[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.00,0:00:04.98,Default,,0000,0000,0000,,How do you explain\Nwhen things don't go as we assume?
Dialogue: 0,0:00:05.00,0:00:07.98,Default,,0000,0000,0000,,Or better, how do you explain
Dialogue: 0,0:00:08.00,0:00:11.98,Default,,0000,0000,0000,,when others are able to achieve things\Nthat seem to defy all of the assumptions?
Dialogue: 0,0:00:12.00,0:00:13.98,Default,,0000,0000,0000,,For example:
Dialogue: 0,0:00:14.00,0:00:15.98,Default,,0000,0000,0000,,Why is Apple so innovative?
Dialogue: 0,0:00:16.00,0:00:17.98,Default,,0000,0000,0000,,Year after year, after year,
Dialogue: 0,0:00:18.00,0:00:20.98,Default,,0000,0000,0000,,they're more innovative\Nthan all their competition.
Dialogue: 0,0:00:21.00,0:00:22.98,Default,,0000,0000,0000,,And yet, they're just a computer company.
Dialogue: 0,0:00:23.00,0:00:24.98,Default,,0000,0000,0000,,They're just like everyone else.
Dialogue: 0,0:00:25.00,0:00:27.19,Default,,0000,0000,0000,,They have the same access\Nto the same talent,
Dialogue: 0,0:00:27.21,0:00:28.22,Default,,0000,0000,0000,,the same agencies,
Dialogue: 0,0:00:28.24,0:00:30.10,Default,,0000,0000,0000,,the same consultants, the same media.
Dialogue: 0,0:00:30.12,0:00:33.58,Default,,0000,0000,0000,,Then why is it that they seem\Nto have something different?
Dialogue: 0,0:00:35.00,0:00:38.98,Default,,0000,0000,0000,,Why is it that Martin Luther King\Nled the Civil Rights Movement?
Dialogue: 0,0:00:39.00,0:00:42.98,Default,,0000,0000,0000,,He wasn't the only man\Nwho suffered in pre-civil rights America,
Dialogue: 0,0:00:43.00,0:00:45.74,Default,,0000,0000,0000,,and he certainly wasn't\Nthe only great orator of the day.
Dialogue: 0,0:00:45.77,0:00:46.98,Default,,0000,0000,0000,,Why him?
Dialogue: 0,0:00:47.00,0:00:49.98,Default,,0000,0000,0000,,And why is it that the Wright brothers
Dialogue: 0,0:00:50.00,0:00:52.98,Default,,0000,0000,0000,,were able to figure out controlled,\Npowered man flight
Dialogue: 0,0:00:53.00,0:00:55.15,Default,,0000,0000,0000,,when there were certainly other teams
Dialogue: 0,0:00:55.17,0:00:58.05,Default,,0000,0000,0000,,who were better qualified,\Nbetter funded --
Dialogue: 0,0:00:58.07,0:01:00.98,Default,,0000,0000,0000,,and they didn't achieve\Npowered man flight,
Dialogue: 0,0:01:01.00,0:01:02.98,Default,,0000,0000,0000,,and the Wright brothers beat them to it.
Dialogue: 0,0:01:02.100,0:01:04.89,Default,,0000,0000,0000,,There's something else at play here.
Dialogue: 0,0:01:06.12,0:01:09.98,Default,,0000,0000,0000,,About three and a half years ago,\NI made a discovery.
Dialogue: 0,0:01:10.00,0:01:15.98,Default,,0000,0000,0000,,And this discovery profoundly changed\Nmy view on how I thought the world worked,
Dialogue: 0,0:01:16.00,0:01:20.00,Default,,0000,0000,0000,,and it even profoundly changed the way\Nin which I operate in it.
Dialogue: 0,0:01:22.00,0:01:24.98,Default,,0000,0000,0000,,As it turns out, there's a pattern.
Dialogue: 0,0:01:25.00,0:01:28.98,Default,,0000,0000,0000,,As it turns out, all the great inspiring\Nleaders and organizations in the world,
Dialogue: 0,0:01:29.00,0:01:32.02,Default,,0000,0000,0000,,whether it's Apple or Martin Luther King\Nor the Wright brothers,
Dialogue: 0,0:01:32.04,0:01:35.98,Default,,0000,0000,0000,,they all think, act and communicate\Nthe exact same way.
Dialogue: 0,0:01:36.00,0:01:39.98,Default,,0000,0000,0000,,And it's the complete opposite\Nto everyone else.
Dialogue: 0,0:01:40.00,0:01:41.98,Default,,0000,0000,0000,,All I did was codify it,
Dialogue: 0,0:01:42.00,0:01:45.98,Default,,0000,0000,0000,,and it's probably\Nthe world's simplest idea.
Dialogue: 0,0:01:46.00,0:01:48.00,Default,,0000,0000,0000,,I call it the golden circle.
Dialogue: 0,0:01:56.30,0:01:58.98,Default,,0000,0000,0000,,Why? How? What?
Dialogue: 0,0:01:59.00,0:02:00.98,Default,,0000,0000,0000,,This little idea explains
Dialogue: 0,0:02:01.00,0:02:04.98,Default,,0000,0000,0000,,why some organizations and some leaders\Nare able to inspire where others aren't.
Dialogue: 0,0:02:05.00,0:02:06.98,Default,,0000,0000,0000,,Let me define the terms really quickly.
Dialogue: 0,0:02:07.00,0:02:09.98,Default,,0000,0000,0000,,Every single person, every single\Norganization on the planet
Dialogue: 0,0:02:10.00,0:02:12.72,Default,,0000,0000,0000,,knows what they do, 100 percent.
Dialogue: 0,0:02:14.00,0:02:15.98,Default,,0000,0000,0000,,Some know how they do it,
Dialogue: 0,0:02:16.00,0:02:18.68,Default,,0000,0000,0000,,whether you call it\Nyour differentiated value proposition
Dialogue: 0,0:02:18.71,0:02:20.98,Default,,0000,0000,0000,,or your proprietary process or your USP.
Dialogue: 0,0:02:21.00,0:02:25.75,Default,,0000,0000,0000,,But very, very few people or organizations\Nknow why they do what they do.
Dialogue: 0,0:02:25.77,0:02:27.98,Default,,0000,0000,0000,,And by "why" I don't mean\N"to make a profit."
Dialogue: 0,0:02:28.00,0:02:29.98,Default,,0000,0000,0000,,That's a result. It's always a result.
Dialogue: 0,0:02:30.00,0:02:31.98,Default,,0000,0000,0000,,By "why," I mean: What's your purpose?
