語言大師SarahJones在TED中的演講中英文翻譯

2023年12月28日發(fā)(作者：少先隊(duì)呼號(hào))

語言大師SarahJones在TED中的演講中英文翻譯

第一篇：語言大師Sarah Jones 在TED中的演講中英文翻譯

Transcript for Sarah Jones as a one-woman global village I

should tell you that when I was asked to be here, I thought to

mylf that well, it's the TEDsters are--you know, as

innocent as that name sounds-the are the philanthropists and

artists and scientists who sort of shape our what could

I possibly have to say that would be distinguished enough to

justify my participation in something like that? And so I thought

perhaps a really civilized sounding British accent might help

things a then I thought no, no.I should just get up there

and be mylf and just talk the way I really talk becau, after all,

this is the great so I thought I'd come up here and

unveil my real voice to gh many of you already know

that I do speak the Queen's English becau I am from Queens,

New York.(Laughter)But the theme of this ssion, of cour, is

while I don't have any patents that I'm aware of,

you will be meeting a few of my inventions I suppo

it's fair to say that I am interested in the invention of lf or

're all born into certain circumstances with particular

physical traits, unique developmental experiences, geographical

and historical then what? To what extent do we lf-construct, do we lf-invent? How do we lf-identify and how

mutable is that identity? Like, what if one could be anyone at any

time? Well my characters, like the ones in my shows, allow me to

play with the spaces between tho so I've

brought a couple of them with well, they're very

I should tell you--what I should tell you is that

they've each prepared their own little TED feel free to

think of this as Sarah University.(Laughter), ,

evening you so very much for

having me here , thank you very name is

Loraine my!There's so many of

.(Laughter)Anyway, I am here becau of a

young girl, Sarah 's a very nice, young, black

you know, she calls herlf black, she's really more like a caramel

color if you look at anyway,(Laughter)she has me here

becau she puts me in her show, what she calls her one-woman

you know what that means, of means she

takes the credit and then makes us come out here and do all the

I don't y, I'm kvelling just to be here with all

the luminaries you have attending something like this, you

, it's only, of cour, the scientists and

all the wonderful giants of the industries but the

are so many celebrities running around here.I saw--Glenn Clo I

saw earlier.I love she was getting a yogurt in the Google

't that adorable.(Laughter)So many others you e,

they're just 's lovely to know they're concerned, you

--oh, I saw Goldie , Goldie Hawn.I love her,

too;she's know, she's only half you

know that about her? even so, a wonderful

I--you know, when I saw her, such a wonderful , she's

anyway, I should have started by saying just how lucky

I 's such an eye-opening experience to be 're all so

responsible for this world that we live in know, I

couldn't have dreamed of such a thing as a young you've

all made the advancements happen in such a short 're

all so know, you're parents must be very I--I also appreciate the diversity that you have here.I noticed it's

very know, when you're standing up here, you

can e all the different 's like a 's okay to say

.I just--I can't keep up with whether you can say, you

know, the different are you allowed to say or not say?

I just--I don't want to offend anyway, you

know, I just think that to be here with all of you accomplished

young people, literally, some of you, the architects building our

brighter know, it's heartening to though,

quite frankly, some of your

prentations are horrifying, absolutely 's 's

know, between the environmental degradation and the

crashing of the world markets you're talking of cour,

we know it's all becau of Well, I don't know how

el to say it to you, so I'll just say it my ganeyvish

tetikeyt coming from the governments and the, you know, the

bankers and the Wall know .(Laughter)The

point is, I'm happy somebody has practical ideas to get us out of

this I salute each of you and your stellar

you for all that you congratulations

on being such big makhers that you've become TED ,

happy continued

tov.(Applau) you , this is such a

wonderful opportunity and everything, to be here right

name is I'm just--I'm so thrilled to be part of like

your TED conference that you're doing and everything like that.I

am Dominican ly, you could say I grew up in the

capital of Dominican Republic, otherwi known as Washington

Heights in New York I don't know if there's any other

Dominican people here, but I know that Juan Enriquez, he was

here I think he's Mexican, so that's--honestly,

that's clo enough for me, right --(Laughter)I just--I'm

sorry.I'm just trying not to be nervous becau this is a very

wonderful experience for me and I just--you

know I'm not ud to doing public whenever I get

nervous I start to talk really can understand nothing

I'm saying, which is very frustrating for me, as you can imagine.I

usually have to just like try to calm down and take a deep

then on top of that, you know, Sarah Jones told me

we only have 18 then I'm like, should I be nervous,

you know, becau maybe it's I'm just trying not to

panic and freak I like, take a deep

anyway, what I was trying to say is that I really love , I

love everything about 's , it's--I can't get over

this right , like, people would not believe, riously,

where I'm from, that this even know, like even, I mean

I love like the name, the--TED.I mean I know it's a real person and

everything, but I'm just saying that like, you know, I think it's very

cool how it's also an acronym, you know, which is like, you know,

is like very high concept and everything like that.I like

actually, I can relate to the whole like acronym thing and

e, actually, I'm a sophomore at college right

my school--actually I was part of co-founding an

organization, which is like a leadership thing, you know, like you

guys, you would really like it and the organization

is called DA BOMB, And DA BOMB--not like what you guys can

build and everything--It's like, DA BOMB, it means like

Dominican--it's an acronym--Dominican American Benevolent

Organization for Mothers and , I know, e, like the

name is like a little bit long, but with the war on terror and

everything, the Dean of Student Activities has asked us to stop

saying DA BOMB and u the whole thing so nobody would get

the wrong idea, , basically like DA BOMB--what

Dominican American Benevolent Organization for Mothers and

Babies does is, basically, we try to advocate for students who

show a lot of academic promi and who also happen to be

mothers like me.I am a working mother, and I also go to school

, you know, it's like--it's so important to have like

role models out there.I mean, I know sometimes our lifestyles are

very different, like even at my job--like, I just got

now it's very exciting actually for me becau I'm

the Junior Assistant to the Associate Director under the Senior

Vice President for Business 's my new ,

but I think whether you own your own company or you're just

starting out like me, like something like this so vital for people to

just continue expanding their minds and if

everybody, like all people really had access to that, it would be a

very different world out there, as I know you , I think all

people, we need that, but especially, I look at people like me, you

know like, I mean, Latinos, we're about to be the majority, in like

two , we derve just as much to be part of the

exchange of ideas as everybody , I'm very happy that

you're, you know, doing this kind of thing, making the talks

available 's very good.I love I just--I love you

guys.I love if you don't mind, privately now, in the future,

I'm going to think of TED as an acronym for Technology,

Entertainment and you very

much.(Laughter)(Applau)So, that was Noraida, and just like

Loraine and everybody el you're meeting today, the are folks

who are bad on real people from my real s, neighbors,

family members.I come from a multicultural fact, the

older lady you just met, very, very looly bad on a great aunt

on my mother's 's a long story, believe on top of my

family background, my parents also nt me to United Nations

school, where I encountered a plethora of new characters

including Alexandre, my French teacher, , you know, it

was beginner French, that I am taking with her, you it

was Madame Bousson, you know, she was very [French].It was

like, you know, she was there in the class, you know, she was kind

of typically know, she was was very chic, but she was

very filled with ennui, you she would be there, you

know, kind of talking with the class, you know, talking about the,

you know, the existential futility of life, you we were

only 11 years old, so it was not [German].Yes, I

took German for three years,[German], and it was quite the

experience becau I was the only black girl in the class, even in

the UN gh, you know, it was teacher,

Herr Schtopf, he never always, always

treated each of us, you know, equally unbearably during the

, there were the teachers and then there were my friends,

classmates from of whom are still dear friends

to this they've inspired many characters as

example, a friend of , I just wanted to quickly say good

name is Praveen Manvi and thank you very much for

this cour, TED, the reputation precedes itlf all

over the , you know, I am originally from India, and I

wanted to start by telling you that once Sarah Jones told me that

we will be having the opportunity to come here to TED in

California, originally, I was very plead and, frankly, relieved

becau, you know, I am a human rights usually my

work, it takes me to Washington there, I must attend

the meetings, mingling with some tiresome politicians, trying

to make me feel comfortable by telling how often they are eating

the curry in , you can just , but

I'm thrilled to be joining all of you here.I wish we had more time

together, but that's for another ? Great.(Applau)And,

sadly, I don't think we'll have time for you to meet everybody I

brought, but-I'm trying to behave 's my first time

I do want to introduce you to a couple of folks you may

recognize, if you saw “Bridge and Tunnel.” Uh, well, thank

name is Pauline Ning, and first I want to

tell you that I'm--of cour I am a member of the Chine

community in New when Sarah Jones asked me to

plea come to TED, I said, well, you know, first, I don't know that,

you know--before two years ago, you would not find me in front

of an audience of people, much less like this becau I did not

like to give speeches becau I feel that, as an immigrant, I do

not have good English skills for then, I decided, just

like Governor Arnold Schwartzenegger, I try

anyway.(Laughter)My daughter--my daughter wrote that, she

told me, “Always start your speech with humor.” But my

background--I want to tell you story only husband and

I, we brought

our son and daughter here in 1980s to have the freedom we

cannot have in China at that we tried to teach our kids

to be proud of their tradition, but it's very know, as

immigrant, I would speak Chine to them, and they would

always answer me back in love rock music, pop

culture, American when they got older, when the time

comes for them to start think about getting married, that's when

we expect them to realize, a little bit more, their own

that's where we had some son, he says he is not

ready to get he has a sweetheart, but she is

American woman, not 's not that it's bad, but I told him,

“What's wrong with a Chine woman?” But I think he will

change his mind , then I decide instead, I will concentrate

on my daughter's marriage is very special to the

first, she said she's not only wants to

spend time with her then at college, it's like she never

came she doesn't want me to come and I said,

“What's wrong in this picture?” So, I accud my daughter to

have like a cret she told me, “Mom, you don't

have to worry about boys becau I don't like

them.”(Laughter)And I said, “Yes, men can be difficult, but all

women have to get ud to that.” She said, “No Mom.I mean, I

don't like boys.I like girls.I am lesbian.” So, I always teach my kids

to respect American ideas, but I told my daughter that this is one

exception--(Laughter)that she is not gay, she is just confud by

this American she told me, “Mom, it's not

American.” She said she is in love, in love with a nice Chine

girl.(Laughter)So, the are the words I am waiting to hear, but

from my son, not my daughter.(Laughter)But at first I did not

know what to then, over time, I have come to understand

that this is who she , even though sometimes it's still hard, I

will share with you that it helps me to realize society is more

tolerant, usually becau of places like this, becau of ideas like

this and people like you, with an open I think maybe TED,

you impact people's lives in the ways that maybe even you don't

, for my daughter's sake, I thank you for your ideas

worth shen.(Applau)Good

name is Habbi I would like to first of all

thank Sarah Jones for putting all of the pressure on the only Arab

who she brought with her to be last today.I am originally from

I teach comparative literature at Queens is

not I feel a bit like a fish out of I am very

proud of my I e that a few of them did make it

here to the you will get the extra credit I promid

, while I know that I may not look like the typical denizen,

as you would say, I do like to make the point that we in global

society we are never as different as the appearances may

, if you will indulge me, I will share quickly with you a

bit of ver, which I memorized as a young girl at 16 years of

, back in the ancient times.[Arabic] And this roughly

translates: “Plea, let me hold your hand.I want to hold your

hand.I want to hold your when I touch you, I feel happy

's such a feeling that my love, I can't hide, I can't hide, I

can't hide.” Well, so okay, but plea, plea, but it is

sounding familiar, it is becau I was at the same time in my life

listening to The the radio [unclear], they were very

, all of that is to say that I like to believe, that for every

word intended to render us deaf to one another, there is always

a lyric connecting ears and hearts across the continents in

I pray that this is the way that we will lf invent, in

's all [unclear].Thank you very much for the

? Great.(Applau)Thank you all very

was you for having me.(Applau)Thank you very,

very much.I love you.(Applau)Well, you have to let me say this.I

just--thank you.I want to thank Chris and Jaqueline, and just

everyone for having me 's been a long time coming, and I

feel like I'm home, and I know I've performed

for some of your companies or some of you have en me

elwhere, but this is honestly one of the best audiences I've ever

whole thing is amazing, and so don't you all go

reinventing yourlves any time soon.

