《TED – 伟大的领导者如何激励行为 》音轨

Simon Sinek在TED的分享,论述why->how->what的重要性,不妨重新审视你的日常,是什么渠道了你去做现在的事情?

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how do you explain when things don’t go

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as we assumed or better how do you

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explain when others are able to achieve

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things that seem to defy all of the

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assumptions for example why is Apple so

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innovative year after year after year

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after year they’re more innovative than

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all their competition and yet they’re

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just a computer company they’re just

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like everyone else they have the same

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access to the same talent the same

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agencies the same consultants the same

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media then why is it that they seem to

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have something different why is it that

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Martin Luther King led the civil rights

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movement he wasn’t the only man who

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suffered in a pre-civil Rights America

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and he certainly wasn’t the only great

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orator of the day why him and why is it

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that the Wright brothers were able to

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figure out control powered man flight

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when there were certainly other teams

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who were better qualified but her funded

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and they didn’t achieve powered man

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flight the Wright brothers beat them to

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it there’s something else at play here

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about three and a half years ago I made

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a discovery and this discovery

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profoundly changed my view on how I

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thought the world worked and it even

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profoundly changed the way in which I

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operate in it as it turns out there’s a

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pattern as it turns out all the great

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and inspiring leaders and organizations

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in the world whether it’s Apple or

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Martin Luther King or the Wright

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brothers they all think act and

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communicate the exact same way and it’s

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the complete opposite to everyone else

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all I did was codify it and it’s

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probably the world’s simplest idea I

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call it the Golden Circle

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why how what this little idea explains

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why some organizations and some leaders

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are able to inspire where others aren’t

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let me define the terms really quickly

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every single person every single

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organization on the planet knows what

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they do 100 percent some know how they

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do it with you call it your

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differentiating value proposition or

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your proprietary process or your USP but

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very very few people or organizations

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know why they do what they do and by why

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I don’t mean to make a profit that’s a

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result it’s always a result by why I

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mean what’s your purpose what’s your

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cause what’s your belief why does your

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organization exist why do you get out of

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bed in the morning and why should anyone

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care well as a result the way we think

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the way we act the way we communicate is

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from the outside in it’s obvious we go

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from the clearest thing to the fuzziest

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thing but the inspired leaders and the

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inspire or inspired organizations

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regardless of their size regardless of

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their industry all think act and

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communicate from the inside out let me

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give you an example I use Apple because

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they’re easy to understand and everybody

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gets it if Apple were like everyone else

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a marketing message from them might

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sound like this we make great computers

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they’re beautifully designed simple to

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use and user friendly want to buy one

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yeah and that’s how most of us

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communicate that’s how most marketing is

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done that’s how most sales done and

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that’s how most of us communicate

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interpersonally we say what we do we say

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how we’re different or how we better and

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we expect some sort of behavior a

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purchase a vote something like that

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here’s our new law firm we have the best

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lawyers with the biggest clients we have

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you know we always perform for our

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clients do business with us here’s our

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new car it gets great gas mileage it has

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you know leather seats by our car but

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it’s uninspiring here’s how Apple

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actually communicates

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everything we do we believe in

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challenging the status quo we believe in

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thinking differently the way we

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challenge the status quo is by making

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our products beautifully designed simple

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to use and user friendly we just happen

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to make great computers one a by one

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totally different right you ready to buy

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a computer from me all I did was reverse

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the order of the information what it

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proves to us is that people don’t buy

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what you do people buy why you do it

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people don’t buy what you do they buy

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why you do it

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this explains why every single person in

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this room is perfectly comfortable

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buying a computer from Apple but we’re

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also perfectly comfortable buying an mp3

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player from Apple or a phone from Apple

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or a DVR from Apple but as I said before

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Apple is just a computer company there’s

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nothing that distinguishes them

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structurally from any of their

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competitors their competitors are all

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equally qualified to make all of these

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products in fact they tried a few years

