How Leaders Inspire Us 2

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?" 

ps:如果苹果和其他人一样，他们的营销信息可能听起来是这样的：“我们制造了伟大的电脑。它们设计精美，使用简单，用户友好。想买一个吗？”

"Meh."

And that's how most of us communicate.

That's how most marketing is done and that's how most sales are done, that's how most of us communicate interpersonally.

ps:这就是大多数市场营销的方式，也是大多数销售的方式，这就是我们大多数人的人际沟通方式。

how怎样; 如何多少，多么，多大

most最多，最大; 大多数; 几乎所有; 最; 最大，最多，最高; 非常; 极其; 完全; many的最高级; much的最高级

marketing促销; 营销; 销售活动; 推销; market的现在分词

done完毕; 了结; 结束; 煮熟; 熟了; 合乎礼仪; 合乎规矩; 得体; 行，好; 做，干，办; 做; 行动; 表现; 进展，进行; do的过去分词

and that而且，并且

sales出售; 销售; 销售量; 销售部; sale的复数

most of大多数

communicate交流; 沟通; 传达，传递

interpersonally人与人之间的

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.

ps:我们说我们做什么，我们说我们是如何不同或更好，我们期待某种行为，购买，投票，诸如此类。

say说; 讲; 告诉; 念; 朗诵; 背诵; 表达，表述; 决定权; 发言权; 嘿，啧啧; 喂，我说

different不同的; 有区别的; 有差异的; 分别的; 各别的; 各种的; 不平常; 与众不同; 别致

or better趋好委托

expect预料; 预期; 预计; 等待; 期待; 盼望; 要求; 指望

behavior行为; 性能; 表现; 习性

purchase购买; 采购; 购买的东西; 购买项目; 握紧; 抓牢; 蹬稳; 买

vote选票; 票; 投票; 选举; 表决; 投票总数; 选票总数; 选出，推举; 表明，认为，公认

something like大约; 左右; 接近

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, you know, leather seats. Buy our car.

ps:这是我们的新车：它的油耗很高，有真皮座椅。买我们的车。

Here在这里，向这里; 现在; 在这一点上; 给某人东西或指出某物时说; 喂，嘿; 主动提议时说

new刚出现的; 新的; 新近推出的; 新东西; 新事物; 新买的

car小汽车; 轿车; 火车车厢

gets收到; 接到; 获得; 得到; 挣得; get的第三人称单数

great大的; 巨大的; 数量大的; 众多的; 很; 非常的; 很多的; 极大的; 名人; 伟人; 伟大的事物; 很好地; 极好地; 很棒地

mileage英 [ˈmaɪlɪdʒ] 美 [ˈmaɪlɪdʒ] n.英里里程;(车辆使用某定量燃料可行驶的)英里数;好处;利益

leather皮革; 皮衣，皮外套

seats座位，坐处; 有…座位的; 有…座的; 座部; 向…提供座位; 就座; 坐; 落座; 可坐…人; 能容纳…人; seat的第三人称单数和复数

Buy买; 购买; 够支付; 买通; 收买; 贿赂; 合算的商品; 买进的东西

But it's uninspiring.

ps:但这没意思。

uninspiring不吸引人的; 不令人鼓舞的

Here's how Apple actually communicates.

"Everything we do, we believe in challenging the status quo.

ps：我们所做的一切，我们都相信挑战现状。

Everything每件事; 所有事物; 一切; 形势; 情况; 生活; 最重要的东西; 最要紧的事情

believe in相信; 信任; 信奉，信仰

challenging挑战性的; 考验能力的; 挑起争论的; 不赞同的; 对…怀疑; 拒绝接受; 向挑战; 强烈建议; 考查…的能力; 考验…的技巧; challenge的现在分词

status quo现状; 原来的状况

quo英 [ˈkwəʊ] 美 [ˈkwoʊ] v.说

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.

