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People Do Not Buy What You Do; They Buy Why You Do It.<\/span> And if I talk about what is believed<\/span> you will attract those who believe what you believe.<\/span> But Why Is It Important to Attract People Who Believe What You Believe?<\/span> Everything called the universal law of improvement.<\/span> And if you do not know about the law, you definitely need to know this term.<\/span> The first 2.5% of the world's population<\/span> are pioneers seeking new things.<\/span> The next 13.5% of the world's population<\/span> are early adopters.<\/span> And the Next 34 Percent, the Majority.<\/span> Mostly the latecomers and the last ones.<\/span> The only reason these people buy touchscreen phones<\/span> is because they can no longer buy rotary phones.<\/span><\/p>\n We all stand at different points at different times along this scale,<\/span>but what this universal law of improvement wants to tell us<\/span> is that if you want to succeed in the mass market<\/span> or mass-market acceptance of the idea,<\/span> You cannot have it<\/span> until you reach this turning point<\/span> around 15 to 18 percent market share.<\/span> And Next Are the System Peaks.<\/span> And I like to ask about the business, \u201cWhat is your exchange rate in your new business?\u201d<\/span> And They Like to Answer Proudly: \u2018Oh, It Is About 10 Percent.\u2019<\/span> Well, you could capture 10 percent of customers.<\/span> All You Have Is the 10 Percent Who Just \u2018Get It.\u2019<\/span> That is how we describe them, right?<\/span>It is like a gut feeling: \u2018Wow, they just get it.\u2019<\/span> The question is: How do you find someone who understands it<\/span> before you do business with them, compared with those who do not understand it?<\/span> So here it is, this small gap,<\/span> that you need to move closer,<\/span> as Jeffrey Moore calls it, \u201ccrossing the chasm.\u201d<\/span> You see, because most of the first<\/span> will not try something<\/span> until someone<\/span> tried it first.<\/span> And These People, the Innovators and Early Adopters,<\/span> they feel comfortable making those committed decisions.<\/span> They are more comfortable making intuitive decisions<\/span> are guided by what they believe about the world<\/span> and not merely product value.<\/span><\/p>\n Those are the people queuing for around six hours<\/span> to buy iPhones as soon as they are released,<\/span> when you can go to the store next week<\/span> and buy one off the shelf.<\/span> There are people who spend $40,000<\/span>f or flat-screen TVs when they were first introduced,<\/span> even substandard technology.<\/span> And, by the way, they do not do that<\/span> because technology is so wonderful.<\/span> They do it for themselves.<\/span> It is because they want to be first.<\/span> People Do Not Buy What You Do; They Buy Why You Do It.<\/span> And What You Do Simply<\/span> prove what you believe.<\/span> In reality, people will do things<\/span>that proves what they believe.<\/span> Why people buy iPhones<\/span> in the first 6 hours,<\/span> queue for 6 hours,<\/span> is because they believe in the world,<\/span> and how they want others to see them.<\/span>They are the first.<\/span> People Do Not Buy What You Do; They Buy Why You Do It.<\/span><\/p>\n So let me give you a famous example,<\/span> a famous failure and a famous success<\/span>of that universal law of improvement.<\/span> First is famous failure.<\/span> It Is a Commercial Example.<\/span> As we said a few seconds ago,<\/span> The formula for success is money, the right buyer, and the right market conditions.<\/span> Yes, you will achieve that success.<\/span> Looking at TiVO<\/span> Since TiVo Was Introduced, About 8 or 9 Years Ago,<\/span> up to today,<\/span> They are the best-quality and only product on the market,<\/span> put your hands down, no arguing.<\/span> They are extremely well funded.<\/span> Market conditions are absolutely perfect.<\/span> I mean, we use TiVo as a verb<\/span> I constantly TiVo my miscellaneous stuff on that Time Warmer movie machine.<\/span><\/p>\n But TiVo Was a Commercial Failure.<\/span> They have never made money.