TEDxPuget Sound
Simon Sinek: How great leaders inspire action
Simon Sinek: Com els grans líders inspiren l'acció.
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En Simon Sinek té un model simple però poderós de com inspirar lideratge començant pel cercle d'or i la pregunta "Per què?" Els seus exemples inclouen Apple, Martin Luther King i els germans Wright i Tivo com a contrapunt (tot i que una recent victòria als tribunals ha triplicat el preu de les seves accions).
Simon Sinek - Leadership expert
Simon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last." Full bio
Simon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last." Full bio
Double-click the English transcript below to play the video.
00:16
How do you explain when
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Com us expliqueu que
00:18
things don't go as we assume?
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algunes coses no vagin com es suposa que haurien d'anar?
00:20
Or better, how do you explain
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O millor encara, com us expliqueu
00:23
when others are able to achieve things
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que altres siguin capaços d'assolir fites
00:25
that seem to defy all of the assumptions?
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que semblen desafiar tots els supòsits?
00:27
For example:
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Per exemple:
00:29
Why is Apple so innovative?
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Per què Apple és tan innovador?
00:31
Year after year, after year, after year,
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Any rera any, rera any, rera any,
00:33
they're more innovative than all their competition.
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són més innovadors que qualsevol dels seus competidors.
00:36
And yet, they're just a computer company.
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I al cap i a la fi, no són més que una empresa d'informàtica
00:38
They're just like everyone else.
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Són ben bé com qualsevol.
00:40
They have the same access to the same talent,
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Tenen el mateix accés al mateix talent,
00:42
the same agencies, the same consultants, the same media.
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les mateixes agències, els mateixos consultors, el mateixos mitjans de comunicació.
00:45
Then why is it that they
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Llavors per què
00:47
seem to have something different?
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semblen tenir quelcom diferent?
00:50
Why is it that Martin Luther King
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Per què Martin Luther King
00:52
led the Civil Rights Movement?
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fou qui va liderar el moviment pels drets civils?
00:54
He wasn't the only man
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No era l'únic home
00:56
who suffered in a pre-civil rights America,
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que havia patit l'Amèrica d'abans dels drets civils.
00:58
and he certainly wasn't the only great orator of the day.
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I,certament, no era l'únic bon orador d'aquell temps.
01:00
Why him?
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Per què ell?
01:02
And why is it that the Wright brothers
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I per què els germans Wright
01:05
were able to figure out controlled, powered man flight
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foren capaços d'inventar el vol tripulat amb propulsió controlada
01:08
when there were certainly other teams who were
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quan certament hi havia altres grups que estaven
01:10
better qualified, better funded ...
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millor qualificats, millor finançats,
01:13
and they didn't achieve powered man flight,
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i no foren capaços d'assolir el vol tripulat,
01:16
and the Wright brothers beat them to it.
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i els germans Wright els van superar
01:18
There's something else at play here.
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Hi ha alguna altra cosa que intervé aquí.
01:21
About three and a half years ago
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Fa tres anys i mig
01:23
I made a discovery.
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vaig fer un descobriment
01:25
And this discovery profoundly changed
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i aquest descobriment va canviar profundament
01:28
my view on how I thought the world worked,
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la meva visió de com creia que funcionava el món
01:31
and it even profoundly changed the way in which
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i fins i tot va canviar profundament la manera
01:33
I operate in it.
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en la qual jo opero en ell.
01:37
As it turns out, there's a pattern.
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Doncs resulta que hi ha un patró
01:40
As it turns out, all the great and inspiring leaders
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i resulta que els més grans i inspiradors líders
01:42
and organizations in the world --
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i organitzacions del món,
01:44
whether it's Apple or Martin Luther King or the Wright brothers --
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tant se val si són Apple, Martin Luther King o els germans Wright,
01:47
they all think, act and communicate
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tots pensen, actuen i comuniquen
01:49
the exact same way.
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exactament de la mateixa manera.
01:51
And it's the complete opposite
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I és totalment al revés
01:53
to everyone else.
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a com ho fa la resta de la gent.
01:55
All I did was codify it,
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Tot el que vaig fer és codificar-ho.
01:57
and it's probably the world's
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I és probablement
01:59
simplest idea.
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la idea més simple del món.
02:01
I call it the golden circle.
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Jo l'anomeno el cercle d'or.
02:11
Why? How? What?
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Per què? Com? Què?
02:14
This little idea explains
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Aquesta petita idea explica
02:16
why some organizations and some leaders
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per què algunes organitzacions i alguns líders
02:18
are able to inspire where others aren't.
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són capaços d'inspirar i altres no ho són.
02:20
Let me define the terms really quickly.
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Deixeu-me que defineixi els termes breument.
02:22
Every single person, every single organization on the planet
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Cada persona, cada organització del planeta
02:25
knows what they do,
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sap que fa,
02:27
100 percent.
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el 100 per cent.
02:29
Some know how they do it,
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Alguns saben com ho fan,
02:31
whether you call it your differentiated value proposition
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ni que sigui per tenir una proposta diferenciada,
02:33
or your proprietary process or your USP.
