英语流利说 Level7 Unit1 Part2 : How Leaders Inspire Us
Simon Sinek: How great leaders inspire action
TEDxPuget Sound • 18:04 • Posted May 2010
How great leaders inspire action
伟大的领导人如何激励他人行动
L7-U1-P2: How Leaders Inspire Us 1
1
how do you explain when things don’t go as we assume?
你如何解释事与愿违的现象？
2
or better, how do you explain when others are able to achieve things that seem to defy all of the assumptions?
或者说，如何解释他人因异于常人而达成的成就？
3
for example: why is Apple so innovative?
举个栗子：为啥苹果公司非常有创新精神？
4
year after year, after year, after year, they’re more innovative than all their competition.
年复一年，苹果封神。
5
and yet, they’re just a computer company, they’re just like everyone else.
然而，他们只是个电脑公司，与常人一般。
6
they have the same access to the same talent, to the same agencies, to the same consultants, to the same media.
他们有同样的人才，同样的销售代理商，同样的咨询顾问，同样的媒体。
7
then why is it that they seem to have something different?
为啥就是他们看上去不一样呢？
why is it表强调
eg：why is it that he seems to be so stupid
8
why is it that Martin Luther King led the Civil Rights Movement?
为啥偏偏是马丁·路德·金领导了民权运动？
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he wasn’t the only man who suffered in pre-civil rights America?
他不是唯一一个在美国民权法案出台前遭受歧视的人。
America前面省略了介词in
10
and he certainly wasn’t the only great orator of the day, why him?
他也绝逼不是当时最好的演讲者，为啥偏偏历史选中了他？
of the day 当时的；当代的
of the 听起来像all her
11
And why is it that the Wright brothers were able to figure out controlled, powered manned flight？
为啥就是莱特兄弟能够搞出可控制，动力载人飞行器？
注：controlled, powered manned flight这个词是演讲者的原创
12
when there were certainly other teams who were better qualified, better funded.
当时也有其它团队有资格，有资金。
13
and they didn’t achieve powered manned flight, the Wright Brothers beat them to it.
他们没有搞出动力载人飞行器，莱特兄弟捷足先登了。
beat somebody to it 比某人抢先一步做了某事
eg：I was about to finish the competition and won the prize, then at the time a man beat me to it.
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there’s something else at play here.
有什么东西在起作用。
at play 起作用
eg：I didn't know what's the problem, but I was certainly sure that there was something that out of my sight at play here.
15
about three and a half years ago, I made a discovery.
大约3.5年前，我有了个发现。
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and this discovery profoundly changed my view on how I thought the world works.
这个发现深刻地改变了我对这个世界运行方式的看法。
末尾这个work后缀是什么听不出来，但是推断应该是works，用一般现在时，因为世界总是在运行，为一个常态
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and it even profoundly changed the way in which I operate in it.
它甚至深刻地改变了我的行为。
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as it turns out, there’s a pattern.
事实证明，此间有玄机。
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as it turns out, all the great and inspiring leaders and organizations in the world.
事实证明，世上所有伟大、具有号召力的领导和组织。
20
whether it’s Apple or Martin Luther King or the Wright Brothers,
不论是苹果还是马丁·路德·金还是莱特兄弟，
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they all think, act and communicate the exact same way.
他们都用同样的方式思考、行动和沟通。
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and it’s the complete opposite to everyone else.
这完全与所有人相反
eg：his answer was the complete opposite to everyone else.
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all I did was codify it, and it’s probably the world’s simplest idea.
我所做的就是整理它，这可能是世界上最简单的概念。
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I call it the Golden Circle.
我称之为黄金圈。
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why, how, what.
为什么做，怎样做，做什么
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this little idea explains why some organizations and some leaders are able to inspire where others aren’t.
这小小的概念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。
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let me define the terms really quickly.
让我来快速定义一下这个术语。
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every single person, every single organization on the planet knows what they do, one hundred percent.
地球上的每一个人，每一个组织都直到他们在做什么，百分百地知道。
29
some know how they do it, whether you call it your differentiated value proposition or your proprietary process or your USP.
