{"captions":[{"content":"How do you explain when","startTime":1000,"duration":2000,"startOfParagraph":false},{"content":"things don't go as we assume?","startTime":3000,"duration":2000,"startOfParagraph":false},{"content":"Or better, how do you explain","startTime":5000,"duration":3000,"startOfParagraph":false},{"content":"when others are able to achieve things","startTime":8000,"duration":2000,"startOfParagraph":false},{"content":"that seem to defy all of the assumptions?","startTime":10000,"duration":2000,"startOfParagraph":false},{"content":"For example:","startTime":12000,"duration":2000,"startOfParagraph":false},{"content":"Why is Apple so innovative?","startTime":14000,"duration":2000,"startOfParagraph":false},{"content":"Year after year, after year, after year,","startTime":16000,"duration":2000,"startOfParagraph":false},{"content":"they're more innovative than all their competition.","startTime":18000,"duration":3000,"startOfParagraph":false},{"content":"And yet, they're just a computer company.","startTime":21000,"duration":2000,"startOfParagraph":false},{"content":"They're just like everyone else.","startTime":23000,"duration":2000,"startOfParagraph":false},{"content":"They have the same access to the same talent,","startTime":25000,"duration":2000,"startOfParagraph":false},{"content":"the same agencies, the same consultants, the same media.","startTime":27000,"duration":3000,"startOfParagraph":false},{"content":"Then why is it that they","startTime":30000,"duration":2000,"startOfParagraph":false},{"content":"seem to have something different?","startTime":32000,"duration":3000,"startOfParagraph":false},{"content":"Why is it that Martin Luther King","startTime":35000,"duration":2000,"startOfParagraph":false},{"content":"led the Civil Rights Movement?","startTime":37000,"duration":2000,"startOfParagraph":false},{"content":"He wasn't the only man","startTime":39000,"duration":2000,"startOfParagraph":false},{"content":"who suffered in a pre-civil rights America,","startTime":41000,"duration":2000,"startOfParagraph":false},{"content":"and he certainly wasn't the only great orator of the day.","startTime":43000,"duration":2000,"startOfParagraph":false},{"content":"Why him?","startTime":45000,"duration":2000,"startOfParagraph":false},{"content":"And why is it that the Wright brothers","startTime":47000,"duration":3000,"startOfParagraph":false},{"content":"were able to figure out controlled, powered man flight","startTime":50000,"duration":3000,"startOfParagraph":false},{"content":"when there were certainly other teams who were","startTime":53000,"duration":2000,"startOfParagraph":false},{"content":"better qualified, better funded ...","startTime":55000,"duration":3000,"startOfParagraph":false},{"content":"and they didn't achieve powered man flight,","startTime":58000,"duration":3000,"startOfParagraph":false},{"content":"and the Wright brothers beat them to it.","startTime":61000,"duration":2000,"startOfParagraph":false},{"content":"There's something else at play here.","startTime":63000,"duration":3000,"startOfParagraph":false},{"content":"About three and a half years ago","startTime":66000,"duration":2000,"startOfParagraph":true},{"content":"I made a discovery.","startTime":68000,"duration":2000,"startOfParagraph":false},{"content":"And this discovery profoundly changed","startTime":70000,"duration":3000,"startOfParagraph":false},{"content":"my view on how I thought the world worked,","startTime":73000,"duration":3000,"startOfParagraph":false},{"content":"and it even profoundly changed the way in which","startTime":76000,"duration":2000,"startOfParagraph":false},{"content":"I operate in it.","startTime":78000,"duration":2000,"startOfParagraph":false},{"content":"As it turns out, there's a pattern.","startTime":82000,"duration":3000,"startOfParagraph":false},{"content":"As it turns out, all the great and inspiring leaders","startTime":85000,"duration":2000,"startOfParagraph":false},{"content":"and organizations in the world --","startTime":87000,"duration":2000,"startOfParagraph":false},{"content":"whether it's Apple or Martin Luther King or the Wright brothers --","startTime":89000,"duration":3000,"startOfParagraph":false},{"content":"they all think, act and communicate","startTime":92000,"duration":2000,"startOfParagraph":false},{"content":"the exact same way.","startTime":94000,"duration":2000,"startOfParagraph":false},{"content":"And it's the complete opposite","startTime":96000,"duration":2000,"startOfParagraph":false},{"content":"to everyone else.","startTime":98000,"duration":2000,"startOfParagraph":false},{"content":"All I did was codify it,","startTime":100000,"duration":2000,"startOfParagraph":false},{"content":"and it's probably the world's","startTime":102000,"duration":2000,"startOfParagraph":false},{"content":"simplest idea.","startTime":104000,"duration":2000,"startOfParagraph":false},{"content":"I call it the golden circle.","startTime":106000,"duration":2000,"startOfParagraph":false},{"content":"Why? How? What?","startTime":116000,"duration":3000,"startOfParagraph":true},{"content":"This little idea explains","startTime":119000,"duration":2000,"startOfParagraph":false},{"content":"why some organizations and some leaders","startTime":121000,"duration":2000,"startOfParagraph":false},{"content":"are able to inspire where others aren't.","startTime":123000,"duration":2000,"startOfParagraph":false},{"content":"Let me define the terms really quickly.","startTime":125000,"duration":2000,"startOfParagraph":false},{"content":"Every single person, every single organization on the planet","startTime":127000,"duration":3000,"startOfParagraph":false},{"content":"knows what they do,","startTime":130000,"duration":2000,"startOfParagraph":false},{"content":"100 percent.","startTime":132000,"duration":2000,"startOfParagraph":false},{"content":"Some know how they do it,","startTime":134000,"duration":2000,"startOfParagraph":false},{"content":"whether you call it your differentiated value proposition","startTime":136000,"duration":2000,"startOfParagraph":false},{"content":"or your proprietary process or your USP.","startTime":138000,"duration":3000,"startOfParagraph":false},{"content":"But very, very few people or organizations","startTime":141000,"duration":3000,"startOfParagraph":false},{"content":"know why they do what they do.","startTime":144000,"duration":2000,"startOfParagraph":false},{"content":"And by \"why\" I don't mean \"to make a profit.