I like this idea of leadership I like talking about it I like learning about
talking about it I like learning about
talking about it I like learning about it and I like meeting leaders but what I
it and I like meeting leaders but what I
it and I like meeting leaders but what I find very interesting is to have a
find very interesting is to have a
find very interesting is to have a discussion about leadership very often
discussion about leadership very often
discussion about leadership very often we don’t actually have a good definition
we don’t actually have a good definition
we don’t actually have a good definition of what a leader is and so we engage in
of what a leader is and so we engage in
of what a leader is and so we engage in these discussions to try and figure out
these discussions to try and figure out
these discussions to try and figure out sort of what good leadership looks like
sort of what good leadership looks like
sort of what good leadership looks like how we should do it and yet we don’t
how we should do it and yet we don’t
how we should do it and yet we don’t necessarily have an agreed-upon
necessarily have an agreed-upon
necessarily have an agreed-upon definition so let’s let’s start there to
definition so let’s let’s start there to
definition so let’s let’s start there to be a leader requires one thing and one
be a leader requires one thing and one
be a leader requires one thing and one thing only followers that’s it it has
thing only followers that’s it it has
thing only followers that’s it it has nothing to do with rank it has nothing
nothing to do with rank it has nothing
nothing to do with rank it has nothing to do with position all it requires that
to do with position all it requires that
to do with position all it requires that someone else raise their hand and
someone else raise their hand and
someone else raise their hand and volunteer to go in the direction you
volunteer to go in the direction you
volunteer to go in the direction you point that’s all it takes we can make
point that’s all it takes we can make
point that’s all it takes we can make people do things but when someone
people do things but when someone
people do things but when someone chooses to go in a direction you set
chooses to go in a direction you set
chooses to go in a direction you set sometimes at personal sacrifice then you
sometimes at personal sacrifice then you
sometimes at personal sacrifice then you are a leader the question is why should
are a leader the question is why should
are a leader the question is why should anyone follow you as it turns out there
anyone follow you as it turns out there
anyone follow you as it turns out there are two ways to influence human behavior
are two ways to influence human behavior
are two ways to influence human behavior you can manipulate people or you can
you can manipulate people or you can
you can manipulate people or you can inspire them those are your options in
inspire them those are your options in
inspire them those are your options in the business world we are all very
the business world we are all very
the business world we are all very familiar with many manipulative
familiar with many manipulative
familiar with many manipulative techniques for example price prices and
techniques for example price prices and
techniques for example price prices and manipulation if you drop your price low
manipulation if you drop your price low
manipulation if you drop your price low enough people will buy from you this is
enough people will buy from you this is
enough people will buy from you this is the concept behind a sale things are a
the concept behind a sale things are a
the concept behind a sale things are a price to move right promotions to for
price to move right promotions to for
price to move right promotions to for one free toy inside buy one get one free
one free toy inside buy one get one free
one free toy inside buy one get one free and the b2b space we call it value-added
and the b2b space we call it value-added
and the b2b space we call it value-added the concept is the same it’s giving
the concept is the same it’s giving
the concept is the same it’s giving stuff away for free to reduce someone’s
stuff away for free to reduce someone’s
stuff away for free to reduce someone’s risks they’ll choose you over the
risks they’ll choose you over the
risks they’ll choose you over the competition
competition
competition it is highly
it is highly
it is highly what a lot of organizations like to call
what a lot of organizations like to call
what a lot of organizations like to call innovation is in reality novelty real
innovation is in reality novelty real
innovation is in reality novelty real innovation changes the course of
innovation changes the course of
innovation changes the course of industries if not the way we live our
industries if not the way we live our
industries if not the way we live our very lives the fax machine the light
very lives the fax machine the light
very lives the fax machine the light bulb the microwave oven iTunes this is
bulb the microwave oven iTunes this is
bulb the microwave oven iTunes this is real innovation adding a camera to your
real innovation adding a camera to your
real innovation adding a camera to your cell phone is a wonderful feature but it
cell phone is a wonderful feature but it
cell phone is a wonderful feature but it is not an innovation it is the
is not an innovation it is the
is not an innovation it is the difference between steps and leaps and
difference between steps and leaps and
difference between steps and leaps and what most organizations like to call
what most organizations like to call
what most organizations like to call innovation is in reality little steps or
innovation is in reality little steps or
innovation is in reality little steps or little novelties I’ll give you an
little novelties I’ll give you an