一些人知道他们是怎么做的，无论你称之为差异化价值主张或是专用流程或是专利。
proposition n. [数] 命题；提议；主题；议题
proprietary adj. 专卖的，专营的；所有的，所有权的
USP 美国专利（United States Patent）
这句算是整篇里面听力的一个难点了
30
but very very few people or organizations know why they do what they do.
但是很少人和组织知道为什么他们这么做。
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and by “why”, I don’t mean “to make a profit”.
说到“为什么”，我并不是说要“实现盈利”。
32
that’s a result, it’s always a result.
这只是个结果，也总是个结果。
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by why, I mean what’s your purpose, what’s your cause, what’s your belief.
说到为什么，我的意思是说你的目的，理由，信念是什么。
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why does your organization exist?
为什么你的组织存在？
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why do you get out of bed in the morning, and why should anyone care?
为什么你在早晨起床以及为什么别人在意你？
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as a result, the way we think, the way we act, the way we communicate is from the outside in, it’s obvious.
因此，很明显，我们思考、行动、沟通的方式是由外到内的。
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so we go from the clearest thing to the fuzziest thing.
我们从清晰走向模糊。
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but the inspired leaders and the inspired organizations.
但是卓越的领导和组织。
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regardless of their size, regardless of their industry.
不管他们的规模和产业。
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all think, act and communicate from the inside out.
他们的思考、行动、沟通都是由内向外的。
L7-U1-P2: How Leaders Inspire Us 2
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so let me give you an example.
举个栗子吧。
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I use Apple because they’re easy to understand and everybody gets it.
我使用苹果产品是因为苹果产品容易使用并且人们都会用。
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if Apple were like everyone else, our marketing message from them might sound like this:
如果苹果公司和其他公司一样，他们的广告词可能是这样的：
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we make great computers, they’re beautifully designed, simple to use and user friendly.
我们的电脑贼棒，设计精美，操作简单，对用户友好。
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want to buy one? meh.
想买一个不？嘎嘎。
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and that’s how most of us communicate.
这是我们中的多数人沟通的方式。
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that’s how most marketing is done and that’s how most sales are done, and that’s how most of us communicate interpersonally.
这是大部分营销和销售广告词的套路，也是我们中的大多数与人沟通的方式。
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we say what we do, we say how we’re different or how we’re better and we expect some sort of behavior, a purchase, a vote, something like that.
我们会说我们做了什么，我们多么地不同，多么地优秀，我们期待某种行为，一次购买，一个投票，诸如此类。
比如朋友圈中经常发很晚下班的自拍，他们就是在说自己加班很晚，他们期待一个点赞，一句夸奖等等，按照作者的方式，应该拍张图，然后加一句：“我们迷茫彷徨，我们巍然矗立”
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here’s our new law firm, we have the best lawyers with the biggest clients, we have, you know, we always perform for our clients.
这是我们的新律师事务所，我们有最好的律师以及最大的客户，懂我意思吧，我们一心为客户。
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here’s our new car, it gets great gas-mileage, it has, you know, leather seats, buy our car.
这是我们的新款车，极其省油，拥有皮革座椅，买一个吧。
gas-mileage 每英里汽油消耗量；一加仑汽油所行驶的里程
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but it’s uninspiring.
但是不令人心动。
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here’s how Apple actually communicates.
以下是苹果的做法。
文中所说的苹果公司广告视频
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everything we do, we believe in challenging the status quo.
我们相信我们做的每一件事都是在挑战现状。
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we believe in thinking differently.
我们与众不同地思考。
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the way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.
我们挑战现状的方式就是使我们的产品设计精美，操作简单，对用户友好。
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we just happened to make great computers, want buy one?
我们只是碰巧做了不错的电脑，要买个吗？
happened to 碰巧
eg：we just happened to have the same answer.
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totally different, right? you’re ready to buy a computer form me.
完全不同，对吧？你准备从我这买个电脑了。
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all I did was reverse the order of the information.
我就是调换了下信息的顺序。
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what it proves to us is that people don’t buy what you do, people buy why you do it.
这说明，人们不为你做的事买单，人们为你的信念买单。
比如：钻石恒久远，一颗永流传。
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this explains why every single person in this room is perfectly comfortable buying a computer from Apple.