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o un procés propi o una proposta de venda única.
02:36
But very, very few people or organizations
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Però molt, molt poca gent o organitzacions
02:39
know why they do what they do.
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sap per què fan el que fan.
02:41
And by "why" I don't mean "to make a profit."
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I quan dic "per què" no vull dir "per treure'n un benefici".
02:43
That's a result. It's always a result.
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Això és un resultat. Sempre és un resultat
02:45
By "why," I mean: What's your purpose?
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Quan dic "per què" vull dir: quin és el teu propòsit?
02:47
What's your cause? What's your belief?
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Quina és la teva causa? Quina és la teva creença?
02:50
Why does your organization exist?
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Per què existeix la teva organització?
02:53
Why do you get out of bed in the morning?
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Per què t'aixeques del llit pel matí?
02:55
And why should anyone care?
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I per què ens hauria d'importar?
02:58
Well, as a result, the way we think, the way we act,
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Bé, com a resultat d'això, la manera en com pensem, la manera en com actuem,
03:00
the way we communicate is from the outside in.
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la manera en com ens comuniquem és de fora a dins.
03:02
It's obvious. We go from the clearest thing to the fuzziest thing.
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És obvi. Anem del concepte més clar al concepte més difús.
03:05
But the inspired leaders
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Però els líders inspiradors
03:07
and the inspired organizations --
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i les organitzacions inspiradores,
03:09
regardless of their size, regardless of their industry --
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independentment de la seva mida, independentment de la seva indústria,
03:12
all think, act and communicate
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tots pensen, actuen i comuniquem
03:14
from the inside out.
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de dins cap a fora.
03:17
Let me give you an example.
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Deixeu-me que us dongui un exemple.
03:19
I use Apple because they're easy to understand and everybody gets it.
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Faig servir Apple perquè són fàcil d'entendre i tothom els pot fer funcionar.
03:22
If Apple were like everyone else,
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Si Apple fos com qualsevol altre,
03:25
a marketing message from them might sound like this:
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un missatge de màrqueting podria sonar com això.
03:28
"We make great computers.
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"Fem ordinadors fantàstics.
03:31
They're beautifully designed, simple to use
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ben dissenyats, fàcils d'utilitzar
03:33
and user friendly.
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i senzills per l'usuari.
03:35
Want to buy one?" "Meh."
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Algú en vol comprar un?" Buf.
03:38
And that's how most of us communicate.
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I així és com la majoria de nosaltres ens comuniquem.
03:40
That's how most marketing is done, that's how most sales is done
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Així és com es fa la majoria del màrqueting. Així és com la majoria de les vendes es fan.
03:42
and that's how most of us communicate interpersonally.
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I així és com la majoria de nosaltres ens comuniquem interpersonalment.
03:44
We say what we do, we say how we're different or how we're better
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Estem dient què fem, estem dient com som de diferents o com som de millors
03:47
and we expect some sort of a behavior,
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i esperem una mena de comportament,
03:49
a purchase, a vote, something like that.
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una compra, un vot, quelcom així.
03:51
Here's our new law firm:
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Imaginem-nos un bufet d'advocats.
03:53
We have the best lawyers with the biggest clients,
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Tenim els millors advocats i els clients més grans.
03:55
we always perform for our clients who do business with us.
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Sempre fem el millor per als nostres clients.
03:57
Here's our new car:
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Imaginem-nos un nou model de cotxe.
03:59
It gets great gas mileage, it has leather seats, buy our car.
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Baix consum de combustible, seients de pell. Compra el nostre cotxe.
04:02
But it's uninspiring.
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Però no és inspirador.
04:04
Here's how Apple actually communicates.
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Així és com Apple realment comunica.
04:08
"Everything we do,
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"En tot el que fem,
04:10
we believe in challenging the status quo.
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creiem en canviar l'statu quo.
04:13
We believe in thinking differently.
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Creiem en pensar diferent.
04:16
The way we challenge the status quo
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La manera en que canviem l'statu quo
04:18
is by making our products beautifully designed,
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és fent productes de disseny maco,
04:21
simple to use and user friendly.
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senzills i fàcils d'utilitzar.
04:23
We just happen to make great computers.
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I ho fem fabricant ordinadors fantàstics.
04:26
Want to buy one?"
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Algú en vol comprar un?"
04:28
Totally different right? You're ready to buy a computer from me.
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Ben diferent,oi? Ara esteu preparats per comprar-me un ordinador.
04:31
All I did was reverse the order of the information.
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Tot el que he fet és canviar l'ordre de la informació.
04:33
What it proves to us is that people don't buy what you do;
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La qual cosa ens demostra que la gent no compra pel que fas,
04:36
people buy why you do it.
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la gent compra per què ho fas.
04:38
People don't buy what you do; they buy why you do it.
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La gent no compra pel que fas, compra per què ho fas.
04:40
This explains why
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Això explica per què
04:42
every single person in this room
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cadascuna de les persones d'aquesta sala
04:44
is perfectly comfortable buying a computer from Apple.
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se sent perfectament a gust comprant un ordinador de Apple.
