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1、Howdoyouexplainwhenthingsdon'tgoasyourassume?orbetter,howdoyouexplainwhenothersareabletoachievethingsthantheseemstodefyalloftheassumptions.Forexample,whyisapplesoinnovative,yearafteryear,afteryear,afteryear,thantheyaremoreinnovativealltheircompetition.Andyet,theyarejustac
2、omputercompany,they’rejustlikeeveryoneelse.Theyhavethesameaccess,tothesametalent,thesameagencies,thesameconsultant,thesameMedias.Thenwhyisitthattheyseemtohavesomedifferent.whyisthatMartinLutherKingledtheCivilRightsMovement.Hewasn’ttheonlymenwhosufferedinapre-civilrightsAm
3、erica.Andhecertainlywasn’ttheonlygreatoratoroftheday,whyhim,andwhyisthattheWrightbrotherswasabletofigureoutcontrolpoweredmannedflight.Whentheyarecertainlyotherteamswhoarebetterqualified,betterfunded,andtheydidn’tachievepoweredmanflight,andtheWrightbrothersbeatthemtoit,the
4、reissomethingelseatplayhere.Aboutthreeandahalfyearago,ImadadiscoverandthisdiscoveryprofoundlychangedmyviewonhowIthoughtheworldworked,anditevenprofoundlychangedthewayinwhichIoperateinit.Anditturnsout-thereisapattern,anditturnsout,allthegreatandinspiringleadersandorganizati
5、onsintheworld,whetherit’sapple,orMartinLutherKingortheWrightbrothers,theyallthink,actandcommunicationtheexactsameway,andit’sthecompleteoppositetoeveryoneelse.AndIdidwascodifyit,anditprobablytheworld’ssimplestidea,Icallitgoldencircle.Why?How?What?Thislittleideasexplains,wh
6、ysomeorganizationsandsomeleadersareabletoinspirewhereothersaren’t.letmedefinethetermsreallyquickly,everysingleperson,everysingleorganizationontheplanetknowswhattheydo,100percent.Someknowhowtheydoit,whetheryoucallityourdifferentiatedvalueproposition,oryourproprietaryproces
7、soryourUSP.Butveryveryfewpeopleororganizationsknowwhytheydowhattheydo.Andby“why”Idon’tmean“tomakeaprofit”,thataresult,it’salwaysaresult.By“why”Imean:what’syourpurpose?What’syourcause?What’syourbelief?Whydoesyourorganizationexist?Whydoyougetoutofthebedinthemorning?Andwhysh
8、ouldanyonecare?Wellasaresult,thewaywethink,thewayweact,hewaywecommunicationisfromtheoutsidein.it
