How Leaders Inspires Us 3
Most people don't know about Samuel Pierpond Langley.(塞缪尔·皮尔庞特·兰利,天文学家 物理学家，发明家，美国第一艘航空母舰兰利号。对飞机的试飞实验早于莱特兄弟)
And back in the early 20th century, the pursuit of powered manned flight was like the dot com of the day, every body was trying it. 回到20世纪初期，人们对造人飞机的追捧就如同今天对互联网的追捧，每人各都想试着造飞机。
And Samuel Pierpond Langley had what we assume to be the recipe(食谱 秘诀 诀窍) for success.
然而兰利拥有我们所追求的成功秘诀.
I mean even now you ask people why did your product, why did your company failed?
我的意思是，即便现在，你问人们为什么你的产品，你的公司失败了？
And people always give you the same permutation(排列 组合) of the same three things.
而人们总是给你三个相同的因素：
under- capitalized, the wrong people, bad market conditions.
资金不足，遇见错的人，市场大条件不好。
so It's always the three things, so let's explore that.
所以， 总是这三个因素。 所以让我们一起来发掘下，
Samuel Pierpond Langley was given 50 000 dollars by the War Department（美国陆军总部） to figure out this flying machine.
美国陆军总部给了兰利50 000美元去研制飞行器。
Money was no problem.
钱不是问题了。
He held a seat at Harvard and worked at Smithsonian(史密森学会), and it was well-connected(有好亲戚的 出身名门的 血统关系好的).
他在哈弗有一席之地，在史密森学会工作过，出身甚好，
He knew all the big minds (大佬) of the day.
他认识当时所有的大佬，
He hired the best minds money could find, and market conditions were fantastic.
他雇佣了花钱能请到的最好的人才，市场大环境绝佳，
The New York Times followed him around everywhere, and everyone was rooting for (支持) Langley.
纽约时报四处跟着他，每个人都支持兰利，
And how can we've never heard of Samuel Pierpond Langley?
然而如何我们竟从未听说过兰利？
After a few hundred miles away in Dayton, Ohio, Orville(奥维尔) and Wilber Wright,
在几百英里以外的俄亥俄州代顿市，奥维尔和韦伯.莱特，
They had none of what we consider to be the recipe of success.
他们没有任何我们所认为的成功要素，
They had no money, they paid for their dream with the proceeds from their bicycle shop.
他们没有钱，他们用自己自行车店的利润来支付他们的梦想。
Not a single person on the Wright Brothers' team had a college education, not even Orville or Wilber.
怀特兄弟团队没有任何一个人受过大学教育，甚至是奥维尔和韦伯.莱特，
And the New York Times followed them around nowhere.
纽约时报从不跟四处随他们。
The difference was Orville and Wilber were driven by a cause, by a purpose, by a belief.
不同的是，奥维尔和韦伯是被一个理想、一个目的、一个信念而驱动，
They believe that they can figure out this flying machine, it'll change the course of the world.
他们相信他们能制造出这飞行器， 它将改变世界的进程。
Samuel Pierpond Langley was different，
兰利不同，
He wanted to be rich, and he wanted to be famous
他想要的是财富，他想要的是名誉，
He was in pursuit of the result, he was in pursuit of the riches.
他追求结果，他追求财富，
band lo(看 瞧) and behold(看 看见), look what happened?
瞧，发生了什么？
The people who believed in the Wright Brothers' dream ，worked with them with blood and sweet and tears.
这些相信怀特兄弟梦想的人们，跟随他们一起付出了热血、汗水和眼泪而工作，
and others just worked for the pay check.
而其他人仅仅是为了工资而工作。
And they tell stories of how every time the Wright Brothers went out, they would have to take five sets of parts.
有个故事说，怀特兄弟每次外出，他们都更会带五套工具。
Because that's how many times they would crash before they came in for supper.
因为在每次晚饭前，他们都要遭遇很多次撞毁（失败）
And eventually, on December 17th 1903, the Wright Brothers took flight.
最终，在1903年12月17日，怀特兄弟飞起来了。
And no one was there to even experience it.
然而现场没有一个人目睹、经历
We found out about it a few days later.
我们是在几天后才发现的。
And further proof that Langley was motivated by the wrong thing.
而这儿进一步证明了兰利受到错误的激励，
The day Wright Brothers took flight, he quit.
怀特兄弟是试飞成功的那一天，他退出了。
He could've said, that's an amazing discovery, guys, and I will approve upon the technology. but he didn't.
他本可以说，这是发明太棒了，小伙子们，我将改进你们的技术，但是他没有。
He wasn't first, he didn't get rich, he didn't get famous, so he quit.
他不是第一个，他没有变的富有，他没有功成名就，所以他推出了。
People don't buy what you do, they buy why you do it.
人们买的不是你所做的，而是你为什么而做。
And if you talk about what you believe, you will attract those who believe what you believe.
如果你谈论你所信仰的，你就会吸引那些相信你所信仰的人。
1. What does the cynic suggest by Back in the early 20th century, the pursuit of human powered flight was like the dom com of the day?
