How Great Leaders Inspire Action | Simon Sinek | TED

Or better, how do you explain when others are able to achieve things that seem to defy违抗 all of the assumptions?

或者更准确地说，当他人能达成看似违背所有常识的成就时，你又该如何解释？

For example: Why is Apple so innovative?

例如：为什么苹果公司如此具有创新精神？

Year after year, after year, they're more innovative than all their competition竞争.

年复一年，他们的创新程度远超所有竞争对手。

And yet, they're just a computer company.

然而，他们不过是一家电脑公司罢了。

They're just like everyone else.

他们和其他人没什么两样。

They have the same access to the same talent, the same agencies, the same consultants, the same media.

他们拥有同样的资源获取渠道、同样的人才、同样的代理机构、同样的顾问以及同样的媒体平台。

Then why is it that they seem to have something different?

那么，为什么他们似乎拥有某种与众不同的特质呢？

Why is it that Martin Luther King led the Civil Rights Movement?

为什么是马丁·路德·金领导了民权运动？

He wasn't the only man who suffered in pre-civil rights America, and he certainly wasn't the only great orator演说家 of the day.

他并非当时唯一遭受苦难的人，也绝非当时最杰出的演说家。

Why him?

为什么偏偏是他？

And why is it that the Wright brothers were able to figure out controlled, powered man flight when there were certainly other teams who were better qualified有资格的, better funded -- and they

为什么莱特兄弟能够搞出受控的动力载人飞行，而当时显然有其他团队资质更优、资金更足——

didn't achieve powered man flight, and the Wright brothers beat them to it.

但他们未能实现动力载人飞行，而莱特兄弟却捷足先登了。

There's something else at play here.

这里还有别的原因在起作用。

About three and a half years ago, I made a discovery.

大约三年半前，我有了一个发现。

And this discovery profoundly深刻地 changed my view on how I thought the world worked, and it even profoundly深刻地 changed the way in which I operate in it.

这一发现深刻地改变了我对世界运作方式的看法，甚至彻底改变了我在这个世界中的行事方式。

As it turns out, there's a pattern.

事实证明，这其中存在一种模式。

As it turns out, all the great 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 the

事实证明，世界上所有伟大的激励人心的领导者和组织，无论是苹果、马丁·路德·金还是莱特兄弟，他们的思考、行动和沟通方式完全一致。

exact same way.

完全相同的方式。

And it's the complete opposite to everyone else.

这与其他人完全不同。

All I did was codify将…系统化 it, and it's probably the world's simplest idea.

我所做的只是将其总结归纳，而这可能是世界上最简单的理念。

I call it the golden circle.

我称之为“黄金圈”。

Why?

为什么？

How?

怎么做？

What?

做什么？

This little idea explains why some organizations and some leaders are able to inspire激励 where others aren't.

这个小小的理念解释了为何有些组织和领导者能够激励他人，而其他人却做不到。

Let me define the terms really quickly.

让我快速定义一下这些术语。

Every single person, every single organization on the planet knows what they do, 100 percent.

地球上的每一个人、每一个组织都百分之百清楚自己在做什么。

Some know how they do it, whether you call it your differentiated value proposition提议 or your proprietary process or your USP.

有些人知道他们是如何做到的，无论你称之为差异化价值主张、专有流程还是独特卖点（USP）。

But very, very few people or organizations know why they do what they do.

但非常少的人或组织知道他们为什么要做所做的事。