英語流利說 Level7 Unit1 Part2 : How Leaders Inspire Us
Simon Sinek: How great leaders inspire action
TEDxPuget Sound ? 18:04 ? Posted May 2010
How great leaders inspire action
偉大的領(lǐng)導(dǎo)人如何激勵(lì)他人行動(dòng)
L7-U1-P2: How Leaders Inspire Us 1
1
how do you explain when things don’t go as we assume?
你如何解釋事與愿違的現(xiàn)象？
2
or better, how do you explain when others are able to achieve things that seem to defy all of the assumptions?
或者說，如何解釋他人因異于常人而達(dá)成的成就？
3
for example: why is Apple so innovative?
舉個(gè)栗子：為啥蘋果公司非常有創(chuàng)新精神？
4
year after year, after year, after year, they’re more innovative than all their competition.
年復(fù)一年，蘋果封神。
5
and yet, they’re just a computer company, they’re just like everyone else.
然而，他們只是個(gè)電腦公司，與常人一般。
6
they have the same access to the same talent, to the same agencies, to the same consultants, to the same media.
他們有同樣的人才，同樣的銷售代理商，同樣的咨詢顧問，同樣的媒體。
7
then why is it that they seem to have something different?
為啥就是他們看上去不一樣呢？
why is it表強(qiáng)調(diào)
eg：why is it that he seems to be so stupid
8
why is it that Martin Luther King led the Civil Rights Movement?
為啥偏偏是馬丁·路德·金領(lǐng)導(dǎo)了民權(quán)運(yùn)動(dòng)？
9
he wasn’t the only man who suffered in pre-civil rights America?
他不是唯一一個(gè)在美國(guó)民權(quán)法案出臺(tái)前遭受歧視的人。
America前面省略了介詞in
10
and he certainly wasn’t the only great orator of the day, why him?
他也絕逼不是當(dāng)時(shí)最好的演講者，為啥偏偏歷史選中了他？
of the day 當(dāng)時(shí)的；當(dāng)代的
of the 聽起來像all her
11
And why is it that the Wright brothers were able to figure out controlled, powered manned flight？
為啥就是萊特兄弟能夠搞出可控制，動(dòng)力載人飛行器？
注：controlled, powered manned flight這個(gè)詞是演講者的原創(chuàng)
12
when there were certainly other teams who were better qualified, better funded.
當(dāng)時(shí)也有其它團(tuán)隊(duì)有資格，有資金。
13
and they didn’t achieve powered manned flight, the Wright Brothers beat them to it.
他們沒有搞出動(dòng)力載人飛行器，萊特兄弟捷足先登了。
beat somebody to it 比某人搶先一步做了某事
eg：I was about to finish the competition and won the prize, then at the time a man beat me to it.
14
there’s something else at play here.
有什么東西在起作用。
at play 起作用
eg：I didn't know what's the problem, but I was certainly sure that there was something that out of my sight at play here.
15
about three and a half years ago, I made a discovery.
大約3.5年前，我有了個(gè)發(fā)現(xiàn)。
16
and this discovery profoundly changed my view on how I thought the world works.
這個(gè)發(fā)現(xiàn)深刻地改變了我對(duì)這個(gè)世界運(yùn)行方式的看法。
末尾這個(gè)work后綴是什么聽不出來，但是推斷應(yīng)該是works，用一般現(xiàn)在時(shí)，因?yàn)槭澜缈偸窃谶\(yùn)行，為一個(gè)常態(tài)
17
and it even profoundly changed the way in which I operate in it.
它甚至深刻地改變了我的行為。
18
as it turns out, there’s a pattern.
事實(shí)證明，此間有玄機(jī)。
19
as it turns out, all the great and inspiring leaders and organizations in the world.
事實(shí)證明，世上所有偉大、具有號(hào)召力的領(lǐng)導(dǎo)和組織。
20
whether it’s Apple or Martin Luther King or the Wright Brothers,
不論是蘋果還是馬丁·路德·金還是萊特兄弟，
21
they all think, act and communicate the exact same way.
他們都用同樣的方式思考、行動(dòng)和溝通。
22
and it’s the complete opposite to everyone else.
這完全與所有人相反
eg：his answer was the complete opposite to everyone else.
23
all I did was codify it, and it’s probably the world’s simplest idea.
我所做的就是整理它，這可能是世界上最簡(jiǎn)單的概念。
24
I call it the Golden Circle.
我稱之為黃金圈。
25
why, how, what.
為什么做，怎樣做，做什么
26
this little idea explains why some organizations and some leaders are able to inspire where others aren’t.
這小小的概念就解釋了為什么一些組織和領(lǐng)導(dǎo)者能夠在別人不能的地方激發(fā)出靈感和潛力。
27
let me define the terms really quickly.
讓我來快速定義一下這個(gè)術(shù)語。
28
every single person, every single organization on the planet knows what they do, one hundred percent.
地球上的每一個(gè)人，每一個(gè)組織都直到他們?cè)谧鍪裁矗俜职俚刂馈?/p>
29
some know how they do it, whether you call it your differentiated value proposition or your proprietary process or your USP.
