TED2009
Seth Godin: The tribes we lead
Seth Godin论部落领导新时代
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Readability: 3.2
2,377,169 views
Seth Godin论述了互联网已经结束了大规模销售并将人类的社会单位改写成过去的形式:部落. 基于分享观点和价值观,部落会给平常人力量去做很大的改变. 他鼓励我们尝试这样做.
Seth Godin - Marketer and author
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Double-click the English transcript below to play the video.
00:12
So sometimes I get invited to give weird talks.
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有时有人会邀请我去做一些奇怪的演讲
00:15
I got invited to speak to the people
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比如我应邀去
00:18
who dress up in big stuffed animal costumes
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给穿着巨大的填充动物服装
00:21
to perform at sporting events.
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在运动场馆表演的人做演讲。
00:24
Unfortunately I couldn't go.
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可惜我没法去
00:26
But it got me thinking about
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但这让我想到
00:28
the fact that these guys, at least most of them,
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这些人，至少他们大部分人
00:31
know what it is that they do for a living.
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知道自己靠什么来谋生
00:33
What they do is they dress up
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他们穿戴着填充动物服装
00:35
as stuffed animals and entertain people at sporting events.
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在运动场所取悦人们
00:39
Shortly after that I got invited
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之后不久
00:41
to speak at the convention of the people
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我又应邀为一群制作气球动物形象
00:43
who make balloon animals.
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的人们做演讲
00:45
And again, I couldn't go. But it's a fascinating group. They make balloon animals.
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可惜我还是没法去。这是很棒的一群人，他们制作气球动物。
00:48
There is a big schism between the ones who make
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制作可爱的气球形象的爱好者和制作色情充气娃娃的人
00:50
gospel animals and porn animals, but --
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之间有着本质的区别.
00:52
(Laughter)
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(笑声)
00:54
they do a lot of really cool stuff with balloons.
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但他们用气球做了很多很酷的东西
00:57
Sometimes they get in trouble, but not often.
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有时他们会遇到一些麻烦
00:59
And the other thing about these guys
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而这些人
01:01
is, they also know what they do for a living.
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他们也知道自己如何谋生
01:04
They make balloon animals.
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他们制作气球动物
01:07
But what do we do for a living?
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但他们到底如何谋生？
01:09
What exactly to the people watching this do every day?
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正在听我演讲的人究竟每天在做什么？
01:14
And I want to argue that what we do
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我认为我们所作所为是因为
01:16
is we try to change everything.
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我们想改变一切。
01:19
That we try to find a piece of the status quo --
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我们发现一些现实问题
01:22
something that bothers us, something that needs to be improved,
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那些困扰我们的问题，需要改进的问题
01:24
something that is itching to be changed -- and we change it.
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有些东西需要改变, 于是我们改变它.
01:28
We try to make big, permanent, important change.
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我们努力去做巨大的，永久的，重要的改变
01:33
But we don't think about it that way.
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但我们并不是这样想的。
01:35
And we haven't spent a lot of time talking about
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我们也没有花很多时间来讨论
01:37
what that process is like.
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应该如何来做
01:40
And I've been studying it for a couple years.
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我花了几年时间来研究这个问题
01:42
And I want to share a couple stories with you today.
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今天我想和大家分享一些故事
01:44
First, about a guy named Nathan Winograd.
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首先，我们看看Nathan Winograd的故事
01:46
Nathan was the number two person at the San Francisco SPCA.
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Nathan是旧金山SPCA的二号人物
01:50
And what you may not know about the history of the SPCA
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你可能并不了解SPCA的历史
01:52
is, it was founded to kill dogs and cats.
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成立SPCA的目的是为了杀死猫和狗
01:56
Cities gave them a charter
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市政府允许他们
01:59
to get rid of the stray animals on the street and destroy them.
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杀死在街头流浪的猫狗
02:02
In a typical year four million dogs and cats were killed,
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每年大约有4百万只猫和狗被杀
02:06
most of them within 24 hours of being scooped off of the street.
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其中大多数在街头被抓住后24小时内就被杀死
02:10
Nathan and his boss saw this,
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Nathan和他的老板看到这个情况
02:12
and they could not tolerate it.
