TEDxPuget Sound
Simon Sinek: How great leaders inspire action
西蒙·斯涅克：伟大的领袖如何激励行动
Filmed:
Readability: 3.5
48,856,581 views
西蒙·斯涅克用一个简单但是震撼的模型来阐释激励人心的领袖力，这个模型的核心是一个“黄金”圆圈，意思是领袖素质的根本来源是回答“为什么？”。他列举了苹果公司、马丁•路德•金还有莱特兄弟成功的例子，同时以蒂沃（Tivo）数码录像机为失败的典型。虽然蒂沃最近打赢一场官司，使得其股价上涨了 3倍，但是它仍在挣扎中。
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
0
1000
2000
当事情的发展出乎意料之外的时候，
00:18
things don't go as we assume?
1
3000
2000
你怎么解释？
00:20
Or better, how do you explain
2
5000
3000
换句话说，当别人似乎出乎意料地
00:23
when others are able to achieve things
3
8000
2000
取得成功的时候，
00:25
that seem to defy all of the assumptions?
4
10000
2000
你怎么解释？
00:27
For example:
5
12000
2000
比如说，
00:29
Why is Apple so innovative?
6
14000
2000
为什么苹果公司创新能力这么强？
00:31
Year after year, after year, after year,
7
16000
2000
这么多年来，年复一年，
00:33
they're more innovative than all their competition.
8
18000
3000
他们比所有竞争对手都更加具有创新性。
00:36
And yet, they're just a computer company.
9
21000
2000
而其实他们只是一家电脑公司。
00:38
They're just like everyone else.
10
23000
2000
他们跟其他公司没有任何分别，
00:40
They have the same access to the same talent,
11
25000
2000
有同样的途径，接触到同样的人才，
00:42
the same agencies, the same consultants, the same media.
12
27000
3000
同样的代理商，顾问，和媒体。
00:45
Then why is it that they
13
30000
2000
那为什么他们
00:47
seem to have something different?
14
32000
3000
就似乎有那么一点不同寻常呢？
00:50
Why is it that Martin Luther King
15
35000
2000
同样的，为什么是由马丁•路德•金
00:52
led the Civil Rights Movement?
16
37000
2000
来领导民权运动？
00:54
He wasn't the only man
17
39000
2000
那个时候在美国，民权运动之前，
00:56
who suffered in a pre-civil rights America,
18
41000
2000
不仅仅只有他一个人饱受歧视。
00:58
and he certainly wasn't the only great orator of the day.
19
43000
2000
他也决不是那个时代唯一的伟大演说家。
01:00
Why him?
20
45000
2000
为什么会是他？
01:02
And why is it that the Wright brothers
21
47000
3000
又为什么怀特兄弟
01:05
were able to figure out controlled, powered man flight
22
50000
3000
能够造出动力控制的载人飞机，
01:08
when there were certainly other teams who were
23
53000
2000
跟他们相比，当时的其他团队似乎
01:10
better qualified, better funded ...
24
55000
3000
更有能力，更有资金，
01:13
and they didn't achieve powered man flight,
25
58000
3000
他们却没能制造出载人飞机，
01:16
and the Wright brothers beat them to it.
26
61000
2000
怀特兄弟打败了他们。
01:18
There's something else at play here.
27
63000
3000
一定还有一些什么别的因素在起作用。
01:21
About three and a half years ago
28
66000
2000
大概三年半之前，
01:23
I made a discovery.
29
68000
2000
我有了个新发现，
01:25
And this discovery profoundly changed
30
70000
3000
这个发现完全改变了
01:28
my view on how I thought the world worked,
31
73000
3000
我对这个世界如何运作的看法。
01:31
and it even profoundly changed the way in which
32
76000
2000
甚至从根本上改变了
01:33
I operate in it.
33
78000
2000
我的工作生活方式。
01:37
As it turns out, there's a pattern.
34
82000
3000
那就是我发现了一种模式，
01:40
As it turns out, all the great and inspiring leaders
35
85000
2000
我发现世界上所有伟大的令人振奋的领袖
01:42
and organizations in the world --
36
87000
2000
和组织，
01:44
whether it's Apple or Martin Luther King or the Wright brothers --
37
89000
3000
无论是苹果公司、马丁•路德•金还是怀特兄弟，
01:47
they all think, act and communicate
38
92000
2000
他们思考、行动、交流沟通的方式
01:49
the exact same way.
39
94000
2000
都完全一样，
01:51
And it's the complete opposite
40
96000
2000
但是跟所有其他人的方式
01:53
to everyone else.
41
98000
2000
完全相反。
01:55
All I did was codify it,
42
100000
2000
我所做的仅仅是把它整理出来。
01:57
and it's probably the world's
43
102000
2000
这可能是世上
01:59
simplest idea.
44
104000
2000
最简单的概念。
02:01
I call it the golden circle.
45
106000
2000
我称它为黄金圆环。
02:11
Why? How? What?
46
116000
3000
为什么？怎么做？是什么？
02:14
This little idea explains
47
119000
2000
这小小的模型就解释了
02:16
why some organizations and some leaders
48
121000
2000
为什么一些组织和领导者
02:18
are able to inspire where others aren't.
49
123000
2000
能够在别人不能的地方激发出灵感和潜力。
02:20
Let me define the terms really quickly.
50
125000
2000
我来尽快地解释一下这些术语。
02:22
Every single person, every single organization on the planet
51
127000
3000
地球上的每个人，每个组织
02:25
knows what they do,
52
130000
2000
都明白自己做的是什么，
02:27
100 percent.