04:47
But we're also perfectly comfortable
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Però també ens sentim a gust
04:49
buying an MP3 player from Apple, or a phone from Apple,
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comprant un reproductor MP3 de Apple, o un telèfon de Apple,
04:52
or a DVR from Apple.
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o un DVR de Apple.
04:54
But, as I said before, Apple's just a computer company.
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Però, com he dit abans, Apple és només una empresa d'informàtica.
04:56
There's nothing that distinguishes them
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No hi ha res que la distingueixi
04:58
structurally from any of their competitors.
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estructuralment de qualsevol del seus competidors.
05:00
Their competitors are all equally qualified to make all of these products.
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Els seus competidors estan tan qualificats com ells per fer tots aquests productes.
05:03
In fact, they tried.
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De fet, ho han intentat
05:05
A few years ago, Gateway came out with flat screen TVs.
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Fa uns pocs anys, Gateway va començar a comercialitzar televisors de pantalla plana.
05:08
They're eminently qualified to make flat screen TVs.
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Estaven totalment qualificats per fer televisors de pantalla plana.
05:10
They've been making flat screen monitors for years.
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Havien estat fent monitors plans durant anys.
05:13
Nobody bought one.
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Ningú els n'hi va comprar ni un.
05:20
Dell came out with MP3 players and PDAs,
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Dell va començar a vendre reproductors MP3 i PDAs.
05:23
and they make great quality products,
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I feien productes de molt bona qualitat.
05:25
and they can make perfectly well-designed products --
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I poden fer productes perfectament ben dissenyats.
05:28
and nobody bought one.
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I ningú els n'hi va comprar ni un.
05:30
In fact, talking about it now, we can't even imagine
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De fet, parlant ara d'això, ni tan sols ens podem imaginar
05:32
buying an MP3 player from Dell.
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comprant un reproductor MP3 a Dell.
05:34
Why would you buy an MP3 player from a computer company?
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Per què hauries de comprar un reproductor MP3 a una empresa d'informàtica?
05:36
But we do it every day.
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Però ho fem cada dia.
05:38
People don't buy what you do; they buy why you do it.
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La gent no compra pel que fas, compra per què ho fas.
05:40
The goal is not to do business
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L'objectiu no és fer negocis
05:42
with everybody who needs what you have.
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amb tothom qui necessita el que tens.
05:46
The goal is to do business with people
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L'objectiu és fer negocis amb la gent
05:48
who believe what you believe.
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que creu el que tu creus.
05:51
Here's the best part:
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I aqui arriba el millor.
05:53
None of what I'm telling you is my opinion.
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Res del que estic dient és la meva opinió.
05:55
It's all grounded in the tenets of biology.
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Tot està basat en els principis de la biologia.
05:58
Not psychology, biology.
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No la psicologia, la biologia.
06:00
If you look at a cross-section of the human brain, looking from the top down,
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Si mirem la secció d'un cervell humà de dalt a baix,
06:03
what you see is the human brain is actually broken
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El que veiem és que el cervell humà realment està partit
06:05
into three major components
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en tres parts principals
06:07
that correlate perfectly with the golden circle.
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que estan perfectament correlacionades amb el cercle d'or.
06:10
Our newest brain, our Homo sapien brain,
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La part més nova del nostre cervell, el nostre cervell d'homo sapiens,
06:13
our neocortex,
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el nostre neocòrtex,
06:15
corresponds with the "what" level.
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correpon amb el nivell "què".
06:17
The neocortex is responsible for all of our
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El neocòrtex és el responsable de tot el nostre
06:19
rational and analytical thought
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pensament racional i analític
06:21
and language.
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i el llenguatge.
06:23
The middle two sections make up our limbic brains,
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Les dues seccions del mig formen el nostre cervell límbic.
06:26
and our limbic brains are responsible for all of our feelings,
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I el nostre cervell límbic és el responsable dels sentiments,
06:29
like trust and loyalty.
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com la confiança i la lleialtat.
06:32
It's also responsible for all human behavior,
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També és el responsable de tot el comportament humà,
06:34
all decision-making,
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i la presa de decisions,
06:36
and it has no capacity for language.
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i no té capacitat per al llenguatge.
06:39
In other words, when we communicate from the outside in,
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En altres paraules, quan ens comuniquem de fora cap a dins,
06:42
yes, people can understand vast amounts of complicated information
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sí, la gent pot entendre grans quantitats d'informació complexa
06:45
like features and benefits and facts and figures.
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com característiques, beneficis, fets i figures.
06:48
It just doesn't drive behavior.
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Només que no guia el comportament.
06:50
When we can communicate from the inside out,
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Quan ens comuniquem de dins cap a fora,
06:52
we're talking directly to the part of the brain
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estem parlant directament a la part del cervell
06:54
that controls behavior,
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que controla el comportament,
06:56
and then we allow people to rationalize it
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i després deixem a la gent que ho racionalitzi
06:58
with the tangible things we say and do.
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amb coses tangibles que expliquem i fem.
07:00
This is where gut decisions come from.