All I did was reverse the order of the information.

ps:我所做的只是颠倒了信息的顺序。

reverse英 [rɪˈvɜːs] 美 [rɪˈvɜːrs] v.颠倒;彻底转变;使完全相反;撤销，废除(决定、法律等);使反转;使次序颠倒n.相反的情况(或事物);后面;背面;反面;倒挡adj.相反的;反面的;反向的;背面的;后面的第三人称单数： reverses复数： reverses现在分词： reversing过去式： reversed过去分词： reversed

What it proves to us is that people don't buy what you do; people buy why you do it.

This explains why every single person in this room is perfectly comfortable buying a computer from Apple.

But we're also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple, or a DVR from Apple.

But as I said before, Apple's just a computer company.

There's nothing distinguishes them structurally from any of their competitors.

ps:从结构上看，它们与任何竞争对手都没有区别。

nothing没有什么; 没有一件东西; 无关紧要的东西; 毫无趣味的事

distinguishes区分; 辨别; 分清; 成为…的特征; 使具有…的特色; 使有别于; 看清; 认出; 听出; distinguish的第三人称单数

them他们; 她们; 它们; 指性别不详的人时，用以代替him或her

structurally在结构上

any(与不可数或复数名词连用，用于否定句和疑问句，也用于if或whether之后，或紧接某些动词如prevent、ban、forbid等)任何的，任一的; 任一; 非一般的; 不寻常的; (用于否定句和疑问句中或if、whether后)任何数量，任一数额; 任何一些; 一点儿也，完全，丝毫; 根本

competitors竞争者，对手; 参赛者; 竞赛者; competitor的复数

Their competitors are equally qualified to make all of these products.

In fact, they tried.

A few years ago, Gateway came out with flat-screen TVs.

ps：几年前，Gateway推出了平板电视

They're eminently qualified to make flat-screen TVs.

ps：他们非常有资格制造平板电视。

eminently 英 [ˈemɪnəntli] 美 [ˈemɪnəntli] adv. 非常;特别;极其

They've been making flat-screen monitors for years.

Nobody bought one.

Dell came out with MP3 players and PDAs, and they make great quality products, and they can make perfectly well-designed products — and nobody bought one.

ps:戴尔推出了MP3播放器和掌上电脑，他们生产出了高质量的产品，他们可以生产出设计完美的产品——但没有人买过。

came来; 来到; 到达，抵达; 来做; 来取; 来拿; come的过去式

players游戏者; 运动员; 参赛选手; 参与者，竞争者，玩家; 播放机; player的复数

PDAs个人数字助理，掌上型电脑(全写为personal digital assistant); PDA的复数

perfectly完全地; 非常; 十分; 完美地; 完好地; 圆满地

well-designed设计得很好的；构思甚佳的

nobody没有人，无人，谁也不; 小人物; 无足轻重的人

bought买; 购买; 够支付; 买通; 收买; 贿赂; buy的过去分词和过去式

In fact, talking about it now, we can't even imagine buying an MP3 player from Dell.

Why would you buy MP3 players from a computer company?

But we do it every day.

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

The goal is not to do business with anybody with everybody who needs what you have.

The goal is to do business with people who believe what you believe.

Exercises:

1. what are consumers inclined to pay for when they buy products?

the belief and cause behind them.

2.which are the following slogans address the why part of the golden circle?

we inspired people to go further.

3.What distinguishes Apple from other companies?

They sell products by spreading their beliefs.

4.What parallel did Sinek draw between Gateway and Dell?

They both failed to convey their core values to their customers.

5. How does Apple market themselves?

 by selling their products with the belief that they are changing people's lives

6. What did Sinek intend to show by giving the examples of Gateway and Dell?

Their failures weren't caused by their inability to make quality products.

7. To challenge the status quo means to change the present situation.

8. If someone is eminently qualified for a job, they are extremely suitable for it.

9.why are people willing to buy MP3 players from apple which is a computer company?

they believe in apple's core values.

Fill in the blanks:

The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly.

