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HowgreatleadersinspireactionHowdoyouexplainwhenthingsdon'tgoasweassume?Orbetter,howdoyouexplainwhenothersareabletoachievethingsthatseemtodefyalloftheassumptions?Forexample:WhyisApplesoinnovative?Yearafteryear,afteryear,they'remoreinnovativethanalltheircompetition.Andyet,they'rejustacomputercompany.They'rejustlikeeveryoneelse.Theyhavethesameaccesstothesametalent,thesameagencies,thesameconsultants,thesamemedia.Thenwhyisitthattheyseemtohavesomethingdifferent?WhyisitthatMartinLutherKingledtheCivilRightsMovement?Hewasn'ttheonlymanwhosufferedinpre-civilrightsAmerica,andhecertainlywasn'ttheonlygreatoratoroftheday.Whyhim?AndwhyisitthattheWrightbrotherswereabletofigureoutcontrolled,poweredmanflightwhentherewerecertainlyotherteamswhowerebetterqualified,betterfunded--andtheydidn'tachievepoweredmanflight,andtheWrightbrothersbeatthemtoit.There'ssomethingelseatplayhere.1:17Aboutthreeandahalfyearsago,Imadeadiscovery.AndthisdiscoveryprofoundlychangedmyviewonhowIthoughttheworldworked,anditevenprofoundlychangedthewayinwhichIoperateinit.Asitturnsout,there'sapattern.Asitturnsout,allthegreatinspiringleadersandorganizationsintheworld,whetherit'sAppleorMartinLutherKingortheWrightbrothers,theyallthink,actandcommunicatetheexactsameway.Andit'sthecompleteoppositetoeveryoneelse.AllIdidwascodifyit,andit'sprobablytheworld'ssimplestidea.Icallitthegoldencircle.2:07Why?How?What?Thislittleideaexplainswhysomeorganizationsandsomeleadersareabletoinspirewhereothersaren't.Letmedefinethetermsreallyquickly.Everysingleperson,everysingleorganizationontheplanetknowswhattheydo,100percent.Someknowhowtheydoit,whetheryoucallityourdifferentiatedvaluepropositionoryourproprietaryprocessoryourUSP.Butvery,veryfewpeopleororganizationsknowwhytheydowhattheydo.AndbywhyIdon'tmeantomakeaprofit.That'saresult.It'salwaysaresult.Bywhy,Imean:What'syourpurpose?What'syourcause?What'syourbelief?Whydoesyourorganizationexist?Whydoyougetoutofbedinthemorning?Andwhyshouldanyonecare?Asaresult,thewaywethink,weact,thewaywecommunicateisfromtheoutsidein,it'sobvious.Wegofromtheclearestthingtothefuzziestthing.Buttheinspiredleadersandtheinspiredorganizations--regardlessoftheirsize,regardlessoftheirindustry--allthink,actandcommunicatefromtheinsideout.3:13Letmegiveyouanexample.IuseApplebecausethey'reeasytounderstandandeverybodygetsit.IfApplewerelikeeveryoneelse,amarketingmessagefromthemmightsoundlikethis:Wemakegreatcomputers.They'rebeautifullydesigned,simpletouseanduserfriendly.Wanttobuyone?Meh.That'showmostofuscommunicate.That'showmostmarketingandsalesaredone,that'showwecommunicateinterpersonally.Wesaywhatwedo,wesayhowwe'redifferentorbetterandweexpectsomesortofabehavior,apurchase,avote,somethinglikethat.Here'sournewlawfirm:Wehavethebestlawyerswiththebiggestclients,wealwaysperformforourclients.Here'sournewcar:Itgetsgreatgasmileage,ithasleatherseats.Buyourcar.Butit'suninspiring.4:00Here'showAppleactuallycommunicates.Everythingwedo,webelieveinchallengingthestatusquo.Webelieveinthinkingdifferently.Thewaywechallengethestatusquoisbymakingourproductsbeautifullydesigned,simpletouseanduserfriendly.Wejusthappentomakegreatcomputers.Wanttobuyone?Totallydifferent,right?You'rereadytobuyacomputerfromme.Ijustreversedtheorderoftheinformation.Whatitprovestousisthatpeopledon'tbuywhatyoudo;peoplebuywhyyoudoit.4:35ThisexplainswhyeverysinglepersoninthisroomisperfectlycomfortablebuyingacomputerfromApple.Butwe'realsoperfectlycomfortablebuyinganMP3playerfromApple,oraphonefromApple,oraDVRfromApple.AsIsaidbefore,Apple'sjustacomputercompany.Nothingdistinguishesthemstructurallyfromanyoftheircompetitors.Theircompetitorsareequallyqualifiedtomakealloftheseproducts.Infact,theytried.Afewyearsago,Gatewaycameoutwithflat-screenTVs.They'reeminentlyqualifiedtomakeflat-screenTVs.They'vebeenmakingflat-screenmonitorsforyears.Nobodyboughtone.DellcameoutwithMP3playersandPDAs,andtheymakegreatqualityproducts,andtheycanmakeperfectlywell-designedproducts--andnobodyboughtone.Infact,talkingaboutitnow,wecan'tevenimaginebuyinganMP3playerfromDell.Whywouldyoubuyonefromacomputercompany?Butwedoiteveryday.Peopledon'tbuywhatyoudo;theybuywhyyoudoit.Thegoalisnottodobusinesswitheverybodywhoneedswhatyouhave.Thegoalistodobusinesswithpeoplewhobelievewhatyoubelieve.5:47Here'sthebestpart:NoneofwhatI'mtellingyouismyopinion.It'sallgroundedinthetenetsofbiology.Notpsychology,biology.Ifyoulookatacross-sectionofthehumanbrain,fromthetopdown,thehumanbrainisactuallybrokenintothreemajorcomponentsthatcorrelateperfectlywiththegoldencircle.Ournewestbrain,ourHomosapienbrain,ourneocortex,correspondswiththewhatlevel.Theneocortexisresponsibleforallofourrationalandanalyticalthoughtandlanguage.Themiddletwosectionsmakeupourlimbicbrains,andourlimbicbrainsareresponsibleforallofourfeelings,liketrustandloyalty.It'salsoresponsibleforallhumanbehavior,alldecision-making,andithasnocapacityforlanguage.6:35Inotherwords,whenwecommunicatefromtheoutsidein,yes,peoplecanunderstandvastamountsofcomplicatedinformationlikefeaturesandbenefitsandfactsandfigures.Itjustdoesn'tdrivebehavior.Whe