so let me give you an example. I use Apple because they’re easy to understand and everybody gets it.
舉個栗子吧。我使用蘋果產品是因爲蘋果產品容易使用並且人們都會用。
if Apple were like everyone else, A marketing message from them might sound like this:we make great computers, they’re beautifully designed, simple to use and user friendly.
如果蘋果公司和其他公司一樣，他們的廣告詞可能是這樣的：我們的電腦賊棒，設計精美，操作簡單，對用戶友好。
want to buy one? meh.and that’s how most of us communicate.
想買一個不？不太想。這是我們中的多數人溝通的方式。
that’s how most marketing is done and that’s how most sales are done, and that’s how most of us communicate interpersonally.
這是大部分營銷和銷售廣告詞的套路，也是我們中的大多數與人溝通的方式。
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.
我們會說我們做了什麼，我們多麼地不同，多麼地優秀，我們期待某種行爲，一次購買，一個投票，諸如此類。
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.
這是我們的新律師事務所，我們有最好的律師以及最大的客戶，懂我意思吧，我們一心爲客戶。
here’s our new car, it gets great gas-mileage（英里數，里程）, it has, you know, leather seats, buy our car. but it’s uninspiring.
這是我們的新款車，極其省油，擁有皮革座椅，買一個吧。但是不令人心動。
here’s how Apple actually communicates.
以下是蘋果的做法。
everything we do, we believe in challenging the status quo （現狀）.we believe in thinking differently.
我們相信我們做的每一件事都是在挑戰現狀。我們與衆不同地思考。
the way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.we just happened to make great computers, want buy one?
我們挑戰現狀的方式就是使我們的產品設計精美，操作簡單，對用戶友好。我們只是碰巧做了不錯的電腦，要買個嗎？
totally different, right? you’re ready to buy a computer form me.all I did was reverse the order of the information.
完全不同，對吧？你準備從我這買個電腦了。我就是調換了下信息的順序。
what it proves to us is that people don’t buy what you do, people buy why you do it.
這說明，人們不爲你做的事買單，人們爲你的信念買單。
this explains why every single person in this room is perfectly comfortable buying a computer from Apple.
這解釋了爲什麼在座的每一個人都很願意從蘋果公司買個電腦。
but we’re also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple or a DVR from Apple.
我們也很樂意從蘋果公司買一個MP3或手機或DVR。
but as I said before, Apple’s just a computer company.there’s nothing that distinguishes them structurally from many of their competitors.
就像我之前說的，蘋果公司就是個賣電腦的。沒有什麼東西能把蘋果公司與他的競爭者真正區分開。
Their competitors are all equally qualified to make all of these products.
他們的競爭者也同樣有能力做出那些產品。
in fact, they tried.a few years ago, Gateway came out with flat screen TVs. they’re eminently (突出地，顯著地)qualified to make flat screen TVs.they’ve been making flat screen monitors for years.nobody bought one.
事實上，他們嘗試過。幾年前, Gateway 首次推出了平板電視。他們完全有資格製作平板電視。他們做平板顯示器很多年了。但卻無人問津。
Dell came out with MP3 players and PDAs （個人數字助理）, and they make great quality products and they can make perfectly well-designed products.and nobody bought one.
戴爾是做MP3播放器和掌上電腦的，他們做高質量的產品，他們也能做設計非常完美的產品。還是無人問津。
in fact, talking about it now, we can’t even imagine buying an MP3 player from Dell.why would you buy an MP3 player from a computer company?but we do it every day.
事實上，現在說起這個，我們無法想象從戴爾公司買一個MP3播放器。爲啥你從一個電腦公司買一個MP3播放器，但是我們每天都在這麼做。
People don’t buy what you do, they buy why you do it.
人們不買你做的事，人們買你的信念。
the goal is not to do business with anybody with everybody who needs what you have.the goal is to do business with people who believe what you believe.
我們的目標不是與需要這份工作的人共事。我們的目標是與認同你的信念的人共事。
here’s the best part, none of what I’m telling you is not my opinion.