Here's the best part: None of what I'm telling you is my opinion.

ps:最好的部分是：我告诉你的都不是我的意见。

It's all grounded in the tenets of biology. Not psychology, biology.

ps:这一切都基于生物学的原理。不是心理学，生物学。

all所有; 全部; 全体; 一切; 全部的，整个的; 唯一的事物; 所有的事物; 完全; 很; 十分; 非常; 太; 过分

grounded 英 [ˈɡraʊndɪd] 美 [ˈɡraʊndɪd] adj. (对生活)持有合理和现实态度的 v. (使)搁浅，触海底;使停飞;阻止…起飞;罚(儿童)不准出门 ground的过去分词和过去式

tenets 英 [ˈtiːnɛts] 美 [ˈtɛnəts] n. 原则;信条;教义 tenet的复数

biology生物学; 生理

Not(构成动词be、do和have及情态动词can或must等的否定形式，常缩略为n't)不，没有; 不; (用于hope、expect、believe等动词后，作为否定的回答)不

psychology心理学; 心理; 心理特征; 心理影响

If you look at a cross-section of the human brain, looking from the top down.

ps:如果你观察人脑的横截面，从上往下看。

look at看; 考虑

cross-section侧肩倒立; 横断面，剖面; 核截面

human brain人脑

looking看; 瞧; 寻找; 寻求; 注意; 留心; 留神; look的现在分词

What you see is the human brain is actually broken into three major components that correlate perfectly with the golden circle.

ps:你所看到的是，人类的大脑实际上被分解成三个主要的组成部分，它们与黄金圈有着完美的关联。

you see你瞧，要知道，你是知道的

human brain人脑

actually的确，真实地，事实上; 居然，竟然; 实际上

broken破损的; 伤残的; 残缺的; 出了毛病的; 中止了的; 破坏了的; 被违背的; 未履行的; 破，裂，碎; 弄坏; 损坏; 坏掉; 弄破; 使流血; break的过去分词

three三

major主要的; 重要的; 大的; 严重; 大调的; 少校; 主修课程; 专业课; 主修学生; 主修生; 主修，专攻

components组成部分; 成分; 部件; component的复数

correlate相互关联影响; 相互依赖; 显示的紧密联系; 相关物; 相关联的人

perfectly完全地; 非常; 十分; 完美地; 完好地; 圆满地

Our newest brain, our Homo sapient brain, our neocortex, corresponds with the "what" level.

ps:我们最新的大脑，我们的智人大脑，我们的大脑皮层，对应于“什么”水平。

Our我们的; 用于称上帝或圣人

newest刚出现的; 新的; 新近推出的; 新东西; 新事物; 新买的; new的最高级

brain脑; 动物脑髓; 智力; 脑力; 逻辑思维能力; 猛击…的脑袋致死

Homo人属; 高；同; 人；人类

sapient 英 [ˈseɪpiənt] 美 [ˈseɪpiənt] adj. 睿智的;博学的 派生词： sapience n. sapiently adv.

neocortex 英 [ˌniːəʊˈkɔːteks] 美 [ˌniːoʊˈkɔːrteks] n. (大脑)新皮质

corresponds相一致; 符合; 类似于; 相当于; 通信; correspond的第三人称单数

with和…在一起; 和; 同; 跟; 有; 具有; 带有; 用; 使用; 以; 借

what什么; …的事物; 无论什么; 凡是…的事物; 多么; 真; 太

level数量，程度，浓度; 标准; 水平; 质量; 品级; 层次; 级别; 平的; 平坦的; 等高

The neocortex is responsible for all of our rational and analytical thought and language.

ps:大脑皮层负责我们所有的理性和分析性思维和语言。

neocortex新皮质

responsible for为…负责; 是造成…的原因

all of一共; 足足; 至少

rational合理的; 理性的; 明智的; 理智的; 清醒的; 合理的事物; 有理数; 懂道理的人; 人类; 〈英〉合理的服装

analytical分析的; 解析的; 分析性的

thought想法; 看法; 主意; 记忆; 心思; 思想; 思考能力; 思维过程; 思考; 思维; 认为; 以为; 想; 思索; 琢磨; think的过去分词和过去式

language语言; 语言文字; 言语; 说话; 某种类型的言语

The middle two sections make up our limbic brains.