一些人知道他們是怎么做的，無論你稱之為差異化價(jià)值主張或是專用流程或是專利。
proposition n. [數(shù)] 命題；提議；主題；議題
proprietary adj. 專賣的，專營(yíng)的；所有的，所有權(quán)的
USP 美國(guó)專利（United States Patent）
這句算是整篇里面聽力的一個(gè)難點(diǎn)了
30
but very very few people or organizations know why they do what they do.
但是很少人和組織知道為什么他們這么做。
31
and by “why”, I don’t mean “to make a profit”.
說到“為什么”，我并不是說要“實(shí)現(xiàn)盈利”。
32
that’s a result, it’s always a result.
這只是個(gè)結(jié)果，也總是個(gè)結(jié)果。
33
by why, I mean what’s your purpose, what’s your cause, what’s your belief.
說到為什么，我的意思是說你的目的，理由，信念是什么。
34
why does your organization exist?
為什么你的組織存在？
35
why do you get out of bed in the morning, and why should anyone care?
為什么你在早晨起床以及為什么別人在意你？
36
as a result, the way we think, the way we act, the way we communicate is from the outside in, it’s obvious.
因此，很明顯，我們思考、行動(dòng)、溝通的方式是由外到內(nèi)的。
37
so we go from the clearest thing to the fuzziest thing.
我們從清晰走向模糊。
38
but the inspired leaders and the inspired organizations.
但是卓越的領(lǐng)導(dǎo)和組織。
39
regardless of their size, regardless of their industry.
不管他們的規(guī)模和產(chǎn)業(yè)。
40
all think, act and communicate from the inside out.
他們的思考、行動(dòng)、溝通都是由內(nèi)向外的。
L7-U1-P2: How Leaders Inspire Us 2
41
so let me give you an example.
舉個(gè)栗子吧。
42
I use Apple because they’re easy to understand and everybody gets it.
我使用蘋果產(chǎn)品是因?yàn)樘O果產(chǎn)品容易使用并且人們都會(huì)用。
43
if Apple were like everyone else, our marketing message from them might sound like this:
如果蘋果公司和其他公司一樣，他們的廣告詞可能是這樣的：
44
we make great computers, they’re beautifully designed, simple to use and user friendly.
我們的電腦賊棒，設(shè)計(jì)精美，操作簡(jiǎn)單，對(duì)用戶友好。
45
want to buy one? meh.
想買一個(gè)不？嘎嘎。
46
and that’s how most of us communicate.
這是我們中的多數(shù)人溝通的方式。
47
that’s how most marketing is done and that’s how most sales are done, and that’s how most of us communicate interpersonally.
這是大部分營(yíng)銷和銷售廣告詞的套路，也是我們中的大多數(shù)與人溝通的方式。
48
we say what we do, we say how we’re different or how we’re better and we expect some sort of behavior, a purchase, a vote, something like that.
我們會(huì)說我們做了什么，我們多么地不同，多么地優(yōu)秀，我們期待某種行為，一次購(gòu)買，一個(gè)投票，諸如此類。
比如朋友圈中經(jīng)常發(fā)很晚下班的自拍，他們就是在說自己加班很晚，他們期待一個(gè)點(diǎn)贊，一句夸獎(jiǎng)等等，按照作者的方式，應(yīng)該拍張圖，然后加一句：“我們迷茫彷徨，我們巍然矗立”
49
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.
這是我們的新律師事務(wù)所，我們有最好的律師以及最大的客戶，懂我意思吧，我們一心為客戶。
50
here’s our new car, it gets great gas-mileage, it has, you know, leather seats, buy our car.
這是我們的新款車，極其省油，擁有皮革座椅，買一個(gè)吧。
gas-mileage 每英里汽油消耗量；一加侖汽油所行駛的里程
51
but it’s uninspiring.
但是不令人心動(dòng)。
52
here’s how Apple actually communicates.
以下是蘋果的做法。
文中所說的蘋果公司廣告視頻
53
everything we do, we believe in challenging the status quo.
我們相信我們做的每一件事都是在挑戰(zhàn)現(xiàn)狀。
54
we believe in thinking differently.
我們與眾不同地思考。
55
the way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.
我們挑戰(zhàn)現(xiàn)狀的方式就是使我們的產(chǎn)品設(shè)計(jì)精美，操作簡(jiǎn)單，對(duì)用戶友好。
56
we just happened to make great computers, want buy one?
我們只是碰巧做了不錯(cuò)的電腦，要買個(gè)嗎？
happened to 碰巧
eg：we just happened to have the same answer.
57
totally different, right? you’re ready to buy a computer form me.
完全不同，對(duì)吧？你準(zhǔn)備從我這買個(gè)電腦了。
58
all I did was reverse the order of the information.
我就是調(diào)換了下信息的順序。
59
what it proves to us is that people don’t buy what you do, people buy why you do it.
這說明，人們不為你做的事買單，人們?yōu)槟愕男拍钯I單。
比如：鉆石恒久遠(yuǎn)，一顆永流傳。
60
this explains why every single person in this room is perfectly comfortable buying a computer from Apple.