<\/span> And When They Reached the IPO<\/span> their shares were around 30 or 40 dollars<\/span> And then it fell, and it has never traded above 10.<\/span> In fact, I have never seen it trade above 6,<\/span> except for a few slight sudden increases.<\/span> Because, as you see, when TiVo introduced its product,<\/span> they tell us everything they have.<\/span> They say, we have a product that can pause live television,<\/span> fast-forward through advertisements, rewind live programs<\/span> and remember your viewing habits<\/span> you have never even asked.\u201d<\/span> And most skeptics say,<\/span> \u201cWe don't believe you.<\/span> We do not need it. We do not like it.<\/span> You are threatening us.\u201d<\/span> If, if they say,<\/span> \u201cIf you are someone who<\/span> like having complete control<\/span> every aspect of your life,<\/span> boy, we have 1 product for you.<\/span> It pauses live television, skips commercials,<\/span> remember your movie-watching habits, and so on.\u201d<\/span> People Do Not Buy What You Do; They Buy Why You Do It.<\/span> And What You Offer Them Is Simply Like<\/span> evidence of what you believe.<\/span><\/p>\n Now let me give you an example of success<\/span> of the universal law of improvement.<\/span> In the summer of 1963,<\/span> 250,000 people showed up<\/span> on the shopping mall in Washington<\/span> to hear Dr. King speak.<\/span> No, no invitations were sent,<\/span> and there was no website here to check the event date either.<\/span> How do you do it?<\/span> Well, Dr. King was not the only person in America<\/span> but a great orator.<\/span> He is also not the only person in America to endure<\/span> in an earlier period of American workers' rights.<\/span> In fact, some of his ideas are bad.<\/span> But He Had a Special Talent.<\/span> He did not go around telling people what needed to change in America.<\/span> He went around telling people what he believed.<\/span> \u201cI believe. I believe. I believe,\u201d<\/span> He told everyone.<\/span> And Those Who Believe What He Believes<\/span> took his motivation and made it their own,<\/span> and they tell others.<\/span> And Some of These People Created Structures<\/span> to reach even more people.<\/span> Slowly and attentively,<\/span> 250,00 people showed up<\/span> on the right day, at the right time<\/span> to hear him speak.<\/span><\/p>\n How many people showed up for him?<\/span> Zero.<\/span> They show up for themselves.<\/span> That is what they believe about America<\/span> that made them take a bus for nearly 8 hours,<\/span> and stood in the sunshine in Washington in mid-August.<\/span> It is what they believe, and it is not about black and white.<\/span> 25% of viewers are white.<\/span> Dr. King believed that<\/span> there are two types of laws in this world,<\/span>things done by higher authorities<\/span> and laws made by humans.<\/span>And Not Until All the Laws Made by People<\/span> consistent with laws made by higher authorities,<\/span> we will live in just one world.<\/span> It just so happened that the Civil Rights Movement<\/span> was a wonderful thing that helped him<\/span> bring his reason to life.<\/span> We follow, not for him, but for ourselves<\/span> And, by the way, he gave an \u201cI Have a Dream\u201d speech,<\/span> rather than the \u201cI Have a Plan\u201d speech.<\/span><\/p>\n Listen to today's politicians with their comprehensive 12-point plans.<\/span> They do not inspire anyone.<\/span> Because these are leaders, and these are those who lead.<\/span> Leaders Who Hold Positions for Power<\/span> and power.<\/span> But Those Who Lead Inspire Us<\/span> Whether they are individuals or organizations,<\/span> We follow those who lead,<\/span> not because we have to,<\/span> but because we want to.<\/span> We follow those who lead, not for them,<\/span> but for ourselves.<\/span> And those are the people who start with \u201cWhy\u201d<\/span> that has the ability<\/span> to inspire those around them<\/span> or seek out people who inspire them.<\/span><\/p>\n Thank you all very much.<\/p>\n Revisit Part 1: http:\/\/yup.edu.vn\/vong-tron-vang-bi-mat-gay-anh-huong-cua-nguoi-lanh-dao-p1\/<\/p>\n Part 2: http:\/\/yup.edu.vn\/vong-tron-vang-bi-mat-gay-anh-huong-cua-nguoi-lanh-dao-p2\/<\/p>\n Source: TedxTalk<\/p>\n