[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.00,0:00:03.00,Default,,0000,0000,0000,,How do you explain when
Dialogue: 0,0:00:03.00,0:00:05.00,Default,,0000,0000,0000,,things don't go as we assume?
Dialogue: 0,0:00:05.00,0:00:08.00,Default,,0000,0000,0000,,Or better, how do you explain
Dialogue: 0,0:00:08.00,0:00:10.00,Default,,0000,0000,0000,,when others are able to achieve things
Dialogue: 0,0:00:10.00,0:00:12.00,Default,,0000,0000,0000,,that seem to defy all of the assumptions?
Dialogue: 0,0:00:12.00,0:00:14.00,Default,,0000,0000,0000,,For example:
Dialogue: 0,0:00:14.00,0:00:16.00,Default,,0000,0000,0000,,Why is Apple so innovative?
Dialogue: 0,0:00:16.00,0:00:18.00,Default,,0000,0000,0000,,Year after year, after year, after year,
Dialogue: 0,0:00:18.00,0:00:21.00,Default,,0000,0000,0000,,they're more innovative than all their competition.
Dialogue: 0,0:00:21.00,0:00:23.00,Default,,0000,0000,0000,,And yet, they're just a computer company.
Dialogue: 0,0:00:23.00,0:00:25.00,Default,,0000,0000,0000,,They're just like everyone else.
Dialogue: 0,0:00:25.00,0:00:27.00,Default,,0000,0000,0000,,They have the same access to the same talent,
Dialogue: 0,0:00:27.00,0:00:30.00,Default,,0000,0000,0000,,the same agencies, the same consultants, the same media.
Dialogue: 0,0:00:30.00,0:00:32.00,Default,,0000,0000,0000,,Then why is it that they
Dialogue: 0,0:00:32.00,0:00:35.00,Default,,0000,0000,0000,,seem to have something different?
Dialogue: 0,0:00:35.00,0:00:37.00,Default,,0000,0000,0000,,Why is it that Martin Luther King
Dialogue: 0,0:00:37.00,0:00:39.00,Default,,0000,0000,0000,,led the Civil Rights Movement?
Dialogue: 0,0:00:39.00,0:00:41.00,Default,,0000,0000,0000,,He wasn't the only man
Dialogue: 0,0:00:41.00,0:00:43.00,Default,,0000,0000,0000,,who suffered in a pre-civil rights America,
Dialogue: 0,0:00:43.00,0:00:45.00,Default,,0000,0000,0000,,and he certainly wasn't the only great orator of the day.
Dialogue: 0,0:00:45.00,0:00:47.00,Default,,0000,0000,0000,,Why him?
Dialogue: 0,0:00:47.00,0:00:50.00,Default,,0000,0000,0000,,And why is it that the Wright brothers
Dialogue: 0,0:00:50.00,0:00:53.00,Default,,0000,0000,0000,,were able to figure out controlled, powered man flight
Dialogue: 0,0:00:53.00,0:00:55.00,Default,,0000,0000,0000,,when there were certainly other teams who were
Dialogue: 0,0:00:55.00,0:00:58.00,Default,,0000,0000,0000,,better qualified, better funded ...
Dialogue: 0,0:00:58.00,0:01:01.00,Default,,0000,0000,0000,,and they didn't achieve powered man flight,
Dialogue: 0,0:01:01.00,0:01:03.00,Default,,0000,0000,0000,,and the Wright brothers beat them to it.
Dialogue: 0,0:01:03.00,0:01:06.00,Default,,0000,0000,0000,,There's something else at play here.
Dialogue: 0,0:01:06.00,0:01:08.00,Default,,0000,0000,0000,,About three and a half years ago
Dialogue: 0,0:01:08.00,0:01:10.00,Default,,0000,0000,0000,,I made a discovery.
Dialogue: 0,0:01:10.00,0:01:13.00,Default,,0000,0000,0000,,And this discovery profoundly changed
Dialogue: 0,0:01:13.00,0:01:16.00,Default,,0000,0000,0000,,my view on how I thought the world worked,
Dialogue: 0,0:01:16.00,0:01:18.00,Default,,0000,0000,0000,,and it even profoundly changed the way in which
Dialogue: 0,0:01:18.00,0:01:20.00,Default,,0000,0000,0000,,I operate in it.
Dialogue: 0,0:01:22.00,0:01:25.00,Default,,0000,0000,0000,,As it turns out, there's a pattern.
Dialogue: 0,0:01:25.00,0:01:27.00,Default,,0000,0000,0000,,As it turns out, all the great and inspiring leaders
Dialogue: 0,0:01:27.00,0:01:29.00,Default,,0000,0000,0000,,and organizations in the world --
Dialogue: 0,0:01:29.00,0:01:32.00,Default,,0000,0000,0000,,whether it's Apple or Martin Luther King or the Wright brothers --
Dialogue: 0,0:01:32.00,0:01:34.00,Default,,0000,0000,0000,,they all think, act and communicate
Dialogue: 0,0:01:34.00,0:01:36.00,Default,,0000,0000,0000,,the exact same way.
Dialogue: 0,0:01:36.00,0:01:38.00,Default,,0000,0000,0000,,And it's the complete opposite
Dialogue: 0,0:01:38.00,0:01:40.00,Default,,0000,0000,0000,,to everyone else.
Dialogue: 0,0:01:40.00,0:01:42.00,Default,,0000,0000,0000,,All I did was codify it,
Dialogue: 0,0:01:42.00,0:01:44.00,Default,,0000,0000,0000,,and it's probably the world's
Dialogue: 0,0:01:44.00,0:01:46.00,Default,,0000,0000,0000,,simplest idea.
Dialogue: 0,0:01:46.00,0:01:48.00,Default,,0000,0000,0000,,I call it the golden circle.
Dialogue: 0,0:01:56.00,0:01:59.00,Default,,0000,0000,0000,,Why? How? What?
Dialogue: 0,0:01:59.00,0:02:01.00,Default,,0000,0000,0000,,This little idea explains
Dialogue: 0,0:02:01.00,0:02:03.00,Default,,0000,0000,0000,,why some organizations and some leaders
Dialogue: 0,0:02:03.00,0:02:05.00,Default,,0000,0000,0000,,are able to inspire where others aren't.
Dialogue: 0,0:02:05.00,0:02:07.00,Default,,0000,0000,0000,,Let me define the terms really quickly.
Dialogue: 0,0:02:07.00,0:02:10.00,Default,,0000,0000,0000,,Every single person, every single organization on the planet
Dialogue: 0,0:02:10.00,0:02:12.00,Default,,0000,0000,0000,,knows what they do,
Dialogue: 0,0:02:12.00,0:02:14.00,Default,,0000,0000,0000,,100 percent.
Dialogue: 0,0:02:14.00,0:02:16.00,Default,,0000,0000,0000,,Some know how they do it,
Dialogue: 0,0:02:16.00,0:02:18.00,Default,,0000,0000,0000,,whether you call it your differentiated value proposition
Dialogue: 0,0:02:18.00,0:02:21.00,Default,,0000,0000,0000,,or your proprietary process or your USP.