第二篇：TED演講原文和翻譯~

< your body language shapes who you are >

So I want to start by offering you a free no-tech life hack, and

all it requires of you is this: that you change your posture for two

before I give it away, I want to ask you to right now

do a little audit of your body and what you're doing with your

how many of you are sort of making yourlves smaller?

Maybe you're hunching, crossing your legs, maybe wrapping

your mes we hold onto our arms like

mes we spread out.(Laughter)I e you.(Laughter)So I

want you to pay attention to what you're doing right 're

going to come back to that in a few minutes, and I'm hoping that

if you learn to tweak this a little bit, it could significantly change

the way your life unfolds.0:58 So, we're really fascinated with

body language, and we're particularly interested in other people's

body know, we're interested in, like, you know —(Laughter)— an awkward interaction, or a smile, or a

contemptuous glance, or maybe a very awkward wink, or maybe

even something like a handshake.1:22 Narrator: Here they are

arriving at Number 10, and look at this lucky policeman gets to

shake hands with the President of the United , and here

comes the Prime Minister of the — ?

No.(Laughter)(Applau)(Laughter)(Applau)1:37 Amy Cuddy:

So a handshake, or the lack of a handshake, can have us talking

for weeks and weeks and the BBC and The New York

obviously when we think about nonverbal behavior, or

body language--but we call it nonverbals as social scientists--it's

language, so we think about we think

about communication, we think about what is

your body language communicating to me? What's mine

communicating to you? 2:04 And there's a lot of reason to believe

that this is a valid way to look at social scientists have

spent a lot of time looking at the effects of our body language,

or other people's body language, on we make

sweeping judgments and inferences from body

tho judgments can predict really meaningful life outcomes like

who we hire or promote, who we ask out on a example,

Nalini Ambady, a rearcher at Tufts University, shows that when

people watch 30-cond soundless clips of real physician-patient

interactions, their judgments of the physician's niceness predict

whether or not that physician will be it doesn't have to

do so much with whether or not that physician was incompetent,

but do we like that person and how they interacted? Even more

dramatic, Alex Todorov at Princeton has shown us that judgments

of political candidates' faces in just one cond predict 70

percent of and gubernatorial race outcomes, and even,

let's go digital, emoticons ud well in online negotiations can

lead to you claim more value from that you u

them poorly, bad ? So when we think of nonverbals, we

think of how we judge others, how they judge us and what the

outcomes tend to forget, though, the other audience

that's influenced by our nonverbals, and that's ourlves.3:31 We

are also influenced by our nonverbals, our thoughts and our

feelings and our what nonverbals am I talking

about? I'm a social psychologist.I study prejudice, and I teach at

a competitive business school, so it was inevitable that I would

become interested in power dynamics.I became especially

interested in nonverbal expressions of power and

dominance.3:56 And what are nonverbal expressions of power

and dominance? Well, this is what they in the animal

kingdom, they are about you make yourlf big,

you stretch out, you take up space, you're basically opening

's about opening this is true across the animal

's not just limited to humans do the

same thing.(Laughter)So they do this both when they have power

sort of chronically, and also when they're feeling powerful in the

this one is especially interesting becau it really

shows us how universal and old the expressions of power

expression, which is known as pride, Jessica Tracy has

shows that people who are born with sight and

people who are congenitally blind do this when they win at a

physical when they cross the finish line and

they've won, it doesn't matter if they've never en anyone do

do the arms up in the V, the chin is slightly

do we do when we feel powerless? We do exactly the

clo wrap ourlves make ourlves

don't want to bump into the person next to again,

both animals and humans do the same this is what

happens when you put together high and low what we

tend to do when it comes to power is that we complement the

other's if someone is being really powerful with us,

we tend to make ourlves don't mirror do

the opposite of them.5:24 So I'm watching this behavior in the

classroom, and what do I notice? I notice that MBA students

really exhibit the full range of power you have

people who are like caricatures of alphas, really coming into the

room, they get right into the middle of the room before class

even starts, like they really want to occupy they sit

down, they're sort of spread rai their hands like

have other people who are virtually collapsing when they

come soon they come in, you e e it on their faces

and their bodies, and they sit in their chair and they make

themlves tiny, and they go like this when they rai their hand.I

notice a couple of things about , you're not going to be

ems to be related to women are much

more likely to do this kind of thing than feel

chronically less powerful than men, so this is not

the other thing I noticed is that it also emed to be related to

the extent to which the students were participating, and how well

they were this is really important in the MBA

classroom, becau participation counts for half the grade.6:33

So business schools have been struggling with this gender grade

get the equally qualified women and men coming in

and then you get the differences in grades, and it ems to be

partly attributable to I started to wonder, you

know, okay, so you have the people coming in like this, and

they're it possible that we could get people to

fake it and would it lead them to participate more? 6:57 So my

main collaborator Dana Carney, who's at Berkeley, and I really

wanted to know, can you fake it till you make it? Like, can you do

this just for a little while and actually experience a behavioral

outcome that makes you em more powerful? So we know that

our nonverbals govern how other people think and feel about

's a lot of our question really was, do our

nonverbals govern how we think and feel about ourlves? 7:24

There's some evidence that they , for example, we smile

when we feel happy, but also, when we're forced to smile by

holding a pen in our teeth like this, it makes us feel it

goes both it comes to power, it also goes both

when you feel powerful, you're more likely to do this, but

it's also possible that when you pretend to be powerful, you are

more likely to actually feel powerful.7:57 So the cond question

really was, you know, so we know that our minds change our

bodies, but is it also true that our bodies change our minds? And

when I say minds, in the ca of the powerful, what am I talking

about? So I'm talking about thoughts and feelings and the sort

of physiological things that make up our thoughts and feelings,

and in my ca, that's hormones.I look at what do

the minds of the powerful versus the powerless look like? So

powerful people tend to be, not surprisingly, more asrtive and

more confident, more actually feel that they're

going to win even at games of also tend to be able

to think more there are a lot of take

more are a lot of differences between powerful and

powerless logically, there also are differences on

two key hormones: testosterone, which is the dominance

hormone, and cortisol, which is the stress what we

find is that high-power alpha males in primate hierarchies have

high testosterone and low cortisol, and powerful and effective

leaders also have high testosterone and low what

does that mean? When you think about power, people tended to

think only about testosterone, becau that was about

really, power is also about how you react to

do you want the high-power leader that's dominant,

high on testosterone, but really stress reactive? Probably not,

right? You want the person who's powerful and asrtive and

dominant, but not very stress reactive, the person who's laid

back.9:37 So we know that in primate hierarchies, if an alpha

needs to take over, if an individual needs to take over an alpha

role sort of suddenly, within a few days, that individual's

testosterone has gone up significantly and his cortisol has

dropped we have this evidence, both that the

body can shape the mind, at least at the facial level, and also that

role changes can shape the what happens, okay, you

take a role change, what happens if you do that at a really

minimal level, like this tiny manipulation, this tiny intervention?

“For two minutes,” you say, “I want you to stand like this, and

it's going to make you feel more powerful.” 10:19 So this is what

we decided to bring people into the lab and run a little

experiment, and the people adopted, for two minutes, either

high-power pos or low-power pos, and I'm just going to

show you five of the pos, although they took on only

here's one.A couple one has been dubbed the

“Wonder Woman” by the are a couple

you can be standing or you can be here are the low-power you're folding up, you're making yourlf

one is very you're touching your neck,

you're really protecting this is what

come in, they spit into a vial, we for two minutes say, “You need

to do this or this.” They don't look at pictures of the

don't want to prime them with a concept of want them

to be feeling power, right? So two minutes they do then

ask them, “How powerful do you feel?” on a ries of items,

and then we give them an opportunity to gamble, and then we

take another saliva 's 's the whole

experiment.11:28 So this is what we tolerance, which is

the gambling, what we find is that when you're in the high-power

po condition, 86 percent of you will you're in the

low-power po condition, only 60 percent, and that's a pretty

whopping significant 's what we find on

their baline when they come in, high-power

people experience about a 20-percent increa, and low-power

people experience about a 10-percent again, two

minutes, and you get the 's what you get on

-power people experience about a 25-percent

decrea, and the low-power people experience about a 15-percent two minutes lead to the hormonal changes

that configure your brain to basically be either asrtive,

confident and comfortable, or really stress-reactive, and, you

know, feeling sort of shut we've all had the feeling,

right? So it ems that our nonverbals do govern how we think

and feel about ourlves, so it's not just others, but it's also

, our bodies change our minds.12:36 But the next

question, of cour, is can power posing for a few minutes really

change your life in meaningful ways? So this is in the 's this

little task, you know, it's just a couple of can you

actually apply this? Which we cared about, of so we

think it's really, what matters, I mean, where you want to u this

is evaluative situations like social threat are you

being evaluated, either by your friends? Like for teenagers it's at

the lunchroom could be, you know, for some people it's

speaking at a school board might be giving a pitch or

giving a talk like this or doing a job decided that

the one that most people could relate to becau most people

had been through was the job interview.13:20 So we published

the findings, and the media are all over it, and they say, Okay,

so this is what you do when you go in for the job interview,

right?(Laughter)You know, so we were of cour horrified, and

said, Oh my God, no, no, no, that's not what we meant at

numerous reasons, no, no, no, don't do , this is not

about you talking to other 's you talking to

do you do before you go into a job interview? You

do ? You're sitting 're looking at your iPhone--or your Android, not trying to leave anyone are, you

know, you're looking at your notes, you're hunching up, making

yourlf small, when really what you should be doing maybe is

this, like, in the bathroom, right? Do two

that's what we want to ? So we bring people into a lab,

and they do either high-or low-power pos again, they go

through a very stressful job 's five minutes

are being 're being judged also, and the judges are

trained to give no nonverbal feedback, so they look like ,

imagine this is the person interviewing for five minutes,

nothing, and this is wor than being hate 's

what Marianne LaFrance calls “standing in social quicksand.”

