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 （网络公司）of the day, everybody was trying it.
许多人不认识Samuel Pierpont Langley。回到20世纪初期，人们对载人飞机的追捧就如同人们对现在的互联网的追捧，每个人都在尝试造飞机。
and Samuel Pierpont Langley had what we assume to be the recipe（食谱，秘诀，原因） for success.
Samuel Pierpont Langley拥有我们所认为的成功的要素。
I mean, even now, when you ask people, why did your product, why did your company fail?
我的意思是，当你问人们，为什么你的产品失败？为什么你的公司失败？
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.
人们总是告诉你相同的3个因素：资金不足，选错人，大环境不好。
it’s always the same three things, so let’s explore that.
总是相同的3个因素，所以我们来研究下。
Samuel Pierpont Langley was given 50,000 dollars by the War Department（美国陆军部） to figure out this flying machine.money was no problem.
美国陆军部给了Samuel Pierpont Langley 50000美元去研究这个飞行器。钱不是问题。
he held a seat at Harvard and worked at the Smithsonian, and it was extremely well-connected（精心构思的）.
他在哈佛任职，在史密森学会工作，人脉甚广。
he knew all the big minds of the day.he hired the best minds money could find, and the market conditions were fantastic.
他认识当时的所有大人物。他雇佣着钱能找到的最杰出的人才，市场情况一片良好。
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.
纽约时报随处跟着他，所有人都支持Langley。那我们咋就没听说过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.
几百英里外的俄亥俄州，代顿市，Orville和Wilbur Wright。他们没有我们认为的成功的要素。
they had no money, they paid for their dream with the proceeds（收入，获益） from their bicycle shop.
他们没钱，他们用自己修车店挣到的钱来承载梦想。
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.
在莱特兄弟的团队中没有一个人受过大学教育，即便是Orville或Wilbur。纽约时报不理会他们。
the difference was Orville and Wilbur were driven by a cause, by a purpose, by a belief.
不同的是，Orville和Wilbur被一个理由，一个目的，一个信念所驱动。
they believed that if they could figure out this flying machine, it’ll change the course of the world.
他们相信，如果他们可以造出载人飞机，将会改变世界历史的进程。
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不一样。他想变得富有和出名。他追求结果，追求财富。
and lo （瞧，看哪，表示惊讶或用以引起注意）and behold（瞧，注视，看到）, look what happened.
瞧瞧，发生了啥。
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.
相信莱特兄弟梦想的人付出鲜血、汗水、泪水与他们共事。其他人只为支票工作。
they tell stories of how every time the Wright Brothers went out, they would have to take five sets of parts.
有故事说每一次莱特兄弟外出，他们必会带5套零件。
because that’s how many times they would crash before they came in for supper.
因为这是他们每天需要经历这么多次失败。
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.
最终在1903年12月17号，莱特兄弟试飞成功。当时没人体验过这架飞机。几天之后我们才知道这个消息。
and further proof that Langley was motivated by the wrong thing the day the Wright Brothers took flight, he quit.
进一步证明Langley没有被正确的事情激励的是，莱特兄弟试飞成功的那一天，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.
他本可以说：”小老弟，这太棒了，我会改进你们的技术。“但是他没这么做。
he wasn’t first, he didn’t get rich, he didn’t get famous, so he quit.
他不是第一个，他没有变得富有和出名，所以他退出了。
people don’t buy what you do they buy why you do it.
人们不买你的东西而买你的信念。
and if you talked about what you believe, you will attract those who believe what you believe.
如果你谈到你相信什么，你就会吸引到那些认同你的信念的人。
but why is it important to attract those who believe what you believe?
吸引到那些认同你的信念的人为什么这么重要呢？
something called the law of diffusion of innovation, and if you don’t know the law, you definitely know the terminology.
有人称之为创新扩散定理，如果你不知道这个定律，你一定知道这个术语。
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.
人群中前2.5%是我们所谓的创新者。接下来的13.5%是早期接受者。接下来的34%是早期大多数，晚期大多数以及落后者。
the only reason these people buy touch-tone （按键式）phones is because you can’t buy rotary（旋转的，手轮式） phones anymore.
这些人买按键手机的唯一理由是再也买不到手轮电话了。
we all sit at various places at various times on the scale.
在这个范围内，不同的时间，我们在不同的位置。
but what the law of diffusion of innovation tells us is that if you want to mass-market（面向大众的，畅销的） success or mass-market acceptance of an idea.
但是创新扩散定律告诉我们，如果你想在市场上获得成功，或是让市场接受一个想法。
you cannot have it until you achieve these tipping point（引爆点，临界点） between fifteen and eighteen percent market penetration, and then the system tips.
你只有达到15%到18%市场渗透率临界点的时候才能成功，在这点之后，市场被引爆。
and I love asking businesses, what’s your conversion on new business?they love to tell you, oh, it’s about ten percent, proudly.
我喜欢问一些公司：”你的新事业怎么样呀？“他们喜欢说：”哦，10%市场占有率。“还挺骄傲。
well, you can trip over（绊倒，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%的客户。我们都可以有10%的市场占有率。
that’s how we describe them, right?
这就是我们的回答，对吗？
that’s like that gut feeling, oh, they just get it.
那就象内心的感觉。“哦，他们就只是了解。”
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.
问题是，与不了解你们产品的人相比，在你开始生意前，你如何找到那些稍微了解你的产品的人。
so it’s this here, this little gap that you have to close, as Jeffrey Moore calls it crossing the chasm.（裂隙，断层）
所以就是这里，你必须去填补的小空隙，就是Jeffrey Moore所说的”跨越鸿沟“。
because you see the early majority will not try something until someone else has tried it first.
因为早期的大多数在别人已经试过之前不会去尝试新产品。
and these guys, the innovators and the early adopters, they’re comfortable making those gut decisions.
而创新者和早期接收者非常乐意做那些直觉决策。
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.
他们非常乐意做出符合他们世界观的直觉决策。而不仅仅是哪个产品好用。
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（现货供应）.
他们是愿意在苹果产品首次发布的时候排队6小时去购买的人。而你本可以在下周走进零售店买个现成的。
these are the people who spent 40,000 dollars on flat screen TVs when they first came out, even though the technology was substandard.
他们是在平板电视第一次推出的时候，敢花40000美元购买的人，即便当时技术还不成熟。
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.
顺便说下，他们不是因为科技牛逼而买，他们是为了自己而买。因为他们想成为第一个。
people don’t buy what you do, they buy why you do it, and what you do simply proves what you believe.
人们不买你的产品，人们买你的信念，你做的事直接证明你的信念。
in fact, people will do the things that prove what they believe.
事实上，人们会做与自己信念相符的事。
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.
那些排队6个小时去买iPhone的人的理由是因为他们的世界观，以及他们希望所有人都看到他们，他们是第一个。
people don’t buy what you do, they buy why you do it.
人们不买你的产品，人们买你的信念。