這解釋了為什么在座的每一個(gè)人都很愿意從蘋果公司買個(gè)電腦。
61
but we’re also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple or a DVR from Apple.
我們也很樂意從蘋果公司買一個(gè)MP3或手機(jī)或DVR。
DVR 硬盤錄像機(jī)（Digital Video Record）
62
but as I said before, Apple’s just a computer company.
就像我之前說的，蘋果公司就是個(gè)賣電腦的。
63
there’s nothing that distinguishes them structurally from many of their competitors.
沒有什么東西能把蘋果公司與他的競(jìng)爭(zhēng)者真正區(qū)分開。
64
they’re competitors are all equally qualified to make all of these products.
他們的競(jìng)爭(zhēng)者也同樣有能力做出那些產(chǎn)品。
65
in fact, they tried.
事實(shí)上，他們嘗試過。
66
a few years ago, Gateway came out with flat screen TVs.
幾年前, Gateway 首次推出了平板電視。
67
they’re eminently qualified to make flat screen TVs.
他們完全有資格制作平板電視。
eminetly adv. 非常，特別，極其（含褒義）；突出地；顯著地
68
they’ve been making flat screen monitors for years.
他們做平板顯示器很多年了。
have been doing 現(xiàn)在完成進(jìn)行時(shí)態(tài)
eg：I have been doing my housework and maybe I will need another ten minutes I will have finished it.
69
nobody bought one.
卻無人問津
70
Dell came out with MP3 players and PDAs, and they make great quality products and they can make perfectly well-designed products.
戴爾是做MP3播放器和掌上電腦的，他們做高質(zhì)量的產(chǎn)品，他們也能做設(shè)計(jì)非常完美的產(chǎn)品。
PDA abbr. 個(gè)人數(shù)字助理（等于Personal Digital Assistant）；秀恩愛（Public Display of Affection）
71
and nobody bought one.
還是無人問津。
72
in fact, talking about it now, we can’t even imagine buying an MP3 player from Dell.
事實(shí)上，現(xiàn)在說起這個(gè)，我們無法想象從戴爾公司買一個(gè)MP3播放器。
73
why would you buy an MP3 player from a computer company?
為啥你從一個(gè)電腦公司買一個(gè)MP3播放器
74
but we do it every day.
但是我們每天都在這么做。
75
people don’t buy what you do, they buy why you do it.
人們不買你做的事，人們買你的信念。
76
the goal is not to do business with anybody with everybody who needs what you have.
我們的目標(biāo)不是與需要你的人共事。
77
the goal is to do business with people who believe what you believe.
我們的目標(biāo)是與認(rèn)同你的信念的人共事。
78
here’s the best part, none of what I’m telling you is my opinion.
接下來是最重要的部分，所有我告訴你們的東西都不是我的想法。
79
it’s all grounded in the tenets of biology, not psychology, biology.
這一切都是基于生物學(xué)的原理，而不是心理學(xué)，是生物學(xué)。
be grounded in 以...為基礎(chǔ)；以...為根據(jù)
physiology 生理學(xué)
eg：The artificial intelligence is grounded in the tenets of mathematics.
80
if you look at a cross-section of the human brain, looking from the top down.
如果你從上往下看人類大腦的橫截面。
81
what you see is the human brain that is actually broken into three major components that correlate perfectly with the Golden Circle.
你會(huì)看見人類大腦被分成3個(gè)主要部分，與黃金圈完美相關(guān)。
82
our newest brain, our homo sapiens brain, our neocortex, corresponds with the What level.
我們最年輕的大腦部分，我們的智人大腦，我們的大腦皮層，與What這一層符合。
newest brain, homo sapiens brain,neocortex這三個(gè)部分是同一個(gè)，只是不同的稱呼
83
the neocortex is responsible for all of our rational and analytical thought and language.
大腦皮層負(fù)責(zé)我們所有的理性和邏輯思考以及語言。
84
the middle two sections make up our limbic brains.
中間的兩部分組成了我們的邊緣大腦。
85
and our limbic brains are responsible for all of our feelings, like trust and loyalty.
我們的邊緣大腦負(fù)責(zé)我們所有的情感，比如信任和忠誠(chéng)。
86
it’s also responsible for all human behavior, all decision-making and it has no capacity for language.
他也負(fù)責(zé)所有的人類行為，所有的決策，但是沒有語言功能。
87
in other words, when we communicate from the outside in.
換句話說，當(dāng)我們從外向內(nèi)溝通的時(shí)候。
88
yes, people can understand vast amounts of complicated information like features and benefits and facts and figures.
使得，人們可以理解大量的復(fù)雜信息，比如特點(diǎn)，利益，事實(shí)和數(shù)字。
89
it just doesn’t drive our behavior.
就是不能左右我們的行為。
90
when we communicate from the inside out, we are talking directly to the part of the brain that controls behavior.
