由WHY开始

创业的伙伴给我分享了这一个很棒的TEDx演讲。非常推荐大家花个十八分钟看看这个深居启发性的影片。TEDx网站里也有提供多国语言的字幕和互动性的演讲稿。

看了后我和这位演讲者产生了巨大的共鸣,因为他介绍一个超级简单的框架,就涵盖了我最近想整理的一些思绪。这个框架解释了为什么有些人在外在条件一样甚至是比较差的时候,有些人却成功了。为什么Apple的产品那么受欢迎?为什么莱特兄弟成功的发明了飞机,而比他有优势的竞争对手却失败了?为什么马丁。路德。金博士感染了那么多人?作者Simon Sinek用简单的三个同心圆和三个字就回答了这些问题。

the-golden-circle[1]

上面的这三个圆圈被称为黄金圆。What指的是实际可以被看见的事物,如行为、产品、功能、服务等;How指的是产生What的过程与方法;而最重要的Why指的是What被创造出来的原因。大部分人的思考方式趋向于由外至内,但是成功且伟大的人则是由内到外思考且沟通的。作者以Apple作为例子解释:

Let me give you an example. I use Apple because they’re easy to understand and everybody gets it. If Apple were like everyone else, a marketing message from them might sound like this: “We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one?” “Meh.” That’s how most of us communicate. That’s how most marketing and sales are done, that’s how we communicate interpersonally. We say what we do, we say how we’re different or better and we expect some sort of a behavior, a purchase, a vote, something like that. Here’s our new law firm: We have the best lawyers with the biggest clients, we always perform for our clients. Here’s our new car: It gets great gas mileage, it has leather seats. Buy our car. But it’s uninspiring.

Here’s how Apple actually communicates. “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?” Totally different, right? You’re ready to buy a computer from me. I just reversed the order of the information. What it proves to us is that people don’t buy what you do; people buy why you do it.

影片也解释了为什么这个框架是有效的,因为生物学上我们的脑部是这样运作的。负责What的大脑部位是我们的新皮质(neocortex),它主管逻辑思考和语言。而负责How和Why的大脑部位是我们的大脑边缘系统(limbic brains),它掌管的是我们的情绪和感觉,比如说像信任、忠诚等。此外,大脑边缘系统也为我们的行为和决定负责,而它却没有处理语言的能力。

这个影片提供了一个很好的框架,让团队和我思考如何塑造我们的企业文化、产品设计和领导风格。演讲里我超喜欢的一句是:“再说,他(马丁。路德。金博士)的演讲是《我有一个梦想》而不是我《我有一个方案》!”。当我们的信念和其他人一样时,就会吸引其他志同道合的人加入,而他们加入不是为了我们,而是为了自己。因此当我们想要干一番大事业时,我们必须清楚了解自己的愿景是什么、想要为社会贡献什么,透过强大的Why来启发公司的股东、员工和客户,然后以一致的What来证明自己的Why。而有忠心的员工和客户,一家企业里成功还会远吗?

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 do. The goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe. The 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 because they can do a job, they’ll work for your money, but if they believe what you believe, they’ll work for you with blood and sweat and tears. Nowhere else is there a better example than with the Wright brothers.

我以自己的想法写出下面的两个表格来做比较:

Why How What
灵魂 思想 身体
信念、身份、哲学 念头 行为
初衷 策略 执行
企业的愿景、价值观和使命 企业的策略与经营 产品与服务
艰难或无法复制 较难复制 容易复制
大道至简 变化无穷
感性 理性
无形 具体
冰山的90% 冰山的10%
从What出发 从Why出发
透过操纵达到目的 透过启发达到目的
趋向零和游戏 趋向双赢
比较理性冰冷 比较感性温暖
短期见效 长期有效
像交易 像合作
以自己为出发点 以共鸣为出发点

谷歌了演讲者后,发现原来他在这个课题有一本书,名为《Start With Why》。参考了一些人写的阅读笔记,决定去买来看,相信它可以完善我的哲学。
与大家共勉之。


本篇为Project #101计划的 #28
下一篇#29的期限:24/5/2015

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