ps:中间两部分构成我们的边缘脑

middle中间; 中部; 中央; 中心; 腰部; 中间的; 中央的; 居中的; 正中的

sections部分; 部门; 部件; 散件; 节; 款; 项; 段; 切开; 切断; 做切片; 强制入院治疗; section的第三人称单数和复数

make up和解;和好; 组成; 构成; 编造，虚构; 给…化妆; 为…打扮; 凑足，补齐; 补足，补上; 和解; 和好; 配; 铺; 搭

limbic 英 [ˈlɪmbɪk] 美 [ˈlɪmbɪk] adj. 边的，缘的，（脑）边缘叶的

brains脑; 动物脑髓; 智力; 脑力; 逻辑思维能力; 猛击…的脑袋致死; brain的第三

And our limbic brains are responsible for all of our feelings, like trust and loyalty.

It's also responsible for all human behavior, all decision-making, and it has no capacity for language.

ps:它还负责所有的人类行为，所有的决策，它没有语言能力。

also而且; 此外; 也; 同样

responsible for为…负责; 是造成…的原因

all所有; 全部; 全体; 一切; 全部的，整个的; 唯一的事物; 所有的事物; 完全; 很; 十分; 非常; 太; 过分

human behavior人类行为

decision-making决策

language语言; 语言文字; 言语; 说话; 某种类型的言语

In other words, when we communicate from the outside in,

ps:换言之，当我们从外部交流时，

In other words换言之;换句话说;也就是说

when什么时候; 何时; 什么情况下; 什么场合下; 在那时; 其时; 当时; 当场; 在…时候; 当…时; 在…期间; 在…之后; 在任何…时候

communicate交流; 沟通; 传达，传递

from从…起，始于; 从…开始; 寄自，得自

outside in外内挥棒；外转内挥棒；由外侧向内侧挥杆; 先外后里；从外向里

Yes, people can understand vast amounts of complicated information like features and benefits and facts and figures.

ps:是的，人们可以理解大量复杂的信息，比如特征、好处、事实和数字。

Yes答话时表示正确或真实; 表示同意所说的话; 反驳否定的话; 表示同意的答复; 表示同意的人

understand懂; 理解; 领会; 了解; 认识到; 明了; 谅解; 体谅

vast辽阔的; 巨大的; 庞大的; 大量的

amounts金额; 数量; 数额; 合计，共计; 等同，接近; amount的第三人称单数和复数

complicated复杂的; 难懂的; 使复杂化; complicate的过去分词和过去式

like相似; 类似; 像; …怎么样; 符合…的特点，像…才会; 喜欢; 喜爱; 喜欢做; 想; 要; 希望; 像…一样; 如同; 好像; 仿佛; 似乎; 喜好; 爱好; 类似的人; 种类，类型; 类似的; 相似的; 大概，可能; 我说，他说，她说; (非正式口语，代替as)和…一样，如，像

features特色; 特征; 特点; 面容的一部分; 特写，专题节目; 以…为特色; 由…主演; 以…为主要组成; 起重要作用; 占重要地位; feature的第三人称单数和复数

benefits优势; 益处; 成效; 福利费; 褔利，奖金; 给付，保险金; 对有用; 使受益; 得益于; 得利于; benefit的第三人称单数和复数

facts and figures确实的消息，准确的情报

It just doesn't drive behavior.

ps:只是不影响行为。

drive驾驶; 开车; 驾车送; 拥有…汽车; 驱车旅行; 驾车路程; 传动装置; 车道

behavior行为; 性能; 表现; 习性

When we can communicate from the inside out, we're talking directly to the part of the brain that controls behavior.

ps:当我们能从内到外交流时，我们直接和控制行为的大脑部分交谈。

When什么时候; 何时; 什么情况下; 什么场合下; 在那时; 其时; 当时; 当场; 在…时候; 当…时; 在…期间; 在…之后; 在任何…时候

communicate交流; 沟通; 传达，传递

out出来; 不在家; 不在工作地点; 外出; 出去; 离开边缘; 回避的方法; 托词; 出路; 揭露，公布

talking说话; 讲话; 谈话; 讨论，谈论，商谈，洽谈; 讲，说; talk的现在分词

directly直接地; 径直地; 坦率地; 正; 正好地; 恰好; 立即; 立刻; 一…就…

part of部分

brain脑; 动物脑髓; 智力; 脑力; 逻辑思维能力; 猛击…的脑袋致死

controls管理权，控制权，支配权; 控制能力; 限制; 限定; 约束; 管理; 管制; 指挥; 控制; 掌管; 支配; 阻止蔓延; control的第三人称单数和复数

behavior行为; 性能; 表现; 习性

And then we allow people to rationalize it with the tangible things we say and do.