53
132000
2000
百分之百。
02:29
Some know how they do it,
54
134000
2000
其中一些知道该怎么做，
02:31
whether you call it your differentiated value proposition
55
136000
2000
你可以称之为是你的差异价值，
02:33
or your proprietary process or your USP.
56
138000
3000
或是你的独特工艺，或是你的独特卖点也好，怎么说都行。
02:36
But very, very few people or organizations
57
141000
3000
但是非常，非常少的人和组织
02:39
know why they do what they do.
58
144000
2000
明白为什么做。
02:41
And by "why" I don't mean "to make a profit."
59
146000
2000
这里的“为什么”和“为利润” 没有关系，
02:43
That's a result. It's always a result.
60
148000
2000
利润只是一个结果，永远只能是一个结果。
02:45
By "why," I mean: What's your purpose?
61
150000
2000
我说的“为什么” 指的是：你的目的是什么？
02:47
What's your cause? What's your belief?
62
152000
2000
你这样做的原因是什么？你怀着什么样的信念？
02:50
Why does your organization exist?
63
155000
3000
你的机构为什么而存在？
02:53
Why do you get out of bed in the morning?
64
158000
2000
你每天早上是为什么而起床？
02:55
And why should anyone care?
65
160000
3000
为什么别人要在乎你？
02:58
Well, as a result, the way we think, the way we act,
66
163000
2000
结果是，我们思考的方式，行动的方式，
03:00
the way we communicate is from the outside in.
67
165000
2000
交流的方式都是由外向内的。
03:02
It's obvious. We go from the clearest thing to the fuzziest thing.
68
167000
3000
很显然的，我们所采用的方式是从清晰开始，然后到模糊的东西。
03:05
But the inspired leaders
69
170000
2000
但是激励型领袖以及
03:07
and the inspired organizations --
70
172000
2000
组织机构，
03:09
regardless of their size, regardless of their industry --
71
174000
3000
无论他们的规模大小，所在领域，
03:12
all think, act and communicate
72
177000
2000
他们思考，行动和交流的方式
03:14
from the inside out.
73
179000
2000
都是从里向外的。
03:17
Let me give you an example.
74
182000
2000
举个例子吧。
03:19
I use Apple because they're easy to understand and everybody gets it.
75
184000
3000
我举苹果公司是因为这个例子简单易懂，每个人都能理解。
03:22
If Apple were like everyone else,
76
187000
3000
如果苹果公司跟其他公司一样，
03:25
a marketing message from them might sound like this:
77
190000
3000
他们的市场营销信息就会是这个样子：
03:28
"We make great computers.
78
193000
3000
“我们做最棒的电脑，
03:31
They're beautifully designed, simple to use
79
196000
2000
设计精美，使用简单，
03:33
and user friendly.
80
198000
2000
界面友好。
03:35
Want to buy one?" "Meh."
81
200000
3000
你想买一台吗？” 不怎么样吧。
03:38
And that's how most of us communicate.
82
203000
2000
这就是我们大多数人的交流方式，
03:40
That's how most marketing is done, that's how most sales is done
83
205000
2000
也是大多数市场推广的方式，大部分销售所采用的方式，
03:42
and that's how most of us communicate interpersonally.
84
207000
2000
也是我们大部分人互相交流的方式。
03:44
We say what we do, we say how we're different or how we're better
85
209000
3000
我们说我们的职业是干什么的，我们说我们是如何的与众不同，或者我们怎么比其他人更好，
03:47
and we expect some sort of a behavior,
86
212000
2000
然后我们就期待着一些别人的反应，
03:49
a purchase, a vote, something like that.
87
214000
2000
比如购买，比如投票，诸如此类。
03:51
Here's our new law firm:
88
216000
2000
这是我们新开的的律师事务所，
03:53
We have the best lawyers with the biggest clients,
89
218000
2000
我们拥有最棒的律师和最大的客户，
03:55
we always perform for our clients who do business with us.
90
220000
2000
我们总是能满足客户的要求。
03:57
Here's our new car:
91
222000
2000
这是我们的新车型，
03:59
It gets great gas mileage, it has leather seats, buy our car.
92
224000
3000
非常省油，真皮座椅。买一辆吧。
04:02
But it's uninspiring.
93
227000
2000
但是这些推销词一点劲都没有。
04:04
Here's how Apple actually communicates.
94
229000
3000
这是苹果公司实际上的沟通方式：
04:08
"Everything we do,
95
233000
2000
“我们做的每一件事情，
04:10
we believe in challenging the status quo.
96
235000
3000
都是为了突破和创新。
04:13
We believe in thinking differently.
97
238000
3000
我们坚信应该以不同的方式思考。
04:16
The way we challenge the status quo
98
241000
2000
我们挑战现状的方式
04:18
is by making our products beautifully designed,
99
243000
3000
是通过把我们的产品设计得十分精美，
04:21
simple to use and user friendly.
100
246000
2000
使用简单，和界面友好。
04:23
We just happen to make great computers.
101
248000
3000
我们只是在这个过程中做出了最棒的电脑。
04:26
Want to buy one?"
102
251000
2000
想买一台吗？”
04:28
Totally different right? You're ready to buy a computer from me.
103
253000
3000
感觉完全不一样，对吧？你已经准备从我这里买一台了。
04:31
All I did was reverse the order of the information.
104
256000
2000
我所做的只是将传递信息的顺序颠倒一下而已。
04:33
What it proves to us is that people don't buy what you do;
105
258000
3000
事实已经向我们证明，人们买的不是你做的产品，
04:36
people buy why you do it.