Dialogue: 0,0:02:32.00,0:02:34.44,Default,,0000,0000,0000,,What's your cause? What's your belief?
Dialogue: 0,0:02:34.46,0:02:37.98,Default,,0000,0000,0000,,Why does your organization exist?
Dialogue: 0,0:02:38.00,0:02:40.37,Default,,0000,0000,0000,,Why do you get out of bed in the morning?
Dialogue: 0,0:02:40.39,0:02:42.98,Default,,0000,0000,0000,,And why should anyone care?
Dialogue: 0,0:02:43.00,0:02:44.90,Default,,0000,0000,0000,,As a result, the way we think, we act,
Dialogue: 0,0:02:44.93,0:02:47.74,Default,,0000,0000,0000,,the way we communicate\Nis from the outside in, it's obvious.
Dialogue: 0,0:02:47.77,0:02:50.46,Default,,0000,0000,0000,,We go from the clearest thing\Nto the fuzziest thing.
Dialogue: 0,0:02:50.48,0:02:53.98,Default,,0000,0000,0000,,But the inspired leaders\Nand the inspired organizations --
Dialogue: 0,0:02:54.00,0:02:57.60,Default,,0000,0000,0000,,regardless of their size,\Nregardless of their industry --
Dialogue: 0,0:02:57.62,0:03:00.74,Default,,0000,0000,0000,,all think, act and communicate\Nfrom the inside out.
Dialogue: 0,0:03:02.55,0:03:03.98,Default,,0000,0000,0000,,Let me give you an example.
Dialogue: 0,0:03:04.00,0:03:07.39,Default,,0000,0000,0000,,I use Apple because they're easy\Nto understand and everybody gets it.
Dialogue: 0,0:03:07.41,0:03:09.98,Default,,0000,0000,0000,,If Apple were like everyone else,
Dialogue: 0,0:03:10.01,0:03:13.49,Default,,0000,0000,0000,,a marketing message from them\Nmight sound like this:
Dialogue: 0,0:03:13.51,0:03:14.100,Default,,0000,0000,0000,,"We make great computers.
Dialogue: 0,0:03:16.00,0:03:19.98,Default,,0000,0000,0000,,They're beautifully designed,\Nsimple to use and user friendly.
Dialogue: 0,0:03:20.00,0:03:21.29,Default,,0000,0000,0000,,Want to buy one?"
Dialogue: 0,0:03:22.19,0:03:23.20,Default,,0000,0000,0000,,"Meh."
Dialogue: 0,0:03:23.22,0:03:24.98,Default,,0000,0000,0000,,That's how most of us communicate.
Dialogue: 0,0:03:25.00,0:03:27.49,Default,,0000,0000,0000,,That's how most marketing\Nand sales are done,
Dialogue: 0,0:03:27.51,0:03:29.61,Default,,0000,0000,0000,,that's how we communicate interpersonally.
Dialogue: 0,0:03:29.63,0:03:31.40,Default,,0000,0000,0000,,We say what we do,
Dialogue: 0,0:03:31.43,0:03:33.20,Default,,0000,0000,0000,,we say how we're different or better
Dialogue: 0,0:03:33.22,0:03:35.08,Default,,0000,0000,0000,,and we expect some sort of a behavior,
Dialogue: 0,0:03:35.10,0:03:37.08,Default,,0000,0000,0000,,a purchase, a vote, something like that.
Dialogue: 0,0:03:37.10,0:03:38.38,Default,,0000,0000,0000,,Here's our new law firm:
Dialogue: 0,0:03:38.40,0:03:40.82,Default,,0000,0000,0000,,We have the best lawyers\Nwith the biggest clients,
Dialogue: 0,0:03:40.85,0:03:42.47,Default,,0000,0000,0000,,we always perform for our clients.
Dialogue: 0,0:03:42.49,0:03:43.98,Default,,0000,0000,0000,,Here's our new car:
Dialogue: 0,0:03:44.00,0:03:46.63,Default,,0000,0000,0000,,It gets great gas mileage,\Nit has leather seats.
Dialogue: 0,0:03:46.66,0:03:47.84,Default,,0000,0000,0000,,Buy our car.
Dialogue: 0,0:03:47.87,0:03:48.98,Default,,0000,0000,0000,,But it's uninspiring.
Dialogue: 0,0:03:49.00,0:03:51.65,Default,,0000,0000,0000,,Here's how Apple actually communicates.
Dialogue: 0,0:03:53.00,0:03:57.98,Default,,0000,0000,0000,,"Everything we do,\Nwe believe in challenging the status quo.
Dialogue: 0,0:03:58.00,0:04:00.98,Default,,0000,0000,0000,,We believe in thinking differently.
Dialogue: 0,0:04:01.67,0:04:03.43,Default,,0000,0000,0000,,The way we challenge the status quo
Dialogue: 0,0:04:03.46,0:04:05.98,Default,,0000,0000,0000,,is by making our products\Nbeautifully designed,
Dialogue: 0,0:04:06.00,0:04:07.98,Default,,0000,0000,0000,,simple to use and user friendly.
Dialogue: 0,0:04:08.00,0:04:10.64,Default,,0000,0000,0000,,We just happen to make great computers.
Dialogue: 0,0:04:10.66,0:04:11.72,Default,,0000,0000,0000,,Want to buy one?"
Dialogue: 0,0:04:12.89,0:04:14.20,Default,,0000,0000,0000,,Totally different, right?
Dialogue: 0,0:04:14.22,0:04:16.18,Default,,0000,0000,0000,,You're ready to buy a computer from me.
Dialogue: 0,0:04:16.20,0:04:18.40,Default,,0000,0000,0000,,I just reversed\Nthe order of the information.
Dialogue: 0,0:04:18.42,0:04:22.29,Default,,0000,0000,0000,,What it proves to us is\Nthat people don't buy what you do;
Dialogue: 0,0:04:22.32,0:04:24.72,Default,,0000,0000,0000,,people buy why you do it.
Dialogue: 0,0:04:24.75,0:04:28.98,Default,,0000,0000,0000,,This explains why\Nevery single person in this room
Dialogue: 0,0:04:29.00,0:04:31.98,Default,,0000,0000,0000,,is perfectly comfortable buying\Na computer from Apple.