Dialogue: 0,0:02:21.00,0:02:24.00,Default,,0000,0000,0000,,But very, very few people or organizations
Dialogue: 0,0:02:24.00,0:02:26.00,Default,,0000,0000,0000,,know why they do what they do.
Dialogue: 0,0:02:26.00,0:02:28.00,Default,,0000,0000,0000,,And by "why" I don't mean "to make a profit."
Dialogue: 0,0:02:28.00,0:02:30.00,Default,,0000,0000,0000,,That's a result. It's always a result.
Dialogue: 0,0:02:30.00,0:02:32.00,Default,,0000,0000,0000,,By "why," I mean: What's your purpose?
Dialogue: 0,0:02:32.00,0:02:34.00,Default,,0000,0000,0000,,What's your cause? What's your belief?
Dialogue: 0,0:02:35.00,0:02:38.00,Default,,0000,0000,0000,,Why does your organization exist?
Dialogue: 0,0:02:38.00,0:02:40.00,Default,,0000,0000,0000,,Why do you get out of bed in the morning?
Dialogue: 0,0:02:40.00,0:02:43.00,Default,,0000,0000,0000,,And why should anyone care?
Dialogue: 0,0:02:43.00,0:02:45.00,Default,,0000,0000,0000,,Well, as a result, the way we think, the way we act,
Dialogue: 0,0:02:45.00,0:02:47.00,Default,,0000,0000,0000,,the way we communicate is from the outside in.
Dialogue: 0,0:02:47.00,0:02:50.00,Default,,0000,0000,0000,,It's obvious. We go from the clearest thing to the fuzziest thing.
Dialogue: 0,0:02:50.00,0:02:52.00,Default,,0000,0000,0000,,But the inspired leaders
Dialogue: 0,0:02:52.00,0:02:54.00,Default,,0000,0000,0000,,and the inspired organizations --
Dialogue: 0,0:02:54.00,0:02:57.00,Default,,0000,0000,0000,,regardless of their size, regardless of their industry --
Dialogue: 0,0:02:57.00,0:02:59.00,Default,,0000,0000,0000,,all think, act and communicate
Dialogue: 0,0:02:59.00,0:03:01.00,Default,,0000,0000,0000,,from the inside out.
Dialogue: 0,0:03:02.00,0:03:04.00,Default,,0000,0000,0000,,Let me give you an example.
Dialogue: 0,0:03:04.00,0:03:07.00,Default,,0000,0000,0000,,I use Apple because they're easy to understand and everybody gets it.
Dialogue: 0,0:03:07.00,0:03:10.00,Default,,0000,0000,0000,,If Apple were like everyone else,
Dialogue: 0,0:03:10.00,0:03:13.00,Default,,0000,0000,0000,,a marketing message from them might sound like this:
Dialogue: 0,0:03:13.00,0:03:16.00,Default,,0000,0000,0000,,"We make great computers.
Dialogue: 0,0:03:16.00,0:03:18.00,Default,,0000,0000,0000,,They're beautifully designed, simple to use
Dialogue: 0,0:03:18.00,0:03:20.00,Default,,0000,0000,0000,,and user friendly.
Dialogue: 0,0:03:20.00,0:03:23.00,Default,,0000,0000,0000,,Want to buy one?" "Meh."
Dialogue: 0,0:03:23.00,0:03:25.00,Default,,0000,0000,0000,,And that's how most of us communicate.
Dialogue: 0,0:03:25.00,0:03:27.00,Default,,0000,0000,0000,,That's how most marketing is done, that's how most sales is done
Dialogue: 0,0:03:27.00,0:03:29.00,Default,,0000,0000,0000,,and that's how most of us communicate interpersonally.
Dialogue: 0,0:03:29.00,0:03:32.00,Default,,0000,0000,0000,,We say what we do, we say how we're different or how we're better
Dialogue: 0,0:03:32.00,0:03:34.00,Default,,0000,0000,0000,,and we expect some sort of a behavior,
Dialogue: 0,0:03:34.00,0:03:36.00,Default,,0000,0000,0000,,a purchase, a vote, something like that.
Dialogue: 0,0:03:36.00,0:03:38.00,Default,,0000,0000,0000,,Here's our new law firm:
Dialogue: 0,0:03:38.00,0:03:40.00,Default,,0000,0000,0000,,We have the best lawyers with the biggest clients,
Dialogue: 0,0:03:40.00,0:03:42.00,Default,,0000,0000,0000,,we always perform for our clients who do business with us.
Dialogue: 0,0:03:42.00,0:03:44.00,Default,,0000,0000,0000,,Here's our new car:
Dialogue: 0,0:03:44.00,0:03:47.00,Default,,0000,0000,0000,,It gets great gas mileage, it has leather seats, buy our car.
Dialogue: 0,0:03:47.00,0:03:49.00,Default,,0000,0000,0000,,But it's uninspiring.
Dialogue: 0,0:03:49.00,0:03:52.00,Default,,0000,0000,0000,,Here's how Apple actually communicates.
Dialogue: 0,0:03:53.00,0:03:55.00,Default,,0000,0000,0000,,"Everything we do,
Dialogue: 0,0:03:55.00,0:03:58.00,Default,,0000,0000,0000,,we believe in challenging the status quo.
Dialogue: 0,0:03:58.00,0:04:01.00,Default,,0000,0000,0000,,We believe in thinking differently.
Dialogue: 0,0:04:01.00,0:04:03.00,Default,,0000,0000,0000,,The way we challenge the status quo
Dialogue: 0,0:04:03.00,0:04:06.00,Default,,0000,0000,0000,,is by making our products beautifully designed,
Dialogue: 0,0:04:06.00,0:04:08.00,Default,,0000,0000,0000,,simple to use and user friendly.
Dialogue: 0,0:04:08.00,0:04:11.00,Default,,0000,0000,0000,,We just happen to make great computers.
Dialogue: 0,0:04:11.00,0:04:13.00,Default,,0000,0000,0000,,Want to buy one?"
Dialogue: 0,0:04:13.00,0:04:16.00,Default,,0000,0000,0000,,Totally different right? You're ready to buy a computer from me.
Dialogue: 0,0:04:16.00,0:04:18.00,Default,,0000,0000,0000,,All I did was reverse the order of the information.
Dialogue: 0,0:04:18.00,0:04:21.00,Default,,0000,0000,0000,,What it proves to us is that people don't buy what you do;
Dialogue: 0,0:04:21.00,0:04:23.00,Default,,0000,0000,0000,,people buy why you do it.
Dialogue: 0,0:04:23.00,0:04:25.00,Default,,0000,0000,0000,,People don't buy what you do; they buy why you do it.
Dialogue: 0,0:04:25.00,0:04:27.00,Default,,0000,0000,0000,,This explains why
Dialogue: 0,0:04:27.00,0:04:29.00,Default,,0000,0000,0000,,every single person in this room
Dialogue: 0,0:04:29.00,0:04:32.00,Default,,0000,0000,0000,,is perfectly comfortable buying a computer from Apple.