ps:然后我们让人们用我们说的和做的有形的事情来合理化它。

And then然后

allow允许; 准许; 给予; 允许进入

people人; 人们; 大家; 人民，国民; 民族; 种族; 居住在; 把…挤满人; 住满居民; person的复数

rationalize 英 [ˈræʃnəlaɪz] 美 [ˈræʃnəlaɪz] v. 对…进行理性的解释;对…加以科学的说明;使合理化;进行合理化改革;使有经济效益

with和…在一起; 和; 同; 跟; 有; 具有; 带有; 用; 使用; 以; 借

tangible 英 [ˈtændʒəbl] 美 [ˈtændʒəbl] adj. 有形的;实际的;真实的;可触摸的;可触知的;可感知的 n. 有形资产;可触知的或具体的某事物

things东西; 物; 物件; 物品; 事物; 用品，衣服; 用具; thing的复数

say说; 讲; 告诉; 念; 朗诵; 背诵; 表达，表述; 决定权; 发言权; 嘿，啧啧; 喂，我说

This is where gut decisions come from.

ps:这就是直觉决定的来源。

where在哪里; 到哪里; 处于哪种情形; 在那，到那; 在那里; 在该处; 在该情况下; …的地方; …情况下; 地方; 场所哪里

gut消化道; 肠道; 内脏; 胃，肚子; 损毁内部; 取出…的内脏; 以感情为基础的; 非理性的; 本能的

decisions决定，抉择; 决断; 果断; 作决定; 决策; decision的复数

come from来自某处; 出生于; 出身于

You 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 use that verb, it doesn't "feel" right?

Because the part of the brain that controls decision-making doesn't control language.

And the best we can muster up is, "I don't know. It just doesn't feel right."

ps:我们最好的办法就是“我不知道。只是感觉不对。”

muster 英 [ˈmʌstə(r)] 美 [ˈmʌstər] v. 找寻，聚集，激起(支持、勇气等);集合，召集，集结(尤指部队);赶拢(牛、羊) n. 聚集的人群;(尤指)集结的兵力

Or sometimes you say you're leading with your heart or you're leading with soul.

I hate to break it to you, those aren't other body parts controlling your behavior.

ps:我不想打断你，那不是控制你行为的其他身体部位。

hate厌恶，讨厌，憎恶; 憎恨，憎恶，仇恨; 不愿，不想; 憎恨; 厌恶; 仇恨; 所憎恶的人

break破，裂，碎; 弄坏; 损坏; 坏掉; 弄破; 使流血; 间歇; 休息; 课间休息; 间断; 暂停

those用来对已经提及的事物作补充说明; 人们;人; 那些; 用于提供更多的细节、信息

other另外; 其他; 那个，另一个; 其余的，另外的

body身体; 躯体; 躯干; 尸体; 死尸; 赋予形体

parts部分; 片段; 一点; 成员; 成分; 离开; 分别; 分离; 分开; 隔离; 分散; 解散; part的第三人称单数和复数

controlling指挥; 控制; 掌管; 支配; 限制; 限定; 阻止蔓延; control的现在分词

behavior行为; 性能; 表现; 习性

It's all happening here in your limbic brain, the part of the brain that controls decision-making and not language.