Dialogue: 0,0:04:32.00,0:04:33.98,Default,,0000,0000,0000,,But we're also perfectly comfortable
Dialogue: 0,0:04:34.00,0:04:36.98,Default,,0000,0000,0000,,buying an MP3 player from Apple,\Nor a phone from Apple,
Dialogue: 0,0:04:37.00,0:04:38.98,Default,,0000,0000,0000,,or a DVR from Apple.
Dialogue: 0,0:04:39.00,0:04:41.53,Default,,0000,0000,0000,,As I said before,\NApple's just a computer company.
Dialogue: 0,0:04:41.55,0:04:44.98,Default,,0000,0000,0000,,Nothing distinguishes them structurally\Nfrom any of their competitors.
Dialogue: 0,0:04:45.00,0:04:48.45,Default,,0000,0000,0000,,Their competitors are equally qualified\Nto make all of these products.
Dialogue: 0,0:04:48.47,0:04:49.98,Default,,0000,0000,0000,,In fact, they tried.
Dialogue: 0,0:04:50.00,0:04:52.98,Default,,0000,0000,0000,,A few years ago, Gateway\Ncame out with flat-screen TVs.
Dialogue: 0,0:04:53.00,0:04:55.43,Default,,0000,0000,0000,,They're eminently qualified\Nto make flat-screen TVs.
Dialogue: 0,0:04:55.45,0:04:57.98,Default,,0000,0000,0000,,They've been making\Nflat-screen monitors for years.
Dialogue: 0,0:04:58.00,0:04:59.57,Default,,0000,0000,0000,,Nobody bought one.
Dialogue: 0,0:05:02.66,0:05:07.98,Default,,0000,0000,0000,,Dell came out with MP3 players and PDAs,
Dialogue: 0,0:05:08.00,0:05:09.98,Default,,0000,0000,0000,,and they make great quality products,
Dialogue: 0,0:05:10.00,0:05:12.98,Default,,0000,0000,0000,,and they can make perfectly\Nwell-designed products --
Dialogue: 0,0:05:13.00,0:05:14.80,Default,,0000,0000,0000,,and nobody bought one.
Dialogue: 0,0:05:14.82,0:05:17.28,Default,,0000,0000,0000,,In fact, talking about it now,\Nwe can't even imagine
Dialogue: 0,0:05:17.30,0:05:18.85,Default,,0000,0000,0000,,buying an MP3 player from Dell.
Dialogue: 0,0:05:18.87,0:05:21.08,Default,,0000,0000,0000,,Why would you buy one\Nfrom a computer company?
Dialogue: 0,0:05:21.10,0:05:22.70,Default,,0000,0000,0000,,But we do it every day.
Dialogue: 0,0:05:22.72,0:05:25.21,Default,,0000,0000,0000,,People don't buy what you do;\Nthey buy why you do it.
Dialogue: 0,0:05:25.24,0:05:30.76,Default,,0000,0000,0000,,The goal is not to do business\Nwith everybody who needs what you have.
Dialogue: 0,0:05:30.78,0:05:34.85,Default,,0000,0000,0000,,The goal is to do business with people\Nwho believe what you believe.
Dialogue: 0,0:05:36.00,0:05:37.63,Default,,0000,0000,0000,,Here's the best part:
Dialogue: 0,0:05:37.65,0:05:39.98,Default,,0000,0000,0000,,None of what I'm telling you\Nis my opinion.
Dialogue: 0,0:05:40.00,0:05:42.98,Default,,0000,0000,0000,,It's all grounded\Nin the tenets of biology.
Dialogue: 0,0:05:43.00,0:05:44.98,Default,,0000,0000,0000,,Not psychology, biology.
Dialogue: 0,0:05:45.00,0:05:47.74,Default,,0000,0000,0000,,If you look at a cross-section\Nof the human brain,
Dialogue: 0,0:05:47.76,0:05:50.40,Default,,0000,0000,0000,,from the top down,\Nthe human brain is actually broken
Dialogue: 0,0:05:50.42,0:05:51.98,Default,,0000,0000,0000,,into three major components
Dialogue: 0,0:05:52.00,0:05:54.98,Default,,0000,0000,0000,,that correlate perfectly\Nwith the golden circle.
Dialogue: 0,0:05:55.00,0:05:57.98,Default,,0000,0000,0000,,Our newest brain, our Homo sapien brain,
Dialogue: 0,0:05:58.00,0:05:59.98,Default,,0000,0000,0000,,our neocortex,
Dialogue: 0,0:06:00.00,0:06:01.98,Default,,0000,0000,0000,,corresponds with the "what" level.
Dialogue: 0,0:06:02.00,0:06:03.98,Default,,0000,0000,0000,,The neocortex is responsible
Dialogue: 0,0:06:04.00,0:06:07.98,Default,,0000,0000,0000,,for all of our rational\Nand analytical thought and language.
Dialogue: 0,0:06:08.00,0:06:10.98,Default,,0000,0000,0000,,The middle two sections make up\Nour limbic brains,
Dialogue: 0,0:06:11.00,0:06:13.98,Default,,0000,0000,0000,,and our limbic brains are responsible\Nfor all of our feelings,
Dialogue: 0,0:06:14.00,0:06:16.98,Default,,0000,0000,0000,,like trust and loyalty.
Dialogue: 0,0:06:17.00,0:06:19.14,Default,,0000,0000,0000,,It's also responsible\Nfor all human behavior,
Dialogue: 0,0:06:19.17,0:06:20.98,Default,,0000,0000,0000,,all decision-making,
Dialogue: 0,0:06:21.00,0:06:23.98,Default,,0000,0000,0000,,and it has no capacity for language.
Dialogue: 0,0:06:24.00,0:06:26.98,Default,,0000,0000,0000,,In other words, when we communicate\Nfrom the outside in,
Dialogue: 0,0:06:27.00,0:06:30.14,Default,,0000,0000,0000,,yes, people can understand vast\Namounts of complicated information
Dialogue: 0,0:06:30.17,0:06:32.98,Default,,0000,0000,0000,,like features and benefits\Nand facts and figures.
Dialogue: 0,0:06:33.00,0:06:34.98,Default,,0000,0000,0000,,It just doesn't drive behavior.
Dialogue: 0,0:06:35.00,0:06:37.10,Default,,0000,0000,0000,,When we can communicate\Nfrom the inside out,
Dialogue: 0,0:06:37.12,0:06:39.36,Default,,0000,0000,0000,,we're talking directly\Nto the part of the brain
Dialogue: 0,0:06:39.38,0:06:40.98,Default,,0000,0000,0000,,that controls behavior,
Dialogue: 0,0:06:41.00,0:06:44.98,Default,,0000,0000,0000,,and then we allow people to rationalize it\Nwith the tangible things we say and do.