\"","startTime":146000,"duration":2000,"startOfParagraph":false},{"content":"That's a result. It's always a result.","startTime":148000,"duration":2000,"startOfParagraph":false},{"content":"By \"why,\" I mean: What's your purpose?","startTime":150000,"duration":2000,"startOfParagraph":false},{"content":"What's your cause? What's your belief?","startTime":152000,"duration":2000,"startOfParagraph":false},{"content":"Why does your organization exist?","startTime":155000,"duration":3000,"startOfParagraph":false},{"content":"Why do you get out of bed in the morning?","startTime":158000,"duration":2000,"startOfParagraph":false},{"content":"And why should anyone care?","startTime":160000,"duration":3000,"startOfParagraph":false},{"content":"Well, as a result, the way we think, the way we act,","startTime":163000,"duration":2000,"startOfParagraph":false},{"content":"the way we communicate is from the outside in.","startTime":165000,"duration":2000,"startOfParagraph":false},{"content":"It's obvious. We go from the clearest thing to the fuzziest thing.","startTime":167000,"duration":3000,"startOfParagraph":false},{"content":"But the inspired leaders","startTime":170000,"duration":2000,"startOfParagraph":false},{"content":"and the inspired organizations --","startTime":172000,"duration":2000,"startOfParagraph":false},{"content":"regardless of their size, regardless of their industry --","startTime":174000,"duration":3000,"startOfParagraph":false},{"content":"all think, act and communicate","startTime":177000,"duration":2000,"startOfParagraph":false},{"content":"from the inside out.","startTime":179000,"duration":2000,"startOfParagraph":false},{"content":"Let me give you an example.","startTime":182000,"duration":2000,"startOfParagraph":true},{"content":"I use Apple because they're easy to understand and everybody gets it.","startTime":184000,"duration":3000,"startOfParagraph":false},{"content":"If Apple were like everyone else,","startTime":187000,"duration":3000,"startOfParagraph":false},{"content":"a marketing message from them might sound like this:","startTime":190000,"duration":3000,"startOfParagraph":false},{"content":"\"We make great computers.","startTime":193000,"duration":3000,"startOfParagraph":false},{"content":"They're beautifully designed, simple to use","startTime":196000,"duration":2000,"startOfParagraph":false},{"content":"and user friendly.","startTime":198000,"duration":2000,"startOfParagraph":false},{"content":"Want to buy one?\" \"Meh.\"","startTime":200000,"duration":3000,"startOfParagraph":false},{"content":"And that's how most of us communicate.","startTime":203000,"duration":2000,"startOfParagraph":false},{"content":"That's how most marketing is done, that's how most sales is done","startTime":205000,"duration":2000,"startOfParagraph":false},{"content":"and that's how most of us communicate interpersonally.","startTime":207000,"duration":2000,"startOfParagraph":false},{"content":"We say what we do, we say how we're different or how we're better","startTime":209000,"duration":3000,"startOfParagraph":false},{"content":"and we expect some sort of a behavior,","startTime":212000,"duration":2000,"startOfParagraph":false},{"content":"a purchase, a vote, something like that.","startTime":214000,"duration":2000,"startOfParagraph":false},{"content":"Here's our new law firm:","startTime":216000,"duration":2000,"startOfParagraph":false},{"content":"We have the best lawyers with the biggest clients,","startTime":218000,"duration":2000,"startOfParagraph":false},{"content":"we always perform for our clients who do business with us.","startTime":220000,"duration":2000,"startOfParagraph":false},{"content":"Here's our new car:","startTime":222000,"duration":2000,"startOfParagraph":false},{"content":"It gets great gas mileage, it has leather seats, buy our car.","startTime":224000,"duration":3000,"startOfParagraph":false},{"content":"But it's uninspiring.","startTime":227000,"duration":2000,"startOfParagraph":false},{"content":"Here's how Apple actually communicates.","startTime":229000,"duration":3000,"startOfParagraph":true},{"content":"\"Everything we do,","startTime":233000,"duration":2000,"startOfParagraph":false},{"content":"we believe in challenging the status quo.","startTime":235000,"duration":3000,"startOfParagraph":false},{"content":"We believe in thinking differently.","startTime":238000,"duration":3000,"startOfParagraph":false},{"content":"The way we challenge the status quo","startTime":241000,"duration":2000,"startOfParagraph":false},{"content":"is by making our products beautifully designed,","startTime":243000,"duration":3000,"startOfParagraph":false},{"content":"simple to use and user friendly.","startTime":246000,"duration":2000,"startOfParagraph":false},{"content":"We just happen to make great computers.","startTime":248000,"duration":3000,"startOfParagraph":false},{"content":"Want to buy one?\"","startTime":251000,"duration":2000,"startOfParagraph":false},{"content":"Totally different right? You're ready to buy a computer from me.","startTime":253000,"duration":3000,"startOfParagraph":false},{"content":"All I did was reverse the order of the information.","startTime":256000,"duration":2000,"startOfParagraph":false},{"content":"What it proves to us is that people don't buy what you do;","startTime":258000,"duration":3000,"startOfParagraph":false},{"content":"people buy why you do it.","startTime":261000,"duration":2000,"startOfParagraph":false},{"content":"People don't buy what you do; they buy why you do it.","startTime":263000,"duration":2000,"startOfParagraph":false},{"content":"This explains why","startTime":265000,"duration":2000,"startOfParagraph":true},{"content":"every single person in this room","startTime":267000,"duration":2000,"startOfParagraph":false},{"content":"is perfectly comfortable buying a computer from Apple.","startTime":269000,"duration":3000,"startOfParagraph":false},{"content":"But we're also perfectly