little novelties I’ll give you an example in the 1970s do you know how
example in the 1970s do you know how
example in the 1970s do you know how many choices of Colgate toothpaste there
many choices of Colgate toothpaste there
many choices of Colgate toothpaste there were – do you know many there are now
were – do you know many there are now
were – do you know many there are now take a guess 30 and that doesn’t include
take a guess 30 and that doesn’t include
take a guess 30 and that doesn’t include the six for children right there are 30
the six for children right there are 30
the six for children right there are 30 different choices of Colgate toothpaste
different choices of Colgate toothpaste
different choices of Colgate toothpaste and that’s just Colgate which means the
and that’s just Colgate which means the
and that’s just Colgate which means the competition is offering about the same
competition is offering about the same
competition is offering about the same number of products about the same price
number of products about the same price
number of products about the same price about the same quality about the same
about the same quality about the same
about the same quality about the same service there are literally hundreds of
service there are literally hundreds of
service there are literally hundreds of choices of toothpaste and yet I have no
choices of toothpaste and yet I have no
choices of toothpaste and yet I have no data to show that we’re brushing our
data to show that we’re brushing our
data to show that we’re brushing our teeth now more than we were 30 or 40
teeth now more than we were 30 or 40
teeth now more than we were 30 or 40 years ago what happened
years ago what happened
years ago what happened began the late 1970s was annoying little
began the late 1970s was annoying little
began the late 1970s was annoying little thing called globalization and markets
thing called globalization and markets
thing called globalization and markets expanded and you know and barriers to
expanded and you know and barriers to
expanded and you know and barriers to entry dropped and so here you had a
entry dropped and so here you had a
entry dropped and so here you had a company that was doing just fine and
company that was doing just fine and
company that was doing just fine and then as competition entered it they saw
then as competition entered it they saw
then as competition entered it they saw the metrics go down profit market share
the metrics go down profit market share
the metrics go down profit market share revenue doesn’t matter the metric went
revenue doesn’t matter the metric went
revenue doesn’t matter the metric went down and so to combat this they added a
down and so to combat this they added a
down and so to combat this they added a new product this one has fluoride and
new product this one has fluoride and
new product this one has fluoride and everybody went ooh shiny and they all
everybody went ooh shiny and they all
everybody went ooh shiny and they all tried it
tried it
tried it and the metric went up but the problem
and the metric went up but the problem
and the metric went up but the problem with competition is they compete and so
with competition is they compete and so
with competition is they compete and so the competition match the product and so
the competition match the product and so
the competition match the product and so they all had fluoride all the sudden and
they all had fluoride all the sudden and
they all had fluoride all the sudden and then the novelty wore off and the metric
then the novelty wore off and the metric
then the novelty wore off and the metric went down again well it worked the first
went down again well it worked the first
went down again well it worked the first time so we’ll do it again and again and
time so we’ll do it again and again and
time so we’ll do it again and again and again and again until you have 30
again and again until you have 30
again and again until you have 30 different line extensions and what does
different line extensions and what does
different line extensions and what does so many companies complain about how do
so many companies complain about how do
so many companies complain about how do we differentiate ourselves this is very
we differentiate ourselves this is very
we differentiate ourselves this is very funny to me right how do we get out of a
funny to me right how do we get out of a
funny to me right how do we get out of a problem that we created for ourselves
problem that we created for ourselves
problem that we created for ourselves and so they resort to any number of
and so they resort to any number of
and so they resort to any number of other manipulations and there are many
other manipulations and there are many
other manipulations and there are many other fears a fantastic manipulator you
other fears a fantastic manipulator you
other fears a fantastic manipulator you can scare people into doing all kinds of
can scare people into doing all kinds of
can scare people into doing all kinds of things if you’re a parent you know
things if you’re a parent you know
things if you’re a parent you know exactly what I’m talking about peer
exactly what I’m talking about peer
exactly what I’m talking about peer pressure
pressure
pressure wonderful manipulator we’ve all sat in
wonderful manipulator we’ve all sat in
wonderful manipulator we’ve all sat in our offices and had someone try to sell
our offices and had someone try to sell
our offices and had someone try to sell us something and told us that 70% of
us something and told us that 70% of
us something and told us that 70% of your competition is using our service
your competition is using our service
your competition is using our service why aren’t you maybe 70% of my
why aren’t you maybe 70% of my
why aren’t you maybe 70% of my competition or idiots maybe 70% of my
