伟大的领导如何赋予行动以灵感
How Greater Leaders Inspire Action
Simon Sinek
你怎样解释一些事情的进展出乎我们意料？或者说，你怎样解释别人能成就一些看似完全不符合设想的事？
How do you explain when things don’t go as we assume? Or better, how do you explain when others are able to achieve things that em to defy all of the assumptions?
例如：为什么苹果公司如此热衷于创新？年复一年，他们总是比所有竞争对手更要敢于创新。可是，他只是一家电脑公司，和其他竞争对手一样。他们以同样的方法聘用同样的人才，拥有同样的代理商，同样的顾问，同样的媒体。那为什么他们看上去会与众不同呢？
For example, why is Apple so innovative? Year after year after year after year, they are more innovative than all their competition. And yet, they are just a computer company, just li
ke everyone el. They have the same access to the same talent, the same agencies, the same consultants, the same media. Then why is it that they em to have something different?
为什么马丁·路德·金能领导民权运动？他不是唯一一个遭遇非公民待遇的美国公民。他无疑也不是那个时代唯一伟大的演说家。那为什么是他？
Why is it that Martin Luther King led the Civil Rights Movement? He wasn’t the only man who suffered in the pre-Civil Rights America, and he certainly not the only great orator of the day. Why him?
And why is it that the Wright Brothers were able to figure out control powered man flight when there were certainly other teams who were better qualified, better funded… and they didn’t achieve powered man flight… the Wright Brothers beat them to it.
为什么莱特兄弟能够发明载人动力飞机，而当时其他人无疑拥有更好的资质、更雄厚的资金，但他们却没能完成载人动力飞行，而莱特兄弟却能最终成功呢？
There’s something el at play here.
因为这里还有其他因素。
About three and a half years ago, I made a discovery, and this discovery profoundly changed my view on how I thought the world worked and then it even profoundly changed the way in which I operated it.
大约三年半之前，我发现了一个原理。这个发现深深地改变了我的观点，我曾经认为这个世界是如何运转的观点。它还深深地改变了我行事的方式。
As it turns out, there is a pattern. As it turns out all the great and inspiring leaders and organizations in the world whether it’s Apple or Martin Luther King or the Wright Brothers, they all think, act, and communicate in the exact same way, and it’s the complete opposite to everyone el.
情侣的网名
说起来，这是一种模式。这个世界上所有伟大的、有感染力的领导者或者企业，无论是苹果公司，马丁·路德·金或者莱特兄弟，他们都以一种完全相同的方式进行思考、行动和交
流。但这是一种完全不同于其他人的方式。
体育教育的意义All I did is codify it, and it’s probably the world’s simplest idea. I call it the Golden Circle.
我做的全部工作，只是把它挽留对方的话编成一条法则。这可能是世界上最简单的法则。我把它叫做黄金圈。
Why, how, what.
为什么，怎么样，是什么。
This little idea explains why some organizations and some leaders are able to inspire while others aren't. Let me define the terms really quickly.
这一法则解释了为什么一些企业和一些领导者，能够拥有其他人不能实现的感染力。让我快速地定义一下这些术语。
耳垂有痣Every single person, every single organization on the planet knows what they do, 100%.
世界上每个人、每家企业都明白他们在做什么，这是毫无疑问的。
Some know how they do it: you call it your differentiating value proposition, or your proprietary process, or your USP.
其中一些知道怎么样去做，你们可以把这叫做有差异的价值主张，或者是专有的工艺，或者独家卖点。
But very very few people or organizations know why they do what they do.
但是极少人或企业知道，为什么要做自己所做的事情。
And by why I don't mean to make a profit. That’s a result. It's always a result.
小学生五年级日记
这里的“为什么”，我不是指“为利润红楼梦章节”。这只是个结果。事情总是会有一个结果的。
By why I mean what's your purpo, what's your cau, what's your belief.
我所指的是：你的目的是什么？你的动机是什么？你的信仰是什么？mixxo
Why does your organization exist? Why did you get out of bed in the morning? Why should anyone care?
为什么你的企业会存在？你为什么而工作？为什么其他人需要在乎这些？
As a result, the way we think, the way we act, the way we communicate is from the outside in. It's obvious. We go from the clearest thing to the fuzziest thing.
这样的结果是，我们思考的方式，我们行动的方式，和我们交流的方式都是由外而内的。这个很明显，我们都是从最清晰的事物，到最模糊的事物。
玫瑰怎么养
But the inspired leaders, the inspired organizations, regardless of their size, regardless of their industry, all think, act and communicate from the inside out.
但是有感染力的领导者和企业，不论他们的规模、行业，所有的思想、行动和交流都是自内而外的。
Let me give you an example. I u Apple becau it's easy to understand and everybody gets it.
给你们举个例子。我用苹果公司来举例，因为这很简单，这样大家都很容易理解。
If Apple were like everyone el, a marketing message from them might sound like this. We make great computers. They are beautifully designed, simple to u, and ur-friendly. Want to buy one?
如果苹果公司如同其他公司一样，他们的营销方法就可能是这样。“我们做最棒的电脑。设计精美，使用简单，界面友好。你想要买一台吗？”
That's how most of us communicate. That's how most marketing is done. That's how most sales are done. That's how most of us communicate interpersonally.