So this really spikes your this is the job interview we

put them through, becau we really wanted to e what

then have the coders look at the tapes, four of

're blind to the 're blind to the

have no idea who's been posing in what po,

and they end up looking at the ts of tapes, and they say, “Oh,

we want to hire the people,”--all the high-power pors--“we don't want to hire the also evaluate the

people much more positively overall.” But what's driving it? It's

not about the content of the 's about the prence that

they're bringing to the also, becau we rate them on

all the variables related to competence, like, how well-

structured is the speech? How good is it? What are their

qualifications? No effect on tho is what's

kinds of are bringing their true

lves, 're bringing bring their

ideas, but as themlves, with no, you know, residue over

this is what's driving the effect, or mediating the

effect.15:35 So when I tell people about this, that our bodies

change our minds and our minds can change our behavior, and

our behavior can change our outcomes, they say to me, “I don't--It feels fake.” Right? So I said, fake it till you make it.I don't--It's

not me.I don't want to get there and then still feel like a fraud.I

don't want to feel like an impostor.I don't want to get there only

to feel like I'm not suppod to be that really resonated

with me, becau I want to tell you a little story about being an

impostor and feeling like I'm not suppod to be here.16:06

When I was 19, I was in a really bad car accident.I was thrown out

of a car, rolled veral times.I was thrown from the I woke

up in a head injury rehab ward, and I had been withdrawn from

college, and I learned that my dropped by two standard

deviations, which was very traumatic.I knew my e I had

identified with being smart, and I had been called gifted as a

I'm taken out of college, I keep trying to go

say, “You're not going to finish , you know, there are

other things for you to do, but that's not going to work out for

you.” So I really struggled with this, and I have to say, having

your identity taken from you, your core identity, and for me it was

being smart, having that taken from you, there's nothing that

leaves you feeling more powerless than I felt entirely

powerless.I worked and worked and worked, and I got lucky, and

worked, and got lucky, and worked.17:01 Eventually I graduated

from took me four years longer than my peers, and I

convinced someone, my angel advisor, Susan Fiske, to take me

on, and so I ended up at Princeton, and I was like, I am not

suppod to be here.I am an the night before my

first-year talk, and the first-year talk at Princeton is a 20-minute

talk to 20 's it.I was so afraid of being found out the

next day that I called her and said, “I'm quitting.” She was like,

“You are not quitting, becau I took a gamble on you, and

you're 're going to stay, and this is what you're going

to are going to fake 're going to do every talk that

you ever get asked to 're just going to do it and do it and

do it, even if you're terrified and just paralyzed and having an

out-of-body experience, until you have this moment where you

say, 'Oh my gosh, I'm doing , I have become this.I am

actually doing this.'” So that's what I years in grad

school, a few years, you know, I'm at Northwestern, I moved to

Harvard, I'm at Harvard, I'm not really thinking about it anymore,

but for a long time I had been thinking, “Not suppod to be

suppod to be here.” 18:07 So at the end of my first

year at Harvard, a student who had not talked in class the entire

mester, who I had said, “Look, you've gotta participate or el

you're going to fail,” came into my office.I really didn't know her

at she said, she came in totally defeated, and she said,

“I'm not suppod to be here.” And that was the moment for

e two things was that I realized, oh my

gosh, I don't feel like that know.I don't feel that

anymore, but she does, and I get that the cond was,

she is suppod to be here!Like, she can fake it, she can become

I was like, “Yes, you are!You are suppod to be here!And

tomorrow you're going to fake it, you're going to make yourlf

powerful, and, you know, you're gonna

— ”(Applau)(Applau)“And you're going to go into the

classroom, and you are going to give the best comment ever.”

You know? And she gave the best comment ever, and people

turned around and they were like, oh my God, I didn't even notice

her sitting there, you know?(Laughter)19:13 She comes back to

me months later, and I realized that she had not just faked it till

she made it, she had actually faked it till she became she

had so I want to say to you, don't fake it till you

make it till you become know? It's not — Do it

enough until you actually become it and internalize.19:33 The last

thing I'm going to leave you with is tweaks can lead to

big this is two minutes, two minutes,

two you go into the next stressful evaluative

situation, for two minutes, try doing this, in the elevator, in a

bathroom stall, at your desk behind clod 's what you

want to ure your brain to cope the best in that

your testosterone your cortisol 't

leave that situation feeling like, oh, I didn't show them who I

that situation feeling like, oh, I really feel like I got to

say who I am and show who I am.20:09 So I want to ask you first,

you know, both to try power posing, and also I want to ask you

to share the science, becau this is simple.I don't have ego

involved in this.(Laughter)Give it it with people,

becau the people who can u it the most are the ones with no

resources and no technology and no status and no it

to them becau they can do it in need their bodies,

privacy and two minutes, and it can significantly change the

outcomes of their you.(Applau)(Applau)

中文翻譯：

首先我想要提供給你們一個(gè)免費(fèi)的 非科技的人生竅門 你只需這樣做 改變你的姿勢(shì)二分鐘時(shí)間 但在我要把它告訴你們之前，我想要請(qǐng)你們 就你們的身體和你們身體的行為做一下自我審查 那么你們之中有多少人正蜷縮著自己? 或許你現(xiàn)在弓著背，還翹著二郎腿? 或者雙臂交叉

有時(shí)候我們像這樣抱住自己 有時(shí)候展開雙臂(笑聲)我看到你了(笑聲)現(xiàn)在請(qǐng)大家專心在自己的身上 我們等一下就會(huì)回溯剛剛的事 希望你們可以稍微改變一下 這會(huì)讓你的生活變得很不一樣 0:58 所以，我們很真的很執(zhí)著于肢體語言 特別是對(duì)別人的肢體語言 感興趣 你看，我們對(duì)(笑聲)尷尬的互動(dòng)，或一個(gè)微笑 或輕蔑的一瞥，或奇怪的眨眼 甚至是握手之類的事情感興趣 1:22 解說員:他們來到了唐寧街10號(hào)，看看這個(gè)

這位幸運(yùn)的警員可以和美國(guó)總統(tǒng)握手 噢，還有 來自....的總理?不(笑聲)(掌聲)(笑聲)(掌聲)1:37 Amy Cuddy:所以一個(gè)握手，或沒有握手 我們都可以大聊特聊一番 即使BBC和紐約時(shí)報(bào)也不例外 我們說到肢體行為或肢體語言時(shí) 我們將之歸納為社會(huì)科學(xué) 它就是一種語言，所以我們會(huì)想到溝通 當(dāng)我們想到溝通，我們就想到互動(dòng) 所以你現(xiàn)在的身體語言正在告訴我什么? 我的身體又是在向你傳達(dá)什么? 2:04 有很多理由讓我們相信這些是有效的 社會(huì)科學(xué)家花了很多時(shí)間 求證肢體語言的效果

或其它人的身體語言在判斷方面的效應(yīng) 而我們環(huán)視身體語言中的訊息做決定和推論 這些結(jié)論可以預(yù)測(cè)生活中很有意義的結(jié)果 像是我們雇用誰或給誰升職，邀請(qǐng)誰出去約會(huì) 舉例而言，Tufts大學(xué)的研究員，Nalini Ambady表示 人們觀賞一部醫(yī)生和患者互動(dòng)的 30秒無聲影片

他們對(duì)該醫(yī)生的和善觀感 可用來預(yù)測(cè)該復(fù)健師是否會(huì)被告上法庭 跟這個(gè)醫(yī)生能否勝任工作沒有太大關(guān)系 重點(diǎn)是我們喜不喜歡他 和他們是如何與人互動(dòng)的? 進(jìn)一步來說，普林斯頓的Alex Todorov 表示 我們對(duì)政治人物臉部的喜好判斷 大概可用來對(duì)美國(guó)參議院和美國(guó)州長(zhǎng)的 競(jìng)選結(jié)果做70%的預(yù)測(cè) 甚至就網(wǎng)絡(luò)上 在線聊天時(shí)使用的表情符號(hào) 可以幫助你從交談中得到更多信息 所以你千萬別弄巧成拙，對(duì)吧? 當(dāng)我們提起肢體語言，我們就想到我們?nèi)绾握摂鄤e人 別人如何論斷我們以及后果會(huì)是什么 我們往往忘記這點(diǎn)，受到肢體動(dòng)作所影響的那群觀眾 就是我們自己 3:31 我們也往往受自己的肢體動(dòng)作，想法 感覺和心理所影響

所以究竟我說的是怎樣的非語言? 我是一位社會(huì)心理學(xué)家，我研究偏見

我在一所極具競(jìng)爭(zhēng)力的商業(yè)學(xué)院上課 因此無可避免地對(duì)權(quán)力動(dòng)力學(xué)感到著迷 特別是在非語言表達(dá) 對(duì)權(quán)力和支配的領(lǐng)域 3:56 權(quán)力和支配的非語言表達(dá)究竟是什么? 嗯，讓我細(xì)細(xì)道來 在動(dòng)物王國(guó)里，它們和擴(kuò)張有關(guān) 所以你盡可能的讓自己變大，你向外伸展 占滿空間，基本上就是展開 關(guān)于展開，我說真的 透視動(dòng)物世界，這不僅局限于靈長(zhǎng)類 人類也干同樣的事(笑聲)不論是他們長(zhǎng)期掌權(quán)或是在某個(gè)時(shí)間點(diǎn)感到權(quán)力高漲 他們都這么做 特別有趣的原因是 它讓我們明白權(quán)力的展現(xiàn)從來是如此地一致，不管古今世界 這種展現(xiàn)，被認(rèn)為是一種榮耀 Jessica Tracy研究表示 視力良好無礙 和先天視障的人 在贏得比賽時(shí)都做了同樣的事

當(dāng)他們跨過終點(diǎn)線贏得比賽之際 無論能否看的見 他們都做這樣的動(dòng)作

雙臂呈V字型朝上，下巴微微抬起 那我們感到無助的時(shí)候呢?我們的行為正相反 我們封閉起來。我們把自己蜷起來 讓自己變得小一點(diǎn)，最好別碰到別人 這再一次證明，人類和動(dòng)物都做同樣的事 這就是當(dāng)你有力量和沒力量時(shí)的行為 所以當(dāng)力量來臨時(shí) 我們會(huì)迎合別人的非語言 若有人之于我們相對(duì)權(quán)重時(shí) 我們傾向把自己變得較小，不會(huì)模仿他們 我們做和他們正相反的事情 5:24 當(dāng)我在課堂上觀察這么現(xiàn)象時(shí) 你猜我發(fā)現(xiàn)什么?我發(fā)現(xiàn)MBA的學(xué)生 真的很會(huì)就充分利用肢體語言 你會(huì)看到有些人像是統(tǒng)治者 走進(jìn)房間，課程開始之前一屁股坐在正中間 好像他們真的很想占據(jù)整個(gè)教室似的 當(dāng)他們坐下的時(shí)候，身體會(huì)展開 像這樣舉手

有些人則不然 他們一走進(jìn)來你就會(huì)發(fā)現(xiàn) 從他們的臉和身體你會(huì)發(fā)現(xiàn) 他們坐在椅子上的時(shí)候把自己變得很萎靡 然后舉手的時(shí)候是這種姿勢(shì) 我觀察到很多事情 其中一件，不令人驚訝 就是跟性別差異有關(guān) 女人比男人更容易出現(xiàn)這種狀況 女人一般比較容易比男人感到無力 這并不太令人意外。然而我發(fā)現(xiàn)的另一件事是 這似乎也跟 學(xué)生參與的程度高低有關(guān) 就MBA的課來說這真的非常重要 因?yàn)檎n堂參與程度要占成績(jī)的一半 6:33 所以商學(xué)院一直以來都為此傷腦筋 入學(xué)的時(shí)候男生女生是不分軒輊的 可是成績(jī)出來卻有這些性別差異 而看起來卻有一部分原因和參與度有關(guān) 所以我開始思索，好吧 這群人一開始進(jìn)來是這樣，他們參與其中 那有沒有可能讓大家來假裝 讓他們更加參與進(jìn)來? 6:57 我在

Berkeley的主要合作研究伙伴，Dana Carney 我很想知道，你能假裝直到你成功嗎？ 譬如說，只做一下下然后就體驗(yàn)到一個(gè) 讓你感到更加充滿力量的結(jié)果 所以得知非語言如何掌控他人 對(duì)我們的想法和感受。有很多證據(jù)可以證明 但我們的問題是，我們非語言的部分 是否真的掌控我們對(duì)自己的想法和感受? 7:24 這里確實(shí)有些證據(jù)可以表明 舉例來說，當(dāng)我們高興的時(shí)候我們會(huì)笑 但同樣地，當(dāng)我們含著一只筆練習(xí)笑容的時(shí)候 我們也會(huì)感到開心 這說明這是相互的。說到力量的時(shí)候 亦是如此。所以當(dāng)我們感到充滿力量的時(shí)候 你更加可能會(huì)這樣做，但你也可能 假裝自己很有力量 然后真的感到力量強(qiáng)大 7:57 那第二個(gè)問題就是，你看 我們知道心理狀態(tài)會(huì)影響我們的身體 那身體是否能影響心理呢? 這里所說的心理充滿力量 究竟指的是什么? 我指的是想法和感覺