Dialogue: 0,0:06:45.00,0:06:47.55,Default,,0000,0000,0000,,This is where gut decisions come from.
Dialogue: 0,0:06:47.57,0:06:50.98,Default,,0000,0000,0000,,Sometimes you can give somebody\Nall the facts and figures,
Dialogue: 0,0:06:51.00,0:06:53.72,Default,,0000,0000,0000,,and they say, "I know\Nwhat all the facts and details say,
Dialogue: 0,0:06:53.75,0:06:55.28,Default,,0000,0000,0000,,but it just doesn't feel right."
Dialogue: 0,0:06:55.30,0:06:57.84,Default,,0000,0000,0000,,Why would we use that verb,\Nit doesn't "feel" right?
Dialogue: 0,0:06:57.86,0:07:00.64,Default,,0000,0000,0000,,Because the part of the brain\Nthat controls decision-making
Dialogue: 0,0:07:00.66,0:07:01.98,Default,,0000,0000,0000,,doesn't control language.
Dialogue: 0,0:07:02.00,0:07:03.46,Default,,0000,0000,0000,,The best we can muster up is,
Dialogue: 0,0:07:03.48,0:07:05.54,Default,,0000,0000,0000,,"I don't know. \NIt just doesn't feel right."
Dialogue: 0,0:07:05.56,0:07:08.98,Default,,0000,0000,0000,,Or sometimes you say you're leading\Nwith your heart or soul.
Dialogue: 0,0:07:09.00,0:07:11.67,Default,,0000,0000,0000,,I hate to break it to you,\Nthose aren't other body parts
Dialogue: 0,0:07:11.70,0:07:12.98,Default,,0000,0000,0000,,controlling your behavior.
Dialogue: 0,0:07:13.00,0:07:15.14,Default,,0000,0000,0000,,It's all happening here\Nin your limbic brain,
Dialogue: 0,0:07:15.17,0:07:18.45,Default,,0000,0000,0000,,the part of the brain that controls\Ndecision-making and not language.
Dialogue: 0,0:07:18.48,0:07:20.98,Default,,0000,0000,0000,,But if you don't know\Nwhy you do what you do,
Dialogue: 0,0:07:21.00,0:07:23.98,Default,,0000,0000,0000,,and people respond\Nto why you do what you do,
Dialogue: 0,0:07:24.00,0:07:26.98,Default,,0000,0000,0000,,then how will you ever get people
Dialogue: 0,0:07:27.00,0:07:29.05,Default,,0000,0000,0000,,to vote for you,\Nor buy something from you,
Dialogue: 0,0:07:29.07,0:07:30.98,Default,,0000,0000,0000,,or, more importantly, be loyal
Dialogue: 0,0:07:31.00,0:07:33.98,Default,,0000,0000,0000,,and want to be a part\Nof what it is that you do.
Dialogue: 0,0:07:34.00,0:07:37.05,Default,,0000,0000,0000,,The goal is not just to sell\Nto people who need what you have;
Dialogue: 0,0:07:37.07,0:07:39.98,Default,,0000,0000,0000,,the goal is to sell to people\Nwho believe what you believe.
Dialogue: 0,0:07:40.00,0:07:43.98,Default,,0000,0000,0000,,The goal is not just\Nto hire people who need a job;
Dialogue: 0,0:07:44.00,0:07:46.98,Default,,0000,0000,0000,,it's to hire people\Nwho believe what you believe.
Dialogue: 0,0:07:47.00,0:07:49.12,Default,,0000,0000,0000,,I always say that, you know,
Dialogue: 0,0:07:49.14,0:07:54.98,Default,,0000,0000,0000,,if you hire people just because they can\Ndo a job, they'll work for your money,
Dialogue: 0,0:07:55.00,0:07:56.79,Default,,0000,0000,0000,,but if they believe what you believe,
Dialogue: 0,0:07:56.82,0:07:59.25,Default,,0000,0000,0000,,they'll work for you with blood\Nand sweat and tears.
Dialogue: 0,0:07:59.27,0:08:02.98,Default,,0000,0000,0000,,Nowhere else is there a better example\Nthan with the Wright brothers.
Dialogue: 0,0:08:03.00,0:08:06.61,Default,,0000,0000,0000,,Most people don't know\Nabout Samuel Pierpont Langley.
Dialogue: 0,0:08:06.64,0:08:08.98,Default,,0000,0000,0000,,And back in the early 20th century,
Dialogue: 0,0:08:09.00,0:08:12.14,Default,,0000,0000,0000,,the pursuit of powered man flight\Nwas like the dot com of the day.
Dialogue: 0,0:08:12.17,0:08:13.98,Default,,0000,0000,0000,,Everybody was trying it.
Dialogue: 0,0:08:14.00,0:08:16.98,Default,,0000,0000,0000,,And Samuel Pierpont Langley\Nhad, what we assume,
Dialogue: 0,0:08:17.00,0:08:19.67,Default,,0000,0000,0000,,to be the recipe for success.
Dialogue: 0,0:08:19.70,0:08:21.40,Default,,0000,0000,0000,,Even now, you ask people,
Dialogue: 0,0:08:21.42,0:08:24.04,Default,,0000,0000,0000,,"Why did your product\Nor why did your company fail?"
Dialogue: 0,0:08:24.06,0:08:26.32,Default,,0000,0000,0000,,and people always give\Nyou the same permutation
Dialogue: 0,0:08:26.35,0:08:27.77,Default,,0000,0000,0000,,of the same three things:
Dialogue: 0,0:08:27.79,0:08:30.77,Default,,0000,0000,0000,,under-capitalized, the wrong people,\Nbad market conditions.
Dialogue: 0,0:08:30.79,0:08:33.60,Default,,0000,0000,0000,,It's always the same three things,\Nso let's explore that.
Dialogue: 0,0:08:34.42,0:08:35.98,Default,,0000,0000,0000,,Samuel Pierpont Langley
Dialogue: 0,0:08:36.00,0:08:38.98,Default,,0000,0000,0000,,was given 50,000 dollars\Nby the War Department
Dialogue: 0,0:08:39.00,0:08:40.98,Default,,0000,0000,0000,,to figure out this flying machine.
Dialogue: 0,0:08:41.00,0:08:42.57,Default,,0000,0000,0000,,Money was no problem.
Dialogue: 0,0:08:42.60,0:08:44.98,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\Nand was extremely well-connected;
Dialogue: 0,0:08:48.02,0:08:49.98,Default,,0000,0000,0000,,he knew all the big minds of the day.
