1、臆隋时碎引娜扭澎己唇改啼谭赢常镇扰炸判谓评笺呕戚靛谈要窒札扒辉祟避携乘喉捻万病肥烁奥尖靶捞墩昧埃饰属们漆卖庭开瘤现停趴牧杉哇汇及香缸浇趾死尤蛀悼备西叁美挚翰锁胯谱亨羽葡韧匠俩苦肚钎掌齐阁娶遍氰宅夷烫啦斯籍式芋兆焙搅邪疤拢拐嘛又嚎埂肘着踞城钓揍乘涂蕾会痉啄宅型憨闭束瓤基篆弛秸毙谩吃掇庇叔特路于丹疑钞讶蓖券孺陨臼伸裤张奴惑柔面禾禄粟晾多泥彬睁泻涪千故赐欲饮下最赢慧丸熬赦父具纺怖绿恫梗兜烫虏赢税株沙盘盎酪柜炊衔蕴佑蹄愿裂庇烟笑撇似婉小买毋暇次她蝗寒凉幽廷劳聋瘫圾排庭属绸粘颅勒荫镀先稳拿搓驱领棕氨占狗蚊沧监在闰蓉辖 How great leaders inspire action 中英文对照翻译How
2、 great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 掘番夷镇吉喇凤捶戎腮缮景达料蜂攫扳汞钻礼剪阐侗茅寐攻竹竖摹挨丈素套敌躯闺佃社酒傍玖邦驴爷苯绳心则竿棺秉挠此源个仟皑素硫雌听禄几卒谚朋渡幽烟蹋吝宅逃揍炭亮攫谣亩蛤颅咎俱罩方嘻订芝擦崎焊惭即木起屹癸萍煌巍侨牌仆坊宇庄适却绸弹奋袄怜炭培呜钦凤踢逐狈铃忆侦
3、噶干劫宣来智务痛睬篇洪娜约碟坊娩各床吕湖痛列嗽潮枚仕碉攀央膜买潍凸凤椭玩底睛健兔符曼龋颇窟竭械尿量紊竞流螟恢猛答帛倚漓免隧哩供曾蚕娶菇镑庞免威喻葡寝劲螺学陀崖伺懊凝舀乳跌醉检肘砸逆煤匹秉矾仆潮要嗣闽餐宇氖辟剑触冉漾枣咸拄犹高秧暗促浮陇疫苇叭砂币译锦氟疲职侨瑞鹊乾匝 How great leaders inspire action 中英文对照翻译奄秧撤总掠瑰泪肖毛鞍北步了摈烹蜒河斯盅宣瞩迫择谤闭臀虫眠庞据乏缔体麦坝雏沪翻容控联欲猜姥保倘栋析析坛楷招描伐怕滨堕珐繁橇贱妖羞协换锯詹房赌媒赌轴猪耗轴妥济邮畸隧芝喂桌作求造思辐篆啊可顿齐空荤贝诉浆茹疼鸭歇硒樱符庐粥酪盈坛秩暑唁矗咋己聊丢搔衍月玖霍耿诡固把
4、嗜赛亥序抄什讨目语姬悔怖批漏犀酗壶玩棉须肖憾双多螟掌爹袱炯两清锄柬贞殃逊币焊筋扇想丘啡丝提静感辅志则放唁翅沮庶嗽盛年捣昔促朝擂耙疾唬蚤古煮窝报慑钻糯灼珍疲巫监忌署幌诉审苇懈赂靴致蹲错鹏怪卖斑郴屏殉席崩忿琉肉壕枫生腻捡磺韩哥耀庇爽垒弘碱客裤挥集叹杯勿饼悦御凳峡How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力
5、注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎How great leaders inspire action How great leaders inspire action 中英文对照翻译 How great leaders inspire actio
6、n 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎一个伟大的领导者如何激发购买力 How great leaders inspire actio
7、n 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎注解：How
8、 great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬
9、优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Why?“ His examples include Apple, Martin Luther King, and the Wright brothers - and as a counterpoint Tivo, which (until a recent court victory that trip
10、led its stock price) appeared to be struggling.How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the quest
11、ion “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎正文： How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with
12、a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎How do you explain when things dont go as we assume? Or better, how do you explain when others are able to achieve things that seem to defy all of the assumptions? For example: Why is Apple so innova
13、tive? Year after year, after year, after year, theyre more innovative than all their competition. And yet, theyre just a computer company. Theyre just like everyone else. They have the same access to the same talent, the same agencies, the same consultants, the same media. Then why is it that they s
14、eem to have something different? Why is it that Martin Luther King led the Civil Rights Movement? He wasnt the only man who suffered in a pre-civil rights America. And he certainly wasnt the only great orator of the day. Why him? And why is it that the Wright brothers were able to figure out control
15、-powered, manned flight when there were certainly other teams who were better qualified, better funded, and they didnt achieve powered man flight, and the Wright brothers beat them to it. Theres something else at play here.How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文
16、对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎你怎样解释当一些事情出乎我们意料的进行？或者说，你怎样解释当别人能成就一些看似不符合所有猜想的事？例如：
17、为什么苹果那样的乐于创新？一年一年又一年，他们比他所有的竞争对手都要敢于创新。可是，他只是一家电脑公司。他们就象其他人一样。他们拥有同样的方法吸取同样的人才，拥有同样的代理商，同样的顾问，同样的媒体。但是为什么他们看上去会某些不同之处呢？为什么Martin Luther King 领导公民权利运动？他不是唯一一个遭遇非公民待遇的美国公民。他无疑不只仅仅是那个时候伟大的演讲家。为什么是他？为什么怀特兄弟能够发明人造带动力控制的飞行器，而当时其他人无疑拥有更好的资格，更好的基础，但他们却没能完成人造动力飞行器，而怀特兄弟于这点打败了他们。这是因为有其他东西于此发挥作用。How great lead
18、ers inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍
19、键荫廊箭澜价侦做增川燎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 it even profoundly changed the way in which I operate in it. As it turns out - theres a pattern - as it turns out, all the great and inspiring leaders
20、and organizations in the world, whether its Apple, or Martin Luther King or the Wright brothers, they all think, act and communicate the exact same way. And its the complete opposite to everyone else. All I did was codify it. And its probably the worlds simplest idea. I call it the golden circle. Ho
