So let me give you a famous example, a famous failure and a famous success of the law of diffusion of innovation.
First, the famous failure.
It's a commercial example.
As we said before, a second ago, the recipe for success is money and the right people and the right market conditions.
Right. You should have success then.
Look at TiVo.
From the time TiVo came out, about eight or nine years ago, to this current day, they are the single highest-quality product on the market, hands down, there is nodispute.
They were extremely well-funded.
Market conditions were fantastic.
I mean, we use TiVo as verb.
I TiVo stuff on my piece of junk Time Warner DVR all the time.
But TiVo's a commercial failure.
They've never made money.
And when they went IPO, their stock was at about 30 or 40 dollars and then plummeted, and it's never traded above 10.
In fact, I don'teven think it's traded above six, except for a couple of little spikes.
Because you see, when TiVo launched their product, they told us all what they had.
They said, "We have a product that pauses live TV, skips commercials, rewinds live TV and memorizes your viewing habits without you even asking."
And the cynical majority said, "We don't believe you. We don't need it. Wedon't like it. You're scaring us."
What if they had said, "If you're the kind of person who likes to have total control over every aspect of your life, boy, do we have a product for you. It pauses live TV, skips commercials,memorizes your viewing habits, etc., etc."
People don't buy what you do;they buy why you do it.
And what you do simply serves as the proof of what you believe.
【选择】-Why was the second Tivo commercial effective? -It convinced people that the products was made to improve their lives.
【选择】-In what way just the story of TiVo contradicted common believes? -They sold poorly despite having the best product.
【词义】If someone is cynical, they... don't believe people are honest or good. cynical adj. 愤世嫉俗的；冷嘲的
【填空】We have a product that pauses live TV, skips commercials, rewinds live TV and memorizes your viewing habits without you even asking.
Now let me give you a successful example ofthe law of diffusion of innovation.
In the summer of 1963, 250,000 peopleshowed up on the mall in Washington to hear Dr. King speak.
They sent out noinvitations, and there was no website to check the date.
How do you do that?Well, Dr. King wasn't the only man in America who was a great orator.
He wasn'tthe only man in America who suffered in a pre-civil rights America.
In fact,some of his ideas were bad.
But he had a gift.
He didn't go around telling people what needed to change in America.
He went around and told people what he believed.
"I believe. I believe. I believe," he told people.
And people who believed what he believed took his cause, and they made it theirown, and they told people.
And some of those people created structures to getthe word out to even more people.
And lo and behold, 250,000 people showed upon the right day, at the right time, to hear him speak.
How many of them showed up for him?
Zero.They showed up for themselves.
It's what they believed about America that gotthem to travel in a bus for eight hours, to stand in the sun in Washington in themiddle of August.
It's what they believed, and it wasn't about black versus white.
25 percent of the audience was white.
Dr. King believed that there aretwo types of laws in this world, those that are made by a higher authority andthose that are made by man.
And not until all the laws that are made by man are consistent with the laws that are made by the higher authority, will we live ina just world.
It just so happened that the Civil Rights Movement was theperfect thing to help him bring his cause to life. We followed, not for him,but for ourselves. And, by the way, he gave the "I have a dream"speech, not the "I have a plan" speech.
Listen to politicians now with their comprehensive 12-point plans.
They're not inspiring anybody.
Because there areleaders and there are those who lead.
Leaders hold a position of power orauthority.
But those who lead inspire us.
Whether they're individuals ororganizations, we follow those who lead, not because we have to, but because we want to.
We follow those who lead, not for them, but for ourselves.
And it'st hose who start with "why" that have the ability to inspire thosearound them or find others who inspire them.
Thank you very much.
【选择】-How Martin Luther King get 250,000 people to listen to him? -He inspired people by telling them what he believes.
【填空】Not until all the laws that are made by man are consistent with the laws that are made by the higher authority, will we live ina just world.
【听读】The recipe for success is money, the right people and the right maket conditions.
【听读】We follow those who lead, not for them, but for ourselves.