Dialogue: 0,0:04:32.00,0:04:34.00,Default,,0000,0000,0000,,But we're also perfectly comfortable
Dialogue: 0,0:04:34.00,0:04:37.00,Default,,0000,0000,0000,,buying an MP3 player from Apple, or a phone from Apple,
Dialogue: 0,0:04:37.00,0:04:39.00,Default,,0000,0000,0000,,or a DVR from Apple.
Dialogue: 0,0:04:39.00,0:04:41.00,Default,,0000,0000,0000,,But, as I said before, Apple's just a computer company.
Dialogue: 0,0:04:41.00,0:04:43.00,Default,,0000,0000,0000,,There's nothing that distinguishes them
Dialogue: 0,0:04:43.00,0:04:45.00,Default,,0000,0000,0000,,structurally from any of their competitors.
Dialogue: 0,0:04:45.00,0:04:48.00,Default,,0000,0000,0000,,Their competitors are all equally qualified to make all of these products.
Dialogue: 0,0:04:48.00,0:04:50.00,Default,,0000,0000,0000,,In fact, they tried.
Dialogue: 0,0:04:50.00,0:04:53.00,Default,,0000,0000,0000,,A few years ago, Gateway came out with flat screen TVs.
Dialogue: 0,0:04:53.00,0:04:55.00,Default,,0000,0000,0000,,They're eminently qualified to make flat screen TVs.
Dialogue: 0,0:04:55.00,0:04:58.00,Default,,0000,0000,0000,,They've been making flat screen monitors for years.
Dialogue: 0,0:04:58.00,0:05:00.00,Default,,0000,0000,0000,,Nobody bought one.
Dialogue: 0,0:05:05.00,0:05:08.00,Default,,0000,0000,0000,,Dell came out with MP3 players and PDAs,
Dialogue: 0,0:05:08.00,0:05:10.00,Default,,0000,0000,0000,,and they make great quality products,
Dialogue: 0,0:05:10.00,0:05:13.00,Default,,0000,0000,0000,,and they can make perfectly well-designed products --
Dialogue: 0,0:05:13.00,0:05:15.00,Default,,0000,0000,0000,,and nobody bought one.
Dialogue: 0,0:05:15.00,0:05:17.00,Default,,0000,0000,0000,,In fact, talking about it now, we can't even imagine
Dialogue: 0,0:05:17.00,0:05:19.00,Default,,0000,0000,0000,,buying an MP3 player from Dell.
Dialogue: 0,0:05:19.00,0:05:21.00,Default,,0000,0000,0000,,Why would you buy an MP3 player from a computer company?
Dialogue: 0,0:05:21.00,0:05:23.00,Default,,0000,0000,0000,,But we do it every day.
Dialogue: 0,0:05:23.00,0:05:25.00,Default,,0000,0000,0000,,People don't buy what you do; they buy why you do it.
Dialogue: 0,0:05:25.00,0:05:27.00,Default,,0000,0000,0000,,The goal is not to do business
Dialogue: 0,0:05:27.00,0:05:30.00,Default,,0000,0000,0000,,with everybody who needs what you have.
Dialogue: 0,0:05:31.00,0:05:33.00,Default,,0000,0000,0000,,The goal is to do business with people
Dialogue: 0,0:05:33.00,0:05:36.00,Default,,0000,0000,0000,,who believe what you believe.
Dialogue: 0,0:05:36.00,0:05:38.00,Default,,0000,0000,0000,,Here's the best part:
Dialogue: 0,0:05:38.00,0:05:40.00,Default,,0000,0000,0000,,None of what I'm telling you is my opinion.
Dialogue: 0,0:05:40.00,0:05:43.00,Default,,0000,0000,0000,,It's all grounded in the tenets of biology.
Dialogue: 0,0:05:43.00,0:05:45.00,Default,,0000,0000,0000,,Not psychology, biology.
Dialogue: 0,0:05:45.00,0:05:48.00,Default,,0000,0000,0000,,If you look at a cross-section of the human brain, looking from the top down,
Dialogue: 0,0:05:48.00,0:05:50.00,Default,,0000,0000,0000,,what you see is the human brain is actually broken
Dialogue: 0,0:05:50.00,0:05:52.00,Default,,0000,0000,0000,,into three major components
Dialogue: 0,0:05:52.00,0:05:55.00,Default,,0000,0000,0000,,that correlate perfectly with the golden circle.
Dialogue: 0,0:05:55.00,0:05:58.00,Default,,0000,0000,0000,,Our newest brain, our Homo sapien brain,
Dialogue: 0,0:05:58.00,0:06:00.00,Default,,0000,0000,0000,,our neocortex,
Dialogue: 0,0:06:00.00,0:06:02.00,Default,,0000,0000,0000,,corresponds with the "what" level.
Dialogue: 0,0:06:02.00,0:06:04.00,Default,,0000,0000,0000,,The neocortex is responsible for all of our
Dialogue: 0,0:06:04.00,0:06:06.00,Default,,0000,0000,0000,,rational and analytical thought
Dialogue: 0,0:06:06.00,0:06:08.00,Default,,0000,0000,0000,,and language.
Dialogue: 0,0:06:08.00,0:06:11.00,Default,,0000,0000,0000,,The middle two sections make up our limbic brains,
Dialogue: 0,0:06:11.00,0:06:14.00,Default,,0000,0000,0000,,and our limbic brains are responsible for all of our feelings,
Dialogue: 0,0:06:14.00,0:06:17.00,Default,,0000,0000,0000,,like trust and loyalty.
Dialogue: 0,0:06:17.00,0:06:19.00,Default,,0000,0000,0000,,It's also responsible for all human behavior,
Dialogue: 0,0:06:19.00,0:06:21.00,Default,,0000,0000,0000,,all decision-making,
Dialogue: 0,0:06:21.00,0:06:24.00,Default,,0000,0000,0000,,and it has no capacity for language.
Dialogue: 0,0:06:24.00,0:06:27.00,Default,,0000,0000,0000,,In other words, when we communicate from the outside in,
Dialogue: 0,0:06:27.00,0:06:30.00,Default,,0000,0000,0000,,yes, people can understand vast amounts of complicated information
Dialogue: 0,0:06:30.00,0:06:33.00,Default,,0000,0000,0000,,like features and benefits and facts and figures.
Dialogue: 0,0:06:33.00,0:06:35.00,Default,,0000,0000,0000,,It just doesn't drive behavior.
Dialogue: 0,0:06:35.00,0:06:37.00,Default,,0000,0000,0000,,When we can communicate from the inside out,
Dialogue: 0,0:06:37.00,0:06:39.00,Default,,0000,0000,0000,,we're talking directly to the part of the brain
Dialogue: 0,0:06:39.00,0:06:41.00,Default,,0000,0000,0000,,that controls behavior,
Dialogue: 0,0:06:41.00,0:06:43.00,Default,,0000,0000,0000,,and then we allow people to rationalize it
Dialogue: 0,0:06:43.00,0:06:45.00,Default,,0000,0000,0000,,with the tangible things we say and do.
