0:00:01.000,0:00:04.976
How do you explain[br]when things don't go as we assume?

0:00:05.000,0:00:07.976
Or better, how do you explain

0:00:08.000,0:00:11.976
when others are able to achieve things[br]that seem to defy all of the assumptions?

0:00:12.000,0:00:13.976
For example:

0:00:14.000,0:00:15.976
Why is Apple so innovative?

0:00:16.000,0:00:17.976
Year after year, after year,

0:00:18.000,0:00:20.976
they're more innovative[br]than all their competition.

0:00:21.000,0:00:22.976
And yet, they're just a computer company.

0:00:23.000,0:00:24.976
They're just like everyone else.

0:00:25.000,0:00:27.190
They have the same access[br]to the same talent,

0:00:27.214,0:00:28.215
the same agencies,

0:00:28.239,0:00:30.095
the same consultants, the same media.

0:00:30.119,0:00:33.579
Then why is it that they seem[br]to have something different?

0:00:35.000,0:00:38.976
Why is it that Martin Luther King[br]led the Civil Rights Movement?

0:00:39.000,0:00:42.976
He wasn't the only man[br]who suffered in pre-civil rights America,

0:00:43.000,0:00:45.745
and he certainly wasn't[br]the only great orator of the day.

0:00:45.769,0:00:46.976
Why him?

0:00:47.000,0:00:49.976
And why is it that the Wright brothers

0:00:50.000,0:00:52.976
were able to figure out controlled,[br]powered man flight

0:00:53.000,0:00:55.150
when there were certainly other teams

0:00:55.174,0:00:58.047
who were better qualified,[br]better funded...

0:00:58.071,0:01:00.976
and they didn't achieve[br]powered man flight,

0:01:01.000,0:01:02.975
and the Wright brothers beat them to it.

0:01:02.999,0:01:04.887
There's something else at play here.

0:01:06.125,0:01:09.976
About three and a half years ago,[br]I made a discovery.

0:01:10.000,0:01:15.976
And this discovery profoundly changed[br]my view on how I thought the world worked,

0:01:16.000,0:01:20.000
and it even profoundly changed the way[br]in which I operate in it.

0:01:22.000,0:01:24.976
As it turns out, there's a pattern.

0:01:25.000,0:01:28.976
As it turns out, all the great inspiring[br]leaders and organizations in the world,

0:01:29.000,0:01:32.015
whether it's Apple or Martin Luther King[br]or the Wright brothers,

0:01:32.039,0:01:35.976
they all think, act and communicate[br]the exact same way.

0:01:36.000,0:01:39.976
And it's the complete opposite[br]to everyone else.

0:01:40.000,0:01:41.976
All I did was codify it,

0:01:42.000,0:01:45.976
and it's probably[br]the world's simplest idea.

0:01:46.000,0:01:48.000
I call it the golden circle.

0:01:56.296,0:01:58.976
Why? How? What?

0:01:59.000,0:02:00.976
This little idea explains

0:02:01.000,0:02:04.976
why some organizations and some leaders[br]are able to inspire where others aren't.

0:02:05.000,0:02:06.976
Let me define the terms really quickly.

0:02:07.000,0:02:09.976
Every single person, every single[br]organization on the planet

0:02:10.000,0:02:12.722
knows what they do, 100 percent.

0:02:14.000,0:02:15.976
Some know how they do it,

0:02:16.000,0:02:18.684
whether you call it[br]your differentiated value proposition

0:02:18.708,0:02:20.976
or your proprietary process or your USP.

0:02:21.000,0:02:25.747
But very, very few people or organizations[br]know why they do what they do.

0:02:25.771,0:02:27.976
And by "why" I don't mean[br]"to make a profit."

0:02:28.000,0:02:29.976
That's a result. It's always a result.

0:02:30.000,0:02:31.976
By "why," I mean: What's your purpose?

0:02:32.000,0:02:34.439
What's your cause? What's your belief?

0:02:34.463,0:02:37.976
Why does your organization exist?

0:02:38.000,0:02:40.368
Why do you get out of bed in the morning?

0:02:40.392,0:02:42.976
And why should anyone care?

0:02:43.000,0:02:44.905
As a result, the way we think, we act,

0:02:44.929,0:02:47.745
the way we communicate[br]is from the outside in, it's obvious.

0:02:47.769,0:02:50.460
We go from the clearest thing[br]to the fuzziest thing.