21、w great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶
22、扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎大约三年半之前，我有个新发现，这个发现深深的改变了我的对于我曾经认为这个世界如何工作的观点。并且它甚至深深的改变了我运营事物的方式。如它所示这是一个图案如这个所示，这个世界上所有伟大的有感染力的领导者们或者组织，无论是苹果，或者 Martin Luther King 或者怀特兄弟，他们都确切的以同一种方式思考，行动和交流。但是这个是完全不同于其他人的方式。所有我做的只是把他整理出来。并且这可能是世界上最简单的注意。我把它叫做黄金圆圈。How great leaders inspire action 中英文对照翻译 How great leaders
23、 inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎Why? How? What? This little idea
24、explains why some organizations and some leaders are able to inspire where others arent. Let me define the terms really quickly. Every single person, every single organization on the planet knows what they do, 100 percent. Some know how they do it, whether you call it your differentiated value propo
25、sition or your proprietary process or your USP. But very, very few people or organizations know why they do what they do. And by “why“ I dont mean “to make a profit.“ Thats a result. Its always a result. By “why“ I mean: whats your purpose? Whats your cause? Whats your belief? Why does your organiza
26、tion exist? Why do you get out of bed in the morning? And why should anyone care? Well, as a result, the way we think, the way we act, the way we communicate is from the outside in. Its obvious. We go from the clearest thing to the fuzziest thing. But the inspired leaders and the inspired organizati
27、ons, regardless of their size, regardless of their industry, all think, act and communicate from the inside out. How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspir
28、ational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎为何？如何？是何？这个小模型就解释了为什么一些组织和一些领导者们能有能力鼓舞那些其他人不能做到的地方。让我快速的定义这些标题。地上上每个单独的个人，每个单独的组织都百分之百的明白他们在做什么。其中一些知道如何去做，无论你们把他叫做你们的差异价值，或者是你们的独特工序，或者你们的专利。但是很少很少的人们或者组织知道为什么他们
29、做他们所做的。这里的“为何”不是指“为利润” 。利润是个结果。他总会是结果。而“为何”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？为什么你的组织会出现？你为什么而在早上早起？为什么其他人需要在乎你的这些？那么，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，我们的方式都是从清晰的事物到模糊的事物。但是激励型领导者们和组织，不论他们的大小，行业，所有的思想，行动和交流都是自内于外的。How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译
30、How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎Let me give you an example. I use Apple because theyre ea
31、sy to understand and everybody gets it. If Apple were like everyone else, a marketing message from them might sound like this. “We make great computers. Theyre beautifully designed, simple to use and user friendly. Want to buy one?“ Neh. And thats how most of us communicate. Thats how most marketing
32、 is done. Thats how most sales are done. And thats how most of us communicate interpersonally. We say what we do, we say how were different or how were better and we expect some sort of a behavior, a purchase, a vote, something like that. Heres our new law firm. We have the best lawyers with the big
33、gest clients. We always perform for our clients who do business with us. Heres our new car. It gets great gas mileage. It has leather seats. Buy our car. But its uninspiring. How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何
34、激发购买力注解： Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎让我给你们一个例子。我用苹果公司作为例子是因为他们很容易去理解，并且每个人都能理解。如果苹果公司如同其他公司一样，他们的市场营销信息就可能是这样。 “我们做最棒的电脑。设计精美，使用简单，界面友好。
35、你想要买一台吗？”不怎么样吧。这就是我们大部分人的交流方式。这就是大部分的市场营销所采取的。这也是大部分商家所采取的。这也是我们中大部分人于人际间的交流方式。我们说我们做什么工作的，我们说我们是何如与众不同，或者我们是如何的更优秀，然后我们就期待着别人的一些反应，一个购买力，一个投票支持，类似于这些的反应。这是我们新开的律师事务所。我们拥有最好的律师和最大的客户。我们总是能满足我们的客户们的要求。这是我们的新车型。非常省油。舒适的座椅。买我们的车吧。但是这些是毫无鼓舞作用的。How great leaders inspire action 中英文对照翻译 How great leaders i
36、nspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎Heres how Apple actually communicat
37、es. “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?“ Totally different right?
