How great leaders inspire action - Simon Sinek
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how<00:00:16.800> do<00:00:16.920> you<00:00:17.119> explain<00:00:17.760> when<00:00:18.000> things<00:00:18.320> don't<00:00:18.680> go
how do you explain when things don't go
how do you explain when things don't go
as<00:00:19.400> we<00:00:19.600> assume<00:00:20.320> or<00:00:20.680> better<00:00:21.680> how<00:00:21.880> do<00:00:22.039> you
as we assume or better how do you
as we assume or better how do you
explain<00:00:23.439> when<00:00:23.720> others<00:00:24.080> are<00:00:24.199> able<00:00:24.400> to<00:00:24.519> achieve
explain when others are able to achieve
explain when others are able to achieve
things<00:00:25.039> that<00:00:25.119> seem<00:00:25.279> to<00:00:25.439> defy<00:00:25.840> all<00:00:25.960> of<00:00:26.119> the
things that seem to defy all of the
things that seem to defy all of the
assumptions<00:00:27.679> for<00:00:28.039> example<00:00:29.039> why<00:00:29.240> is<00:00:29.560> Apple<00:00:30.000> so
assumptions for example why is Apple so
assumptions for example why is Apple so
Innovative<00:00:31.400> year<00:00:31.800> after<00:00:32.119> year<00:00:32.520> after<00:00:32.759> year
Innovative year after year after year
Innovative year after year after year
after<00:00:33.280> year<00:00:33.719> they're<00:00:33.920> more<00:00:34.160> Innovative<00:00:34.719> than
after year they're more Innovative than
after year they're more Innovative than
all<00:00:35.280> their<00:00:35.760> competition<00:00:36.760> and<00:00:36.920> yet<00:00:37.079> they're
all their competition and yet they're
all their competition and yet they're
just<00:00:37.399> a<00:00:37.559> computer<00:00:38.000> company<00:00:38.559> they're<00:00:38.840> just
just a computer company they're just
just a computer company they're just
like<00:00:39.200> everyone<00:00:39.520> else<00:00:40.160> they<00:00:40.280> have<00:00:40.440> the<00:00:40.559> same
like everyone else they have the same
like everyone else they have the same
access<00:00:41.360> to<00:00:41.559> the<00:00:41.680> same<00:00:41.920> Talent<00:00:42.640> the<00:00:42.760> same
access to the same Talent the same
access to the same Talent the same
agencies<00:00:43.600> the<00:00:43.719> same<00:00:43.920> Consultants<00:00:44.440> the<00:00:44.559> same
agencies the same Consultants the same
agencies the same Consultants the same
media<00:00:45.800> then<00:00:46.079> why<00:00:46.239> is<00:00:46.320> it<00:00:46.520> that<00:00:46.800> they<00:00:47.160> seem<00:00:47.399> to
media then why is it that they seem to
media then why is it that they seem to
have<00:00:48.280> something
have something
have something
different<00:00:50.280> why<00:00:50.399> is<00:00:50.520> it<00:00:50.680> that<00:00:51.000> Martin<00:00:51.360> Luther
different why is it that Martin Luther
different why is it that Martin Luther
King<00:00:52.559> led<00:00:52.800> the<00:00:52.960> Civil<00:00:53.199> Rights<00:00:53.480> Movement<00:00:54.480> he
King led the Civil Rights Movement he
King led the Civil Rights Movement he
wasn't<00:00:54.920> the<00:00:55.079> only<00:00:55.399> man<00:00:56.199> who<00:00:56.399> suffered<00:00:56.719> in<00:00:56.840> a
wasn't the only man who suffered in a
wasn't the only man who suffered in a
preil<00:00:57.320> rights<00:00:57.600> America<00:00:58.519> and<00:00:58.600> he<00:00:58.719> certainly
preil rights America and he certainly
preil rights America and he certainly
wasn't<00:00:59.239> the<00:00:59.359> only<00:00:59.600> great<00:01:00.000> oror<00:01:00.280> of<00:01:00.399> the<00:01:00.559> day
wasn't the only great oror of the day
wasn't the only great oror of the day
why<00:01:01.640> him<00:01:02.640> and<00:01:02.879> why<00:01:03.120> is<00:01:03.239> it<00:01:04.080> that<00:01:04.239> the<00:01:04.360> wri
why him and why is it that the wri
why him and why is it that the wri
brothers<00:01:05.040> were<00:01:05.239> able<00:01:05.479> to<00:01:05.640> figure<00:01:05.920> out<00:01:06.600> control
brothers were able to figure out control
brothers were able to figure out control
powered<00:01:07.439> man<00:01:07.720> flight<00:01:08.520> when<00:01:08.680> there<00:01:08.799> were
powered man flight when there were
powered man flight when there were
certainly<00:01:09.400> other<00:01:09.600> teams<00:01:09.920> who<00:01:10.000> were<00:01:10.159> better
certainly other teams who were better
certainly other teams who were better
qualified<00:01:11.040> better
qualified better
qualified better
funded<00:01:13.280> and<00:01:13.439> they<00:01:13.640> didn't<00:01:14.560> achieve<00:01:15.560> powered
funded and they didn't achieve powered
funded and they didn't achieve powered
man<00:01:16.119> flight<00:01:16.360> and<00:01:16.400> the<00:01:16.520> right<00:01:16.720> Brothers<00:01:17.080> beat
man flight and the right Brothers beat
man flight and the right Brothers beat
them<00:01:17.439> to<00:01:17.640> it<00:01:18.520> there's<00:01:18.759> something<00:01:19.080> else<00:01:19.320> at
them to it there's something else at
them to it there's something else at
play
play
play
here<00:01:21.439> about<00:01:22.079> 3<00:01:22.320> and<00:01:22.439> a<00:01:22.600> half<00:01:22.840> years<00:01:23.119> ago<00:01:24.000> I<00:01:24.119> made
here about 3 and a half years ago I made
here about 3 and a half years ago I made
a<00:01:25.040> discovery<00:01:26.040> and<00:01:26.200> this<00:01:26.520> discovery
a discovery and this discovery
a discovery and this discovery
profoundly<00:01:27.520> changed<00:01:28.520> my<00:01:28.840> view<00:01:29.720> of<00:01:29.920> on<00:01:30.040> how<00:01:30.200> I
profoundly changed my view of on how I
profoundly changed my view of on how I
thought<00:01:30.560> the<00:01:30.680> world<00:01:30.920> worked<00:01:31.240> and<00:01:31.320> it<00:01:31.479> even
thought the world worked and it even
thought the world worked and it even
profoundly<00:01:32.280> changed<00:01:32.640> the<00:01:32.759> way<00:01:32.920> in<00:01:33.079> which<00:01:33.600> I
profoundly changed the way in which I
profoundly changed the way in which I
operate<00:01:34.119> in
it<00:01:37.360> as<00:01:37.479> it<00:01:37.600> turns<00:01:38.119> out<00:01:39.119> there's<00:01:39.280> a<00:01:39.439> pattern<00:01:39.799> as
it as it turns out there's a pattern as
it as it turns out there's a pattern as
it<00:01:40.000> turns<00:01:40.320> out<00:01:40.759> all<00:01:40.920> the<00:01:41.200> great<00:01:41.759> and<00:01:41.960> inspiring
it turns out all the great and inspiring
it turns out all the great and inspiring
leaders<00:01:43.040> and<00:01:43.240> organizations<00:01:43.880> in<00:01:44.000> the<00:01:44.119> world
leaders and organizations in the world
leaders and organizations in the world
whether<00:01:44.640> it's<00:01:44.799> apple<00:01:45.040> or<00:01:45.159> Martin<00:01:45.399> Luther<00:01:45.640> King
whether it's apple or Martin Luther King
whether it's apple or Martin Luther King
or<00:01:45.960> the<00:01:46.040> R<00:01:46.280> Brothers<00:01:46.960> they<00:01:47.079> all<00:01:47.360> think<00:01:48.000> act<00:01:48.439> and
or the R Brothers they all think act and
or the R Brothers they all think act and
communicate<00:01:49.560> the<00:01:49.799> exact<00:01:50.320> same<00:01:50.680> way<00:01:51.560> and<00:01:51.680> it's
communicate the exact same way and it's
communicate the exact same way and it's
the<00:01:52.040> complete<00:01:52.520> opposite<00:01:53.439> to<00:01:53.640> everyone<00:01:54.479> else
the complete opposite to everyone else
the complete opposite to everyone else
all<00:01:55.719> I<00:01:55.880> did<00:01:56.079> was<00:01:56.280> codify<00:01:56.799> it<00:01:57.799> and<00:01:57.920> it's
all I did was codify it and it's
all I did was codify it and it's
probably<00:01:58.520> the<00:01:58.680> world's<00:01:59.439> simplest
probably the world's simplest
probably the world's simplest
idea<00:02:01.399> I<00:02:01.560> call<00:02:01.759> it<00:02:01.960> the<00:02:02.079> gold
Circle<00:02:11.760> why<00:02:12.400> how<00:02:13.040> what<00:02:14.040> this<00:02:14.239> little<00:02:14.640> idea
Circle why how what this little idea
Circle why how what this little idea
explains<00:02:16.440> why<00:02:16.680> some<00:02:16.920> organizations<00:02:17.519> and<00:02:17.680> some
explains why some organizations and some
explains why some organizations and some
leaders<00:02:18.319> are<00:02:18.519> able<00:02:18.760> to<00:02:19.000> inspire<00:02:19.920> where<00:02:20.120> others
leaders are able to inspire where others
leaders are able to inspire where others
aren't<00:02:20.640> let<00:02:20.760> me<00:02:20.959> Define<00:02:21.519> the<00:02:21.640> terms<00:02:22.040> really
aren't let me Define the terms really
aren't let me Define the terms really
quickly<00:02:23.120> every<00:02:23.360> single<00:02:23.760> person<00:02:24.080> every<00:02:24.239> single
quickly every single person every single
quickly every single person every single
organization<00:02:24.920> on<00:02:25.040> the<00:02:25.239> planet<00:02:25.840> knows<00:02:26.360> what
organization on the planet knows what
organization on the planet knows what
they<00:02:26.800> do
they do
they do
100%<00:02:29.200> some<00:02:29.920> know<00:02:30.200> how<00:02:30.400> they<00:02:30.599> do<00:02:30.760> it<00:02:31.200> whether
100% some know how they do it whether
100% some know how they do it whether
you<00:02:31.480> call<00:02:31.640> it<00:02:31.760> your<00:02:31.920> differentiating<00:02:32.519> value
you call it your differentiating value
you call it your differentiating value
proposition<00:02:33.360> or<00:02:33.519> your<00:02:33.680> proprietary<00:02:34.360> process
proposition or your proprietary process
proposition or your proprietary process
or<00:02:34.760> your<00:02:35.160> USP<00:02:36.160> but<00:02:36.400> very<00:02:36.640> very<00:02:36.920> few<00:02:37.239> people<00:02:37.519> or
or your USP but very very few people or
or your USP but very very few people or
organizations<00:02:39.120> know<00:02:39.440> why<00:02:39.599> they<00:02:39.760> do<00:02:39.920> what<00:02:40.080> they
organizations know why they do what they
organizations know why they do what they
do<00:02:41.040> and<00:02:41.200> by<00:02:41.400> why<00:02:41.560> I<00:02:41.640> don't<00:02:41.760> mean<00:02:41.920> to<00:02:42.040> make<00:02:42.200> a
do and by why I don't mean to make a
do and by why I don't mean to make a
profit<00:02:43.200> that's<00:02:43.360> a<00:02:43.599> result<00:02:44.159> it's<00:02:44.400> always<00:02:44.599> a
profit that's a result it's always a
profit that's a result it's always a
result<00:02:45.360> by<00:02:45.599> why<00:02:45.879> I<00:02:45.959> mean<00:02:46.120> what's<00:02:46.280> your<00:02:46.519> purpose
result by why I mean what's your purpose
result by why I mean what's your purpose