0:02:50.484,0:02:53.976
But the inspired leaders[br]and the inspired organizations --

0:02:54.000,0:02:57.595
regardless of their size,[br]regardless of their industry --

0:02:57.619,0:03:00.745
all think, act and communicate[br]from the inside out.

0:03:02.547,0:03:03.976
Let me give you an example.

0:03:04.000,0:03:07.388
I use Apple because they're easy[br]to understand and everybody gets it.

0:03:07.412,0:03:09.983
If Apple were like everyone else,

0:03:10.007,0:03:13.487
a marketing message from them[br]might sound like this:

0:03:13.511,0:03:14.996
"We make great computers.

0:03:16.000,0:03:19.976
They're beautifully designed,[br]simple to use and user friendly.

0:03:20.000,0:03:21.289
Want to buy one?"

0:03:22.194,0:03:23.195
"Meh."

0:03:23.219,0:03:24.976
That's how most of us communicate.

0:03:25.000,0:03:27.488
That's how most marketing[br]and sales are done,

0:03:27.512,0:03:29.607
that's how we communicate interpersonally.

0:03:29.631,0:03:31.402
We say what we do,

0:03:31.426,0:03:33.195
we say how we're different or better

0:03:33.219,0:03:35.076
and we expect some sort of a behavior,

0:03:35.100,0:03:37.076
a purchase, a vote, something like that.

0:03:37.100,0:03:38.376
Here's our new law firm:

0:03:38.400,0:03:40.822
We have the best lawyers[br]with the biggest clients,

0:03:40.846,0:03:42.468
we always perform for our clients.

0:03:42.492,0:03:43.976
Here's our new car:

0:03:44.000,0:03:46.632
It gets great gas mileage,[br]it has leather seats.

0:03:46.656,0:03:47.845
Buy our car.

0:03:47.869,0:03:48.976
But it's uninspiring.

0:03:49.000,0:03:51.647
Here's how Apple actually communicates.

0:03:53.000,0:03:57.976
"Everything we do,[br]we believe in challenging the status quo.

0:03:58.000,0:04:00.976
We believe in thinking differently.

0:04:01.670,0:04:03.431
The way we challenge the status quo

0:04:03.455,0:04:05.976
is by making our products[br]beautifully designed,

0:04:06.000,0:04:07.976
simple to use and user friendly.

0:04:08.000,0:04:10.639
We just happen to make great computers.

0:04:10.663,0:04:11.717
Want to buy one?"

0:04:12.892,0:04:14.195
Totally different, right?

0:04:14.219,0:04:16.176
You're ready to buy a computer from me.

0:04:16.200,0:04:18.398
I just reversed[br]the order of the information.

0:04:18.422,0:04:22.294
What it proves to us is[br]that people don't buy what you do;

0:04:22.318,0:04:24.723
people buy why you do it.

0:04:24.747,0:04:28.976
This explains why[br]every single person in this room

0:04:29.000,0:04:31.976
is perfectly comfortable buying[br]a computer from Apple.

0:04:32.000,0:04:33.976
But we're also perfectly comfortable

0:04:34.000,0:04:36.976
buying an MP3 player from Apple,[br]or a phone from Apple,

0:04:37.000,0:04:38.977
or a DVR from Apple.

0:04:39.001,0:04:41.528
As I said before,[br]Apple's just a computer company.

0:04:41.552,0:04:44.976
Nothing distinguishes them structurally[br]from any of their competitors.

0:04:45.000,0:04:48.448
Their competitors are equally qualified[br]to make all of these products.

0:04:48.472,0:04:49.976
In fact, they tried.

0:04:50.000,0:04:52.976
A few years ago, Gateway[br]came out with flat-screen TVs.

0:04:53.000,0:04:55.429
They're eminently qualified[br]to make flat-screen TVs.

0:04:55.453,0:04:57.976
They've been making[br]flat-screen monitors for years.

0:04:58.000,0:04:59.573
Nobody bought one.

0:05:02.657,0:05:07.976
Dell came out with MP3 players and PDAs,

0:05:08.000,0:05:09.976
and they make great quality products,

0:05:10.000,0:05:12.976
and they can make perfectly[br]well-designed products --

0:05:13.000,0:05:14.800
and nobody bought one.