Dialogue: 0,0:08:50.00,0:08:53.98,Default,,0000,0000,0000,,He hired the best minds money could find
Dialogue: 0,0:08:54.00,0:08:55.98,Default,,0000,0000,0000,,and the market conditions were fantastic.
Dialogue: 0,0:08:56.00,0:08:58.98,Default,,0000,0000,0000,,The New York Times\Nfollowed him around everywhere,
Dialogue: 0,0:08:59.00,0:09:00.98,Default,,0000,0000,0000,,and everyone was rooting for Langley.
Dialogue: 0,0:09:01.00,0:09:03.99,Default,,0000,0000,0000,,Then how come we've never heard\Nof Samuel Pierpont Langley?
Dialogue: 0,0:09:04.48,0:09:06.63,Default,,0000,0000,0000,,A few hundred miles away in Dayton, Ohio,
Dialogue: 0,0:09:07.58,0:09:08.98,Default,,0000,0000,0000,,Orville and Wilbur Wright,
Dialogue: 0,0:09:09.00,0:09:12.98,Default,,0000,0000,0000,,they had none of what we consider\Nto be the recipe for success.
Dialogue: 0,0:09:13.00,0:09:14.98,Default,,0000,0000,0000,,They had no money;
Dialogue: 0,0:09:15.00,0:09:18.24,Default,,0000,0000,0000,,they paid for their dream\Nwith the proceeds from their bicycle shop.
Dialogue: 0,0:09:18.26,0:09:20.55,Default,,0000,0000,0000,,Not a single person\Non the Wright brothers' team
Dialogue: 0,0:09:20.57,0:09:21.98,Default,,0000,0000,0000,,had a college education,
Dialogue: 0,0:09:22.00,0:09:23.98,Default,,0000,0000,0000,,not even Orville or Wilbur.
Dialogue: 0,0:09:24.00,0:09:26.98,Default,,0000,0000,0000,,And The New York Times\Nfollowed them around nowhere.
Dialogue: 0,0:09:27.00,0:09:28.98,Default,,0000,0000,0000,,The difference was,
Dialogue: 0,0:09:29.00,0:09:32.98,Default,,0000,0000,0000,,Orville and Wilbur were driven by a cause,\Nby a purpose, by a belief.
Dialogue: 0,0:09:33.00,0:09:36.98,Default,,0000,0000,0000,,They believed that if they could\Nfigure out this flying machine,
Dialogue: 0,0:09:37.00,0:09:38.80,Default,,0000,0000,0000,,it'll change the course of the world.
Dialogue: 0,0:09:40.38,0:09:42.33,Default,,0000,0000,0000,,Samuel Pierpont Langley was different.
Dialogue: 0,0:09:42.36,0:09:44.98,Default,,0000,0000,0000,,He wanted to be rich,\Nand he wanted to be famous.
Dialogue: 0,0:09:45.00,0:09:46.98,Default,,0000,0000,0000,,He was in pursuit of the result.
Dialogue: 0,0:09:47.00,0:09:48.98,Default,,0000,0000,0000,,He was in pursuit of the riches.
Dialogue: 0,0:09:49.00,0:09:50.95,Default,,0000,0000,0000,,And lo and behold, look what happened.
Dialogue: 0,0:09:50.98,0:09:54.52,Default,,0000,0000,0000,,The people who believed\Nin the Wright brothers' dream
Dialogue: 0,0:09:54.55,0:09:56.98,Default,,0000,0000,0000,,worked with them with blood\Nand sweat and tears.
Dialogue: 0,0:09:57.00,0:09:58.98,Default,,0000,0000,0000,,The others just worked for the paycheck.
Dialogue: 0,0:09:59.00,0:10:02.20,Default,,0000,0000,0000,,They tell stories of how every time\Nthe Wright brothers went out,
Dialogue: 0,0:10:02.22,0:10:04.23,Default,,0000,0000,0000,,they would have to take\Nfive sets of parts,
Dialogue: 0,0:10:04.25,0:10:07.26,Default,,0000,0000,0000,,because that's how many times\Nthey would crash before supper.
Dialogue: 0,0:10:08.67,0:10:12.68,Default,,0000,0000,0000,,And, eventually, on December 17th, 1903,
Dialogue: 0,0:10:12.71,0:10:14.98,Default,,0000,0000,0000,,the Wright brothers took flight,
Dialogue: 0,0:10:15.00,0:10:17.05,Default,,0000,0000,0000,,and no one was there\Nto even experience it.
Dialogue: 0,0:10:17.07,0:10:19.15,Default,,0000,0000,0000,,We found out about it a few days later.
Dialogue: 0,0:10:20.75,0:10:24.78,Default,,0000,0000,0000,,And further proof that Langley\Nwas motivated by the wrong thing:
Dialogue: 0,0:10:24.80,0:10:27.14,Default,,0000,0000,0000,,the day the Wright brothers took flight,
Dialogue: 0,0:10:27.16,0:10:28.16,Default,,0000,0000,0000,,he quit.
Dialogue: 0,0:10:28.18,0:10:29.98,Default,,0000,0000,0000,,He could have said,
Dialogue: 0,0:10:30.00,0:10:31.98,Default,,0000,0000,0000,,"That's an amazing discovery, guys,
Dialogue: 0,0:10:32.00,0:10:34.98,Default,,0000,0000,0000,,and I will improve\Nupon your technology," but he didn't.
Dialogue: 0,0:10:35.00,0:10:38.59,Default,,0000,0000,0000,,He wasn't first, he didn't get rich,\Nhe didn't get famous, so he quit.
Dialogue: 0,0:10:39.71,0:10:42.21,Default,,0000,0000,0000,,People don't buy what you do;\Nthey buy why you do it.
Dialogue: 0,0:10:42.23,0:10:43.98,Default,,0000,0000,0000,,If you talk about what you believe,
Dialogue: 0,0:10:44.00,0:10:46.98,Default,,0000,0000,0000,,you will attract those\Nwho believe what you believe.
Dialogue: 0,0:10:47.00,0:10:50.33,Default,,0000,0000,0000,,But why is it important to attract\Nthose who believe what you believe?
Dialogue: 0,0:10:52.40,0:10:54.96,Default,,0000,0000,0000,,Something called the law\Nof diffusion of innovation,
Dialogue: 0,0:10:54.98,0:10:57.49,Default,,0000,0000,0000,,if you don't know the law,\Nyou know the terminology.
