so let me give you an example. I use Apple because they’re easy to understand and everybody gets it.
举个栗子吧。我使用苹果产品是因为苹果产品容易使用并且人们都会用。
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.
如果苹果公司和其他公司一样，他们的广告词可能是这样的：我们的电脑贼棒，设计精美，操作简单，对用户友好。
want to buy one? meh.and that’s how most of us communicate.
想买一个不？不太想。这是我们中的多数人沟通的方式。
that’s how most marketing is done and that’s how most sales are done, and that’s how most of us communicate interpersonally.
这是大部分营销和销售广告词的套路，也是我们中的大多数与人沟通的方式。
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.
我们会说我们做了什么，我们多么地不同，多么地优秀，我们期待某种行为，一次购买，一个投票，诸如此类。
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.
这是我们的新律师事务所，我们有最好的律师以及最大的客户，懂我意思吧，我们一心为客户。
here’s our new car, it gets great gas-mileage（英里数，里程）, it has, you know, leather seats, buy our car. but it’s uninspiring.
这是我们的新款车，极其省油，拥有皮革座椅，买一个吧。但是不令人心动。
here’s how Apple actually communicates.
以下是苹果的做法。
everything we do, we believe in challenging the status quo （现状）.we believe in thinking differently.
我们相信我们做的每一件事都是在挑战现状。我们与众不同地思考。
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?
我们挑战现状的方式就是使我们的产品设计精美，操作简单，对用户友好。我们只是碰巧做了不错的电脑，要买个吗？
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，对吧？你准备从我这买个电脑了。我就是调换了下信息的顺序。
what it proves to us is that people don’t buy what you do, people buy why you do it.
这说明，人们不为你做的事买单，人们为你的信念买单。
this explains why every single person in this room is perfectly comfortable buying a computer from Apple.
这解释了为什么在座的每一个人都很愿意从苹果公司买个电脑。
but we’re also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple or a DVR from Apple.
我们也很乐意从苹果公司买一个MP3或手机或DVR。
but as I said before, Apple’s just a computer company.there’s nothing that distinguishes them structurally from many of their competitors.
就像我之前说的，苹果公司就是个卖电脑的。没有什么东西能把苹果公司与他的竞争者真正区分开。
Their competitors are all equally qualified to make all of these products.
他们的竞争者也同样有能力做出那些产品。
in fact, they tried.a few years ago, Gateway came out with flat screen TVs. they’re eminently (突出地，显著地)qualified to make flat screen TVs.they’ve been making flat screen monitors for years.nobody bought one.
事实上，他们尝试过。几年前, Gateway 首次推出了平板电视。他们完全有资格制作平板电视。他们做平板显示器很多年了。但却无人问津。
Dell came out with MP3 players and PDAs （个人数字助理）, and they make great quality products and they can make perfectly well-designed products.and nobody bought one.
戴尔是做MP3播放器和掌上电脑的，他们做高质量的产品，他们也能做设计非常完美的产品。还是无人问津。
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.
事实上，现在说起这个，我们无法想象从戴尔公司买一个MP3播放器。为啥你从一个电脑公司买一个MP3播放器，但是我们每天都在这么做。
People don’t buy what you do, they buy why you do it.
人们不买你做的事，人们买你的信念。
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.
我们的目标不是与需要这份工作的人共事。我们的目标是与认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.
接下来是最重要的部分，所有我告诉你们的东西都不是我的想法。
it’s all grounded in the tenets (原则，原理) of biology, not psychology, biology.
这一切都是基于生物学的原理，而不是心理学，是生物学。
if you look at a cross-section of the human brain, looking from the top down.
如果你从上往下看人类大脑的横截面。
what you see is the human brain that is actually broken into three major components that correlate perfectly with the Golden Circle.
你会看见人类大脑被分成3个主要部分，与黄金圈完美相关。
our newest brain, our homo sapiens （智人） brain, our neocortex, corresponds with the What level.
我们最年轻的大脑部分，我们的智人大脑，我们的大脑皮层，与What这一层符合。
the neocortex is responsible for all of our rational and analytical thought and language.
大脑皮层负责我们所有的理性和逻辑思考以及语言。
the middle two sections make up our limbic brains.and our limbic brains are responsible for all of our feelings, like trust and loyalty.
中间的两部分组成了我们的边缘大脑。我们的边缘大脑负责我们所有的情感，比如信任和忠诚。
it’s also responsible for all human behavior, all decision-making and it has no capacity for language.
他也负责所有的人类行为，所有的决策，但是没有语言功能。
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.
换句话说，当我们从外向内沟通的时候。使得，人们可以理解大量的复杂信息，比如特点，利益，事实和数字。就是不能左右我们的行为。
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（真实的，可触知的） things we say and do.this is where gut decisions come from.
当我们由内向外沟通的时候，我们是直接和大脑控制行为的部分对话。我们使得人们对我们的行为合理化。直觉决策就是这么来的。
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.
有时候，你可以给人所有的事实和数据。然后他们说：“我知道所有的事实和数据意味着什么，但就是哪里怪怪的。”
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.
为什么我们用“感觉怪怪的”这个词。因为控制决策的脑部区域不控制语言。
and the best we can muster up （振作，召集） is, I don’t know, it just doesn’t feel right.
我们想来想去只好说，“我不知道为什么，就是感觉不对。”
or sometimes you say, you’re leading with your heart, you’re leading with your soul.
有时你会说，我在追随内心或是灵魂。
I hate to break it to you（向某人透露）, those aren’t other body parts controlling your behavior.
偷偷地告诉你，不是身体的某个部位控制着你的行为。
it’s all happening here and in your limbic brain, the part of the brain that controls decision-making and not language.
都发生在你的边缘大脑这里，这个部分控制决策但是不控制语言。
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为啥这么做，人们的反应就会告诉你你为什么这么做。
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.
无论任何人，或者你如何让人给你投票，或从你着购买东西，更重要的是，对你忠诚，（让其他人）成为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.
再说一次，我们的目标不是卖给需要我们的人，而是卖给认同我们信念的人。
the goal is not just to hire people who need a job, it’s to hire people who believe what you believe.
我们的目标不是雇佣需要工作的人，而是雇佣认同我们理念的人。
I always say that, you know, if you hire people just because they can do a job, they’ll work for your money.
我总是说，如果你招人只是因为他们能做这个工作，他们就只为钱而工作。
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.
如果你招那些认同你的信念的人，他们就会为用血泪汗水你拼命工作。在这，没有哪个例子比莱特兄弟更适合了。