comfortable","startTime":272000,"duration":2000,"startOfParagraph":false},{"content":"buying an MP3 player from Apple, or a phone from Apple,","startTime":274000,"duration":3000,"startOfParagraph":false},{"content":"or a DVR from Apple.","startTime":277000,"duration":2000,"startOfParagraph":false},{"content":"But, as I said before, Apple's just a computer company.","startTime":279000,"duration":2000,"startOfParagraph":false},{"content":"There's nothing that distinguishes them","startTime":281000,"duration":2000,"startOfParagraph":false},{"content":"structurally from any of their competitors.","startTime":283000,"duration":2000,"startOfParagraph":false},{"content":"Their competitors are all equally qualified to make all of these products.","startTime":285000,"duration":3000,"startOfParagraph":false},{"content":"In fact, they tried.","startTime":288000,"duration":2000,"startOfParagraph":false},{"content":"A few years ago, Gateway came out with flat screen TVs.","startTime":290000,"duration":3000,"startOfParagraph":false},{"content":"They're eminently qualified to make flat screen TVs.","startTime":293000,"duration":2000,"startOfParagraph":false},{"content":"They've been making flat screen monitors for years.","startTime":295000,"duration":3000,"startOfParagraph":false},{"content":"Nobody bought one.","startTime":298000,"duration":2000,"startOfParagraph":false},{"content":"Dell came out with MP3 players and PDAs,","startTime":305000,"duration":3000,"startOfParagraph":false},{"content":"and they make great quality products,","startTime":308000,"duration":2000,"startOfParagraph":false},{"content":"and they can make perfectly well-designed products --","startTime":310000,"duration":3000,"startOfParagraph":false},{"content":"and nobody bought one.","startTime":313000,"duration":2000,"startOfParagraph":false},{"content":"In fact, talking about it now, we can't even imagine","startTime":315000,"duration":2000,"startOfParagraph":false},{"content":"buying an MP3 player from Dell.","startTime":317000,"duration":2000,"startOfParagraph":false},{"content":"Why would you buy an MP3 player from a computer company?","startTime":319000,"duration":2000,"startOfParagraph":false},{"content":"But we do it every day.","startTime":321000,"duration":2000,"startOfParagraph":false},{"content":"People don't buy what you do; they buy why you do it.","startTime":323000,"duration":2000,"startOfParagraph":false},{"content":"The goal is not to do business","startTime":325000,"duration":2000,"startOfParagraph":false},{"content":"with everybody who needs what you have.","startTime":327000,"duration":3000,"startOfParagraph":false},{"content":"The goal is to do business with people","startTime":331000,"duration":2000,"startOfParagraph":false},{"content":"who believe what you believe.","startTime":333000,"duration":3000,"startOfParagraph":false},{"content":"Here's the best part:","startTime":336000,"duration":2000,"startOfParagraph":false},{"content":"None of what I'm telling you is my opinion.","startTime":338000,"duration":2000,"startOfParagraph":true},{"content":"It's all grounded in the tenets of biology.","startTime":340000,"duration":3000,"startOfParagraph":false},{"content":"Not psychology, biology.","startTime":343000,"duration":2000,"startOfParagraph":false},{"content":"If you look at a cross-section of the human brain, looking from the top down,","startTime":345000,"duration":3000,"startOfParagraph":false},{"content":"what you see is the human brain is actually broken","startTime":348000,"duration":2000,"startOfParagraph":false},{"content":"into three major components","startTime":350000,"duration":2000,"startOfParagraph":false},{"content":"that correlate perfectly with the golden circle.","startTime":352000,"duration":3000,"startOfParagraph":false},{"content":"Our newest brain, our Homo sapien brain,","startTime":355000,"duration":3000,"startOfParagraph":false},{"content":"our neocortex,","startTime":358000,"duration":2000,"startOfParagraph":false},{"content":"corresponds with the \"what\" level.","startTime":360000,"duration":2000,"startOfParagraph":false},{"content":"The neocortex is responsible for all of our","startTime":362000,"duration":2000,"startOfParagraph":false},{"content":"rational and analytical thought","startTime":364000,"duration":2000,"startOfParagraph":false},{"content":"and language.","startTime":366000,"duration":2000,"startOfParagraph":false},{"content":"The middle two sections make up our limbic brains,","startTime":368000,"duration":3000,"startOfParagraph":false},{"content":"and our limbic brains are responsible for all of our feelings,","startTime":371000,"duration":3000,"startOfParagraph":false},{"content":"like trust and loyalty.","startTime":374000,"duration":3000,"startOfParagraph":false},{"content":"It's also responsible for all human behavior,","startTime":377000,"duration":2000,"startOfParagraph":false},{"content":"all decision-making,","startTime":379000,"duration":2000,"startOfParagraph":false},{"content":"and it has no capacity for language.","startTime":381000,"duration":3000,"startOfParagraph":false},{"content":"In other words, when we communicate from the outside in,","startTime":384000,"duration":3000,"startOfParagraph":true},{"content":"yes, people can understand vast amounts of complicated information","startTime":387000,"duration":3000,"startOfParagraph":false},{"content":"like features and benefits and facts and figures.","startTime":390000,"duration":3000,"startOfParagraph":false},{"content":"It just doesn't drive behavior.","startTime":393000,"duration":2000,"startOfParagraph":false},{"content":"When we can communicate from the inside out,","startTime":395000,"duration":2000,"startOfParagraph":false},{"content":"we're talking directly to the part of the brain","startTime":397000,"duration":2000,"startOfParagraph":false},{"content":"that controls behavior,","startTime":399000,"duration":2000,"startOfParagraph":false},{"content":"and then we allow people to rationalize it","startTime":401000,"duration":2000,"startOfParagraph":false},{"content":"with the tangible things we say and do.","startTime":403000,"duration":2000,"startOfParagraph":false},{"content":"This is where gut decisions come from.","startTime":405000,"duration":2000,"startOfParagraph":false},{"content":"You know, sometimes you can give somebody","startTime":407000,"duration":2000,"startOfParagraph":false},{"content":"all the facts and figures,","startTime":409000,"duration":2000,"startOfParagraph":false},{"content":"and they say, \"I know what all the facts and details say, ","startTime":411000,"duration":2000,"startOfParagraph":false},{"content":"but it just doesn't feel right.