106
261000
2000
人们买的是你的信念和宗旨。
04:38
People don't buy what you do; they buy why you do it.
107
263000
2000
人们买的不是你做的产品，人们买的是你的信念。
04:40
This explains why
108
265000
2000
这就解释了为什么
04:42
every single person in this room
109
267000
2000
这里的每个人
04:44
is perfectly comfortable buying a computer from Apple.
110
269000
3000
从苹果公司买电脑时都觉得理所当然。
04:47
But we're also perfectly comfortable
111
272000
2000
但是我们从苹果公司
04:49
buying an MP3 player from Apple, or a phone from Apple,
112
274000
3000
买MP3播放器，手机，或者数码摄像机时，
04:52
or a DVR from Apple.
113
277000
2000
也感觉很舒服。
04:54
But, as I said before, Apple's just a computer company.
114
279000
2000
而其实，我刚才已经说过，苹果公司只是个电脑公司。
04:56
There's nothing that distinguishes them
115
281000
2000
没有什么能从结构上将苹果公司
04:58
structurally from any of their competitors.
116
283000
2000
同竞争对手区分开来。
05:00
Their competitors are all equally qualified to make all of these products.
117
285000
3000
竞争对手和苹果公司有同样的能力制造所有这些产品。
05:03
In fact, they tried.
118
288000
2000
实际上，他们也尝试过。
05:05
A few years ago, Gateway came out with flat screen TVs.
119
290000
3000
几年前，捷威（Gateway）公司推出了平板电视。
05:08
They're eminently qualified to make flat screen TVs.
120
293000
2000
他们制造平板电视的能力很强，
05:10
They've been making flat screen monitors for years.
121
295000
3000
因为他们做平板显示器已经很多年了。
05:13
Nobody bought one.
122
298000
2000
但是没有人买他们的平板电视。
05:20
Dell came out with MP3 players and PDAs,
123
305000
3000
戴尔公司推出了MP3播放器和掌上电脑，
05:23
and they make great quality products,
124
308000
2000
他们产品的质量非常好，
05:25
and they can make perfectly well-designed products --
125
310000
3000
产品的设计也非常不错。
05:28
and nobody bought one.
126
313000
2000
但是也没有人买他们的这些产品。
05:30
In fact, talking about it now, we can't even imagine
127
315000
2000
其实，说到这里，我们无法想象
05:32
buying an MP3 player from Dell.
128
317000
2000
会从戴尔公司买MP3播放器。
05:34
Why would you buy an MP3 player from a computer company?
129
319000
2000
你为什么会从一家电脑公司买MP3播放器呢？
05:36
But we do it every day.
130
321000
2000
但是每天我们都这么做。
05:38
People don't buy what you do; they buy why you do it.
131
323000
2000
人们买的不是你做的产品，人们买的是你的信念。
05:40
The goal is not to do business
132
325000
2000
做公司的目标不是要跟
05:42
with everybody who needs what you have.
133
327000
3000
所有需要你的产品的人做生意，
05:46
The goal is to do business with people
134
331000
2000
而是跟
05:48
who believe what you believe.
135
333000
3000
与你有着相同理念的人做生意。
05:51
Here's the best part:
136
336000
2000
这是最精彩的部分。
05:53
None of what I'm telling you is my opinion.
137
338000
2000
我说的这些没有一个是我自己的观点。
05:55
It's all grounded in the tenets of biology.
138
340000
3000
这些观点都能从生物学里面找到根源。
05:58
Not psychology, biology.
139
343000
2000
不是心理学，是生物学。
06:00
If you look at a cross-section of the human brain, looking from the top down,
140
345000
3000
当你俯视看大脑的横截面，
06:03
what you see is the human brain is actually broken
141
348000
2000
你会发现人类大脑实际上分成
06:05
into three major components
142
350000
2000
三个主要部分，
06:07
that correlate perfectly with the golden circle.
143
352000
3000
而这三个主要部分和黄金圆环匹配得非常好。
06:10
Our newest brain, our Homo sapien brain,
144
355000
3000
我们最新的脑部，管辖智力的脑部，
06:13
our neocortex,
145
358000
2000
或者说我们的大脑皮层，
06:15
corresponds with the "what" level.
146
360000
2000
对应着“是什么” 这个圆环。
06:17
The neocortex is responsible for all of our
147
362000
2000
大脑皮层负责我们所有的
06:19
rational and analytical thought
148
364000
2000
理性和逻辑的思考
06:21
and language.
149
366000
2000
和语言功能。
06:23
The middle two sections make up our limbic brains,
150
368000
3000
中间的两个部分是我们的两个边脑。
06:26
and our limbic brains are responsible for all of our feelings,
151
371000
3000
边脑负责我们所有的情感，
06:29
like trust and loyalty.
152
374000
3000
比如信任和忠诚，
06:32
It's also responsible for all human behavior,
153
377000
2000
也负责所有的行为
06:34
all decision-making,
154
379000
2000
和决策，
06:36
and it has no capacity for language.
155
381000
3000
但这部分没有语言功能。
06:39
In other words, when we communicate from the outside in,
156
384000
3000
换句话说，当我们由外向内交流时，
06:42
yes, people can understand vast amounts of complicated information
157
387000
3000
没错，人们可以理解大量的复杂信息，
06:45
like features and benefits and facts and figures.
158
390000
3000
比如特征，优点，事实和图表。
06:48
It just doesn't drive behavior.