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D'aquí és d'on surten les decisions impulsives.
07:02
You know, sometimes you can give somebody
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Ja sabeu que vul dir, a vegades podeu donar
07:04
all the facts and figures,
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tots els raonaments i les explicacions
07:06
and they say, "I know what all the facts and details say,
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i et poden dir , "Ja se el que diuen tots els fets i els detalls,
07:08
but it just doesn't feel right."
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però no m'acaba de fer el pes."
07:10
Why would we use that verb, it doesn't "feel" right?
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Per què fem servir aquesta frase, "no m'acaba de fer el pes"?
07:13
Because the part of the brain that controls decision-making
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Perquè la part del cervell que controla la presa de decisions,
07:15
doesn't control language.
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no controla el llenguatge.
07:17
And the best we can muster up is, "I don't know. It just doesn't feel right."
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I el millor que podem dir és "no se, no m'acaba de fer el pes."
07:20
Or sometimes you say you're leading with your heart,
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O a vegades diem que t'estàs deixant portar pel cor,
07:22
or you're leading with your soul.
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o per la teva ànima.
07:24
Well, I hate to break it to you, those aren't other body parts
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Bé, detesto haver-ho de dir, però aquestes parts del cos
07:26
controlling your behavior.
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no controlen el teu comportament.
07:28
It's all happening here in your limbic brain,
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Tot passa aquí, en el teu cervell límbic,
07:30
the part of the brain that controls decision-making and not language.
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la part del cervell que controla la presa de decisions i no el llenguatge.
07:33
But if you don't know why you do what you do,
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Però si no saps per què fas el que fas,
07:36
and people respond to why you do what you do,
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i la gent respon per què fas el que que fas
07:39
then how will you ever get people
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llavors com podràs fer que la gent
07:42
to vote for you, or buy something from you,
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et voti, o et compri alguna cosa
07:44
or, more importantly, be loyal
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o, encara més important, et sigui lleial
07:46
and want to be a part of what it is that you do.
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i vulgui formar part del que tu fas.
07:49
Again, the goal is not just to sell to people who need what you have;
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Altra vegada, l'objectiu no és vendre a la gent que necessita el que tens,
07:52
the goal is to sell to people who believe what you believe.
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l'objectiu és vendre a la gent que creu en el que tu creus.
07:55
The goal is not just to hire people
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L'objectiu no és només contractar gent
07:57
who need a job;
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que necessita una feina,
07:59
it's to hire people who believe what you believe.
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és contractar gent que creu en el que tu creus.
08:02
I always say that, you know,
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Sempre ho dic, ja sabeu,
08:07
if you hire people just because they can do a job, they'll work for your money,
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si contractes gent només perquè poden fer una feina, treballarant pels teus diners,
08:10
but if you hire people who believe what you believe,
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però si contractes gent que creu en el que tu creus,
08:12
they'll work for you with blood and sweat and tears.
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treballaran per tu amb sang, suor i llàgrimes.
08:14
And nowhere else is there a better example of this
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I enlloc trobarem un exemple millor que
08:16
than with the Wright brothers.
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en els germans Wright
08:18
Most people don't know about Samuel Pierpont Langley.
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La majoria de la gent no sap res sobre Samuel Pierpont Langley.
08:21
And back in the early 20th century,
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I a principis del segle XX,
08:24
the pursuit of powered man flight was like the dot com of the day.
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la recerca del vol tripulat era com el ".com" d'avui.
08:27
Everybody was trying it.
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Tothom ho intentava.
08:29
And Samuel Pierpont Langley had, what we assume,
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I en Samuel Pierpont Langley tenia, el que considerem,
08:32
to be the recipe for success.
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la recepta de l'èxit.
08:35
I mean, even now, you ask people,
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Vull dir, fins i tot ara, si preguntes a la gent,
08:37
"Why did your product or why did your company fail?"
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"Per què el teu producte o per què la teva companyia ha fracassat?"
08:39
and people always give you the same permutation
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i la gent sempre dona la mateixa permutació
08:41
of the same three things:
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de les mateixes tres coses,
08:43
under-capitalized, the wrong people, bad market conditions.
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manca de capital, la gent equivocada, males condicions del mercat.
08:46
It's always the same three things, so let's explore that.
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Són sempre les tres mateixes cose, així que anem a explorar això.
08:49
Samuel Pierpont Langley
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Samuel Pierpont Langley
08:51
was given 50,000 dollars by the War Department
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va rebre 50.000 dòlars del departament de defensa
08:54
to figure out this flying machine.
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per inventar una màquina voladora.
08:56
Money was no problem.
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Els diners no eren un problema.
08:58
He held a seat at Harvard
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Ostentava un lloc a Harvard
09:00
and worked at the Smithsonian and was extremely well-connected;
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i treballava a l'Smithsonian i estava extremadament ben connectat.
09:03
he knew all the big minds of the day.
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Coneixeia totes les ments brillants de l'època.
09:05
He hired the best minds
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I va contractar els millors cervells
09:07
money could find
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que els diners podien pagar.
09:09
and the market conditions were fantastic.