0:05:14.824,0:05:17.276
In fact, talking about it now,[br]we can't even imagine

0:05:17.300,0:05:18.848
buying an MP3 player from Dell.

0:05:18.872,0:05:21.076
Why would you buy one[br]from a computer company?

0:05:21.100,0:05:22.697
But we do it every day.

0:05:22.721,0:05:25.212
People don't buy what you do;[br]they buy why you do it.

0:05:25.236,0:05:30.761
The goal is not to do business[br]with everybody who needs what you have.

0:05:30.785,0:05:34.848
The goal is to do business with people[br]who believe what you believe.

0:05:36.000,0:05:37.627
Here's the best part:

0:05:37.651,0:05:39.976
None of what I'm telling you[br]is my opinion.

0:05:40.000,0:05:42.976
It's all grounded[br]in the tenets of biology.

0:05:43.000,0:05:44.976
Not psychology, biology.

0:05:45.000,0:05:47.739
If you look at a cross-section[br]of the human brain,

0:05:47.763,0:05:50.396
from the top down,[br]the human brain is actually broken

0:05:50.420,0:05:51.976
into three major components

0:05:52.000,0:05:54.976
that correlate perfectly[br]with the golden circle.

0:05:55.000,0:05:57.976
Our newest brain, our Homo sapien brain,

0:05:58.000,0:05:59.976
our neocortex,

0:06:00.000,0:06:01.976
corresponds with the "what" level.

0:06:02.000,0:06:03.976
The neocortex is responsible

0:06:04.000,0:06:07.976
for all of our rational[br]and analytical thought and language.

0:06:08.000,0:06:10.976
The middle two sections make up[br]our limbic brains,

0:06:11.000,0:06:13.976
and our limbic brains are responsible[br]for all of our feelings,

0:06:14.000,0:06:16.976
like trust and loyalty.

0:06:17.000,0:06:19.143
It's also responsible[br]for all human behavior,

0:06:19.167,0:06:20.976
all decision-making,

0:06:21.000,0:06:23.976
and it has no capacity for language.

0:06:24.000,0:06:26.976
In other words, when we communicate[br]from the outside in,

0:06:27.000,0:06:30.143
yes, people can understand vast[br]amounts of complicated information

0:06:30.167,0:06:32.976
like features and benefits[br]and facts and figures.

0:06:33.000,0:06:34.976
It just doesn't drive behavior.

0:06:35.000,0:06:37.096
When we can communicate[br]from the inside out,

0:06:37.120,0:06:39.359
we're talking directly[br]to the part of the brain

0:06:39.383,0:06:40.976
that controls behavior,

0:06:41.000,0:06:44.976
and then we allow people to rationalize it[br]with the tangible things we say and do.

0:06:45.000,0:06:47.550
This is where gut decisions come from.

0:06:47.574,0:06:50.976
Sometimes you can give somebody[br]all the facts and figures,

0:06:51.000,0:06:53.722
and they say, "I know[br]what all the facts and details say,

0:06:53.746,0:06:55.276
but it just doesn't feel right."

0:06:55.300,0:06:57.840
Why would we use that verb,[br]it doesn't "feel" right?

0:06:57.864,0:07:00.639
Because the part of the brain[br]that controls decision-making

0:07:00.663,0:07:01.976
doesn't control language.

0:07:02.000,0:07:05.538
The best we can muster up is,[br]"I don't know. It just doesn't feel right"

0:07:05.562,0:07:08.976
Or sometimes you say you're leading[br]with your heart or soul.

0:07:09.000,0:07:11.672
I hate to break it to you,[br]those aren't other body parts

0:07:11.696,0:07:12.976
controlling your behavior.

0:07:13.000,0:07:15.143
It's all happening here[br]in your limbic brain,

0:07:15.167,0:07:18.453
the part of the brain that controls[br]decision-making and not language.

0:07:18.477,0:07:20.976
But if you don't know[br]why you do what you do,

0:07:21.000,0:07:23.976
and people respond[br]to why you do what you do,

0:07:24.000,0:07:26.976
then how will you ever get people

0:07:27.000,0:07:29.048
to vote for you,[br]or buy something from you,

0:07:29.072,0:07:30.976
or, more importantly, be loyal

0:07:31.000,0:07:33.976
and want to be a part[br]of what it is that you do.

0:07:34.000,0:07:37.050
The goal is not just to sell[br]to people who need what you have;

0:07:37.074,0:07:39.976
the goal is to sell to people[br]who believe what you believe.