....The pursuit of human powered flight was extremely popular.
2. How was the Wright brothers different from Langley?
.... They were motivated to change the world rather than becoming famous and rich.
3. If someone is well- connected, they...know many influential people.
完形填空
4. They 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 nowhere.
But why is important to attract those who believe what you believe?
但是为什么去吸引那些相信你所相信的人如此重要呢？
Something called the law diffusion (扩散 传播 慢射)of innovation，and if you don't know the law, you definitely know the terminology(某学科的术语 专门用语).
有人称之为创新扩散定律，如果你不知道这个定律，你必定知道这个术语。
The first two and a half percent of our population are our innovation.
人口中的前2.5%是我们的创新者。
The next 13 and a half percent of our population are our earlier adopters.
接下来的13.5%人口是我们的早期接受者。
The next 34 percent are your early majority, your late majority, and your laggards(迟缓者).
接下里的34%是早期的大多数，晚期的大多数，及迟缓者。
The only reason these people buy touch-tone phones is because you can't buy rotary phone（转盘电话） any more.
这些人买touch-phone的唯一原因是你不用在去买转盘电话了。
we all sit at various places at various times on the scale(规模上 刻度上).
在范围你，不同的时期，不同的位置。
But what the law diffusion of innovation tells us, is that if you want mass success（大众市场）, mass market acceptance of an idea,
但是创新扩散定律告诉我们的是，如果你想要的是大众市场接受一个理念，
You can not have it until you achieve these tipping point(引爆点 爆发点), between 15 and 18 percent of market penetration, and then the system tips（倾斜 倾覆 倒出）.
直到你成功达到 15%--18%的市场渗率临界点，你才能成功，市场才能引爆。
And I love asking business, what your conversion on new business?
我喜欢问企业，你在新行业的转换如何？
They love to tell you, oh, it's about 10 percent, proudly.
他们喜欢自豪的告诉你，哦，差不多10%。
Well, you can trip over(拌在障碍物上而跌跤) 10 percent of the customers,
好吧，你能得到10%的客户
We all have about10 percent who just get it.
我们都有10%的市场占有率，就是这么得来的，
That's about how we describe them, right?
那就是我们如何描述的，对吗？
That's like that gut feeling(直觉), oh they just get it.
那就像直觉，哦，他们就是这么理解的。
The problem is how do you find the ones that " just get it" before you doing business with them versus the ones who don't get it.
问题是，在你做生以前，相对于那些不理解的人，你是如何找到那些“就这么干吧”的人一起合作呢？
So it's this here, this little gap that you have to close, as Jeffrey Moore calls it crossing the chasm(跨越鸿沟).
所以，就是这里，你需要去填补的小鸿沟，就像Jeffrey Moore说的“跨越鸿沟”。
Because you see the early majority will not try something until someone else has tried it first.
因为，直到有些人先尝试过了，你所看到的早期大多数才会去尝试。
And these guys, the innovators in the early adopters, they are comfortable making those gut decisions.
然而这些家伙儿，早期接收者中的创新者，他们很舒服很享受做那些直觉决策。
They are more comfortable making those intuitive(直觉的) decisions that drive by what they believe about the world.
他们很享受做那些，受他们世界观驱动的，直觉决策。
And not just what products is available.
然而并不仅仅是什么产品是可以用的。
These are the people who stood in line for six hours to buy a iPhone when they first came out.
当新机首发上市时，这些人会排队6 个小时买iphone
When you could've just walked into the store in the next week and bought one off the shelf.
而你本可以在下周走进商店货架上买一个的。
These are the people who spent 40 000 dollars on the flat screen TVs when they first came out, even though the technology was substandard(不达标的).
这些是在平板电视首发时愿意花费40 000购买的人，即便技术还不达标。
And by the way, they don't do it because the technology was so great, they did it for themselves.
顺便说一下，他们不是因为技术如此拽才买，而是因为他们自己，
it's because they wanted to be first.
因为他们想要成为第一个。
People don't buy what you do, they buy why you do it. And what you do simply proves what you believe.
人们不会买你所做的，他们会买你为什做？ 你所做的直接证明你所信仰的。
In fact, people will do the things that prove what they believe.
事实上，人们将会做那些可以证明他们所信仰的事情。
The reason a person bought the iPhone in the first six hours, stood in line for six hours,
一个人排队留个小时购买IPhone的原因，
was because of what they believed about he world, and how they wanted every body to see them, was they were the first.
就是因为他们的世界观，以及他们希望每个人看到他们的，他们都是第一个。
People don't buy what you do, they buy why you do it.
人们不会买你所做的，而是买你为什么而做。
1. In a law of diffusion of innovation, what characterize the laggards?
....They are the last group to buy a new products.
2. An intuitive decision is based on...feelings rather than facts.
完形填空
3. They're more comfortable making those intuitive decision that are driven by what they believe about the world and not just what product is available.
听 & 复述
4.People will do the things that prove what they believe.
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