what's<00:02:47.280> your<00:02:47.519> cause<00:02:48.080> what's<00:02:48.280> your<00:02:48.760> belief<00:02:49.760> why
what's your cause what's your belief why
what's your cause what's your belief why
does<00:02:50.120> your<00:02:50.720> organization
does your organization
does your organization
exist<00:02:53.680> why<00:02:53.879> do<00:02:53.920> you<00:02:54.040> get<00:02:54.120> out<00:02:54.239> of<00:02:54.360> bed<00:02:54.519> in<00:02:54.599> the
exist why do you get out of bed in the
exist why do you get out of bed in the
morning<00:02:55.760> and<00:02:55.959> why<00:02:56.080> should<00:02:56.319> anyone<00:02:57.159> care<00:02:58.159> well
morning and why should anyone care well
morning and why should anyone care well
as<00:02:58.440> a<00:02:58.599> result<00:02:58.920> the<00:02:59.000> way<00:02:59.120> we<00:02:59.280> think<00:02:59.480> the<00:02:59.560> way<00:02:59.680> we
as a result the way we think the way we
as a result the way we think the way we
act<00:03:00.120> the<00:03:00.200> way<00:03:00.319> we<00:03:00.480> communicate<00:03:01.120> is<00:03:01.239> from<00:03:01.400> the
act the way we communicate is from the
act the way we communicate is from the
outside<00:03:01.959> in<00:03:02.200> it's<00:03:02.400> obvious<00:03:02.760> we<00:03:02.920> go<00:03:03.040> from<00:03:03.200> the
outside in it's obvious we go from the
outside in it's obvious we go from the
clearest<00:03:03.760> thing<00:03:04.120> to<00:03:04.280> the<00:03:04.440> fuzziest<00:03:04.959> thing<00:03:05.840> but
clearest thing to the fuzziest thing but
clearest thing to the fuzziest thing but
the<00:03:06.159> inspired<00:03:06.680> leaders<00:03:07.000> and<00:03:07.159> the<00:03:07.280> inspired
the inspired leaders and the inspired
the inspired leaders and the inspired
inspired<00:03:08.879> organizations<00:03:09.879> regardless<00:03:10.400> of
inspired organizations regardless of
inspired organizations regardless of
their<00:03:10.760> size<00:03:11.200> regardless<00:03:11.680> of<00:03:11.799> their<00:03:12.040> industry
their size regardless of their industry
their size regardless of their industry
all<00:03:13.360> think<00:03:13.720> act<00:03:13.920> and<00:03:14.080> communicate<00:03:15.040> from<00:03:15.239> the
all think act and communicate from the
all think act and communicate from the
inside
inside
inside
out<00:03:17.799> let<00:03:17.920> me<00:03:18.040> give<00:03:18.159> you<00:03:18.280> an<00:03:18.440> example<00:03:19.159> I<00:03:19.280> use
out let me give you an example I use
out let me give you an example I use
apple<00:03:19.920> because<00:03:20.080> they're<00:03:20.239> easy<00:03:20.440> to<00:03:20.840> understand
apple because they're easy to understand
apple because they're easy to understand
and<00:03:21.120> everybody<00:03:21.519> gets<00:03:21.799> it<00:03:22.799> if<00:03:23.080> Apple<00:03:23.560> were<00:03:23.920> like
and everybody gets it if Apple were like
and everybody gets it if Apple were like
everyone<00:03:24.799> else<00:03:25.799> a<00:03:25.959> marketing<00:03:26.360> message<00:03:26.680> from
everyone else a marketing message from
everyone else a marketing message from
them<00:03:27.080> might<00:03:27.239> sound<00:03:27.560> like<00:03:27.959> this<00:03:28.959> we<00:03:29.120> make<00:03:29.400> great
them might sound like this we make great
them might sound like this we make great
computers<00:03:31.480> they're<00:03:31.680> beautifully<00:03:32.159> designed
computers they're beautifully designed
computers they're beautifully designed
simple<00:03:33.159> to<00:03:33.360> use<00:03:33.680> and<00:03:33.799> user<00:03:34.400> friendly<00:03:35.400> want<00:03:35.519> to
simple to use and user friendly want to
simple to use and user friendly want to
buy
buy
buy
one<00:03:37.799> me<00:03:38.799> and<00:03:39.000> that's<00:03:39.239> how<00:03:39.519> most<00:03:39.720> of<00:03:39.879> us
one me and that's how most of us
one me and that's how most of us
communicate<00:03:40.519> that's<00:03:40.680> how<00:03:40.799> most<00:03:41.000> marketing<00:03:41.360> is
communicate that's how most marketing is
communicate that's how most marketing is
done<00:03:41.680> that's<00:03:41.799> how<00:03:41.920> most<00:03:42.040> sales<00:03:42.280> is<00:03:42.400> done<00:03:42.680> and
done that's how most sales is done and
done that's how most sales is done and
that's<00:03:42.920> how<00:03:43.040> most<00:03:43.200> of<00:03:43.280> us<00:03:43.400> communicate
that's how most of us communicate
that's how most of us communicate
interpersonally<00:03:44.640> we<00:03:44.760> say<00:03:45.200> what<00:03:45.319> we<00:03:45.439> do<00:03:45.879> we<00:03:46.000> say
interpersonally we say what we do we say
interpersonally we say what we do we say
how<00:03:46.360> we're<00:03:46.560> different<00:03:46.760> or<00:03:46.920> how<00:03:47.000> we<00:03:47.159> better<00:03:47.360> and
how we're different or how we better and
how we're different or how we better and
we<00:03:47.599> expect<00:03:47.879> some<00:03:48.040> sort<00:03:48.200> of<00:03:48.480> behavior<00:03:48.959> a
we expect some sort of behavior a
we expect some sort of behavior a
purchase<00:03:49.400> a<00:03:49.560> vote<00:03:49.920> something<00:03:50.239> like<00:03:50.480> that
purchase a vote something like that
purchase a vote something like that
here's<00:03:51.200> our<00:03:51.400> new<00:03:51.640> law<00:03:51.879> firm<00:03:52.760> uh<00:03:52.920> we<00:03:53.040> have<00:03:53.159> the
here's our new law firm uh we have the
here's our new law firm uh we have the
best<00:03:53.400> lawyers<00:03:53.760> with<00:03:53.920> the<00:03:54.000> biggest<00:03:54.280> clients<00:03:54.599> we
best lawyers with the biggest clients we
best lawyers with the biggest clients we
have<00:03:55.000> you<00:03:55.120> know<00:03:55.239> we<00:03:55.360> always<00:03:55.640> perform<00:03:56.000> for<00:03:56.159> our
have you know we always perform for our
have you know we always perform for our
clients<00:03:56.599> do<00:03:56.720> business<00:03:56.959> with<00:03:57.079> us<00:03:57.200> here's<00:03:57.400> our
clients do business with us here's our
clients do business with us here's our
new<00:03:57.799> car<00:03:58.439> it<00:03:58.560> gets<00:03:58.760> great<00:03:59.079> gas<00:03:59.319> mileage<00:03:59.920> it<00:04:00.159> has
new car it gets great gas mileage it has
new car it gets great gas mileage it has
you<00:04:00.640> know<00:04:00.879> Lea<00:04:01.239> seats<00:04:01.959> by<00:04:02.159> our<00:04:02.400> car<00:04:03.079> but<00:04:03.200> it's
you know Lea seats by our car but it's
you know Lea seats by our car but it's
uninspiring<00:04:04.519> here's<00:04:04.760> how<00:04:05.000> Apple<00:04:05.720> actually
uninspiring here's how Apple actually
uninspiring here's how Apple actually
communicates<00:04:08.560> everything<00:04:09.120> we<00:04:09.439> do<00:04:10.439> we<00:04:10.720> believe
communicates everything we do we believe
communicates everything we do we believe
in<00:04:11.879> challenging<00:04:12.360> the<00:04:12.480> status<00:04:12.840> quo<00:04:13.599> we<00:04:13.840> believe
in challenging the status quo we believe
in challenging the status quo we believe
in<00:04:15.000> thinking
in thinking
in thinking
differently<00:04:16.959> the<00:04:17.079> way<00:04:17.239> we<00:04:17.400> challenge<00:04:17.759> the
differently the way we challenge the
differently the way we challenge the
status<00:04:18.239> quo<00:04:18.799> is<00:04:18.919> by<00:04:19.079> making<00:04:19.359> our<00:04:19.560> products
status quo is by making our products
status quo is by making our products
beautifully<00:04:20.320> designed<00:04:21.120> simple<00:04:21.400> to<00:04:21.600> use<00:04:22.120> and
beautifully designed simple to use and
beautifully designed simple to use and
user<00:04:22.759> friendly<00:04:23.759> we<00:04:23.880> just<00:04:24.000> happen<00:04:24.240> to<00:04:24.360> make
user friendly we just happen to make
user friendly we just happen to make
great<00:04:24.880> computers<00:04:25.880> want<00:04:26.000> to<00:04:26.199> buy
great computers want to buy
great computers want to buy
one<00:04:28.160> totally<00:04:28.520> different<00:04:28.880> right<00:04:29.160> you're<00:04:29.320> ready
one totally different right you're ready
one totally different right you're ready
to<00:04:29.560> buy<00:04:29.720> buy<00:04:29.840> a<00:04:29.880> computer<00:04:30.240> from<00:04:30.400> me<00:04:30.880> all<00:04:31.039> I<00:04:31.160> did
to buy buy a computer from me all I did
to buy buy a computer from me all I did
was<00:04:31.520> reverse<00:04:31.960> the<00:04:32.080> order<00:04:32.360> of<00:04:32.479> the<00:04:32.639> information
was reverse the order of the information
was reverse the order of the information
what<00:04:33.400> it<00:04:33.560> proves<00:04:33.880> to<00:04:34.039> us<00:04:34.360> is<00:04:34.479> that<00:04:34.680> people
what it proves to us is that people
what it proves to us is that people
don't<00:04:35.160> buy<00:04:35.440> what<00:04:35.560> you<00:04:35.720> do<00:04:36.160> people<00:04:36.479> buy<00:04:36.800> why<00:04:36.919> you
don't buy what you do people buy why you
don't buy what you do people buy why you
do<00:04:37.240> it<00:04:37.440> people<00:04:37.759> don't<00:04:38.000> buy<00:04:38.280> what<00:04:38.400> you<00:04:38.479> do<00:04:38.720> they
do it people don't buy what you do they
do it people don't buy what you do they
buy<00:04:39.160> why<00:04:39.280> you<00:04:39.400> do<00:04:39.560> it<00:04:40.080> this<00:04:40.520> explains<00:04:41.520> why
buy why you do it this explains why
buy why you do it this explains why
every<00:04:42.039> single<00:04:42.400> person<00:04:42.680> in<00:04:42.840> this<00:04:43.160> room<00:04:44.160> is
every single person in this room is
every single person in this room is
perfectly<00:04:44.919> comfortable<00:04:45.360> buying<00:04:45.680> a<00:04:45.800> computer
perfectly comfortable buying a computer
perfectly comfortable buying a computer
from<00:04:46.360> Apple<00:04:47.280> but<00:04:47.400> we're<00:04:47.639> also<00:04:47.960> perfectly
from Apple but we're also perfectly
from Apple but we're also perfectly
comfortable<00:04:48.800> buying<00:04:49.440> an<00:04:49.600> MP3<00:04:50.080> player<00:04:50.360> from
comfortable buying an MP3 player from
comfortable buying an MP3 player from
Apple<00:04:51.080> or<00:04:51.240> a<00:04:51.360> phone<00:04:51.680> from<00:04:51.880> Apple<00:04:52.440> or<00:04:52.600> a<00:04:52.720> DVR
Apple or a phone from Apple or a DVR
Apple or a phone from Apple or a DVR
from<00:04:53.560> Apple<00:04:54.440> but<00:04:54.600> as<00:04:54.680> I<00:04:54.800> said<00:04:55.039> before<00:04:55.360> Apple's
from Apple but as I said before Apple's
from Apple but as I said before Apple's
just<00:04:55.759> a<00:04:55.880> computer<00:04:56.240> company<00:04:56.800> there's<00:04:57.000> nothing