0:07:40.000,0:07:43.976
The goal is not just[br]to hire people who need a job;

0:07:44.000,0:07:46.976
it's to hire people[br]who believe what you believe.

0:07:47.000,0:07:49.120
I always say that, you know,

0:07:49.144,0:07:54.976
if you hire people just because they can[br]do a job, they'll work for your money,

0:07:55.000,0:07:56.791
but if they believe what you believe,

0:07:56.815,0:07:59.250
they'll work for you with blood[br]and sweat and tears.

0:07:59.274,0:08:02.976
Nowhere else is there a better example[br]than with the Wright brothers.

0:08:03.000,0:08:06.614
Most people don't know[br]about Samuel Pierpont Langley.

0:08:06.638,0:08:08.976
And back in the early 20th century,

0:08:09.000,0:08:12.143
the pursuit of powered man flight[br]was like the dot com of the day.

0:08:12.167,0:08:13.976
Everybody was trying it.

0:08:14.000,0:08:16.976
And Samuel Pierpont Langley[br]had, what we assume,

0:08:17.000,0:08:19.673
to be the recipe for success.

0:08:19.697,0:08:21.396
Even now, you ask people,

0:08:21.420,0:08:24.039
"Why did your product[br]or why did your company fail?"

0:08:24.063,0:08:26.324
and people always give[br]you the same permutation

0:08:26.348,0:08:27.769
of the same three things:

0:08:27.793,0:08:30.770
under-capitalized, the wrong people,[br]bad market conditions.

0:08:30.794,0:08:33.605
It's always the same three things,[br]so let's explore that.

0:08:34.422,0:08:35.976
Samuel Pierpont Langley

0:08:36.000,0:08:38.976
was given 50,000 dollars[br]by the War Department

0:08:39.000,0:08:40.976
to figure out this flying machine.

0:08:41.000,0:08:42.571
Money was no problem.

0:08:42.595,0:08:44.976
He held a seat at Harvard

0:08:45.000,0:08:48.000
and worked at the Smithsonian[br]and was extremely well-connected;

0:08:48.024,0:08:49.976
he knew all the big minds of the day.

0:08:50.000,0:08:53.976
He hired the best minds money could find

0:08:54.000,0:08:55.976
and the market conditions were fantastic.

0:08:56.000,0:08:58.976
The New York Times[br]followed him around everywhere,

0:08:59.000,0:09:00.976
and everyone was rooting for Langley.

0:09:01.000,0:09:03.988
Then how come we've never heard[br]of Samuel Pierpont Langley?

0:09:04.485,0:09:06.626
A few hundred miles away in Dayton Ohio,

0:09:07.579,0:09:08.976
Orville and Wilbur Wright,

0:09:09.000,0:09:12.976
they had none of what we consider[br]to be the recipe for success.

0:09:13.000,0:09:14.976
They had no money;

0:09:15.000,0:09:18.239
they paid for their dream[br]with the proceeds from their bicycle shop;

0:09:18.263,0:09:20.549
not a single person[br]on the Wright brothers' team

0:09:20.573,0:09:21.976
had a college education,

0:09:22.000,0:09:23.976
not even Orville or Wilbur;

0:09:24.000,0:09:26.976
and The New York Times[br]followed them around nowhere.

0:09:27.000,0:09:28.976
The difference was,

0:09:29.000,0:09:32.976
Orville and Wilbur were driven by a cause,[br]by a purpose, by a belief.

0:09:33.000,0:09:36.976
They believed that if they could[br]figure out this flying machine,

0:09:37.000,0:09:38.797
it'll change the course of the world.

0:09:40.384,0:09:42.333
Samuel Pierpont Langley was different.

0:09:42.357,0:09:44.976
He wanted to be rich,[br]and he wanted to be famous.

0:09:45.000,0:09:46.976
He was in pursuit of the result.

0:09:47.000,0:09:48.976
He was in pursuit of the riches.

0:09:49.000,0:09:50.954
And lo and behold, look what happened.

0:09:50.978,0:09:54.524
The people who believed[br]in the Wright brothers' dream

0:09:54.548,0:09:56.976
worked with them with blood[br]and sweat and tears.

0:09:57.000,0:09:58.976
The others just worked for the paycheck.