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I les condicions del mercat eren fantàstiques.
09:11
The New York Times followed him around everywhere,
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El New York Times el seguia allà on anés.
09:14
and everyone was rooting for Langley.
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I tothom animava en Langley.
09:16
Then how come we've never heard of Samuel Pierpont Langley?
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Llavors, com és que mai hem sentit a parlar d'en Samuel Pierpont Langley?
09:19
A few hundred miles away in Dayton Ohio,
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A uns pocs centenars de milles a Dayton, Ohio,
09:22
Orville and Wilbur Wright,
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Orville i Wilbur Wright,
09:24
they had none of what we consider
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no tenien res del que considerem
09:26
to be the recipe for success.
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la recepta de l'èxit.
09:28
They had no money;
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No tenien diners.
09:30
they paid for their dream with the proceeds from their bicycle shop;
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Pagaven el seu somni amb els guanys de la seva botiga de bicicletes.
09:33
not a single person on the Wright brothers' team
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Ni un dels membres de l'equip dels germans Wright
09:35
had a college education,
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tenia formació universitària,
09:37
not even Orville or Wilbur;
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ni tan sols l'Orville o en Wilbur.
09:39
and The New York Times followed them around nowhere.
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I el New York Times els seguia... enlloc.
09:42
The difference was,
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La diferència era
09:44
Orville and Wilbur were driven by a cause,
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que l'Orville i en Wilbur estaven dirigits per una causa
09:46
by a purpose, by a belief.
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per un propòsit, per una creença.
09:48
They believed that if they
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Ells creien que si
09:50
could figure out this flying machine,
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eren capaços d'inventar aquesta màquina voladora,
09:52
it'll change the course of the world.
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això canviaria el curs del món.
09:55
Samuel Pierpont Langley was different.
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En Samuel Pierpont Langley era diferent.
09:57
He wanted to be rich, and he wanted to be famous.
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Ell volia ser ric i volia ser famós.
10:00
He was in pursuit of the result.
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Ell anava a la recerca del resultat.
10:02
He was in pursuit of the riches.
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Ell anava a recerca de la riquesa.
10:04
And lo and behold, look what happened.
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I vet aquí, mireu què va passar.
10:07
The people who believed in the Wright brothers' dream
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La gent que creia en el somni dels germans Wright,
10:09
worked with them with blood and sweat and tears.
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va treballar amb ells amb sang, suor i llàgrimes.
10:12
The others just worked for the paycheck.
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Els altres treballaven tan sols per la paga.
10:14
And they tell stories of how every time the Wright brothers went out,
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I ens han explicat històries de com cada vegada que els germans Wright sortien
10:17
they would have to take five sets of parts,
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havien de tenir 5 conjunts de peces
10:19
because that's how many times they would crash
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perquè aquest era el nombre de vegades que caurien
10:21
before they came in for supper.
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abans d'anar a sopar.
10:24
And, eventually, on December 17th, 1903,
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I, finalment, el 17 de desembre de 1903
10:27
the Wright brothers took flight,
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els germans Wright es van enlairar,
10:30
and no one was there to even experience it.
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i no hi havia ningú per veure-ho.
10:32
We found out about it a few days later.
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Es va saber uns quants dies després.
10:36
And further proof that Langley
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I hi ha una prova més que en Langley
10:38
was motivated by the wrong thing:
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estava motivat per un mal objectiu.
10:40
The day the Wright brothers took flight, he quit.
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El dia que els germans Wright es van enlairar, ho va deixar.
10:43
He could have said,
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Podia haver dit,
10:45
"That's an amazing discovery, guys,
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"Aquest és un descobriment increible, nois,
10:47
and I will improve upon your technology," but he didn't.
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i milloraré la vostra tecnologia", però no ho va fer.
10:50
He wasn't first, he didn't get rich,
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No va ser el primer, no es va fer ric,
10:52
he didn't get famous so he quit.
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no es va fer famós, així que ho va deixar.
10:54
People don't buy what you do; they buy why you do it.
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La gent no compra pel que fas, compra per què ho fas.
10:57
And if you talk about what you believe,
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I si parles del que creus,
10:59
you will attract those who believe what you believe.
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atrauràs a aquells que creuen en el que tu creus.
11:02
But why is it important to attract those who believe what you believe?
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Però per què és important atraure a aquells que creuen en el que tu creus?
11:07
Something called the law of diffusion of innovation,
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Per una cosa anomenada llei de difusió de la innovació.
11:09
and if you don't know the law, you definitely know the terminology.
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I tot i que no coneixeu la llei, segur que coneixeu la terminologia.
11:12
The first two and a half percent of our population
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El primer dos i mig per cent de la nostra població
11:15
are our innovators.
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són els innovadors.
11:17
The next 13 and a half percent of our population
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El següent 13 i mig per cent
11:20
are our early adopters.
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són els primers adoptants.
11:22
The next 34 percent are your early majority,
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El següent 34 per cent són la primera majoria,
11:24
your late majority and your laggards.
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la majoria tardana i els endarrerits.