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他们无法继续容忍
02:14
So they set out to make San Francisco
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他们决定让旧金山
02:16
a no-kill city:
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成为一个不杀猫狗的城市
02:18
create an entire city
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他们要创建一个新的城市
02:20
where every dog and cat,
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每一只猫和狗
02:22
unless it was ill or dangerous,
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都会被收养，而不是被杀死
02:25
would be adopted, not killed.
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除非它们病了或有其他的危险。
02:27
And everyone said it was impossible.
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所有人都说这不可能。
02:30
Nathan and his boss went to the city council to get a change in the ordinance.
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Nathan和他的老板让市政厅修改了条例。
02:33
And people from SPCAs and humane shelters around the country
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全国各地的SPCA员工及人道主义者
02:36
flew to San Francisco
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都飞到旧金山来
02:38
to testify against them --
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反对这种做法。
02:41
to say it would hurt the movement and it was inhumane.
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说这太伤害大家而且没有仁慈之心.
02:45
They persisted. And Nathan went directly to the community.
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他们坚持己见。Nathan更深入到社区中，
02:49
He connected with people who cared about this:
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联系那些关注这件事的人
02:51
nonprofessionals, people with passion.
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这些拥有激情的非专业人士.
02:53
And within just a couple years,
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仅仅几年之后
02:55
San Francisco became the first no-kill city,
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旧金山成了第一个不杀害猫狗的城市，
03:00
running no deficit, completely supported by the community.
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而且没有超出预算，也完全得到了社区的支持。
03:04
Nathan left and went to Tompkins County, New York --
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Nathan又来到纽约市的Tompkins郡
03:07
a place as different from San Francisco
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尽管这里与旧金山差别很大
03:09
as you can be and still be in the United States. And he did it again.
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Nathan又发起了这个运动。
03:12
He went from being a glorified dogcatcher
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他从一名很荣耀的捕狗者
03:14
to completely transforming the community.
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彻底地转向推动社区的转变。
03:17
And then he went to North Carolina and did it again.
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之后他又来到北卡罗莱纳州，推动同样的事
03:19
And he went to Reno and he did it again.
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又去了Reno做同样的事。
03:22
And when I think about what Nathan did,
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当我想到Nathan做的事，
03:24
and when I think about what people here do, I think about ideas.
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当我想到这儿的人们做的事，我想到一些想法。
03:27
And I think about the idea that
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我想到那些能够
03:30
creating an idea, spreading an idea
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激发以及传播想法的构想
03:32
has a lot behind it.
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背后有着更深远的东西.
03:34
I don't know if you've ever been to a Jewish wedding,
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不知道大家是否参加过犹太婚礼
03:37
but what they do is, they take a light bulb
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他们拿一个灯泡
03:40
and they smash it.
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猛地打碎它
03:43
Now there is a bunch of reasons for that, and stories about it.
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这么做有很多的原因和故事
03:47
But one reason is because it indicates a change,
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其中的一个原因是，这表示改变
03:50
from before to after.
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生活前后发生了变化。
03:52
It is a moment in time.
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这是个重要的时刻。
03:54
And I want to argue that we are living through
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我想说, 我们正在亲身经历这些
03:57
and are right at the key moment
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现在正是新思想形成和传播
03:59
of a change in the way ideas are created
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以及执行的
04:01
and spread and implemented.
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关键时刻.
04:03
We started with the factory idea:
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我们从工厂的概念出发.
04:06
that you could change the whole world if you had an efficient factory
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如果你有一个高效的足够大的工厂
04:08
that could churn out change.
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你可能会改变整个世界.
04:10
We then went to the TV idea,
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然后我们再到电视的概念.
04:12
that said if you had a big enough mouthpiece,
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就是说,如果你是一个足够牛的代言人,
04:14
if you could get on TV enough times, if you could buy enough ads, you could win.
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如果你在电视上露足够多的脸,如果你可以买足够多的广告, 你就会获胜.
04:17
And now we're in this new model of leadership,
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现在, 我们正是在这种领导模式下.
04:21
where the way we make change
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这是我们进行改变的方式.
04:24
is not by using money
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不再是用钱或权
04:27
or power to lever a system,
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去撬动一个体系了.
