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How do you explain when things don't go as we assume? Or better, how do you explainwhen others are able to achieve things that seem to defy all of the assumptions? For example: Why is Apple so innovative? Year after year, after year, after year, they're more innovative than all their competition. And yet, they're just a computer company. They're just like everyone else. They have the same access to the same talent, the same agencies, the same consultants, the same media. Then why is it that they seem to have something different? Why is it that Martin Luther King led the Civil Rights Movement? He wasn't the only man who suffered in a pre-civil rights America, and he certainly wasn't the only great orator of the day. Why him? And why is it that the Wright brothers were able to figure out controlled, powered man flight when there were certainly other teams who were better qualified, better funded ... and they didn't achieve powered man flight, and the Wright brothers beat them to it. There's something else at play here.

当事情的发展出乎意料之外的时候,你怎么解释?换句话说,当别人似乎出乎意料地取得成功的时候,你怎么解释?比如说,为什么苹果公司创新能力这么强?这么多年来,年复一年, 他们比所有竞争对手都更加具有创新性。而其实他们只是一家电脑公司。他们跟其他公司没有任何分别,有同样的途径,接触到同样的人才,同样的代理商,顾问,和媒体。那为什

么他们就似乎有那么一点不同寻常呢?同样的,为什么是由马丁?路德?金来领导民权运动?那个时候在美国,民权运动之前,不仅仅只有他一个人饱受歧视。他也决不是那个时代唯一的伟大演说家。为什么会是他?又为什么怀特兄弟能够造出动力控制的载人飞机,跟他们相比,当时的其他团队似乎更有能力,更有资金,他们却没能制造出载人飞机,怀特兄弟打败了他们。一定还有一些什么别的因素在起作用。

About three and a half years ago I made a discovery. And this discovery profoundly changedmy view on how I thought the world worked, and it even profoundly changed the way in which I operate in it. As it turns out, there's a pattern. As it turns out, all the great and inspiring leaders and organizations in the world -- whether it's Apple or Martin Luther King or the Wright brothers -- they all think, act and communicate the exact same way. And it's the complete opposite to everyone else. All I did was codify it, and it's probably the world'ssimplest idea. I call it the golden circle.

大概三年半之前,我有了个新发现,这个发现完全改变了我对这个世界如何运作的看法。甚至从根本上改变了我的工作生活方式。那就是我发现了一种模式,我发现世界上所有伟大的令人振奋的领袖和组织,无论是苹果公司、马丁?路德?金还是怀特兄弟,他们思考、行动、交流沟通的方式都完全一样,但是跟所有其他人的方式完全相反。我所做的仅仅是

把它整理出来。这可能是世上最简单的概念。我称它为黄金圆环。

Why? How? What? This little idea explains why some organizations and some leaders are able to inspire where others aren't. Let me define the terms really quickly. Every single person, every single organization on the planet knows what they do, 100 percent. Some know how they do it, whether you call it your differentiated value proposition or your proprietary process or your USP. But very, very few people or organizations know why they do what they do. And by \result. By \What's your belief?Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care? Well, as a result, the way we think, the way we act, the way we communicate is from the outside in. It's obvious. We go from the clearest thing to the fuzziest thing. But the inspired leaders and the inspired organizations -- regardless of their size, regardless of their industry -- all think, act and communicate from the inside out.

为什么?怎么做?是什么? 这小小的模型就解释了为什么一些组织和领导者能够在别人不能的地方激发出灵感和潜力。我来尽快地解释一下这些术语。地球上的每个人,每个组织都明白自己做的是什么,百分之百。其中一些知道该怎么做,