和可以組成我們想法和感受的實(shí)際事物 我這里是指荷爾蒙。我指的是這個(gè) 充滿力量和沒有力量的心智 是什么樣的呢? 毫不令人意外，心理堅(jiān)強(qiáng)的人往往 比較果斷，自信，且樂觀 就連在賭注里也覺得他們會(huì)贏

他們也傾向于能夠抽象地思考 所以這其中有很大區(qū)別。他們更敢于冒險(xiǎn) 充滿力量與否的心智二者存有許多不同 生理上兩個(gè)關(guān)鍵的賀爾蒙 睪丸酮，是一種支配荷爾蒙 可的松，是一種壓力荷爾蒙 我們發(fā)現(xiàn) 靈長(zhǎng)類的雄性首領(lǐng) 有高濃度的睪丸酮和低濃度的可的松 相同情形也在 強(qiáng)而有力的領(lǐng)導(dǎo)人身上可見 這表示什么? 當(dāng)你想到力量 人們往往只想到睪丸酮 因?yàn)樗碇浣y(tǒng)治 但力量其實(shí)是在于你如何應(yīng)對(duì)壓力 所以你會(huì)想要一個(gè) 有著很高濃度的睪丸酮但同時(shí)又高度緊張的領(lǐng)導(dǎo)嗎? 大概不會(huì)是吧?你會(huì)希望那個(gè)人 是充滿力量，肯定果斷且知道如何支配 但不是非常緊張，或是懶洋洋的 9:37 靈長(zhǎng)類動(dòng)物的金字塔里 如果一個(gè)首領(lǐng)想要掌控這個(gè)種群 或取代原先的首領(lǐng) 幾天之內(nèi)，那一方體內(nèi)的睪丸酮會(huì)大大地上升 而其可的松會(huì)劇烈地下降 身體影響心理之例，由此可見一斑 至少就表面而言是如此 同時(shí)角色的轉(zhuǎn)換也會(huì)影響心智 所以，如果你改變角色 就一個(gè)小改變 像這樣一個(gè)小小的操作，這樣一個(gè)小小的干預(yù)?

“持續(xù)兩分鐘”你說，“我要你們這樣站著，它會(huì)讓你感到更加充滿力量” 10:19 我們是這樣做的 我們決定將人們帶進(jìn)實(shí)驗(yàn)室，做一個(gè)小實(shí)驗(yàn) 這些人將維持有力或無力的姿勢(shì)兩分鐘 然后我就會(huì)告訴你 這五種

姿勢(shì)，雖然他們只做了兩種 這是其一 看看這些 這個(gè)被媒體取名為

“神力女超人” 還有這些 或站或坐 這些是無力的姿勢(shì) 你雙手交叉，試著讓自己變小一點(diǎn) 這是非常無力的一張 當(dāng)你在摸你的脖子 你其實(shí)在保護(hù)自己 實(shí)際的狀況是，他們進(jìn)來 取出唾液 維持一個(gè)姿勢(shì)達(dá)兩分鐘

他們不會(huì)看到姿勢(shì)的照片，因?yàn)槲覀儾幌胍绊懰麄?我們希望他們自己感覺到力量 不是嗎?所以他們做了整整兩分鐘 我們關(guān)于一些事物問:“現(xiàn)在你覺得自己多有力量?” 受試者接著會(huì)有一個(gè)博奕的機(jī)會(huì) 接著再取得唾液范本 這就是整個(gè)實(shí)驗(yàn) 11:28 我們發(fā)現(xiàn)到風(fēng)險(xiǎn)承擔(dān)能力，也就是在賭博時(shí)，當(dāng)處于強(qiáng)有力的姿勢(shì)的時(shí) 86%的人會(huì)選擇賭博 相對(duì)處于一個(gè)較無力的姿勢(shì)時(shí) 只有60%的人，這真是很令人驚訝的差異 就睪丸酮而言我們發(fā)現(xiàn) 這些人進(jìn)來的那一刻起，有力量的那些人 會(huì)有20%的提高 無力的人則下降10% 所以，再次地，當(dāng)你有這些改變 有力的人 可的松下降25%，而無力的人可的松則上升15% 二分鐘可以讓這些荷爾蒙改變 使你的腦袋變得 果斷，自信和自在 或高度緊張以及感到與世隔絕 我們都曾有過這些體驗(yàn)對(duì)嗎? 看來非語言確實(shí)掌控 我們對(duì)自己的想法和感受 不只是別人，更是我們自己 同時(shí)，我們的身體可以改變我們的心理 12:36 但下一個(gè)問題，當(dāng)然，就是 維持?jǐn)?shù)分鐘的姿勢(shì) 是否真能引導(dǎo)一個(gè)更有意義的人生呢? 剛剛都只是在實(shí)驗(yàn)室哩，一個(gè)小實(shí)驗(yàn)，你知道的 只有幾分鐘。你要怎么實(shí)現(xiàn)這一切呢? 落實(shí)在我們關(guān)心的地方呢? 我們關(guān)心的其實(shí)是，我是說 你在那里可以用這些技巧去評(píng)估時(shí)勢(shì) 像是社交威脅的情形。譬如說你被人打量時(shí)? 或者是青少年吃午餐的時(shí)候 你知道，對(duì)有些人來說就好像在開 學(xué)校的董事會(huì)。有時(shí)候是一個(gè)小演講 有時(shí)是像這種講演 或是工作面試時(shí) 我們后來決定用一個(gè)最多人能做比較的 因?yàn)榇蟛糠秩硕荚?jīng) 面試工作過 13:20 我們將這些發(fā)現(xiàn)發(fā)表出來，接著媒體就大量曝光 說，好，所以你去面試時(shí)，你得這樣做，對(duì)吧?(笑聲)我們當(dāng)然大吃一驚，表示 我的天啊，不不不，我們不是這個(gè)意思 不管什么原因，不不，千萬別這么做 這和你跟別人交談無關(guān) 這是你在和你自己交談 你在面試工作之前會(huì)怎么做?你會(huì)這樣

對(duì)吧?你會(huì)做下來，你盯著自己的愛瘋 或者安卓，轉(zhuǎn)移自己的視線 你看著自己的筆記 你把自己蜷縮起來，試著讓自己變得小一點(diǎn) 你真正需

要做的應(yīng)該是 找個(gè)浴室，然后這樣，花個(gè)兩分鐘 所以我們想做是這個(gè)

把人帶進(jìn)實(shí)驗(yàn)室 他們?cè)俅伪３钟辛驘o力姿勢(shì) 接著進(jìn)行一個(gè)高度壓力的面試 為時(shí)五分鐘。所有都會(huì)被記錄下來 同時(shí)也會(huì)被評(píng)論，而這些考官都接受過訓(xùn)練 不會(huì)給予任何非語言的反饋 所以他們看起來就像這樣，像圖上所示 想象一下，這個(gè)人正在面試你 整整五分鐘，什么都沒有，這比刁難詰問更難受 大家都不喜歡這種方式。這就是 Marianne

LaFrance 所謂的 “陷入社交流沙中” 這可以大大激發(fā)你的可的松 我們給予受試者這樣的面試 因?yàn)槲覀冋娴南肟纯磿?huì)有什么樣的結(jié)果 接著我們得出下列四種結(jié)果 受試者不知假設(shè)前提和狀況下 沒有人知道誰擺什么樣的姿勢(shì) 接著他們觀看這些帶子 然后他們說，“噢，我們想要錄用這些人”--那些擺強(qiáng)有力姿勢(shì)的人--“這些人我們不想錄用” 我們也評(píng)量這群人整體而言更正面 但背后的原因是什么?這跟演講的內(nèi)容無關(guān) 而是他們?cè)谘葜v中帶出來的存在感 同時(shí)，我們也就這些關(guān)于能力之變動(dòng)因素評(píng)價(jià)他們 像是演講的整體架構(gòu)怎樣? 它有多棒?講員的證照學(xué)歷? 這些全都無關(guān)。有影響的是 這些事?；旧先藗儽磉_(dá)真實(shí)的自己

就他們自己 他們的想法，當(dāng)他們心里 沒有芥蒂 這就是被后真實(shí)的力量，或者可以說是計(jì)劃的結(jié)果 15:35 所以當(dāng)我告訴人們 我們的身體會(huì)改變心理，心理會(huì)改變行為 而行為會(huì)改變結(jié)果，他們跟我說 “我不這么覺得--聽起來好像是假的” 對(duì)嗎? 我就說，你就假裝一直到你達(dá)成目的為止。不是我啦 我不想要到達(dá)到那個(gè)目標(biāo)后仍然感覺像是一個(gè)騙局 我不想要成為一個(gè)騙子 我一點(diǎn)也不想達(dá)到那個(gè)目標(biāo)才發(fā)覺我不應(yīng)該如此

我真是有感而發(fā)的 這里跟大家分享一個(gè)小故事 關(guān)于成為一個(gè)騙子然后感到不應(yīng)該在這里的故事 16:06 在我19歲的時(shí)候，發(fā)生了一場(chǎng)很嚴(yán)重的車禍 我整個(gè)人飛出車外，滾了好幾翻 我是彈出車外的，之后在休息室醒來以后發(fā)現(xiàn)頭部重傷 我從大學(xué)里休學(xué) 別人告知我智商下降了2個(gè)標(biāo)準(zhǔn)差 情況非常非常糟糕 我知道我的智商應(yīng)該是多少，因?yàn)槲乙郧氨蝗思艺J(rèn)為是很聰明的那種 小時(shí)候大家都覺得我很有才華 當(dāng)我離開大學(xué)時(shí)，我試著回去 他們說都告訴我說，“你沒有辦法畢業(yè)的。你知道，你還可以做很多其它的事阿，別往死胡同里鉆了。” 我死命掙扎，我必須承認(rèn) 當(dāng)你的認(rèn)同感被剝奪的時(shí)候，那個(gè)主要的身分認(rèn)同 就我而言

是我的智力被奪走了 再?zèng)]有比這個(gè)更加無助的時(shí)候了 我感到完全的無助，我拼命地瘋狂地努力 幸運(yùn)眷顧，努力，幸運(yùn)眷顧，再努力。17:01 最終我從學(xué)校畢業(yè)了。我比同儕多花了四年的時(shí)間 然后說服我的恩師，Susan Fiske 讓我進(jìn)去，所以我最后進(jìn)入了普林斯頓 我當(dāng)時(shí)覺得，我不應(yīng)該在這里 我是個(gè)騙子 在我第一年演講的那個(gè)晚上，普林斯頓第一年的演講 大約是對(duì)20個(gè)人做20分鐘的演講。就這樣 我當(dāng)時(shí)如此害怕隔天被拆穿 所以我打給她說，“我不?！?她說:“你不可以不干，因?yàn)槲屹€在你身上了，你得留下。你會(huì)留下，你將會(huì)留下來了。你要騙過所有人。你被要求的每個(gè)演講你都得照辦 你得一直講一直講 即使你怕死了，腳癱了 靈魂出竅了，直到你發(fā)現(xiàn)你在說 ”噢，我的天啊，我正在做這件事 我已經(jīng)成為它的一部分了，我正在做它。“ 這就是說所做的，碩士的五年 這些年，我在Northwestern 我后來去了哈佛，我在哈佛，我沒有在想到它 但之前有很長(zhǎng)一段時(shí)間我都在想這件事 ”不應(yīng)該在這。不應(yīng)該在這?！?18:07 所以哈佛第一年結(jié)束

我對(duì)整個(gè)學(xué)期在課堂上都沒有說話的一個(gè)學(xué)生說: 你得參與融入否則你不會(huì)過這一科的 來我的辦公室吧。其實(shí)我壓根就不認(rèn)識(shí)她。她說:她很挫敗地進(jìn)來了，她說 ”我不應(yīng)該在這里的?！?就在此刻，兩件事發(fā)生了 我突然明白 天啊，我再也沒有這種感覺了。你知道嗎。我再也不會(huì)有那種感覺，但她有，我能體會(huì)到她的感受。第二個(gè)想法是，她應(yīng)該在這里!她可以假裝，一直到她成功為止。所以我跟她說，”你當(dāng)然應(yīng)該!你應(yīng)該在這里!“ 明天起你就假裝 你要讓自己充滿力量，你要知道