04:29
but by leading.
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而是去带领,去导向.
04:31
So let me tell you about the three cycles. The first one is the factory cycle.
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现在我来告诉你这三个循环. 第一个是工厂部分.
04:34
Henry Ford comes up with a really cool idea.
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Henry Ford有一个特别酷的想法.
04:38
It enables him to hire men
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这促使他可以
04:40
who used to get paid 50 cents a day
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去雇佣那些每天只挣50美分的劳工
04:42
and pay them five dollars a day.
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而且付他们5美元一天.
04:44
Because he's got an efficient enough factory.
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因为他有一个足够高效的工厂.
04:46
Well with that sort of advantage
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有了那种优势.
04:48
you can churn out a lot of cars.
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你就可以制造出很多汽车.
04:50
You can make a lot of change. You can get roads built.
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你可以有很多改变. 你可以修路.
04:53
You can change the fabric of an entire country.
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你能去改变整个国家的结构.
04:56
That the essence of what you're doing is you need
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你要做的事情就是你需要
04:58
ever-cheaper labor,
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更廉价的劳动力,
05:00
and ever-faster machines.
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和更快的机器.
05:03
And the problem we've run into is, we're running out of both.
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但问题是,我们遭遇到我们这两样都达到极限了.
05:06
Ever-cheaper labor and ever-faster machines.
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更便宜的劳工和更快的机器.
05:09
(Laughter)
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(笑声)
05:14
So we shift gears for a minute,
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所以我们立刻做了改变,
05:17
and say, "I know: television;
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并且说,"我明白了, 电视."
05:20
advertising. Push push.
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广告. 推广推广.
05:22
Take a good idea and push it on the world.
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有个好的创意然后推广给全世界.
05:25
I have a better mousetrap.
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我有一个好的捕鼠器.
05:27
And if I can just get enough money to tell enough people, I'll sell enough."
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如果我有够多的钱,告诉够多的人,我会卖的足够多.
05:31
And you can build an entire industry on that.
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并且还可以打造整个产业.
05:34
If necessary you can put babies in your ads.
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有必要的话,你可以把婴儿放进广告里.
05:37
If necessary you can use babies to sell other stuff.
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有必要的话,你可以用婴儿销售别的产品.
05:40
And if babies don't work, you can use doctors.
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如果婴儿的效果不好,你可以用医生.
05:44
But be careful.
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但要小心点儿.
05:46
Because you don't want to get an unfortunate juxtaposition,
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因为你不希望像这组广告一样有着不幸的结合.
05:48
where you're talking about one thing instead of the other.
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这样你们只会言非所意.（上面的广告宣传儿童肥胖的危险，下面的是麦当劳的广告。）
05:51
(Laughter)
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(笑声)
05:53
This model requires you to act like the king,
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这个模式要求你扮演一个国王似的人物.
05:57
like the person in the front of the room
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就像站在这个台子上的人把想法传递给
05:59
throwing things to the peons in the back.
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后排的观众一样.
06:01
That you are in charge, and you're going to tell people
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你自己作主, 并且把你的想法告诉人们
06:04
what to do next.
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下一步要做什么.
06:06
The quick little diagram of it is, you're up here,
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你就像这张图中所显示的一样.
06:09
and you are pushing it out to the world.
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把你的想法告诉全世界.
06:11
This method -- mass marketing --
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这个方法,大众市场,
06:14
requires average ideas,
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需要普遍的想法
06:16
because you're going to the masses,
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和大量的广告
06:18
and plenty of ads.
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因为你的对象是普罗大众。
06:21
What we've done as spammers
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我们做的就像是垃圾邮件发送者一样
06:23
is tried to hypnotize everyone
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试图去催眠所有人
06:25
into buying our idea,
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去接受我们的想法.
06:27
hypnotize everyone into donating to our cause,
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催眠每个人都会我们的事业作贡献.
06:29
hypnotize everyone into voting for our candidate.
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催眠每个人去给我们的候选人投票.
06:32
And, unfortunately, it doesn't work so well anymore either.
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不幸的是它并不是一直这么奏效.