just a computer company there's nothing
just a computer company there's nothing
that<00:04:57.360> distinguishes<00:04:57.919> them<00:04:58.280> structurally
that distinguishes them structurally
that distinguishes them structurally
from<00:04:58.919> any<00:04:59.039> of<00:04:59.120> their<00:04:59.240> competitors<00:05:00.080> their
from any of their competitors their
from any of their competitors their
competitors<00:05:00.759> are<00:05:00.960> all<00:05:01.400> equally<00:05:01.840> qualified<00:05:02.320> to
competitors are all equally qualified to
competitors are all equally qualified to
make<00:05:02.639> all<00:05:02.759> of<00:05:02.880> these<00:05:03.080> products<00:05:03.759> in<00:05:03.880> fact<00:05:04.080> they
make all of these products in fact they
make all of these products in fact they
tried<00:05:04.960> a<00:05:05.080> few<00:05:05.320> years<00:05:05.560> ago<00:05:05.919> Gateway<00:05:06.320> came<00:05:06.479> out
tried a few years ago Gateway came out
tried a few years ago Gateway came out
with<00:05:06.720> flat<00:05:06.960> screen<00:05:07.240> TVs<00:05:08.240> they're<00:05:08.479> eminently
with flat screen TVs they're eminently
with flat screen TVs they're eminently
qualified<00:05:09.360> to<00:05:09.440> make<00:05:09.600> flat<00:05:09.800> screen<00:05:10.039> TVs
qualified to make flat screen TVs
qualified to make flat screen TVs
they've<00:05:10.520> been<00:05:10.639> making<00:05:11.000> flat<00:05:11.240> screen<00:05:11.479> monitors
they've been making flat screen monitors
they've been making flat screen monitors
for<00:05:12.479> years<00:05:13.479> nobody<00:05:13.800> bought
one<00:05:18.240> and
one and
one and
Dell<00:05:20.000> Dell<00:05:20.360> came<00:05:20.520> out<00:05:20.680> with<00:05:20.840> MP3<00:05:21.360> players<00:05:21.639> and
Dell Dell came out with MP3 players and
Dell Dell came out with MP3 players and
pdas<00:05:23.800> and<00:05:24.080> they<00:05:24.280> make<00:05:24.520> great<00:05:24.759> quality
pdas and they make great quality
pdas and they make great quality
products<00:05:25.680> and<00:05:25.800> they<00:05:25.919> can<00:05:26.080> make<00:05:26.240> perfectly
products and they can make perfectly
products and they can make perfectly
well-designed<00:05:27.360> products<00:05:28.360> and<00:05:28.520> nobody<00:05:28.800> bought
well-designed products and nobody bought
well-designed products and nobody bought
one<00:05:30.039> in<00:05:30.199> fact<00:05:30.400> talking<00:05:30.639> about<00:05:30.759> it<00:05:30.919> now<00:05:31.080> we
one in fact talking about it now we
one in fact talking about it now we
can't<00:05:31.400> even<00:05:31.600> imagine<00:05:32.000> buying<00:05:32.520> an<00:05:32.639> MP3<00:05:33.080> player
can't even imagine buying an MP3 player
can't even imagine buying an MP3 player
from<00:05:33.440> Dell<00:05:33.720> why<00:05:33.800> would<00:05:33.919> you<00:05:34.000> buy<00:05:34.120> an<00:05:34.199> MP3
from Dell why would you buy an MP3
from Dell why would you buy an MP3
player<00:05:34.800> from<00:05:34.919> a<00:05:35.000> computer<00:05:35.360> company<00:05:36.160> but<00:05:36.280> we<00:05:36.400> do
player from a computer company but we do
player from a computer company but we do
it<00:05:36.680> every<00:05:36.919> day<00:05:37.880> people<00:05:38.120> don't<00:05:38.400> buy<00:05:38.639> what<00:05:38.759> you
it every day people don't buy what you
it every day people don't buy what you
do<00:05:39.080> they<00:05:39.240> buy<00:05:39.520> why<00:05:39.639> you<00:05:39.800> do<00:05:39.960> it<00:05:40.600> the<00:05:40.800> goal<00:05:41.240> is
do they buy why you do it the goal is
do they buy why you do it the goal is
not<00:05:41.680> to<00:05:41.840> do<00:05:42.240> business<00:05:42.800> with<00:05:42.960> anybody<00:05:43.400> with
not to do business with anybody with
not to do business with anybody with
everybody<00:05:43.960> who<00:05:44.120> needs<00:05:44.639> what<00:05:44.840> you<00:05:45.199> have<00:05:46.120> the
everybody who needs what you have the
everybody who needs what you have the
goal<00:05:46.520> is<00:05:46.639> to<00:05:46.759> do<00:05:46.960> business<00:05:47.520> with<00:05:47.720> people<00:05:48.199> who
goal is to do business with people who
goal is to do business with people who
believe<00:05:49.120> what<00:05:49.280> you
believe what you
believe what you
believe<00:05:51.160> here's<00:05:51.400> the<00:05:51.560> best<00:05:51.840> part<00:05:52.840> none<00:05:53.000> of
believe here's the best part none of
believe here's the best part none of
what<00:05:53.240> I'm<00:05:53.400> telling<00:05:53.720> you<00:05:53.880> is<00:05:54.039> my<00:05:54.520> opinion<00:05:55.520> it's
what I'm telling you is my opinion it's
what I'm telling you is my opinion it's
all<00:05:55.840> grounded<00:05:56.160> in<00:05:56.280> the<00:05:56.400> tenants<00:05:56.840> of<00:05:57.120> biology
all grounded in the tenants of biology
all grounded in the tenants of biology
not<00:05:58.319> psychology<00:05:59.319> biology<00:05:59.720> ology<00:06:00.639> if<00:06:00.720> you<00:06:00.840> look
not psychology biology ology if you look
not psychology biology ology if you look
at<00:06:01.039> a<00:06:01.160> cross-section<00:06:01.639> of<00:06:01.720> the<00:06:01.840> human<00:06:02.080> brain
at a cross-section of the human brain
at a cross-section of the human brain
looking<00:06:02.600> from<00:06:02.759> the<00:06:02.919> top<00:06:03.199> down<00:06:03.720> what<00:06:03.800> you<00:06:03.919> see
looking from the top down what you see
looking from the top down what you see
is<00:06:04.199> the<00:06:04.319> human<00:06:04.560> brain<00:06:04.840> is<00:06:05.000> actually<00:06:05.240> broken
is the human brain is actually broken
is the human brain is actually broken
into<00:06:05.800> three<00:06:06.080> major<00:06:06.479> components<00:06:07.400> that
into three major components that
into three major components that
correlate<00:06:08.400> perfectly<00:06:09.120> with<00:06:09.240> the<00:06:09.360> Golden
correlate perfectly with the Golden
correlate perfectly with the Golden
Circle<00:06:10.639> our<00:06:10.840> newest<00:06:11.199> brain<00:06:11.479> our<00:06:11.680> Homo<00:06:12.039> Sapien
Circle our newest brain our Homo Sapien
Circle our newest brain our Homo Sapien
brain<00:06:13.000> our
brain our
brain our
neocortex<00:06:15.080> corresponds<00:06:15.639> with<00:06:15.800> the<00:06:15.919> what
neocortex corresponds with the what
neocortex corresponds with the what
level<00:06:16.880> the<00:06:17.000> neocortex<00:06:17.840> is<00:06:18.039> responsible<00:06:18.560> for
level the neocortex is responsible for
level the neocortex is responsible for
all<00:06:18.840> of<00:06:18.960> our<00:06:19.280> rational<00:06:19.960> and<00:06:20.199> analytical
all of our rational and analytical
all of our rational and analytical
thought<00:06:21.440> and<00:06:22.000> language<00:06:23.000> the<00:06:23.120> middle<00:06:23.400> two
thought and language the middle two
thought and language the middle two
sections<00:06:24.520> make<00:06:24.680> up<00:06:24.840> our<00:06:25.039> lyic<00:06:25.440> brains<00:06:26.280> and<00:06:26.400> our
sections make up our lyic brains and our
sections make up our lyic brains and our
lyic<00:06:26.880> brains<00:06:27.120> are<00:06:27.280> responsible<00:06:27.720> for<00:06:27.880> all<00:06:28.039> of
lyic brains are responsible for all of
lyic brains are responsible for all of
our<00:06:28.440> feelings<00:06:29.360> like<00:06:29.759> trust<00:06:30.720> and<00:06:31.120> loyalty<00:06:32.120> it's
our feelings like trust and loyalty it's
our feelings like trust and loyalty it's
also<00:06:32.639> responsible<00:06:33.160> for<00:06:33.360> all<00:06:33.599> human<00:06:33.919> behavior
also responsible for all human behavior
also responsible for all human behavior
all<00:06:35.160> decision-making<00:06:36.160> and<00:06:36.280> it<00:06:36.599> has<00:06:36.919> no
all decision-making and it has no
all decision-making and it has no
capacity<00:06:37.759> for<00:06:38.199> language<00:06:39.199> in<00:06:39.360> other<00:06:39.520> words
capacity for language in other words
capacity for language in other words
when<00:06:40.199> we<00:06:40.360> communicate<00:06:40.880> from<00:06:41.039> the<00:06:41.160> outside<00:06:41.639> in
when we communicate from the outside in
when we communicate from the outside in
yes<00:06:42.440> people<00:06:42.680> can<00:06:43.160> understand<00:06:43.520> vast<00:06:43.840> amounts
yes people can understand vast amounts
yes people can understand vast amounts
of<00:06:44.280> complicated<00:06:44.840> information<00:06:45.360> like<00:06:45.759> features
of complicated information like features
of complicated information like features
and<00:06:46.319> benefits<00:06:46.720> and<00:06:46.919> facts<00:06:47.160> and<00:06:47.319> figures<00:06:48.000> it
and benefits and facts and figures it
and benefits and facts and figures it
just<00:06:48.240> doesn't<00:06:48.479> drive<00:06:49.000> behavior<00:06:50.000> when<00:06:50.120> we
just doesn't drive behavior when we
just doesn't drive behavior when we
communicate<00:06:50.680> from<00:06:50.840> the<00:06:50.960> inside<00:06:51.280> out<00:06:51.759> we're
communicate from the inside out we're
communicate from the inside out we're
talking<00:06:52.440> directly<00:06:52.960> to<00:06:53.080> the<00:06:53.199> part<00:06:53.360> of<00:06:53.479> the
talking directly to the part of the
talking directly to the part of the
brain<00:06:54.520> that<00:06:54.680> controls<00:06:55.199> behavior<00:06:55.919> and<00:06:56.039> then<00:06:56.160> we
brain that controls behavior and then we
brain that controls behavior and then we
allow<00:06:56.599> people<00:06:56.800> to<00:06:57.160> rationalize<00:06:57.800> it<00:06:58.120> with<00:06:58.240> the
allow people to rationalize it with the
allow people to rationalize it with the
tangible<00:06:58.840> things<00:06:59.039> we<00:06:59.199> say<00:06:59.360> and<00:06:59.720> do<00:07:00.240> this<00:07:00.319> is
tangible things we say and do this is
tangible things we say and do this is
where<00:07:00.800> gut<00:07:01.120> decisions<00:07:01.680> come<00:07:01.960> from<00:07:02.840> you<00:07:03.000> know
where gut decisions come from you know
where gut decisions come from you know
sometimes<00:07:03.879> you<00:07:04.000> can<00:07:04.240> give<00:07:04.560> somebody<00:07:04.919> all<00:07:05.080> the
sometimes you can give somebody all the
sometimes you can give somebody all the
facts<00:07:05.560> and<00:07:05.680> your<00:07:05.800> figures<00:07:06.120> and<00:07:06.360> say<00:07:06.599> I<00:07:06.759> know
facts and your figures and say I know
facts and your figures and say I know
what<00:07:07.160> all<00:07:07.280> the<00:07:07.400> facts<00:07:07.680> and<00:07:07.800> detail<00:07:08.120> say<00:07:08.360> but<00:07:08.840> it