这解释了为什么在座的每一个人都很愿意从苹果公司买个电脑。
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but we’re also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple or a DVR from Apple.
我们也很乐意从苹果公司买一个MP3或手机或DVR。
DVR 硬盘录像机（Digital Video Record）
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but as I said before, Apple’s just a computer company.
就像我之前说的，苹果公司就是个卖电脑的。
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there’s nothing that distinguishes them structurally from many of their competitors.
没有什么东西能把苹果公司与他的竞争者真正区分开。
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they’re competitors are all equally qualified to make all of these products.
他们的竞争者也同样有能力做出那些产品。
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in fact, they tried.
事实上，他们尝试过。
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a few years ago, Gateway came out with flat screen TVs.
几年前, Gateway 首次推出了平板电视。
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they’re eminently qualified to make flat screen TVs.
他们完全有资格制作平板电视。
eminetly adv. 非常，特别，极其（含褒义）；突出地；显著地
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they’ve been making flat screen monitors for years.
他们做平板显示器很多年了。
have been doing 现在完成进行时态
eg：I have been doing my housework and maybe I will need another ten minutes I will have finished it.
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nobody bought one.
却无人问津
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Dell came out with MP3 players and PDAs, and they make great quality products and they can make perfectly well-designed products.
戴尔是做MP3播放器和掌上电脑的，他们做高质量的产品，他们也能做设计非常完美的产品。
PDA abbr. 个人数字助理（等于Personal Digital Assistant）；秀恩爱（Public Display of Affection）
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and nobody bought one.
还是无人问津。
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in fact, talking about it now, we can’t even imagine buying an MP3 player from Dell.
事实上，现在说起这个，我们无法想象从戴尔公司买一个MP3播放器。
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why would you buy an MP3 player from a computer company?
为啥你从一个电脑公司买一个MP3播放器
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but we do it every day.
但是我们每天都在这么做。
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people don’t buy what you do, they buy why you do it.
人们不买你做的事，人们买你的信念。
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the goal is not to do business with anybody with everybody who needs what you have.
我们的目标不是与需要你的人共事。
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the goal is to do business with people who believe what you believe.
我们的目标是与认同你的信念的人共事。
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here’s the best part, none of what I’m telling you is my opinion.
接下来是最重要的部分，所有我告诉你们的东西都不是我的想法。
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it’s all grounded in the tenets of biology, not psychology, biology.
这一切都是基于生物学的原理，而不是心理学，是生物学。
be grounded in 以...为基础；以...为根据
physiology 生理学
eg：The artificial intelligence is grounded in the tenets of mathematics.
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if you look at a cross-section of the human brain, looking from the top down.
如果你从上往下看人类大脑的横截面。
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what you see is the human brain that is actually broken into three major components that correlate perfectly with the Golden Circle.
你会看见人类大脑被分成3个主要部分，与黄金圈完美相关。
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our newest brain, our homo sapiens brain, our neocortex, corresponds with the What level.
我们最年轻的大脑部分，我们的智人大脑，我们的大脑皮层，与What这一层符合。
newest brain, homo sapiens brain,neocortex这三个部分是同一个，只是不同的称呼
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the neocortex is responsible for all of our rational and analytical thought and language.
大脑皮层负责我们所有的理性和逻辑思考以及语言。
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the middle two sections make up our limbic brains.
中间的两部分组成了我们的边缘大脑。
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and our limbic brains are responsible for all of our feelings, like trust and loyalty.
我们的边缘大脑负责我们所有的情感，比如信任和忠诚。
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it’s also responsible for all human behavior, all decision-making and it has no capacity for language.
他也负责所有的人类行为，所有的决策，但是没有语言功能。
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in other words, when we communicate from the outside in.
换句话说，当我们从外向内沟通的时候。
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yes, people can understand vast amounts of complicated information like features and benefits and facts and figures.
使得，人们可以理解大量的复杂信息，比如特点，利益，事实和数字。
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it just doesn’t drive our behavior.
就是不能左右我们的行为。
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when we communicate from the inside out, we are talking directly to the part of the brain that controls behavior.