你將會(huì)---”(掌聲)(掌聲)“你要走進(jìn)教室 你會(huì)發(fā)表最棒的評(píng)論?！?你知道嗎?她就真的發(fā)表了最成功的評(píng)論 大家都回過神來，他們就好像

喔我的天啊，我竟沒有注意到她坐在那里，你知道嗎?(笑聲)19:13 幾個(gè)月后她來找我，我才明白 她不僅只是假裝到她成功為止 她已經(jīng)融會(huì)貫通了 整個(gè)人脫胎換骨 我想對(duì)大家說，不要僅為了成功而假裝 要把它溶到你骨子里去。知道嗎? 持續(xù)地做直到它內(nèi)化到你的骨髓里 19:33 最后與大家分享的是 小小的調(diào)整可以有大大的改變 就二分鐘 二分鐘，二分鐘，二分鐘 在你進(jìn)行下一場(chǎng)緊張的評(píng)估之前 拿出二分鐘，嘗試做這個(gè)，電梯里 浴室間，房門關(guān)起在你的桌子前面 你就這么做，設(shè)置你的

腦袋 以發(fā)揮最大效益 提升你的睪丸銅，降低你的可的松 千萬別留下，噢，我沒把最好的表現(xiàn)出來那種遺憾 而是留下，噢，我真想 讓他們知道，讓他們看見，我是個(gè)怎樣的人 20:09 在這里我想要求大家，你知道的 嘗試這有力的姿勢(shì) 同時(shí)也想請(qǐng)求各位 把這項(xiàng)科學(xué)分享出去，因?yàn)樗芎?jiǎn)單 我可不是自尊心的問題喔(笑聲)放開它。和人分享 因?yàn)樽罱?jīng)?？梢允褂盟娜藭?huì)是那些 沒有資源和技術(shù)的一群人 沒有社會(huì)地位和權(quán)勢(shì)。把這個(gè)傳達(dá)給他們 好讓他們可以私下這樣做 他們會(huì)需要他們的身體，隱私和那二分鐘 然后這會(huì)大大地改變他們生活的結(jié)果 謝謝(掌聲)(掌聲)

《how great leader inspire action》

How do you explain when things don't go as we assume? Or

better, how do you explain when others are able to achieve things

that em to defy all of the assumptions? For example: Why is

Apple so innovative? Year after year, after year, after year, they're

more innovative than all their yet, they're just a

computer 're just like everyone have the

same access to the same talent, the same agencies, the same

consultants, the same why is it that they em to

have something different? Why is it that Martin Luther King led

the Civil Rights Movement? He wasn't the only man who suffered

in a pre-civil rights America, and he certainly wasn't the only

great orator of the him? And why is it that the Wright

brothers were able to figure out controlled, powered man flight

when there were certainly other teams who were better qualified,

and they didn't achieve powered man flight, and

the Wright brothers beat them to 's something el at

play here.1:17 About three and a half years ago I made a

this discovery profoundly changed my view on

how I thought the world worked, and it even profoundly changed

the way in which I operate in it turns out, there's a

it turns out, all the great and inspiring leaders and organizations

in the world--whether it's Apple or Martin Luther King or the

Wright brothers--they all think, act and communicate the exact

same it's the complete opposite to everyone I

did was codify it, and it's probably the world's simplest idea.I call

it the golden circle.2:07 Why? How? What? This little idea explains

why some organizations and some leaders are able to inspire

where others aren' me define the terms really

single person, every single organization on the planet knows

what they do, 100 know how they do it, whether

you call it your differentiated value proposition or your

proprietary process or your very, very few people or

organizations know why they do what they by “why” I

don't mean “to make a profit.” That's a 's always a

“why,” I mean: What's your purpo? What's your

cau? What's your belief? Why does your organization exist?

Why do you get out of bed in the morning? And why should

anyone care? Well, as a result, the way we think, the way we act,

the way we communicate is from the outside 's

go from the clearest thing to the fuzziest the inspired

leaders and the inspired organizations--regardless of their size,

regardless of their industry--all think, act and communicate from

the inside out.3:13 Let me give you an example.I u Apple

becau they're easy to understand and everybody gets

Apple were like everyone el, a marketing message from them

might sound like this: “We make great 're

beautifully designed, simple to u and ur to buy

one?” “Meh.” And that's how most of us 's

how most marketing is done, that's how most sales is done and

that's how most of us communicate say what

we do, we say how we're different or how we're better and we

expect some sort of a behavior, a purcha, a vote, something

like 's our new law firm: We have the best lawyers with

the biggest clients, we always perform for our clients who do

business with 's our new car: It gets great gas mileage, it

has leather ats, buy our it's uninspiring.4:00 Here's how

Apple actually communicates.“Everything we do, we believe in

challenging the status believe in thinking

way we challenge the status quo is by making our products

beautifully designed, simple to u and ur just

happen to make great to buy one?” Totally

different right? You're ready to buy a computer from I did

was rever the order of the it proves to us is

that people don't buy what you do;people buy why you do

don't buy what you do;they buy why you do it.4:36 This

explains why every single person in this room is perfectly

comfortable buying a computer from we're also

perfectly comfortable buying an MP3 player from Apple, or a

phone from Apple, or a DVR from , as I said before,

Apple's just a computer 's nothing that

distinguishes them structurally from any of their

competitors are all equally qualified to make

all of the fact, they tried.A few years ago, Gateway

came out with flat screen 're eminently qualified to make

flat screen 've been making flat screen monitors for

bought came out with MP3 players and

PDAs, and they make great quality products, and they can make

perfectly well-designed products--and nobody bought

fact, talking about it now, we can't even imagine buying an MP3

player from would you buy an MP3 player from a

computer company? But we do it every don't buy

what you do;they buy why you do goal is not to do

business with everybody who needs what you goal is to

do business with people who believe what you 's the

best part: 5:49 None of what I'm telling you is my 's all

grounded in the tenets of psychology, you

look at a cross-ction of the human brain, looking from the top

down, what you e is the human brain is actually broken into

three major components that correlate perfectly with the golden

newest brain, our Homo sapien brain, our neocortex,

corresponds with the “what” neocortex is responsible

for all of our rational and analytical thought and

middle two ctions make up our limbic brains, and our limbic

brains are responsible for all of our feelings, like trust and

's also responsible for all human behavior, all decision-making, and it has no capacity for language.6:35 In other words,

when we communicate from the outside in, yes, people can

understand vast amounts of complicated information like

features and benefits and facts and just doesn't drive

we can communicate from the inside out, we're

talking directly to the part of the brain that controls behavior, and

then we allow people to rationalize it with the tangible things we

say and is where gut decisions come know,

sometimes you can give somebody all the facts and figures, and

they say, “I know what all the facts and details say, but it just

doesn't feel right.” Why would we u that verb, it doesn't “feel”

right? Becau the part of the brain that controls decision-making doesn't control the best we can muster up

is, “I don't just doesn't feel right.” Or sometimes you

say you're leading with your heart, or you're leading with your

, I hate to break it to you, tho aren't other body parts

controlling your 's all happening here in your limbic

brain, the part of the brain that controls decision-making and not

language.7:29 But if you don't know why you do what you do,

and people respond to why you do what you do, then how will

you ever get people to vote for you, or buy something from you,

or, more importantly, be loyal and want to be a part of what it is

that you , the goal is not just to ll to people who need

what you have;the goal is to ll to people who believe what you

goal is not just to hire people who need a job;it's to

hire people who believe what you believe.I always say that, you

know, if you hire people just becau 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

nowhere el is there a better example of this than with

the Wright brothers.8:14 Most people don't know about Samuel

Pierpont back in the early 20th century, the pursuit

of powered man flight was like the dot com of the ody

was trying Samuel Pierpont Langley had, what we assume,

to be the recipe for success.I mean, even now, you ask people,

“Why did your product or why did your company fail?” and

people always give you the same permutation of the same three

things: under-capitalized, the wrong people, bad market

's always the same three things, so let's explore

Pierpont Langley was given 50,000 dollars by the

War Department to figure out this flying was no

held a at at Harvard and worked at the

Smithsonian and was extremely well-connected;he knew all the

big minds of the hired the best minds money could find

and the market conditions were New York Times

followed him around everywhere, and everyone was rooting for

how come we've never heard of Samuel Pierpont

Langley? 9:15 A few hundred miles away in Dayton Ohio, Orville

and Wilbur Wright, they had none of what we consider to be the

recipe for had no money;they paid for their dream

with the proceeds from their bicycle shop;not a single person on

the Wright brothers' team had a college education, not even

Orville or Wilbur;and The New York Times followed them around

difference was, Orville and Wilbur were driven by a

cau, by a purpo, by a believed that if they could

figure out this flying machine, it'll change the cour of the

Pierpont Langley was wanted to be

rich, and he wanted to be was in pursuit of the

was in pursuit of the lo and behold, look

what people who believed in the Wright brothers'

dream worked with them with blood and sweat and

others just worked for the they tell stories of how

every time the Wright brothers went out, they would have to take

five ts of parts, becau that's how many times they would

crash before they came in for supper.10:20 And, eventually, on

December 17th, 1903, the Wright brothers took flight, and no

one was there to even experience found out about it a few

days further proof that Langley was motivated by the

wrong thing: The day the Wright brothers took flight, he

could have said, “That's an amazing discovery, guys, and I will

improve upon your technology,” but he didn' wasn't first, he

didn't get rich, he didn't get famous so he quit.10:50 People don't

buy what you do;they buy why you do if you talk about

what you believe, you will attract tho who believe what you

why is it important to attract tho who believe what

you believe? Something called the law of diffusion of innovation,

and if you don't know the law, you definitely know the

first two and a half percent of our population

are our next 13 and a half percent of our

population are our early next 34 percent are your

early majority, your late majority and your only

reason the people buy touch tone phones is becau you can't

buy rotary phones anymore.11:28(Laughter)11:30 We all sit at

various places at various times on this scale, but what the law of

diffusion of innovation tells us is that if you want mass-market

success or mass-market acceptance of an idea, you cannot have

it until you achieve this tipping point between 15 and 18 percent

market penetration, and then the system I love asking

business, “What's your conversion on new business?” And

they love to tell you, “Oh, it's about 10 percent,” ,

you can trip over 10 percent of the all have about

10 percent who just “get it.” That's how we describe them, right?

That's like that gut feeling, “Oh, they just get it.” The problem

is: How do you find the ones that get it before you're doing

business with them versus the ones who don't get it? So it's this

here, this little gap that you have to clo, as Jeffrey Moore calls

it, “Crossing the Chasm”--becau, you e, the early majority

will not try something until someone el has tried it

the guys, the innovators and the early adopters, they're

comfortable making tho gut 're more

comfortable making tho intuitive decisions that are driven by

what they believe about the world and not just what product is

available.12:38 The are the people who stood in line for six

hours to buy an iPhone when they first came out, when you could

have just walked into the store the next week and bought one off

the are the people who spent 40,000 dollars on flat

screen TVs when they first came out, even though the technology

was , by the way, they didn't do it becau the

technology was so great;they did it for 's becau

they wanted to be don't buy what you do;they buy

why you do it and what you do simply proves what you

fact, people will do the things that prove what they

reason that person bought the iPhone in the first six hours, stood

in line for six hours, was becau of what they believed about the

world, and how they wanted everybody to e them: They were

don't buy what you do;they buy why you do it.13:27

So let me give you a famous example, a famous failure and a

famous success of the law of diffusion of , the

famous 's a commercial we said before, a

cond ago, the recipe for success is money and the right people

and the right market conditions, right? You should have success

at the time TiVo came out about eight or

nine years ago to this current day, they are the single highest-quality product on the market, hands down, there is no

were extremely conditions

were fantastic.I mean, we u TiVo as verb.I TiVo stuff on my piece

of junk Time Warner DVR all the time.14:08 But TiVo's a

commercial 've never made when they

went IPO, their stock was at about 30 or 40 dollars and then

plummeted, and it's never traded above fact, I don't think

it's even traded above six, except for a couple of little

e you e, when TiVo launched their product they

told us all what they said, “We have a product that

paus live TV, skips commercials, rewinds live TV and memorizes

your viewing habits without you even asking.” And the cynical

majority said, “We don't believe don't need don't

like 're scaring us.” What if they had said, “If you're the

kind of person who likes to have total control over every aspect

of your life, boy, do we have a product for paus live TV,

skips commercials, memorizes your viewing habits, etc., etc.”