competition or idiots maybe 70% of my
competition or idiots maybe 70% of my competition was offered a price so low
competition was offered a price so low
competition was offered a price so low they couldn’t resist I don’t know but
they couldn’t resist I don’t know but
they couldn’t resist I don’t know but when we hear that the majority is doing
when we hear that the majority is doing
when we hear that the majority is doing something we fear that we’re being left
something we fear that we’re being left
something we fear that we’re being left out of something or that they know
out of something or that they know
out of something or that they know something that we don’t
something that we don’t
something that we don’t and it affects our behavior remember
and it affects our behavior remember
and it affects our behavior remember that old TV commercial four to five
that old TV commercial four to five
that old TV commercial four to five dentists preferred Trident sugarless gum
dentists preferred Trident sugarless gum
dentists preferred Trident sugarless gum over the other I always want to know
over the other I always want to know
over the other I always want to know what that one dentist knows that the
what that one dentist knows that the
what that one dentist knows that the other is that the others don’t and we
other is that the others don’t and we
other is that the others don’t and we could go on there are many many other
could go on there are many many other
could go on there are many many other manipulations the fact of the matter is
manipulations the fact of the matter is
manipulations the fact of the matter is every single one of these manipulations
every single one of these manipulations
every single one of these manipulations works that’s why we use them and we use
works that’s why we use them and we use
works that’s why we use them and we use them internally inside our own
them internally inside our own
them internally inside our own organizations as well any manner of
organizations as well any manner of
organizations as well any manner of carrots or sticks you know officers of
carrots or sticks you know officers of
carrots or sticks you know officers of bound offers of bounty or threats of
bound offers of bounty or threats of
bound offers of bounty or threats of punishment to get people to act one way
punishment to get people to act one way
punishment to get people to act one way or another they are all highly highly
or another they are all highly highly
or another they are all highly highly effective which is why we use them the
effective which is why we use them the
effective which is why we use them the problem is none of them breed loyalty
problem is none of them breed loyalty
problem is none of them breed loyalty the problem is none of them engender
the problem is none of them engender
the problem is none of them engender trust the problem is over the course of
trust the problem is over the course of
trust the problem is over the course of time they cost more money because
time they cost more money because
time they cost more money because someone has to pay for all this stuff
someone has to pay for all this stuff
someone has to pay for all this stuff and over the course of time it increases
and over the course of time it increases
and over the course of time it increases stress both for the buyer and for the
stress both for the buyer and for the
stress both for the buyer and for the seller we live in a world in which
seller we live in a world in which
seller we live in a world in which people are bombarded every single day
people are bombarded every single day
people are bombarded every single day with manipulations from all sides at
with manipulations from all sides at
with manipulations from all sides at work at home which television you’re
work at home which television you’re
work at home which television you’re gonna go by which cell phone company to
gonna go by which cell phone company to
gonna go by which cell phone company to use all the time we are bombarded by
use all the time we are bombarded by
use all the time we are bombarded by manipulations in other words it is
manipulations in other words it is
manipulations in other words it is stressful to be a decision maker it is
stressful to be a decision maker it is
stressful to be a decision maker it is hard to choose we don’t even know what’s
hard to choose we don’t even know what’s
hard to choose we don’t even know what’s the right decision anymore because
the right decision anymore because
the right decision anymore because there’s so much but it’s stressful for
there’s so much but it’s stressful for
there’s so much but it’s stressful for the sellers as well in the world in
the sellers as well in the world in
the sellers as well in the world in which bombarding people with information
which bombarding people with information
which bombarding people with information is the norm how do we truly stand out
is the norm how do we truly stand out
is the norm how do we truly stand out how truly do we get heard if we had
how truly do we get heard if we had
how truly do we get heard if we had something special
something special
something special it’s called stress and this is largely
it’s called stress and this is largely
it’s called stress and this is largely the world we work in today but there’s
the world we work in today but there’s
the world we work in today but there’s an alternative and that alternative is
an alternative and that alternative is
an alternative and that alternative is called inspiration and there are only a
called inspiration and there are only a
called inspiration and there are only a few leaders and a few organizations that
few leaders and a few organizations that
few leaders and a few organizations that tend to rely vastly more in inspiration
tend to rely vastly more in inspiration
