他们带我穿过后面的
入口，带我进入演员休息室
，递给我一杯装在
漂亮陶瓷杯里的咖啡，他说我不再是
副部长了。在前门
...
...
...
...
，找到后台，当我
问某人你有咖啡吗时，他
指着
角落里的咖啡机，我给自己倒了一杯
咖啡到这里的聚苯乙烯泡沫塑料杯中，他
说教训是陶瓷杯
从来不是为我准备的，它是为我所担任的
职位而设计的，我值得一个聚苯乙烯泡沫塑料
杯子，当你获得名望时记住这一点，因为
当你获得地位时，你会获得财富
，资历丰富的人会对待你更好
他们会为你敞开大门
他们会给你一杯茶和
咖啡，你甚至不需要他们会
叫你先生和女士，他们会
给你东西，这些东西都不是给你的
这些东西是为你准备的
你所担任的职务
它适用于您
达到的领导者或成功水平，或者
无论您想如何称呼它，但您
将永远值得一个聚苯乙烯泡沫塑料
杯子，请记住，记住
的谦逊和感激之情，您可以接受
您可以接受的所有免费物品
您绝对可以享受的福利
但只要对它们心怀感激，并知道
它们不是为了你我记得
从asella下车
我乘坐asella从纽约到
华盛顿特区，我像其他人一样下了火车
，我像其他人一样
走下站台，
我走过诺迪·施瓦茨将军，他
曾经是
美国空军参谋长，
空军的负责人，在这里我对你下手了看到一个穿西装的家伙
拖着自己的行李箱
走下站台，就像我一样，就在
几个月前，他乘坐公关
私人飞机和随行人员，
其他人搬运着他的行李，但他
不再担任这个职位，所以现在
他必须拖着自己的行李箱，
从来没有更多地提醒我
我们没有人应得的福利
我们都应该得到一个泡沫塑料杯
[英语]
Show
重点词汇
开始练习
| 词汇 | 含义 |
|---|---|
|
prevent /prɪˈvent/ B1 |
|
|
generation /ˌdʒenəˈreɪʃən/ B1 |
|
|
summit /ˈsʌmɪt/ B1 |
|
|
passion /ˈpæʃən/ B2 |
|
|
consultant /kənˈsʌltənt/ B2 |
|
|
innovation /ˌɪnəˈveɪʃən/ C1 |
|
|
corporate /ˈkɔːrpərət/ B2 |
|
|
interpret /ɪnˈtɜːrprɪt/ B2 |
|
|
stimuli /ˈstɪmjʊlaɪ/ C1 |
|
|
nervous /ˈnɜːrvəs/ A2 |
|
|
fulfillment /fʊlˈfɪlmənt/ C1 |
|
|
impatience /ɪmˈpeɪʃəns/ B2 |
|
|
accountability /əˌkaʊntəˈbɪləti/ C1 |
|
|
finite /ˈfaɪnaɪt/ C1 |
|
|
infinite /ˈɪnfɪnət/ C1 |
|
|
authentic /ɔːˈθentɪk/ C1 |
|
重点语法结构
-
some people see the thing that they want and some people see the thing that prevents them from getting the thing that they want
➔ 关系代词 ('that')
➔ “that”作为关系代词使用，引入关系从句，连接关于人们看到的内容的思想。
-
it's as if an entire generation is standing at the foot of a mountain they know exactly what they want
➔ 明喻 ('as if')
➔ “as if”用于创造明喻，将情况比作站在山脚下的一代人。
-
people put Harley-Davidson logos on their body to say something about who they are
➔ 目的的to不定式 ('to say')
➔ “to say”作为目的的to不定式使用，表示人们在身体上纹身的原因。
-
passion is the feeling you have that um you would probably do this for free
➔ 关系分句 ('that um you would probably do this for free')
➔ 关系分句“that um you would probably do this for free”定义了热情的感觉，解释了它包含什么。
-
I'm at my best when I'm around people who believe what I believe
➔ 条件句中的现在时 ('I'm at my best when')
➔ 现在时“I'm at my best”用于条件句中，描述关于说话者表现的一般真理。
-
you must understand from where they are speaking why they have the opinion they have
➔ 目的的to不定式 ('to understand')
➔ “to understand”作为目的的to不定式使用，表示听者必须做什么。
-
the goal is not to do business with anybody with everyone who needs what you have
➔ 双重否定 ('not...anybody')
➔ 双重否定“not...anybody”用于强调排除，但在正式英语中是非标准的。
-
people don't buy what you do they buy why you do it
➔ 强调结构 ('do...do')
➔ 强调结构“do...do”用于对比和强调两个动作之间的差异。
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