\"","startTime":413000,"duration":2000,"startOfParagraph":false},{"content":"Why would we use that verb, it doesn't \"feel\" right?","startTime":415000,"duration":3000,"startOfParagraph":false},{"content":"Because the part of the brain that controls decision-making","startTime":418000,"duration":2000,"startOfParagraph":false},{"content":"doesn't control language.","startTime":420000,"duration":2000,"startOfParagraph":false},{"content":"And the best we can muster up is, \"I don't know. It just doesn't feel right.\"","startTime":422000,"duration":3000,"startOfParagraph":false},{"content":"Or sometimes you say you're leading with your heart,","startTime":425000,"duration":2000,"startOfParagraph":false},{"content":"or you're leading with your soul.","startTime":427000,"duration":2000,"startOfParagraph":false},{"content":"Well, I hate to break it to you, those aren't other body parts","startTime":429000,"duration":2000,"startOfParagraph":false},{"content":"controlling your behavior.","startTime":431000,"duration":2000,"startOfParagraph":false},{"content":"It's all happening here in your limbic brain,","startTime":433000,"duration":2000,"startOfParagraph":false},{"content":"the part of the brain that controls decision-making and not language.","startTime":435000,"duration":3000,"startOfParagraph":false},{"content":"But if you don't know why you do what you do,","startTime":438000,"duration":3000,"startOfParagraph":true},{"content":"and people respond to why you do what you do,","startTime":441000,"duration":3000,"startOfParagraph":false},{"content":"then how will you ever get people","startTime":444000,"duration":3000,"startOfParagraph":false},{"content":"to vote for you, or buy something from you,","startTime":447000,"duration":2000,"startOfParagraph":false},{"content":"or, more importantly, be loyal","startTime":449000,"duration":2000,"startOfParagraph":false},{"content":"and want to be a part of what it is that you do.","startTime":451000,"duration":3000,"startOfParagraph":false},{"content":"Again, the goal is not just to sell to people who need what you have;","startTime":454000,"duration":3000,"startOfParagraph":false},{"content":"the goal is to sell to people who believe what you believe.","startTime":457000,"duration":3000,"startOfParagraph":false},{"content":"The goal is not just to hire people","startTime":460000,"duration":2000,"startOfParagraph":false},{"content":"who need a job;","startTime":462000,"duration":2000,"startOfParagraph":false},{"content":"it's to hire people who believe what you believe.","startTime":464000,"duration":3000,"startOfParagraph":false},{"content":"I always say that, you know,","startTime":467000,"duration":3000,"startOfParagraph":false},{"content":"if you hire people just because they can do a job, they'll work for your money,","startTime":472000,"duration":3000,"startOfParagraph":false},{"content":"but if you hire people who believe what you believe,","startTime":475000,"duration":2000,"startOfParagraph":false},{"content":"they'll work for you with blood and sweat and tears.","startTime":477000,"duration":2000,"startOfParagraph":false},{"content":"And nowhere else is there a better example of this","startTime":479000,"duration":2000,"startOfParagraph":false},{"content":"than with the Wright brothers.","startTime":481000,"duration":2000,"startOfParagraph":false},{"content":"Most people don't know about Samuel Pierpont Langley.","startTime":483000,"duration":3000,"startOfParagraph":true},{"content":"And back in the early 20th century,","startTime":486000,"duration":3000,"startOfParagraph":false},{"content":"the pursuit of powered man flight was like the dot com of the day.","startTime":489000,"duration":3000,"startOfParagraph":false},{"content":"Everybody was trying it.","startTime":492000,"duration":2000,"startOfParagraph":false},{"content":"And Samuel Pierpont Langley had, what we assume,","startTime":494000,"duration":3000,"startOfParagraph":false},{"content":"to be the recipe for success.","startTime":497000,"duration":3000,"startOfParagraph":false},{"content":"I mean, even now, you ask people,","startTime":500000,"duration":2000,"startOfParagraph":false},{"content":"\"Why did your product or why did your company fail?\"","startTime":502000,"duration":2000,"startOfParagraph":false},{"content":"and people always give you the same permutation","startTime":504000,"duration":2000,"startOfParagraph":false},{"content":"of the same three things:","startTime":506000,"duration":2000,"startOfParagraph":false},{"content":"under-capitalized, the wrong people, bad market conditions.","startTime":508000,"duration":3000,"startOfParagraph":false},{"content":"It's always the same three things, so let's explore that.","startTime":511000,"duration":3000,"startOfParagraph":false},{"content":"Samuel Pierpont Langley","startTime":514000,"duration":2000,"startOfParagraph":false},{"content":"was given 50,000 dollars by the War Department","startTime":516000,"duration":3000,"startOfParagraph":false},{"content":"to figure out this flying machine.","startTime":519000,"duration":2000,"startOfParagraph":false},{"content":"Money was no problem.","startTime":521000,"duration":2000,"startOfParagraph":false},{"content":"He held a seat at Harvard","startTime":523000,"duration":2000,"startOfParagraph":false},{"content":"and worked at the Smithsonian and was extremely well-connected;","startTime":525000,"duration":3000,"startOfParagraph":false},{"content":"he knew all the big minds of the day.","startTime":528000,"duration":2000,"startOfParagraph":false},{"content":"He hired the best minds","startTime":530000,"duration":2000,"startOfParagraph":false},{"content":"money could find","startTime":532000,"duration":2000,"startOfParagraph":false},{"content":"and the market conditions were