what all the facts and detail say but it
what all the facts and detail say but it
just<00:07:09.240> doesn't<00:07:09.599> feel<00:07:10.039> right<00:07:10.680> why<00:07:10.800> would<00:07:10.960> we<00:07:11.080> use
just doesn't feel right why would we use
just doesn't feel right why would we use
that<00:07:11.520> verb<00:07:11.840> it<00:07:11.960> doesn't<00:07:12.240> feel<00:07:12.599> right<00:07:13.080> because
that verb it doesn't feel right because
that verb it doesn't feel right because
the<00:07:13.400> part<00:07:13.560> of<00:07:13.639> the<00:07:13.759> brain<00:07:14.000> that<00:07:14.120> controls
the part of the brain that controls
the part of the brain that controls
decision-<00:07:14.879> making<00:07:15.560> doesn't<00:07:15.879> control
decision- making doesn't control
decision- making doesn't control
language<00:07:16.960> and<00:07:17.120> the<00:07:17.280> best<00:07:17.479> we<00:07:17.599> can<00:07:17.720> muster<00:07:18.039> up
language and the best we can muster up
language and the best we can muster up
is<00:07:18.759> I<00:07:18.840> don't<00:07:19.000> know<00:07:19.160> it<00:07:19.280> just<00:07:19.440> doesn't<00:07:19.759> feel
is I don't know it just doesn't feel
is I don't know it just doesn't feel
right<00:07:20.759> or<00:07:21.039> sometimes<00:07:21.240> you<00:07:21.319> say<00:07:21.479> you're
right or sometimes you say you're
right or sometimes you say you're
leading<00:07:21.879> with<00:07:22.000> your<00:07:22.160> heart<00:07:22.360> or<00:07:22.479> you're
leading with your heart or you're
leading with your heart or you're
leading<00:07:22.879> with<00:07:23.000> your<00:07:23.120> soul<00:07:23.759> well<00:07:23.879> I<00:07:23.960> hate<00:07:24.080> to
leading with your soul well I hate to
leading with your soul well I hate to
break<00:07:24.319> it<00:07:24.440> to<00:07:24.560> you<00:07:24.800> those<00:07:24.960> aren't<00:07:25.599> other<00:07:25.840> body
break it to you those aren't other body
break it to you those aren't other body
parts<00:07:26.360> controlling<00:07:26.759> your<00:07:26.919> behavior<00:07:27.520> it's<00:07:27.680> all
parts controlling your behavior it's all
parts controlling your behavior it's all
Happening<00:07:28.319> Here<00:07:28.479> in<00:07:28.560> your<00:07:28.720> lyic<00:07:29.120> brain<00:07:29.759> the
Happening Here in your lyic brain the
Happening Here in your lyic brain the
part<00:07:30.000> of<00:07:30.080> the<00:07:30.160> brain<00:07:30.400> that<00:07:30.520> controls
part of the brain that controls
part of the brain that controls
decision-<00:07:31.360> making<00:07:31.919> and<00:07:32.080> not<00:07:32.680> language<00:07:33.680> but<00:07:33.840> if
decision- making and not language but if
decision- making and not language but if
you<00:07:34.240> don't<00:07:34.520> know<00:07:34.800> why<00:07:34.960> you<00:07:35.080> do<00:07:35.280> what<00:07:35.440> you<00:07:35.599> do
you don't know why you do what you do
you don't know why you do what you do
and<00:07:36.639> people<00:07:37.639> respond<00:07:38.039> to<00:07:38.240> why<00:07:38.360> you<00:07:38.479> do<00:07:38.639> what
and people respond to why you do what
and people respond to why you do what
you<00:07:38.879> do<00:07:39.240> then<00:07:39.400> how<00:07:39.520> will<00:07:39.680> anybody<00:07:40.560> how<00:07:40.680> will
you do then how will anybody how will
you do then how will anybody how will
you<00:07:40.879> ever<00:07:41.080> get<00:07:41.240> people<00:07:41.440> to<00:07:41.840> to<00:07:42.120> to<00:07:42.400> to<00:07:42.639> vote<00:07:42.840> for
you ever get people to to to to vote for
you ever get people to to to to vote for
you<00:07:43.120> or<00:07:43.240> buy<00:07:43.400> something<00:07:43.639> from<00:07:43.879> you<00:07:44.039> or<00:07:44.199> more
you or buy something from you or more
you or buy something from you or more
importantly<00:07:45.120> be<00:07:45.560> loyal<00:07:46.560> and<00:07:46.680> want<00:07:46.800> to<00:07:46.919> be<00:07:47.039> a
importantly be loyal and want to be a
importantly be loyal and want to be a
part<00:07:47.319> of<00:07:47.479> what<00:07:47.599> it<00:07:47.720> is<00:07:47.960> what<00:07:48.240> that<00:07:48.360> you<00:07:48.599> do
part of what it is what that you do
part of what it is what that you do
again<00:07:50.080> the<00:07:50.240> goal<00:07:50.440> is<00:07:50.560> not<00:07:50.720> just<00:07:50.840> is<00:07:50.960> to<00:07:51.120> sell
again the goal is not just is to sell
again the goal is not just is to sell
people<00:07:51.720> who<00:07:51.879> need<00:07:52.159> what<00:07:52.280> you<00:07:52.479> have<00:07:52.720> the<00:07:52.840> goal
people who need what you have the goal
people who need what you have the goal
is<00:07:53.120> to<00:07:53.240> sell<00:07:53.479> to<00:07:53.599> people<00:07:53.800> who<00:07:53.960> believe<00:07:54.240> what
is to sell to people who believe what
is to sell to people who believe what
you<00:07:54.639> believe<00:07:55.639> the<00:07:55.759> goal<00:07:55.919> is<00:07:56.080> not<00:07:56.240> just<00:07:56.360> to<00:07:56.680> hire
you believe the goal is not just to hire
you believe the goal is not just to hire
people<00:07:58.080> who<00:07:58.240> need<00:07:58.440> a<00:07:58.680> job<00:07:59.280> it's<00:07:59.479> it's<00:07:59.599> to<00:07:59.720> hire
people who need a job it's it's to hire
people who need a job it's it's to hire
people<00:08:00.479> who<00:08:00.680> believe<00:08:01.039> what<00:08:01.159> you<00:08:01.440> believe<00:08:02.440> I
people who believe what you believe I
people who believe what you believe I
always<00:08:02.800> say<00:08:03.120> that<00:08:03.720> you<00:08:03.840> know<00:08:04.039> there's<00:08:04.720> uh<00:08:05.039> if
always say that you know there's uh if
always say that you know there's uh if
you<00:08:05.400> if<00:08:05.560> you<00:08:05.840> if<00:08:06.000> you<00:08:06.720> um<00:08:07.720> hire<00:08:08.000> people<00:08:08.280> just
you if you if you um hire people just
you if you if you um hire people just
because<00:08:08.639> they<00:08:08.720> can<00:08:08.840> do<00:08:08.960> a<00:08:09.080> job<00:08:09.280> they'll<00:08:09.440> work
because they can do a job they'll work
because they can do a job they'll work
for<00:08:09.720> your<00:08:09.879> money<00:08:10.159> but<00:08:10.280> if<00:08:10.360> you<00:08:10.479> hire<00:08:10.720> people
for your money but if you hire people
for your money but if you hire people
who<00:08:11.120> believe<00:08:11.360> what<00:08:11.479> you<00:08:11.599> believe<00:08:11.840> they<00:08:12.000> work
who believe what you believe they work
who believe what you believe they work
for<00:08:12.240> you<00:08:12.360> with<00:08:12.759> blood<00:08:13.039> and<00:08:13.159> sweat<00:08:13.440> and<00:08:13.599> tears
for you with blood and sweat and tears
for you with blood and sweat and tears
and<00:08:14.639> nowhere<00:08:15.199> nowhere<00:08:15.520> else<00:08:15.720> is<00:08:15.840> there<00:08:15.919> a
and nowhere nowhere else is there a
and nowhere nowhere else is there a
better<00:08:16.240> example<00:08:16.560> of<00:08:16.680> this<00:08:16.800> than<00:08:16.919> with<00:08:17.039> the<00:08:17.159> R
better example of this than with the R
better example of this than with the R
Brothers<00:08:18.560> most<00:08:18.800> people<00:08:19.280> don't<00:08:19.560> know<00:08:19.840> about
Brothers most people don't know about
Brothers most people don't know about
Samuel<00:08:20.599> Pont<00:08:21.039> Langley<00:08:21.879> and<00:08:22.080> back<00:08:22.240> in<00:08:22.360> the
Samuel Pont Langley and back in the
Samuel Pont Langley and back in the
early<00:08:23.000> 20th<00:08:23.479> century<00:08:24.440> the<00:08:24.599> pursuit<00:08:25.000> of
early 20th century the pursuit of
early 20th century the pursuit of
powered<00:08:25.599> man<00:08:25.800> flight<00:08:26.039> was<00:08:26.199> like<00:08:26.319> the<00:08:26.479> dot<00:08:26.759> come
powered man flight was like the dot come
powered man flight was like the dot come
of<00:08:27.000> the<00:08:27.120> day<00:08:27.360> everybody<00:08:27.759> was<00:08:27.919> trying<00:08:28.240> it<00:08:29.199> and
of the day everybody was trying it and
of the day everybody was trying it and
Samuel<00:08:29.759> Pont<00:08:30.159> Langley<00:08:30.720> had<00:08:30.960> what<00:08:31.120> we<00:08:31.360> assume
Samuel Pont Langley had what we assume
Samuel Pont Langley had what we assume
to<00:08:32.519> be<00:08:32.719> the<00:08:32.919> recipe<00:08:33.360> for<00:08:33.959> success<00:08:34.959> I<00:08:35.039> mean<00:08:35.479> even
to be the recipe for success I mean even
to be the recipe for success I mean even
now<00:08:36.519> you<00:08:36.680> ask<00:08:36.880> people<00:08:37.159> why<00:08:37.279> did<00:08:37.479> your<00:08:37.640> product
now you ask people why did your product
now you ask people why did your product
or<00:08:38.039> why<00:08:38.159> did<00:08:38.279> your<00:08:38.399> company<00:08:38.719> fail<00:08:39.120> and<00:08:39.279> people
or why did your company fail and people
or why did your company fail and people
always<00:08:39.680> give<00:08:39.800> you<00:08:39.919> the<00:08:40.000> per<00:08:40.320> same<00:08:40.519> permutation
always give you the per same permutation
always give you the per same permutation
of<00:08:41.200> the<00:08:41.320> same<00:08:41.560> three<00:08:41.880> things<00:08:42.880> under
of the same three things under
of the same three things under
capitalized<00:08:44.039> the<00:08:44.200> wrong<00:08:44.440> people<00:08:45.040> bad<00:08:45.240> market
capitalized the wrong people bad market
capitalized the wrong people bad market
conditions<00:08:46.080> it's<00:08:46.240> always<00:08:46.720> the<00:08:46.839> same<00:08:47.120> three
conditions it's always the same three
conditions it's always the same three
things<00:08:47.959> so<00:08:48.120> let's<00:08:48.360> explore<00:08:48.800> that<00:08:49.680> Samuel<00:08:50.120> pure
things so let's explore that Samuel pure
things so let's explore that Samuel pure
Pont<00:08:50.720> Langley<00:08:51.720> was<00:08:51.920> given<00:08:52.600> $50,000<00:08:53.600> by<00:08:53.680> the
Pont Langley was given $50,000 by the
Pont Langley was given $50,000 by the
war<00:08:54.040> department<00:08:54.399> to<00:08:54.519> figure<00:08:54.720> out<00:08:54.920> this<00:08:55.279> flying
war department to figure out this flying
war department to figure out this flying
machine<00:08:56.160> money<00:08:56.480> was<00:08:56.640> no<00:08:56.880> problem<00:08:57.800> he<00:08:58.000> held<00:08:58.240> a
machine money was no problem he held a
machine money was no problem he held a
seat<00:08:59.040> at<00:08:59.399> Harvard<00:08:59.680> and<00:08:59.760> worked<00:09:00.000> at<00:09:00.120> the
