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1、Howdoyouexplainwhenthingsdon'tgoasweassume??Orbetter,howdoyouexplain?whenothersareabletoachievethingsthatseemtodefyalloftheassumptions??Forexample:?WhyisApplesoinnovative??Yearafteryear,afteryear,?they'remoreinnovativethanalltheircompetition.?Andyet,they'rejustacomputercompany.?They'rejustli
2、keeveryoneelse.?Theyhavethesameaccesstothesametalent,thesameagencies,?thesameconsultants,thesamemedia.?Thenwhyisitthattheyseemtohavesomethingdifferent??WhyisitthatMartinLutherKingledtheCivilRightsMovement??Hewasn'ttheonlymanwhosufferedinpre-civilrightsAmerica,?andhecertainlywasn'ttheonlygrea
3、toratoroftheday.?Whyhim??AndwhyisitthattheWrightbrothers?wereabletofigureoutcontrolled,poweredmanflight?whentherewerecertainlyotherteams?whowerebetterqualified,betterfunded--?andtheydidn'tachievepoweredmanflight,?andtheWrightbrothersbeatthemtoit.?There'ssomethingelseatplayhere.01:17Aboutthre
4、eandahalfyearsago,Imadeadiscovery.?AndthisdiscoveryprofoundlychangedmyviewonhowIthoughttheworldworked,?anditevenprofoundlychangedthewayinwhichIoperateinit.?Asitturnsout,there'sapattern.?Asitturnsout,allthegreatinspiringleadersandorganizationsintheworld,whetherit'sAppleorMartinLutherKingorthe
5、Wrightbrothers,?theyallthink,actandcommunicatetheexactsameway.?Andit'sthecompleteoppositetoeveryoneelse.?AllIdidwascodifyit,?andit'sprobablytheworld'ssimplestidea.?Icallitthegoldencircle.02:07Why?How?What??Thislittleideaexplains?whysomeorganizationsandsomeleadersareabletoinspirewhereothersar
6、en't.?Letmedefinethetermsreallyquickly.?Everysingleperson,everysingleorganizationontheplanet?knowswhattheydo,100percent.?Someknowhowtheydoit,?whetheryoucallityourdifferentiatedvalueproposition?oryourproprietaryprocessoryourUSP.?Butvery,veryfewpeopleororganizationsknowwhytheydowhattheydo.?And
7、by"why"Idon'tmean"tomakeaprofit."?That'saresult.It'salwaysaresult.?By"why,"Imean:What'syourpurpose??What'syourcause?What'syourbelief??Whydoesyourorganizationexist??Whydoyougetoutofbedinthemorning??Andwhyshouldanyonecare??Asaresult,thewaywethink,wea