接下來是最重要的部分，所有我告訴你們的東西都不是我的想法。
it’s all grounded in the tenets (原則，原理) of biology, not psychology, biology.
這一切都是基於生物學的原理，而不是心理學，是生物學。
if you look at a cross-section of the human brain, looking from the top down.
如果你從上往下看人類大腦的橫截面。
what you see is the human brain that is actually broken into three major components that correlate perfectly with the Golden Circle.
你會看見人類大腦被分成3個主要部分，與黃金圈完美相關。
our newest brain, our homo sapiens （智人） brain, our neocortex, corresponds with the What level.
我們最年輕的大腦部分，我們的智人大腦，我們的大腦皮層，與What這一層符合。
the neocortex is responsible for all of our rational and analytical thought and language.
大腦皮層負責我們所有的理性和邏輯思考以及語言。
the middle two sections make up our limbic brains.and our limbic brains are responsible for all of our feelings, like trust and loyalty.
中間的兩部分組成了我們的邊緣大腦。我們的邊緣大腦負責我們所有的情感，比如信任和忠誠。
it’s also responsible for all human behavior, all decision-making and it has no capacity for language.
他也負責所有的人類行爲，所有的決策，但是沒有語言功能。
in other words, when we communicate from the outside in.yes, people can understand vast amounts of complicated information like features and benefits and facts and figures.it just doesn’t drive our behavior.
換句話說，當我們從外向內溝通的時候。使得，人們可以理解大量的複雜信息，比如特點，利益，事實和數字。就是不能左右我們的行爲。
when we communicate from the inside out, we are talking directly to the part of the brain that controls behavior.and we allow people to rationalize it with the tangible（真實的，可觸知的） things we say and do.this is where gut decisions come from.
當我們由內向外溝通的時候，我們是直接和大腦控制行爲的部分對話。我們使得人們對我們的行爲合理化。直覺決策就是這麼來的。
you know, sometimes you can give somebody all the facts and figures.and they say, I know what all the facts and details say, but it just doesn’t feel right.
有時候，你可以給人所有的事實和數據。然後他們說：“我知道所有的事實和數據意味着什麼，但就是哪裏怪怪的。”
why would we use that verb, it doesn’t feel right.because the part of the brain that controls decision-making doesn’t control language.
爲什麼我們用“感覺怪怪的”這個詞。因爲控制決策的腦部區域不控制語言。
and the best we can muster up （振作，召集） is, I don’t know, it just doesn’t feel right.
我們想來想去只好說，“我不知道爲什麼，就是感覺不對。”
or sometimes you say, you’re leading with your heart, you’re leading with your soul.
有時你會說，我在追隨內心或是靈魂。
I hate to break it to you（向某人透露）, those aren’t other body parts controlling your behavior.
偷偷地告訴你，不是身體的某個部位控制着你的行爲。
it’s all happening here and in your limbic brain, the part of the brain that controls decision-making and not language.
都發生在你的邊緣大腦這裏，這個部分控制決策但是不控制語言。
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爲啥這麼做，人們的反應就會告訴你你爲什麼這麼做。
then how will anybody, how will you ever get people to vote for you, or buy something from you, or more importantly, be loyal and want to be a part of what it is that you do.
無論任何人，或者你如何讓人給你投票，或從你着購買東西，更重要的是，對你忠誠，（讓其他人）成爲你所做事情的一部分。
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.
再說一次，我們的目標不是賣給需要我們的人，而是賣給認同我們信念的人。
the goal is not just to hire people who need a job, it’s to hire people who believe what you believe.
我們的目標不是僱傭需要工作的人，而是僱傭認同我們理念的人。
I always say that, you know, if you hire people just because they can do a job, they’ll work for your money.
我總是說，如果你招人只是因爲他們能做這個工作，他們就只爲錢而工作。
but you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.and nowhere else is there a better example than this with the Wright Brothers.
如果你招那些認同你的信念的人，他們就會爲用血淚汗水你拼命工作。在這，沒有哪個例子比萊特兄弟更適合了。