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1、HowgreatleadersinspireactionHowdoyouexplainwhenthingsdon'tgoasweassume?Orbetter,howdoyouexplainwhenothersareabletoachievethingsthatseemtodefyalloftheassumptions?Forexample:WhyisApplesoinnovative?Yearafteryear,afteryear,they'remoreinnovativethanalltheircompetition.And
2、yet,they'rejustacomputercompany.The/rejustlikeeveryoneelse・Theyhavethesameaccesstothesametalent,thesameagencies,thesameconsultants,thesamemedia・Thenwhyisitthattheyseemtohavesomethingdifferent?WhyisitthatMartinLutherKingledtheCivilRightsMovement?Hewasn*ttheonlymanwhos
3、ufferedinpre-civilrightsAmerica,andhecertainlywasn'ttheonlygreatoratoroftheday.Whyhim?AndwhyisitthattheWrightbrotherswereabletofigureoutcontrolled,poweredmanflightwhentherewerecertainlyotherteamswhowerebetterqualified,betterfunded-andtheydidn'tachievepoweredmanflight
4、,andtheWrightbrothersbeatthemtoit.There'ssomethingelseatplayhere・1:17Aboutthreeandahalfyearsago,Imadeadiscovery.AndthisdiscoveryprofoundlychangedmyviewonhowIthoughttheworldworked,anditevenprofoundlychangedthewayinwhichIoperateinit.Asitturnsout,therefsapattern.Asittur
5、nsout,allthegreatinspiringleadersandorganizationsintheworld,whetherit'sAppleorMartinLutherKingortheWrightbrothers,theyallthink,actandcommunicatetheexactsameway.Andit'sthecompleteoppositetoeveryoneelse・AllIdidwascodifyit,andit'sprobablytheworld'ssimplestidea・Icallitth
6、egoldencircle・2:07Why?How?What?Thislittleideaexplainswhysomeorganizationsandsomeleadersareabletoinspirewhereothersaren't.Letmedefinethetermsreallyquickly.Everysingleperson,everysingleorganizationontheplanetknowswhattheydo,100percent.Someknowhowtheydoit,whetheryoucall
7、ityourdifferentiatedvaluepropositionoryourproprietaryprocessoryourUSP・Butvery,veryfewpeopleororganizationsknowwhytheydowhattheydo.Andby”why”Idon'tmean“tomakeaprofit.'That'saresult.It'salwaysaresult・ByHwhy,HImean:Whafsyourpurpose?Whatfsyourcause?Whafsyourbelief?Whydoe
8、syourorganizationexist?Whydoyougetoutofbedinthemoming?Andwhyshouldanyonecare?Asaresult,thewaywethink,weact,thewaywecommunicateisfro
