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1、HowgreatleadersinspireactionHowdoyouexplainwhenthingsdontgoasweassumebetterhowdoyouexplainwhenothersareabletoachievethingsthatseemtodefyalloftheassumptionsFexample:WhyisApplesoinnovativeYearafteryearafteryeartheyremeinno

2、vativethanalltheircompetition.yettheyrejustacomputercompany.Theyrejustlikeeveryoneelse.Theyhavethesameaccesstothesametalentthesameagenciesthesameconsultantsthesamemedia.ThenwhyisitthattheyseemtohavesomethingdifferentWhyi

3、sitthatMartinLutherKingledtheCivilRightsMovementHewasnttheonlymanwhosufferedinprecivilrightsAmericahecertainlywasnttheonlygreatatoftheday.WhyhimwhyisitthattheWrightbrotherswereabletofigureoutcontrolledpoweredmanflightwhe

4、ntherewerecertainlyotherteamswhowerebetterqualifiedbetterfundedtheydidntachievepoweredmanflighttheWrightbrothersbeatthemtoit.Theressomethingelseatplayhere.1:17AboutthreeahalfyearsagoImadeadiscovery.thisdiscoveryprofoundl

5、ychangedmyviewonhowIthoughtthewldwkeditevenprofoundlychangedthewayinwhichIoperateinit.Asitturnsouttheresapattern.AsitturnsoutallthegreatinspiringleadersganizationsinthewldwhetheritsAppleMartinLutherKingtheWrightbrotherst

6、heyallthinkactcommunicatetheexactsameway.itsthecompleteoppositetoeveryoneelse.AllIdidwascodifyititsprobablythewldssimplestidea.Icallitthegoldencircle.2:07WhyHowWhatThislittleideaexplainswhysomeganizationssomeleadersareab

7、letoinspirewhereothersarent.Letmedefinethetermsreallyquickly.Everysinglepersoneverysingleganizationontheplaknowswhattheydo100percent.Someknowhowtheydoitwhetheryoucallityourdifferentiatedvaluepropositionyourproprietarypro

8、cessyourUSP.Butveryveryfewpeopleganizationsknowwhytheydowhattheydo.by“why“Idontmean“tomakeaprofit.“Thatsaresult.Itsalwaysaresult.By“why“Imean:WhatsyourpurposeWhatsyourcauseWhatsyourbeliefWhydoesyourganizationexistWhydoyo

9、ugetoutofbedinthemningwhyshouldanyonecareAsaresultthewaywethinkweactthewaywecommunicateisfromtheoutsideinitsobvious.Wegofromtheclearestthingtothefuzziestthing.Buttheinspiredleaderstheinspiredganizationsregardlessoftheirs

10、izeregardlessoftheirindustryallthinkactcommunicatefromtheinsideout.3:13Letmegiveyouanexample.IuseApplebecausetheyreeasytoundersteverybodygetsit.IfApplewerelikeeveryoneelseamarketingmessagefromthemmightsoundlikethis:“Wema

11、kegreatcomputers.Theyrebeautifullydesignedsimpletouseuserfriendly.Wanttobuyone““Meh.“Thatshowmostofuscommunicate.Thatshowmostmarketingsalesaredonethatshowwecommunicateinterpersonally.Wesaywhatwedowesayhowweredifferentbet

12、terweexpectsomestofabehaviapurchaseavotesomethinglikethat.Heresournewlawfirm:Wehavethethatverbitdoesnt“feel“rightBecausethepartofthebrainthatcontrolsdecisionmakingdoesntcontrollanguage.Thebestwecanmusterupis“Idontknow.It

13、justdoesntfeelright.“sometimesyousayyoureleadingwithyourheartsoul.Ihatetobreakittoyouthosearentotherbodypartscontrollingyourbehavi.Itsallhappeninghereinyourlimbicbrainthepartofthebrainthatcontrolsdecisionmakingnotlanguag

14、e.7:29Butifyoudontknowwhyyoudowhatyoudopeoplerespondtowhyyoudowhatyoudothenhowwillyouevergetpeopletovotefyoubuysomethingfromyoumeimptantlybeloyalwanttobeapartofwhatitisthatyoudo.Thegoalisnotjusttoselltopeoplewhoneedwhaty

15、ouhavethegoalistoselltopeoplewhobelievewhatyoubelieve.Thegoalisnotjusttohirepeoplewhoneedajobitstohirepeoplewhobelievewhatyoubelieve.Ialwayssaythatyouknowifyouhirepeoplejustbecausetheycandoajobtheyllwkfyourmoneybutifthey

16、believewhatyoubelievetheyllwkfyouwithbloodsweattears.NowhereelseisthereabetterexamplethanwiththeWrightbrothers.8:14MostpeopledontknowaboutSamuelPierpontLangley.backintheearly20thcenturythepursuitofpoweredmanflightwaslike

17、thedotcomoftheday.Everybodywastryingit.SamuelPierpontLangleyhadwhatweassumetobetherecipefsuccess.Evennowyouaskpeople“Whydidyourproductwhydidyourcompanyfail“peoplealwaysgiveyouthesamepermutationofthesamethreethings:underc

18、apitalizedthewrongpeoplebadmarketconditions.Itsalwaysthesamethreethingssoletsexplethat.SamuelPierpontLangleywasgiven50000dollarsbytheWarDepartmenttofigureoutthisflyingmachine.Moneywasnoproblem.HeheldaseatatHarvardwkedatt

19、heSmithsonianwasextremelywellconnectedheknewallthebigmindsoftheday.Hehiredthebestmindsmoneycouldfindthemarketconditionswerefantastic.TheNewYkTimesfollowedhimaroundeverywhereeveryonewasrootingfLangley.Thenhowcomewevenever

20、heardofSamuelPierpontLangley9:15AfewhundredmilesawayinDaytonOhiovilleWilburWrighttheyhadnoneofwhatweconsidertobetherecipefsuccess.TheyhadnomoneytheypaidftheirdreamwiththeproceedsfromtheirbicycleshopnotasinglepersonontheW

21、rightbrothersteamhadacollegeeducationnotevenvilleWilburTheNewYkTimesfollowedthemaroundnowhere.9:38ThedifferencewasvilleWilburweredrivenbyacausebyapurposebyabelief.Theybelievedthatiftheycouldfigureoutthisflyingmachineitll

22、changethecourseofthewld.SamuelPierpontLangleywasdifferent.Hewantedtoberichhewantedtobefamous.Hewasinpursuitoftheresult.Hewasinpursuitoftheriches.lobeholdlookwhathappened.ThepeoplewhobelievedintheWrightbrothersdreamwkedwi

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