11:27
The only reason these people buy touch tone phones
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L'únic motiu per què aquest gent compra telèfons de tons
11:30
is because you can't buy rotary phones anymore.
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és perquè ja no poden comprar telèfons de disc.
11:32
(Laughter)
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(Riures)
11:34
We all sit at various places at various times on this scale,
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Tots es troben a diversos llocs i a diversos temps a aquesta escala,
11:37
but what the law of diffusion of innovation tells us
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però el que ens diu la llei de difusió de la innovació
11:40
is that if you want mass-market success
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és que si vols un èxit de mercat massiu
11:43
or mass-market acceptance of an idea,
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o una acceptació de mercat massiva d'una idea,
11:45
you cannot have it
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no la podràs tenir
11:47
until you achieve this tipping point
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fins que no arribis a aquest punt d'inflexió.
11:49
between 15 and 18 percent market penetration,
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entre el 15 i el 18 per cent de penetració en el mercat.
11:52
and then the system tips.
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I llavors el sistema funciona.
11:55
And I love asking businesses, "What's your conversion on new business?"
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I m'encanta preguntar a la gent de negocis, "Quina és la vostra conversió als nous negocis?"
11:58
And they love to tell you, "Oh, it's about 10 percent," proudly.
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I a ells els encanta dir, "Oh, és al voltant del 10 per cent", orgullosament.
12:00
Well, you can trip over 10 percent of the customers.
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Bé, et pots topar amb un 10 per cent dels clients.
12:02
We all have about 10 percent who just "get it."
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Tenim al voltant del 10 percent que acabar de provar-ho.
12:04
That's how we describe them, right?
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Així és com els describim, oi?
12:06
That's like that gut feeling, "Oh, they just get it."
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És com aquest sentiment impulsiu, "Oh, acaben de provar-ho".
12:08
The problem is: How do you find the ones that get it
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El problema és: Com trobes aquells que ho proven
12:11
before you're doing business with them versus the ones who don't get it?
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abans de fer negocis amb ells en comparació amb aquell qui no ho han provat?
12:14
So it's this here, this little gap
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Aquí ho tenim, és aquest petit salt
12:16
that you have to close,
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que cal que apropem
12:18
as Jeffrey Moore calls it, "Crossing the Chasm" --
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o com Jeffrey Moore ho anomena: "creuant l'abisme"
12:20
because, you see, the early majority
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ja que, com veieu, la primera majoria
12:22
will not try something
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no provarà res
12:24
until someone else
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fins que algú altre
12:26
has tried it first.
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ho hagi provat abans.
12:28
And these guys, the innovators and the early adopters,
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I tots aquests paios, els innovadors i els primers en adoptar,
12:31
they're comfortable making those gut decisions.
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es senten a gust prenent aquestes decisions impulsives.
12:33
They're more comfortable making those intuitive decisions
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Es senten més a gust fent aquestes decisions intuitives
12:36
that are driven by what they believe about the world
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guiades pel que ells creuen sobre el món
12:40
and not just what product is available.
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i no només per quin producte es troba disponible.
12:42
These are the people who stood in line for six hours
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Aquesta és la mena de gent que poden estar-se sis hores fent cua
12:44
to buy an iPhone when they first came out,
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per comprar un iPhone quan acaba de sortir al mercat
12:46
when you could have just walked into the store the next week
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quan el podrien tenir anant la botiga la setmana següent
12:48
and bought one off the shelf.
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i agafant-ne un del prestatge.
12:50
These are the people who spent 40,000 dollars
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Aquesta és la mena de gent que es pot gastar 40.000 dòlars
12:52
on flat screen TVs when they first came out,
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en una pantalla plana de TV quan acaba de sortir al mercat
12:55
even though the technology was substandard.
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tot i que la tecnòlogia encara no sigui estàndard
12:58
And, by the way, they didn't do it
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I, per cert, no ho fan
13:00
because the technology was so great;
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perquè la tecnologia sigui fantàstica.
13:02
they did it for themselves.
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Ho fan per ells mateixos.
13:04
It's because they wanted to be first.
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És perquè volen ser els primers.
13:06
People don't buy what you do; they buy why you do it
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La gent no compra pel que fas, compra per què ho fas.
13:08
and what you do simply
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I el que fas simplement
13:10
proves what you believe.
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demostra en el que creus.
13:12
In fact, people will do the things
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De fet, la gent farà les coses
13:14
that prove what they believe.
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que demostrin en el que creuen.
13:16
The reason that person bought the iPhone
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El motiu per el qual hi havia persones comprant l'iPhone
13:18
in the first six hours,
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a les primeres 6 hores,
13:21
stood in line for six hours,
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fent cua durant 6 hores,
13:23
was because of what they believed about the world,
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era perquè era el que creien sobre el món,
13:25
and how they wanted everybody to see them:
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i volien que tothom els veiés.
13:27
They were first.
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Ells van ser els primers.
13:29
People don't buy what you do; they buy why you do it.
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La gent no compra pel que fas, compra per què ho fas.
13:31
So let me give you a famous example,
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Deixeu-me que us dongui un exemple molt conegut,
13:33
a famous failure and a famous success
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un fracàs molt conegut i un èxit molt conegut
13:35
of the law of diffusion of innovation.