seat at Harvard and worked at the
seat at Harvard and worked at the
Smithsonian<00:09:01.279> and<00:09:01.399> was<00:09:01.640> extremely<00:09:02.279> well
Smithsonian and was extremely well
Smithsonian and was extremely well
connected<00:09:02.880> he<00:09:03.000> knew<00:09:03.160> all<00:09:03.320> the<00:09:03.440> big<00:09:03.640> mines<00:09:03.959> of
connected he knew all the big mines of
connected he knew all the big mines of
the<00:09:04.279> day<00:09:05.079> he<00:09:05.399> hired<00:09:06.200> the<00:09:06.480> best<00:09:06.880> mines<00:09:07.480> money
the day he hired the best mines money
the day he hired the best mines money
could<00:09:08.160> find<00:09:08.880> and<00:09:09.000> the<00:09:09.120> market<00:09:09.600> conditions
could find and the market conditions
could find and the market conditions
were<00:09:10.200> fantastic<00:09:11.200> the<00:09:11.320> New<00:09:11.480> York<00:09:11.720> Times
were fantastic the New York Times
were fantastic the New York Times
followed<00:09:12.440> him<00:09:12.600> around<00:09:13.079> everywhere<00:09:13.720> and
followed him around everywhere and
followed him around everywhere and
everyone<00:09:14.279> was<00:09:14.440> rooting<00:09:14.760> for<00:09:15.120> Langley<00:09:16.120> and<00:09:16.279> how
everyone was rooting for Langley and how
everyone was rooting for Langley and how
come<00:09:16.600> we've<00:09:16.800> never<00:09:17.040> heard<00:09:17.560> of<00:09:17.720> Samuel<00:09:18.040> Pier
come we've never heard of Samuel Pier
come we've never heard of Samuel Pier
Pont<00:09:18.680> Langley<00:09:19.680> a<00:09:19.760> few<00:09:19.959> hundred<00:09:20.200> miles<00:09:20.480> away<00:09:20.680> in
Pont Langley a few hundred miles away in
Pont Langley a few hundred miles away in
Dayton
Dayton
Dayton
Ohio<00:09:22.760> orille<00:09:23.160> and<00:09:23.279> Wilber<00:09:23.640> Wright<00:09:24.640> they<00:09:24.880> had
Ohio orille and Wilber Wright they had
Ohio orille and Wilber Wright they had
none<00:09:26.360> of<00:09:26.519> what<00:09:26.640> we<00:09:26.800> consider<00:09:27.200> to<00:09:27.320> be<00:09:27.440> the
none of what we consider to be the
none of what we consider to be the
recipe<00:09:27.920> for<00:09:28.120> Success<00:09:28.519> they<00:09:28.640> had<00:09:28.839> no<00:09:29.000> money
recipe for Success they had no money
recipe for Success they had no money
they<00:09:29.760> paid<00:09:29.959> for<00:09:30.160> their<00:09:30.320> dream<00:09:30.600> with<00:09:30.760> the
they paid for their dream with the
they paid for their dream with the
proceeds<00:09:31.279> from<00:09:31.440> their<00:09:31.600> bicycle<00:09:32.079> shop<00:09:32.880> not<00:09:33.040> a
proceeds from their bicycle shop not a
proceeds from their bicycle shop not a
single<00:09:33.680> person<00:09:33.920> on<00:09:34.040> the<00:09:34.160> R<00:09:34.399> Brothers<00:09:34.839> team<00:09:35.440> had
single person on the R Brothers team had
single person on the R Brothers team had
a<00:09:35.720> college<00:09:36.040> education<00:09:36.880> not<00:09:37.040> even<00:09:37.360> Orville<00:09:37.800> or
a college education not even Orville or
a college education not even Orville or
Wilbur<00:09:38.880> and<00:09:38.959> the<00:09:39.079> New<00:09:39.200> York<00:09:39.440> Times<00:09:39.720> followed
Wilbur and the New York Times followed
Wilbur and the New York Times followed
them<00:09:40.240> around
them around
them around
nowhere<00:09:42.760> the<00:09:42.920> difference<00:09:43.399> was<00:09:43.959> Orville<00:09:44.399> and
nowhere the difference was Orville and
nowhere the difference was Orville and
Wilbur<00:09:45.360> were<00:09:45.519> driven<00:09:45.920> by<00:09:46.040> a<00:09:46.240> cause<00:09:46.680> by<00:09:46.800> a
Wilbur were driven by a cause by a
Wilbur were driven by a cause by a
Purpose<00:09:47.279> By<00:09:47.399> A<00:09:47.560> belief<00:09:48.240> they<00:09:48.480> believe<00:09:48.959> that<00:09:49.079> if
Purpose By A belief they believe that if
Purpose By A belief they believe that if
they<00:09:49.399> could<00:09:49.680> figure<00:09:50.040> out<00:09:50.320> this<00:09:50.519> flying
they could figure out this flying
they could figure out this flying
machine<00:09:52.200> it'll<00:09:52.480> change<00:09:52.839> the<00:09:53.000> course<00:09:53.240> of<00:09:53.440> the
machine it'll change the course of the
machine it'll change the course of the
world<00:09:55.560> Samuel<00:09:55.920> Pont<00:09:56.320> Langley<00:09:56.680> was<00:09:56.839> different
world Samuel Pont Langley was different
world Samuel Pont Langley was different
he<00:09:57.640> wanted<00:09:57.839> to<00:09:57.959> be<00:09:58.160> rich<00:09:58.640> and<00:09:58.760> he<00:09:58.880> wanted<00:09:59.079> to<00:09:59.120> be
he wanted to be rich and he wanted to be
he wanted to be rich and he wanted to be
famous<00:10:00.120> he<00:10:00.240> was<00:10:00.360> in<00:10:00.560> pursuit<00:10:01.320> of<00:10:01.440> the<00:10:01.600> result
famous he was in pursuit of the result
famous he was in pursuit of the result
he<00:10:02.040> was<00:10:02.160> in<00:10:02.320> pursuit<00:10:02.680> of<00:10:02.839> the<00:10:03.320> riches<00:10:04.320> and<00:10:04.480> lo
he was in pursuit of the riches and lo
he was in pursuit of the riches and lo
and<00:10:04.800> behold<00:10:05.120> look<00:10:05.279> what<00:10:05.399> happened<00:10:06.200> the<00:10:06.360> people
and behold look what happened the people
and behold look what happened the people
who
who
who
believed<00:10:08.600> in<00:10:08.720> the<00:10:08.839> rri<00:10:09.079> brother's<00:10:09.360> dream
believed in the rri brother's dream
believed in the rri brother's dream
worked<00:10:09.920> with<00:10:10.040> them<00:10:10.560> with<00:10:10.680> blood<00:10:10.880> and<00:10:11.000> sweat
worked with them with blood and sweat
worked with them with blood and sweat
and<00:10:11.360> tears<00:10:12.160> the<00:10:12.279> others<00:10:12.600> just<00:10:12.760> worked<00:10:13.040> for<00:10:13.200> the
and tears the others just worked for the
and tears the others just worked for the
paycheck<00:10:14.480> and<00:10:14.600> they<00:10:14.720> tell<00:10:14.959> stories<00:10:15.399> of<00:10:15.560> how
paycheck and they tell stories of how
paycheck and they tell stories of how
every<00:10:15.839> time<00:10:16.000> the<00:10:16.120> R<00:10:16.360> Brothers<00:10:16.680> went<00:10:16.880> out<00:10:17.440> they
every time the R Brothers went out they
every time the R Brothers went out they
would<00:10:17.680> have<00:10:17.800> to<00:10:17.920> take<00:10:18.160> five<00:10:18.399> sets<00:10:18.640> of<00:10:18.800> Parts
would have to take five sets of Parts
would have to take five sets of Parts
because<00:10:19.320> that's<00:10:19.440> how<00:10:19.560> many<00:10:19.800> times<00:10:20.040> they<00:10:20.160> would
because that's how many times they would
because that's how many times they would
crash<00:10:21.079> before<00:10:21.279> they<00:10:21.399> came<00:10:21.560> in<00:10:21.720> for
crash before they came in for
crash before they came in for
supper<00:10:23.880> and<00:10:24.040> eventually<00:10:24.560> on<00:10:25.560> December<00:10:25.880> 17th
supper and eventually on December 17th
supper and eventually on December 17th
1903<00:10:27.839> the<00:10:28.000> right<00:10:28.200> Brothers<00:10:28.480> took<00:10:28.640> flight
1903 the right Brothers took flight
1903 the right Brothers took flight
and<00:10:30.200> no<00:10:30.320> one<00:10:30.480> was<00:10:30.640> there<00:10:30.800> to<00:10:31.040> even<00:10:31.839> experience
and no one was there to even experience
and no one was there to even experience
it<00:10:32.519> we<00:10:32.680> found<00:10:32.880> out<00:10:33.040> about<00:10:33.200> it<00:10:33.320> a<00:10:33.440> few<00:10:33.640> days
it we found out about it a few days
it we found out about it a few days
later<00:10:36.000> and<00:10:36.200> further<00:10:36.639> proof<00:10:36.959> that<00:10:37.120> Langley<00:10:37.560> was
later and further proof that Langley was
later and further proof that Langley was
motivated<00:10:38.240> by<00:10:38.360> the<00:10:38.519> wrong<00:10:39.079> thing<00:10:40.079> the<00:10:40.279> day<00:10:40.440> the
motivated by the wrong thing the day the
motivated by the wrong thing the day the
right<00:10:40.760> Brothers<00:10:41.040> took<00:10:41.440> flight<00:10:42.440> he<00:10:42.880> quit<00:10:43.880> he
right Brothers took flight he quit he
right Brothers took flight he quit he
could<00:10:44.160> have<00:10:44.320> said<00:10:44.959> that's<00:10:45.200> an<00:10:45.480> amazing
could have said that's an amazing
could have said that's an amazing
Discovery<00:10:46.480> guys<00:10:46.760> now<00:10:46.959> will<00:10:47.200> improve<00:10:47.639> upon
Discovery guys now will improve upon
Discovery guys now will improve upon
your<00:10:48.160> technology<00:10:49.160> but<00:10:49.320> he<00:10:49.440> didn't<00:10:50.040> he<00:10:50.200> wasn't
your technology but he didn't he wasn't
your technology but he didn't he wasn't
first<00:10:50.959> he<00:10:51.079> didn't<00:10:51.320> get<00:10:51.480> rich<00:10:51.839> he<00:10:51.959> didn't<00:10:52.160> get
first he didn't get rich he didn't get
first he didn't get rich he didn't get
famous<00:10:53.279> so<00:10:53.399> he<00:10:53.800> quit<00:10:54.800> people<00:10:55.040> don't<00:10:55.279> buy<00:10:55.519> what
famous so he quit people don't buy what
famous so he quit people don't buy what
you<00:10:55.760> do<00:10:55.959> they<00:10:56.120> buy<00:10:56.360> why<00:10:56.480> you<00:10:56.639> do<00:10:56.800> it<00:10:57.160> and<00:10:57.240> if<00:10:57.360> you
you do they buy why you do it and if you
you do they buy why you do it and if you
talk<00:10:57.760> about<00:10:58.000> what<00:10:58.120> you<00:10:58.320> believe<00:10:59.320> you<00:10:59.399> will
talk about what you believe you will
talk about what you believe you will
attract<00:11:00.079> those<00:11:00.320> who<00:11:00.519> believe<00:11:00.839> what<00:11:00.959> you
attract those who believe what you
attract those who believe what you
believe<00:11:02.079> well<00:11:02.240> why<00:11:02.360> is<00:11:02.480> it<00:11:02.600> important<00:11:02.959> to
believe well why is it important to
believe well why is it important to
attract<00:11:03.519> those<00:11:04.000> who<00:11:04.240> believe<00:11:04.519> what<00:11:04.639> you
attract those who believe what you
attract those who believe what you
believe<00:11:07.639> something<00:11:07.880> called<00:11:08.040> the<00:11:08.160> law<00:11:08.320> of
believe something called the law of
believe something called the law of
diffusion<00:11:08.800> of<00:11:08.920> innovation<00:11:09.880> and<00:11:10.000> if<00:11:10.079> you<00:11:10.200> don't
diffusion of innovation and if you don't
diffusion of innovation and if you don't