159
393000
2000
但不足以激发行动。
06:50
When we can communicate from the inside out,
160
395000
2000
当我们由内向外交流时，
06:52
we're talking directly to the part of the brain
161
397000
2000
我们是在直接同控制行为的
06:54
that controls behavior,
162
399000
2000
那一部分大脑对话，
06:56
and then we allow people to rationalize it
163
401000
2000
然后我们由人们理性地思考
06:58
with the tangible things we say and do.
164
403000
2000
我们所说和做的事情。
07:00
This is where gut decisions come from.
165
405000
2000
这就是那些发自内心的决定的来源。
07:02
You know, sometimes you can give somebody
166
407000
2000
你知道，有时候你展示给一些人
07:04
all the facts and figures,
167
409000
2000
所有的数据图表，
07:06
and they say, "I know what all the facts and details say,
168
411000
2000
他们会说“我知道这些数据和图表是什么意思，
07:08
but it just doesn't feel right."
169
413000
2000
但就是感觉不对。”
07:10
Why would we use that verb, it doesn't "feel" right?
170
415000
3000
为什么我们会用这个动词，“感觉” 不对？
07:13
Because the part of the brain that controls decision-making
171
418000
2000
因为控制决策的那一部分大脑
07:15
doesn't control language.
172
420000
2000
并不支配语言，
07:17
And the best we can muster up is, "I don't know. It just doesn't feel right."
173
422000
3000
我们只好说 “我不知道为什么，就是感觉不对。”
07:20
Or sometimes you say you're leading with your heart,
174
425000
2000
或者有些时候，你说听从心的召唤，
07:22
or you're leading with your soul.
175
427000
2000
或者说听从灵魂。
07:24
Well, I hate to break it to you, those aren't other body parts
176
429000
2000
我不想把这些观念分解得太彻底，但心和灵魂都不是
07:26
controlling your behavior.
177
431000
2000
控制行为的部分。
07:28
It's all happening here in your limbic brain,
178
433000
2000
所有这一切都发生在你的边脑，
07:30
the part of the brain that controls decision-making and not language.
179
435000
3000
控制决策行为而非语言的边脑。
07:33
But if you don't know why you do what you do,
180
438000
3000
如果你自己都不知道你为什么干你所做的事情，
07:36
and people respond to why you do what you do,
181
441000
3000
而别人要对你的动机作出反应，
07:39
then how will you ever get people
182
444000
3000
那么你怎么可能赢得大家
07:42
to vote for you, or buy something from you,
183
447000
2000
对你的支持，从你这里购买东西，
07:44
or, more importantly, be loyal
184
449000
2000
或者，更重要的，对你忠诚
07:46
and want to be a part of what it is that you do.
185
451000
3000
并且想成为你正在做的事情的一分子呢？
07:49
Again, the goal is not just to sell to people who need what you have;
186
454000
3000
再说一次，目标不仅仅是将你有的东西卖给需要它们的人；
07:52
the goal is to sell to people who believe what you believe.
187
457000
3000
而是将东西卖给跟你有共同信念的人。
07:55
The goal is not just to hire people
188
460000
2000
目标不仅仅是雇佣那些
07:57
who need a job;
189
462000
2000
需要一份工作的人；
07:59
it's to hire people who believe what you believe.
190
464000
3000
目标是雇佣那些同你有共同信念的人。
08:02
I always say that, you know,
191
467000
3000
你知道吗，我总是说，
08:07
if you hire people just because they can do a job, they'll work for your money,
192
472000
3000
如果你雇佣某人只是因为他能做这份工作，他们就只是为你开的工资而工作，
08:10
but if you hire people who believe what you believe,
193
475000
2000
但是如果你雇佣跟你有共同信念的人，
08:12
they'll work for you with blood and sweat and tears.
194
477000
2000
他们会为你付出热血，汗水和泪水。
08:14
And nowhere else is there a better example of this
195
479000
2000
这一点，没有比怀特兄弟的故事
08:16
than with the Wright brothers.
196
481000
2000
更恰当的例子了。
08:18
Most people don't know about Samuel Pierpont Langley.
197
483000
3000
大多数人都没听说过塞缪尔·兰利这个人。
08:21
And back in the early 20th century,
198
486000
3000
20世纪初期，
08:24
the pursuit of powered man flight was like the dot com of the day.
199
489000
3000
投入机动飞行器的热情就像当今的网站热，
08:27
Everybody was trying it.
200
492000
2000
每个人都在做尝试。
08:29
And Samuel Pierpont Langley had, what we assume,
201
494000
3000
塞缪尔·兰利拥有所有大家认为是
08:32
to be the recipe for success.
202
497000
3000
成功的要素。
08:35
I mean, even now, you ask people,
203
500000
2000
我的意思是，即便是现在，你问别人
08:37
"Why did your product or why did your company fail?"
204
502000
2000
“为什么你的产品或者公司失败了呢？”
08:39
and people always give you the same permutation
205
504000
2000
人们总是用同样的
08:41
of the same three things:
206
506000
2000
三个东西以同样的排列顺序来回答你，
08:43
under-capitalized, the wrong people, bad market conditions.
207
508000
3000
缺乏资金，用人不善，形势不好。
08:46
It's always the same three things, so let's explore that.
208
511000
3000
总是那三种理由，所以让我们来逐个分析一下。
08:49
Samuel Pierpont Langley
209
514000
2000
国防部给了塞缪尔·兰利
08:51
was given 50,000 dollars by the War Department
210
516000
3000
5万美金
08:54
to figure out this flying machine.
211
519000
2000
作为研制飞行器的资金。
08:56
Money was no problem.