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de la llei de difusió de la innovació.
13:37
First, the famous failure.
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primer, el fracàs.
13:39
It's a commercial example.
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És un exemple comercial.
13:41
As we said before, a second ago,
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Com he dit abans, fa un segon,
13:43
the recipe for success is money and the right people and the right market conditions,
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la recepta per l'èxit són diners, la gent adient i les correctes condicions de mercat.
13:46
right? You should have success then.
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D'acord. Així hauries de tenir èxit.
13:48
Look at TiVo.
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Fixeu-vos en TiVo.
13:50
From the time TiVo came out about eight or nine years ago
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Des que TiVo va aparèixer, fa uns vuit o nou anys,
13:52
to this current day,
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fins avui,
13:54
they are the single highest-quality product on the market,
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és l'unic producte d'alta qualitat en el seu mercat,
13:57
hands down, there is no dispute.
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en això no hi ha discussió.
14:00
They were extremely well-funded.
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Estava extremadament ben finançat.
14:02
Market conditions were fantastic.
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Les condicions de mercat eren fantàstiques.
14:04
I mean, we use TiVo as verb.
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Vull dir, fem servir TiVo com un verb.
14:06
I TiVo stuff on my piece of junk Time Warner DVR all the time.
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Jo "tivejo" coses al meu DVD gravador tot el dia.
14:12
But TiVo's a commercial failure.
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Però TiVo és un fracàs comercial.
14:14
They've never made money.
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No han fet mai diners.
14:16
And when they went IPO,
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i quan varen sortir a borsa,
14:18
their stock was at about 30 or 40 dollars
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les seves accions eren d'uns 30 o 40 dòlars
14:20
and then plummeted, and it's never traded above 10.
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i després es va desplomar, i mai ha cotitzat per sobre de 10.
14:22
In fact, I don't think it's even traded above six,
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De fet, no crec que mai hagin cotitzat per sobre de 6,
14:25
except for a couple of little spikes.
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excepte per un parell de pics.
14:27
Because you see, when TiVo launched their product
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Perquè, fixeu-vos, quan TiVo va llençar el seu producte,
14:29
they told us all what they had.
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ens van dir tot el que tenien.
14:32
They said, "We have a product that pauses live TV,
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Van dir, "Tenim un producte que fa pausa a la TV en directe,"
14:35
skips commercials, rewinds live TV
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es salta els anuncis, rebobina la TV en directe
14:38
and memorizes your viewing habits
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i memoritza els teus hàbits de visió
14:40
without you even asking."
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sense que ni tan sols li ho demanis."
14:43
And the cynical majority said,
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I la majoria cínica va dir,
14:45
"We don't believe you.
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"No et creiem.
14:47
We don't need it. We don't like it.
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No et necessitem. No ens agrades.
14:49
You're scaring us."
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Ens fas por."
14:51
What if they had said,
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Quan si haguessin dit,
14:53
"If you're the kind of person
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"Si ets de la mena de persona
14:55
who likes to have total control
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que li agrada tenir un control total
14:58
over every aspect of your life,
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sobre tots els aspectes de la vida,
15:01
boy, do we have a product for you.
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nano, tenim un producte per tu.
15:04
It pauses live TV, skips commercials,
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Fa pausa de la TV en directe, es salta els anuncis,
15:06
memorizes your viewing habits, etc., etc."
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memoritza els teus hàbits de visió, etc, etc."
15:09
People don't buy what you do; they buy why you do it,
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La gent no compra pel que fas, compra per què ho fas.
15:11
and what you do simply serves as
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El que fas simplement serveix com a
15:13
the proof of what you believe.
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prova del que creus.
15:15
Now let me give you a successful example
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Ara deixeu-me que us expliqui un exemple d'èxit
15:18
of the law of diffusion of innovation.
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de la llei de difusió de la innovació.
15:21
In the summer of 1963,
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A l'estiu de 1963,
15:24
250,000 people showed up
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250.000 persones es van presentar
15:26
on the mall in Washington
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a Washington
15:28
to hear Dr. King speak.
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per escoltar al Dr. King parlar.
15:31
They sent out no invitations,
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3000
No es van enviar invitacions,
15:34
and there was no website to check the date.
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i no hi havia cap lloc web on comprovar la data.
15:37
How do you do that?
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Com ho fas això?
15:39
Well, Dr. King wasn't the only man in America
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Bé, el Dr. King no era l'únic home d'Amèrica
15:41
who was a great orator.
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que era un gran orador.
15:43
He wasn't the only man in America who suffered
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No era l'únic home d'Amèrica que havia patit
15:45
in a pre-civil rights America.
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en una Amèrica abans dels drets civils.
15:47
In fact, some of his ideas were bad.
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De fet, alguna de les seves idees eren dolentes.
15:50
But he had a gift.
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Però tenia un do.
15:52
He didn't go around telling people what needed to change in America.
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No va anar per tot arreu dient a la gent què calia canviar d'Amèrica.