tend to rely vastly more in inspiration than manipulation and I’ll talk about
than manipulation and I’ll talk about
than manipulation and I’ll talk about some of the big ones like Apple or
some of the big ones like Apple or
some of the big ones like Apple or Harley Davidson or Southwest Airlines
Harley Davidson or Southwest Airlines
Harley Davidson or Southwest Airlines but you see some great leaders as well
but you see some great leaders as well
but you see some great leaders as well like JFK or Nelson Mandela or Martin
like JFK or Nelson Mandela or Martin
like JFK or Nelson Mandela or Martin Luther King what I learned is that
Luther King what I learned is that
Luther King what I learned is that regardless of their size and regardless
regardless of their size and regardless
regardless of their size and regardless of their industry every single one of
of their industry every single one of
of their industry every single one of these leaders every single one of these
these leaders every single one of these
these leaders every single one of these organizations think act and communicate
organizations think act and communicate
organizations think act and communicate the exact same way
the exact same way
the exact same way it’s the complete opposite to the rest
it’s the complete opposite to the rest
it’s the complete opposite to the rest of us all I did was write it down it’s
of us all I did was write it down it’s
of us all I did was write it down it’s probably the world’s simplest idea I
probably the world’s simplest idea I
probably the world’s simplest idea I call it the Golden Circle it’s basically
call it the Golden Circle it’s basically
call it the Golden Circle it’s basically three concentric circles a bull’s-eye in
three concentric circles a bull’s-eye in
three concentric circles a bull’s-eye in the middle is why the center ring is how
the middle is why the center ring is how
the middle is why the center ring is how and the outside ring is what why how
and the outside ring is what why how
and the outside ring is what why how what is this little idea that
what is this little idea that
what is this little idea that distinguishes those with the capacity to
distinguishes those with the capacity to
distinguishes those with the capacity to inspire versus everyone else let me
inspire versus everyone else let me
inspire versus everyone else let me define the terms really quickly every
define the terms really quickly every
define the terms really quickly every single organization on the planet knows
single organization on the planet knows
single organization on the planet knows what they do these are the products you
what they do these are the products you
what they do these are the products you sell the services you offer right some
sell the services you offer right some
sell the services you offer right some know how they do it whether you call it
know how they do it whether you call it
know how they do it whether you call it your differentiating value proposition
your differentiating value proposition
your differentiating value proposition your proprietary process your USP
your proprietary process your USP
your proprietary process your USP whatever you want to call it these are
whatever you want to call it these are
whatever you want to call it these are the things that you think make you
the things that you think make you
the things that you think make you different or special or stand out from
different or special or stand out from
different or special or stand out from the competition stand out from the crowd
the competition stand out from the crowd
the competition stand out from the crowd but very very few organizations and very
but very very few organizations and very
but very very few organizations and very very few people can clearly articulate
very few people can clearly articulate
very few people can clearly articulate why they do what they do and by why I
why they do what they do and by why I
why they do what they do and by why I don’t mean to make money that’s a result
don’t mean to make money that’s a result
don’t mean to make money that’s a result by why I don’t mean to complete the
by why I don’t mean to complete the
by why I don’t mean to complete the mission that’s also a result by why I
mission that’s also a result by why I
mission that’s also a result by why I mean what is your purpose what is your
mean what is your purpose what is your
mean what is your purpose what is your cause what is your belief why does your
cause what is your belief why does your
cause what is your belief why does your company exist I mean do we really need
company exist I mean do we really need
company exist I mean do we really need another one why did you get out of bed
another one why did you get out of bed
another one why did you get out of bed this morning and why should anyone care
this morning and why should anyone care
this morning and why should anyone care as a result the way we think the way we
as a result the way we think the way we
as a result the way we think the way we act the way we communicate is from the
act the way we communicate is from the
act the way we communicate is from the outside in we tend to go from the
outside in we tend to go from the
outside in we tend to go from the clearest thing to the fuzziest thing we
clearest thing to the fuzziest thing we
clearest thing to the fuzziest thing we tell people what we do we tell them how
tell people what we do we tell them how
tell people what we do we tell them how we’re different or how we’re better and
we’re different or how we’re better and
we’re different or how we’re better and expect some sort of behavior but not
expect some sort of behavior but not
expect some sort of behavior but not those leaders with the capacity to
those leaders with the capacity to
those leaders with the capacity to inspire every single one of them
inspire every single one of them
