Start With 'Why' - TED Talk from Simon Sinek — Transcript

Full transcript

1. 0:05how do you explain when things don't go
2. 0:07as we assume or better how do you
3. 0:10explain when others are able to achieve
4. 0:13things that seem to defy all of the
5. 0:15assumptions for example why is Apple so
6. 0:18Innovative year after year after year
7. 0:21after year they're more Innovative than
8. 0:23all their competition and yet they're
9. 0:25just a computer company they're just
10. 0:27like everyone else they have the same
11. 0:29access the same Talent the same agencies
12. 0:32the same Consultants the same media then
13. 0:34why is it that they seem to have
14. 0:36something
15. 0:37different why is it that Martin Luther
16. 0:40King led the Civil Rights Movement he
17. 0:43wasn't the only man who suffered in a
18. 0:45preil rights America and he certainly
19. 0:47wasn't the only great oror of the day
20. 0:49why him and why is it that the W
21. 0:53brothers were able to figure out
22. 0:55controlled powered man flight when there
23. 0:57were certainly other teams who were
24. 0:58better qualified better funed
25. 1:00did and they didn't achieve powered man
26. 1:04flight and the right Brothers beat them
27. 1:05to it there's something else at play
28. 1:09here why how what this little idea
29. 1:13explains why some organizations and some
30. 1:16leaders are able to inspire where others
31. 1:18aren't let me Define the terms really
32. 1:20quickly every single person every single
33. 1:23organization on the planet knows what
34. 1:25they do
35. 1:26100% some know how they do it with you
36. 1:30call it your differentiating value
37. 1:31proposition or your proprietary process
38. 1:33or your USP but very very few people or
39. 1:36organizations know why they do what they
40. 1:38do and by why I don't mean to make a
41. 1:40profit that's a result it's always a
42. 1:43result by why I mean what's your purpose
43. 1:45what's your cause what's your belief why
44. 1:48does your organization
45. 1:51exist why do you get out of bed in the
46. 1:53morning and why should anyone care well
47. 1:56as a result the way we think the way we
48. 1:58act the way we communicate is from the
49. 2:00outside in it's obvious we go from the
50. 2:01clearest thing to the fuzziest thing but
51. 2:04the inspired leaders and the inspir
52. 2:06inspired organizations regardless of
53. 2:09their size regardless of their industry
54. 2:11all think act and communicate from the
55. 2:13inside
56. 2:15out let me give you an example I use
57. 2:18apple because they're easy to understand
58. 2:19and everybody gets it if Apple were like
59. 2:22everyone else a marketing message from
60. 2:25them might sound like this we make great
61. 2:28computers they're beautifully designed
62. 2:31simple to use and user friendly want to
63. 2:34buy
64. 2:35one me and that's how most of us
65. 2:38communicate that's how most marketing is
66. 2:40done that's how most sales is done and
67. 2:41that's how most of us communicate
68. 2:42interpersonally we say what we do we say
69. 2:44how we're different or how we better and
70. 2:46we expect some sort of behavior a
71. 2:47purchase a vote something like that
72. 2:49here's our new law firm uh we have the
73. 2:51best lawyers with the biggest clients we
74. 2:53have you know we always perform for our
75. 2:54clients do business with us here's our
76. 2:56new car it gets great gas mileage it has
77. 2:59you know leather seats by our car but
78. 3:01it's uninspiring here's how Apple
79. 3:04actually
80. 3:06communicates everything we do we believe
81. 3:10in challenging the status quo we believe
82. 3:13in thinking
83. 3:14differently the way we challenge the
84. 3:16status quo is by making our products
85. 3:18beautifully designed simple to use and
86. 3:20user friendly we just happen to make
87. 3:23great computers want to buy
88. 3:25one totally different right you're ready
89. 3:28to buy a computer from me all I did was
90. 3:30reverse the order of the information
91. 3:31what it proves to us is that people
92. 3:33don't buy what you do people buy why you
93. 3:35do it people don't buy what you do they
94. 3:37buy why you do it this explains why
95. 3:40every single person in this room is
96. 3:42perfectly comfortable buying a computer