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ago gateway came out with flat-screen

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TVs they’re eminently qualified to make

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flat-screen tvs they’ve been making

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flat-screen monitors for years nobody

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bought one Dell came out with mp3

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players and PDAs and they make great

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quality products and they can make

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perfectly well design products and

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nobody bought one in fact talking about

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it now we can’t even imagine buying an

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mp3 player from Dell why would you buy

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an mp3 player from a computer company

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but we do it every day people don’t buy

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what you do they buy why you do it the

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goal is not to do business with anybody

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with everybody who needs what you have

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the goal is to do business with people

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who believe what you believe

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here’s the best part none of what I’m

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telling you is my opinion it’s all

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grounded in the tenets of biology not

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psychology biology if you look at a

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cross-section of the human brain looking

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from the top down what you see is the

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human brain is actually broken into

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three major components that correlate

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perfectly with the golden circle our our

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newest brain our Homo Sapien brain our

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neocortex corresponds with the what

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level the neocortex is responsible for

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all of our rational and analytical

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thought

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and language the middle two sections

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make up our limbic brains and our limbic

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brains are responsible for all of our

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feelings like trust and loyalty it’s

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also responsible for all human behavior

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all decision-making and it has no

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capacity for language in other words

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when we communicate from the outside in

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yes people can understand vast amounts

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of complicated information like features

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and benefits and facts and figures just

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doesn’t drive behavior when we

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communicate from the inside out we’re

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talking directly to the part of the

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brain that controls behavior and then we

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allow people to rationalize it with the

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tangible things we say and do this is

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where gut decisions come from you know

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sometimes you can give somebody all the

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facts and your figures in these I know

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what all the facts in detail say but it

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just doesn’t feel right why would we use

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that verb it doesn’t feel right because

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the part of the brain that controls

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decision-making doesn’t control language

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and the best we can muster up is I don’t

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know it just doesn’t feel right or

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sometimes you say you’re leading with

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your heart where you’re leading with

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your soul well I hate to break it to you

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those own other body parts controlling

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your behavior it’s all happening here in

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your limbic brain the part of the brain

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that controls decision-making and not

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language but if you don’t know why you

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do what you do and people respond to why

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you do what you do then how will anybody

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how will you ever get people to vote for

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you or buy something from you or more

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importantly be loyal and want to be a

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part of what it is what you that you do

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again the goal is not just as to sell

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people who need what you have the goal

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is to sell to people who believe what

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you believe the goal is not just to hire

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people who need a job it’s to hire

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people who believe what you believe I

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always say that you know this if you if

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you if you hire people just because they

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can do a job they’ll work for your money

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but if you hire people who believe what

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you believe they work for you with blood

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and sweat and tears and nowhere nowhere

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else is there a better example of this

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than with the Wright brothers most

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people don’t know about Samuel Pierpont

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Langley and back in the early 20th

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century the pursuit of powered man

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flight was like the dot-com of the day

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everybody was trying it and Samuel

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Pierpont Langley had what we assume to

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be the recipe for success

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I mean even now we you ask people why

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did your product or why did your company

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fail and people always give you the

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permeate same permutation of the same

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three things undercapitalized the wrong

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people bad market conditions it was the

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same three things so let’s explore that

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Samuel Pierpont Langley was given fifty

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thousand dollars by the War Department

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to figure out this flying machine money

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was no problem

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he held a seat at Harvard and worked at

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the Smithsonian and was extremely

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well-connected he knew all the big minds

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of the day he hired the best minds money

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could find and the market conditions

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were fantastic the New York Times

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followed him around everywhere and

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everyone was rooting for Langley and how

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come we’ve never heard of Samuel

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Pierpont Langley a few hundred miles

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away in Dayton Ohio Orville and Wilbur

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Wright they had none of what we consider

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to be the recipe for success they had no

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money they paid for their dream with the

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proceeds from their bicycle shop not a

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single person on the Wright brothers

