超越极限的人生ted英文演讲稿word范文 26页Word格式.docx

超越极限的人生ted英文演讲稿word范文 26页Word格式.docx

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Yearafteryear,after

year,they'

remoreinnovativethanalltheircompetition.Andyet,they'

rejustacomputercompany.They'

rejustlikeeveryoneelse.Theyhavethesameaccesstothesame

talent,thesameagencies,thesameconsultants,thesamemedia.Thenwhyisitthattheyseemtohavesomethingdifferent?

WhyisitthatMartinLutherKingledtheCivilRightsMovement?

Hewasn'

ttheonlymanwhosufferedinpre-civilrightsAmerica,andhecertainlywasn'

ttheonlygreatoratoroftheday.Whyhim?

AndwhyisitthattheWrightbrotherswereabletofigureoutcontrolled,poweredmanflightwhentherewerecertainlyotherteamswhowerebetterqualified,betterfunded--andtheydidn'

tachievepoweredmanflight,andtheWrightbrothersbeatthemtoit.There'

ssomethingelseatplayhere.1:

17Aboutthreeandahalfyearsago,Imadeadiscovery.AndthisdiscoveryprofoundlychangedmyviewonhowIthoughttheworldworked,anditevenprofoundlychangedthewayinwhichIoperateinit.Asitturnsout,there'

sapattern.Asitturnsout,allthegreatinspiringleadersandorganizationsintheworld,whetherit'

sAppleorMartinLutherKingortheWrightbrothers,theyallthink,actandcommunicatetheexactsameway.Andit'

sthecompleteoppositetoeveryoneelse.AllIdidwascodifyit,andit'

sprobablytheworld'

ssimplestidea.Icallitthegoldencircle.

2:

07Why?

How?

What?

Thislittleideaexplainswhysomeorganizationsandsomeleadersareabletoinspirewhereothersaren'

t.Letmedefinethetermsreally

quickly.Everysingleperson,everysingleorganizationontheplanetknowswhattheydo,100percent.Someknowhowtheydoit,whetheryoucallityourdifferentiatedvaluepropositionoryourproprietaryprocessoryourUSP.Butvery,veryfewpeopleororganizationsknowwhytheydowhattheydo.Andby"

why"

Idon'

tmean"

tomakeaprofit."

That'

saresult.It'

salwaysaresult.By"

why,"

Imean:

What'

syourpurpose?

syourcause?

syourbelief?

Whydoesyourorganizationexist?

Whydoyougetoutofbedinthemorning?

Andwhyshouldanyonecare?

Asaresult,thewaywethink,weact,thewaywecommunicateisfromtheoutsidein,it'

sobvious.Wegofromtheclearestthingtothefuzziestthing.Buttheinspiredleadersandtheinspiredorganizations

--regardlessoftheirsize,regardlessoftheirindustry--allthink,actandcommunicatefromtheinsideout.

3:

13Letmegiveyouanexample.IuseApplebecausethey'

reeasytounderstandandeverybodygetsit.IfApplewerelikeeveryoneelse,amarketingmessagefromthemmightsoundlikethis:

"

Wemakegreatcomputers.They'

rebeautifullydesigned,simpletouseanduserfriendly.Wanttobuyone?

"

Meh."

showmostofuscommunicate.That'

showmostmarketingandsalesaredone,that'

showwecommunicateinterpersonally.Wesaywhatwedo,wesayhowwe'

redifferentorbetterandweexpectsomesortofabehavior,apurchase,avote,somethinglikethat.Here'

sournewlawfirm:

Wehavethe

bestlawyerswiththebiggestclients,wealwaysperformforourclients.Here'

sournewcar:

Itgetsgreatgasmileage,ithasleatherseats.Buyourcar.Butit'

suninspiring.4:

00Here'

showAppleactuallycommunicates."

Everythingwedo,webelievein

challengingthestatusquo.Webelieveinthinkingdifferently.Thewaywechallengethestatusquoisbymakingourproductsbeautifullydesigned,simpletouseanduser

friendly.Wejusthappentomakegreatcomputers.Wanttobuyone?

Totallydifferent,right?

You'

rereadytobuyacomputerfromme.Ijustreversedtheorderofthe

information.Whatitprovestousisthatpeopledon'

tbuywhatyoudo;

peoplebuywhyyoudoit.

4:

35ThisexplainswhyeverysinglepersoninthisroomisperfectlycomfortablebuyingacomputerfromApple.Butwe'

realsoperfectlycomfortablebuyinganMP3playerfromApple,oraphonefromApple,oraDVRfromApple.AsIsaidbefore,Apple'

sjustacomputercompany.Nothingdistinguishesthemstructurallyfromanyoftheir

competitors.Theircompetitorsareequallyqualifiedtomakealloftheseproducts.Infact,theytried.Afewyearsago,Gatewaycameoutwithflat-screenTVs.They'

reeminentlyqualifiedtomakeflat-screenTVs.They'

vebeenmakingflat-screenmonitorsfor

years.Nobodyboughtone.DellcameoutwithMP3playersandPDAs,andtheymakegreatqualityproducts,andtheycanmakeperfectlywell-designedproducts--andnobodyboughtone.Infact,talkingaboutitnow,wecan'

tevenimaginebuyinganMP3playerfromDell.Whywouldyoubuyonefromacomputercompany?