know<00:11:10.519> the<00:11:10.680> law<00:11:10.839> you<00:11:10.959> definitely<00:11:11.240> know<00:11:11.399> the
know the law you definitely know the
know the law you definitely know the
terminology<00:11:12.519> the<00:11:12.680> first<00:11:13.480> 2<00:11:13.680> and<00:11:13.760> a<00:11:13.880> half%<00:11:14.240> of
terminology the first 2 and a half% of
terminology the first 2 and a half% of
our<00:11:14.519> population<00:11:15.399> are<00:11:15.680> our<00:11:16.440> innovators<00:11:17.440> the
our population are our innovators the
our population are our innovators the
next<00:11:18.079> 13<00:11:18.440> and<00:11:18.560> a<00:11:18.680> half%<00:11:19.079> of<00:11:19.160> our<00:11:19.320> population
next 13 and a half% of our population
next 13 and a half% of our population
are<00:11:20.240> our<00:11:20.519> early
are our early
are our early
adopters<00:11:22.399> the<00:11:22.519> next<00:11:22.720> 34%<00:11:23.399> are<00:11:23.519> your<00:11:23.639> early
adopters the next 34% are your early
adopters the next 34% are your early
majority<00:11:24.600> your<00:11:24.800> late<00:11:25.040> majority<00:11:25.560> and<00:11:25.680> your
majority your late majority and your
majority your late majority and your
laggards<00:11:27.800> the<00:11:27.920> only<00:11:28.120> reason<00:11:28.480> these<00:11:28.639> people<00:11:28.880> by
laggards the only reason these people by
laggards the only reason these people by
tone<00:11:29.680> phones<00:11:30.000> is<00:11:30.160> because<00:11:30.279> you<00:11:30.360> can't<00:11:30.560> buy
tone phones is because you can't buy
tone phones is because you can't buy
rotary<00:11:31.040> phones
anymore<00:11:34.639> we<00:11:34.800> all<00:11:35.079> sit<00:11:35.440> at<00:11:35.639> various<00:11:36.040> places<00:11:36.360> at
anymore we all sit at various places at
anymore we all sit at various places at
various<00:11:36.839> times<00:11:37.079> on<00:11:37.279> this<00:11:37.399> scale<00:11:37.680> but<00:11:37.760> what<00:11:37.880> the
various times on this scale but what the
various times on this scale but what the
law<00:11:38.120> of<00:11:38.200> diffusion<00:11:38.519> of<00:11:38.639> innovation<00:11:39.120> tells<00:11:39.440> us
law of diffusion of innovation tells us
law of diffusion of innovation tells us
is<00:11:40.600> that<00:11:40.760> if<00:11:40.920> you<00:11:41.079> want<00:11:41.480> Mass<00:11:41.880> Market<00:11:42.360> success
is that if you want Mass Market success
is that if you want Mass Market success
or<00:11:43.200> mass<00:11:43.519> Market<00:11:43.959> acceptance<00:11:44.440> of<00:11:44.560> an<00:11:44.760> idea<00:11:45.639> you
or mass Market acceptance of an idea you
or mass Market acceptance of an idea you
cannot<00:11:46.240> have<00:11:46.399> it<00:11:46.800> until<00:11:47.079> you<00:11:47.279> achieve<00:11:48.200> this
cannot have it until you achieve this
cannot have it until you achieve this
Tipping<00:11:48.800> Point<00:11:49.440> between<00:11:49.880> 15<00:11:50.320> and<00:11:50.480> 18%<00:11:51.160> Market
Tipping Point between 15 and 18% Market
Tipping Point between 15 and 18% Market
penetration<00:11:52.440> and<00:11:52.639> then<00:11:52.920> the<00:11:53.079> system<00:11:54.480> tips<00:11:55.480> and
penetration and then the system tips and
penetration and then the system tips and
I<00:11:55.720> love<00:11:55.959> asking<00:11:56.240> businesses<00:11:56.720> what's<00:11:56.839> your
I love asking businesses what's your
I love asking businesses what's your
conversion<00:11:57.480> on<00:11:57.680> new<00:11:57.839> business<00:11:58.079> and<00:11:58.200> they<00:11:58.320> love
conversion on new business and they love
conversion on new business and they love
to<00:11:58.519> tell<00:11:58.600> you<00:11:58.760> oh<00:11:58.920> it's<00:11:59.000> about<00:11:59.320> 10%<00:11:59.880> proudly
to tell you oh it's about 10% proudly
to tell you oh it's about 10% proudly
well<00:12:00.680> you<00:12:00.760> can<00:12:00.880> trip<00:12:01.120> over<00:12:01.279> 10%<00:12:01.680> of<00:12:01.760> the
well you can trip over 10% of the
well you can trip over 10% of the
customers<00:12:02.680> we<00:12:02.800> all<00:12:03.040> have<00:12:03.160> about<00:12:03.360> 10%<00:12:03.800> who<00:12:04.000> just
customers we all have about 10% who just
customers we all have about 10% who just
get<00:12:04.360> it<00:12:04.519> that's<00:12:04.639> how<00:12:04.760> we<00:12:04.880> describe<00:12:05.279> them<00:12:05.720> right
get it that's how we describe them right
get it that's how we describe them right
that's<00:12:06.000> like<00:12:06.160> that<00:12:06.279> gut<00:12:06.480> feeling<00:12:06.800> oh<00:12:06.959> they
that's like that gut feeling oh they
that's like that gut feeling oh they
just<00:12:07.320> get<00:12:07.440> it<00:12:07.600> the<00:12:07.680> problem<00:12:07.920> is<00:12:08.040> how<00:12:08.120> do<00:12:08.200> you
just get it the problem is how do you
just get it the problem is how do you
find<00:12:08.800> the<00:12:08.920> ones<00:12:09.079> that<00:12:09.240> just<00:12:09.399> get<00:12:09.560> it<00:12:09.839> before
find the ones that just get it before
find the ones that just get it before
you're<00:12:10.240> doing<00:12:10.480> business<00:12:10.800> with<00:12:10.959> them<00:12:11.279> versus
you're doing business with them versus
you're doing business with them versus
the<00:12:11.680> ones<00:12:12.000> who<00:12:12.160> don't<00:12:12.440> get<00:12:12.839> it<00:12:13.839> so<00:12:14.279> it's<00:12:14.639> this
the ones who don't get it so it's this
the ones who don't get it so it's this
here<00:12:15.440> this<00:12:15.639> little<00:12:16.000> Gap<00:12:16.959> that<00:12:17.079> you<00:12:17.279> have<00:12:17.399> to
here this little Gap that you have to
here this little Gap that you have to
close<00:12:18.160> as<00:12:18.320> Jeffrey<00:12:18.560> Moore<00:12:18.760> calls<00:12:18.959> it<00:12:19.720> crossing
close as Jeffrey Moore calls it crossing
close as Jeffrey Moore calls it crossing
the<00:12:20.199> chasm<00:12:21.079> because<00:12:21.240> you<00:12:21.360> see<00:12:21.680> the<00:12:21.800> early
the chasm because you see the early
the chasm because you see the early
majority<00:12:22.920> will<00:12:23.199> not<00:12:23.519> try<00:12:23.920> something<00:12:24.680> until
majority will not try something until
majority will not try something until
someone<00:12:25.560> else<00:12:26.560> has<00:12:26.760> tried<00:12:27.040> it<00:12:27.519> first<00:12:28.519> and
someone else has tried it first and
someone else has tried it first and
these<00:12:28.959> guys
these guys
these guys
the<00:12:29.800> innovators<00:12:30.240> and<00:12:30.360> the<00:12:30.480> early<00:12:30.760> adopters
the innovators and the early adopters
the innovators and the early adopters
they're<00:12:31.600> comfortable<00:12:32.079> making<00:12:32.480> those<00:12:32.760> gut
they're comfortable making those gut
they're comfortable making those gut
decisions<00:12:33.600> they're<00:12:33.760> more<00:12:33.959> comfortable
decisions they're more comfortable
decisions they're more comfortable
making<00:12:34.800> those<00:12:35.199> intuitive<00:12:35.720> decisions<00:12:36.120> that
making those intuitive decisions that
making those intuitive decisions that
are<00:12:36.440> driven<00:12:37.199> by<00:12:37.360> what<00:12:37.519> they<00:12:37.720> believe<00:12:38.240> about
are driven by what they believe about
are driven by what they believe about
the
the
the
world<00:12:40.440> and<00:12:40.600> not<00:12:40.839> just<00:12:41.079> what<00:12:41.279> product<00:12:41.519> is
world and not just what product is
world and not just what product is
available<00:12:42.560> these<00:12:42.720> are<00:12:42.880> the<00:12:43.040> people<00:12:43.360> who<00:12:43.480> stood
available these are the people who stood
available these are the people who stood
online<00:12:44.360> for<00:12:44.560> 6<00:12:44.839> hours<00:12:45.199> to<00:12:45.320> buy<00:12:45.480> an<00:12:45.639> iPhone<00:12:46.000> when
online for 6 hours to buy an iPhone when
online for 6 hours to buy an iPhone when
they<00:12:46.279> first<00:12:46.519> came<00:12:46.680> out<00:12:47.040> when<00:12:47.120> you<00:12:47.240> could<00:12:47.320> have
they first came out when you could have
they first came out when you could have
just<00:12:47.600> walked<00:12:47.839> into<00:12:48.040> the<00:12:48.120> store<00:12:48.399> the<00:12:48.519> next<00:12:48.720> week
just walked into the store the next week
just walked into the store the next week
and<00:12:49.000> bought<00:12:49.160> one<00:12:49.320> off<00:12:49.440> the<00:12:49.519> shelf<00:12:50.240> these<00:12:50.399> are
and bought one off the shelf these are
and bought one off the shelf these are
the<00:12:50.680> people<00:12:50.920> who<00:12:51.079> spent<00:12:51.839> $440,000<00:12:52.839> on<00:12:53.160> flat
the people who spent $440,000 on flat
the people who spent $440,000 on flat
screen<00:12:53.880> TVs<00:12:54.320> when<00:12:54.480> they<00:12:54.600> first<00:12:54.800> came<00:12:54.959> out<00:12:55.320> even
screen TVs when they first came out even
screen TVs when they first came out even
though<00:12:55.720> the<00:12:55.880> technology<00:12:56.440> was
though the technology was
though the technology was
substandard<00:12:58.320> and<00:12:58.480> by<00:12:58.560> the<00:12:58.680> way<00:12:58.800> they<00:12:58.880> didn't
substandard and by the way they didn't
substandard and by the way they didn't
do<00:12:59.480> it<00:12:59.800> because<00:12:59.959> the<00:13:00.160> technology<00:13:00.680> was<00:13:00.800> so
do it because the technology was so
do it because the technology was so
great<00:13:02.120> they<00:13:02.240> did<00:13:02.360> it<00:13:02.480> for<00:13:03.079> themselves<00:13:04.079> it's
great they did it for themselves it's
great they did it for themselves it's
because<00:13:04.440> they<00:13:04.560> wanted<00:13:04.760> to<00:13:04.880> be<00:13:05.360> first<00:13:06.360> people
because they wanted to be first people
because they wanted to be first people
don't<00:13:06.839> buy<00:13:07.079> what<00:13:07.199> you<00:13:07.320> do<00:13:07.480> they<00:13:07.639> buy<00:13:07.839> why<00:13:08.000> you
don't buy what you do they buy why you
don't buy what you do they buy why you
do<00:13:08.279> it<00:13:08.560> and<00:13:08.760> what<00:13:08.880> you<00:13:09.040> do<00:13:09.320> simply<00:13:10.120> proves<00:13:10.639> what
do it and what you do simply proves what
do it and what you do simply proves what
you
you
you
believe<00:13:12.480> in<00:13:12.639> fact<00:13:12.839> people<00:13:13.040> will<00:13:13.199> do<00:13:13.440> the
believe in fact people will do the
believe in fact people will do the
things<00:13:13.760> that<00:13:13.959> prove<00:13:14.240> what<00:13:14.560> they<00:13:15.279> believe<00:13:16.279> the
things that prove what they believe the