People don't buy what you do;they buy why you do it, and what

you do simply rves as the proof of what you believe.15:11 Now

let me give you a successful example of the law of diffusion of

the summer of 1963, 250,000 people showed up on

the mall in Washington to hear nt out no

invitations, and there was no website to check the do

you do that? Well, wasn't the only man in America who

was a great wasn't the only man in America who

suffered in a pre-civil rights fact, some of his ideas

were he had a didn't go around telling people

what needed to change in went around and told

people what he believed.“I believe, I believe, I believe,” he told

people who believed what he believed took his cau,

and they made it their own, and they told some of

tho people created structures to get the word out to even more

lo and behold, 250,000 people showed up on the

right day at the right time to hear him speak.16:16 How many of

them showed up for him? showed up for

's what they believed about America that got them

to travel in a bus for eight hours to stand in the sun in

Washington in the middle of 's what they believed, and

it wasn't about black versus white: 25 percent of the audience

was believed that there are two types of laws in this

world: tho that are made by a higher authority and tho that

are made by not until all the laws that are made by man

are consistent with the laws that are made by the higher authority

will we live in a just just so happened that the Civil Rights

Movement was the perfect thing to help him bring his cau to

followed, not for him, but for , by the way,

he gave the “I have a dream” speech, not the “I have a plan”

speech.17:07(Laughter)17:11 Listen to politicians now, with their

comprehensive 12-point 're not inspiring

e there are leaders and there are tho who

s hold a position of power or authority, but tho who

lead inspire r they're individuals or organizations, we

follow tho who lead, not becau we have to, but becau we

want follow tho who lead, not for them, but for

it's tho who start with “why” that have the

ability to inspire tho around them or find others who inspire

them.17:51 Thank you very much.17:53(Applau)

當(dāng)事情的發(fā)展出乎意料之外的時(shí)候，你怎么解釋？ 換句話說，當(dāng)別人似乎出乎意料地 取得成功的時(shí)候，你怎么解釋？ 比如說，為什么蘋果公司創(chuàng)新能力這么強(qiáng)？ 這么多年來，年復(fù)一年，他們比所有競(jìng)爭(zhēng)對(duì)手都更加具有創(chuàng)新性。而其實(shí)他們只是一家電腦公司。他們跟其他公司沒有任何分別，有同樣的途徑，接觸到同樣的人才，同樣的代理商，顧問，和媒體。那為什么他們 就似乎有那么一點(diǎn)不同尋常呢？ 同樣的，為什么是由馬丁?路德?金 來領(lǐng)導(dǎo)民權(quán)運(yùn)動(dòng)？ 那個(gè)時(shí)候在美國(guó)，民權(quán)運(yùn)動(dòng)之前，不僅僅只有他一個(gè)人飽受歧視。他也決不是那個(gè)時(shí)代唯一的偉大演說家。為什么會(huì)是他？ 又為什么懷特兄弟 能夠造出動(dòng)力控制的載人飛機(jī)，跟他們相比，當(dāng)時(shí)的其他團(tuán)隊(duì)似乎 更有能力，更有資金，他們卻沒能制造出載人飛機(jī)，懷特兄弟打敗了他們。一定還有一些什么別的因素在起作用。1:17 大概三年半之前，我有了個(gè)新發(fā)現(xiàn)，這個(gè)發(fā)現(xiàn)完全改變了 我對(duì)這個(gè)世界如何運(yùn)作的看法。甚至從根本上改變了 我的工作生活方式。那就是我發(fā)現(xiàn)了一種模式，我發(fā)現(xiàn)世界上所有偉大的令人振奮的領(lǐng)袖 和組織，無論是蘋果公司、馬丁?路德?金還

是懷特兄弟，他們思考、行動(dòng)、交流溝通的方式 都完全一樣，但是跟所有其他人的方式 完全相反。我所做的僅僅是把它整理出來。這可能是世上 最簡(jiǎn)單的概念。我稱它為黃金圓環(huán)。2:07 為什么？怎么做？是什么？ 這小小的模型就解釋了 為什么一些組織和領(lǐng)導(dǎo)者 能夠在別人不能的地方激發(fā)出靈感和潛力。我來盡快地解釋一下這些術(shù)語。地球上的每個(gè)人，每個(gè)組織 都明白自己做的是什么，百分之百。其中一些知道該怎么做，你可以稱之為是你的差異價(jià)值，或是你的獨(dú)特工藝，或是你的獨(dú)特賣點(diǎn)也好，怎么說都行。但是非常，非常少的人和組織 明白為什么做。這里的“為什么”和“為利潤(rùn)” 沒有關(guān)系，利潤(rùn)只是一個(gè)結(jié)果，永遠(yuǎn)只能是一個(gè)結(jié)果。我說的“為什么” 指的是：你的目的是什么？ 你這樣做的原因是什么？你懷著什么樣的信念？ 你的機(jī)構(gòu)為什么而存在？ 你每天早上是為什么而起床？ 為什么別人要在乎你？ 結(jié)果是，我們思考的方式，行動(dòng)的方式，交流的方式都是由外向內(nèi)的。很顯然的，我們所采用的方式是從清晰開始，然后到模糊的東西。但是激勵(lì)型領(lǐng)袖以及 組織機(jī)構(gòu)，無論他們的規(guī)模大小，所在領(lǐng)域，他們思考，行動(dòng)和交流的方式 都是從里向外的。3:13 舉個(gè)例子吧。我舉蘋果公司是因?yàn)檫@個(gè)例子簡(jiǎn)單易懂，每個(gè)人都能理解。如果蘋果公司跟其他公司一樣，他們的市場(chǎng)營(yíng)銷信息就會(huì)是這個(gè)樣子： “我們做最棒的電腦，設(shè)計(jì)精美，使用簡(jiǎn)單，界面友好。你想買一臺(tái)嗎？” 不怎么樣吧。這就是我們大多數(shù)人的交流方式，也是大多數(shù)市場(chǎng)推廣的方式，大部分銷售所采用的方式，也是我們大部分人互相交流的方式。我們說我們的職業(yè)是干什么的，我們說我們是如何的與眾不同，或者我們?cè)趺幢绕渌烁?，然后我們就期待著一些別人的反應(yīng)，比如購(gòu)買，比如投票，諸如此類。這是我們新開的的律師事務(wù)所，我們擁有最棒的律師和最大的客戶，我們總是能滿足客戶的要求。這是我們的新車型，非常省油，真皮座椅。買一輛吧。但是這些推銷詞一點(diǎn)勁都沒有。4:00 這是蘋果公司實(shí)際上的溝通方式： “我們做的每一件事情，都是為了突破和創(chuàng)新。我們堅(jiān)信應(yīng)該以不同的方式思考。我們挑戰(zhàn)現(xiàn)狀的方式 是通過把我們的產(chǎn)品設(shè)計(jì)得十分精美，使用簡(jiǎn)單，和界面友好。我們只是在這個(gè)過程中做出了最棒的電腦。想買一臺(tái)嗎？” 感覺完全

不一樣，對(duì)吧？你已經(jīng)準(zhǔn)備從我這里買一臺(tái)了。我所做的只是將傳遞信息的順序顛倒一下而已。事實(shí)已經(jīng)向我們證明，人們買的不是你做的產(chǎn)品，人們買的是你的信念和宗旨。人們買的不是你做的產(chǎn)品，人們買的是你的信念。4:36 這就解釋了為什么 這里的每個(gè)人 從蘋果公司買電腦時(shí)都覺得理所當(dāng)然。但是我們從蘋果公司 買MP3播放器，手機(jī)，或者數(shù)碼攝像機(jī)時(shí)，也感覺很舒服。而其實(shí)，我剛才已經(jīng)說過，蘋果公司只是個(gè)電腦公司。沒有什么能從結(jié)構(gòu)上將蘋果公司 同競(jìng)爭(zhēng)對(duì)手區(qū)分開來。競(jìng)爭(zhēng)對(duì)手和蘋果公司有同樣的能力制造所有這些產(chǎn)品。實(shí)際上，他們也嘗試過。幾年前，捷威（Gateway）公司推出了平板電視。他們制造平板電視的能力很強(qiáng)，因?yàn)樗麄冏銎桨屣@示器已經(jīng)很多年了。但是沒有人買他們的平板電視。戴爾公司推出了MP3播放器和掌上電腦，他們產(chǎn)品的質(zhì)量非常好，產(chǎn)品的設(shè)計(jì)也非常不錯(cuò)。但是也沒有人買他們的這些產(chǎn)品。其實(shí)，說到這里，我們無法想象 會(huì)從戴爾公司買MP3播放器。你為什么會(huì)從一家電腦公司買MP3播放器呢？

但是每天我們都這么做。人們買的不是你做的產(chǎn)品，人們買的是你的信念。做公司的目標(biāo)不是要跟 所有需要你的產(chǎn)品的人做生意，而是跟

與你有著相同理念的人做生意。這是最精彩的部分。5:49 我說的這些沒有一個(gè)是我自己的觀點(diǎn)。這些觀點(diǎn)都能從生物學(xué)里面找到根源。不是心理學(xué)，是生物學(xué)。當(dāng)你俯視看大腦的橫截面，你會(huì)發(fā)現(xiàn)人類大腦實(shí)際上分成 三個(gè)主要部分，而這三個(gè)主要部分和黃金圓環(huán)匹配得非常好。我們最新的腦部，管轄智力的腦部，或者說我們的大腦皮層，對(duì)應(yīng)著“是什么” 這個(gè)圓環(huán)。大腦皮層負(fù)責(zé)我們所有的 理性和邏輯的思考 和語言功能。中間的兩個(gè)部分是我們的兩個(gè)邊腦。邊腦負(fù)責(zé)我們所有的情感，比如信任和忠誠(chéng)，也負(fù)責(zé)所有的行為 和決策，但這部分沒有語言功能。6:35 換句話說，當(dāng)我們由外向內(nèi)交流時(shí)，沒錯(cuò)，人們可以理解大量的復(fù)雜信息，比如特征，優(yōu)點(diǎn)，事實(shí)和圖表。但不足以激發(fā)行動(dòng)。當(dāng)我們由內(nèi)向外交流時(shí)，我們是在直接同控制行為的 那一部分大腦對(duì)話，然后我們由人們理性地思考 我們所說和做的事情。這就是那些發(fā)自內(nèi)心的決定的來源。你知道，有時(shí)候你展示給一些人 所有的數(shù)據(jù)圖表，他們會(huì)說“我知道這些數(shù)據(jù)和圖表是什么意思，但就是

感覺不對(duì)?！?為什么我們會(huì)用這個(gè)動(dòng)詞，“感覺” 不對(duì)？ 因?yàn)榭刂茮Q策的那一部分大腦 并不支配語言，我們只好說 “我不知道為什么，就是感覺不對(duì)?！?或者有些時(shí)候，你說聽從心的召喚，或者說聽從靈魂。我不想把這些觀念分解得太徹底，但心和靈魂都不是 控制行為的部分。所有這一切都發(fā)生在你的邊腦，控制決策行為而非語言的邊腦。7:29