當(dāng)我們由內(nèi)向外溝通的時(shí)候，我們是直接和大腦控制行為的部分對(duì)話。
limbic brains控制情感和行為
91
and we allow people to rationalize it with the tangible things we say and do.
我們使得人們對(duì)我們的行為合理化。
動(dòng)之以情，然后曉之以理
92
this is where gut decisions come from.
直覺決策就是這么來的。
93
you know, sometimes you can give somebody all the facts and figures.
有時(shí)候，你可以給人所有的事實(shí)和數(shù)據(jù)。
94
and they say, I know what all the facts and details say, but it just doesn’t feel right.
然后他們說：“我知道所有的事實(shí)和數(shù)據(jù)意味著什么，但就是哪里怪怪的?！?/p>
95
why would we use that verb, it doesn’t feel right.
為什么我們用“感覺怪怪的”這個(gè)詞。
96
because the part of the brain that controls decision-making doesn’t control language.
因?yàn)榭刂茮Q策的腦部區(qū)域不控制語言。
只可意會(huì)不可言傳
97
and the best we can muster up is, I don’t know, it just doesn’t feel right.
我們想來想去只好說，“我不知道為什么，就是感覺不對(duì)?！?br>
muster up 振作；鼓起
eg：we should master up, the work will be finshed soon.
98
or sometimes you say, you’re leading with your heart, you’re leading with your soul.
有時(shí)你會(huì)說，我在追隨內(nèi)心或是靈魂。
99
I hate to break it to you, those aren’t other body parts controlling your behavior.
偷偷地告訴你，不是身體的某個(gè)部位控制著你的行為。
break...to... 向…透露
eg：I don't want break your secret to your girlfriend, but she is my best sister, I don't want you to hurt her.
100
it’s all happening here and in your limbic brain, the part of the brain that controls decision-making and not language.
都發(fā)生在你的邊緣大腦這里，這個(gè)部分控制決策但是不控制語言。
101
but if you don’t know why you do what you do, and people respond to why you do what you do.
但是如果你不知道你為啥這么做，人們的反應(yīng)就會(huì)告訴你你為什么這么做。
102
then how will anybody, how will you ever get people to vote for you, or buy something from you, or more importantly, be loyal.
無論任何人，或者你如何讓人給你投票，或從你著購(gòu)買東西，更重要的是，對(duì)你忠誠(chéng)。
103
and want to be a part of what it is that you do.
（讓其他人）成為你所做事情的一部分。
這3句，我認(rèn)為作者是想說，你都不知道自己為啥做事，人們?nèi)绾涡湃文隳兀康悄阕鍪碌姆绞絽s會(huì)影響人們對(duì)你的判斷。
104
again, the goal is not just to sell to people who need what you have, the goal is to sell to people who believe what you believe.
再說一次，我們的目標(biāo)不是賣給需要我們的人，而是賣給認(rèn)同我們信念的人。
105
the goal is not just to hire people who need a job, it’s to hire people who believe what you believe.
我們的目標(biāo)不是雇傭需要工作的人，而是雇傭認(rèn)同我們理念的人。
其實(shí)這一個(gè)套路已經(jīng)漸漸失效了，在中國(guó)，沒有哪個(gè)年輕人會(huì)因?yàn)榍閼?、信念去一個(gè)地方工作，沒錢、畫大餅，盡早拜拜。
106
I always say that, you know, if you hire people just because they can do a job, they’ll work for your money.
我總是說，如果你招人只是因?yàn)樗麄兡茏鲞@個(gè)工作，他們就只為錢而工作。
107
but you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.
如果你招那些認(rèn)同你的信念的人，他們就會(huì)為用血淚汗水你拼命工作。
108
and nowhere else is there a better example than this with the Wright Brothers.
在這，沒有哪個(gè)例子比萊特兄弟更適合了。
L7-U1-P2: How Leaders Inspire Us 3
109
most people don’t know about Samuel Pierpont Langley.
許多人不認(rèn)識(shí)Samuel Pierpont Langley。
110
and back in the early 20th century, the pursuit of powered manned flight was like the dot com of the day, everybody was trying it.
回到20世紀(jì)初期，人們對(duì)載人飛機(jī)的追捧就如同人們對(duì)現(xiàn)在的互聯(lián)網(wǎng)的追捧，每個(gè)人都在嘗試造飛機(jī)。
111
and Samuel Pierpont Langley had what we assume to be the recipe for success.
Samuel Pierpont Langley擁有我們所認(rèn)為的成功的要素。
112
I mean, even now, when you ask people, why did your product, why did your company fail?
我的意思是，當(dāng)你問人們，為什么你的產(chǎn)品失敗？為什么你的公司失敗？
113
and people always give you the same permutation of the same three things.
人們總是告訴你相同的3個(gè)因素。
演講者在這里有點(diǎn)小小的口誤，聽起來像是permu thing permutation
114
under-capitalized, the wrong people, bad market conditions.
資金不足，選錯(cuò)人，大環(huán)境不好。
115
it’s always the same three things, so let’s explore that.
總是相同的3個(gè)因素，所以我們來研究下。
116
Samuel Pierpont Langley was given 50,000 dollars by the War Department to figure out this flying machine.