things that prove what they believe the
reason<00:13:16.800> that<00:13:17.000> person<00:13:17.320> bought<00:13:17.680> the<00:13:17.880> iPhone<00:13:18.320> on
reason that person bought the iPhone on
reason that person bought the iPhone on
the<00:13:18.639> first<00:13:19.079> in<00:13:19.240> the<00:13:19.519> first<00:13:20.279> six<00:13:20.600> hours<00:13:20.880> or
the first in the first six hours or
the first in the first six hours or
stood<00:13:21.199> in<00:13:21.519> in<00:13:21.600> line<00:13:21.760> for<00:13:21.959> six<00:13:22.519> hours<00:13:23.519> was
stood in in line for six hours was
stood in in line for six hours was
because<00:13:24.040> what<00:13:24.199> they<00:13:24.360> believed<00:13:24.720> about<00:13:24.880> the
because what they believed about the
because what they believed about the
world<00:13:25.199> and<00:13:25.360> how<00:13:25.519> they<00:13:25.639> wanted<00:13:25.959> everybody<00:13:26.279> to
world and how they wanted everybody to
world and how they wanted everybody to
see<00:13:26.760> them<00:13:27.440> they<00:13:27.560> were<00:13:27.880> first<00:13:28.680> people<00:13:28.880> don't<00:13:29.279> by
see them they were first people don't by
see them they were first people don't by
what<00:13:29.560> you<00:13:29.639> do<00:13:29.880> they<00:13:30.040> by<00:13:30.240> why<00:13:30.399> you<00:13:30.560> do<00:13:30.680> it<00:13:31.240> so<00:13:31.399> let
what you do they by why you do it so let
what you do they by why you do it so let
me<00:13:31.680> give<00:13:31.800> you<00:13:32.000> a<00:13:32.560> famous<00:13:33.440> example<00:13:33.880> a<00:13:34.000> famous
me give you a famous example a famous
me give you a famous example a famous
failure<00:13:34.920> and<00:13:35.040> a<00:13:35.120> famous<00:13:35.480> success<00:13:35.959> of<00:13:36.079> the<00:13:36.160> law
failure and a famous success of the law
failure and a famous success of the law
of<00:13:36.399> diffusion<00:13:36.720> of<00:13:36.839> innovation<00:13:37.839> first<00:13:38.079> the
of diffusion of innovation first the
of diffusion of innovation first the
famous<00:13:38.639> failure<00:13:39.639> it's<00:13:39.760> a<00:13:39.920> commercial<00:13:40.639> example
famous failure it's a commercial example
famous failure it's a commercial example
as<00:13:42.040> we<00:13:42.160> said<00:13:42.399> before<00:13:42.639> a<00:13:42.760> second<00:13:43.040> ago<00:13:43.519> the
as we said before a second ago the
as we said before a second ago the
recipe<00:13:44.040> for<00:13:44.240> success<00:13:44.560> is<00:13:44.720> money<00:13:45.000> and<00:13:45.120> the
recipe for success is money and the
recipe for success is money and the
right<00:13:45.399> people<00:13:45.560> in<00:13:45.680> the<00:13:45.760> right<00:13:45.880> marking
right people in the right marking
right people in the right marking
conditions<00:13:46.680> right<00:13:46.800> you<00:13:46.880> should<00:13:47.079> have<00:13:47.199> success
conditions right you should have success
conditions right you should have success
then<00:13:48.760> look<00:13:48.880> at<00:13:49.320> too<00:13:50.320> from<00:13:50.480> the<00:13:50.639> time<00:13:50.839> too<00:13:51.279> came
then look at too from the time too came
then look at too from the time too came
out<00:13:51.600> about<00:13:51.759> eight<00:13:51.920> or<00:13:52.079> nine<00:13:52.279> years<00:13:52.440> ago<00:13:52.680> to
out about eight or nine years ago to
out about eight or nine years ago to
this<00:13:53.079> current<00:13:53.440> day<00:13:54.240> they<00:13:54.360> are<00:13:54.560> the<00:13:54.759> single
this current day they are the single
this current day they are the single
highest<00:13:56.199> quality<00:13:56.680> product<00:13:56.959> on<00:13:57.079> the<00:13:57.240> market
highest quality product on the market
highest quality product on the market
hands<00:13:58.320> down<00:13:58.720> there<00:13:58.880> is<00:13:59.199> no
hands down there is no
hands down there is no
dispute<00:14:00.880> they<00:14:01.000> were<00:14:01.240> extremely<00:14:01.839> well<00:14:02.120> funded
dispute they were extremely well funded
dispute they were extremely well funded
market<00:14:02.959> conditions<00:14:03.199> were<00:14:03.440> fantastic<00:14:04.199> I<00:14:04.240> mean
market conditions were fantastic I mean
market conditions were fantastic I mean
we<00:14:04.480> use<00:14:04.720> too<00:14:05.079> as<00:14:05.160> a<00:14:05.320> verb<00:14:05.920> I<00:14:06.040> too<00:14:06.440> stuff<00:14:06.600> on<00:14:06.720> my
we use too as a verb I too stuff on my
we use too as a verb I too stuff on my
piece<00:14:06.959> of<00:14:07.120> junk<00:14:07.279> time<00:14:07.440> or<00:14:07.639> a<00:14:07.720> DVR<00:14:08.120> all<00:14:08.240> the
time<00:14:12.000> but<00:14:12.120> too's<00:14:12.639> commercial
time but too's commercial
time but too's commercial
failure<00:14:14.560> they've<00:14:14.759> never<00:14:15.000> made<00:14:15.399> money<00:14:16.399> and
failure they've never made money and
failure they've never made money and
when<00:14:16.720> they<00:14:16.880> went<00:14:17.160> IPO<00:14:17.959> their<00:14:18.160> stock<00:14:18.440> was<00:14:18.600> at
when they went IPO their stock was at
when they went IPO their stock was at
about<00:14:19.000> $30<00:14:19.360> or<00:14:19.399> $40<00:14:19.959> and<00:14:20.040> then<00:14:20.240> plummeted<00:14:20.720> and
about $30 or $40 and then plummeted and
about $30 or $40 and then plummeted and
it's<00:14:20.959> never<00:14:21.160> traded<00:14:21.560> above<00:14:21.880> 10<00:14:22.680> in<00:14:22.800> fact<00:14:22.959> I
it's never traded above 10 in fact I
it's never traded above 10 in fact I
don't<00:14:23.279> think<00:14:23.480> it's<00:14:23.639> even<00:14:23.759> traded<00:14:24.040> above<00:14:24.360> six
don't think it's even traded above six
don't think it's even traded above six
except<00:14:25.240> for<00:14:25.360> a<00:14:25.440> couple<00:14:25.639> of<00:14:25.800> little<00:14:26.320> spikes
except for a couple of little spikes
except for a couple of little spikes
because<00:14:27.480> you<00:14:27.560> see<00:14:27.759> when<00:14:27.880> too<00:14:28.279> launched<00:14:28.639> their
because you see when too launched their
because you see when too launched their
product<00:14:29.399> they<00:14:29.519> told<00:14:29.800> us<00:14:30.000> all<00:14:30.680> what<00:14:30.920> they<00:14:31.199> had
product they told us all what they had
product they told us all what they had
they<00:14:32.160> said<00:14:32.440> we<00:14:32.639> have<00:14:32.759> a<00:14:32.959> product<00:14:33.759> that<00:14:33.959> pauses
they said we have a product that pauses
they said we have a product that pauses
live<00:14:34.880> TV<00:14:35.880> skips<00:14:36.440> commercials<00:14:37.440> rewinds<00:14:38.120> live
live TV skips commercials rewinds live
live TV skips commercials rewinds live
TV<00:14:38.720> and<00:14:38.880> memorizes<00:14:39.440> your<00:14:39.639> viewing<00:14:40.040> habits
TV and memorizes your viewing habits
TV and memorizes your viewing habits
without<00:14:40.839> you<00:14:41.120> even
without you even
without you even
asking<00:14:43.519> and<00:14:43.639> the<00:14:43.759> cynical<00:14:44.199> majority<00:14:44.680> said<00:14:45.600> we
asking and the cynical majority said we
asking and the cynical majority said we
don't<00:14:45.959> believe<00:14:46.240> you<00:14:47.160> we<00:14:47.279> don't<00:14:47.480> need<00:14:47.720> it<00:14:48.480> we
don't believe you we don't need it we
don't believe you we don't need it we
don't<00:14:48.880> like<00:14:49.079> it<00:14:49.720> you're<00:14:49.880> scaring
don't like it you're scaring
don't like it you're scaring
us<00:14:51.959> what<00:14:52.079> if<00:14:52.240> they<00:14:52.399> had<00:14:52.600> said<00:14:53.399> if<00:14:53.519> you're<00:14:53.800> the
us what if they had said if you're the
us what if they had said if you're the
kind<00:14:54.160> of<00:14:54.600> person<00:14:55.600> who<00:14:55.800> likes<00:14:56.040> to<00:14:56.240> have<00:14:56.560> total
kind of person who likes to have total
kind of person who likes to have total
control<00:14:58.160> over<00:14:58.600> every<00:14:59.399> aspect<00:14:59.839> of<00:15:00.000> your<00:15:00.519> life
control over every aspect of your life
control over every aspect of your life
boy<00:15:01.800> do<00:15:01.959> we<00:15:02.079> have<00:15:02.199> a<00:15:02.399> product<00:15:02.680> for<00:15:03.000> you<00:15:04.000> it
boy do we have a product for you it
boy do we have a product for you it
pauses<00:15:04.560> live<00:15:04.759> TV<00:15:05.079> skips<00:15:05.360> commercials
pauses live TV skips commercials
pauses live TV skips commercials
memorizes<00:15:06.199> your<00:15:06.360> viewing<00:15:06.720> habits<00:15:07.240> etc
memorizes your viewing habits etc
memorizes your viewing habits etc
etc<00:15:09.279> people<00:15:09.519> don't<00:15:09.720> buy<00:15:09.920> what<00:15:10.040> you<00:15:10.120> do<00:15:10.279> they
etc people don't buy what you do they
etc people don't buy what you do they
buy<00:15:10.680> why<00:15:10.800> you<00:15:10.920> do<00:15:11.040> it<00:15:11.199> and<00:15:11.399> what<00:15:11.519> you<00:15:11.639> do<00:15:11.839> simply
buy why you do it and what you do simply
buy why you do it and what you do simply
serves<00:15:12.440> as<00:15:12.600> the<00:15:12.920> proof<00:15:13.839> of<00:15:14.040> what<00:15:14.160> you<00:15:14.800> believe
serves as the proof of what you believe
serves as the proof of what you believe
now<00:15:15.959> let<00:15:16.079> me<00:15:16.240> give<00:15:16.360> you<00:15:16.519> a<00:15:16.920> successful<00:15:17.600> example
now let me give you a successful example
now let me give you a successful example
of<00:15:18.440> the<00:15:18.519> law<00:15:18.720> of<00:15:18.800> diffusion<00:15:19.160> of
of the law of diffusion of
of the law of diffusion of
innovation<00:15:21.360> in<00:15:21.480> the<00:15:21.600> summer<00:15:21.920> of
innovation in the summer of
innovation in the summer of
1963
1963
1963
250,000<00:15:26.040> people<00:15:26.320> showed<00:15:26.639> up<00:15:26.920> on<00:15:27.040> the<00:15:27.160> mall<00:15:27.360> in
250,000 people showed up on the mall in
250,000 people showed up on the mall in
Washington<00:15:27.959> to<00:15:28.079> hear<00:15:28.600> Dr<00:15:29.079> King
Washington to hear Dr King
Washington to hear Dr King
speak<00:15:31.480> they<00:15:31.639> sent<00:15:31.839> out<00:15:32.079> no
speak they sent out no
speak they sent out no
invitations<00:15:34.279> and<00:15:34.399> there<00:15:34.519> was<00:15:34.639> no<00:15:34.880> website<00:15:35.279> to
invitations and there was no website to
invitations and there was no website to
check<00:15:35.680> the<00:15:36.199> date<00:15:37.199> how<00:15:37.319> do<00:15:37.399> you<00:15:37.560> do<00:15:38.199> that<00:15:39.199> well