06:37
(Laughter)
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（哭泣儿童的后面是圣诞老人的坟墓）(笑声)
06:40
But there is good news around the corner -- really good news.
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但这里有个好消息,真的是好消息.
06:45
I call it the idea of tribes.
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我称之为概念部落.
06:50
What tribes are, is a very simple concept
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什么是部落? 这个简单的概念,
06:53
that goes back 50,000 years.
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要回到五万年之前.
06:56
It's about leading and connecting people and ideas.
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部落是关于带领和连接人们和想法的.
07:00
And it's something that people have wanted forever.
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这些事情是人们一直以来追求的.
07:03
Lots of people are used to having a spiritual tribe, or a church tribe,
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过去有许多人有宗教上的部落,或教会部落.
07:07
having a work tribe,
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或工作部落.
07:09
having a community tribe.
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拥有一个部落团体
07:12
But now, thanks to the internet, thanks to the explosion of mass media,
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但现在,感谢互联网和大众传媒的信息大爆炸,
07:15
thanks to a lot of other things
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感谢很多其它的东西
07:17
that are bubbling through our society around the world,
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在世界各地的社会中酝酿.
07:20
tribes are everywhere.
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部落无处不在.
07:22
The Internet was supposed to homogenize everyone by connecting us all.
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互联网本应该把我们均匀的连接在一起.
07:24
Instead what it's allowed is silos of interest.
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但事实上，互联网创建了各种兴趣小团队.
07:27
So you've got the red-hat ladies over here.
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所以你会看到红帽子女士们.
07:29
You've got the red-hat triathletes over there.
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你还会看到红帽子铁人三项运动员们.
07:32
You've got the organized armies over here.
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你会看到组织有序的军队.
07:34
You've got the disorganized rebels over here.
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还会看到无组织的叛军.
07:36
You've got people in white hats making food.
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你会看到带白帽的人准备食物.
07:38
And people in white hats sailing boats.
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还有带白帽的人去航海.
07:40
The point is that you can find Ukrainian folk dancers
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这时你可以找到乌克兰文民族舞者.
07:43
and connect with them,
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并且与她们交流.
07:45
because you want to be connected.
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因为你想让自己被连接.
07:47
That people on the fringes
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在外围的人群
07:49
can find each other, connect and go somewhere.
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可以找到别人, 联系在一起并且去其它地方.
07:53
Every town that has a volunteer fire department
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任何一个有着志愿消防部门的城市
07:55
understands this way of thinking.
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都会理解为什么会发生这样的事情.
07:57
(Laughter)
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(笑声)
08:03
Now it turns out
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现在解释一下
08:06
this is a legitimate non-photoshopped photo.
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这是一张合法的,没经过任何修改的照片.
08:09
People I know who are firemen told me that this is not uncommon.
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我认识的一个消防队员告诉我这种事情经常发生.
08:11
And that what firemen do to train sometimes
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消防队员有时会参加训练
08:14
is they take a house that is going to be torn down,
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他们会烧掉一个快拆掉的房子,
08:16
and they burn it down instead, and practice putting it out.
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去练习如何去灭火.
08:19
But they always stop and take a picture.
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但他们总是停下来拍张照片.
08:21
(Laughter)
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(笑声)
08:22
You know the pirate tribe is a fascinating one.
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你知道海盗部落是最迷人的部落的一种.
08:25
They've got their own flag. They've got the eye patches.
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他们有自己标志的旗帜. 他们眼罩上也有标志.
08:27
You can tell when you're running into someone in a tribe.
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你可以告诉什么时间你加入了一个部落.
08:30
And it turns out that it's tribes --
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结果是这是个部落.
08:32
not money, not factories --
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不是钱, 不是工厂,
08:34
that can change our world, that can change politics,
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能改变我们的世界,能改变我们的政治.
08:37
that can align large numbers of people.
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可以结盟大量的人群.
08:39
Not because you force them to do something against their will,
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不是因为你强迫人们去做违背他们意愿的事情.
08:43
but because they wanted to connect.
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因为他们希望相互联系.
08:45
That what we do for a living now,
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这就是我们现在的生计.
08:47
all of us, I think,
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我们所有人的生计.
08:49
is find something worth changing,
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是找到一些值的改变的事情.
