TED《伟大的领袖如何激励行动》英文版
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1、Howdoyouexplainwhenthingsdontgoasyourassume?orbetter,howdoyouexplainwhenothersareabletoachievethingsthantheseemstodefyalloftheassumptions.Forexample,whyisapplesoinnovative,yearafteryear,afteryear,afteryear,thantheyaremoreinnovativealltheircompetition.Andyet,theyarejustacomputercompany,theyrejustlike
2、everyoneelse.Theyhavethesameaccess,tothesametalent,thesameagencies,thesameconsultant,thesameMedias.Thenwhyisitthattheyseemtohavesomedifferent.whyisthatMartinLutherKingledtheCivilRightsMovement.Hewasnttheonlymenwhosufferedinapre-civilrightsAmerica.Andhecertainlywasnttheonlygreatoratoroftheday,whyhim,
3、andwhyisthattheWrightbrotherswasabletofigureoutcontrolpoweredmannedflight.Whentheyarecertainlyotherteamswhoarebetterqualified,betterfunded,andtheydidntachievepoweredmanflight,andtheWrightbrothersbeatthemtoit,thereissomethingelseatplayhere.Aboutthreeandahalfyearago,Imadadiscoverandthisdiscoveryprofou
4、ndlychangedmyviewonhowIthoughtheworldworked,anditevenprofoundlychangedthewayinwhichIoperateinit.Anditturnsout-thereisapattern,anditturnsout,allthegreatandinspiringleadersandorganizationsintheworld,whetheritsapple,orMartinLutherKingortheWrightbrothers,theyallthink,actandcommunicationtheexactsameway,a
5、nditsthecompleteoppositetoeveryoneelse.AndIdidwascodifyit,anditprobablytheworldssimplestidea,Icallitgoldencircle.Why?How?What?Thislittleideasexplains,whysomeorganizationsandsomeleadersareabletoinspirewhereothersarent.letmedefinethetermsreallyquickly,everysingleperson,everysingleorganizationontheplan
6、etknowswhattheydo,100percent.Someknowhowtheydoit,whetheryoucallityourdifferentiatedvalueproposition,oryourproprietaryprocessoryourUSP.Butveryveryfewpeopleororganizationsknowwhytheydowhattheydo.Andby“why”Idontmean“tomakeaprofit”,thataresult,itsalwaysaresult.By“why”Imean:whatsyourpurpose?Whatsyourcaus
7、e?Whatsyourbelief?Whydoesyourorganizationexist?Whydoyougetoutofthebedinthemorning?Andwhyshouldanyonecare?Wellasaresult,thewaywethink,thewayweact,hewaywecommunicationisfromtheoutsidein.itsobvious,wegofromtheclearestthingtothefuzziestthing.Buttheinspiredleadersandinspiredorganizations,regardlessofthei
8、rsize,regardlessoftheirindustry,allthing,actandcommunicatefromtheinsideout.Letmegiveyourexample,IuseApplebecausetheyreeasytounderstandandeverybodygetsit.IfApplewerelikeeveryoneelse,amarketingmessagefromthemmightsoundlikethis:wemakegreatcomputers,theyrebeautifuldesigned,simpletouseanduserfriendly.Wan
9、ttobuyone?Andthatshowmostofuscommunication.Thatshowmostmarketingisdone.Thatshowmostsalesaredone.Andthatshowmostofuscommunicationinterpersonally.Wesaywhatwedo,wesayhowweredifferentorhowwerebetter,andweexpectsomesortofabehavior.Apurchase,avote,somethinglikethat.Heresournewlawfirm,wehavethebestlawyersw
10、iththebiggestclients,wealwaysperformforourclientswhodobusinesswithus.Heresnewcar,itgetsgreatgasmileage,ithasleatherseats.Buyourcar.Butitsuninspiring.HereshowAppleactuallycommunication,everythingwedo,webelieveinchallengingthestatusquo.Webelieveinthinkingdifferently,thewaywechallengethestatusquoisbyma
11、kingourproductsbeautifullydesigned,simpletouseanduserfriendly.Wejusthappentomakegreatcomputers.Wantbuyone?Totallydifferentright?Yourereadytobuyacomputerfromme.AllIdidwasreversetheorderofinformation.Whatitprovestousisthatpeopledontbuywhatyoudo;peoplebuywhyyoudoit.Thisexplainswhyeverysinglepersoninthi
12、sroomisperfectlycomfortablebuyingacomputerfromApple.ButwealsoperfectlycomfortablebuyinganMP3playerfromApple,oraphonefromApple,oraDVRfromApple.But,asIsaidbefore,Applejustacomputercompany.Theresnothingthatdistinguishesthemstructurallyfromanyoftheircompetitors.Theircompetitorsareallequallyqualifiedtoma
13、kealloftheseproducts.Infact,theytried.Afewyearsago,GatewaycameoutwithflatscreenTVs.TheyreeminentlyqualifiedtomakeflatscreenTVs.Theyrebeenmakingflatscreenmonitorsforyears.Nobodyboughtone.DellcameoutwithMP3playersandPADs,andtheymakegreatqualityproducts.Andtheycanmakeperfectlywell-designedproducts.Andn
14、obodyboughtone.Infact,takingaboutitnow,wecantevenimaginebuyinganMP3playersformDELL.WhywouldyoubuyanMP3formacomputercompany?Butwedoiteveryday.Peopledontbuywhatyoudo,theybuywhyyoudoit.Thegoalisnottobusinesswitheverybodywhoneedswhatyouhave,thegoalistodobusinesswithpeoplewhobelievewhatyoubelieve.Heresthebestpast.NoneofwhatImsaidtellingyouismyopinion.Itsallgroundedinthetenetsofbiology.Notpsychology,biology.
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