most people don’t know about Samuel Pierpont Langley. and back in the early 20th century, the pursuit of powered manned flight was like the dot com （網絡公司）of the day, everybody was trying it.
許多人不認識Samuel Pierpont Langley。回到20世紀初期，人們對載人飛機的追捧就如同人們對現在的互聯網的追捧，每個人都在嘗試造飛機。
and Samuel Pierpont Langley had what we assume to be the recipe（食譜，祕訣，原因） for success.
Samuel Pierpont Langley擁有我們所認爲的成功的要素。
I mean, even now, when you ask people, why did your product, why did your company fail?
我的意思是，當你問人們，爲什麼你的產品失敗？爲什麼你的公司失敗？
and people always give you the same permutation （排序，序列）of the same three things：under-capitalized, the wrong people, bad market conditions.
人們總是告訴你相同的3個因素：資金不足，選錯人，大環境不好。
it’s always the same three things, so let’s explore that.
總是相同的3個因素，所以我們來研究下。
Samuel Pierpont Langley was given 50,000 dollars by the War Department（美國陸軍部） to figure out this flying machine.money was no problem.
美國陸軍部給了Samuel Pierpont Langley 50000美元去研究這個飛行器。錢不是問題。
he held a seat at Harvard and worked at the Smithsonian, and it was extremely well-connected（精心構思的）.
他在哈佛任職，在史密森學會工作，人脈甚廣。
he knew all the big minds of the day.he hired the best minds money could find, and the market conditions were fantastic.
他認識當時的所有大人物。他僱傭着錢能找到的最傑出的人才，市場情況一片良好。
The New York Times followed him around everywhere, and everyone was rooting for Langley.and how come we’ve never heard of Samuel Pierpont Langley.
紐約時報隨處跟着他，所有人都支持Langley。那我們咋就沒聽說過Samuel Pierpont Langley呢？
a few hundred miles away in Dayton, Ohio, Orville and Wilbur Wright.they had none of what we consider to be the recipe for success.
幾百英里外的俄亥俄州，代頓市，Orville和Wilbur Wright。他們沒有我們認爲的成功的要素。
they had no money, they paid for their dream with the proceeds（收入，獲益） from their bicycle shop.
他們沒錢，他們用自己修車店掙到的錢來承載夢想。
not a single person on the Wright Brothers’ team had a college education, not even Orville or Wilbur.and the New York Times followed them around nowhere.
在萊特兄弟的團隊中沒有一個人受過大學教育，即便是Orville或Wilbur。紐約時報不理會他們。
the difference was Orville and Wilbur were driven by a cause, by a purpose, by a belief.
不同的是，Orville和Wilbur被一個理由，一個目的，一個信念所驅動。
they believed that if they could figure out this flying machine, it’ll change the course of the world.
他們相信，如果他們可以造出載人飛機，將會改變世界歷史的進程。
Samuel Pierpont Langley was different.he wanted to be rich and he wanted to be famous.he was in pursuit of the result, he was in pursuit of the riches.
Samuel Pierpont Langley不一樣。他想變得富有和出名。他追求結果，追求財富。
and lo （瞧，看哪，表示驚訝或用以引起注意）and behold（瞧，注視，看到）, look what happened.
瞧瞧，發生了啥。
the people who believed in the Wright Brothers’ dream worked with them with blood and sweat and tears.the others just worked for the paycheck.
相信萊特兄弟夢想的人付出鮮血、汗水、淚水與他們共事。其他人只爲支票工作。
they tell stories of how every time the Wright Brothers went out, they would have to take five sets of parts.
有故事說每一次萊特兄弟外出，他們必會帶5套零件。
because that’s how many times they would crash before they came in for supper.
因爲這是他們每天需要經歷這麼多次失敗。
and eventually, on December 17th 1903, the Wright Brothers took flight.and no one was there to even experience it.we found out about it a few days later.
最終在1903年12月17號，萊特兄弟試飛成功。當時沒人體驗過這架飛機。幾天之後我們才知道這個消息。
and further proof that Langley was motivated by the wrong thing the day the Wright Brothers took flight, he quit.
進一步證明Langley沒有被正確的事情激勵的是，萊特兄弟試飛成功的那一天，他退出了。
he could’ve said, that’s an amazing discovery, guys, and I will improve upon your technology, but he didn’t.
他本可以說：”小老弟，這太棒了，我會改進你們的技術。“但是他沒這麼做。
he wasn’t first, he didn’t get rich, he didn’t get famous, so he quit.