当我们由内向外沟通的时候，我们是直接和大脑控制行为的部分对话。
limbic brains控制情感和行为
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and we allow people to rationalize it with the tangible things we say and do.
我们使得人们对我们的行为合理化。
动之以情，然后晓之以理
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this is where gut decisions come from.
直觉决策就是这么来的。
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you know, sometimes you can give somebody all the facts and figures.
有时候，你可以给人所有的事实和数据。
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and they say, I know what all the facts and details say, but it just doesn’t feel right.
然后他们说：“我知道所有的事实和数据意味着什么，但就是哪里怪怪的。”
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why would we use that verb, it doesn’t feel right.
为什么我们用“感觉怪怪的”这个词。
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because the part of the brain that controls decision-making doesn’t control language.
因为控制决策的脑部区域不控制语言。
只可意会不可言传
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and the best we can muster up is, I don’t know, it just doesn’t feel right.
我们想来想去只好说，“我不知道为什么，就是感觉不对。”
muster up 振作；鼓起
eg：we should master up, the work will be finshed soon.
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or sometimes you say, you’re leading with your heart, you’re leading with your soul.
有时你会说，我在追随内心或是灵魂。
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I hate to break it to you, those aren’t other body parts controlling your behavior.
偷偷地告诉你，不是身体的某个部位控制着你的行为。
break...to... 向…透露
eg：I don't want break your secret to your girlfriend, but she is my best sister, I don't want you to hurt her.
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it’s all happening here and in your limbic brain, the part of the brain that controls decision-making and not language.
都发生在你的边缘大脑这里，这个部分控制决策但是不控制语言。
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but if you don’t know why you do what you do, and people respond to why you do what you do.
但是如果你不知道你为啥这么做，人们的反应就会告诉你你为什么这么做。
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then how will anybody, how will you ever get people to vote for you, or buy something from you, or more importantly, be loyal.
无论任何人，或者你如何让人给你投票，或从你着购买东西，更重要的是，对你忠诚。
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and want to be a part of what it is that you do.
（让其他人）成为你所做事情的一部分。
这3句，我认为作者是想说，你都不知道自己为啥做事，人们如何信任你呢？但是你做事的方式却会影响人们对你的判断。
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again, the goal is not just to sell to people who need what you have, the goal is to sell to people who believe what you believe.
再说一次，我们的目标不是卖给需要我们的人，而是卖给认同我们信念的人。
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the goal is not just to hire people who need a job, it’s to hire people who believe what you believe.
我们的目标不是雇佣需要工作的人，而是雇佣认同我们理念的人。
其实这一个套路已经渐渐失效了，在中国，没有哪个年轻人会因为情怀、信念去一个地方工作，没钱、画大饼，尽早拜拜。
106
I always say that, you know, if you hire people just because they can do a job, they’ll work for your money.
我总是说，如果你招人只是因为他们能做这个工作，他们就只为钱而工作。
107
but you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.
如果你招那些认同你的信念的人，他们就会为用血泪汗水你拼命工作。
108
and nowhere else is there a better example than this with the Wright Brothers.
在这，没有哪个例子比莱特兄弟更适合了。
L7-U1-P2: How Leaders Inspire Us 3
109
most people don’t know about Samuel Pierpont Langley.
许多人不认识Samuel Pierpont Langley。
110
and back in the early 20th century, the pursuit of powered manned flight was like the dot com of the day, everybody was trying it.
回到20世纪初期，人们对载人飞机的追捧就如同人们对现在的互联网的追捧，每个人都在尝试造飞机。
111
and Samuel Pierpont Langley had what we assume to be the recipe for success.
Samuel Pierpont Langley拥有我们所认为的成功的要素。
112
I mean, even now, when you ask people, why did your product, why did your company fail?
我的意思是，当你问人们，为什么你的产品失败？为什么你的公司失败？
113
and people always give you the same permutation of the same three things.
人们总是告诉你相同的3个因素。
演讲者在这里有点小小的口误，听起来像是permu thing permutation
114
under-capitalized, the wrong people, bad market conditions.
资金不足，选错人，大环境不好。
115
it’s always the same three things, so let’s explore that.
