[演講筆記] TED: 偉大的領導者如何激勵人們採取行動

講題: 偉大的領導者如何激勵人們採取行動 How great leaders inspire action

 

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.

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.

Golden Circle和大腦結構相符:
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, 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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