fantastic.","startTime":534000,"duration":2000,"startOfParagraph":false},{"content":"The New York Times followed him around everywhere,","startTime":536000,"duration":3000,"startOfParagraph":false},{"content":"and everyone was rooting for Langley.","startTime":539000,"duration":2000,"startOfParagraph":false},{"content":"Then how come we've never heard of Samuel Pierpont Langley?","startTime":541000,"duration":3000,"startOfParagraph":false},{"content":"A few hundred miles away in Dayton Ohio,","startTime":544000,"duration":3000,"startOfParagraph":true},{"content":"Orville and Wilbur Wright,","startTime":547000,"duration":2000,"startOfParagraph":false},{"content":"they had none of what we consider","startTime":549000,"duration":2000,"startOfParagraph":false},{"content":"to be the recipe for success.","startTime":551000,"duration":2000,"startOfParagraph":false},{"content":"They had no money;","startTime":553000,"duration":2000,"startOfParagraph":false},{"content":"they paid for their dream with the proceeds from their bicycle shop;","startTime":555000,"duration":3000,"startOfParagraph":false},{"content":"not a single person on the Wright brothers' team","startTime":558000,"duration":2000,"startOfParagraph":false},{"content":"had a college education,","startTime":560000,"duration":2000,"startOfParagraph":false},{"content":"not even Orville or Wilbur;","startTime":562000,"duration":2000,"startOfParagraph":false},{"content":"and The New York Times followed them around nowhere.","startTime":564000,"duration":3000,"startOfParagraph":false},{"content":"The difference was,","startTime":567000,"duration":2000,"startOfParagraph":false},{"content":"Orville and Wilbur were driven by a cause,","startTime":569000,"duration":2000,"startOfParagraph":false},{"content":"by a purpose, by a belief.","startTime":571000,"duration":2000,"startOfParagraph":false},{"content":"They believed that if they","startTime":573000,"duration":2000,"startOfParagraph":false},{"content":"could figure out this flying machine,","startTime":575000,"duration":2000,"startOfParagraph":false},{"content":"it'll change the course of the world.","startTime":577000,"duration":3000,"startOfParagraph":false},{"content":"Samuel Pierpont Langley was different.","startTime":580000,"duration":2000,"startOfParagraph":false},{"content":"He wanted to be rich, and he wanted to be famous.","startTime":582000,"duration":3000,"startOfParagraph":false},{"content":"He was in pursuit of the result.","startTime":585000,"duration":2000,"startOfParagraph":false},{"content":"He was in pursuit of the riches.","startTime":587000,"duration":2000,"startOfParagraph":false},{"content":"And lo and behold, look what happened.","startTime":589000,"duration":3000,"startOfParagraph":false},{"content":"The people who believed in the Wright brothers' dream","startTime":592000,"duration":2000,"startOfParagraph":false},{"content":"worked with them with blood and sweat and tears.","startTime":594000,"duration":3000,"startOfParagraph":false},{"content":"The others just worked for the paycheck.","startTime":597000,"duration":2000,"startOfParagraph":false},{"content":"And they tell stories of how every time the Wright brothers went out,","startTime":599000,"duration":3000,"startOfParagraph":false},{"content":"they would have to take five sets of parts,","startTime":602000,"duration":2000,"startOfParagraph":false},{"content":"because that's how many times they would crash","startTime":604000,"duration":2000,"startOfParagraph":false},{"content":"before they came in for supper.","startTime":606000,"duration":2000,"startOfParagraph":false},{"content":"And, eventually, on December 17th, 1903,","startTime":609000,"duration":3000,"startOfParagraph":true},{"content":"the Wright brothers took flight,","startTime":612000,"duration":3000,"startOfParagraph":false},{"content":"and no one was there to even experience it.","startTime":615000,"duration":2000,"startOfParagraph":false},{"content":"We found out about it a few days later.","startTime":617000,"duration":3000,"startOfParagraph":false},{"content":"And further proof that Langley","startTime":621000,"duration":2000,"startOfParagraph":false},{"content":"was motivated by the wrong thing:","startTime":623000,"duration":2000,"startOfParagraph":false},{"content":"The day the Wright brothers took flight, he quit.","startTime":625000,"duration":3000,"startOfParagraph":false},{"content":"He could have said,","startTime":628000,"duration":2000,"startOfParagraph":false},{"content":"\"That's an amazing discovery, guys,","startTime":630000,"duration":2000,"startOfParagraph":false},{"content":"and I will improve upon your technology,\" but he didn't.","startTime":632000,"duration":3000,"startOfParagraph":false},{"content":"He wasn't first, he didn't get rich,","startTime":635000,"duration":2000,"startOfParagraph":false},{"content":"he didn't get famous so he quit.","startTime":637000,"duration":2000,"startOfParagraph":false},{"content":"People don't buy what you do; they buy why you do it.","startTime":639000,"duration":3000,"startOfParagraph":true},{"content":"And if you talk about what you believe,","startTime":642000,"duration":2000,"startOfParagraph":false},{"content":"you will attract those who believe what you believe.","startTime":644000,"duration":3000,"startOfParagraph":false},{"content":"But why is it important to attract those who believe what you believe?","startTime":647000,"duration":3000,"startOfParagraph":false},{"content":"Something called the law of diffusion of innovation,","startTime":652000,"duration":2000,"startOfParagraph":false},{"content":"and if you don't know the law, you definitely know the terminology.","startTime":654000,"duration":3000,"startOfParagraph":false},{"content":"The first two and a half percent of our population","startTime":657000,"duration":3000,"startOfParagraph":false},{"content":"are our innovators.","startTime":660000,"duration":2000,"startOfParagraph":false},{"content":"The next 13 and a half percent of our population","startTime":662000,"duration":3000,"startOfParagraph":false},{"content":"are our early adopters.","startTime":665000,"duration":2000,"startOfParagraph":false},{"content":"The next 34 percent are your early