总是相同的3个因素，所以我们来研究下。
116
Samuel Pierpont Langley was given 50,000 dollars by the War Department to figure out this flying machine.
美国陆军部给了Samuel Pierpont Langley 50000美元去研究这个飞行器。
war department 美国陆军部
117
money was no problem.
钱不是问题。
118
he held a seat at Harvard and worked at the Smithsonian, and it was extremely well-connected.
他在哈佛任职，在史密森学会工作，人脉甚广。
well-connected adj. 有好亲戚的；出身名门的；血统关系好的；精心构思的
119
he knew all the big minds of the day.
他认识当时的所有大人物。
120
he hired the best minds money could find, and the market conditions were fantastic.
他雇佣着钱能找到的最接触的人才，市场情况一片良好。
121
The New York Times followed him around everywhere, and everyone was rooting for Langley.
纽约时报随处跟着他，所有人都支持Langley。
root for... 支持...
122
and how come we’ve never heard of Samuel Pierpont Langley.
那我们咋就没听说过Samuel Pierpont Langley呢？
123
a few hundred miles away in Dayton, Ohio, Orville and Wilbur Wright.
几百英里外的俄亥俄州，代顿市，Orville和Wilbur Wright。
124
they had none of what we consider to be the recipe for success.
他们没有我们认为的成功的要素。
125
they had no money, they paid for their dream with the proceeds from their bicycle shop.
他们没钱，他们用自己修车店挣到的钱来承载梦想。
proceed vi. 开始；继续进行；发生；行进；n. 收入，获利
126
not a single person on the Wright Brothers’ team had a college education, not even Orville or Wilbur.
在莱特兄弟的团队中没有一个人受过大学教育，即便是Orville或Wilbur。
127
and the New York Times followed them around nowhere.
纽约时报不理会他们。
128
the difference was Orville and Wilbur were driven by a cause, by a purpose, by a belief.
不同的是，Orville和Wilbur被一个理由，一个目的，一个信念所驱动。
129
they believed that if they could figure out this flying machine, it’ll change the course of the world.
他们认为如果他们能搞出飞行器，这将改变世界的进程。
course n. 科目；课程；过程；进程；道路；路线，航向；一道菜
130
Samuel Pierpont Langley was different.
Samuel Pierpont Langley不一样。
131
he wanted to be rich and he wanted to be famous.
他想变得富有和出名。
132
he was in pursuit of the result, he was in pursuit of the riches.
他追求结果，追求财富。
in pursuit of 追求
133
and lo and behold, look what happened.
瞧瞧，发生了啥。
lo int. 瞧，看哪（表示惊讶或用以引起注意）
behold vt. 看；注视；把...视为
lo and behold 你瞧（表示惊讶的感叹词）
134
the people who believed in the Wright Brothers’ dream worked with them with blood and sweat and tears.
相信莱特兄弟梦想的人付出鲜血、汗水、泪水与他们共事。
135
the others just worked for the paycheck.
其他人只为支票工作。
136
they tell stories of how every time the Wright Brothers went out, they would have to take five sets of parts.
有故事说每一次莱特兄弟外出，他们必会带5套零件。
137
because that’s how many times they would crash before they came in for supper.
因为这是他们在吃完饭之前需要经历这么多次失败。
莱特兄弟在这里应该是立了一个量化目标，每天必须失败多少多少次，才算合格，这和每天学习然后打卡应该是一个逻辑
138
and eventually, on December 17th 1903, the Wright Brothers took flight.
最终在1903年12月17号，莱特兄弟试飞成功。
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and no one was there to even experience it.
当时没人体验过这架飞机。
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we found out about it a few days later.
几天之后我们才知道这个消息。
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and further proof that Langley was motivated by the wrong thing.
这进一步证明了Langley没有被正确的事情激励。
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the day the Wright Brothers took flight, he quit.
莱特兄弟试飞成功的那一天，他退出了。
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he could’ve said, that’s an amazing discovery, guys, and I will improve upon your technology, but he didn’t.
他本可以说：”小老弟，这太棒了，我会改进你们的技术。“但是他没这么做。
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he wasn’t first, he didn’t get rich, he didn’t get famous, so he quit.