212
521000
2000
所以说，资金不是问题。
08:58
He held a seat at Harvard
213
523000
2000
他在哈佛大学工作过，
09:00
and worked at the Smithsonian and was extremely well-connected;
214
525000
3000
也在史密森尼学会工作过，人脉极其广泛。
09:03
he knew all the big minds of the day.
215
528000
2000
他认识当时最优秀的人才。
09:05
He hired the best minds
216
530000
2000
因此，他雇佣了
09:07
money could find
217
532000
2000
用资金能吸引到的最优秀的人才。
09:09
and the market conditions were fantastic.
218
534000
2000
当时的市场形势相当有利。
09:11
The New York Times followed him around everywhere,
219
536000
3000
纽约时报对他做跟踪报道，
09:14
and everyone was rooting for Langley.
220
539000
2000
每个人都支持他。
09:16
Then how come we've never heard of Samuel Pierpont Langley?
221
541000
3000
但是为什么你们连听都没听说过他呢？
09:19
A few hundred miles away in Dayton Ohio,
222
544000
3000
与此同时，几百公里之外的俄亥俄州代顿市
09:22
Orville and Wilbur Wright,
223
547000
2000
有一对兄弟，奥维尔•莱特和维尔伯•莱特，
09:24
they had none of what we consider
224
549000
2000
他们俩没有任何我们认为的
09:26
to be the recipe for success.
225
551000
2000
成功的要素。
09:28
They had no money;
226
553000
2000
他们没有钱。
09:30
they paid for their dream with the proceeds from their bicycle shop;
227
555000
3000
他们用自行车店的收入来追求他们的梦想。
09:33
not a single person on the Wright brothers' team
228
558000
2000
莱特兄弟的团队中没有一个人
09:35
had a college education,
229
560000
2000
上过大学，
09:37
not even Orville or Wilbur;
230
562000
2000
就连奥维尔和维尔伯也没有。
09:39
and The New York Times followed them around nowhere.
231
564000
3000
纽约时报更是不沾边的。
09:42
The difference was,
232
567000
2000
不同的是，
09:44
Orville and Wilbur were driven by a cause,
233
569000
2000
奥维尔和维尔伯追求的是一个事业，
09:46
by a purpose, by a belief.
234
571000
2000
一个目标，一种信念。
09:48
They believed that if they
235
573000
2000
他们相信如果他们
09:50
could figure out this flying machine,
236
575000
2000
能研制出飞行器，
09:52
it'll change the course of the world.
237
577000
3000
将会改变全世界的发展进程。
09:55
Samuel Pierpont Langley was different.
238
580000
2000
塞缪尔·兰利就不同了，
09:57
He wanted to be rich, and he wanted to be famous.
239
582000
3000
他想要发财，他想要成名。
10:00
He was in pursuit of the result.
240
585000
2000
他追求的是最终结果，
10:02
He was in pursuit of the riches.
241
587000
2000
是变得富有。
10:04
And lo and behold, look what happened.
242
589000
3000
看吧，看接下来怎么样了。
10:07
The people who believed in the Wright brothers' dream
243
592000
2000
那些怀有和怀特兄弟一样梦想的人
10:09
worked with them with blood and sweat and tears.
244
594000
3000
跟他们一起热血朝天地奋斗着。
10:12
The others just worked for the paycheck.
245
597000
2000
另一边的人则是为了工资而工作。
10:14
And they tell stories of how every time the Wright brothers went out,
246
599000
3000
后来流传的故事说，每次怀特兄弟出去实验时，
10:17
they would have to take five sets of parts,
247
602000
2000
都必须带着五组零件，
10:19
because that's how many times they would crash
248
604000
2000
因为那是在他们回来吃晚饭之前
10:21
before they came in for supper.
249
606000
2000
将要坠毁的次数。
10:24
And, eventually, on December 17th, 1903,
250
609000
3000
最后，在1903年12月17日，
10:27
the Wright brothers took flight,
251
612000
3000
怀特兄弟成功起飞，
10:30
and no one was there to even experience it.
252
615000
2000
但是当时没有任何其他人在场目睹。
10:32
We found out about it a few days later.
253
617000
3000
我们是在几天后才知道的。
10:36
And further proof that Langley
254
621000
2000
后来的事情进一步证实了
10:38
was motivated by the wrong thing:
255
623000
2000
兰利动机不纯，
10:40
The day the Wright brothers took flight, he quit.
256
625000
3000
他在怀特兄弟成功的当天就辞职了。
10:43
He could have said,
257
628000
2000
他本来应该可以说：
10:45
"That's an amazing discovery, guys,
258
630000
2000
“伙计们，这真是一项伟大的发明，
10:47
and I will improve upon your technology," but he didn't.
259
632000
3000
我可以改进你们的技术。” 但是他没有，
10:50
He wasn't first, he didn't get rich,
260
635000
2000
因为他不是第一个制造出飞机的人，他就不会变得富有，
10:52
he didn't get famous so he quit.
261
637000
2000
他也不会变得有名，所以他辞职了。
10:54
People don't buy what you do; they buy why you do it.
262
639000
3000
人们买的不是你的产品；而是你的信念。
10:57
And if you talk about what you believe,
263
642000
2000
如果你讲述你的信念，
10:59
you will attract those who believe what you believe.
264
644000
3000
你将吸引那些跟你拥有同样信念的人。
11:02
But why is it important to attract those who believe what you believe?
265
647000
3000
但是为什么吸引那些跟你拥有同样信念的人非常重要呢？
11:07
Something called the law of diffusion of innovation,
266
652000
2000
创新的传播有一个规律，
11:09
and if you don't know the law, you definitely know the terminology.