ps:这一切都发生在你的大脑边缘，大脑控制决策的部分，而不是语言。

all所有; 全部; 全体; 一切; 全部的，整个的; 唯一的事物; 所有的事物; 完全; 很; 十分; 非常; 太; 过分

happening事件; 发生的事情; 即兴艺术表演; 热闹的; 时髦的; 发生，出现; 出现，发生; 碰巧; 恰好; happen的现在分词

here在这里，向这里; 现在; 在这一点上; 给某人东西或指出某物时说; 喂，嘿; 主动提议时说

your你的; 您的; 你们的; 大家的，人们的; 指有名或经常被谈论的人或事物

limbic边的，缘的，边缘叶的

brain脑; 动物脑髓; 智力; 脑力; 逻辑思维能力; 猛击…的脑袋致死

part of部分

controls管理权，控制权，支配权; 控制能力; 限制; 限定; 约束; 管理; 管制; 指挥; 控制; 掌管; 支配; 阻止蔓延; control的第三人称单数和复数

decision-making决策

language语言; 语言文字; 言语; 说话; 某种类型的言语

But if you don't know why you do what you do, and people respond to why you do what you do.

ps:但如果你不知道你为什么要做你做的事，人们会对你为什么要做你做的事做出回应。

know知道; 知悉; 了解; 认识到; 懂得; 意识到; 确信; 确知; 肯定

why为什么，为何; 何必; 为什么，…的原因; 哎呀，呦，哟，嗨; 原因;理由;说明;难解的问题

what什么; …的事物; 无论什么; 凡是…的事物; 多么; 真; 太

people人; 人们; 大家; 人民，国民; 民族; 种族; 居住在; 把…挤满人; 住满居民; person的复数

respond to响应

Then how will anybody, 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.

Again, 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 you hire people who believe what you believe, they'll work for you with blood and sweat and tears.

ps:但如果你雇佣的人相信你所相信的，他们会为你付出血汗和眼泪。

hire租用; 租借; 聘用; 录用; 雇用; 临时雇用; 租赁; 新雇员; 新员工

people人; 人们; 大家; 人民，国民; 民族; 种族; 居住在; 把…挤满人; 住满居民; person的复数

who谁，什么人; 表示所指的人; 进一步提供有关某人的信息

believe相信; 认为真实; 把当真; 认为有可能; 认定; 看作

what什么; …的事物; 无论什么; 凡是…的事物; 多么; 真; 太

they他们; 她们; 它们; 用以代替he或she，指性别不详的人; 人们，人人，众人

work for被…雇用着; 为…尽力; 参加

tears撕裂; 撕碎; 扯破; 戳破; 撕开，划成，刺出，扯开; 拉掉; 撕掉; 拔掉; 扯掉; 

And nowhere else is there a better example than with the Wright brothers.

ps:没有比莱特兄弟更好的例子了。

nowhere无处; 哪里都不

else其他的; 别的; 另外的; 不同的

better较好的; 更好的; 能力更强的; 更熟练的; 更合适的; 更得体的; 更好; 更愉快; 不那么差; 更; 较大程度地; 更妥; 更恰当; 更好的事物; 较好者; 更有才智者; 更主要的人; 胜过; 超过; 改进社会地位，上进; good的比较级; well的比较级

example实例; 例证; 例子; 典型; 范例; 样品; 榜样; 楷模; 模范

than比; 多于，小于，少于; 就

with和…在一起; 和; 同; 跟; 有; 具有; 带有; 用; 使用; 以; 借

Exercises:

1. According to Sinek, where do our feelings actually come from?

 the middle two sections of the brain

2. What evidence shows that the golden circle theory is based on biology?

 Each part of the circle correlates with a different part of the brain.

3. To rationalize something means to try to find reasons to explain it.

4. To be grounded in something means to be based on it.

5. To break it to somebody means to tell them something unpleasant.

Fill in the blanks:

If you look at a cross-section of the human brain, looking from the top down. What you see is the human brain is actually broken into three major components that correlate perfectly with the golden circle.

The middle two sections make up our limbic brains.And our limbic brains are responsible for all of our feelings, like trust and loyalty.It's also responsible for all human behavior, all decision-making, and it has no capacity for language.In other words, when we communicate from the outside in,

Repeat & Read Sentences:

1. We challenge the status quo by making our products beautifully designed, simple to use and user-friendly.

2. Everything we do, we believe in challenging the status quo.

3. We say what we do, we say how we're different or better and we expect some sort of a behavior, a purchase, or a vote.

4. The part of the brain that controls decision-making doesn't control language.

5. People don't buy what you do; they buy why you do it.