People Do Not Buy What You Do; They Buy Why You Do It. And if I talk about what is believed you will attract those who believe what you believe. But Why Is It Important to Attract People Who Believe What You Believe? Everything called the universal law of improvement. And if you do not know about the law, you definitely need to know this term. The first 2.5% of the world's population are pioneers seeking new things. The next 13.5% of the world's population are early adopters. And the Next 34 Percent, the Majority. Mostly the latecomers and the last ones. The only reason these people buy touchscreen phones is because they can no longer buy rotary phones.
We all stand at different points at different times along this scale,but what this universal law of improvement wants to tell us is that if you want to succeed in the mass market or mass-market acceptance of the idea, You cannot have it until you reach this turning point around 15 to 18 percent market share. And Next Are the System Peaks. And I like to ask about the business, “What is your exchange rate in your new business?” And They Like to Answer Proudly: ‘Oh, It Is About 10 Percent.’ Well, you could capture 10 percent of customers. All You Have Is the 10 Percent Who Just ‘Get It.’ That is how we describe them, right?It is like a gut feeling: ‘Wow, they just get it.’ The question is: How do you find someone who understands it before you do business with them, compared with those who do not understand it? So here it is, this small gap, that you need to move closer, as Jeffrey Moore calls it, “crossing the chasm.” You see, because most of the first will not try something until someone tried it first. And These People, the Innovators and Early Adopters, they feel comfortable making those committed decisions. They are more comfortable making intuitive decisions are guided by what they believe about the world and not merely product value.
Those are the people queuing for around six hours to buy iPhones as soon as they are released, when you can go to the store next week and buy one off the shelf. There are people who spend $40,000f or flat-screen TVs when they were first introduced, even substandard technology. And, by the way, they do not do that because technology is so wonderful. They do it for themselves. It is because they want to be first. People Do Not Buy What You Do; They Buy Why You Do It. And What You Do Simply prove what you believe. In reality, people will do thingsthat proves what they believe. Why people buy iPhones in the first 6 hours, queue for 6 hours, is because they believe in the world, and how they want others to see them.They are the first. People Do Not Buy What You Do; They Buy Why You Do It.
So let me give you a famous example, a famous failure and a famous successof that universal law of improvement. First is famous failure. It Is a Commercial Example. As we said a few seconds ago, The formula for success is money, the right buyer, and the right market conditions. Yes, you will achieve that success. Looking at TiVO Since TiVo Was Introduced, About 8 or 9 Years Ago, up to today, They are the best-quality and only product on the market, put your hands down, no arguing. They are extremely well funded. Market conditions are absolutely perfect. I mean, we use TiVo as a verb I constantly TiVo my miscellaneous stuff on that Time Warmer movie machine.
But TiVo Was a Commercial Failure. They have never made money. And When They Reached the IPO their shares were around 30 or 40 dollars And then it fell, and it has never traded above 10. In fact, I have never seen it trade above 6, except for a few slight sudden increases. Because, as you see, when TiVo introduced its product, they tell us everything they have. They say, we have a product that can pause live television, fast-forward through advertisements, rewind live programs and remember your viewing habits you have never even asked.” And most skeptics say, “We don't believe you. We do not need it. We do not like it. You are threatening us.” If, if they say, “If you are someone who like having complete control every aspect of your life, boy, we have 1 product for you. It pauses live television, skips commercials, remember your movie-watching habits, and so on.” People Do Not Buy What You Do; They Buy Why You Do It. And What You Offer Them Is Simply Like evidence of what you believe.
Now let me give you an example of success of the universal law of improvement. In the summer of 1963, 250,000 people showed up on the shopping mall in Washington to hear Dr. King speak. No, no invitations were sent, and there was no website here to check the event date either. How do you do it? Well, Dr. King was not the only person in America but a great orator. He is also not the only person in America to endure in an earlier period of American workers' rights. In fact, some of his ideas are bad. But He Had a Special Talent. He did not go around telling people what needed to change in America. He went around telling people what he believed. “I believe. I believe. I believe,” He told everyone. And Those Who Believe What He Believes took his motivation and made it their own, and they tell others. And Some of These People Created Structures to reach even more people. Slowly and attentively, 250,00 people showed up on the right day, at the right time to hear him speak.
How many people showed up for him? Zero. They show up for themselves. That is what they believe about America that made them take a bus for nearly 8 hours, and stood in the sunshine in Washington in mid-August. It is what they believe, and it is not about black and white. 25% of viewers are white. Dr. King believed that there are two types of laws in this world,things done by higher authorities and laws made by humans.And Not Until All the Laws Made by People consistent with laws made by higher authorities, we will live in just one world. It just so happened that the Civil Rights Movement was a wonderful thing that helped him bring his reason to life. We follow, not for him, but for ourselves And, by the way, he gave an “I Have a Dream” speech, rather than the “I Have a Plan” speech.
Listen to today's politicians with their comprehensive 12-point plans. They do not inspire anyone. Because these are leaders, and these are those who lead. Leaders Who Hold Positions for Power and power. But Those Who Lead Inspire Us Whether they are individuals or organizations, We follow those who lead, not because we have to, but because we want to. We follow those who lead, not for them, but for ourselves. And those are the people who start with “Why” that has the ability to inspire those around them or seek out people who inspire them.
Thank you all very much.
Review part 1: https://yup.edu.vn/vong-tron-vang-bi-mat-gay-anh-huong-cua-nguoi-lanh-dao-p1/
Part 2: https://yup.edu.vn/vong-tron-vang-bi-mat-gay-anh-huong-cua-nguoi-lanh-dao-p2/
Source: TedxTalk
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