08:51
and then assemble tribes that assemble tribes
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然后集合部落再集合部落
08:56
that spread the idea and spread the idea.
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去不断的传播这些想法.
08:58
And it becomes something far bigger than ourselves,
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然后它变成超越我们自身的事情.
09:00
it becomes a movement.
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它变为一个运动.
09:03
So when Al Gore set out
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所以当 Al Gore 去开始
09:05
to change the world again,
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改变世界的时候,
09:08
he didn't do it by himself.
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并不是他自己去做的,
09:10
And he didn't do it by buying a lot of ads.
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并且他也没有去做很多广告.
09:12
He did it by creating a movement.
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他去引起了一场运动.
09:15
Thousands of people around the country
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全国范围内的数千人
09:17
who could give his presentation for him,
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替他做他的宣讲.
09:20
because he can't be in 100 or 200 or 500 cities in each night.
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因为他不能在同一个晚上出现在100或200或500个城市里.
09:25
You don't need everyone.
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你不需要每一个人.
09:28
What Kevin Kelley has taught us is you just need,
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Kevin Kelley告诉我们,其实我们只需要
09:30
I don't know, a thousand true fans --
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一千个真正的拥护者.
09:32
a thousand people who care enough
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一千个真正在乎你的想法的人
09:35
that they will get you the next round
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他们会把你带进他们的圈子.
09:38
and the next round and the next round.
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然后是他们的他们的他们的圈子.
09:40
And that means that the idea you create, the product you create,
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这就意味着,你创造的想法,你创造的产品,
09:43
the movement you create isn't for everyone,
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你创造的运动不是针对于所有人.
09:45
it's not a mass thing. That's not what this is about.
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它不是一个群众的东西. 它们不是关于这些的
09:47
What it's about instead
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它真正重要的
09:50
is finding the true believers.
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是找到真正相信他们的拥护者.
09:52
It's easy to look at what I've said so far,
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你会认为我刚讲过的内容很容易理解
09:55
and say, "Wait a minute, I don't have what it takes to be that kind of leader."
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然后说:"等一下, 我没有成为那种领导者的潜质"
09:58
So here are two leaders. They don't have a lot in common.
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所以这里有两位领导者. 他们几乎没有什么共同点.
10:03
They're about the same age. But that's about it.
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他们在同一个年龄段. 这就是共同点.
10:07
What they did, though, is each in their own way,
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他们正在做的,是在他们自己的路上,
10:10
created a different way
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创造着不同的方法
10:14
of navigating your way through technology.
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来引导你使用科技的方法.
10:16
So some people will go out and get people to be on one team.
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所以有些人离开并找到其他人组成一个团队.
10:19
And some people will get people to be on the other team.
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还有些人把其他团队的人吸引过来.
10:22
It also informs the decisions you make
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他还会告诉你做的决定
10:24
when you make products or services.
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当你制定产品或者服务的时候.
10:26
You know, this is one of my favorite devices.
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你看, 这是我最喜欢的一款设备.
10:29
But what a shame that it's not organized
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但太可惜了, 这个设备
10:31
to help authors create movements.
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并没有帮助作者们去创造运动圈子.
10:34
What would happen if, when you're using your Kindle,
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如果你使用Kindle的时候, 你可以看到别人的评语,记录和笔记.
10:36
you could see the comments and quotes and notes
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这些评语和笔记都来自于阅读同一本书的读者,
10:40
from all the other people reading the same book as you in that moment.
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想像一下这会是怎样的一种体验呐.
10:43
Or from your book group. Or from your friends, or from the circle you want.
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从你的读书小组,你的朋友或者你加入的圈子里.
10:46
What would happen if authors, or people with ideas
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如果读者和作者将想法集合起来
10:49
could use version two, which comes out on Monday,
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用于下周出版的第二版,又会是怎样的一种体验?
10:52
and use it to organize people
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并且用它来组织
10:55
who want to talk about something.
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想发表言论的人.
10:57
Now there is a million things I could share with you about the mechanics here.
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现在,我可以举一百万种这个技术应用的场景.
11:00
But let me just try a couple.
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但我只列举几个就够了.