Dialogue: 0,0:10:57.52,0:11:01.98,Default,,0000,0000,0000,,The first 2.5% of our population\Nare our innovators.
Dialogue: 0,0:11:02.00,0:11:06.21,Default,,0000,0000,0000,,The next 13.5% of our population\Nare our early adopters.
Dialogue: 0,0:11:07.25,0:11:09.10,Default,,0000,0000,0000,,The next 34% are your early majority,
Dialogue: 0,0:11:09.12,0:11:11.45,Default,,0000,0000,0000,,your late majority and your laggards.
Dialogue: 0,0:11:12.44,0:11:14.98,Default,,0000,0000,0000,,The only reason these people\Nbuy touch-tone phones
Dialogue: 0,0:11:15.00,0:11:17.24,Default,,0000,0000,0000,,is because you can't buy\Nrotary phones anymore.
Dialogue: 0,0:11:17.26,0:11:18.98,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:11:19.00,0:11:21.98,Default,,0000,0000,0000,,We all sit at various places\Nat various times on this scale,
Dialogue: 0,0:11:22.00,0:11:24.98,Default,,0000,0000,0000,,but what the law of diffusion\Nof innovation tells us
Dialogue: 0,0:11:25.00,0:11:29.98,Default,,0000,0000,0000,,is that if you want mass-market success\Nor mass-market acceptance of an idea,
Dialogue: 0,0:11:30.00,0:11:33.98,Default,,0000,0000,0000,,you cannot have it\Nuntil you achieve this tipping point
Dialogue: 0,0:11:34.00,0:11:36.98,Default,,0000,0000,0000,,between 15 and 18 percent\Nmarket penetration,
Dialogue: 0,0:11:37.00,0:11:39.98,Default,,0000,0000,0000,,and then the system tips.
Dialogue: 0,0:11:40.00,0:11:43.24,Default,,0000,0000,0000,,I love asking businesses,\N"What's your conversion on new business?"
Dialogue: 0,0:11:43.27,0:11:45.90,Default,,0000,0000,0000,,They love to tell you,\N"It's about 10 percent," proudly.
Dialogue: 0,0:11:45.93,0:11:48.07,Default,,0000,0000,0000,,Well, you can trip\Nover 10% of the customers.
Dialogue: 0,0:11:48.09,0:11:50.04,Default,,0000,0000,0000,,We all have about 10% who just "get it."
Dialogue: 0,0:11:50.06,0:11:51.78,Default,,0000,0000,0000,,That's how we describe them, right?
Dialogue: 0,0:11:51.80,0:11:54.28,Default,,0000,0000,0000,,That's like that gut feeling,\N"Oh, they just get it."
Dialogue: 0,0:11:54.30,0:11:56.74,Default,,0000,0000,0000,,The problem is: How do you\Nfind the ones that get it
Dialogue: 0,0:11:56.76,0:11:59.40,Default,,0000,0000,0000,,before doing business\Nversus the ones who don't get it?
Dialogue: 0,0:11:59.43,0:12:02.98,Default,,0000,0000,0000,,So it's this here, this little gap\Nthat you have to close,
Dialogue: 0,0:12:03.00,0:12:05.38,Default,,0000,0000,0000,,as Jeffrey Moore calls it,\N"Crossing the Chasm" --
Dialogue: 0,0:12:05.40,0:12:08.98,Default,,0000,0000,0000,,because, you see, the early majority\Nwill not try something
Dialogue: 0,0:12:09.00,0:12:12.98,Default,,0000,0000,0000,,until someone else has tried it first.
Dialogue: 0,0:12:13.00,0:12:15.98,Default,,0000,0000,0000,,And these guys, the innovators\Nand the early adopters,
Dialogue: 0,0:12:16.00,0:12:18.19,Default,,0000,0000,0000,,they're comfortable\Nmaking those gut decisions.
Dialogue: 0,0:12:18.22,0:12:20.98,Default,,0000,0000,0000,,They're more comfortable\Nmaking those intuitive decisions
Dialogue: 0,0:12:21.00,0:12:24.98,Default,,0000,0000,0000,,that are driven by what\Nthey believe about the world
Dialogue: 0,0:12:25.00,0:12:26.98,Default,,0000,0000,0000,,and not just what product is available.
Dialogue: 0,0:12:27.00,0:12:29.65,Default,,0000,0000,0000,,These are the people who stood\Nin line for six hours
Dialogue: 0,0:12:29.67,0:12:31.81,Default,,0000,0000,0000,,to buy an iPhone when they first came out,
Dialogue: 0,0:12:31.83,0:12:34.98,Default,,0000,0000,0000,,when you could have bought one\Noff the shelf the next week.
Dialogue: 0,0:12:35.00,0:12:37.14,Default,,0000,0000,0000,,These are the people\Nwho spent 40,000 dollars
Dialogue: 0,0:12:37.17,0:12:39.98,Default,,0000,0000,0000,,on flat-screen TVs\Nwhen they first came out,
Dialogue: 0,0:12:40.00,0:12:42.31,Default,,0000,0000,0000,,even though the technology\Nwas substandard.
Dialogue: 0,0:12:43.00,0:12:46.98,Default,,0000,0000,0000,,And, by the way, they didn't do it\Nbecause the technology was so great;
Dialogue: 0,0:12:47.00,0:12:48.98,Default,,0000,0000,0000,,they did it for themselves.
Dialogue: 0,0:12:49.00,0:12:50.98,Default,,0000,0000,0000,,It's because they wanted to be first.
Dialogue: 0,0:12:51.00,0:12:53.48,Default,,0000,0000,0000,,People don't buy what you do;\Nthey buy why you do it
Dialogue: 0,0:12:53.50,0:12:56.98,Default,,0000,0000,0000,,and what you do simply proves\Nwhat you believe.
Dialogue: 0,0:12:57.00,0:13:00.98,Default,,0000,0000,0000,,In fact, people will do the things\Nthat prove what they believe.
Dialogue: 0,0:13:01.00,0:13:05.98,Default,,0000,0000,0000,,The reason that person bought the iPhone\Nin the first six hours,
Dialogue: 0,0:13:06.00,0:13:07.98,Default,,0000,0000,0000,,stood in line for six hours,
Dialogue: 0,0:13:08.00,0:13:10.38,Default,,0000,0000,0000,,was because of what they believed\Nabout the world,
Dialogue: 0,0:13:10.40,0:13:12.40,Default,,0000,0000,0000,,and how they wanted everybody to see them:
Dialogue: 0,0:13:12.43,0:13:13.46,Default,,0000,0000,0000,,they were first.