267
654000
3000
如果你不知道这个规律，你一定了解这个概念。
11:12
The first two and a half percent of our population
268
657000
3000
我们的社会中，有2.5%的人
11:15
are our innovators.
269
660000
2000
是革新者。
11:17
The next 13 and a half percent of our population
270
662000
3000
13.5%的人
11:20
are our early adopters.
271
665000
2000
是早期的少部分采纳者。
11:22
The next 34 percent are your early majority,
272
667000
2000
接下来的34%是早期接受的大多数，
11:24
your late majority and your laggards.
273
669000
3000
然后是比较晚接受的大多数和最后行动的。
11:27
The only reason these people buy touch tone phones
274
672000
3000
这部分最后行动的人买按键电话的唯一原因是
11:30
is because you can't buy rotary phones anymore.
275
675000
2000
因为他们再也买不到转盘电话了。
11:32
(Laughter)
276
677000
2000
（笑声）
11:34
We all sit at various places at various times on this scale,
277
679000
3000
虽然我们在不同的时候会处在这个曲线上不同的位置，
11:37
but what the law of diffusion of innovation tells us
278
682000
3000
但是创新的传播规律告诉我们
11:40
is that if you want mass-market success
279
685000
3000
如果你想在大众市场上
11:43
or mass-market acceptance of an idea,
280
688000
2000
获得成功，或者要大众接纳一个点子，
11:45
you cannot have it
281
690000
2000
你得等到
11:47
until you achieve this tipping point
282
692000
2000
获得15%-18%的市场接受度
11:49
between 15 and 18 percent market penetration,
283
694000
3000
这个转折点之后才行。
11:52
and then the system tips.
284
697000
3000
那时之后市场才真正打开。
11:55
And I love asking businesses, "What's your conversion on new business?"
285
700000
3000
我喜欢问公司：“你的新生意怎么样呀？”
11:58
And they love to tell you, "Oh, it's about 10 percent," proudly.
286
703000
2000
他们会很自豪地告诉你 “哦，大概有10%吧。”
12:00
Well, you can trip over 10 percent of the customers.
287
705000
2000
是呀，你有可能就在10%的顾客群这里过不去了。
12:02
We all have about 10 percent who just "get it."
288
707000
2000
我们都能让10%的人“意会”，
12:04
That's how we describe them, right?
289
709000
2000
对，我们一般这样形容他们。
12:06
That's like that gut feeling, "Oh, they just get it."
290
711000
2000
就好比描述那种感觉： “哦，他们有点心领神会了”。
12:08
The problem is: How do you find the ones that get it
291
713000
3000
问题是：你怎么在他们还没有成为你的顾客之前
12:11
before you're doing business with them versus the ones who don't get it?
292
716000
3000
就发现那些能意会的人，和那些不能意会的人？
12:14
So it's this here, this little gap
293
719000
2000
这就是问题的所在，就是这点间隙，
12:16
that you have to close,
294
721000
2000
你得把这个间隙给填上，
12:18
as Jeffrey Moore calls it, "Crossing the Chasm" --
295
723000
2000
正如杰弗里穆尔所说的，“跨越鸿沟”。
12:20
because, you see, the early majority
296
725000
2000
因为早期的大多数
12:22
will not try something
297
727000
2000
不会尝试新事物，
12:24
until someone else
298
729000
2000
除非有些人
12:26
has tried it first.
299
731000
2000
已经先尝试过了。
12:28
And these guys, the innovators and the early adopters,
300
733000
3000
而这些人，创新者和早期的少数人，
12:31
they're comfortable making those gut decisions.
301
736000
2000
他们喜欢大胆的尝试。
12:33
They're more comfortable making those intuitive decisions
302
738000
3000
他们更自然地凭直觉做事情，
12:36
that are driven by what they believe about the world
303
741000
3000
发自于他们的世界观的直觉，
12:40
and not just what product is available.
304
745000
2000
而不仅仅是因为市场上有什么样的产品。
12:42
These are the people who stood in line for six hours
305
747000
2000
这是一批在 iPhone上市的头几天
12:44
to buy an iPhone when they first came out,
306
749000
2000
去排队等六个小时来购买的人，
12:46
when you could have just walked into the store the next week
307
751000
2000
而其实只要等一个星期你就可以随便走进店里
12:48
and bought one off the shelf.
308
753000
2000
从货架上买到。
12:50
These are the people who spent 40,000 dollars
309
755000
2000
这是一批在平板电视刚推出时
12:52
on flat screen TVs when they first came out,
310
757000
3000
会花4万美金买一台的人，
12:55
even though the technology was substandard.
311
760000
3000
尽管当时的技术还不成熟。
12:58
And, by the way, they didn't do it
312
763000
2000
补充说一下，他们并不是因为技术的先进
13:00
because the technology was so great;
313
765000
2000
而买那些产品，
13:02
they did it for themselves.
314
767000
2000
而是为了他们自己。
13:04
It's because they wanted to be first.
315
769000
2000
因为他们想成为第一个体验新产品的人。
13:06
People don't buy what you do; they buy why you do it
316
771000
2000
人们买的不是你的产品；人们买的是你的信念。
13:08
and what you do simply
317
773000
2000
你的行动只是证明了
13:10
proves what you believe.
318
775000
2000
你的信念。
13:12
In fact, people will do the things
319
777000
2000
实际上，人们会去做能够体现
13:14
that prove what they believe.