Butwedoitevery

day.Peopledon'

theybuywhyyoudoit.Thegoalisnottodobusinesswitheverybodywhoneedswhatyouhave.Thegoalistodobusinesswithpeoplewhobelievewhatyoubelieve.

5:

47Here'

sthebestpart:

NoneofwhatI'

mtellingyouismyopinion.It'

sallgroundedinthetenetsofbiology.Notpsychology,biology.Ifyoulookatacross-sectionofthehumanbrain,fromthetopdown,thehumanbrainisactuallybrokenintothreemajor

componentsthatcorrelateperfectlywiththegoldencircle.Ournewestbrain,ourHomosapienbrain,ourneocortex,correspondswiththe"

what"

level.Theneocortexis

responsibleforallofourrationalandanalyticalthoughtandlanguage.Themiddletwosectionsmakeupourlimbicbrains,andourlimbicbrainsareresponsibleforallofourfeelings,liketrustandloyalty.It'

salsoresponsibleforallhumanbehavior,all

decision-making,andithasnocapacityforlanguage.

6:

35Inotherwords,whenwecommunicatefromtheoutsidein,yes,peoplecan

understandvastamountsofcomplicatedinformationlikefeaturesandbenefitsandfactsandfigures.Itjustdoesn'

tdrivebehavior.Whenwecancommunicatefromtheinsideout,we'

retalkingdirectlytothepartofthebrainthatcontrolsbehavior,andthenweallowpeopletorationalizeitwiththetangiblethingswesayanddo.Thisiswheregutdecisionscomefrom.Sometimesyoucangivesomebodyallthefactsandfigures,andtheysay,"

Iknowwhatallthefactsanddetailssay,butitjustdoesn'

tfeelright."

Whywouldweuse

thatverb,itdoesn'

t"

feel"

right?

Becausethepartofthebrainthatcontrols

decision-makingdoesn'

tcontrollanguage.Thebestwecanmusterupis,"

Idon'

tknow.Itjustdoesn'

Orsometimesyousayyou'

releadingwithyourheartorsoul.Ihatetobreakittoyou,thosearen'

totherbodypartscontrollingyourbehavior.It'

sallhappeninghereinyourlimbicbrain,thepartofthebrainthatcontrolsdecision-makingandnotlanguage.

7:

29Butifyoudon'

tknowwhyyoudowhatyoudo,andpeoplerespondtowhyyoudowhatyoudo,thenhowwillyouevergetpeopletovoteforyou,orbuysomethingfromyou,or,moreimportantly,beloyalandwanttobeapartofwhatitisthatyoudo.Thegoalisnotjusttoselltopeoplewhoneedwhatyouhave;

thegoalistoselltopeoplewhobelievewhatyoubelieve.Thegoalisnotjusttohirepeoplewhoneedajob;

it'

stohirepeoplewhobelievewhatyoubelieve.Ialwayssaythat,youknow,ifyouhirepeoplejustbecausetheycandoajob,they'

llworkforyourmoney,butiftheybelievewhatyou

believe,they'

llworkforyouwithbloodandsweatandtears.NowhereelseisthereabetterexamplethanwiththeWrightbrothers.

8:

14Mostpeopledon'

tknowaboutSamuelPierpontLangley.Andbackintheearly20thcentury,thepursuitofpoweredmanflightwaslikethedotcomoftheday.Everybodywastryingit.AndSamuelPierpontLangleyhad,whatweassume,tobetherecipeforsuccess.Evennow,youaskpeople,"

Whydidyourproductorwhydidyourcompanyfail?

andpeoplealwaysgiveyouthesamepermutationofthesamethree

things:

under-capitalized,thewrongpeople,badmarketconditions.It'

salwaysthesamethreethings,solet'

sexplorethat.SamuelPierpontLangleywasgiven50,000dollarsbytheWarDepartmenttofigureoutthisflyingmachine.Moneywasnoproblem.HeheldaseatatHarvardandworkedattheSmithsonianandwasextremelywell-connected;

heknewallthebigmindsoftheday.Hehiredthebestmindsmoneycouldfindandthemarketconditionswerefantastic.TheNewYorkTimesfollowedhimaround

everywhere,andeveryonewasrootingforLangley.Thenhowcomewe'

veneverheardofSamuelPierpontLangley?

9:

15AfewhundredmilesawayinDaytonOhio,OrvilleandWilburWright,theyhadnoneofwhatweconsidertobetherecipeforsuccess.Theyhadnomoney;

theypaidfortheirdreamwiththeproceedsfromtheirbicycleshop;

notasinglepersonontheWrightbrothers'

teamhadacollegeeducation,notevenOrvilleorWilbur;

andTheNewYorkTimesfollowedthemaroundnowhere.

38Thedifferencewas,OrvilleandWilburweredrivenbyacause,byapurpose,byabelief.Theybelievedthatiftheycouldfigureoutthisflyingmachine,it'

llchangethecourseoftheworld.SamuelPierpontLangleywasdifferent.Hewantedtoberich,andhewantedtobefamous.Hewasinpursuitoftheresult.Hewasinpursuitoftheriches.Andloandbehold,lookwhathappened.ThepeoplewhobelievedintheWrightbrothers'

dreamworkedwiththemwithbloodandsweatandtears.Theothersjustworkedforthe

paycheck.TheytellstoriesofhoweverytimetheWrightbrotherswentout,theywouldhavetotakefivesetsofparts,becausethat'

showmanytimestheywouldcrashbeforesupper.

10:

19And,eventually,onD