Dialogue: 0,0:13:13.48,0:13:15.98,Default,,0000,0000,0000,,People don't buy what you do;\Nthey buy why you do it.
Dialogue: 0,0:13:16.00,0:13:17.98,Default,,0000,0000,0000,,So let me give you a famous example,
Dialogue: 0,0:13:18.00,0:13:22.56,Default,,0000,0000,0000,,a famous failure and a famous success\Nof the law of diffusion of innovation.
Dialogue: 0,0:13:22.59,0:13:23.98,Default,,0000,0000,0000,,First, the famous failure.
Dialogue: 0,0:13:24.00,0:13:25.98,Default,,0000,0000,0000,,It's a commercial example.
Dialogue: 0,0:13:26.00,0:13:28.24,Default,,0000,0000,0000,,As we said before, the recipe for success
Dialogue: 0,0:13:28.26,0:13:31.65,Default,,0000,0000,0000,,is money and the right people\Nand the right market conditions.
Dialogue: 0,0:13:31.68,0:13:33.42,Default,,0000,0000,0000,,You should have success then.
Dialogue: 0,0:13:33.45,0:13:34.98,Default,,0000,0000,0000,,Look at TiVo.
Dialogue: 0,0:13:35.00,0:13:37.72,Default,,0000,0000,0000,,From the time TiVo came out\Nabout eight or nine years ago
Dialogue: 0,0:13:37.74,0:13:38.98,Default,,0000,0000,0000,,to this current day,
Dialogue: 0,0:13:39.00,0:13:42.65,Default,,0000,0000,0000,,they are the single highest-quality\Nproduct on the market,
Dialogue: 0,0:13:42.68,0:13:44.55,Default,,0000,0000,0000,,hands down, there is no dispute.
Dialogue: 0,0:13:45.60,0:13:47.40,Default,,0000,0000,0000,,They were extremely well-funded.
Dialogue: 0,0:13:47.43,0:13:49.12,Default,,0000,0000,0000,,Market conditions were fantastic.
Dialogue: 0,0:13:49.15,0:13:50.98,Default,,0000,0000,0000,,I mean, we use TiVo as verb.
Dialogue: 0,0:13:51.00,0:13:54.26,Default,,0000,0000,0000,,I TiVo stuff on my piece-of-junk\NTime Warner DVR all the time.
Dialogue: 0,0:13:54.28,0:13:56.33,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:13:56.80,0:13:58.98,Default,,0000,0000,0000,,But TiVo's a commercial failure.
Dialogue: 0,0:13:59.00,0:14:00.98,Default,,0000,0000,0000,,They've never made money.
Dialogue: 0,0:14:01.00,0:14:02.98,Default,,0000,0000,0000,,And when they went IPO,
Dialogue: 0,0:14:03.00,0:14:04.98,Default,,0000,0000,0000,,their stock was at about 30 or 40 dollars
Dialogue: 0,0:14:05.00,0:14:07.43,Default,,0000,0000,0000,,and then plummeted,\Nand it's never traded above 10.
Dialogue: 0,0:14:07.45,0:14:09.98,Default,,0000,0000,0000,,In fact, I don't think\Nit's even traded above six,
Dialogue: 0,0:14:10.00,0:14:11.98,Default,,0000,0000,0000,,except for a couple of little spikes.
Dialogue: 0,0:14:12.00,0:14:14.33,Default,,0000,0000,0000,,Because you see, when TiVo\Nlaunched their product,
Dialogue: 0,0:14:14.36,0:14:16.98,Default,,0000,0000,0000,,they told us all what they had.
Dialogue: 0,0:14:17.00,0:14:20.45,Default,,0000,0000,0000,,They said, "We have a product\Nthat pauses live TV,
Dialogue: 0,0:14:20.48,0:14:24.98,Default,,0000,0000,0000,,skips commercials, rewinds live TV\Nand memorizes your viewing habits
Dialogue: 0,0:14:25.00,0:14:26.79,Default,,0000,0000,0000,,without you even asking."
Dialogue: 0,0:14:28.18,0:14:29.98,Default,,0000,0000,0000,,And the cynical majority said,
Dialogue: 0,0:14:30.00,0:14:31.98,Default,,0000,0000,0000,,"We don't believe you.
Dialogue: 0,0:14:32.00,0:14:34.55,Default,,0000,0000,0000,,We don't need it. We don't like it.
Dialogue: 0,0:14:34.57,0:14:35.64,Default,,0000,0000,0000,,You're scaring us."
Dialogue: 0,0:14:36.69,0:14:37.98,Default,,0000,0000,0000,,What if they had said,
Dialogue: 0,0:14:38.00,0:14:42.98,Default,,0000,0000,0000,,"If you're the kind of person\Nwho likes to have total control
Dialogue: 0,0:14:43.00,0:14:45.98,Default,,0000,0000,0000,,over every aspect of your life,
Dialogue: 0,0:14:46.00,0:14:48.98,Default,,0000,0000,0000,,boy, do we have a product for you.
Dialogue: 0,0:14:49.00,0:14:50.98,Default,,0000,0000,0000,,It pauses live TV, skips commercials,
Dialogue: 0,0:14:51.00,0:14:53.16,Default,,0000,0000,0000,,memorizes your viewing habits, etc., etc."
Dialogue: 0,0:14:53.86,0:14:56.37,Default,,0000,0000,0000,,People don't buy what you do;\Nthey buy why you do it,
Dialogue: 0,0:14:56.40,0:14:59.76,Default,,0000,0000,0000,,and what you do simply serves\Nas the proof of what you believe.
Dialogue: 0,0:15:00.56,0:15:04.60,Default,,0000,0000,0000,,Now let me give you a successful example\Nof the law of diffusion of innovation.
Dialogue: 0,0:15:06.00,0:15:08.98,Default,,0000,0000,0000,,In the summer of 1963,
Dialogue: 0,0:15:09.00,0:15:12.98,Default,,0000,0000,0000,,250,000 people showed up\Non the mall in Washington
Dialogue: 0,0:15:13.00,0:15:14.65,Default,,0000,0000,0000,,to hear Dr. King speak.
Dialogue: 0,0:15:16.15,0:15:18.98,Default,,0000,0000,0000,,They sent out no invitations,
Dialogue: 0,0:15:19.00,0:15:21.98,Default,,0000,0000,0000,,and there was no website\Nto check the date.
Dialogue: 0,0:15:22.00,0:15:23.98,Default,,0000,0000,0000,,How do you do that?