320
779000
2000
他们的信念的事情。
13:16
The reason that person bought the iPhone
321
781000
2000
那些为了抢先
13:18
in the first six hours,
322
783000
3000
在头六个小时内买到iPhone 而
13:21
stood in line for six hours,
323
786000
2000
排六个小时的队的人，
13:23
was because of what they believed about the world,
324
788000
2000
是出于他们的世界观，
13:25
and how they wanted everybody to see them:
325
790000
2000
出于他们想别人怎么看自己。
13:27
They were first.
326
792000
2000
他们是第一批体验者。
13:29
People don't buy what you do; they buy why you do it.
327
794000
2000
人们买的不是你的产品；他们买的是你的信念。
13:31
So let me give you a famous example,
328
796000
2000
我再举些著名的例子吧，
13:33
a famous failure and a famous success
329
798000
2000
证实创新传播规律的一个失败的例子
13:35
of the law of diffusion of innovation.
330
800000
2000
和一个成功的例子。
13:37
First, the famous failure.
331
802000
2000
首先我们讲这个失败的例子。
13:39
It's a commercial example.
332
804000
2000
还是商业上的。
13:41
As we said before, a second ago,
333
806000
2000
就如我们一秒钟前刚刚说过的，
13:43
the recipe for success is money and the right people and the right market conditions,
334
808000
3000
成功的要素是充足的资金，优秀的人才和良好的市场形势。
13:46
right? You should have success then.
335
811000
2000
那么，是不是如果有这些你就应该获得成功。
13:48
Look at TiVo.
336
813000
2000
看看蒂沃（TiVo）数字视频公司吧。
13:50
From the time TiVo came out about eight or nine years ago
337
815000
2000
自从推出蒂沃机顶盒以来，大概是八、九年前，
13:52
to this current day,
338
817000
2000
直到今天，
13:54
they are the single highest-quality product on the market,
339
819000
3000
它们一直是市场上唯一的最高品质的产品，
13:57
hands down, there is no dispute.
340
822000
3000
这没有任何异议。
14:00
They were extremely well-funded.
341
825000
2000
它们绝对是资金充足，
14:02
Market conditions were fantastic.
342
827000
2000
市场形势也大好。
14:04
I mean, we use TiVo as verb.
343
829000
2000
其实，“蒂沃” 都变成了一个日常用的动词。
14:06
I TiVo stuff on my piece of junk Time Warner DVR all the time.
344
831000
3000
比如：我经常把东西蒂沃到我那台华纳数码视频录像机里面。
14:12
But TiVo's a commercial failure.
345
837000
2000
但是蒂沃是个商业上的失败案例，
14:14
They've never made money.
346
839000
2000
他们没有赚到一分钱。
14:16
And when they went IPO,
347
841000
2000
他们上市时，
14:18
their stock was at about 30 or 40 dollars
348
843000
2000
股票价格大约在30到40美元，
14:20
and then plummeted, and it's never traded above 10.
349
845000
2000
然后就直线下跌，而成交价格从没超过10美元。
14:22
In fact, I don't think it's even traded above six,
350
847000
3000
实际上，我印象中它的交易价格从来没有超过 6美元，
14:25
except for a couple of little spikes.
351
850000
2000
除了几次小的震荡之外。
14:27
Because you see, when TiVo launched their product
352
852000
2000
因为你会发现，蒂沃公司新推出他们的产品时，
14:29
they told us all what they had.
353
854000
3000
他们只是告诉我们他们产品是什么，
14:32
They said, "We have a product that pauses live TV,
354
857000
3000
他们说 “我们的产品可以把电视节目暂停，
14:35
skips commercials, rewinds live TV
355
860000
3000
跳过广告，回放电视节目，
14:38
and memorizes your viewing habits
356
863000
2000
还能记住你的观看习惯，
14:40
without you even asking."
357
865000
3000
你甚至都不用刻意设置它。”
14:43
And the cynical majority said,
358
868000
2000
挑剔的人们说：
14:45
"We don't believe you.
359
870000
2000
“我们不相信你，
14:47
We don't need it. We don't like it.
360
872000
2000
我们不需要这样的东西，我们也不喜欢这样的东西。
14:49
You're scaring us."
361
874000
2000
你在唬人。”
14:51
What if they had said,
362
876000
2000
假如他们这么说：
14:53
"If you're the kind of person
363
878000
2000
“如果你
14:55
who likes to have total control
364
880000
3000
想掌控
14:58
over every aspect of your life,
365
883000
3000
生活的方方面面，
15:01
boy, do we have a product for you.
366
886000
3000
朋友，那么就试试我们的产品吧。
15:04
It pauses live TV, skips commercials,
367
889000
2000
它可以暂停直播节目，跳过广告，
15:06
memorizes your viewing habits, etc., etc."
368
891000
3000
回放直播节目，还能记下你的观看习惯，等等。
15:09
People don't buy what you do; they buy why you do it,
369
894000
2000
人们买的不是你的产品；人们买的是你的信念。
15:11
and what you do simply serves as
370
896000
2000
你所做的仅仅只是
15:13
the proof of what you believe.
371
898000
2000
你的信念的证明而已。
15:15
Now let me give you a successful example
372
900000
3000
下面我给大家介绍一个
15:18
of the law of diffusion of innovation.
373
903000
3000
成功的例子。
15:21
In the summer of 1963,
374
906000
3000
1963年的夏天，
15:24
250,000 people showed up
375
909000
2000
25万人
15:26
on the mall in Washington
376
911000
2000
聚集在华盛顿特区
15:28
to hear Dr. King speak.
377
913000
2000
聆听马丁•路德•金博士的演讲。
15:31
They sent out no invitations,
378
916000
3000
那时，既没有发请帖，
15:34
and there was no website to check the date.
379
919000
3000
也没有可能在网上查看日期。
15:37
How do you do that?