majority,","startTime":667000,"duration":2000,"startOfParagraph":false},{"content":"your late majority and your laggards.","startTime":669000,"duration":3000,"startOfParagraph":false},{"content":"The only reason these people buy touch tone phones","startTime":672000,"duration":3000,"startOfParagraph":false},{"content":"is because you can't buy rotary phones anymore.","startTime":675000,"duration":2000,"startOfParagraph":false},{"content":"(Laughter)","startTime":677000,"duration":2000,"startOfParagraph":true},{"content":"We all sit at various places at various times on this scale,","startTime":679000,"duration":3000,"startOfParagraph":true},{"content":"but what the law of diffusion of innovation tells us","startTime":682000,"duration":3000,"startOfParagraph":false},{"content":"is that if you want mass-market success","startTime":685000,"duration":3000,"startOfParagraph":false},{"content":"or mass-market acceptance of an idea,","startTime":688000,"duration":2000,"startOfParagraph":false},{"content":"you cannot have it","startTime":690000,"duration":2000,"startOfParagraph":false},{"content":"until you achieve this tipping point","startTime":692000,"duration":2000,"startOfParagraph":false},{"content":"between 15 and 18 percent market penetration,","startTime":694000,"duration":3000,"startOfParagraph":false},{"content":"and then the system tips.","startTime":697000,"duration":3000,"startOfParagraph":false},{"content":"And I love asking businesses, \"What's your conversion on new business?\"","startTime":700000,"duration":3000,"startOfParagraph":false},{"content":"And they love to tell you, \"Oh, it's about 10 percent,\" proudly.","startTime":703000,"duration":2000,"startOfParagraph":false},{"content":"Well, you can trip over 10 percent of the customers.","startTime":705000,"duration":2000,"startOfParagraph":false},{"content":"We all have about 10 percent who just \"get it.\"","startTime":707000,"duration":2000,"startOfParagraph":false},{"content":"That's how we describe them, right?","startTime":709000,"duration":2000,"startOfParagraph":false},{"content":"That's like that gut feeling, \"Oh, they just get it.\"","startTime":711000,"duration":2000,"startOfParagraph":false},{"content":"The problem is: How do you find the ones that get it","startTime":713000,"duration":3000,"startOfParagraph":false},{"content":"before you're doing business with them versus the ones who don't get it?","startTime":716000,"duration":3000,"startOfParagraph":false},{"content":"So it's this here, this little gap","startTime":719000,"duration":2000,"startOfParagraph":false},{"content":"that you have to close,","startTime":721000,"duration":2000,"startOfParagraph":false},{"content":"as Jeffrey Moore calls it, \"Crossing the Chasm\" --","startTime":723000,"duration":2000,"startOfParagraph":false},{"content":"because, you see, the early majority","startTime":725000,"duration":2000,"startOfParagraph":false},{"content":"will not try something","startTime":727000,"duration":2000,"startOfParagraph":false},{"content":"until someone else","startTime":729000,"duration":2000,"startOfParagraph":false},{"content":"has tried it first.","startTime":731000,"duration":2000,"startOfParagraph":false},{"content":"And these guys, the innovators and the early adopters,","startTime":733000,"duration":3000,"startOfParagraph":false},{"content":"they're comfortable making those gut decisions.","startTime":736000,"duration":2000,"startOfParagraph":false},{"content":"They're more comfortable making those intuitive decisions","startTime":738000,"duration":3000,"startOfParagraph":false},{"content":"that are driven by what they believe about the world","startTime":741000,"duration":3000,"startOfParagraph":false},{"content":"and not just what product is available.","startTime":745000,"duration":2000,"startOfParagraph":false},{"content":"These are the people who stood in line for six hours","startTime":747000,"duration":2000,"startOfParagraph":true},{"content":"to buy an iPhone when they first came out,","startTime":749000,"duration":2000,"startOfParagraph":false},{"content":"when you could have just walked into the store the next week","startTime":751000,"duration":2000,"startOfParagraph":false},{"content":"and bought one off the shelf.","startTime":753000,"duration":2000,"startOfParagraph":false},{"content":"These are the people who spent 40,000 dollars","startTime":755000,"duration":2000,"startOfParagraph":false},{"content":"on flat screen TVs when they first came out,","startTime":757000,"duration":3000,"startOfParagraph":false},{"content":"even though the technology was substandard.","startTime":760000,"duration":3000,"startOfParagraph":false},{"content":"And, by the way, they didn't do it","startTime":763000,"duration":2000,"startOfParagraph":false},{"content":"because the technology was so great;","startTime":765000,"duration":2000,"startOfParagraph":false},{"content":"they did it for themselves.","startTime":767000,"duration":2000,"startOfParagraph":false},{"content":"It's because they wanted to be first.","startTime":769000,"duration":2000,"startOfParagraph":false},{"content":"People don't buy what you do; they buy why you do it","startTime":771000,"duration":2000,"startOfParagraph":false},{"content":"and what you do simply","startTime":773000,"duration":2000,"startOfParagraph":false},{"content":"proves what you believe.","startTime":775000,"duration":2000,"startOfParagraph":false},{"content":"In fact, people will do the things","startTime":777000,"duration":2000,"startOfParagraph":false},{"content":"that prove what they believe.","startTime":779000,"duration":2000,"startOfParagraph":false},{"content":"The reason that person bought the iPhone","startTime":781000,"duration":2000,"startOfParagraph":false},{"content":"in the first six hours,","startTime":783000,"duration":3000,"startOfParagraph":false},{"content":"stood in line for six hours,","startTime":786000,"duration":2000,"startOfParagraph":false},{"content":"was because of what they believed about the world,","startTime":788000,"duration":2000,"startOfParagraph":false},{"content":"and how they wanted everybody to see them:","startTime":790000,"duration":2000,"startOfParagraph":false},{"content":"They were