他不是第一個，他沒有變得富有和出名，所以他退出了。
people don’t buy what you do they buy why you do it.
人們不買你的東西而買你的信念。
and if you talked about what you believe, you will attract those who believe what you believe.
如果你談到你相信什麼，你就會吸引到那些認同你的信念的人。
but why is it important to attract those who believe what you believe?
吸引到那些認同你的信念的人爲什麼這麼重要呢？
something called the law of diffusion of innovation, and if you don’t know the law, you definitely know the terminology.
有人稱之爲創新擴散定理，如果你不知道這個定律，你一定知道這個術語。
the first two and a half percent of our population are our innovators.the next thirteen and a half percent of our population are our early adopters.the next thirty four percent are your early majority, your late majority and your laggards.
人羣中前2.5%是我們所謂的創新者。接下來的13.5%是早期接受者。接下來的34%是早期大多數，晚期大多數以及落後者。
the only reason these people buy touch-tone （按鍵式）phones is because you can’t buy rotary（旋轉的，手輪式） phones anymore.
這些人買按鍵手機的唯一理由是再也買不到手輪電話了。
we all sit at various places at various times on the scale.
在這個範圍內，不同的時間，我們在不同的位置。
but what the law of diffusion of innovation tells us is that if you want to mass-market（面向大衆的，暢銷的） success or mass-market acceptance of an idea.
但是創新擴散定律告訴我們，如果你想在市場上獲得成功，或是讓市場接受一個想法。
you cannot have it until you achieve these tipping point（引爆點，臨界點） between fifteen and eighteen percent market penetration, and then the system tips.
你只有達到15%到18%市場滲透率臨界點的時候才能成功，在這點之後，市場被引爆。
and I love asking businesses, what’s your conversion on new business?they love to tell you, oh, it’s about ten percent, proudly.
我喜歡問一些公司：”你的新事業怎麼樣呀？“他們喜歡說：”哦，10%市場佔有率。“還挺驕傲。
well, you can trip over（絆倒，搞定） ten percent of the customers.we all have about ten percent who just get it.
好吧，你可以搞定10%的客戶。我們都可以有10%的市場佔有率。
that’s how we describe them, right?
這就是我們的回答，對嗎？
that’s like that gut feeling, oh, they just get it.
那就象內心的感覺。“哦，他們就只是瞭解。”
the problem is how do you find the ones that “just get it” before you doing business with them versus the ones who don’t get it.
問題是，與不瞭解你們產品的人相比，在你開始生意前，你如何找到那些稍微瞭解你的產品的人。
so it’s this here, this little gap that you have to close, as Jeffrey Moore calls it crossing the chasm.（裂隙，斷層）
所以就是這裏，你必須去填補的小空隙，就是Jeffrey Moore所說的”跨越鴻溝“。
because you see the early majority will not try something until someone else has tried it first.
因爲早期的大多數在別人已經試過之前不會去嘗試新產品。
and these guys, the innovators and the early adopters, they’re comfortable making those gut decisions.
而創新者和早期接收者非常樂意做那些直覺決策。
they’re more comfortable making those intuitive decisions that are driven by what they believe about the world.and not just what product is available.
他們非常樂意做出符合他們世界觀的直覺決策。而不僅僅是哪個產品好用。
these are the people who stood in line for six hours to buy an iPhone when they first came out.when you could’ve just walked into the store in the next week and bought one off the shelf（現貨供應）.
他們是願意在蘋果產品首次發佈的時候排隊6小時去購買的人。而你本可以在下週走進零售店買個現成的。
these are the people who spent 40,000 dollars on flat screen TVs when they first came out, even though the technology was substandard.
他們是在平板電視第一次推出的時候，敢花40000美元購買的人，即便當時技術還不成熟。
and by the way, they didn’t do it because the technology was so great, they did it for themselves.it’s because they wanted to be first.
順便說下，他們不是因爲科技牛逼而買，他們是爲了自己而買。因爲他們想成爲第一個。
people don’t buy what you do, they buy why you do it, and what you do simply proves what you believe.
人們不買你的產品，人們買你的信念，你做的事直接證明你的信念。
in fact, people will do the things that prove what they believe.
事實上，人們會做與自己信念相符的事。
the reason that person bought the iPhone in the first six hours, stood in lines for six hours.was because of what they believed about the world, and how they wanted everybody to see them, they were first.
那些排隊6個小時去買iPhone的人的理由是因爲他們的世界觀，以及他們希望所有人都看到他們，他們是第一個。
people don’t buy what you do, they buy why you do it.
人們不買你的產品，人們買你的信念。