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team had a college education

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not even Orville or Wilbur and the New

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York Times followed them around nowhere

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the difference was Orville and Wilbur

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were driven by a caused by a purpose by

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a belief they believed that if they

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could figure out this flying machine

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it’ll change the course of the world

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Samuel Pierpont Langley was different he

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wanted to be rich and he wanted to be

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famous

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he was in pursuit of the result he was

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in pursuit of the riches and lo and

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behold look what happened the people who

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believed in the Wright brothers dream

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worked with them with blood and sweat

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and tears the others just worked for the

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paycheck and they tell stories of how

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every time the Wright brothers went out

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they would have to take five sets of

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parts because that’s how many times they

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would crash before they came in for

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supper and eventually on December 17th

263
00:10:26,419 –> 00:10:29,620
1903 the Wright brothers took flight

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00:10:29,820 –> 00:10:32,199
and no one was there to even experience

265
00:10:32,399 –> 00:10:33,639
it we found out about it a few days

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00:10:33,840 –> 00:10:37,569
later and further proof that Langley was

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00:10:37,769 –> 00:10:40,569
motivated by the wrong thing the day the

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00:10:40,769 –> 00:10:43,929
Wright brothers took flight he quit he

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00:10:44,129 –> 00:10:45,969
could have said that’s an amazing

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discovery guys and I will improve upon

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00:10:47,940 –> 00:10:50,289
your technology but he didn’t he wasn’t

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00:10:50,490 –> 00:10:52,179
first he didn’t get rich he didn’t get

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00:10:52,379 –> 00:10:55,569
famous so he quit people don’t buy what

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00:10:55,769 –> 00:10:57,370
you do they buy why you do it and if you

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00:10:57,570 –> 00:10:59,439
talk about what you believe you will

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00:10:59,639 –> 00:11:00,909
attract those who believe what you

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00:11:01,110 –> 00:11:03,039
believe well why is it important to

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00:11:03,240 –> 00:11:04,599
attract those who believe what you

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00:11:04,799 –> 00:11:08,259
believe something called the law of

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00:11:08,460 –> 00:11:10,329
diffusion of innovation and if you don’t

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00:11:10,529 –> 00:11:11,409
know the law you definitely know the

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terminology the first two and a half

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00:11:14,100 –> 00:11:15,659
percent of our population are our

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innovators the next thirteen and a half

285
00:11:18,809 –> 00:11:20,769
percent of our population are our early

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00:11:20,970 –> 00:11:23,139
adopters the next thirty four percent

287
00:11:23,340 –> 00:11:24,879
are your early majority your late

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00:11:25,080 –> 00:11:28,029
majority and your laggards the only

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reason these people by touch-tone phones

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00:11:29,970 –> 00:11:31,149
is because you can’t buy rotary phones

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00:11:31,350 –> 00:11:36,399
anymore we all sit at various places at

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00:11:36,600 –> 00:11:38,019
various times on the scale but the law

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00:11:38,220 –> 00:11:39,729
of diffusion of innovation tells us is

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00:11:39,929 –> 00:11:42,969
that if you want mass-market success or

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00:11:43,169 –> 00:11:45,669
mass-market acceptance of an idea you

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00:11:45,870 –> 00:11:48,219
cannot have it until you achieve this

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00:11:48,419 –> 00:11:50,889
tipping point between 15 and 18 percent

298
00:11:51,090 –> 00:11:53,409
market penetration and then the system

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00:11:53,610 –> 00:11:56,769
tips and I love asking businesses what’s

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00:11:56,970 –> 00:11:58,209
your conversion on new business and they

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00:11:58,409 –> 00:11:59,379
love to tell you oh it’s about 10%

302
00:11:59,580 –> 00:12:01,689
proudly well you can trip over 10% of

303
00:12:01,889 –> 00:12:03,849
the customers we all have about 10% who

304
00:12:04,049 –> 00:12:05,289
just get it that’s how we describe them

305
00:12:05,490 –> 00:12:06,819
right that’s like that gut feeling oh

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00:12:07,019 –> 00:12:08,079
they just get it the problem is how do