Dialogue: 0,0:06:45.00,0:06:47.00,Default,,0000,0000,0000,,This is where gut decisions come from.
Dialogue: 0,0:06:47.00,0:06:49.00,Default,,0000,0000,0000,,You know, sometimes you can give somebody
Dialogue: 0,0:06:49.00,0:06:51.00,Default,,0000,0000,0000,,all the facts and figures,
Dialogue: 0,0:06:51.00,0:06:53.00,Default,,0000,0000,0000,,and they say, "I know what all the facts and details say,
Dialogue: 0,0:06:53.00,0:06:55.00,Default,,0000,0000,0000,,but it just doesn't feel right."
Dialogue: 0,0:06:55.00,0:06:58.00,Default,,0000,0000,0000,,Why would we use that verb, it doesn't "feel" right?
Dialogue: 0,0:06:58.00,0:07:00.00,Default,,0000,0000,0000,,Because the part of the brain that controls decision-making
Dialogue: 0,0:07:00.00,0:07:02.00,Default,,0000,0000,0000,,doesn't control language.
Dialogue: 0,0:07:02.00,0:07:05.00,Default,,0000,0000,0000,,And the best we can muster up is, "I don't know. It just doesn't feel right."
Dialogue: 0,0:07:05.00,0:07:07.00,Default,,0000,0000,0000,,Or sometimes you say you're leading with your heart,
Dialogue: 0,0:07:07.00,0:07:09.00,Default,,0000,0000,0000,,or you're leading with your soul.
Dialogue: 0,0:07:09.00,0:07:11.00,Default,,0000,0000,0000,,Well, I hate to break it to you, those aren't other body parts
Dialogue: 0,0:07:11.00,0:07:13.00,Default,,0000,0000,0000,,controlling your behavior.
Dialogue: 0,0:07:13.00,0:07:15.00,Default,,0000,0000,0000,,It's all happening here in your limbic brain,
Dialogue: 0,0:07:15.00,0:07:18.00,Default,,0000,0000,0000,,the part of the brain that controls decision-making and not language.
Dialogue: 0,0:07:18.00,0:07:21.00,Default,,0000,0000,0000,,But if you don't know why you do what you do,
Dialogue: 0,0:07:21.00,0:07:24.00,Default,,0000,0000,0000,,and people respond to why you do what you do,
Dialogue: 0,0:07:24.00,0:07:27.00,Default,,0000,0000,0000,,then how will you ever get people
Dialogue: 0,0:07:27.00,0:07:29.00,Default,,0000,0000,0000,,to vote for you, or buy something from you,
Dialogue: 0,0:07:29.00,0:07:31.00,Default,,0000,0000,0000,,or, more importantly, be loyal
Dialogue: 0,0:07:31.00,0:07:34.00,Default,,0000,0000,0000,,and want to be a part of what it is that you do.
Dialogue: 0,0:07:34.00,0:07:37.00,Default,,0000,0000,0000,,Again, the goal is not just to sell to people who need what you have;
Dialogue: 0,0:07:37.00,0:07:40.00,Default,,0000,0000,0000,,the goal is to sell to people who believe what you believe.
Dialogue: 0,0:07:40.00,0:07:42.00,Default,,0000,0000,0000,,The goal is not just to hire people
Dialogue: 0,0:07:42.00,0:07:44.00,Default,,0000,0000,0000,,who need a job;
Dialogue: 0,0:07:44.00,0:07:47.00,Default,,0000,0000,0000,,it's to hire people who believe what you believe.
Dialogue: 0,0:07:47.00,0:07:50.00,Default,,0000,0000,0000,,I always say that, you know,
Dialogue: 0,0:07:52.00,0:07:55.00,Default,,0000,0000,0000,,if you hire people just because they can do a job, they'll work for your money,
Dialogue: 0,0:07:55.00,0:07:57.00,Default,,0000,0000,0000,,but if you hire people who believe what you believe,
Dialogue: 0,0:07:57.00,0:07:59.00,Default,,0000,0000,0000,,they'll work for you with blood and sweat and tears.
Dialogue: 0,0:07:59.00,0:08:01.00,Default,,0000,0000,0000,,And nowhere else is there a better example of this
Dialogue: 0,0:08:01.00,0:08:03.00,Default,,0000,0000,0000,,than with the Wright brothers.
Dialogue: 0,0:08:03.00,0:08:06.00,Default,,0000,0000,0000,,Most people don't know about Samuel Pierpont Langley.
Dialogue: 0,0:08:06.00,0:08:09.00,Default,,0000,0000,0000,,And back in the early 20th century,
Dialogue: 0,0:08:09.00,0:08:12.00,Default,,0000,0000,0000,,the pursuit of powered man flight was like the dot com of the day.
Dialogue: 0,0:08:12.00,0:08:14.00,Default,,0000,0000,0000,,Everybody was trying it.
Dialogue: 0,0:08:14.00,0:08:17.00,Default,,0000,0000,0000,,And Samuel Pierpont Langley had, what we assume,
Dialogue: 0,0:08:17.00,0:08:20.00,Default,,0000,0000,0000,,to be the recipe for success.
Dialogue: 0,0:08:20.00,0:08:22.00,Default,,0000,0000,0000,,I mean, even now, you ask people,
Dialogue: 0,0:08:22.00,0:08:24.00,Default,,0000,0000,0000,,"Why did your product or why did your company fail?"
Dialogue: 0,0:08:24.00,0:08:26.00,Default,,0000,0000,0000,,and people always give you the same permutation
Dialogue: 0,0:08:26.00,0:08:28.00,Default,,0000,0000,0000,,of the same three things:
Dialogue: 0,0:08:28.00,0:08:31.00,Default,,0000,0000,0000,,under-capitalized, the wrong people, bad market conditions.
Dialogue: 0,0:08:31.00,0:08:34.00,Default,,0000,0000,0000,,It's always the same three things, so let's explore that.
Dialogue: 0,0:08:34.00,0:08:36.00,Default,,0000,0000,0000,,Samuel Pierpont Langley
Dialogue: 0,0:08:36.00,0:08:39.00,Default,,0000,0000,0000,,was given 50,000 dollars by the War Department
Dialogue: 0,0:08:39.00,0:08:41.00,Default,,0000,0000,0000,,to figure out this flying machine.
Dialogue: 0,0:08:41.00,0:08:43.00,Default,,0000,0000,0000,,Money was no problem.
Dialogue: 0,0:08:43.00,0:08:45.00,Default,,0000,0000,0000,,He held a seat at Harvard
Dialogue: 0,0:08:45.00,0:08:48.00,Default,,0000,0000,0000,,and worked at the Smithsonian and was extremely well-connected;
Dialogue: 0,0:08:48.00,0:08:50.00,Default,,0000,0000,0000,,he knew all the big minds of the day.
Dialogue: 0,0:08:50.00,0:08:52.00,Default,,0000,0000,0000,,He hired the best minds
Dialogue: 0,0:08:52.00,0:08:54.00,Default,,0000,0000,0000,,money could find
Dialogue: 0,0:08:54.00,0:08:56.00,Default,,0000,0000,0000,,and the market conditions were fantastic.