如果你自己都不知道你為什么干你所做的事情，而別人要對(duì)你的動(dòng)機(jī)作出反應(yīng)，那么你怎么可能贏得大家 對(duì)你的支持，從你這里購(gòu)買東西，或者，更重要的，對(duì)你忠誠(chéng) 并且想成為你正在做的事情的一分子呢？

再說一次，目標(biāo)不僅僅是將你有的東西賣給需要它們的人； 而是將東西賣給跟你有共同信念的人。目標(biāo)不僅僅是雇傭那些 需要一份工作的人； 目標(biāo)是雇傭那些同你有共同信念的人。你知道嗎，我總是說，如果你雇傭某人只是因?yàn)樗茏鲞@份工作，他們就只是為你開的工資而工作，但是如果你雇傭跟你有共同信念的人，他們會(huì)為你付出熱血，汗水和淚水。這一點(diǎn)，沒有比懷特兄弟的故事 更恰當(dāng)?shù)睦恿恕?:14

大多數(shù)人都沒聽說過塞繆爾·蘭利這個(gè)人。20世紀(jì)初期，投入機(jī)動(dòng)飛行器的熱情就像當(dāng)今的網(wǎng)站熱，每個(gè)人都在做嘗試。塞繆爾·蘭利擁有所有大家認(rèn)為是 成功的要素。我的意思是，即便是現(xiàn)在，你問別人 “為什么你的產(chǎn)品或者公司失敗了呢？” 人們總是用同樣的 三個(gè)東西以同樣的排列順序來回答你，缺乏資金，用人不善，形勢(shì)不好。總是那三種理由，所以讓我們來逐個(gè)分析一下。國(guó)防部給了塞繆爾·蘭利 5萬美金 作為研制飛行器的資金。所以說，資金不是問題。他在哈佛大學(xué)工作過，也在史密森尼學(xué)會(huì)工作過，人脈極其廣泛。他認(rèn)識(shí)當(dāng)時(shí)最優(yōu)秀的人才。因此，他雇傭了 用資金能吸引到的最優(yōu)秀的人才。當(dāng)時(shí)的市場(chǎng)形勢(shì)相當(dāng)有利。紐約時(shí)報(bào)對(duì)他做跟蹤報(bào)道，每個(gè)人都支持他。但是為什么你們連聽都沒聽說過他呢？ 9:15 與此同時(shí)，幾百公里之外的俄亥俄州代頓市 有一對(duì)兄弟，奧維爾?萊特和維爾伯?萊特，他們倆沒有任何我們認(rèn)為的 成功的要素。他們沒有錢。他們用自行車店的收入來追求他們的夢(mèng)想。萊特兄弟的團(tuán)隊(duì)中沒有一個(gè)人 上過大學(xué)，就連奧維爾和維爾伯也沒有。紐約時(shí)報(bào)更是不沾邊的。不同的是，奧維爾和維爾伯追求的是一個(gè)事業(yè)，一個(gè)目標(biāo)，一種信念。他們相信如果他們 能

研制出飛行器，將會(huì)改變?nèi)澜绲陌l(fā)展進(jìn)程。塞繆爾·蘭利就不同了，他想要發(fā)財(cái)，他想要成名。他追求的是最終結(jié)果，是變得富有?？窗?，看接下來怎么樣了。那些懷有和懷特兄弟一樣夢(mèng)想的人 跟他們一起熱血朝天地奮斗著。另一邊的人則是為了工資而工作。后來流傳的故事說，每次懷特兄弟出去實(shí)驗(yàn)時(shí)，都必須帶著五組零件，因?yàn)槟鞘窃谒麄兓貋沓酝盹堉?將要墜毀的次數(shù)。10:20 最后，在1903年12月17日，懷特兄弟成功起飛，但是當(dāng)時(shí)沒有任何其他人在場(chǎng)目睹。我們是在幾天后才知道的。后來的事情進(jìn)一步證實(shí)了 蘭利動(dòng)機(jī)不純，他在懷特兄弟成功的當(dāng)天就辭職了。他本來應(yīng)該可以說： “伙計(jì)們，這真是一項(xiàng)偉大的發(fā)明，我可以改進(jìn)你們的技術(shù)?！?但是他沒有，因?yàn)樗皇堑谝粋€(gè)制造出飛機(jī)的人，他就不會(huì)變得富有，他也不會(huì)變得有名，所以他辭職了。10:50 人們買的不是你的產(chǎn)品；而是你的信念。如果你講述你的信念，你將吸引那些跟你擁有同樣信念的人。但是為什么吸引那些跟你擁有同樣信念的人非常重要呢？ 創(chuàng)新的傳播有一個(gè)規(guī)律，如果你不知道這個(gè)規(guī)律，你一定了解這個(gè)概念。我們的社會(huì)中，有2.5%的人 是革新者。13.5%的人 是早期的少部分采納者。接下來的34%是早期接受的大多數(shù)，然后是比較晚接受的大多數(shù)和最后行動(dòng)的。這部分最后行動(dòng)的人買按鍵電話的唯一原因是 因?yàn)樗麄冊(cè)僖操I不到轉(zhuǎn)盤電話了。11:28（笑聲）11:30 雖然我們?cè)诓煌臅r(shí)候會(huì)處在這個(gè)曲線上不同的位置，但是創(chuàng)新的傳播規(guī)律告訴我們 如果你想在大眾市場(chǎng)上 獲得成功，或者要大眾接納一個(gè)點(diǎn)子，你得等到 獲得15%-18%的市場(chǎng)接受度 這個(gè)轉(zhuǎn)折點(diǎn)之后才行。那時(shí)之后市場(chǎng)才真正打開。我喜歡問公司：“你的新生意怎么樣呀？” 他們會(huì)很自豪地告訴你 “哦，大概有10%吧。” 是呀，你有可能就在10%的顧客群這里過不去了。我們都能讓10%的人“意會(huì)”，對(duì)，我們一般這樣形容他們。就好比描述那種感覺： “哦，他們有點(diǎn)心領(lǐng)神會(huì)了”。問題是：你怎么在他們還沒有成為你的顧客之前 就發(fā)現(xiàn)那些能意會(huì)的人，和那些不能意會(huì)的人？

這就是問題的所在，就是這點(diǎn)間隙，你得把這個(gè)間隙給填上，正如杰弗里穆爾所說的，“跨越鴻溝”。因?yàn)樵缙诘拇蠖鄶?shù) 不會(huì)嘗試新事物，除非有些人 已經(jīng)先嘗試過了。而這些人，創(chuàng)新者和早期的少數(shù)人，他

們喜歡大膽的嘗試。他們更自然地憑直覺做事情，發(fā)自于他們的世界觀的直覺，而不僅僅是因?yàn)槭袌?chǎng)上有什么樣的產(chǎn)品。12:38 這是一批在 iPhone上市的頭幾天 去排隊(duì)等六個(gè)小時(shí)來購(gòu)買的人，而其實(shí)只要等一個(gè)星期你就可以隨便走進(jìn)店里 從貨架上買到。這是一批在平板電視剛推出時(shí) 會(huì)花4萬美金買一臺(tái)的人，盡管當(dāng)時(shí)的技術(shù)還不成熟。補(bǔ)充說一下，他們并不是因?yàn)榧夹g(shù)的先進(jìn) 而買那些產(chǎn)品，而是為了他們自己。因?yàn)樗麄兿氤蔀榈谝粋€(gè)體驗(yàn)新產(chǎn)品的人。人們買的不是你的產(chǎn)品；人們買的是你的信念。你的行動(dòng)只是證明了 你的信念。實(shí)際上，人們會(huì)去做能夠體現(xiàn) 他們的信念的事情。那些為了搶先 在頭六個(gè)小時(shí)內(nèi)買到iPhone 而 排六個(gè)小時(shí)的隊(duì)的人，是出于他們的世界觀，出于他們想別人怎么看自己。他們是第一批體驗(yàn)者。人們買的不是你的產(chǎn)品；他們買的是你的信念。13:27 我再舉些著名的例子吧，證實(shí)創(chuàng)新傳播規(guī)律的一個(gè)失敗的例子 和一個(gè)成功的例子。首先我們講這個(gè)失敗的例子。還是商業(yè)上的。就如我們一秒鐘前剛剛說過的，成功的要素是充足的資金，優(yōu)秀的人才和良好的市場(chǎng)形勢(shì)。那么，是不是如果有這些你就應(yīng)該獲得成功?？纯吹傥郑═iVo）數(shù)字視頻公司吧。自從推出蒂沃機(jī)頂盒以來，大概是八、九年前，直到今天，它們一直是市場(chǎng)上唯一的最高品質(zhì)的產(chǎn)品，這沒有任何異議。它們絕對(duì)是資金充足，市場(chǎng)形勢(shì)也大好。其實(shí)，“蒂沃” 都變成了一個(gè)日常用的動(dòng)詞。比如：我經(jīng)常把東西蒂沃到我那臺(tái)華納數(shù)碼視頻錄像機(jī)里面。14:08 但是蒂沃是個(gè)商業(yè)上的失敗案例，他們沒有賺到一分錢。他們上市時(shí)，股票價(jià)格大約在30到40美元，然后就直線下跌，而成交價(jià)格從沒超過10美元。實(shí)際上，我印象中它的交易價(jià)格從來沒有超過 6美元，除了幾次小的震蕩之外。因?yàn)槟銜?huì)發(fā)現(xiàn)，蒂沃公司新推出他們的產(chǎn)品時(shí)，他們只是告訴我們他們產(chǎn)品是什么，他們說 “我們的產(chǎn)品可以把電視節(jié)目暫停，跳過廣告，回放電視節(jié)目，還能記住你的觀看習(xí)慣，你甚至都不用刻意設(shè)置它。” 挑剔的人們說： “我們不相信你，我們不需要這樣的東西，我們也不喜歡這樣的東西。你在唬人。” 假如他們這么說： “如果你 想掌控 生活的方方面面，朋友，那么就試試我們的產(chǎn)品吧。它可以暫停直播節(jié)目，跳過廣告，回放直播節(jié)目，還能記下你的

觀看習(xí)慣，等等。人們買的不是你的產(chǎn)品；人們買的是你的信念。你所做的僅僅只是 你的信念的證明而已。15:11 下面我給大家介紹一個(gè)

成功的例子。1963年的夏天，25萬人 聚集在華盛頓特區(qū) 聆聽馬丁?路德?金博士的演講。那時(shí)，既沒有發(fā)請(qǐng)?zhí)?，也沒有可能在網(wǎng)上查看日期。怎么會(huì)有 25萬人參加呢？ 而且，金博士不是美國(guó)唯一 的偉大演說家，也不是美國(guó)唯一一位在民權(quán)法案實(shí)施前 遭受歧視的人。實(shí)際上，他的一些想法甚至不正確。但是他有個(gè)天賦。他沒有到處宣揚(yáng)美國(guó)需要改變什么方面，他只是到處告訴別人他所相信的?！拔蚁嘈?。我相信。我相信?！?他總是這么跟別人說。而那些和他懷有同樣信念的人

