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1、Howdoyouexplainwhenthingsdon'tgoasweassume? Orbetter,howdoyouexplain whenothersareabletoachievethingsthatseemtodefyalloftheassumptions? Forexample: WhyisApplesoinnovative? Yearafteryear,afteryear, they'remoreinnovativethanalltheircompetition. Andyet,they'rejustacomputercompany. They'rejustli
2、keeveryoneelse. Theyhavethesameaccesstothesametalent,thesameagencies, thesameconsultants,thesamemedia. Thenwhyisitthattheyseemtohavesomethingdifferent? WhyisitthatMartinLutherKingledtheCivilRightsMovement? Hewasn'ttheonlymanwhosufferedinpre-civilrightsAmerica, andhecertainlywasn'ttheonlygrea
3、toratoroftheday. Whyhim? AndwhyisitthattheWrightbrothers wereabletofigureoutcontrolled,poweredmanflight whentherewerecertainlyotherteams whowerebetterqualified,betterfunded-- andtheydidn'tachievepoweredmanflight, andtheWrightbrothersbeatthemtoit. There'ssomethingelseatplayhere.01:17Aboutthre
4、eandahalfyearsago,Imadeadiscovery. AndthisdiscoveryprofoundlychangedmyviewonhowIthoughttheworldworked, anditevenprofoundlychangedthewayinwhichIoperateinit. Asitturnsout,there'sapattern. Asitturnsout,allthegreatinspiringleadersandorganizationsintheworld,whetherit'sAppleorMartinLutherKingorthe
5、Wrightbrothers, theyallthink,actandcommunicatetheexactsameway. Andit'sthecompleteoppositetoeveryoneelse. AllIdidwascodifyit, andit'sprobablytheworld'ssimplestidea. Icallitthegoldencircle.02:07Why?How?What? Thislittleideaexplains whysomeorganizationsandsomeleadersareabletoinspirewhereothersar
6、en't. Letmedefinethetermsreallyquickly. Everysingleperson,everysingleorganizationontheplanet knowswhattheydo,100percent. Someknowhowtheydoit, whetheryoucallityourdifferentiatedvalueproposition oryourproprietaryprocessoryourUSP. Butvery,veryfewpeopleororganizationsknowwhytheydowhattheydo. And
7、by"why"Idon'tmean"tomakeaprofit." That'saresult.It'salwaysaresult. By"why,"Imean:What'syourpurpose? What'syourcause?What'syourbelief? Whydoesyourorganizationexist? Whydoyougetoutofbedinthemorning? Andwhyshouldanyonecare? Asaresult,thewaywethink,wea