Dialogue: 0,0:08:56.00,0:08:59.00,Default,,0000,0000,0000,,The New York Times followed him around everywhere,
Dialogue: 0,0:08:59.00,0:09:01.00,Default,,0000,0000,0000,,and everyone was rooting for Langley.
Dialogue: 0,0:09:01.00,0:09:04.00,Default,,0000,0000,0000,,Then how come we've never heard of Samuel Pierpont Langley?
Dialogue: 0,0:09:04.00,0:09:07.00,Default,,0000,0000,0000,,A few hundred miles away in Dayton Ohio,
Dialogue: 0,0:09:07.00,0:09:09.00,Default,,0000,0000,0000,,Orville and Wilbur Wright,
Dialogue: 0,0:09:09.00,0:09:11.00,Default,,0000,0000,0000,,they had none of what we consider
Dialogue: 0,0:09:11.00,0:09:13.00,Default,,0000,0000,0000,,to be the recipe for success.
Dialogue: 0,0:09:13.00,0:09:15.00,Default,,0000,0000,0000,,They had no money;
Dialogue: 0,0:09:15.00,0:09:18.00,Default,,0000,0000,0000,,they paid for their dream with the proceeds from their bicycle shop;
Dialogue: 0,0:09:18.00,0:09:20.00,Default,,0000,0000,0000,,not a single person on the Wright brothers' team
Dialogue: 0,0:09:20.00,0:09:22.00,Default,,0000,0000,0000,,had a college education,
Dialogue: 0,0:09:22.00,0:09:24.00,Default,,0000,0000,0000,,not even Orville or Wilbur;
Dialogue: 0,0:09:24.00,0:09:27.00,Default,,0000,0000,0000,,and The New York Times followed them around nowhere.
Dialogue: 0,0:09:27.00,0:09:29.00,Default,,0000,0000,0000,,The difference was,
Dialogue: 0,0:09:29.00,0:09:31.00,Default,,0000,0000,0000,,Orville and Wilbur were driven by a cause,
Dialogue: 0,0:09:31.00,0:09:33.00,Default,,0000,0000,0000,,by a purpose, by a belief.
Dialogue: 0,0:09:33.00,0:09:35.00,Default,,0000,0000,0000,,They believed that if they
Dialogue: 0,0:09:35.00,0:09:37.00,Default,,0000,0000,0000,,could figure out this flying machine,
Dialogue: 0,0:09:37.00,0:09:40.00,Default,,0000,0000,0000,,it'll change the course of the world.
Dialogue: 0,0:09:40.00,0:09:42.00,Default,,0000,0000,0000,,Samuel Pierpont Langley was different.
Dialogue: 0,0:09:42.00,0:09:45.00,Default,,0000,0000,0000,,He wanted to be rich, and he wanted to be famous.
Dialogue: 0,0:09:45.00,0:09:47.00,Default,,0000,0000,0000,,He was in pursuit of the result.
Dialogue: 0,0:09:47.00,0:09:49.00,Default,,0000,0000,0000,,He was in pursuit of the riches.
Dialogue: 0,0:09:49.00,0:09:52.00,Default,,0000,0000,0000,,And lo and behold, look what happened.
Dialogue: 0,0:09:52.00,0:09:54.00,Default,,0000,0000,0000,,The people who believed in the Wright brothers' dream
Dialogue: 0,0:09:54.00,0:09:57.00,Default,,0000,0000,0000,,worked with them with blood and sweat and tears.
Dialogue: 0,0:09:57.00,0:09:59.00,Default,,0000,0000,0000,,The others just worked for the paycheck.
Dialogue: 0,0:09:59.00,0:10:02.00,Default,,0000,0000,0000,,And they tell stories of how every time the Wright brothers went out,
Dialogue: 0,0:10:02.00,0:10:04.00,Default,,0000,0000,0000,,they would have to take five sets of parts,
Dialogue: 0,0:10:04.00,0:10:06.00,Default,,0000,0000,0000,,because that's how many times they would crash
Dialogue: 0,0:10:06.00,0:10:08.00,Default,,0000,0000,0000,,before they came in for supper.
Dialogue: 0,0:10:09.00,0:10:12.00,Default,,0000,0000,0000,,And, eventually, on December 17th, 1903,
Dialogue: 0,0:10:12.00,0:10:15.00,Default,,0000,0000,0000,,the Wright brothers took flight,
Dialogue: 0,0:10:15.00,0:10:17.00,Default,,0000,0000,0000,,and no one was there to even experience it.
Dialogue: 0,0:10:17.00,0:10:20.00,Default,,0000,0000,0000,,We found out about it a few days later.
Dialogue: 0,0:10:21.00,0:10:23.00,Default,,0000,0000,0000,,And further proof that Langley
Dialogue: 0,0:10:23.00,0:10:25.00,Default,,0000,0000,0000,,was motivated by the wrong thing:
Dialogue: 0,0:10:25.00,0:10:28.00,Default,,0000,0000,0000,,The day the Wright brothers took flight, he quit.
Dialogue: 0,0:10:28.00,0:10:30.00,Default,,0000,0000,0000,,He could have said,
Dialogue: 0,0:10:30.00,0:10:32.00,Default,,0000,0000,0000,,"That's an amazing discovery, guys,
Dialogue: 0,0:10:32.00,0:10:35.00,Default,,0000,0000,0000,,and I will improve upon your technology," but he didn't.
Dialogue: 0,0:10:35.00,0:10:37.00,Default,,0000,0000,0000,,He wasn't first, he didn't get rich,
Dialogue: 0,0:10:37.00,0:10:39.00,Default,,0000,0000,0000,,he didn't get famous so he quit.
Dialogue: 0,0:10:39.00,0:10:42.00,Default,,0000,0000,0000,,People don't buy what you do; they buy why you do it.
Dialogue: 0,0:10:42.00,0:10:44.00,Default,,0000,0000,0000,,And if you talk about what you believe,
Dialogue: 0,0:10:44.00,0:10:47.00,Default,,0000,0000,0000,,you will attract those who believe what you believe.
Dialogue: 0,0:10:47.00,0:10:50.00,Default,,0000,0000,0000,,But why is it important to attract those who believe what you believe?
Dialogue: 0,0:10:52.00,0:10:54.00,Default,,0000,0000,0000,,Something called the law of diffusion of innovation,
Dialogue: 0,0:10:54.00,0:10:57.00,Default,,0000,0000,0000,,and if you don't know the law, you definitely know the terminology.
Dialogue: 0,0:10:57.00,0:11:00.00,Default,,0000,0000,0000,,The first two and a half percent of our population
Dialogue: 0,0:11:00.00,0:11:02.00,Default,,0000,0000,0000,,are our innovators.
Dialogue: 0,0:11:02.00,0:11:05.00,Default,,0000,0000,0000,,The next 13 and a half percent of our population
Dialogue: 0,0:11:05.00,0:11:07.00,Default,,0000,0000,0000,,are our early adopters.