97. 3:44from Apple but we're also perfectly
98. 3:46comfortable buying an MP3 player from
99. 3:49Apple or a phone from Apple or a DVR
100. 3:51from Apple but as I said before Apple's
101. 3:54just a computer company there's nothing
102. 3:55that distinguishes them structurally
103. 3:57from any of their competitors their
104. 3:58competitors are all equally qualified to
105. 4:00make all of these products in fact they
106. 4:02tried a few years ago Gateway came out
107. 4:05with flat screen TVs they're eminently
108. 4:07qualified to make flat screen TVs
109. 4:08they've been making flat screen monitors
110. 4:10for years nobody bought
111. 4:13one but if you don't know why you do
112. 4:15what you do and people respond to why
113. 4:18you do what you do then how will anybody
114. 4:21how will you ever get people to to to to
115. 4:23vote for you or buy something from you
116. 4:24or more importantly be loyal and want to
117. 4:27be a part of what it is what that you do
118. 4:30again the goal is not just is to sell
119. 4:32people who need what you have the goal
120. 4:33is to sell to people who believe what
121. 4:34you believe the goal is not just to hire
122. 4:37people who need a job it's to hire
123. 4:40people who believe what you believe I
124. 4:43always say that you know there's uh if
125. 4:45you if you if you um hire people just
126. 4:49because they can do a job they'll work
127. 4:50for your money but if you hire people
128. 4:51who believe what you believe they work
129. 4:52for you with blood and sweat and tears
130. 4:55and nowhere nowhere else is there a
131. 4:56better example of this than with the R
132. 4:58Brothers most people don't know about
133. 5:00Samuel Pont Langley and back in the
134. 5:03early 20th century the pursuit of
135. 5:05powered man flight was like the do com
136. 5:07of the day everybody was trying it and
137. 5:09Samuel Pont Langley had what we assume
138. 5:12to be the recipe for success I mean even
139. 5:16now you ask people why did your product
140. 5:18or why did your company fail and people
141. 5:20always give you the per same permutation
142. 5:21of the same three things under
143. 5:23capitalized the wrong people bad market
144. 5:26conditions it's always the same three
145. 5:27things so let's explore that
146. 5:30Samuel Pont Langley was given $50,000 by
147. 5:34the war department to figure out this
148. 5:35flying machine money was no problem he
149. 5:38held a seat at Harvard and worked at the
150. 5:40Smithsonian and was extremely well
151. 5:43connected he knew all the big minds of
152. 5:44the day he hired the best mines money
153. 5:48could find and the market conditions
154. 5:50were fantastic the New York Times
155. 5:52followed him around everywhere and
156. 5:54everyone was rooting for Langley and how
157. 5:57come we've never heard of Samuel Pont
158. 5:59Langley
159. 6:00a few hundred miles away in Dayton
160. 6:02Ohio oral and Wilbur Wright they had
161. 6:05none of what we consider to be the
162. 6:08recipe for Success they had no money
163. 6:10they paid for their dream with the
164. 6:11proceeds from their bicycle shop not a
165. 6:13single person on the ripe Brothers team
166. 6:16had a college education not even Orville
167. 6:18or Wilbur and the New York Times
168. 6:20followed them around
169. 6:22nowhere the difference was Orville and
170. 6:25Wilbur were driven by a cause by a
171. 6:27Purpose By A belief they believed that
172. 6:29if they could figure out this flying
173. 6:31machine it'll change the course of the
174. 6:35world Samuel Pont Langley was different
175. 6:38he wanted to be rich and he wanted to be
176. 6:39famous he was in pursuit of the result
177. 6:42he was in pursuit of the riches and lo
178. 6:45and behold look what happened the people
179. 6:47who
180. 6:48believed in the W brother's dream worked
181. 6:50with them with blood and sweat and tears
182. 6:52the others just worked for the paycheck
183. 6:55and they tell stories of how every time
184. 6:56the rri brothers went out they would
185. 6:58have to take five sets of parts because
186. 6:59that's how many times they would crash
187. 7:01before they came in for
188. 7:03supper and eventually on December 17th
189. 7:071903 the R Brothers took flight