How Leaders Inspires Us 2
Let me give you an example.
I use Apple because they are easy to understand and everybody gets it.
If apple were like everyone else, a marketing message from them may sound like this.
We make great computers. They are beautifully designed, simple to use, and use friendly.
Want to buy one? meh
And that's how most of us communicate.
That's how most marketing is done, that's how most sales are done, and that's how most of us communicate interpersonally.
we say what we do, we say how we are different or how we better, and we expect some sort of a behavior, a purchase, a vote , something like that.
Here's our new law firm, we have the best lawyers with the biggest clients, we have, you know, we always perform for our clients.
Here's our new car: it gets great gas mileage, it has, you know, leather seats. Buy our car.
But it's uninspiring.
Here's how Apple actually communicates.
Everything we do, we believe in challenging the status quo.
We believe in thinking differently.
The way we challenge the status quo, is by making our products beautifully designed, simple to use and user-friendly.
We just happen to make great computers, want to buy one?
Totally different, right? You're ready to buy a computer from me?
All I did was reverse the order of the information.
What it proves to us? Is that people don't buy what you do, People buy why you do it.
This explains why every single person in this room, is perfectly comfortable buying a computer from Apple?
But we were also perfectly comfortable buying an MP3 player from apple, or a phone from Apple, or a DVR from Apple.
But as I said before, Apple is just a computer company.
There's nothing that distinguishes them structurally from any of their competitors.
Their competitors are all equally qualified to make all of these products.
In fact, they tried.
A few years ago, Gateway came out with flat-screen TVs.
They're eminently(非常 特别 及其) qualified to make flat-screen TVs.
They've been making flat-screen monitors for years.
Nobody bought one.
Dell came out with the MP3 players and PDAs, and they make great quality products and they can make great perfectly well-designed products.out
And nobody bought one.
In fact, talking about it now, we can't even imagine buying an MP3 player from Dell.
Why would you buy MP3 player from a computer company?
But we do it everyday.
People don't buy what you do, they buy why you do it.
The goal is not to do business with anybody with everybody who needs what you have.
The goal is to do business with people who believe what you believe.
1. How is Apple market themselves?
...By selling their products with the belief that they are changing people's lives.
2. What paralow this Sinek draw between Gateway and Dell?
....They both failed to convey their core values to their customers.
3. If someone is eminently qualified for a job, they are...extremely suitable for it.
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4. The way we challenge the status quo it by making our products beautifully designed,
simple to use and user friendly.
Here is the best part, none of what I'm telling you is my opinion.
It's all grounded in the tenets(信条 原则) of biology, not phycology, biology.
If you look at a cross- section of the human brain, looking from the top down.
What you see is the human brain is actually broken into the 3 major components that correlate(相互影响) perfectly with the golden circle.
Our newest brain, our homo sapien(现代智慧) brain, our neocortex(新皮质), corresponds with the "what " level.
The neocortex is responsible for all of our rational, and analytical([ˌænəˈlɪtɪkl] 分析的 解析的) thought and language.
The middle two sections make up our limbic(边缘叶的) brains.
And our limbic brain is responsible for all of our feelings, like trust and loyalty.
It's also responsible for all human behavior, all the decision-making and it has no capacity for language.
In other words, when we communicate from the outside in,
Yes, people can understand vast amounts of complicated information like features and benefits and facts and figures.
It just doesn't drive behavior.
When we communicate from the inside out, we are talking directly to the part of the brain that controls behavior.
And then we allow people to rationalize it with the tangible(有形的 可处置的 可感知的) things we say and do.
This is where we got decisions come from.
You know, some times you can give somebody all the facts and figures,
and they say: I know what all the facts and details say, but just doesn't feel right.
Why were you use that verb, it doesn't feel right?
But because the part of the brain that controls decision-making, doesn't control language.
And the best we can muster(鼓起 聚集) up is, "I don't know, it just doesn't feel right."
Or sometimes you say: you're leading with your heart or you're leading with your soul.
I hate to break it to you, those aren't other body parts controlling your behavior,
That's all happening here in your limbic brain ,the part of the brain that controls the decision-making, and not language.
But if you don't know why you do what you do, and people responsible to why you do what you do,
Then how will anybody, how will you ever get people to vote for you, buy something from you, or, more importantly, be loyal?
And want to be a part of what it is that you do.
Again, the goal is not just to sell people who need what you have, the goal is to sell people who you believe what you believe.
The goal is not just to hire people who need a job, it's to hire people who believe what you believe.
I always say that, you know, if you hire people just because they can do a job, they will work for your money,
But you hire people who believe what you believe, they will work for you with blood and sweet and tears.
And nowhere else is there a better example than with the Wright brothers.
1. According to Sinak, where do god feels actually comes from?
...the middle two sections of the brain.
2. To break it to somebody means...to tell them something unpleasant.
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3. The middle two section make up our limbic brains, and our limbic brains are responsible for all of our feelings, like trust and loyalty. It's also responsible for all human behavior, all decision-making, and it has no capacity for language.
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4. Everything we do, we believe in challenging the status quo(现状).
5. We challenge the status quo by making our products beautifully designed, simple to use and user-friendly.