Dialogue: 0,0:11:07.00,0:11:09.00,Default,,0000,0000,0000,,The next 34 percent are your early majority,
Dialogue: 0,0:11:09.00,0:11:12.00,Default,,0000,0000,0000,,your late majority and your laggards.
Dialogue: 0,0:11:12.00,0:11:15.00,Default,,0000,0000,0000,,The only reason these people buy touch tone phones
Dialogue: 0,0:11:15.00,0:11:17.00,Default,,0000,0000,0000,,is because you can't buy rotary phones anymore.
Dialogue: 0,0:11:17.00,0:11:19.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:11:19.00,0:11:22.00,Default,,0000,0000,0000,,We all sit at various places at various times on this scale,
Dialogue: 0,0:11:22.00,0:11:25.00,Default,,0000,0000,0000,,but what the law of diffusion of innovation tells us
Dialogue: 0,0:11:25.00,0:11:28.00,Default,,0000,0000,0000,,is that if you want mass-market success
Dialogue: 0,0:11:28.00,0:11:30.00,Default,,0000,0000,0000,,or mass-market acceptance of an idea,
Dialogue: 0,0:11:30.00,0:11:32.00,Default,,0000,0000,0000,,you cannot have it
Dialogue: 0,0:11:32.00,0:11:34.00,Default,,0000,0000,0000,,until you achieve this tipping point
Dialogue: 0,0:11:34.00,0:11:37.00,Default,,0000,0000,0000,,between 15 and 18 percent market penetration,
Dialogue: 0,0:11:37.00,0:11:40.00,Default,,0000,0000,0000,,and then the system tips.
Dialogue: 0,0:11:40.00,0:11:43.00,Default,,0000,0000,0000,,And I love asking businesses, "What's your conversion on new business?"
Dialogue: 0,0:11:43.00,0:11:45.00,Default,,0000,0000,0000,,And they love to tell you, "Oh, it's about 10 percent," proudly.
Dialogue: 0,0:11:45.00,0:11:47.00,Default,,0000,0000,0000,,Well, you can trip over 10 percent of the customers.
Dialogue: 0,0:11:47.00,0:11:49.00,Default,,0000,0000,0000,,We all have about 10 percent who just "get it."
Dialogue: 0,0:11:49.00,0:11:51.00,Default,,0000,0000,0000,,That's how we describe them, right?
Dialogue: 0,0:11:51.00,0:11:53.00,Default,,0000,0000,0000,,That's like that gut feeling, "Oh, they just get it."
Dialogue: 0,0:11:53.00,0:11:56.00,Default,,0000,0000,0000,,The problem is: How do you find the ones that get it
Dialogue: 0,0:11:56.00,0:11:59.00,Default,,0000,0000,0000,,before you're doing business with them versus the ones who don't get it?
Dialogue: 0,0:11:59.00,0:12:01.00,Default,,0000,0000,0000,,So it's this here, this little gap
Dialogue: 0,0:12:01.00,0:12:03.00,Default,,0000,0000,0000,,that you have to close,
Dialogue: 0,0:12:03.00,0:12:05.00,Default,,0000,0000,0000,,as Jeffrey Moore calls it, "Crossing the Chasm" --
Dialogue: 0,0:12:05.00,0:12:07.00,Default,,0000,0000,0000,,because, you see, the early majority
Dialogue: 0,0:12:07.00,0:12:09.00,Default,,0000,0000,0000,,will not try something
Dialogue: 0,0:12:09.00,0:12:11.00,Default,,0000,0000,0000,,until someone else
Dialogue: 0,0:12:11.00,0:12:13.00,Default,,0000,0000,0000,,has tried it first.
Dialogue: 0,0:12:13.00,0:12:16.00,Default,,0000,0000,0000,,And these guys, the innovators and the early adopters,
Dialogue: 0,0:12:16.00,0:12:18.00,Default,,0000,0000,0000,,they're comfortable making those gut decisions.
Dialogue: 0,0:12:18.00,0:12:21.00,Default,,0000,0000,0000,,They're more comfortable making those intuitive decisions
Dialogue: 0,0:12:21.00,0:12:24.00,Default,,0000,0000,0000,,that are driven by what they believe about the world
Dialogue: 0,0:12:25.00,0:12:27.00,Default,,0000,0000,0000,,and not just what product is available.
Dialogue: 0,0:12:27.00,0:12:29.00,Default,,0000,0000,0000,,These are the people who stood in line for six hours
Dialogue: 0,0:12:29.00,0:12:31.00,Default,,0000,0000,0000,,to buy an iPhone when they first came out,
Dialogue: 0,0:12:31.00,0:12:33.00,Default,,0000,0000,0000,,when you could have just walked into the store the next week
Dialogue: 0,0:12:33.00,0:12:35.00,Default,,0000,0000,0000,,and bought one off the shelf.
Dialogue: 0,0:12:35.00,0:12:37.00,Default,,0000,0000,0000,,These are the people who spent 40,000 dollars
Dialogue: 0,0:12:37.00,0:12:40.00,Default,,0000,0000,0000,,on flat screen TVs when they first came out,
Dialogue: 0,0:12:40.00,0:12:43.00,Default,,0000,0000,0000,,even though the technology was substandard.
Dialogue: 0,0:12:43.00,0:12:45.00,Default,,0000,0000,0000,,And, by the way, they didn't do it
Dialogue: 0,0:12:45.00,0:12:47.00,Default,,0000,0000,0000,,because the technology was so great;
Dialogue: 0,0:12:47.00,0:12:49.00,Default,,0000,0000,0000,,they did it for themselves.
Dialogue: 0,0:12:49.00,0:12:51.00,Default,,0000,0000,0000,,It's because they wanted to be first.
Dialogue: 0,0:12:51.00,0:12:53.00,Default,,0000,0000,0000,,People don't buy what you do; they buy why you do it
Dialogue: 0,0:12:53.00,0:12:55.00,Default,,0000,0000,0000,,and what you do simply
Dialogue: 0,0:12:55.00,0:12:57.00,Default,,0000,0000,0000,,proves what you believe.
Dialogue: 0,0:12:57.00,0:12:59.00,Default,,0000,0000,0000,,In fact, people will do the things
Dialogue: 0,0:12:59.00,0:13:01.00,Default,,0000,0000,0000,,that prove what they believe.
Dialogue: 0,0:13:01.00,0:13:03.00,Default,,0000,0000,0000,,The reason that person bought the iPhone
Dialogue: 0,0:13:03.00,0:13:06.00,Default,,0000,0000,0000,,in the first six hours,
Dialogue: 0,0:13:06.00,0:13:08.00,Default,,0000,0000,0000,,stood in line for six hours,
Dialogue: 0,0:13:08.00,0:13:10.00,Default,,0000,0000,0000,,was because of what they believed about the world,
Dialogue: 0,0:13:10.00,0:13:12.00,Default,,0000,0000,0000,,and how they wanted everybody to see them:
Dialogue: 0,0:13:12.00,0:13:14.00,Default,,0000,0000,0000,,They were first.
Dialogue: 0,0:13:14.00,0:13:16.00,Default,,0000,0000,0000,,People don't buy what you do; they buy why you do it.