他不是第一个，他没有变得富有和出名，所以他退出了。
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people don’t buy what you do they buy why you do it.
人们不买你的东西而买你的信念。
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and if you talked about what you believe, you will attract those who believe what you believe.
如果你谈到你相信什么，你就会吸引到那些认同你的信念的人。
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but why is it important to attract those who believe what you believe?
吸引到那些认同你的信念的人为什么这么重要呢？
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something called the law of diffusion of innovation, and if you don’t know the law, you definitely know the terminology.
有人称之为创新扩散定理，如果你不知道这个定律，你一定知道这个术语。
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the first two and a half percent of our population are our innovators.
人口中的前2.5%是我们的创新者。
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the next thirteen and a half percent of our population are our early adopters.
接下来的13.5%是我们的早期接受者。
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the next thirty four percent are your early majority, your late majority and your laggards.
接下来的34%是早期的大多数，晚期大多数以及落后者。
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the only reason these people buy touch-tone phones is because you can’t buy rotary phones anymore.
这些人买按键手机的唯一理由是再也买不到手轮电话了。
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we all sit at various places at various times on the scale.
在这个范围内，不同的时间，我们在不同的位置。
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but what the law of diffusion of innovation tells us is that if you want to mass-market success or mass-market acceptance of an idea.
但是创新扩散定律告诉我们，如果你想在市场上获得成功，或是让市场接受一个想法。
mass-market adj. 面向大众的，大众市场的，适销对路的；销售量大的，畅销的
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you cannot have it until you achieve these tipping point between fifteen and eighteen percent market penetration, and then the system tips.
你只有达到15%到18%市场渗透率临界点的时候才能成功，在这点之后，市场被引爆。
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and I love asking businesses, what’s your conversion on new business?
我喜欢问一些公司：”你的新事业怎么样呀？“
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they love to tell you, oh, it’s about ten percent, proudly.
他们喜欢说：”哦，10%市场占有率。“还骄傲得一比。
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well, you can trip over ten percent of the customers.
当你搞定了10%的客户的时候。
trip over 被…绊倒（在这里引申为搞定）
这18篇ted演讲的难度就在于很多次只能用意译去理解，在中文世界里和这些词组、意群不好一一对应
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we all have about ten percent who just get it.
我们都有10%的市场占有率。
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that’s how we describe them, right?
这就是我们的回答，对吗？
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that’s like that gut feeling, oh, they just get it.
那就象内心的感觉。“哦，他们就只是了解。”
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the problem is how do you find the ones that “just get it” before you doing business with them versus the ones who don’t get it.
问题是，与不了解你们产品的人相比，在你开始生意前，你如何找到那些稍微了解你的产品的人。
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so it’s this here, this little gap that you have to close, as Jeffrey Moore calls it crossing the chasm.
所以就是这里，你必须去填补的小空隙，就是Jeffrey Moore所说的”跨越鸿沟“。
在Jeffrey Moore前后演讲者有些口误，所以听起来不是很明朗，但这就是练习听力的目的所在
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because you see the early majority will not try something until someone else has tried it first.
因为早期的大多数在别人已经试过之前不会去尝试新产品。
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and these guys, the innovators and the early adopters, they’re comfortable making those gut decisions.
而创新者和早期接收者非常乐意做那些直觉决策。
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they’re more comfortable making those intuitive decisions that are driven by what they believe about the world.
他们非常乐意做出符合他们世界观的直觉决策。
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and not just what product is available.
而不仅仅是哪个产品好用。
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these are the people who stood in line for six hours to buy an iPhone when they first came out.
他们是愿意在苹果产品首次发布的时候排队6小时去购买的人。
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when you could’ve just walked into the store in the next week and bought one off the shelf.
而你本可以在下周走进零售店买个现成的。
off the shelf 现成的，不用定制的
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these are the people who spent 40,000 dollars on flat screen TVs when they first came out, even though the technology was substandard.
他们是在平板电视第一次推出的时候，敢花40000美元购买的人，即便当时技术还不成熟。
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and by the way, they didn’t do it because the technology was so great, they did it for themselves.