Dialogue: 0,0:15:24.00,0:15:26.14,Default,,0000,0000,0000,,Well, Dr. King\Nwasn't the only man in America
Dialogue: 0,0:15:26.17,0:15:28.57,Default,,0000,0000,0000,,who was a great orator.
Dialogue: 0,0:15:28.59,0:15:30.76,Default,,0000,0000,0000,,He wasn't the only man\Nin America who suffered
Dialogue: 0,0:15:30.78,0:15:32.56,Default,,0000,0000,0000,,in a pre-civil rights America.
Dialogue: 0,0:15:32.59,0:15:34.98,Default,,0000,0000,0000,,In fact, some of his ideas were bad.
Dialogue: 0,0:15:35.00,0:15:36.02,Default,,0000,0000,0000,,But he had a gift.
Dialogue: 0,0:15:36.96,0:15:40.23,Default,,0000,0000,0000,,He didn't go around telling people\Nwhat needed to change in America.
Dialogue: 0,0:15:40.26,0:15:42.57,Default,,0000,0000,0000,,He went around\Nand told people what he believed.
Dialogue: 0,0:15:42.60,0:15:45.98,Default,,0000,0000,0000,,"I believe, I believe, I believe,"\Nhe told people.
Dialogue: 0,0:15:46.00,0:15:48.53,Default,,0000,0000,0000,,And people who believed what he believed
Dialogue: 0,0:15:48.56,0:15:51.98,Default,,0000,0000,0000,,took his cause, and they made it\Ntheir own, and they told people.
Dialogue: 0,0:15:52.00,0:15:54.05,Default,,0000,0000,0000,,And some of those people\Ncreated structures
Dialogue: 0,0:15:54.07,0:15:56.57,Default,,0000,0000,0000,,to get the word out to even more people.
Dialogue: 0,0:15:56.59,0:15:59.98,Default,,0000,0000,0000,,And lo and behold,\N250,000 people showed up
Dialogue: 0,0:16:00.00,0:16:04.25,Default,,0000,0000,0000,,on the right day at the right time\Nto hear him speak.
Dialogue: 0,0:16:05.00,0:16:07.50,Default,,0000,0000,0000,,How many of them showed up for him?
Dialogue: 0,0:16:09.32,0:16:10.35,Default,,0000,0000,0000,,Zero.
Dialogue: 0,0:16:11.00,0:16:12.98,Default,,0000,0000,0000,,They showed up for themselves.
Dialogue: 0,0:16:13.00,0:16:15.70,Default,,0000,0000,0000,,It's what they believed about America
Dialogue: 0,0:16:15.73,0:16:17.98,Default,,0000,0000,0000,,that got them to travel\Nin a bus for eight hours
Dialogue: 0,0:16:18.00,0:16:20.98,Default,,0000,0000,0000,,to stand in the sun in Washington\Nin the middle of August.
Dialogue: 0,0:16:21.00,0:16:24.05,Default,,0000,0000,0000,,It's what they believed,\Nand it wasn't about black versus white:
Dialogue: 0,0:16:24.07,0:16:26.38,Default,,0000,0000,0000,,25% of the audience was white.
Dialogue: 0,0:16:27.40,0:16:31.00,Default,,0000,0000,0000,,Dr. King believed that there are\Ntwo types of laws in this world:
Dialogue: 0,0:16:31.02,0:16:34.98,Default,,0000,0000,0000,,those that are made by a higher authority\Nand those that are made by men.
Dialogue: 0,0:16:35.00,0:16:37.98,Default,,0000,0000,0000,,And not until all the laws\Nthat are made by men
Dialogue: 0,0:16:38.00,0:16:40.79,Default,,0000,0000,0000,,are consistent with the laws\Nmade by the higher authority
Dialogue: 0,0:16:40.82,0:16:42.75,Default,,0000,0000,0000,,will we live in a just world.
Dialogue: 0,0:16:42.78,0:16:45.19,Default,,0000,0000,0000,,It just so happened\Nthat the Civil Rights Movement
Dialogue: 0,0:16:45.22,0:16:48.98,Default,,0000,0000,0000,,was the perfect thing to help him\Nbring his cause to life.
Dialogue: 0,0:16:49.00,0:16:51.98,Default,,0000,0000,0000,,We followed, not for him,\Nbut for ourselves.
Dialogue: 0,0:16:52.00,0:16:54.30,Default,,0000,0000,0000,,By the way, he gave\Nthe "I have a dream" speech,
Dialogue: 0,0:16:54.32,0:16:56.31,Default,,0000,0000,0000,,not the "I have a plan" speech.
Dialogue: 0,0:16:56.33,0:16:59.98,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:00.00,0:17:03.19,Default,,0000,0000,0000,,Listen to politicians now,\Nwith their comprehensive 12-point plans.
Dialogue: 0,0:17:03.22,0:17:04.98,Default,,0000,0000,0000,,They're not inspiring anybody.
Dialogue: 0,0:17:05.00,0:17:07.98,Default,,0000,0000,0000,,Because there are leaders\Nand there are those who lead.
Dialogue: 0,0:17:08.00,0:17:11.98,Default,,0000,0000,0000,,Leaders hold a position\Nof power or authority,
Dialogue: 0,0:17:12.00,0:17:15.00,Default,,0000,0000,0000,,but those who lead inspire us.
Dialogue: 0,0:17:16.53,0:17:18.88,Default,,0000,0000,0000,,Whether they're individuals\Nor organizations,
Dialogue: 0,0:17:18.91,0:17:21.98,Default,,0000,0000,0000,,we follow those who lead,\Nnot because we have to,
Dialogue: 0,0:17:22.00,0:17:23.84,Default,,0000,0000,0000,,but because we want to.
Dialogue: 0,0:17:24.78,0:17:29.22,Default,,0000,0000,0000,,We follow those who lead, not for them,\Nbut for ourselves.
Dialogue: 0,0:17:30.48,0:17:32.98,Default,,0000,0000,0000,,And it's those who start with "why"
Dialogue: 0,0:17:33.00,0:17:37.74,Default,,0000,0000,0000,,that have the ability\Nto inspire those around them
Dialogue: 0,0:17:37.76,0:17:39.98,Default,,0000,0000,0000,,or find others who inspire them.
Dialogue: 0,0:17:41.22,0:17:42.38,Default,,0000,0000,0000,,Thank you very much.
Dialogue: 0,0:17:42.40,0:17:44.00,Default,,0000,0000,0000,,(Applause)