Dialogue: 0,0:13:16.00,0:13:18.00,Default,,0000,0000,0000,,So let me give you a famous example,
Dialogue: 0,0:13:18.00,0:13:20.00,Default,,0000,0000,0000,,a famous failure and a famous success
Dialogue: 0,0:13:20.00,0:13:22.00,Default,,0000,0000,0000,,of the law of diffusion of innovation.
Dialogue: 0,0:13:22.00,0:13:24.00,Default,,0000,0000,0000,,First, the famous failure.
Dialogue: 0,0:13:24.00,0:13:26.00,Default,,0000,0000,0000,,It's a commercial example.
Dialogue: 0,0:13:26.00,0:13:28.00,Default,,0000,0000,0000,,As we said before, a second ago,
Dialogue: 0,0:13:28.00,0:13:31.00,Default,,0000,0000,0000,,the recipe for success is money and the right people and the right market conditions,
Dialogue: 0,0:13:31.00,0:13:33.00,Default,,0000,0000,0000,,right? You should have success then.
Dialogue: 0,0:13:33.00,0:13:35.00,Default,,0000,0000,0000,,Look at TiVo.
Dialogue: 0,0:13:35.00,0:13:37.00,Default,,0000,0000,0000,,From the time TiVo came out about eight or nine years ago
Dialogue: 0,0:13:37.00,0:13:39.00,Default,,0000,0000,0000,,to this current day,
Dialogue: 0,0:13:39.00,0:13:42.00,Default,,0000,0000,0000,,they are the single highest-quality product on the market,
Dialogue: 0,0:13:42.00,0:13:45.00,Default,,0000,0000,0000,,hands down, there is no dispute.
Dialogue: 0,0:13:45.00,0:13:47.00,Default,,0000,0000,0000,,They were extremely well-funded.
Dialogue: 0,0:13:47.00,0:13:49.00,Default,,0000,0000,0000,,Market conditions were fantastic.
Dialogue: 0,0:13:49.00,0:13:51.00,Default,,0000,0000,0000,,I mean, we use TiVo as verb.
Dialogue: 0,0:13:51.00,0:13:54.00,Default,,0000,0000,0000,,I TiVo stuff on my piece of junk Time Warner DVR all the time.
Dialogue: 0,0:13:57.00,0:13:59.00,Default,,0000,0000,0000,,But TiVo's a commercial failure.
Dialogue: 0,0:13:59.00,0:14:01.00,Default,,0000,0000,0000,,They've never made money.
Dialogue: 0,0:14:01.00,0:14:03.00,Default,,0000,0000,0000,,And when they went IPO,
Dialogue: 0,0:14:03.00,0:14:05.00,Default,,0000,0000,0000,,their stock was at about 30 or 40 dollars
Dialogue: 0,0:14:05.00,0:14:07.00,Default,,0000,0000,0000,,and then plummeted, and it's never traded above 10.
Dialogue: 0,0:14:07.00,0:14:10.00,Default,,0000,0000,0000,,In fact, I don't think it's even traded above six,
Dialogue: 0,0:14:10.00,0:14:12.00,Default,,0000,0000,0000,,except for a couple of little spikes.
Dialogue: 0,0:14:12.00,0:14:14.00,Default,,0000,0000,0000,,Because you see, when TiVo launched their product
Dialogue: 0,0:14:14.00,0:14:17.00,Default,,0000,0000,0000,,they told us all what they had.
Dialogue: 0,0:14:17.00,0:14:20.00,Default,,0000,0000,0000,,They said, "We have a product that pauses live TV,
Dialogue: 0,0:14:20.00,0:14:23.00,Default,,0000,0000,0000,,skips commercials, rewinds live TV
Dialogue: 0,0:14:23.00,0:14:25.00,Default,,0000,0000,0000,,and memorizes your viewing habits
Dialogue: 0,0:14:25.00,0:14:28.00,Default,,0000,0000,0000,,without you even asking."
Dialogue: 0,0:14:28.00,0:14:30.00,Default,,0000,0000,0000,,And the cynical majority said,
Dialogue: 0,0:14:30.00,0:14:32.00,Default,,0000,0000,0000,,"We don't believe you.
Dialogue: 0,0:14:32.00,0:14:34.00,Default,,0000,0000,0000,,We don't need it. We don't like it.
Dialogue: 0,0:14:34.00,0:14:36.00,Default,,0000,0000,0000,,You're scaring us."
Dialogue: 0,0:14:36.00,0:14:38.00,Default,,0000,0000,0000,,What if they had said,
Dialogue: 0,0:14:38.00,0:14:40.00,Default,,0000,0000,0000,,"If you're the kind of person
Dialogue: 0,0:14:40.00,0:14:43.00,Default,,0000,0000,0000,,who likes to have total control
Dialogue: 0,0:14:43.00,0:14:46.00,Default,,0000,0000,0000,,over every aspect of your life,
Dialogue: 0,0:14:46.00,0:14:49.00,Default,,0000,0000,0000,,boy, do we have a product for you.
Dialogue: 0,0:14:49.00,0:14:51.00,Default,,0000,0000,0000,,It pauses live TV, skips commercials,
Dialogue: 0,0:14:51.00,0:14:54.00,Default,,0000,0000,0000,,memorizes your viewing habits, etc., etc."
Dialogue: 0,0:14:54.00,0:14:56.00,Default,,0000,0000,0000,,People don't buy what you do; they buy why you do it,
Dialogue: 0,0:14:56.00,0:14:58.00,Default,,0000,0000,0000,,and what you do simply serves as
Dialogue: 0,0:14:58.00,0:15:00.00,Default,,0000,0000,0000,,the proof of what you believe.
Dialogue: 0,0:15:00.00,0:15:03.00,Default,,0000,0000,0000,,Now let me give you a successful example
Dialogue: 0,0:15:03.00,0:15:06.00,Default,,0000,0000,0000,,of the law of diffusion of innovation.
Dialogue: 0,0:15:06.00,0:15:09.00,Default,,0000,0000,0000,,In the summer of 1963,
Dialogue: 0,0:15:09.00,0:15:11.00,Default,,0000,0000,0000,,250,000 people showed up
Dialogue: 0,0:15:11.00,0:15:13.00,Default,,0000,0000,0000,,on the mall in Washington
Dialogue: 0,0:15:13.00,0:15:15.00,Default,,0000,0000,0000,,to hear Dr. King speak.
Dialogue: 0,0:15:16.00,0:15:19.00,Default,,0000,0000,0000,,They sent out no invitations,
Dialogue: 0,0:15:19.00,0:15:22.00,Default,,0000,0000,0000,,and there was no website to check the date.
Dialogue: 0,0:15:22.00,0:15:24.00,Default,,0000,0000,0000,,How do you do that?
Dialogue: 0,0:15:24.00,0:15:26.00,Default,,0000,0000,0000,,Well, Dr. King wasn't the only man in America
Dialogue: 0,0:15:26.00,0:15:28.00,Default,,0000,0000,0000,,who was a great orator.
