How do you explain when things don’t go as we assume or better, how do you explain when others are able to achieve things that seem to defy（违背，违反）all of the assumptions？
你如何解释事与愿违的现象？或者说，如何解释他人因异于常人而达成的成就？
For example: why is Apple so innovative？Year after year, after year, after year, they’re more innovative than all their competition.
举个栗子：为啥苹果公司非常有创新精神？年复一年，苹果封神。
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。
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。
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 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？
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。
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？
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？
when there were certainly other teams who were better qualified, better funded and they didn’t achieve powered manned flight, the Wright Brothers beat them to it （比某人抢先一步做了某事）.
当时也有其它团队有资格，有资金。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
There’s something else at play here.
有什么东西在起作用。
About three and a half years ago, I made a discovery.
大约3.5年前，我有了个发现。
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。
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。
as it turns out, there’s a pattern.
事实证明，此间有玄机。
as it turns out, all the great and inspiring leaders and organizations in the world.whether it’s Apple or Martin Luther King or the Wright Brothers,they all think, act and communicate the exact same way.and it’s the complete opposite to everyone else.
事实证明，世上所有伟大、具有号召力的领导和组织，不论是苹果还是马丁·路德·金还是莱特兄弟，他们都用同样的方式思考、行动和沟通。这完全与所有人相反。
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。
I call it the Golden Circle. why, how, what.
我称之为黄金圈。为什么做，怎样做，做什么
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。
let me define the terms really quickly.
让我来快速定义一下这个术语。
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。
some know how they do it, whether you call it your differentiated value proposition（提议，主张） or your proprietary （专有的，所有的） 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。
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。
and by “why”, I don’t mean “to make a profit”.that’s a result, it’s always a result.
说到“为什么”，我并不是说要“实现盈利”。这只是个结果，也总是个结果。
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。
why does your organization exist? why do you get out of bed in the morning, and why should anyone care?
为什么你的组织存在？为什么你在早晨起床以及为什么别人在意你？
as a result, the way we think, the way we act, the way we communicate is from the outside in, it’s obvious.so we go from the clearest thing to the fuzziest thing.
因此，很明显，我们思考、行动、沟通的方式是由外到内的。我们从清晰走向模糊。
but the inspired leaders and the inspired organizations，regardless of their size, regardless of their industry，all think, act and communicate from the inside out。
但是卓越的领导和组织，不管他们的规模和产业，他们的思考、行动、沟通都是由内向外的。