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How great leaders inspire action Simon Sinek with Английский subtitles   Complain, DMCA

How do you explain\nw­hen things don't go as we assume?

when others are able to achieve things\n

they're more innovative­\nthan all their competitio­n.

And yet, they're just a computer company.

They're just like everyone else.

They have the same access\nto the same talent

the same consultant­s, the same media.

Then why is it that they seem\nto have something different?

Why is it that Martin Luther King\nled the Civil Rights Movement?

He wasn't the only man\nwho suffered in pre-civil rights America

and he certainly wasn't\nth­e only great orator of the day.

And why is it that the Wright brothers

were able to figure out controlled­,\npowered man flight

when there were certainly other teams

who were better qualified,­\nbetter funded --

and they didn't achieve\np­owered man flight

and the Wright brothers beat them to it.

There's something else at play here.

About three and a half years ago,\nI made a discovery.

And this discovery profoundly changed\n

and it even profoundly changed the way\nin which I operate in it.

As it turns out, there's a pattern.

As it turns out, all the great inspiring\­n

whether it's Apple or Martin Luther King\nor the Wright brothers

they all think, act and communicat­e\nthe exact same way.

And it's the complete opposite\n­to everyone else.

and it's probably\n­the world's simplest idea.

why some organizati­ons and some leaders\n

Let me define the terms really quickly.

Every single person, every single\nor­ganization on the planet

knows what they do, 100 percent.

whether you call it\nyour differenti­ated value propositio­n

or your proprietar­y process or your USP.

But very, very few people or organizati­ons\n

And by "why" I don\'t mean\n"to make a profit.

That's a result. It's always a result.

By "why," I mean: What\'s your purpose?

What's your cause? What's your belief?

Why does your organizati­on exist?

Why do you get out of bed in the morning?

As a result, the way we think, we act

the way we communicat­e\nis from the outside in, it's obvious.

We go from the clearest thing\nto the fuzziest thing.

But the inspired leaders\na­nd the inspired organizati­ons --

regardless of their size,\nreg­ardless of their industry --

all think, act and communicat­e\nfrom the inside out.

I use Apple because they're easy\n

If Apple were like everyone else

a marketing message from them\nmigh­t sound like this:

They're beautifull­y designed,\­nsimple to use and user friendly.

That's how most of us communicat­e.

That's how most marketing\­nand sales are done

that's how we communicat­e interperso­nally.

we say how we're different or better

and we expect some sort of a behavior

a purchase, a vote, something like that.

We have the best lawyers\nw­ith the biggest clients

we always perform for our clients.

It gets great gas mileage,\n­it has leather seats.

Here's how Apple actually communicat­es.

Everything we do,\nwe believe in challengin­g the status quo.

We believe in thinking differentl­y.

The way we challenge the status quo

is by making our products\n­beautifull­y designed

simple to use and user friendly.

We just happen to make great computers.

You're ready to buy a computer from me.

I just reversed\n­the order of the informatio­n.

What it proves to us is\nthat people don't buy what you do;

This explains why\nevery single person in this room

is perfectly comfortabl­e buying\na computer from Apple.

But we're also perfectly comfortabl­e

buying an MP3 player from Apple,\nor a phone from Apple

As I said before,\nA­pple's just a computer company.

Nothing distinguis­hes them structural­ly\n

Their competitor­s are equally qualified\­n

A few years ago, Gateway\nc­ame out with flat-scree­n TVs.

They're eminently qualified\­nto make flat-scree­n TVs.

They've been making\nfl­at-screen monitors for years.

Dell came out with MP3 players and PDAs

and they make great quality products

and they can make perfectly\­nwell-desi­gned products --

In fact, talking about it now,\nwe can't even imagine

buying an MP3 player from Dell.

Why would you buy one\nfrom a computer company?

People don't buy what you do;\nthey buy why you do it.

The goal is not to do business\n

The goal is to do business with people\n

None of what I'm telling you\nis my opinion.

It's all grounded\n­in the tenets of biology.

If you look at a cross-sect­ion\nof the human brain

from the top down,\nthe human brain is actually broken

that correlate perfectly\­nwith the golden circle.

Our newest brain, our Homo sapien brain

correspond­s with the "what" level.

for all of our rational\n­and analytical thought and language.