受了他的啟發(fā)，他們也開始 將自己的信念告訴別人。有些人建立起一些組織機(jī)構(gòu) 將這些話傳給更多的人。你看，就這樣，25萬人 在那天，那個(gè)時(shí)候，聚集在一起聽他演講。16:16 有多少人是為了聽 “他” 演說而去的呢？ 沒有人。他們是為了他們自己而去的。那是他們對(duì)于美國(guó)的信念 支持著他們坐 8個(gè)小時(shí)的公車，站在華盛頓八月中旬的烈日下。是他們所相信的信念，而不是黑人跟白人之間的斗爭(zhēng)。25%的聽眾是白人。金博士相信 世界上有兩種律法，一種是上天制定的，一種是世人制定的。直到世人制定的法律 和上天制定的律法相符合，我們才真正生活在公正的世界里。民權(quán)運(yùn)動(dòng)只是碰巧 幫他將信念 付諸于現(xiàn)實(shí)的一件事情。我們跟隨他，不是為了他，而是為了我們自己。順便說一下，他的演講是 “我有一個(gè)夢(mèng)想”，而不是 “我有一個(gè)方案”。17:07（笑聲）17:11 聽聽現(xiàn)在的政治家們提出的 12點(diǎn)的大雜燴計(jì)劃，沒一點(diǎn)勁。一些人是當(dāng)官的，而另一些人是領(lǐng)袖。當(dāng)官的只是占據(jù)在有權(quán)力 和威嚴(yán)的位置上，但是只有具有領(lǐng)袖素質(zhì)的人才能激勵(lì)我們。無論他們是個(gè)人還是組織，我們都追隨領(lǐng)袖，不是因?yàn)槲覀儽仨氝@樣做，而是因?yàn)槲覀冊(cè)敢?。我們跟隨具有領(lǐng)袖能力的人，不是為他們，而是為我們自己。也只有那些從 “為什么”這個(gè)圓圈出發(fā)的人 才有能力 激勵(lì)周圍的人，或者找到能夠激勵(lì)他們的人。17:51（非常謝謝大家）17:53（鼓掌）

《10 things you didn’t know about orgasm》

Alright.I'm going to show you a couple of images from a very

diverting paper in The Journal of Ultrasound in Medicine.I'm

going to go way out on a limb and say that it is the most diverting

paper ever published in The Journal of Ultrasound in

title is “Obrvations of In-Utero

Masturbation.”(Laughter) on the left you can e the

hand--that's the big arrow--and the penis on the hand

over here we have, in the words of radiologist Israel

Meisner, “The hand grasping the penis in a fashion rembling

masturbation movements.” Bear in mind this was an ultrasound,

so it would have been moving images.1:01 Orgasm is a reflex of

the autonomic nervous this is the part of the

nervous system that deals with the things that we don't

consciously control, like digestion, heart rate and xual

the orgasm reflex can be triggered by a surprisingly

broad range of l also Kiny

interviewed a woman who could be brought to orgasm by having

someone stroke her with spinal cord injuries, like

paraplegias, quadriplegias, will often develop a very, very

nsitive area right above the level of their injury, wherever that

is such a thing as a knee orgasm in the literature.1:44 I

think the most curious one that I came across was a ca report

of a woman who had an orgasm every time she brushed her

teeth.(Laughter)This was something in the complex nsory-motor action of brushing her teeth was triggering

she went to a neurologist who was checked to e

if it was something in the toothpaste, but no--it happened with

any stimulated her gums with a toothpick, to e if

that was doing was the whole, you know, the

amazing thing to me is that now you would think this woman

would like have excellent oral hygiene.(Laughter)Sadly she--this

is what it said in the journal paper--“She believed that she was

possd by demons and switched to mouthwash for her oral

care.” It's so sad.2:44(Laughter)2:45 I interviewed, when I was

working on the book, I interviewed a woman who can think

herlf to was part of a study at Rutgers

gotta love I interviewed her in

Oakland, in a sushi I said, “So, could you do it

right here?” And she said, “Yeah, but you know I'd rather finish

my meal if you don't mind.”(Laughter)But afterwards she was

kind enough to demonstrate on a bench was

took about one I said to her, “Are you

just doing this all the time?”(Laughter)She said, “l(fā)y

when I get home I'm usually too tired.”(Laughter)She said that

the last time she had done it was on the Disneyland

tram.3:36(Laughter)3:38 The headquarters for orgasm, along the

spinal nerve, is something called the sacral nerve root, which is

back if you trigger, if you stimulate with an electrode,

the preci spot, you will trigger an it is a fact that

you can trigger spinal reflexes in dead people--a certain kind of

dead person, a beating-heart this is somebody who

is brain-dead, legally dead, definitely checked out, but is being

kept alive on a respirator, so that their organs will be oxygenated

for in one of the brain-dead people, if you

trigger the right spot, you will e something every now and

is a reflex called the Lazarus this is--I'll

demonstrate as best I can, not being 's like trigger

the dead guy, or gal, like unttling for

people working in pathology labs.4:39(Laughter)4:40 Now if you

can trigger the Lazarus reflex in a dead person, why not the

orgasm reflex? I asked this question to a brain death expert,

Stephanie Mann, who was foolish enough to return my

emails.(Laughter)I said, “So, could you conceivably trigger an

orgasm in a dead person?” She said, “Yes, if the sacral nerve is

being oxygenated, you conceivably could.” Obviously it

wouldn't be as much fun for the it would be an

orgasm--(Laughter)nonetheless.I actually suggested to--there is

a rearcher at the University of Alabama who does orgasm

rearch.I said to her, “You should do an know?

You can get cadavers if you work at a university.” I said, “You

should actually do this.” She said, “You get the human subjects

review board approval for this one.” 5:31(Laughter)5:33

According to 1930s marriage manual author, Theodoor van de

Velde, a slight minal odor can be detected on the breath of a

woman within about an hour after xual or

van de Velde was something of a men

connoisur.(Laughter)This is a guy writing a book, “Ideal

Marriage,” you heavy hetero he wrote in this

book, “Ideal Marriage”--he said that he could differentiate

between the men of a young man, which he said had a fresh,

exhilarating smell, and the men of mature men, who men

smelled quote, “Remarkably like that of the flowers of the

Spanish mes quite freshly floral, and then again

sometimes extremely pungent.” 6:18(Laughter)6:23

1999, in the state of Israel, a man began this was

one of tho cas that went on and tried everything his

friends g emed to went a

certain point, the man, still hiccupping, had x with his

lo and behold, the hiccups went told his doctor, who

published a ca report in a Canadian medical journal under the

title, “Sexual Intercour as a Potential Treatment for Intractable

Hiccups.” I love this article becau at a certain point they

suggested that unattached hiccuppers could try

masturbation.(Laughter)I love that becau there is like a whole

demographic: unattached hiccuppers.(Laughter)Married, single,

unattached hiccupper.7:15 In the 1900s, early 1900s

gynecologists, a lot of gynecologists believed that when a

woman has an orgasm the contractions rve to suck the men

up through the cervix and sort of deliver it really quickly to the

egg, thereby upping the odds of was called the

“upsuck” theory.(Laughter)If you go all the way back to

Hippocrates, physicians believed that orgasm in women was not

just helpful for conception, but s back then were

routinely telling men the importance of pleasuring their

ge-manual author and men-sniffer Theodoor van

de Velde--(Laughter)has a line in his book.I loved this guy.I got a

lot of mileage out of Theodoor van de had this line in

his book that suppodly comes from the Habsburg Monarchy,

where there was an empress Maria Theresa, who was having

trouble apparently the royal court physician said

to her, “I am of the opinion that the vulva of your most sacred

majesty be titillated for some time prior to

intercour.”(Laughter)It's apparently, I don't know, on the

record somewhere.8:33 Masters and Johnson: now we're moving

forward to the s and Johnson were upsuck skeptics,

which is also really fun to didn't buy they decided,

being Masters and Johnson, that they would get to the bottom

of brought women into the lab--I think it was five women--and outfitted them with cervical caps containing artificial

in the artificial men was a radio-opaque substance,

such that it would show up on an is the

the women sat in front of an X-ray they

Masters and Johnson looked to e if the

men was being sucked not find any evidence of

may be wondering, “How do you make artificial

men?”(Laughter)I have an answer for you.I have two

can u flour and water, or cornstarch and water.I

actually found three parate recipes in the

literature.(Laughter)My favorite being the one that says--you

know, they have the ingredients listed, and then in a recipe it will

say, for example, “Yield: two dozen cupcakes.” This one said,

“Yield: one ejaculate.” 9:49(Laughter)9:52 There's another way

that orgasm might boost one involves

that sit around in the body for a week or more start to develop

abnormalities that make them less effective at head-banging

their way into the h xologist Roy Levin has speculated

that this is perhaps why men evolved to be such enthusiastic and

frequent said, “If I keep tossing mylf off I get

fresh sperm being made.” Which I thought was an interesting

idea, now you have an evolutionary

excu.10:23(Laughter)10:27 Okay.10:30(Laughter)10:32

is considerable evidence for upsuck in the animal

kingdom--pigs, for Denmark, the Danish National

Committee for Pig Production found out that if you xually

stimulate a sow while you artificially inminate her, you will e

a six-percent increa in the farrowing rate, which is the number

of piglets they came up with this plan, this five-point stimulation plan for the they had the farmers--there is posters they put in the barn, and they have a I

got a copy of this DVD.(Laughter)This is my unveiling, becau I

am going to show you a clip.11:12(Laughter)11:14 So uh,

here we go in to the--la la la, off to all looks

very 's going to be doing things with his hands that

the boar would u his snout, lacking .(Laughter)This

is boar has a very odd courtship repertoire.(Laughter)This

is to mimic the weight of the boar.(Laughter)You should know,

the clitoris of the pig, inside the this may be sort of

titillating for we go.(Laughter)And the happy

result.(Applau)I love this is a point in this video,

towards the beginning where they zoom in for a clo up of his

hand with his wedding ring, as if to say, “It's okay, it's just his

really does like women.” 12:28(Laughter)12:32

I said--when I was in Denmark, my host was named Anne

I said, “So why don't you just stimulate the clitoris of

the pig? Why don't you have the farmers do that? That's not one

of your five steps.” She said--I have to read you what she said,

becau I love said, “It was a big hurdle just to get farmers

to touch underneath the we thought, let's not mention

the clitoris right now.”(Laughter)Shy but ambitious pig farmers,

however, can purcha a--this is true--a sow vibrator, that hangs

on the sperm feeder tube to e, as I mentioned, the

clitoris is inside the possibly, you know, a little more

arousing than it I also said to her, “Now the sows.I

mean, you may have noticed there, The sow doesn't look to be in

the throes of ecstasy.” And she said, you can't make that

conclusion, becau animals don't register pain or pleasure on

their faces in the same way that we tend to--pigs, for

example, are more like u the upper half of the

face;the ears are very you're not really sure what's

going on with the pig.13:39 Primates, on the other hand, we u

our mouths is the ejaculation face of the stump-tailed

macaque.(Laughter)And, interestingly, this has been obrved in

female macaques, but only when mounting another

female.13:57(Laughter)14:00 Masters and Johnson, in the 1950s,

they decided, okay, we're going to figure out the entire human

xual respon cycle, from arousal, all the way through orgasm,

in men and women--everything that happens in the human

, with women, a lot of this is happening did

not stop Masters and developed an artificial

coition is basically a penis camera on a

is a phallus, clear acrylic phallus, with a camera and a light source,

attached to a motor that is kind of going like the woman

would have x with is what they would

, this device has been just kills me,

not becau I wanted to u it--I wanted to e

it.14:45(Laughter)14:48 One fine day Alfred Kiny decided to

calculate the average distance traveled by ejaculated

was not idle Kiny had heard--and there was a

theory kind of going around at the time, this being the 1940s--that the force with which men is thrown against the cervix was

a factor in thought it was bunk, so he got to

got together in his lab 300 men, a measuring tape, and

a movie camera.(Laughter)And in fact he found that in three

quarters of the men the stuff just kind of slopped wasn't

spurted or thrown or ejected under great r, the

record holder landed just shy of the eight-foot mark, which is

impressive.(Laughter)(Applau)y.(Laughter)Sadly, he's

name is not mentioned.15:54 In his write-up, in

his write-up of this experiment in his book, Kiny wrote, “Two

sheets were laid down to protect the oriental

carpets.”(Laughter)Which is my cond favorite line in the entire