first.","startTime":792000,"duration":2000,"startOfParagraph":false},{"content":"People don't buy what you do; they buy why you do it.","startTime":794000,"duration":2000,"startOfParagraph":false},{"content":"So let me give you a famous example,","startTime":796000,"duration":2000,"startOfParagraph":true},{"content":"a famous failure and a famous success","startTime":798000,"duration":2000,"startOfParagraph":false},{"content":"of the law of diffusion of innovation.","startTime":800000,"duration":2000,"startOfParagraph":false},{"content":"First, the famous failure.","startTime":802000,"duration":2000,"startOfParagraph":false},{"content":"It's a commercial example.","startTime":804000,"duration":2000,"startOfParagraph":false},{"content":"As we said before, a second ago,","startTime":806000,"duration":2000,"startOfParagraph":false},{"content":"the recipe for success is money and the right people and the right market conditions,","startTime":808000,"duration":3000,"startOfParagraph":false},{"content":"right? You should have success then.","startTime":811000,"duration":2000,"startOfParagraph":false},{"content":"Look at TiVo.","startTime":813000,"duration":2000,"startOfParagraph":false},{"content":"From the time TiVo came out about eight or nine years ago","startTime":815000,"duration":2000,"startOfParagraph":false},{"content":"to this current day,","startTime":817000,"duration":2000,"startOfParagraph":false},{"content":"they are the single highest-quality product on the market,","startTime":819000,"duration":3000,"startOfParagraph":false},{"content":"hands down, there is no dispute.","startTime":822000,"duration":3000,"startOfParagraph":false},{"content":"They were extremely well-funded.","startTime":825000,"duration":2000,"startOfParagraph":false},{"content":"Market conditions were fantastic.","startTime":827000,"duration":2000,"startOfParagraph":false},{"content":"I mean, we use TiVo as verb.","startTime":829000,"duration":2000,"startOfParagraph":false},{"content":"I TiVo stuff on my piece of junk Time Warner DVR all the time.","startTime":831000,"duration":3000,"startOfParagraph":false},{"content":"But TiVo's a commercial failure.","startTime":837000,"duration":2000,"startOfParagraph":true},{"content":"They've never made money.","startTime":839000,"duration":2000,"startOfParagraph":false},{"content":"And when they went IPO,","startTime":841000,"duration":2000,"startOfParagraph":false},{"content":"their stock was at about 30 or 40 dollars","startTime":843000,"duration":2000,"startOfParagraph":false},{"content":"and then plummeted, and it's never traded above 10.","startTime":845000,"duration":2000,"startOfParagraph":false},{"content":"In fact, I don't think it's even traded above six,","startTime":847000,"duration":3000,"startOfParagraph":false},{"content":"except for a couple of little spikes.","startTime":850000,"duration":2000,"startOfParagraph":false},{"content":"Because you see, when TiVo launched their product","startTime":852000,"duration":2000,"startOfParagraph":false},{"content":"they told us all what they had.","startTime":854000,"duration":3000,"startOfParagraph":false},{"content":"They said, \"We have a product that pauses live TV,","startTime":857000,"duration":3000,"startOfParagraph":false},{"content":"skips commercials, rewinds live TV","startTime":860000,"duration":3000,"startOfParagraph":false},{"content":"and memorizes your viewing habits","startTime":863000,"duration":2000,"startOfParagraph":false},{"content":"without you even asking.\"","startTime":865000,"duration":3000,"startOfParagraph":false},{"content":"And the cynical majority said,","startTime":868000,"duration":2000,"startOfParagraph":false},{"content":"\"We don't believe you.","startTime":870000,"duration":2000,"startOfParagraph":false},{"content":"We don't need it. We don't like it.","startTime":872000,"duration":2000,"startOfParagraph":false},{"content":"You're scaring us.\"","startTime":874000,"duration":2000,"startOfParagraph":false},{"content":"What if they had said,","startTime":876000,"duration":2000,"startOfParagraph":false},{"content":"\"If you're the kind of person","startTime":878000,"duration":2000,"startOfParagraph":false},{"content":"who likes to have total control","startTime":880000,"duration":3000,"startOfParagraph":false},{"content":"over every aspect of your life,","startTime":883000,"duration":3000,"startOfParagraph":false},{"content":"boy, do we have a product for you.","startTime":886000,"duration":3000,"startOfParagraph":false},{"content":"It pauses live TV, skips commercials,","startTime":889000,"duration":2000,"startOfParagraph":false},{"content":"memorizes your viewing habits, etc., etc.\"","startTime":891000,"duration":3000,"startOfParagraph":false},{"content":"People don't buy what you do; they buy why you do it,","startTime":894000,"duration":2000,"startOfParagraph":false},{"content":"and what you do simply serves as","startTime":896000,"duration":2000,"startOfParagraph":false},{"content":"the proof of what you believe.","startTime":898000,"duration":2000,"startOfParagraph":false},{"content":"Now let me give you a successful example","startTime":900000,"duration":3000,"startOfParagraph":true},{"content":"of the law of diffusion of innovation.","startTime":903000,"duration":3000,"startOfParagraph":false},{"content":"In the summer of 1963,","startTime":906000,"duration":3000,"startOfParagraph":false},{"content":"250,000 people showed up","startTime":909000,"duration":2000,"startOfParagraph":false},{"content":"on the mall in Washington","startTime":911000,"duration":2000,"startOfParagraph":false},{"content":"to hear Dr. King speak.","startTime":913000,"duration":2000,"startOfParagraph":false},{"content":"They sent out no invitations,","startTime":916000,"duration":3000,"startOfParagraph":false},{"content":"and there was no website to check the date.","startTime":919000,"duration":3000,"startOfParagraph":false},{"content":"How do you do that?","startTime":922000,"duration":2000,"startOfParagraph":false},{"content":"Well, Dr. King wasn't the only man in America","startTime":924000,"duration":2000,"startOfParagraph":false},{"content":"who was a great orator.","startTime":926000,"duration":2000,"startOfParagraph":false},{"content":"He wasn't the only