380
922000
2000
怎么会有 25万人参加呢？
15:39
Well, Dr. King wasn't the only man in America
381
924000
2000
而且，金博士不是美国唯一
15:41
who was a great orator.
382
926000
2000
的伟大演说家，
15:43
He wasn't the only man in America who suffered
383
928000
2000
也不是美国唯一一位在民权法案实施前
15:45
in a pre-civil rights America.
384
930000
2000
遭受歧视的人。
15:47
In fact, some of his ideas were bad.
385
932000
3000
实际上，他的一些想法甚至不正确。
15:50
But he had a gift.
386
935000
2000
但是他有个天赋。
15:52
He didn't go around telling people what needed to change in America.
387
937000
3000
他没有到处宣扬美国需要改变什么方面，
15:55
He went around and told people what he believed.
388
940000
2000
他只是到处告诉别人他所相信的。
15:57
"I believe, I believe, I believe,"
389
942000
2000
“我相信。我相信。我相信。”
15:59
he told people.
390
944000
2000
他总是这么跟别人说。
16:01
And people who believed what he believed
391
946000
2000
而那些和他怀有同样信念的人
16:03
took his cause, and they made it their own,
392
948000
2000
受了他的启发，他们也开始
16:05
and they told people.
393
950000
2000
将自己的信念告诉别人。
16:07
And some of those people created structures
394
952000
2000
有些人建立起一些组织机构
16:09
to get the word out to even more people.
395
954000
2000
将这些话传给更多的人。
16:11
And lo and behold,
396
956000
2000
你看，就这样，
16:13
250,000 people showed up
397
958000
2000
25万人
16:15
on the right day at the right time
398
960000
3000
在那天，那个时候，
16:18
to hear him speak.
399
963000
2000
聚集在一起听他演讲。
16:20
How many of them showed up for him?
400
965000
3000
有多少人是为了听 “他” 演说而去的呢？
16:24
Zero.
401
969000
2000
没有人。
16:26
They showed up for themselves.
402
971000
2000
他们是为了他们自己而去的。
16:28
It's what they believed about America
403
973000
2000
那是他们对于美国的信念
16:30
that got them to travel in a bus for eight hours
404
975000
3000
支持着他们坐 8个小时的公车，
16:33
to stand in the sun in Washington in the middle of August.
405
978000
3000
站在华盛顿八月中旬的烈日下。
16:36
It's what they believed, and it wasn't about black versus white:
406
981000
3000
是他们所相信的信念，而不是黑人跟白人之间的斗争。
16:39
25 percent of the audience was white.
407
984000
3000
25%的听众是白人。
16:42
Dr. King believed that
408
987000
2000
金博士相信
16:44
there are two types of laws in this world:
409
989000
2000
世界上有两种律法，
16:46
those that are made by a higher authority
410
991000
2000
一种是上天制定的，
16:48
and those that are made by man.
411
993000
2000
一种是世人制定的。
16:50
And not until all the laws that are made by man
412
995000
3000
直到世人制定的法律
16:53
are consistent with the laws that are made by the higher authority
413
998000
2000
和上天制定的律法相符合，
16:55
will we live in a just world.
414
1000000
2000
我们才真正生活在公正的世界里。
16:57
It just so happened that the Civil Rights Movement
415
1002000
2000
民权运动只是碰巧
16:59
was the perfect thing to help him
416
1004000
3000
帮他将信念
17:02
bring his cause to life.
417
1007000
2000
付诸于现实的一件事情。
17:04
We followed, not for him, but for ourselves.
418
1009000
3000
我们跟随他，不是为了他，而是为了我们自己。
17:07
And, by the way, he gave the "I have a dream" speech,
419
1012000
2000
顺便说一下，他的演讲是 “我有一个梦想”，
17:09
not the "I have a plan" speech.
420
1014000
2000
而不是 “我有一个方案”。
17:11
(Laughter)
421
1016000
4000
（笑声）
17:15
Listen to politicians now, with their comprehensive 12-point plans.
422
1020000
3000
听听现在的政治家们提出的 12点的大杂烩计划，
17:18
They're not inspiring anybody.
423
1023000
2000
没一点劲。
17:20
Because there are leaders and there are those who lead.
424
1025000
3000
一些人是当官的，而另一些人是领袖。
17:23
Leaders hold a position of power
425
1028000
2000
当官的只是占据在有权力
17:25
or authority,
426
1030000
2000
和威严的位置上，
17:27
but those who lead inspire us.
427
1032000
3000
但是只有具有领袖素质的人才能激励我们。
17:31
Whether they're individuals or organizations,
428
1036000
2000
无论他们是个人还是组织，
17:33
we follow those who lead,
429
1038000
2000
我们都追隨领袖，
17:35
not because we have to,
430
1040000
2000
不是因为我们必须这样做，
17:37
but because we want to.
431
1042000
3000
而是因为我们愿意。
17:40
We follow those who lead, not for them,
432
1045000
3000
我们跟随具有领袖能力的人，不是为他们，
17:43
but for ourselves.
433
1048000
2000
而是为我们自己。
17:45
And it's those who start with "why"
434
1050000
3000
也只有那些从 “为什么”这个圆圈出发的人
17:48
that have the ability
435
1053000
2000
才有能力
17:50
to inspire those around them
436
1055000
2000
激励周围的人，
17:52
or find others who inspire them.
437
1057000
3000
或者找到能够激励他们的人。
17:55
Thank you very much.
438
1060000
2000
（非常谢谢大家）
17:57
(Applause)
439
1062000
2000
（鼓掌）
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