307
00:12:08,279 –> 00:12:09,609
you find the ones that just get it

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00:12:09,809 –> 00:12:10,990
before you’re doing business with them

309
00:12:11,190 –> 00:12:12,809
versus the ones who don’t get it

310
00:12:13,009 –> 00:12:16,959
so it’s this here this little gap that

311
00:12:17,159 –> 00:12:18,849
you have to close as Jeffrey Moore calls

312
00:12:19,049 –> 00:12:21,459
it crossing the chasm because you see

313
00:12:21,659 –> 00:12:23,649
the early majority will not try

314
00:12:23,850 –> 00:12:26,799
something until someone else has tried

315
00:12:27,000 –> 00:12:30,219
it first and these guys the innovators

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00:12:30,419 –> 00:12:31,359
in the early adopters they’re

317
00:12:31,559 –> 00:12:33,370
comfortable making those gut decisions

318
00:12:33,570 –> 00:12:34,839
they’re more comfortable making those

319
00:12:35,039 –> 00:12:37,209
intuitive decisions that are driven by

320
00:12:37,409 –> 00:12:39,689
what they believe about the world and

321
00:12:39,889 –> 00:12:42,709
not just what product is available

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00:12:42,909 –> 00:12:44,689
the people who stood on line for six

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00:12:44,889 –> 00:12:46,370
hours to buy an iPhone when they first

324
00:12:46,570 –> 00:12:47,719
came out when you could have just walked

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00:12:47,919 –> 00:12:49,129
into the store the next week and bought

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00:12:49,330 –> 00:12:50,750
one off the shelf these are the people

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00:12:50,950 –> 00:12:54,169
who spent $40,000 on flat-screen TVs

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00:12:54,370 –> 00:12:55,759
when they first came out even though the

329
00:12:55,960 –> 00:12:58,579
technology was substandard and by the

330
00:12:58,779 –> 00:12:59,990
way they didn’t do it because the

331
00:13:00,190 –> 00:13:02,569
technology was so great they did it for

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00:13:02,769 –> 00:13:04,759
themselves it’s because they wanted to