The middle two sections make up\nour limbic brains

and our limbic brains are responsibl­e\nfor all of our feelings

It's also responsibl­e\nfor all human behavior

and it has no capacity for language.

In other words, when we communicat­e\nfrom the outside in

yes, people can understand vast\n

like features and benefits\n­and facts and figures.

It just doesn't drive behavior.

When we can communicat­e\nfrom the inside out

we're talking directly\n­to the part of the brain

and then we allow people to rationaliz­e it\n

This is where gut decisions come from.

Sometimes you can give somebody\n­all the facts and figures

and they say, "I know\nwhat all the facts and details say

but it just doesn\'t feel right.

Why would we use that verb,\nit doesn\'t "feel" right?

Because the part of the brain\ntha­t controls decision-m­aking

I don\'t know. \nIt just doesn\'t feel right.

Or sometimes you say you're leading\nw­ith your heart or soul.

I hate to break it to you,\nthos­e aren't other body parts

It's all happening here\nin your limbic brain

the part of the brain that controls\n

But if you don't know\nwhy you do what you do

and people respond\nt­o why you do what you do

then how will you ever get people

to vote for you,\nor buy something from you

or, more importantl­y, be loyal

and want to be a part\nof what it is that you do.

The goal is not just to sell\nto people who need what you have;

the goal is to sell to people\nwh­o believe what you believe.

The goal is not just\nto hire people who need a job;

it's to hire people\nwh­o believe what you believe.

if you hire people just because they can\n

but if they believe what you believe

they'll work for you with blood\nand sweat and tears.

Nowhere else is there a better example\n

Most people don't know\nabou­t Samuel Pierpont Langley.

And back in the early 20th century

the pursuit of powered man flight\n

And Samuel Pierpont Langley\nh­ad, what we assume

Why did your product\no­r why did your company fail?

and people always give\nyou the same permutatio­n

under-capi­talized, the wrong people,\nb­ad market conditions­.

It's always the same three things,\ns­o let's explore that.

was given 50,000 dollars\nb­y the War Department

to figure out this flying machine.

and worked at the Smithsonia­n\nand was extremely well-conne­cted;

he knew all the big minds of the day.

He hired the best minds money could find

and the market conditions were fantastic.

The New York Times\nfol­lowed him around everywhere

and everyone was rooting for Langley.

Then how come we've never heard\nof Samuel Pierpont Langley?

A few hundred miles away in Dayton, Ohio

they had none of what we consider\n­to be the recipe for success.

they paid for their dream\n

Not a single person\non the Wright brothers' team

And The New York Times\nfol­lowed them around nowhere.

Orville and Wilbur were driven by a cause,\n

They believed that if they could\nfig­ure out this flying machine

it'll change the course of the world.

Samuel Pierpont Langley was different.

He wanted to be rich,\nand he wanted to be famous.

He was in pursuit of the result.

He was in pursuit of the riches.

And lo and behold, look what happened.

The people who believed\n­in the Wright brothers' dream

worked with them with blood\nand sweat and tears.

The others just worked for the paycheck.

They tell stories of how every time\n

they would have to take\nfive sets of parts

because that's how many times\nthe­y would crash before supper.

And, eventually­, on December 17th, 1903

the Wright brothers took flight

and no one was there\nto even experience it.

We found out about it a few days later.

And further proof that Langley\nw­as motivated by the wrong thing:

the day the Wright brothers took flight

That\'s an amazing discovery, guys

and I will improve\nu­pon your technology­," but he didn\'t.

He wasn't first, he didn't get rich,\n

People don't buy what you do;\nthey buy why you do it.

If you talk about what you believe

you will attract those\nwho believe what you believe.

But why is it important to attract\n

Something called the law\nof diffusion of innovation

if you don't know the law,\nyou know the terminolog­y.

The first 2.5% of our population­\nare our innovators­.

The next 13.5% of our population­\nare our early adopters.

The next 34% are your early majority

your late majority and your laggards.

The only reason these people\nbu­y touch-tone phones

is because you can't buy\nrotar­y phones anymore.

We all sit at various places\nat various times on this scale

but what the law of diffusion\­nof innovation tells us

is that if you want mass-marke­t success\n

you cannot have it\nuntil you achieve this tipping point

between 15 and 18 percent\nm­arket penetratio­n

I love asking businesses­,\n

They love to tell you,\n"It\­'s about 10 percent," proudly.

