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A lot of people don't realize that I actually hated reading for the majority of my life.
很多人都没有意识到其实我人生中的大部分时间都很讨厌阅读。
By the time I was 18, I don't think I had really read a single book
直到18岁，除非是被迫为了完成作业，
unless it was part of an assignment and I was just forced to do it.
否则我基本没有真正读过一本书。
But ever since I went to first grade, my teachers constantly tried to inspire me to read,
但是自从我上一年级，我的老师就一直尝试鼓励我阅读，
and it never worked. It just made me hate it even more.
但根本没用。反而让我越发讨厌它。
And then finally when I was about 18 or so, I started to find mentors, most of them online,
最后大约在18岁的时候，我开始寻找导师，大部分都是在网上，
and they were able to inspire me to read almost instantly, and now I can't even imagine a life where I don't read.
他们能够迅速的激励我阅读，现在我已无法想象不阅读的人生会是怎样。
So what was the difference between my teachers who tried to inspire me to read for 12 years and failed constantly
我的老师在12年间尝试鼓励我阅读却屡战屡败，
and my mentors who were able to do it in basically no time?
我的导师却能立刻说服我，那么这两者有什么区别呢？
Well here it is in the context of the golden circle.
我们来看一下这个黄金圈背景。
My teachers started with the "what". You have to read this classic. This is a great book! You have to!
我的老师从“是什么”开始。你必须读这部名著。这本书很好！你必须读！
Then they sometimes went to the "how", and said, this is how you read it.
他们有时也会提到“怎样读”，然后说道，这就是阅读的方法。
But that was it, there was no "why".
但是仅此而已，没有提过“为什么”。
The funny thing is, if I had asked, "why should I read it", they would probably get angry and start yelling.
有趣的是，如果我问，“为什么要读这本书”，他们可能就会生气大吼。
"How could you ask a stupid question like that?" "What do you mean why should you read a classic?!"
“你怎样能问这么愚蠢的问题呢？”，“你这么问是什么意思？”
And that anger would mostly come from the fact, that they haven't really thought about the "why",
那种生气极有可能是因为他们没有真正的考虑过“为什么”这个问题，
so they can't really clearly articulate it.
所以他们不能清晰明确的表达出来。
Most people and even most organizations don't really know why they do what they do.
大部分个人甚至是机构也不知道为什么要做他们的所做。
But how were my mentors different from my teachers at school?
但是我的导师是怎样区别于学校老师的呢？
They had successful relationships. They had success in their businesses.
他们有成功的人际关系，生意也很成功。
And they said, "Look, do you want your girlfriend to be attracted to you?" "Do you want to build a successful business?"
他们会说，“瞧，你想吸引你女朋友吗？”“你想生意成功吗？”
"Do you want to create powerful relationships instead of always getting your emails ignored just like everyone else?"
“你想建立一段强有力的关系，从而不再像其他人一样被忽视吗？”
And I was like, "Yeah, that's exactly what I want." And they were like, "Okay... Good." Then pick up a book.
我会说，“是的，那正是我所想的，”他们说，“好的…很好。”然后捎带出一本书。
"Oh and by the way, How to Win Friends and Influence People is a great book, and so is The Way of the Superior Man."
“哦，顺便说一下，《如何赢得朋友和影响别人》是本好书，《优势男生存法则》也不错。”
And I picked up both of those books and read them, and now reading is an inseparable part of my life.
我就开始读这两本书，现在阅读已经成为我生活中不可分割的一部分。
That is how great leaders inspire action. Everybody starts from the what, and most people never even get to the why.
伟大的领袖就是这样激励人们行动的。人们都始于“是什么”，大部分人都到不了“为什么”那个层面。
Most people create a product and they want to tell you about all the amazing features and specifications.
大多数人发明一种产品，就想着把产品的特征和规格介绍给大家。
They want to tell you about how these features work so well.
他们想告诉人们这些特征运行的非常好。
But the truth is, most people don't care about your "what" and "how".
但事实是，大部分人根本就不在意你说的“是什么”和“怎么样”。
Most people don't want to be told the exact measurements of your CPU,
大部分人不想知道CPU的精确尺寸，
they don't want to be told how the little chips interact with each other so amazingly,
他们也不想知道小芯片之间的连接是有多么奇妙，
they want to be told something like this... We value effeciency just like you do.
他们想听到的是…“我们跟您一样很看重效率。”
Here's how we can help you be more efficient. And here's a product that will help you achieve exactly that.
这就是我们帮您提高效率的方法。这是个可以帮您达到目标的产品。
And that's exactly what I want to buy.
这才正是我想买的。
If you tell me my company's going to be more efficient, I want to know more.
如果你说我公司的效率会得到更大的提高，我就想知道更多。
If you tell me how great your newest chip is, I don't really care.
如果你只是告诉我这个最新的芯片有多棒，那我真的不在意。
So again, most people start from the "what" and never even get to the why.
所以重申一下，人们始于“是什么”却从来不去想“为什么”。
You're not going to make that mistake. You're going to know your why and you're going to start with it
你可不要犯那种错误。你需要知道“为什么”，并带着这个疑问开始做事，
because you realize that people don't buy what you do, they buy why you do it.
因为你知道人们不会为“你做什么”而买单，但他们会为“你为什么做）”而买单。