Dialogue: 0,0:15:28.00,0:15:30.00,Default,,0000,0000,0000,,He wasn't the only man in America who suffered
Dialogue: 0,0:15:30.00,0:15:32.00,Default,,0000,0000,0000,,in a pre-civil rights America.
Dialogue: 0,0:15:32.00,0:15:35.00,Default,,0000,0000,0000,,In fact, some of his ideas were bad.
Dialogue: 0,0:15:35.00,0:15:37.00,Default,,0000,0000,0000,,But he had a gift.
Dialogue: 0,0:15:37.00,0:15:40.00,Default,,0000,0000,0000,,He didn't go around telling people what needed to change in America.
Dialogue: 0,0:15:40.00,0:15:42.00,Default,,0000,0000,0000,,He went around and told people what he believed.
Dialogue: 0,0:15:42.00,0:15:44.00,Default,,0000,0000,0000,,"I believe, I believe, I believe,"
Dialogue: 0,0:15:44.00,0:15:46.00,Default,,0000,0000,0000,,he told people.
Dialogue: 0,0:15:46.00,0:15:48.00,Default,,0000,0000,0000,,And people who believed what he believed
Dialogue: 0,0:15:48.00,0:15:50.00,Default,,0000,0000,0000,,took his cause, and they made it their own,
Dialogue: 0,0:15:50.00,0:15:52.00,Default,,0000,0000,0000,,and they told people.
Dialogue: 0,0:15:52.00,0:15:54.00,Default,,0000,0000,0000,,And some of those people created structures
Dialogue: 0,0:15:54.00,0:15:56.00,Default,,0000,0000,0000,,to get the word out to even more people.
Dialogue: 0,0:15:56.00,0:15:58.00,Default,,0000,0000,0000,,And lo and behold,
Dialogue: 0,0:15:58.00,0:16:00.00,Default,,0000,0000,0000,,250,000 people showed up
Dialogue: 0,0:16:00.00,0:16:03.00,Default,,0000,0000,0000,,on the right day at the right time
Dialogue: 0,0:16:03.00,0:16:05.00,Default,,0000,0000,0000,,to hear him speak.
Dialogue: 0,0:16:05.00,0:16:08.00,Default,,0000,0000,0000,,How many of them showed up for him?
Dialogue: 0,0:16:09.00,0:16:11.00,Default,,0000,0000,0000,,Zero.
Dialogue: 0,0:16:11.00,0:16:13.00,Default,,0000,0000,0000,,They showed up for themselves.
Dialogue: 0,0:16:13.00,0:16:15.00,Default,,0000,0000,0000,,It's what they believed about America
Dialogue: 0,0:16:15.00,0:16:18.00,Default,,0000,0000,0000,,that got them to travel in a bus for eight hours
Dialogue: 0,0:16:18.00,0:16:21.00,Default,,0000,0000,0000,,to stand in the sun in Washington in the middle of August.
Dialogue: 0,0:16:21.00,0:16:24.00,Default,,0000,0000,0000,,It's what they believed, and it wasn't about black versus white:
Dialogue: 0,0:16:24.00,0:16:27.00,Default,,0000,0000,0000,,25 percent of the audience was white.
Dialogue: 0,0:16:27.00,0:16:29.00,Default,,0000,0000,0000,,Dr. King believed that
Dialogue: 0,0:16:29.00,0:16:31.00,Default,,0000,0000,0000,,there are two types of laws in this world:
Dialogue: 0,0:16:31.00,0:16:33.00,Default,,0000,0000,0000,,those that are made by a higher authority
Dialogue: 0,0:16:33.00,0:16:35.00,Default,,0000,0000,0000,,and those that are made by man.
Dialogue: 0,0:16:35.00,0:16:38.00,Default,,0000,0000,0000,,And not until all the laws that are made by man
Dialogue: 0,0:16:38.00,0:16:40.00,Default,,0000,0000,0000,,are consistent with the laws that are made by the higher authority
Dialogue: 0,0:16:40.00,0:16:42.00,Default,,0000,0000,0000,,will we live in a just world.
Dialogue: 0,0:16:42.00,0:16:44.00,Default,,0000,0000,0000,,It just so happened that the Civil Rights Movement
Dialogue: 0,0:16:44.00,0:16:47.00,Default,,0000,0000,0000,,was the perfect thing to help him
Dialogue: 0,0:16:47.00,0:16:49.00,Default,,0000,0000,0000,,bring his cause to life.
Dialogue: 0,0:16:49.00,0:16:52.00,Default,,0000,0000,0000,,We followed, not for him, but for ourselves.
Dialogue: 0,0:16:52.00,0:16:54.00,Default,,0000,0000,0000,,And, by the way, he gave the "I have a dream" speech,
Dialogue: 0,0:16:54.00,0:16:56.00,Default,,0000,0000,0000,,not the "I have a plan" speech.
Dialogue: 0,0:16:56.00,0:17:00.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:00.00,0:17:03.00,Default,,0000,0000,0000,,Listen to politicians now, with their comprehensive 12-point plans.
Dialogue: 0,0:17:03.00,0:17:05.00,Default,,0000,0000,0000,,They're not inspiring anybody.
Dialogue: 0,0:17:05.00,0:17:08.00,Default,,0000,0000,0000,,Because there are leaders and there are those who lead.
Dialogue: 0,0:17:08.00,0:17:10.00,Default,,0000,0000,0000,,Leaders hold a position of power
Dialogue: 0,0:17:10.00,0:17:12.00,Default,,0000,0000,0000,,or authority,
Dialogue: 0,0:17:12.00,0:17:15.00,Default,,0000,0000,0000,,but those who lead inspire us.
Dialogue: 0,0:17:16.00,0:17:18.00,Default,,0000,0000,0000,,Whether they're individuals or organizations,
Dialogue: 0,0:17:18.00,0:17:20.00,Default,,0000,0000,0000,,we follow those who lead,
Dialogue: 0,0:17:20.00,0:17:22.00,Default,,0000,0000,0000,,not because we have to,
Dialogue: 0,0:17:22.00,0:17:25.00,Default,,0000,0000,0000,,but because we want to.
Dialogue: 0,0:17:25.00,0:17:28.00,Default,,0000,0000,0000,,We follow those who lead, not for them,
Dialogue: 0,0:17:28.00,0:17:30.00,Default,,0000,0000,0000,,but for ourselves.
Dialogue: 0,0:17:30.00,0:17:33.00,Default,,0000,0000,0000,,And it's those who start with "why"
Dialogue: 0,0:17:33.00,0:17:35.00,Default,,0000,0000,0000,,that have the ability
Dialogue: 0,0:17:35.00,0:17:37.00,Default,,0000,0000,0000,,to inspire those around them
Dialogue: 0,0:17:37.00,0:17:40.00,Default,,0000,0000,0000,,or find others who inspire them.
Dialogue: 0,0:17:40.00,0:17:42.00,Default,,0000,0000,0000,,Thank you very much.
Dialogue: 0,0:17:42.00,0:17:44.00,Default,,0000,0000,0000,,(Applause)