美國(guó)陸軍部給了Samuel Pierpont Langley 50000美元去研究這個(gè)飛行器。
war department 美國(guó)陸軍部
117
money was no problem.
錢不是問題。
118
he held a seat at Harvard and worked at the Smithsonian, and it was extremely well-connected.
他在哈佛任職，在史密森學(xué)會(huì)工作，人脈甚廣。
well-connected adj. 有好親戚的；出身名門的；血統(tǒng)關(guān)系好的；精心構(gòu)思的
119
he knew all the big minds of the day.
他認(rèn)識(shí)當(dāng)時(shí)的所有大人物。
120
he hired the best minds money could find, and the market conditions were fantastic.
他雇傭著錢能找到的最接觸的人才，市場(chǎng)情況一片良好。
121
The New York Times followed him around everywhere, and everyone was rooting for Langley.
紐約時(shí)報(bào)隨處跟著他，所有人都支持Langley。
root for... 支持...
122
and how come we’ve never heard of Samuel Pierpont Langley.
那我們咋就沒聽說過Samuel Pierpont Langley呢？
123
a few hundred miles away in Dayton, Ohio, Orville and Wilbur Wright.
幾百英里外的俄亥俄州，代頓市，Orville和Wilbur Wright。
124
they had none of what we consider to be the recipe for success.
他們沒有我們認(rèn)為的成功的要素。
125
they had no money, they paid for their dream with the proceeds from their bicycle shop.
他們沒錢，他們用自己修車店掙到的錢來承載夢(mèng)想。
proceed vi. 開始；繼續(xù)進(jìn)行；發(fā)生；行進(jìn)；n. 收入，獲利
126
not a single person on the Wright Brothers’ team had a college education, not even Orville or Wilbur.
在萊特兄弟的團(tuán)隊(duì)中沒有一個(gè)人受過大學(xué)教育，即便是Orville或Wilbur。
127
and the New York Times followed them around nowhere.
紐約時(shí)報(bào)不理會(huì)他們。
128
the difference was Orville and Wilbur were driven by a cause, by a purpose, by a belief.
不同的是，Orville和Wilbur被一個(gè)理由，一個(gè)目的，一個(gè)信念所驅(qū)動(dòng)。
129
they believed that if they could figure out this flying machine, it’ll change the course of the world.
他們認(rèn)為如果他們能搞出飛行器，這將改變世界的進(jìn)程。
course n. 科目；課程；過程；進(jìn)程；道路；路線，航向；一道菜
130
Samuel Pierpont Langley was different.
Samuel Pierpont Langley不一樣。
131
he wanted to be rich and he wanted to be famous.
他想變得富有和出名。
132
he was in pursuit of the result, he was in pursuit of the riches.
他追求結(jié)果，追求財(cái)富。
in pursuit of 追求
133
and lo and behold, look what happened.
瞧瞧，發(fā)生了啥。
lo int. 瞧，看哪（表示驚訝或用以引起注意）
behold vt. 看；注視；把...視為
lo and behold 你瞧（表示驚訝的感嘆詞）
134
the people who believed in the Wright Brothers’ dream worked with them with blood and sweat and tears.
相信萊特兄弟夢(mèng)想的人付出鮮血、汗水、淚水與他們共事。
135
the others just worked for the paycheck.
其他人只為支票工作。
136
they tell stories of how every time the Wright Brothers went out, they would have to take five sets of parts.
有故事說每一次萊特兄弟外出，他們必會(huì)帶5套零件。
137
because that’s how many times they would crash before they came in for supper.
因?yàn)檫@是他們?cè)诔酝觑堉靶枰?jīng)歷這么多次失敗。
萊特兄弟在這里應(yīng)該是立了一個(gè)量化目標(biāo)，每天必須失敗多少多少次，才算合格，這和每天學(xué)習(xí)然后打卡應(yīng)該是一個(gè)邏輯
138
and eventually, on December 17th 1903, the Wright Brothers took flight.
最終在1903年12月17號(hào)，萊特兄弟試飛成功。
139
and no one was there to even experience it.
當(dāng)時(shí)沒人體驗(yàn)過這架飛機(jī)。
140
we found out about it a few days later.
幾天之后我們才知道這個(gè)消息。
141
and further proof that Langley was motivated by the wrong thing.
這進(jìn)一步證明了Langley沒有被正確的事情激勵(lì)。
142
the day the Wright Brothers took flight, he quit.
萊特兄弟試飛成功的那一天，他退出了。
143
he could’ve said, that’s an amazing discovery, guys, and I will improve upon your technology, but he didn’t.
他本可以說：”小老弟，這太棒了，我會(huì)改進(jìn)你們的技術(shù)?！暗撬麤]這么做。
144
he wasn’t first, he didn’t get rich, he didn’t get famous, so he quit.
他不是第一個(gè)，他沒有變得富有和出名，所以他退出了。
145
people don’t buy what you do they buy why you do it.
人們不買你的東西而買你的信念。
146
and if you talked about what you believe, you will attract those who believe what you believe.