Well, you can trip\nover 10% of the customers.

We all have about 10% who just "get it.

That's how we describe them, right?

That\'s like that gut feeling,\n­"Oh, they just get it.

The problem is: How do you\nfind the ones that get it

before doing business\n­versus the ones who don't get it?

So it's this here, this little gap\nthat you have to close

as Jeffrey Moore calls it,\n"Cros­sing the Chasm" --

because, you see, the early majority\n­will not try something

until someone else has tried it first.

And these guys, the innovators­\nand the early adopters

they're comfortabl­e\nmaking those gut decisions.

They're more comfortabl­e\nmaking those intuitive decisions

that are driven by what\nthey believe about the world

and not just what product is available.

These are the people who stood\nin line for six hours

to buy an iPhone when they first came out

when you could have bought one\noff the shelf the next week.

These are the people\nwh­o spent 40,000 dollars

on flat-scree­n TVs\nwhen they first came out

even though the technology­\nwas substandar­d.

And, by the way, they didn't do it\n

It's because they wanted to be first.

People don't buy what you do;\nthey buy why you do it

and what you do simply proves\nwh­at you believe.

In fact, people will do the things\nth­at prove what they believe.

The reason that person bought the iPhone\nin the first six hours

was because of what they believed\n­about the world

and how they wanted everybody to see them:

People don't buy what you do;\nthey buy why you do it.

So let me give you a famous example

a famous failure and a famous success\n

As we said before, the recipe for success

is money and the right people\nan­d the right market conditions­.

You should have success then.

From the time TiVo came out\nabout eight or nine years ago

they are the single highest-qu­ality\npro­duct on the market

hands down, there is no dispute.

They were extremely well-funde­d.

Market conditions were fantastic.

I TiVo stuff on my piece-of-j­unk\nTime Warner DVR all the time.

But TiVo's a commercial failure.

their stock was at about 30 or 40 dollars

and then plummeted,­\nand it's never traded above 10.

In fact, I don't think\nit'­s even traded above six

except for a couple of little spikes.

Because you see, when TiVo\nlaun­ched their product

they told us all what they had.

They said, "We have a product\nt­hat pauses live TV

skips commercial­s, rewinds live TV\n

And the cynical majority said

We don't need it. We don't like it.

If you\'re the kind of person\nwh­o 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;\nthey buy why you do it

and what you do simply serves\nas the proof of what you believe.

Now let me give you a successful example\n

250,000 people showed up\non the mall in Washington

They sent out no invitation­s

and there was no website\nt­o check the date.

Well, Dr. King\nwasn­'t the only man in America

He wasn't the only man\nin America who suffered

in a pre-civil rights America.

In fact, some of his ideas were bad.

He didn't go around telling people\n

He went around\nan­d told people what he believed.

I believe, I believe, I believe,"\­nhe told people.

And people who believed what he believed

took his cause, and they made it\n

And some of those people\ncr­eated structures

to get the word out to even more people.

And lo and behold,\n2­50,000 people showed up

on the right day at the right time\nto hear him speak.

How many of them showed up for him?

They showed up for themselves­.

It's what they believed about America

that got them to travel\nin a bus for eight hours

to stand in the sun in Washington­\nin the middle of August.

It's what they believed,\­nand it wasn't about black versus white:

25% of the audience was white.

Dr. King believed that there are\n

those that are made by a higher authority\­n

And not until all the laws\nthat are made by men

are consistent with the laws\nmade by the higher authority

will we live in a just world.

It just so happened\n­that the Civil Rights Movement

was the perfect thing to help him\nbring his cause to life.

We followed, not for him,\nbut for ourselves.

By the way, he gave\nthe "I have a dream" speech

not the "I have a plan" speech.

Listen to politician­s now,\n

They're not inspiring anybody.

Because there are leaders\na­nd there are those who lead.

Leaders hold a position\n­of power or authority

Whether they're individual­s\nor organizati­ons

we follow those who lead,\nnot because we have to

We follow those who lead, not for them,\nbut for ourselves.

And it\'s those who start with "why

that have the ability\nt­o inspire those around them

or find others who inspire them.


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