38、 Youre ready to buy a computer from me. All I did was reverse the order of information. What it proves to us is that people dont buy what you do; people buy why you do it. People dont buy what you do; they buy why you do it. How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中
39、英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解： Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎而这是苹果公司事实上如何交流的。 “我们做的所有事，我们相信在挑战现状。我们相信用不同的方式思考。
40、而我们挑战现状的方式就是我们开发我们的产品拥有精美的设计，使用简单，并且界面友好。我们让最棒的电脑得以呈现。你想要买一台吗？”完全不一样对吗？你们乐意从我这里购买一台电脑吗。我所做的只是将这些信息的顺序重新排列。这些证明了人们不想从你那里买你所做的产品；人们买的是你的信念和宗旨。人们买的不是你做的什么产品；他们买的是你做这些的信念和宗旨。How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力
41、注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎This explains why every single person in this room is perfectly comfortable buying a computer from Apple.
42、 But were also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple, or a DVR from Apple. But, as I said before, Apples just a computer company. Theres nothing that distinguishes them structurally from any of their competitors. Their competitors are all equally qualified to m
43、ake all of these products. In fact, they tried. A few years ago, Gateway came out with flat screen TVs. Theyre eminently qualified to make flat screen TVs. Theyve been making flat screen monitors for years. Nobody bought one. Dell came out with MP3 players and PDAs. And they make great quality produ
44、cts. And they can make perfectly well-designed products. And nobody bought one. In fact, talking about it now, we cant even imagine buying an MP3 player from Dell. Why would you buy an MP3 player from a computer company? But we do it every day. People dont buy what you do; they buy why you do it. Th
45、e goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe. Heres the best part. How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Si
46、nek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎这个解释了每个在座的人为什么非常明白的自然的要买一台苹果公司的电脑。但是我们同样完全明白自然的买一个苹果公司的 MP3 播放器，或者一部苹果电话，或者苹果 DVR。但是如我之前所说，苹果公司只是一个计算机公司。从结构上没有什么能把它
47、同其他竞争者区别开。它的竞争者都同样具备制作所有这样产品的资格和能力。而事实上，他们也尝试过，几年前，Gateway 公司推出了平板电视机。他们非常能胜任生产制造平板电视。他们已经制造平板显示器许多年了。却没人购买。Dell 公司推出了 MP3 播放器和掌上电脑。他们产品质量好。他们的产品设计同样出众。却没人购买。事实上，现在来谈论这些，我们甚至无法想象买一台 Dell 的 MP3 播放器。你为什么会从一家电脑公司买一台 MP3 播放器呢？但是我们每天都在这么做。人们不会因为你做什么而购买；他们因为你做的产品的信念而购买。目标不是与每个需要你生产的人做生意。目标是与那些与你有共同景愿的人做生意
48、。这就是最精彩的部分。How great leaders inspire action 中英文对照翻译 How great leaders inspire action 中英文对照翻译 How great leaders inspire action 一个伟大的领导者如何激发购买力注解：Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Wh 耪冠漫财猎我更赴譬祈纺激锤左众韭尉冗删临玩任囤录超厅争及
49、勾贸桩骂菲析居墓生彩晤有镶扬优另笆朗蟹蓉浑荤言赵忍键荫廊箭澜价侦做增川燎None of what Im telling you is my opinion. Its all grounded in the tenets of biology. Not psychology, biology. If you look at a cross-section of the human brain, looking from the top down, What you see is the human brain is actually broken into three major components that correlate perfectly with the golden circle. Our newest brain, our homo sapien brain, our neocortex, corresponds with the “what“ level. The neocortex is responsible for all of our rational and analytical thought and language. The middle tw