11:02
The Beatles did not invent teenagers.
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Beatles 甲壳虫乐队并没有发明青少年.
11:05
They merely decided to lead them.
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他们仅仅是去领导他们.
11:08
That most movements, most leadership that we're doing
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我们所做的最多的领导和运动
11:11
is about finding a group that's disconnected
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是找到一个没有联系起来的组织,
11:13
but already has a yearning --
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但大家已经渴望相互联系.
11:15
not persuading people to want something
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不是说服人们去要一些
11:17
they don't have yet.
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他们还没有的东西.
11:19
When Diane Hatz worked on "The Meatrix,"
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当然Diane Hatz在为Meatrix工作的时候,
11:23
her video that spread all across the internet
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她的视频传遍了互联网
11:26
about the way farm animals are treated,
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讲述了农场动物的处理过程,
11:29
she didn't invent the idea of being a vegan.
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她没有发明成为素食者的概念.
11:31
She didn't invent the idea of caring about this issue.
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她没发明关注这件事的概念.
11:33
But she helped organize people,
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但她的事组织了人们
11:35
and helped turn it into a movement.
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并且帮助人们转化成一场运动.
11:37
Hugo Chavez did not invent the disaffected
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Hugo Chavez并没有发明中低产阶级对委内瑞拉的不满.
11:40
middle and lower class of Venezuela. He merely led them.
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他仅仅是领导他们.
11:42
Bob Marley did not invent Rastafarians.
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Bob Marley 并没有发明塔法里主义.
11:45
He just stepped up and said, "Follow me."
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他只是站出来并且说"跟我来!"
11:48
Derek Sivers invented CD Baby,
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Derek Sivers 发明了CD Baby.
11:51
which allowed independent musicians
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允许个人音乐家有一个地方
11:54
to have a place to sell their music without selling out to the man --
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去售卖他们的音乐而不是卖给一个人.
11:58
to have place to take the mission
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让他们有一个地方实现他们的使命
12:00
they already wanted to go to, and connect with each other.
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并可以联系到同一类人.
12:03
What all these people have in common is that they are heretics.
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这些人的共同点是他们都是异教徒.
12:07
That heretics look at the status quo and say,
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这些异教徒看着现状说,
12:09
"This will not stand. I can't abide this status quo.
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这些是不能容忍的, 我不能容忍现状了.
12:12
I am willing to stand up and be counted and move things forward.
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我要站起来加入这个运动,
12:16
I see what the status quo is; I don't like it."
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我看的到现状,我不喜欢.
12:19
That instead of looking at all the little rules
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他们不是研究每一条规则
12:21
and following each one of them,
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然后遵守每一条.
12:24
that instead of being what I call a sheepwalker --
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他们不要做我说的"受人摆布的人"
12:29
somebody who's half asleep,
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有人半睡着,
12:31
following instructions,
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执行指示
12:33
keeping their head down, fitting in --
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把他们的头低下, 融入群体.
12:36
every once in a while someone stands up and says, "Not me."
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有人站起来说的是"不是我"
12:39
Someone stands up and says, "This one is important.
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有人站起来说的是"这一只很重要"
12:43
We need to organize around it."
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"我们需要跟着他"
12:46
And not everyone will. But you don't need everyone.
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并不是所有人都同意,但你不需要所有人.
12:49
You just need a few people --
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你只需要少数人就可以.
12:51
(Laughter) --
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(笑声)
12:55
who will look at the rules,
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他们会研究这些规则,
12:57
realize they make no sense,
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发现根本没道理,
13:00
and realize how much they want to be connected.
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发现他们希望连接起来.
13:02
So Tony Hsieh does not run a shoe store.
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所以Tony Shea没有经营一个鞋店.
13:05
Zappos isn't a shoe store.
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Zappos 不是鞋店.
13:08
Zappos is the one, the only,
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Zappos 是唯一的一个
13:10
the best-there-ever-was
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史上最好的
13:12
place for people who are into shoes to find each other,
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让穿鞋子的人们可以互相交流,
13:16
to talk about their passion,
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讨论他们的激情,
13:18
to connect with people who care more
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连接那些
13:20
about customer service than making a nickel tomorrow.