0:09:59.000,0:10:02.195
They tell stories of how every time[br]the Wright brothers went out,

0:10:02.219,0:10:04.226
they would have to take[br]five sets of parts,

0:10:04.250,0:10:07.264
because that's how many times[br]they would crash before supper.

0:10:08.666,0:10:12.683
And, eventually, on December 17th, 1903,

0:10:12.707,0:10:14.976
the Wright brothers took flight,

0:10:15.000,0:10:17.048
and no one was there[br]to even experience it.

0:10:17.072,0:10:19.151
We found out about it a few days later.

0:10:20.754,0:10:24.777
And further proof that Langley[br]was motivated by the wrong thing:

0:10:24.801,0:10:27.135
The day the Wright brothers took flight,

0:10:27.159,0:10:28.160
he quit.

0:10:28.184,0:10:29.976
He could have said,

0:10:30.000,0:10:31.976
"That's an amazing discovery, guys,

0:10:32.000,0:10:34.976
and I will improve[br]upon your technology," but he didn't.

0:10:35.000,0:10:38.591
He wasn't first, he didn't get rich,[br]he didn't get famous, so he quit.

0:10:39.710,0:10:42.210
People don't buy what you do;[br]they buy why you do it.

0:10:42.234,0:10:43.976
If you talk about what you believe,

0:10:44.000,0:10:46.976
you will attract those[br]who believe what you believe.

0:10:47.000,0:10:50.334
But why is it important to attract[br]those who believe what you believe?

0:10:52.404,0:10:54.957
Something called the law[br]of diffusion of innovation,

0:10:54.981,0:10:57.491
if you don't know the law,[br]you know the terminology.

0:10:57.515,0:11:01.976
The first 2.5% of our population[br]are our innovators.

0:11:02.000,0:11:06.213
The next 13.5% of our population[br]are our early adopters.

0:11:07.252,0:11:09.096
The next 34% are your early majority,

0:11:09.120,0:11:11.453
your late majority and your laggards.

0:11:12.445,0:11:14.976
The only reason these people[br]buy touch-tone phones

0:11:15.000,0:11:17.239
is because you can't buy[br]rotary phones anymore.

0:11:17.263,0:11:18.976
(Laughter)

0:11:19.000,0:11:21.976
We all sit at various places[br]at various times on this scale,

0:11:22.000,0:11:24.976
but what the law of diffusion[br]of innovation tells us

0:11:25.000,0:11:29.976
is that if you want mass-market success[br]or mass-market acceptance of an idea,

0:11:30.000,0:11:33.976
you cannot have it[br]until you achieve this tipping point

0:11:34.000,0:11:36.976
between 15 and 18 percent[br]market penetration,

0:11:37.000,0:11:39.976
and then the system tips.

0:11:40.000,0:11:43.245
I love asking businesses,[br]"What's your conversion on new business?"

0:11:43.269,0:11:45.902
They love to tell you,[br]"It's about 10 percent," proudly.

0:11:45.926,0:11:48.069
Well, you can trip[br]over 10% of the customers.

0:11:48.093,0:11:50.039
We all have about 10% who just "get it."

0:11:50.063,0:11:51.776
That's how we describe them, right?

0:11:51.800,0:11:54.277
That's like that gut feeling,[br]"Oh, they just get it."

0:11:54.301,0:11:56.737
The problem is: How do you[br]find the ones that get it

0:11:56.761,0:11:59.405
before doing business[br]versus the ones who don't get it?

0:11:59.429,0:12:02.976
So it's this here, this little gap[br]that you have to close,

0:12:03.000,0:12:05.381
as Jeffrey Moore calls it,[br]"Crossing the Chasm" --

0:12:05.405,0:12:08.976
because, you see, the early majority[br]will not try something

0:12:09.000,0:12:12.976
until someone else has tried it first.

0:12:13.000,0:12:15.976
And these guys, the innovators[br]and the early adopters,

0:12:16.000,0:12:18.191
they're comfortable[br]making those gut decisions.

0:12:18.215,0:12:20.976
They're more comfortable[br]making those intuitive decisions

0:12:21.000,0:12:24.976
that are driven by what[br]they believe about the world

0:12:25.000,0:12:26.976
and not just what product is available.

0:12:27.000,0:12:29.647
These are the people who stood[br]in line for six hours

0:12:29.671,0:12:31.807
to buy an iPhone when they first came out,

0:12:31.831,0:12:34.976
when you could have bought one[br]off the shelf the next week.