333
00:13:04,960 –> 00:13:07,399
be first people don’t buy what you do

334
00:13:07,600 –> 00:13:09,169
they buy why you do it and what you do

335
00:13:09,370 –> 00:13:12,740
simply proves what you believe in fact

336
00:13:12,940 –> 00:13:14,059
people will do the things that prove

337
00:13:14,259 –> 00:13:17,000
what they believe the reason that person

338
00:13:17,200 –> 00:13:19,309
bought the iPhone on the first in the

339
00:13:19,509 –> 00:13:21,889
first six hours of stood in line for six

340
00:13:22,090 –> 00:13:24,620
hours was because of what they believed

341
00:13:24,820 –> 00:13:25,879
about the world and how they wanted

342
00:13:26,080 –> 00:13:27,979
everybody to see them they were first

343
00:13:28,179 –> 00:13:29,929
people don’t buy what you do they buy

344
00:13:30,129 –> 00:13:30,769
why you do it

345
00:13:30,970 –> 00:13:33,889
so let me give you a famous example a

346
00:13:34,090 –> 00:13:36,049
famous failure and a famous success of

347
00:13:36,250 –> 00:13:37,939
the law of diffusion of innovation first

348
00:13:38,139 –> 00:13:40,099
the famous failure it’s a commercial

349
00:13:40,299 –> 00:13:43,159
example as we said before a second ago

350
00:13:43,360 –> 00:13:45,139
the recipe for success is money and the

351
00:13:45,340 –> 00:13:46,129
right people in the right market

352
00:13:46,330 –> 00:13:47,419
conditions right you should have success

353
00:13:47,620 –> 00:13:51,139
then look at TiVo from the time TiVo

354
00:13:51,340 –> 00:13:52,429
came out about eight or nine years ago

355
00:13:52,629 –> 00:13:54,969
to this current day they are the single

356
00:13:55,169 –> 00:13:57,169
highest quality product on the market

357
00:13:57,370 –> 00:14:01,039
hands down there is no dispute they were

358
00:14:01,240 –> 00:14:03,139
extremely well-funded market conditions

359
00:14:03,340 –> 00:14:05,089
were fantastic I mean we use TiVo as a

360
00:14:05,289 –> 00:14:07,219
verb like TiVo stuff on my piece of junk

361
00:14:07,419 –> 00:14:12,409
Time Warner DVR all the time but t-bo’s

362
00:14:12,610 –> 00:14:15,079
commercial failure they’ve never made

363
00:14:15,279 –> 00:14:18,349
money and when they went IPO their stock

364
00:14:18,549 –> 00:14:20,089
was at about 30 or 40 dollars then

365
00:14:20,289 –> 00:14:21,559
plummeted and it’s never traded above

366
00:14:21,759 –> 00:14:23,659
ten in fact I don’t think it’s even

367
00:14:23,860 –> 00:14:25,669
traded above six except for a couple of

368
00:14:25,870 –> 00:14:28,129
little spikes because you see when TiVo

369
00:14:28,330 –> 00:14:29,990
launched their product they told us all

370
00:14:30,190 –> 00:14:32,719
what they had they said we have a

371
00:14:32,919 –> 00:14:36,049
product that pauses live TV skips

372
00:14:36,250 –> 00:14:38,750
commercials rewinds live TV and

373
00:14:38,950 –> 00:14:40,699
memorizes your viewing habits without

374
00:14:40,899 –> 00:14:44,569
you even asking and the cynical majority

375
00:14:44,769 –> 00:14:47,539
said we don’t believe you we don’t need

376
00:14:47,740 –> 00:14:49,250
it we don’t like it

377
00:14:49,450 –> 00:14:52,699
you’re scaring us what if they had said

378
00:14:52,899 –> 00:14:55,039
if you’re the kind of person

379
00:14:55,240 –> 00:14:57,909
who likes to have total control over

380
00:14:58,110 –> 00:15:01,998
every aspect of your life boy do we have

381
00:15:02,198 –> 00:15:04,639
a product for you it pauses live TV

382
00:15:04,839 –> 00:15:06,289
skips commercials memorizes your viewing

383
00:15:06,490 –> 00:15:10,008
habits etc etc people don’t buy what you

384
00:15:10,208 –> 00:15:11,508
do they buy why you do it and what you

385
00:15:11,708 –> 00:15:14,089
do simply serves as the proof of what

386
00:15:14,289 –> 00:15:16,418
you believe now let me give you a

387
00:15:16,619 –> 00:15:18,738
successful example of the law of

388
00:15:18,938 –> 00:15:21,918
diffusion of innovation in the summer of

389
00:15:22,119 –> 00:15:27,108
1963 250,000 people showed up on the

390
00:15:27,308 –> 00:15:28,938
mall in Washington to hear dr. King

391