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认为客户服务比赚钱还重要的人们.
13:23
It can be something as prosaic as shoes,
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它可以是像鞋子一样平淡的东西.
13:25
and something as complicated as overthrowing a government.
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也可以是复杂的可以推翻一个政府.
13:27
It's exactly the same behavior though.
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它确实是相同的行为.
13:31
What it requires, as Geraldine Carter has discovered,
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这就像Geraldine Carter 所发现的
13:34
is to be able to say, "I can't do this by myself.
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能够去说"我自己做不到"
13:37
But if I can get other people to join my Climb and Ride,
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"但如果得到其它人加入我的攀爬和骑行队"
13:41
then together we can get something that we all want.
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那时我们一起可以得到我们想要的成绩.
13:46
We're just waiting for someone to lead us."
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我们只是在等有人带头.
13:48
Michelle Kaufman has pioneered
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Michelle Kaufman 是一名先驱者.
13:50
new ways of thinking about environmental architecture.
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使用新方法去考虑环境的建筑架构.
13:54
She doesn't do it by quietly building one house at a time.
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她没有安静的去只建造一个房屋.
13:57
She does it by telling a story
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在建造的同时她会讲一个故事
14:00
to people who want to hear it.
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给那些想听故事的人.
14:02
By connecting a tribe of people
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通过连接同一个部落
14:04
who are desperate to be connected to each other.
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急于相互连接起来的人们.
14:07
By leading a movement and
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通过领导一种运动.
14:09
making change.
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通过改变.
14:11
And around and around and around it goes.
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这样一圈一圈的循环下来.
14:13
So three questions I'd offer you.
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现在我要问你三个问题
14:15
The first one is, who exactly
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第一个问题,
14:18
are you upsetting?
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你在惹恼哪些人?
14:20
Because if you're not upsetting anyone, you're not changing the status quo.
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如果你现在并没有惹恼任何人,那么你就并没有在改变现状.
14:24
The second question is, who are you connecting?
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第二个问题, 你现在正联系着谁?
14:27
Because for a lot of people, that's what they're in it for:
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因为对于大部分人, 这是他们存在的意义.
14:30
the connections that are being made, one to the other.
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建立起来的联系, 与其它人的联系.
14:34
And the third one is, who are you leading?
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第三个问题, 你正领导着谁?
14:38
Because focusing on that part of it --
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因为关注这一部分
14:41
not the mechanics of what you're building,
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不是你所打造的机制或技术,
14:43
but the who, and the leading part -- is where change comes.
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而是被你领导的那部分人是改变的来源.
14:47
So Blake, at Tom's Shoes, had a very simple idea.
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所以Tom's Shoes 的Blake, 有一个非常简单的想法.
14:51
"What would happen if every time someone bought a pair of these shoes
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"如果你每买一双鞋"
14:56
I gave exactly the same pair to someone
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"我就给那些没有鞋子穿的人们送一双鞋子"
14:58
who doesn't even own a pair of shoes?"
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"会是怎样的一个世界?"
15:01
This is not the story of how you get shelf space at Neiman Marcus.
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这不是一个你如何在Neiman Marcus 得到一个鞋架的位置的故事.
15:05
It's a story of a product that tells a story.
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而是用产品讲述一个故事的故事.
15:09
And as you walk around with this remarkable pair of shoes
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如果你穿着这些鞋子四处游荡,
15:11
and someone says, "What are those?"
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然后有人问道："那是什么?"
15:13
You get to tell the story on Blake's behalf,
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你就可以代表那些得到鞋子的人们
15:15
on behalf of the people who got the shoes.
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给他讲一个关于Blake送鞋的故事.
15:17
And suddenly it's not one pair of shoes or 100 pairs of shoes.
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这时候它就不是一双鞋子或者一百双鞋子.
15:20
It's tens of thousands of pairs of shoes.
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这会是上万双的鞋子.
15:22
My friend Red Maxwell has spent the last 10 years
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我的朋友Red Maxwell用十年的时间
15:25
fighting against juvenile diabetes.
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与青少年糖尿病做斗争.