0:12:35.000,0:12:37.143
These are the people[br]who spent 40,000 dollars

0:12:37.167,0:12:39.976
on flat-screen TVs[br]when they first came out,

0:12:40.000,0:12:42.309
even though the technology[br]was substandard.

0:12:43.000,0:12:46.976
And, by the way, they didn't do it[br]because the technology was so great;

0:12:47.000,0:12:48.976
they did it for themselves.

0:12:49.000,0:12:50.976
It's because they wanted to be first.

0:12:51.000,0:12:53.477
People don't buy what you do;[br]they buy why you do it

0:12:53.501,0:12:56.976
and what you do simply proves[br]what you believe.

0:12:57.000,0:13:00.976
In fact, people will do the things[br]that prove what they believe.

0:13:01.000,0:13:05.976
The reason that person bought the iPhone[br]in the first six hours,

0:13:06.000,0:13:07.976
stood in line for six hours,

0:13:08.000,0:13:10.381
was because of what they believed[br]about the world,

0:13:10.405,0:13:12.405
and how they wanted everybody to see them:

0:13:12.429,0:13:13.461
They were first.

0:13:13.485,0:13:15.976
People don't buy what you do;[br]they buy why you do it.

0:13:16.000,0:13:17.976
So let me give you a famous example,

0:13:18.000,0:13:22.563
a famous failure and a famous success[br]of the law of diffusion of innovation.

0:13:22.587,0:13:23.976
First, the famous failure.

0:13:24.000,0:13:25.976
It's a commercial example.

0:13:26.000,0:13:28.237
As we said before, the recipe for success

0:13:28.261,0:13:31.653
is money and the right people[br]and the right market conditions.

0:13:31.677,0:13:33.422
You should have success then.

0:13:33.446,0:13:34.976
Look at TiVo.

0:13:35.000,0:13:37.715
From the time TiVo came out[br]about eight or nine years ago

0:13:37.739,0:13:38.977
to this current day,

0:13:39.001,0:13:42.651
they are the single highest-quality[br]product on the market,

0:13:42.675,0:13:44.548
hands down, there is no dispute.

0:13:45.595,0:13:47.402
They were extremely well-funded.

0:13:47.426,0:13:49.125
Market conditions were fantastic.

0:13:49.149,0:13:50.976
I mean, we use TiVo as verb.

0:13:51.000,0:13:54.259
I TiVo stuff on my piece-of-junk[br]Time Warner DVR all the time.

0:13:54.283,0:13:56.326
(Laughter)

0:13:56.799,0:13:58.976
But TiVo's a commercial failure.

0:13:59.000,0:14:00.976
They've never made money.

0:14:01.000,0:14:02.976
And when they went IPO,

0:14:03.000,0:14:04.976
their stock was at about 30 or 40 dollars

0:14:05.000,0:14:07.429
and then plummeted,[br]and it's never traded above 10.

0:14:07.453,0:14:09.976
In fact, I don't think[br]it's even traded above six,

0:14:10.000,0:14:11.976
except for a couple of little spikes.

0:14:12.000,0:14:14.334
Because you see, when TiVo[br]launched their product,

0:14:14.358,0:14:16.976
they told us all what they had.

0:14:17.000,0:14:20.454
They said, "We have a product[br]that pauses live TV,

0:14:20.478,0:14:24.976
skips commercials, rewinds live TV[br]and memorizes your viewing habits

0:14:25.000,0:14:26.789
without you even asking."

0:14:28.175,0:14:29.976
And the cynical majority said,

0:14:30.000,0:14:31.976
"We don't believe you.

0:14:32.000,0:14:34.548
We don't need it. We don't like it.

0:14:34.572,0:14:35.635
You're scaring us."

0:14:36.691,0:14:37.976
What if they had said,

0:14:38.000,0:14:42.976
"If you're the kind of person[br]who likes to have total control

0:14:43.000,0:14:45.976
over every aspect of your life,

0:14:46.000,0:14:48.976
boy, do we have a product for you.

0:14:49.000,0:14:50.978
It pauses live TV, skips commercials,

0:14:51.002,0:14:53.162
memorizes your viewing habits, etc., etc."

0:14:53.858,0:14:56.372
People don't buy what you do;[br]they buy why you do it,

0:14:56.396,0:14:59.757
and what you do simply serves[br]as the proof of what you believe.