man in America who suffered","startTime":928000,"duration":2000,"startOfParagraph":false},{"content":"in a pre-civil rights America.","startTime":930000,"duration":2000,"startOfParagraph":false},{"content":"In fact, some of his ideas were bad.","startTime":932000,"duration":3000,"startOfParagraph":false},{"content":"But he had a gift.","startTime":935000,"duration":2000,"startOfParagraph":false},{"content":"He didn't go around telling people what needed to change in America.","startTime":937000,"duration":3000,"startOfParagraph":false},{"content":"He went around and told people what he believed.","startTime":940000,"duration":2000,"startOfParagraph":false},{"content":"\"I believe, I believe, I believe,\"","startTime":942000,"duration":2000,"startOfParagraph":false},{"content":"he told people.","startTime":944000,"duration":2000,"startOfParagraph":false},{"content":"And people who believed what he believed","startTime":946000,"duration":2000,"startOfParagraph":false},{"content":"took his cause, and they made it their own,","startTime":948000,"duration":2000,"startOfParagraph":false},{"content":"and they told people.","startTime":950000,"duration":2000,"startOfParagraph":false},{"content":"And some of those people created structures","startTime":952000,"duration":2000,"startOfParagraph":false},{"content":"to get the word out to even more people.","startTime":954000,"duration":2000,"startOfParagraph":false},{"content":"And lo and behold,","startTime":956000,"duration":2000,"startOfParagraph":false},{"content":"250,000 people showed up","startTime":958000,"duration":2000,"startOfParagraph":false},{"content":"on the right day at the right time","startTime":960000,"duration":3000,"startOfParagraph":false},{"content":"to hear him speak.","startTime":963000,"duration":2000,"startOfParagraph":false},{"content":"How many of them showed up for him?","startTime":965000,"duration":3000,"startOfParagraph":true},{"content":"Zero.","startTime":969000,"duration":2000,"startOfParagraph":false},{"content":"They showed up for themselves.","startTime":971000,"duration":2000,"startOfParagraph":false},{"content":"It's what they believed about America","startTime":973000,"duration":2000,"startOfParagraph":false},{"content":"that got them to travel in a bus for eight hours","startTime":975000,"duration":3000,"startOfParagraph":false},{"content":"to stand in the sun in Washington in the middle of August.","startTime":978000,"duration":3000,"startOfParagraph":false},{"content":"It's what they believed, and it wasn't about black versus white:","startTime":981000,"duration":3000,"startOfParagraph":false},{"content":"25 percent of the audience was white.","startTime":984000,"duration":3000,"startOfParagraph":false},{"content":"Dr. King believed that","startTime":987000,"duration":2000,"startOfParagraph":false},{"content":"there are two types of laws in this world:","startTime":989000,"duration":2000,"startOfParagraph":false},{"content":"those that are made by a higher authority","startTime":991000,"duration":2000,"startOfParagraph":false},{"content":"and those that are made by man.","startTime":993000,"duration":2000,"startOfParagraph":false},{"content":"And not until all the laws that are made by man","startTime":995000,"duration":3000,"startOfParagraph":false},{"content":"are consistent with the laws that are made by the higher authority","startTime":998000,"duration":2000,"startOfParagraph":false},{"content":"will we live in a just world.","startTime":1000000,"duration":2000,"startOfParagraph":false},{"content":"It just so happened that the Civil Rights Movement","startTime":1002000,"duration":2000,"startOfParagraph":false},{"content":"was the perfect thing to help him","startTime":1004000,"duration":3000,"startOfParagraph":false},{"content":"bring his cause to life.","startTime":1007000,"duration":2000,"startOfParagraph":false},{"content":"We followed, not for him, but for ourselves.","startTime":1009000,"duration":3000,"startOfParagraph":false},{"content":"And, by the way, he gave the \"I have a dream\" speech,","startTime":1012000,"duration":2000,"startOfParagraph":false},{"content":"not the \"I have a plan\" speech.","startTime":1014000,"duration":2000,"startOfParagraph":false},{"content":"(Laughter)","startTime":1016000,"duration":4000,"startOfParagraph":true},{"content":"Listen to politicians now, with their comprehensive 12-point plans.","startTime":1020000,"duration":3000,"startOfParagraph":true},{"content":"They're not inspiring anybody.","startTime":1023000,"duration":2000,"startOfParagraph":false},{"content":"Because there are leaders and there are those who lead.","startTime":1025000,"duration":3000,"startOfParagraph":false},{"content":"Leaders hold a position of power","startTime":1028000,"duration":2000,"startOfParagraph":false},{"content":"or authority,","startTime":1030000,"duration":2000,"startOfParagraph":false},{"content":"but those who lead inspire us.","startTime":1032000,"duration":3000,"startOfParagraph":false},{"content":"Whether they're individuals or organizations,","startTime":1036000,"duration":2000,"startOfParagraph":false},{"content":"we follow those who lead,","startTime":1038000,"duration":2000,"startOfParagraph":false},{"content":"not because we have to,","startTime":1040000,"duration":2000,"startOfParagraph":false},{"content":"but because we want to.","startTime":1042000,"duration":3000,"startOfParagraph":false},{"content":"We follow those who lead, not for them,","startTime":1045000,"duration":3000,"startOfParagraph":false},{"content":"but for ourselves.","startTime":1048000,"duration":2000,"startOfParagraph":false},{"content":"And it's those who start with \"why\"","startTime":1050000,"duration":3000,"startOfParagraph":false},{"content":"that have the ability","startTime":1053000,"duration":2000,"startOfParagraph":false},{"content":"to inspire those around them","startTime":1055000,"duration":2000,"startOfParagraph":false},{"content":"or find others who inspire them.","startTime":1057000,"duration":3000,"startOfParagraph":false},{"content":"Thank you very much.","startTime":1060000,"duration":2000,"startOfParagraph":true},{"content":"(Applause)","startTime":1062000,"duration":2000,"startOfParagraph":true}]}