15:28
Not fighting the organization that's fighting it -- fighting with them, leading them,
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不是与医疗机构斗争, 而是同这些机构一起, 领导他们,
15:31
connecting them, challenging the status quo
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把他们联系到一起, 挑站现状
15:35
because it's important to him.
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因为这对他们很重要.
15:37
And the people he surrounds himself with need the connection.
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他周围的人也需要这种联系.
15:42
They need the leadership. It makes a difference.
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他们需要这种领导力,会使生活不一样.
15:45
You don't need permission from people to lead them.
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你领导别人的时候不需要从他们身上得到任何许可.
15:48
But in case you do, here it is:
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但一旦你去做, 这就是许可.
15:51
they're waiting, we're waiting
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他们在等待,我们在等待
15:54
for you to show us where to go next.
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你出现告诉我们下一站去哪里.
15:57
So here is what leaders have in common. The first thing is, they challenge
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这是所有领导者的共同点. 最重要的是,
16:00
the status quo.
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他们对现状质疑.
16:02
They challenge what's currently there.
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他们对现在的东西不满.
16:04
The second thing is, they build a culture.
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其次是, 他们打造一种文化.
16:07
A secret language, a seven-second handshake,
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一种秘密的语言, 一个七秒钟的握手.
16:10
a way of knowing that you're in or out.
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一种方法知道你加入或者离开.
16:13
They have curiosity. Curiosity about people in the tribe,
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他们有好奇心, 好奇每一个在部落里的人.
16:16
curiosity about outsiders. They're asking questions.
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好奇外面的人. 他们问问题.
16:19
They connect people to one another.
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他们联系一个人和另外的人.
16:21
Do you know what people want more than anything?
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你知道人们最最需要什么东西吗?
16:23
They want to be missed.
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他们最需要被想念.
16:25
They want to be missed the day they don't show up.
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他们希望他们没有出现的这天被想念.
16:27
They want to be missed when they're gone.
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他们希望他们离去时被想念.
16:30
And tribe leaders can do that.
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而部落的领导人可以这样做.
16:32
It's fascinating, because all tribe leaders have charisma,
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很迷人的是, 因为所有的领导人都有魅力.
16:36
but you don't need charisma to become a leader.
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但你不需要魅力才会变成一个领导人.
16:38
Being a leader gives you charisma.
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而是成为领导人会带给你领袖魅力.
16:41
If you look and study the leaders who have succeeded,
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如果你查看或研究成功的领导者,
16:44
that's where charisma comes from -- from the leading.
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你会发现领袖魅力是从领导力产生的.
16:46
Finally, they commit.
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最后, 他们全心全意地去投入.
16:49
They commit to the cause. They commit to the tribe.
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他们投入到事业中, 他们投入到部落中.
16:51
They commit to the people who are there.
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他们投入到部落中的人们.
16:54
So I'd like you to do something for me.
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所以,我想要你们为我做一些事情
16:57
And I hope you'll think about it before you reject it out-of-hand.
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并且我希望你们在拒绝之前认真考虑一下.
17:00
What I want you to do, it only takes 24 hours,
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只需要24小时的时间,
17:04
is: create a movement.
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我希望你们可以去创造一个运动.
17:06
Something that matters. Start. Do it. We need it.
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一些重要的东西. 开始, 去做. 我们需要你去做.
17:10
Thank you very much. I appreciate it.
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谢谢你, 非常感谢.
17:12
(Applause)
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(掌声)
ABOUT THE SPEAKER
Seth Godin - Marketer and authorSeth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.
Why you should listen
"Seth Godin may be the ultimate entrepreneur for the Information Age," Mary Kuntz wrote in Business Week nearly a decade ago. "Instead of widgets or car parts, he specializes in ideas -- usually, but not always, his own." In fact, he's as focused on spreading ideas as he is on the ideas themselves.
After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. His efforts caught the attention of Yahoo!, which bought the company in 1998 and kept Godin on as a vice president of permission marketing. Godin has produced several critically acclaimed and attention-grabbing books, including Permission Marketing, All Marketers Are Liars, and Purple Cow (which was distributed in a milk carton). In 2005, Godin founded Squidoo.com, a Web site where users can share links and information about an idea or topic important to them.
Seth Godin | Speaker | TED.com