0:15:00.559,0:15:04.603
Now let me give you a successful example[br]of the law of diffusion of innovation.

0:15:06.000,0:15:08.976
In the summer of 1963,

0:15:09.000,0:15:12.976
250,000 people showed up[br]on the mall in Washington

0:15:13.000,0:15:14.652
to hear Dr. King speak.

0:15:16.154,0:15:18.976
They sent out no invitations,

0:15:19.000,0:15:21.976
and there was no website[br]to check the date.

0:15:22.000,0:15:23.976
How do you do that?

0:15:24.000,0:15:26.143
Well, Dr. King[br]wasn't the only man in America

0:15:26.167,0:15:28.570
who was a great orator.

0:15:28.594,0:15:30.760
He wasn't the only man[br]in America who suffered

0:15:30.784,0:15:32.562
in a pre-civil rights America.

0:15:32.586,0:15:34.976
In fact, some of his ideas were bad.

0:15:35.000,0:15:36.023
But he had a gift.

0:15:36.960,0:15:40.231
He didn't go around telling people[br]what needed to change in America.

0:15:40.255,0:15:42.572
He went around[br]and told people what he believed.

0:15:42.596,0:15:45.976
"I believe, I believe, I believe,"[br]he told people.

0:15:46.000,0:15:48.531
And people who believed what he believed

0:15:48.555,0:15:51.976
took his cause, and they made it[br]their own, and they told people.

0:15:52.000,0:15:54.048
And some of those people[br]created structures

0:15:54.072,0:15:56.567
to get the word out to even more people.

0:15:56.591,0:15:59.976
And lo and behold,[br]250,000 people showed up

0:16:00.000,0:16:04.246
on the right day at the right time[br]to hear him speak.

0:16:05.000,0:16:07.502
How many of them showed up for him?

0:16:09.319,0:16:10.351
Zero.

0:16:11.000,0:16:12.976
They showed up for themselves.

0:16:13.000,0:16:15.702
It's what they believed about America

0:16:15.726,0:16:17.976
that got them to travel[br]in a bus for eight hours

0:16:18.000,0:16:20.976
to stand in the sun in Washington[br]in the middle of August.

0:16:21.000,0:16:24.048
It's what they believed,[br]and it wasn't about black versus white:

0:16:24.072,0:16:26.385
25% of the audience was white.

0:16:27.397,0:16:31.000
Dr. King believed that there are[br]two types of laws in this world:

0:16:31.024,0:16:34.976
those that are made by a higher authority[br]and those that are made by men.

0:16:35.000,0:16:37.976
And not until all the laws[br]that are made by men

0:16:38.000,0:16:40.793
are consistent with the laws[br]made by the higher authority

0:16:40.817,0:16:42.753
will we live in a just world.

0:16:42.777,0:16:45.192
It just so happened[br]that the Civil Rights Movement

0:16:45.216,0:16:48.976
was the perfect thing to help him[br]bring his cause to life.

0:16:49.000,0:16:51.976
We followed, not for him,[br]but for ourselves.

0:16:52.000,0:16:54.301
By the way, he gave[br]the "I have a dream" speech,

0:16:54.325,0:16:56.310
not the "I have a plan" speech.

0:16:56.334,0:16:59.976
(Laughter)

0:17:00.000,0:17:03.191
Listen to politicians now,[br]with their comprehensive 12-point plans.

0:17:03.215,0:17:04.976
They're not inspiring anybody.

0:17:05.000,0:17:07.976
Because there are leaders[br]and there are those who lead.

0:17:08.000,0:17:11.976
Leaders hold a position[br]of power or authority,

0:17:12.000,0:17:15.000
but those who lead inspire us.

0:17:16.533,0:17:18.884
Whether they're individuals[br]or organizations,

0:17:18.908,0:17:21.976
we follow those who lead,[br]not because we have to,

0:17:22.000,0:17:23.837
but because we want to.

0:17:24.785,0:17:29.223
We follow those who lead, not for them,[br]but for ourselves.

0:17:30.484,0:17:32.976
And it's those who start with "why"

0:17:33.000,0:17:37.740
that have the ability[br]to inspire those around them

0:17:37.764,0:17:39.975
or find others who inspire them.

0:17:41.216,0:17:42.380
Thank you very much.

0:17:42.404,0:17:44.000
(Applause)