如果你談到你相信什么，你就會(huì)吸引到那些認(rèn)同你的信念的人。
147
but why is it important to attract those who believe what you believe?
吸引到那些認(rèn)同你的信念的人為什么這么重要呢？
148
something called the law of diffusion of innovation, and if you don’t know the law, you definitely know the terminology.
有人稱之為創(chuàng)新擴(kuò)散定理，如果你不知道這個(gè)定律，你一定知道這個(gè)術(shù)語。
149
the first two and a half percent of our population are our innovators.
人口中的前2.5%是我們的創(chuàng)新者。
150
the next thirteen and a half percent of our population are our early adopters.
接下來的13.5%是我們的早期接受者。
151
the next thirty four percent are your early majority, your late majority and your laggards.
接下來的34%是早期的大多數(shù)，晚期大多數(shù)以及落后者。
152
the only reason these people buy touch-tone phones is because you can’t buy rotary phones anymore.
這些人買按鍵手機(jī)的唯一理由是再也買不到手輪電話了。
153
we all sit at various places at various times on the scale.
在這個(gè)范圍內(nèi)，不同的時(shí)間，我們?cè)诓煌奈恢谩?/p>
154
but what the law of diffusion of innovation tells us is that if you want to mass-market success or mass-market acceptance of an idea.
但是創(chuàng)新擴(kuò)散定律告訴我們，如果你想在市場(chǎng)上獲得成功，或是讓市場(chǎng)接受一個(gè)想法。
mass-market adj. 面向大眾的，大眾市場(chǎng)的，適銷對(duì)路的；銷售量大的，暢銷的
155
you cannot have it until you achieve these tipping point between fifteen and eighteen percent market penetration, and then the system tips.
你只有達(dá)到15%到18%市場(chǎng)滲透率臨界點(diǎn)的時(shí)候才能成功，在這點(diǎn)之后，市場(chǎng)被引爆。
156
and I love asking businesses, what’s your conversion on new business?
我喜歡問一些公司：”你的新事業(yè)怎么樣呀？“
157
they love to tell you, oh, it’s about ten percent, proudly.
他們喜歡說：”哦，10%市場(chǎng)占有率?！斑€驕傲得一比。
158
well, you can trip over ten percent of the customers.
當(dāng)你搞定了10%的客戶的時(shí)候。
trip over 被…絆倒（在這里引申為搞定）
這18篇ted演講的難度就在于很多次只能用意譯去理解，在中文世界里和這些詞組、意群不好一一對(duì)應(yīng)
159
we all have about ten percent who just get it.
我們都有10%的市場(chǎng)占有率。
160
that’s how we describe them, right?
這就是我們的回答，對(duì)嗎？
161
that’s like that gut feeling, oh, they just get it.
那就象內(nèi)心的感覺?！芭叮麄兙椭皇橇私?。”
162
the problem is how do you find the ones that “just get it” before you doing business with them versus the ones who don’t get it.
問題是，與不了解你們產(chǎn)品的人相比，在你開始生意前，你如何找到那些稍微了解你的產(chǎn)品的人。
163
so it’s this here, this little gap that you have to close, as Jeffrey Moore calls it crossing the chasm.
所以就是這里，你必須去填補(bǔ)的小空隙，就是Jeffrey Moore所說的”跨越鴻溝“。
在Jeffrey Moore前后演講者有些口誤，所以聽起來不是很明朗，但這就是練習(xí)聽力的目的所在
164
because you see the early majority will not try something until someone else has tried it first.
因?yàn)樵缙诘拇蠖鄶?shù)在別人已經(jīng)試過之前不會(huì)去嘗試新產(chǎn)品。
165
and these guys, the innovators and the early adopters, they’re comfortable making those gut decisions.
而創(chuàng)新者和早期接收者非常樂意做那些直覺決策。
166
they’re more comfortable making those intuitive decisions that are driven by what they believe about the world.
他們非常樂意做出符合他們世界觀的直覺決策。
167
and not just what product is available.
而不僅僅是哪個(gè)產(chǎn)品好用。
168
these are the people who stood in line for six hours to buy an iPhone when they first came out.
他們是愿意在蘋果產(chǎn)品首次發(fā)布的時(shí)候排隊(duì)6小時(shí)去購(gòu)買的人。
169
when you could’ve just walked into the store in the next week and bought one off the shelf.
而你本可以在下周走進(jìn)零售店買個(gè)現(xiàn)成的。
off the shelf 現(xiàn)成的，不用定制的
170
these are the people who spent 40,000 dollars on flat screen TVs when they first came out, even though the technology was substandard.
他們是在平板電視第一次推出的時(shí)候，敢花40000美元購(gòu)買的人，即便當(dāng)時(shí)技術(shù)還不成熟。
171
and by the way, they didn’t do it because the technology was so great, they did it for themselves.
順便說下，他們不是因?yàn)榭萍寂１贫I，他們是為了自己而買。
172
it’s because they wanted to be first.
因?yàn)樗麄兿氤蔀榈谝粋€(gè)。
173
people don’t buy what you do, they buy why you do it, and what you do simply proves what you believe.