顺便说下，他们不是因为科技牛逼而买，他们是为了自己而买。
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it’s because they wanted to be first.
因为他们想成为第一个。
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people don’t buy what you do, they buy why you do it, and what you do simply proves what you believe.
人们不买你的产品，人们买你的信念，你做的事直接证明你的信念。
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in fact, people will do the things that prove what they believe.
事实上，人们会做证明自己信念的事。
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the reason that person bought the iPhone in the first six hours, stood in lines for six hours.
那些排队6个小时去买iPhone的人的理由是：
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was because of what they believed about the world, and how they wanted everybody to see them, they were first.
是因为他们的世界观，以及他们希望所有人都看到他们，他们是第一个。
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people don’t buy what you do, they buy why you do it.
人们不买你的产品，人们买你的信念。
L7-U1-P2: How Leaders Inspire Us 4
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so let me give you a famous example, a famous failure and a famous success of the law of diffusion of innovation.
所以让我来给你讲一个著名的案例，关于创新扩散定律的一个著名的失败案例和一个著名的成功案例。
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first the famous failure.
首先是这个失败的案例。
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it’s a commercial example.
这是一个商业失败案例。
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as we said before a second ago, the recipe for success is money and the right people and the right market conditions, right? you should have success then.
就像我们刚才说的，成功的要素是钱，好同事，好的大环境，对吧？拥有这些你就应该成功。
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look at TiVo.
看下TiVo。
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from the time TiVo came out about eight or nine years ago to this current day.
从TiVo出现到现在的8-9年间。
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they’re the single, highest quality product on the market, hands-down, there is no dispute.
他们是市场上唯一有高质量产品的公司，这一点毫无疑问。
hands-down和there is no dispute都是没有争议的意思。
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they’re extremely well-funded, their market conditions were fantastic.
他们资金相当充足，市场大环境一片好。
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I mean, we use TiVo as a verb.
如果你把TiVo当作动词。
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I TiVo stuff on my piece of junk Time Warner DVR all the time.
我经常把东西蒂沃到我那台老旧的华纳数码视频录像机里面。
TiVo公司的产品可以用来录电视节目，并且删除广告，这在没有网络流媒体的时代可谓神器，放到现在一个视频会员就能解决。
piece of junk用在这里引申为“老旧的，不中用的”
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but TiVo’s commercial failure.
但是TiVo失败了。
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they’ve never made money.
他们没挣到钱。
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and when they went IPO, their stock was at about thirty or forty dollars and then plummeted, and it’s never traded above ten.
当他们上市的时候，他们的股价是30-40美金，然后断崖式下跌，再也没超过10了。
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in fact, I don’t think it’s even traded above six, except for a couple of little spikes.
事实上，我认为他的股价甚至没有超过6元，除了一些小峰值。
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because you see, when TiVo launched their product, they told us all what they had.
因为当TiVo发布他们的产品的时候，他们告诉了我们他们产品怎么样。
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they said we have a product that pauses live TV, skips commercials, rewinds live TV and memorizes your viewing habits without you even asking.
他们说：“我们的产品能够暂停电视直播，跳过广告，回看电视直播以及默默记住你的观看爱好。”
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and the cynical majority said,
然后保守的大多数就会说：
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we don’t believe you, we don’t need it, we don’t like it, you are scaring us.
我们不相信你，我们不需要它，我们不喜欢它，你在吓我们呢。
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what if they had said,
如果他们这么说：
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if you are the kind of person who likes to have total control over every aspect of your life, boy, do we have a product for you?
如果你是想要掌控自己人生的人，兄弟，哥几个给你做个产品如何？
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it pauses live TVs, skips commercials, memorizes your viewing habits, etc and etc.
它能够暂停电视直播，跳过广告，记住你的观看爱好，诸如此类。
etc abbr. 等等，及其他 (et cetera)
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people don’t buy what you do, they buy why you do it, and what you do simply serves as the prove of what you believe.
人们不买你的产品而买你的信念，你做什么就会证明你相信什么。
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now let me give you a successful example of the law of diffusion of innovation.
让我给你们介绍一个关于创新扩散定律的成功案例。
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in the summer of 1963, 250,000 people showed up on the mall in Washington to hear Dr. King’s speak.
