so let me give you a famous example, a famous failure and a famous success of the law of diffusion of innovation.
所以让我来给你讲一个著名的案例，关于创新扩散定律的一个著名的失败案例和一个著名的成功案例。
first the famous failure.it’s a commercial example.
首先是这个失败的案例。这是一个商业失败案例。
as we said before a second ago, the recipe for success is money and the right people and the right market conditions, right? you should have success then.
就像我们刚才说的，成功的要素是钱，好同事，好的大环境，对吧？拥有这些你就应该成功。
look at TiVo.from the time TiVo came out about eight or nine years ago to this current day. they’re the single, highest quality product on the market, hands-down（唾手可得的，毫无疑问）, there is no dispute.
看下TiVo。从TiVo出现到现在的8-9年间。他们是市场上唯一有高质量产品的公司，这一点毫无疑问。
they’re extremely well-funded, their market conditions were fantastic.
他们资金相当充足，市场大环境一片好。
I mean, we use TiVo as a verb.I TiVo stuff on my piece of junk（垃圾，老旧的，不中用的） DVR all the time
我的意思是，我们可以把TiVo当作动词。我经常把东西蒂沃到我那台老旧的华纳数码视频录像机里面。
but TiVo’s commercial failure.they’ve never made money.
但是TiVo失败了。他们没挣到钱。
and when they went IPO, their stock was at about thirty or forty dollars and then plummeted（垂直下落，骤然跌落）, and it’s never traded above ten.
当他们上市的时候，他们的股价是30-40美金，然后断崖式下跌，再也没超过10了。
in fact, I don’t think it’s even traded above six, except for a couple of little spikes.
事实上，我认为他的股价甚至没有超过6元，除了一些小峰值。
because you see, when TiVo launched their product, they told us all what they had.
因为当TiVo发布他们的产品的时候，他们告诉了我们他们产品怎么样。
they said we have a product that pauses live TV, skips commercials, rewinds(倒回，回看) live TV and memorizes your viewing habits without you even asking.
他们说：“我们的产品能够暂停电视直播，跳过广告，回看电视直播以及默默记住你的观看爱好。”
and the cynical majority said,we don’t believe you, we don’t need it, we don’t like it, you are scaring us.
然后保守的大多数就会说：我们不相信你，我们不需要它，我们不喜欢它，你在吓我们呢。
what if they had said,if you are the kind of person who likes to have total control over every aspect of your life, boy, do we have a product for you?
如果他们这么说：如果你是想要掌控自己人生的人，兄弟，哥几个给你做个产品如何？
it pauses live TVs, skips commercials, memorizes your viewing habits, etc and etc.
它能够暂停电视直播，跳过广告，记住你的观看爱好，诸如此类。
people don’t buy what you do, they buy why you do it, and what you do simply serves as the prove of what you believe.
人们不买你的产品而买你的信念，你做什么就会证明你相信什么。
now let me give you a successful example of the law of diffusion of innovation.
让我给你们介绍一个关于创新扩散定律的成功案例。
in the summer of 1963, 250,000 people showed up on the mall in Washington to hear Dr. King’s speak.
1963年夏天，250000人出现在华盛顿广场去听马丁博士的演讲。
they sent out no invitations, and there was no website to check the date.
他们没有发出邀请函，当时也没有网站去查看日期。
how do you do that? well, Dr King wasn’t the only man in America, who was a great orator.he wasn’t the only man in America who suffered in a pre-civil rights America.
怎么做到的？马丁博士不是美国唯一的杰出演说家。他不是唯一一个在民权运动之前遭受苦难的美国人。
in fact, some of his ideas were bad.
事实上，他的一些想法不咋地。
but he had a gift.he didn’t go around telling people what needed to change in America.
但是他有种天赋。他没有四处游说告诉人们美国需要什么变化。
he went around and told people what he believed.I believe, I believe, I believe, he told people.
他四处游说告诉人们他相信什么。我相信，我相信，我相信，他给人们这样说。
and people who believed what he believed took his cause（接受某人的观念）, and they made it their own（变成自己的东西）, and they told people.
而那些与他有同样信念的人受到了他的启发，他们也开始把自己的信念告诉别人。
and some of those people created structures to get the word out （帮助宣传）to even more people.
其中一些人把这些东西组织起来，传播给更多人。
and lo and behold, 250,000 people showed up on the right day, on the right time, to hear him speak.
瞧瞧，250000人在同一天、同一时间去听他的演讲。
how many of them showed up for him?zero, they showed up for themselves.
多少人是为他而来？没有一个，他们是为自己而来。
it’s what they believed about the America that got them to travel in a bus for eight hours to stand in the sun in Washington in the middle of August.
是他们自己对美国的信念使得他们坐8小时汽车，站在8月中旬的华盛顿太阳底下听他演讲。
it’s what they believed, then it wasn’t about black verses white, twenty five percent of the audience was white.
是他们所相信的，而不是黑白人种族对抗，25%的听众是白人。
Dr King believed that there are two types of laws in this world.those that are made by a higher authority and those that are made by men.
马丁博士相信世上有2种法律。一种是权力机构定的，一种是大众定的。
and not until all the laws that are made by men are consistent with the laws that are made by the higher authority will we live in a just world.
只有当人民自己制定的法律和权力机构制定的法律保持一致的时候，我们才能生活在公正的世界里。
it just so happened that the civil-rights movement was the perfect thing to help him bring his cause to life（把目标变成现实）.
碰巧，民权运动是帮助他实现目标的最佳途径。
we followed not for him but for ourselves.
我们不是追随他，是追随我们自己。
and by the way, he gave the I Have A Dream speech not I Have A Plan speech.
顺便说下，他的演讲叫“我有一个梦想”而不是“我有一个计划”。
listen to politicians now with their comprehensive 12-point plans, they’re not inspiring anybody.
听一下现在政客们的综合12点计划，这不激励任何人。
because there are leaders and there are those who lead.leaders hold a position of power or authority, but those who lead inspire us.
因为一种是领导，一种是领导者。领导拥有权力、地位，但是领导者激励我们。
whether they’re individuals or organizations, we follow those who lead not because we have to but because we want to.
不管是个人还是机构，我们追随领导者，不是因为我们不得不追随，而是我们想要追随。
we follow those who lead not for them, but for ourselves.
我们跟随领导者不是为了他们，而是为了我们。
and it’s those who start with why that have the ability to inspire those around them or find others who inspire them.
就是那些思考“为什么”的人能够激励周围的人或者找到激励自己的人。
thank you very much.
感谢大家。