人們不買你的產(chǎn)品，人們買你的信念，你做的事直接證明你的信念。
174
in fact, people will do the things that prove what they believe.
事實(shí)上，人們會(huì)做證明自己信念的事。
175
the reason that person bought the iPhone in the first six hours, stood in lines for six hours.
那些排隊(duì)6個(gè)小時(shí)去買iPhone的人的理由是：
176
was because of what they believed about the world, and how they wanted everybody to see them, they were first.
是因?yàn)樗麄兊氖澜缬^，以及他們希望所有人都看到他們，他們是第一個(gè)。
177
people don’t buy what you do, they buy why you do it.
人們不買你的產(chǎn)品，人們買你的信念。
L7-U1-P2: How Leaders Inspire Us 4
178
so let me give you a famous example, a famous failure and a famous success of the law of diffusion of innovation.
所以讓我來給你講一個(gè)著名的案例，關(guān)于創(chuàng)新擴(kuò)散定律的一個(gè)著名的失敗案例和一個(gè)著名的成功案例。
179
first the famous failure.
首先是這個(gè)失敗的案例。
180
it’s a commercial example.
這是一個(gè)商業(yè)失敗案例。
181
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.
就像我們剛才說的，成功的要素是錢，好同事，好的大環(huán)境，對(duì)吧？擁有這些你就應(yīng)該成功。
182
look at TiVo.
看下TiVo。
183
from the time TiVo came out about eight or nine years ago to this current day.
從TiVo出現(xiàn)到現(xiàn)在的8-9年間。
184
they’re the single, highest quality product on the market, hands-down, there is no dispute.
他們是市場(chǎng)上唯一有高質(zhì)量產(chǎn)品的公司，這一點(diǎn)毫無疑問。
hands-down和there is no dispute都是沒有爭(zhēng)議的意思。
185
they’re extremely well-funded, their market conditions were fantastic.
他們資金相當(dāng)充足，市場(chǎng)大環(huán)境一片好。
186
I mean, we use TiVo as a verb.
如果你把TiVo當(dāng)作動(dòng)詞。
187
I TiVo stuff on my piece of junk Time Warner DVR all the time.
我經(jīng)常把東西蒂沃到我那臺(tái)老舊的華納數(shù)碼視頻錄像機(jī)里面。
TiVo公司的產(chǎn)品可以用來錄電視節(jié)目，并且刪除廣告，這在沒有網(wǎng)絡(luò)流媒體的時(shí)代可謂神器，放到現(xiàn)在一個(gè)視頻會(huì)員就能解決。
piece of junk用在這里引申為“老舊的，不中用的”
188
but TiVo’s commercial failure.
但是TiVo失敗了。
189
they’ve never made money.
他們沒掙到錢。
190
and when they went IPO, their stock was at about thirty or forty dollars and then plummeted, and it’s never traded above ten.
當(dāng)他們上市的時(shí)候，他們的股價(jià)是30-40美金，然后斷崖式下跌，再也沒超過10了。
191
in fact, I don’t think it’s even traded above six, except for a couple of little spikes.
事實(shí)上，我認(rèn)為他的股價(jià)甚至沒有超過6元，除了一些小峰值。
192
because you see, when TiVo launched their product, they told us all what they had.
因?yàn)楫?dāng)TiVo發(fā)布他們的產(chǎn)品的時(shí)候，他們告訴了我們他們產(chǎn)品怎么樣。
193
they said we have a product that pauses live TV, skips commercials, rewinds live TV and memorizes your viewing habits without you even asking.
他們說：“我們的產(chǎn)品能夠暫停電視直播，跳過廣告，回看電視直播以及默默記住你的觀看愛好?！?/p>
194
and the cynical majority said,
然后保守的大多數(shù)就會(huì)說：
195
we don’t believe you, we don’t need it, we don’t like it, you are scaring us.
我們不相信你，我們不需要它，我們不喜歡它，你在嚇我們呢。
196
what if they had said,
如果他們這么說：
197
if you are the kind of person who likes to have total control over every aspect of your life, boy, do we have a product for you?
如果你是想要掌控自己人生的人，兄弟，哥幾個(gè)給你做個(gè)產(chǎn)品如何？
198
it pauses live TVs, skips commercials, memorizes your viewing habits, etc and etc.
它能夠暫停電視直播，跳過廣告，記住你的觀看愛好，諸如此類。
etc abbr. 等等，及其他 (et cetera)
199
people don’t buy what you do, they buy why you do it, and what you do simply serves as the prove of what you believe.
人們不買你的產(chǎn)品而買你的信念，你做什么就會(huì)證明你相信什么。
200
now let me give you a successful example of the law of diffusion of innovation.
讓我給你們介紹一個(gè)關(guān)于創(chuàng)新擴(kuò)散定律的成功案例。
201
in the summer of 1963, 250,000 people showed up on the mall in Washington to hear Dr. King’s speak.
1963年夏天，250000人出現(xiàn)在華盛頓廣場(chǎng)去聽馬丁博士的演講。
202
they sent out no invitations, and there was no website to check the date.
