介绍： About three and a half years ago, I made a discovery. And 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. As it turns out, there's a pattern. As it turns out, all the great inspiring leaders and organizations in the ...

介绍： About three and a half years ago, I made a discovery. And 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. As it turns out, there's a pattern. As it turns out, all the great 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 way. And it's the complete opposite to everyone else. All I did was codify it, and it's probably the world's simplest idea. I call it the golden circle.
codify /'kəʊdɪfaɪ/ vt. 编纂，编成法典
大概三年半之前，我有了个新发现，这个发现完全改变了我对这个世界如何运作的看法。甚至从根本上改变了我的工作生活方式。那就是我发现了一种模式，我发现世界上所有伟大的令人振奋的领袖和组织，无论是苹果公司、马丁•路德•金还是怀特兄弟，他们思考、行动、交流沟通的方式都完全一样，但是跟所有其他人的方式完全相反。我所做的仅仅是把它整理出来。这可能是世上最简单的概念。 我称它为黄金圆环。

Why? How? What? This little idea explains why some organizations and some leaders are able to inspire where others aren't. Let me define the terms really quickly. Every single person, every single organization on the planet knows what they do, 100 percent. Some know how they do it, whether you call it your differentiated value proposition or your proprietary process or your USP. But very, very few people or organizations know why they do what they do. And by "why" I don't mean "to make a profit." That's a result. It's always a result. By "why," I mean: What's your purpose? What's your cause? What's your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care?
differentiate /,dɪfə'renʃɪeɪt/ v. 区分，区别
We do not differentiate between our employees on the basis of their race, religion, or national origin.
我们不会因员工的种族、宗教或原籍国不同而区别对待。
proprietary /prə'praɪət(ə)rɪ/ adj. 所有的，专利的；n. 所有权，所有人
为什么？怎么做？是什么？这小小的模型就解释了为什么一些组织和领导者能够在别人不能的地方激发出灵感和潜力。我来快速解释一下这些术语。地球上的每个人，每个组织都百分之百明白自己做的是什么。其中一些知道该怎么做，你可以称之为是你的差异价值，或是你的独特工艺，或是你的独特卖点，怎么说都行。但是非常，非常少的人和组织明白为什么这么做。这里的“为什么”和“创造利润”没有关系，利润只是一个结果，永远只能是一个结果。我说的“为什么”指的是：你的目的是什么？你这样做的原因是什么？你怀着什么样的信念？你的机构为什么而存在？你每天早上是为什么而起床？为什么别人要在乎你？