00:15:29,139 –> 00:15:33,488
speak they sent out no invitations and

392
00:15:33,688 –> 00:15:36,279
there was no website to check the date

393
00:15:36,480 –> 00:15:40,818
how do you do that well dr. King wasn’t

394
00:15:41,019 –> 00:15:42,108
the only man in America

395
00:15:42,308 –> 00:15:44,238
who was the who’s a great orator he

396
00:15:44,438 –> 00:15:45,318
wasn’t the only man in America who

397
00:15:45,519 –> 00:15:46,578
suffered in a pre-civil Rights America

398
00:15:46,778 –> 00:15:50,328
in fact some of his ideas were bad but

399
00:15:50,528 –> 00:15:52,639
he had a gift he didn’t go around

400
00:15:52,839 –> 00:15:54,498
telling people what needed to change in

401
00:15:54,698 –> 00:15:56,209
America you know he went around and told

402
00:15:56,409 –> 00:15:58,548
people what he believed I believe I

403
00:15:58,749 –> 00:16:00,978
believe I believe he told people and

404
00:16:01,178 –> 00:16:03,318
people who believed what he believed

405
00:16:03,519 –> 00:16:05,358
took his cause and they made it their

406
00:16:05,558 –> 00:16:07,548
own and they told people and some of

407
00:16:07,749 –> 00:16:09,918
those people created structures to get

408
00:16:10,119 –> 00:16:12,318
the word out to even more people and lo

409
00:16:12,519 –> 00:16:16,039
and behold 250,000 people showed up on

410
00:16:16,240 –> 00:16:18,678
the right day on the right time to hear

411
00:16:18,879 –> 00:16:22,159
him speak how many of them showed up for

412
00:16:22,360 –> 00:16:23,948
him

413
00:16:24,149 –> 00:16:28,578
zero they showed up for themselves it’s

414
00:16:28,778 –> 00:16:31,008
what they believed about America that

415
00:16:31,208 –> 00:16:32,568
got them to travel on a bus for eight

416
00:16:32,769 –> 00:16:34,459
hours to stand in the Sun in Washington

417
00:16:34,659 –> 00:16:36,498
for in the middle of August it’s what

418
00:16:36,698 –> 00:16:38,298
they believed and it wasn’t about black

419
00:16:38,499 –> 00:16:40,698
versus white 25 percent of the audience

420
00:16:40,899 –> 00:16:44,029
was white dr. King believed that there

421
00:16:44,230 –> 00:16:45,558
were two types of laws in this world

422
00:16:45,759 –> 00:16:47,118
those that are made by a higher

423
00:16:47,318 –> 00:16:48,918
authority Authority and those that are

424
00:16:49,119 –> 00:16:51,318
made by man and not until all the laws

425
00:16:51,519 –> 00:16:53,928
that are made by man are consistent with

426
00:16:54,129 –> 00:16:55,248
the laws that are made by the higher

427
00:16:55,448 –> 00:16:57,008
authority will we live in a just world

428
00:16:57,208 –> 00:16:59,269
it just so happens that the civil rights

429
00:16:59,470 –> 00:17:01,668
movement was the perfect thing to help

430
00:17:01,869 –> 00:17:03,999
him bring his cause to life

431
00:17:04,199 –> 00:17:05,919
we followed him not for him but for

432
00:17:06,119 –> 00:17:08,289
ourselves and by the way he gave the I

433
00:17:08,490 –> 00:17:10,149
have a dream speech not the I have a

434
00:17:10,349 –> 00:17:16,419
planned speech listen to politicians now

435
00:17:16,619 –> 00:17:17,829
with the comprehensive 12-point plans

436
00:17:18,029 –> 00:17:20,559
they’re not inspiring anybody because

437
00:17:20,759 –> 00:17:21,909
there were leaders and there are those

438
00:17:22,109 –> 00:17:25,149
who lead leaders hold a position of

439
00:17:25,349 –> 00:17:28,559
power or authority but those who lead

440
00:17:28,759 –> 00:17:32,919
inspire us with other individuals or

441
00:17:33,119 –> 00:17:35,379
organizations we follow those who lead

442
00:17:35,579 –> 00:17:38,289
not because we have to but because we

443
00:17:38,490 –> 00:17:41,529
want to we follow those who lead not for

444
00:17:41,730 –> 00:17:46,180
them but for ourselves and it’s those

445
00:17:46,380 –> 00:17:49,149
who start with Y that have the ability

446
00:17:49,349 –> 00:17:53,289
to inspire those around them or find

447
00:17:53,490 –> 00:17:56,680
others who inspire them thank you very

448
00:17:56,880 –> 00:18:01,880
much

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