他們沒有發(fā)出邀請(qǐng)函，當(dāng)時(shí)也沒有網(wǎng)站去查看日期。
203
how do you do that?
怎么做到的？
這句詢問對(duì)象看上去是“你”，也就是臺(tái)下的觀眾，有點(diǎn)突兀，所以我認(rèn)為應(yīng)該理解為“當(dāng)時(shí)的那群人怎么就聚在一起聽金博士演講了呢？”
204
well, Dr King wasn’t the only man in America, who was a great orator.
馬丁博士不是美國(guó)唯一的接觸演說家。
205
he wasn’t the only man in America who suffered in a pre-civil rights America.
他不是唯一一個(gè)在民權(quán)運(yùn)動(dòng)之前遭受苦難的美國(guó)人。
206
in fact, some of his ideas were bad.
事實(shí)上，他的一些想法不咋地。
207
but he had a gift.
但是他有種天賦。
208
he didn’t go around telling people what needed to change in America.
他沒有四處游說告訴人們美國(guó)需要什么變化。
209
he went around and told people what he believed.
他四處游說告訴人們他相信什么。
210
I believe, I believe, I believe, he told people.
我相信，我相信，我相信，他給人們這樣說。
211
and people who believed what he believed took his cause, and they made it their own, and they told people.
而那些與他有同樣信念的人受到了他的啟發(fā)，他們也開始把自己的信念告訴別人。
take someone's cause 接受某人的觀念
made it their own 把...變成自己的東西
eg：I believed what he proved and took his cause, and I made it my own, and I told people.
212
and some of those people created structures to get the word out to even more people.
其中一些人把這些東西組織起來，傳播給更多人。
get the word out 幫助宣傳
eg：I have just opened a hot pot restaurant, could you please help me get the word out to even more people, I can give you some coupons.
213
and lo and behold, 250,000 people showed up on the right day, on the right time, to hear him speak.
瞧瞧，250000人在同一天、同一時(shí)間去聽他的演講。
214
how many of them showed up for him?
多少人是為他而來？
215
zero, they showed up for themselves.
沒有一個(gè)，他們是為自己而來。
216
it’s what they believed about the America that got them to travel in a bus for eight hours to stand in the sun in Washington in the middle of August.
是他們自己對(duì)美國(guó)的信念使得他們坐8小時(shí)汽車，站在8月中旬的華盛頓太陽底下聽他演講。
217
it’s what they believed, then it wasn’t about black verses white, twenty five percent of the audience was white.
是他們所相信的，而不是黑白人種族對(duì)抗，25%的聽眾是白人。
218
Dr King believed that there are two types of laws in this world.
馬丁博士相信世上有2種法律。
219
those that are made by a higher authority and those that are made by men.
一種是權(quán)力機(jī)構(gòu)定的，一種是大眾定的。
220
and not until all the laws that are made by men are consistent with the laws that are made by the higher authority will we live in a just world.
只有當(dāng)人民自己制定的法律和權(quán)力機(jī)構(gòu)制定的法律保持一致的時(shí)候，我們才能生活在公正的世界里。
221
it just so happened that the civil-rights movement was the perfect thing to help him bring his cause to life.
碰巧，民權(quán)運(yùn)動(dòng)是幫助他實(shí)現(xiàn)目標(biāo)的最佳途徑。
bring one's cause to life 把目標(biāo)變?yōu)楝F(xiàn)實(shí)，cause可替換為dream等。
eg：I just wanted to bring my dream to life.
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we followed not for him but for ourselves.
我們不是追隨他，是追隨我們自己。
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and by the way, he gave the I Have A Dream speech not I Have A Plan speech.
順便說下，他的演講叫“我有一個(gè)夢(mèng)想”而不是“我有一個(gè)計(jì)劃”。
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listen to politicians now with their comprehensive 12-point plans, they’re not inspiring anybody.
聽一下現(xiàn)在政客們的綜合12點(diǎn)計(jì)劃，這不激勵(lì)任何人。
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because there are leaders and there are those who lead.
因?yàn)橐环N是領(lǐng)導(dǎo)，一種是領(lǐng)導(dǎo)者。
226
leaders hold a position of power or authority, but those who lead inspire us.
領(lǐng)導(dǎo)擁有權(quán)力、地位，但是領(lǐng)導(dǎo)者激勵(lì)我們。
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whether they’re individuals or organizations, we follow those who lead not because we have to but because we want to.
不管是個(gè)人還是機(jī)構(gòu)，我們追隨領(lǐng)導(dǎo)者，不是因?yàn)槲覀儾坏貌蛔冯S，而是我們想要追隨。
228
we follow those who lead not for them, but for ourselves.
我們跟隨領(lǐng)導(dǎo)者不是為了他們，而是為了我們。
229
and it’s those who start with why that have the ability to inspire those around them or find others who inspire them.
就是那些思考“為什么”的人能夠激勵(lì)周圍的人或者找到激勵(lì)自己的人。
230
thank you very much.
感謝老鐵。