check the date how do you do that well
check the date how do you do that well
Dr<00:15:40.360> King<00:15:40.600> wasn't<00:15:40.880> the<00:15:41.040> only<00:15:41.319> man<00:15:41.519> in<00:15:41.720> America
Dr King wasn't the only man in America
Dr King wasn't the only man in America
who<00:15:42.560> is<00:15:42.800> the<00:15:42.959> who<00:15:43.079> was<00:15:43.160> a<00:15:43.279> great<00:15:43.480> orator<00:15:44.120> he
who is the who was a great orator he
who is the who was a great orator he
wasn't<00:15:44.480> the<00:15:44.560> only<00:15:44.720> man<00:15:44.959> America<00:15:45.279> who<00:15:45.440> suffered
wasn't the only man America who suffered
wasn't the only man America who suffered
in<00:15:45.880> a<00:15:45.959> pre-<00:15:46.160> civil<00:15:46.399> rights<00:15:46.639> America<00:15:47.240> in<00:15:47.440> fact
in a pre- civil rights America in fact
in a pre- civil rights America in fact
some<00:15:47.920> of<00:15:48.079> his<00:15:48.279> ideas<00:15:48.720> were<00:15:49.240> bad<00:15:50.240> but<00:15:50.360> he<00:15:50.480> had<00:15:50.600> a
some of his ideas were bad but he had a
some of his ideas were bad but he had a
gift<00:15:52.120> he<00:15:52.240> didn't<00:15:52.440> go<00:15:52.600> around<00:15:52.800> telling<00:15:53.160> people
gift he didn't go around telling people
gift he didn't go around telling people
what<00:15:53.680> needed<00:15:53.959> to<00:15:54.120> change<00:15:54.399> in<00:15:54.600> America<00:15:55.199> he<00:15:55.519> he
what needed to change in America he he
what needed to change in America he he
went<00:15:55.759> around<00:15:55.959> and<00:15:56.040> told<00:15:56.279> people<00:15:56.519> what<00:15:56.639> he
went around and told people what he
went around and told people what he
believed<00:15:57.759> I<00:15:57.959> believe<00:15:58.480> I<00:15:58.600> believe<00:15:59.360> I<00:15:59.519> believe
believed I believe I believe I believe
believed I believe I believe I believe
he<00:16:00.319> told<00:16:00.639> people<00:16:01.480> and<00:16:01.680> people<00:16:01.959> who<00:16:02.199> believed
he told people and people who believed
he told people and people who believed
what<00:16:02.880> he<00:16:03.079> believed<00:16:03.959> took<00:16:04.199> his<00:16:04.440> cause<00:16:04.759> and<00:16:04.880> they
what he believed took his cause and they
what he believed took his cause and they
made<00:16:05.160> it<00:16:05.279> their<00:16:05.440> own<00:16:05.680> and<00:16:05.839> they<00:16:06.000> told<00:16:06.360> people
made it their own and they told people
made it their own and they told people
and<00:16:07.360> some<00:16:07.480> of<00:16:07.639> those<00:16:07.839> people<00:16:08.560> uh<00:16:08.920> created
and some of those people uh created
and some of those people uh created
structures<00:16:09.720> to<00:16:09.880> get<00:16:10.000> the<00:16:10.079> word<00:16:10.240> out<00:16:10.360> to<00:16:10.480> even
structures to get the word out to even
structures to get the word out to even
more<00:16:11.040> people<00:16:12.040> and<00:16:12.199> lo<00:16:12.399> and<00:16:12.560> behold
more people and lo and behold
more people and lo and behold
250,000<00:16:15.279> people<00:16:15.519> showed<00:16:15.880> up<00:16:16.040> on<00:16:16.160> the<00:16:16.360> right
250,000 people showed up on the right
250,000 people showed up on the right
day<00:16:17.079> on<00:16:17.279> the<00:16:17.480> right<00:16:17.759> time<00:16:18.279> to<00:16:18.519> hear<00:16:18.720> him<00:16:19.279> speak
day on the right time to hear him speak
day on the right time to hear him speak
how<00:16:20.440> many<00:16:20.680> of<00:16:20.800> them<00:16:20.920> showed<00:16:21.279> up<00:16:21.959> for
how many of them showed up for
how many of them showed up for
him
him
him
zero<00:16:26.319> they<00:16:26.440> showed<00:16:26.720> up<00:16:26.880> for<00:16:27.480> themselves<00:16:28.480> it's
zero they showed up for themselves it's
zero they showed up for themselves it's
what<00:16:29.160> they<00:16:29.399> believed<00:16:29.920> about<00:16:30.240> America<00:16:30.959> that
what they believed about America that
what they believed about America that
got<00:16:31.279> them<00:16:31.440> to<00:16:31.560> travel<00:16:31.839> on<00:16:31.959> a<00:16:32.120> bus<00:16:32.319> for<00:16:32.440> 8<00:16:32.720> hours
got them to travel on a bus for 8 hours
got them to travel on a bus for 8 hours
to<00:16:33.120> stand<00:16:33.399> in<00:16:33.519> the<00:16:33.639> sun<00:16:33.880> in<00:16:34.079> Washington<00:16:34.600> for<00:16:34.839> in
to stand in the sun in Washington for in
to stand in the sun in Washington for in
the<00:16:35.040> middle<00:16:35.279> of<00:16:35.399> August<00:16:36.279> it's<00:16:36.480> what<00:16:36.720> they
the middle of August it's what they
the middle of August it's what they
believed<00:16:37.399> and<00:16:37.519> it<00:16:37.639> wasn't<00:16:37.880> about<00:16:38.279> black
believed and it wasn't about black
believed and it wasn't about black
versus<00:16:39.079> white<00:16:39.639> 25%<00:16:40.240> of<00:16:40.360> the<00:16:40.440> audience<00:16:40.839> was
versus white 25% of the audience was
versus white 25% of the audience was
white<00:16:42.759> Dr<00:16:43.120> King<00:16:43.440> believed<00:16:43.839> that<00:16:43.959> there<00:16:44.040> were
white Dr King believed that there were
white Dr King believed that there were
two<00:16:44.480> types<00:16:44.720> of<00:16:44.920> laws<00:16:45.199> in<00:16:45.319> this<00:16:45.480> world<00:16:46.000> those
two types of laws in this world those
two types of laws in this world those
that<00:16:46.360> are<00:16:46.480> made<00:16:46.720> by<00:16:46.880> a<00:16:47.040> higher<00:16:47.360> authority
that are made by a higher authority
that are made by a higher authority
authority<00:16:48.360> and<00:16:48.560> those<00:16:48.720> that<00:16:48.839> are<00:16:49.000> made<00:16:49.279> by<00:16:49.440> man
authority and those that are made by man
authority and those that are made by man
and<00:16:50.360> not<00:16:50.560> until<00:16:50.880> all<00:16:51.040> the<00:16:51.199> laws<00:16:51.480> that<00:16:51.600> are<00:16:51.720> made
and not until all the laws that are made
and not until all the laws that are made
by<00:16:52.160> man<00:16:53.160> are<00:16:53.440> consistent<00:16:53.959> with<00:16:54.120> the<00:16:54.279> laws<00:16:54.519> that
by man are consistent with the laws that
by man are consistent with the laws that
are<00:16:54.759> made<00:16:54.920> by<00:16:55.040> the<00:16:55.160> higher<00:16:55.360> authority<00:16:55.720> will<00:16:55.839> we
are made by the higher authority will we
are made by the higher authority will we
live<00:16:56.120> in<00:16:56.240> a<00:16:56.440> just<00:16:57.000> World<00:16:58.000> it<00:16:58.120> just<00:16:58.240> so<00:16:58.440> happens
live in a just World it just so happens
live in a just World it just so happens
that<00:16:58.880> the<00:16:58.959> Civil<00:16:59.199> Rights<00:16:59.440> Movement<00:17:00.040> was<00:17:00.240> the
that the Civil Rights Movement was the
that the Civil Rights Movement was the
perfect<00:17:00.800> thing<00:17:01.399> to<00:17:01.560> help<00:17:01.800> him<00:17:02.000> bring<00:17:02.319> his
perfect thing to help him bring his
perfect thing to help him bring his
cause<00:17:02.800> to<00:17:03.199> life<00:17:04.199> we<00:17:04.360> followed<00:17:04.799> not<00:17:05.000> him<00:17:05.199> not
cause to life we followed not him not
cause to life we followed not him not
for<00:17:05.600> him<00:17:05.839> but<00:17:06.000> for<00:17:06.319> ourselves<00:17:07.280> and<00:17:07.439> by<00:17:07.559> the<00:17:07.679> way
for him but for ourselves and by the way
for him but for ourselves and by the way
he<00:17:08.039> gave<00:17:08.199> the<00:17:08.360> I<00:17:08.520> Have<00:17:08.640> a<00:17:08.760> Dream<00:17:09.039> speech<00:17:09.480> not
he gave the I Have a Dream speech not
he gave the I Have a Dream speech not
the<00:17:09.839> I<00:17:10.039> have<00:17:10.199> a<00:17:10.360> plan
the I have a plan
the I have a plan
[Music]
[Music]
[Music]
speech<00:17:15.520> listen<00:17:15.720> to<00:17:15.880> politicians<00:17:16.400> now<00:17:16.520> with
speech listen to politicians now with
speech listen to politicians now with
their<00:17:16.760> comprehensive<00:17:17.240> 12-point<00:17:17.679> plans
their comprehensive 12-point plans
their comprehensive 12-point plans
they're<00:17:18.039> not<00:17:18.199> inspiring
they're not inspiring
they're not inspiring
anybody<00:17:20.400> because<00:17:20.640> there<00:17:20.760> are<00:17:20.959> leaders<00:17:21.319> and
anybody because there are leaders and
anybody because there are leaders and
there<00:17:21.600> are<00:17:21.919> those<00:17:22.199> who<00:17:22.640> lead<00:17:23.640> leaders<00:17:24.400> hold<00:17:24.640> a
there are those who lead leaders hold a
there are those who lead leaders hold a
position<00:17:25.120> of<00:17:25.400> power<00:17:26.160> or<00:17:26.439> authority<00:17:27.319> but<00:17:27.600> those
position of power or authority but those
position of power or authority but those
who<00:17:28.199> lead<00:17:29.280> Inspire
who lead Inspire
who lead Inspire
us<00:17:31.880> whether<00:17:32.120> they're<00:17:32.320> individuals<00:17:32.840> or
us whether they're individuals or
us whether they're individuals or
organizations<00:17:34.039> we<00:17:34.200> follow<00:17:34.679> those<00:17:34.919> who<00:17:35.160> lead
organizations we follow those who lead
organizations we follow those who lead
not<00:17:36.200> because<00:17:36.440> we<00:17:36.679> have<00:17:37.000> to<00:17:37.799> but<00:17:38.039> because<00:17:38.280> we
not because we have to but because we
not because we have to but because we
want<00:17:39.039> to<00:17:40.039> we<00:17:40.160> follow<00:17:40.520> those<00:17:40.679> who<00:17:40.840> lead<00:17:41.280> not<00:17:41.440> for
want to we follow those who lead not for
want to we follow those who lead not for
them<00:17:43.200> but<00:17:43.360> for
them but for
them but for
ourselves<00:17:45.720> and<00:17:45.840> it's<00:17:46.200> those<00:17:46.520> who<00:17:46.760> start<00:17:47.120> with
ourselves and it's those who start with
ourselves and it's those who start with
why<00:17:48.640> that<00:17:48.840> have<00:17:49.039> the
why that have the
why that have the
ability<00:17:50.880> to<00:17:51.200> inspire<00:17:51.720> those<00:17:51.919> around<00:17:52.240> them<00:17:52.960> or
ability to inspire those around them or
ability to inspire those around them or
find<00:17:53.520> others<00:17:54.280> who<00:17:54.480> Inspire<00:17:55.360> them<00:17:56.360> thank<00:17:56.520> you
find others who Inspire them thank you
find others who Inspire them thank you
very
very
very
much
Simon Sinek, TED, TEDx, TEDxPugentSound, leadership, leader, TED-Ed, TED, Ed, TEDEducation