1963年夏天，250000人出现在华盛顿广场去听马丁博士的演讲。
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they sent out no invitations, and there was no website to check the date.
他们没有发出邀请函，当时也没有网站去查看日期。
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how do you do that?
怎么做到的？
这句询问对象看上去是“你”，也就是台下的观众，有点突兀，所以我认为应该理解为“当时的那群人怎么就聚在一起听金博士演讲了呢？”
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well, Dr King wasn’t the only man in America, who was a great orator.
马丁博士不是美国唯一的接触演说家。
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he wasn’t the only man in America who suffered in a pre-civil rights America.
他不是唯一一个在民权运动之前遭受苦难的美国人。
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in fact, some of his ideas were bad.
事实上，他的一些想法不咋地。
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but he had a gift.
但是他有种天赋。
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he didn’t go around telling people what needed to change in America.
他没有四处游说告诉人们美国需要什么变化。
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he went around and told people what he believed.
他四处游说告诉人们他相信什么。
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I believe, I believe, I believe, he told people.
我相信，我相信，我相信，他给人们这样说。
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and people who believed what he believed took his cause, and they made it their own, and they told people.
而那些与他有同样信念的人受到了他的启发，他们也开始把自己的信念告诉别人。
take someone's cause 接受某人的观念
made it their own 把...变成自己的东西
eg：I believed what he proved and took his cause, and I made it my own, and I told people.
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and some of those people created structures to get the word out to even more people.
其中一些人把这些东西组织起来，传播给更多人。
get the word out 帮助宣传
eg：I have just opened a hot pot restaurant, could you please help me get the word out to even more people, I can give you some coupons.
213
and lo and behold, 250,000 people showed up on the right day, on the right time, to hear him speak.
瞧瞧，250000人在同一天、同一时间去听他的演讲。
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how many of them showed up for him?
多少人是为他而来？
215
zero, they showed up for themselves.
没有一个，他们是为自己而来。
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it’s what they believed about the America that got them to travel in a bus for eight hours to stand in the sun in Washington in the middle of August.
是他们自己对美国的信念使得他们坐8小时汽车，站在8月中旬的华盛顿太阳底下听他演讲。
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it’s what they believed, then it wasn’t about black verses white, twenty five percent of the audience was white.
是他们所相信的，而不是黑白人种族对抗，25%的听众是白人。
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Dr King believed that there are two types of laws in this world.
马丁博士相信世上有2种法律。
219
those that are made by a higher authority and those that are made by men.
一种是权力机构定的，一种是大众定的。
220
and not until all the laws that are made by men are consistent with the laws that are made by the higher authority will we live in a just world.
只有当人民自己制定的法律和权力机构制定的法律保持一致的时候，我们才能生活在公正的世界里。
221
it just so happened that the civil-rights movement was the perfect thing to help him bring his cause to life.
碰巧，民权运动是帮助他实现目标的最佳途径。
bring one's cause to life 把目标变为现实，cause可替换为dream等。
eg：I just wanted to bring my dream to life.
222
we followed not for him but for ourselves.
我们不是追随他，是追随我们自己。
223
and by the way, he gave the I Have A Dream speech not I Have A Plan speech.
顺便说下，他的演讲叫“我有一个梦想”而不是“我有一个计划”。
224
listen to politicians now with their comprehensive 12-point plans, they’re not inspiring anybody.
听一下现在政客们的综合12点计划，这不激励任何人。
225
because there are leaders and there are those who lead.
因为一种是领导，一种是领导者。
226
leaders hold a position of power or authority, but those who lead inspire us.
领导拥有权力、地位，但是领导者激励我们。
227
whether they’re individuals or organizations, we follow those who lead not because we have to but because we want to.
不管是个人还是机构，我们追随领导者，不是因为我们不得不追随，而是我们想要追随。
228
we follow those who lead not for them, but for ourselves.
我们跟随领导者不是为了他们，而是为了我们。
229
and it’s those who start with why that have the ability to inspire those around them or find others who inspire them.
就是那些思考“为什么”的人能够激励周围的人或者找到激励自己的人。
230
thank you very much.
感谢老铁。
