講題: 偉大的領導者如何激勵人們採取行動 (How great leaders inspire action)
講者: Simon Sinek
Simon 首先說明 inspired leaders 溝通的方式, 以下圖的Golden Circle加以說明.
大部份的人溝通是從外圈到內圈, inspired leaders (舉例: Apple, Martin Luther King, Wright brothers) 則是由內圈到外圈, 先談 why, 再談 how 及 what.
舉例來說, 如果 Apple 以如同大部份人的方式溝通, 它的行銷語言會像是:
"(what) We make great computers.
(how) They're beautifully designed, simple to use and user friendly.
Want to buy one?"
但實際上 Apple 溝通的方式是直接觸及 why, 然後談 how, 最後再談 what, 給人的感受完全不同:
" (why) Everything we do, we believe in challenging the status quo. We believe in thinking differently.
(how) The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly.
(what) We just happen to make great computers.
Want to buy one?"
Why? what's your purpose? what's your cause? what's your belief?
People don't buy what you do, they buy why you do it.
The goal is not to do business with everybody who needs what you have.
The goal is to do business with people who believe what you believe.
大腦外層為 newest brain / homo sapien brain / neocortex 新皮質: what level, rational, analytical thought, language
大腦內層為 limbic brains 邊緣系統: feelings (trust, loyalty), human behavior, decision making.從外圈談起, 人們可以理解, 但無法引發行動.
從內圈談起, 直接訴諸大腦控制行為的部份 (情感層面), 引發行動之後, 人們自然會為他們的行為合理化.
The goal is not just to hire people who need a job; it's to hire people who believe what you believe. If you hire people just because they can do a job, they'll work for your money, but if you hire people who believe what you believe, they'll work for you with blood and sweat and tears.
若要達到 mass-market success 或者是讓 mass-market 接受一個新的想法, 需要吸引 innovators 及 early adopters, 而這些人勇於作出新的嘗試, 驅動力來自於 what they believe about the world.
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