15:55
He went around and told people what he believed.
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Va anar per tot arreu dient a la gent el que creia.
15:57
"I believe, I believe, I believe,"
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"Jo crec. Jo crec. Jo crec,"
15:59
he told people.
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deia a la gent.
16:01
And people who believed what he believed
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I la gent que creia en el que ell creia
16:03
took his cause, and they made it their own,
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va prendre com a pròpia la seva causa,
16:05
and they told people.
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i l'explicaven a la gent.
16:07
And some of those people created structures
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I algunes d'aquestes persones van crear estructures
16:09
to get the word out to even more people.
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per portar la paraula a fins i tot més gent.
16:11
And lo and behold,
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I vet aquí,
16:13
250,000 people showed up
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que 250.000 persones es van presentar
16:15
on the right day at the right time
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el dia correcte, a l'hora correcte,
16:18
to hear him speak.
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per sentir-lo parlar.
16:20
How many of them showed up for him?
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Quantes persones es van presentar per ell?
16:24
Zero.
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Zero.
16:26
They showed up for themselves.
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Es van presentar per ells mateixos.
16:28
It's what they believed about America
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És el que ells creien d'Amèrica
16:30
that got them to travel in a bus for eight hours
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el que els va portar a viatjar en autobús durant 8 hores,
16:33
to stand in the sun in Washington in the middle of August.
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a estar-se drets sota el sol de Washington en ple mes d'agost.
16:36
It's what they believed, and it wasn't about black versus white:
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Era el que ells creien, i no es tractava de negres contra blancs.
16:39
25 percent of the audience was white.
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el 25 per cent de l'audiència era blanca.
16:42
Dr. King believed that
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El Dr. King creia que
16:44
there are two types of laws in this world:
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hi ha dos tipus de lleis en aquest món,
16:46
those that are made by a higher authority
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aquelles que estan fetes per una autoritat superior
16:48
and those that are made by man.
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i aquelles que estan fetes pels homes.
16:50
And not until all the laws that are made by man
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I fins que totes les lleis fetes pels homes
16:53
are consistent with the laws that are made by the higher authority
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no siguin consistents amb les lleis fetes per autoritats superiors,
16:55
will we live in a just world.
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no viurem en un món just.
16:57
It just so happened that the Civil Rights Movement
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Va donar la casualitat que el Moviment pels Drets Civils
16:59
was the perfect thing to help him
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era el motiu perfecte per ajudar-lo
17:02
bring his cause to life.
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a portar la seva causa a la llum.
17:04
We followed, not for him, but for ourselves.
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El vam seguir, no per ell, sinò per nosaltres.
17:07
And, by the way, he gave the "I have a dream" speech,
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I, per cert, el discurs que va donar era "Jo tinc un somni",
17:09
not the "I have a plan" speech.
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no "Jo tinc un plà".
17:11
(Laughter)
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(Riures)
17:15
Listen to politicians now, with their comprehensive 12-point plans.
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Escolteu als polítics d'avui amb els seus plans complets de 12 punts.
17:18
They're not inspiring anybody.
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No inspiren a ningú.
17:20
Because there are leaders and there are those who lead.
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Perquè hi han líders i hi ha els que lideren.
17:23
Leaders hold a position of power
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Els líders mantenen un estatus de poder
17:25
or authority,
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o d'autoritat.
17:27
but those who lead inspire us.
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Però els que lideren ens inspiren.
17:31
Whether they're individuals or organizations,
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Tan si són individus o organitzacions,
17:33
we follow those who lead,
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seguim a aquells que lideren,
17:35
not because we have to,
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no perquè ho hàgim de fer,
17:37
but because we want to.
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sinó perquè ho volem fer.
17:40
We follow those who lead, not for them,
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Seguim a aquells que lideren, no per ells,
17:43
but for ourselves.
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sinó per nosaltres.
17:45
And it's those who start with "why"
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I són aquells que comencen per "per què"
17:48
that have the ability
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els que tenen la capacitat
17:50
to inspire those around them
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d'inspirar aquells del seu voltant
17:52
or find others who inspire them.
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o trobar a altres que els inspirin.
17:55
Thank you very much.
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Moltes gràcies.
17:57
(Applause)
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(Aplaudiments)
ABOUT THE SPEAKER
Simon Sinek - Leadership expertSimon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last."
Why you should listen
Fascinated by the leaders who make impact in the world, companies and politicians with the capacity to inspire, Simon Sinek has discovered some remarkable patterns in how they think, act and communicate. He wrote Start With Why: How Great Leaders Inspire Everyone to Take Action to explore his idea of the Golden Circle, what he calls "a naturally occurring pattern, grounded in the biology of human decision making, that explains why we are inspired by some people, leaders, messages and organizations over others." His newest work explores "circles of safety," exploring how to enhance feelings of trust and confidence in making bold decisions. It's the subject of his latest book, Leaders Eat Last.
An ethnographer by training, Sinek is an adjunct of the RAND Corporation. He writes and comments regularly for major publications and teaches graduate-level strategic communications at Columbia University.
Simon Sinek | Speaker | TED.com