inspire every single one of them regardless of their size regardless of
regardless of their size regardless of
regardless of their size regardless of their industry thinks acts and
their industry thinks acts and
their industry thinks acts and communicates from the inside out I’ll
communicates from the inside out I’ll
communicates from the inside out I’ll give you an example I use Apple
give you an example I use Apple
give you an example I use Apple frequently bless you I use Apple
frequently bless you I use Apple
frequently bless you I use Apple frequently simply because they’re easy
frequently simply because they’re easy
frequently simply because they’re easy to understand and we all get it if Apple
to understand and we all get it if Apple
to understand and we all get it if Apple were like everyone else a piece of
were like everyone else a piece of
were like everyone else a piece of communication would sound like this we
communication would sound like this we
communication would sound like this we make great computers
make great computers
make great computers they’re beautifully designed simple to
they’re beautifully designed simple to
they’re beautifully designed simple to use and user friendly what a buy one
use and user friendly what a buy one
use and user friendly what a buy one right that’s normal here’s our new car
right that’s normal here’s our new car
right that’s normal here’s our new car it’s got tinted windows great gas
it’s got tinted windows great gas
it’s got tinted windows great gas mileage leather seats choose us right
mileage leather seats choose us right
mileage leather seats choose us right here’s our law firm we’ve got all the
here’s our law firm we’ve got all the
here’s our law firm we’ve got all the best lawyers we went to all the best
best lawyers we went to all the best
best lawyers we went to all the best schools we went all of our cases we work
schools we went all of our cases we work
schools we went all of our cases we work with some of the biggest companies
with some of the biggest companies
with some of the biggest companies choosers
choosers
choosers this is normal here’s how Apple actually
this is normal here’s how Apple actually
this is normal here’s how Apple actually communicates they start with why
communicates they start with why
communicates they start with why everything we do they say we believe in
everything we do they say we believe in
everything we do they say we believe in challenging the status quo we believe in
challenging the status quo we believe in
challenging the status quo we believe in thinking differently the way we
thinking differently the way we
thinking differently the way we challenge the status quo is by making
challenge the status quo is by making
challenge the status quo is by making our products beautifully designed simple
our products beautifully designed simple
our products beautifully designed simple to use and user friendly we just happen
to use and user friendly we just happen
to use and user friendly we just happen to make great computers
totally different no trickery no
totally different no trickery no manipulation the celebrity endorsements
manipulation the celebrity endorsements
manipulation the celebrity endorsements all I did was reverse the order of the
all I did was reverse the order of the
all I did was reverse the order of the information but it starts to show us is
information but it starts to show us is
information but it starts to show us is that it’s not what you do that matters
that it’s not what you do that matters
that it’s not what you do that matters it’s why you do it and people don’t buy
it’s why you do it and people don’t buy
it’s why you do it and people don’t buy what you do they buy why you do it what
what you do they buy why you do it what
what you do they buy why you do it what you do simply serves as the tangible
you do simply serves as the tangible
you do simply serves as the tangible proof of what you believe this is why
proof of what you believe this is why
proof of what you believe this is why every single person in this room is
every single person in this room is
every single person in this room is perfectly comfortable with the idea that
perfectly comfortable with the idea that
perfectly comfortable with the idea that Apple sells computers and phones and
Apple sells computers and phones and
Apple sells computers and phones and DVRs and mp3 players apples just a
DVRs and mp3 players apples just a
DVRs and mp3 players apples just a company that’s all they are every single
company that’s all they are every single
company that’s all they are every single one of their competitors pick one it
one of their competitors pick one it
one of their competitors pick one it doesn’t matter Dell HP Compaq every
doesn’t matter Dell HP Compaq every
doesn’t matter Dell HP Compaq every single one of their competitors is
single one of their competitors is
single one of their competitors is equally qualified to make every single
equally qualified to make every single
equally qualified to make every single product that Apple makes every single
product that Apple makes every single
product that Apple makes every single one of them has equal and open access
one of them has equal and open access
one of them has equal and open access the same consultants the same agencies
the same consultants the same agencies
the same consultants the same agencies the same media the same talent the same
the same media the same talent the same
the same media the same talent the same resources it’s a zero-sum game the
resources it’s a zero-sum game the
resources it’s a zero-sum game the difference is their competitors have
difference is their competitors have
difference is their competitors have defined themselves by what they do we
defined themselves by what they do we
defined themselves by what they do we make computers Apple has defined
make computers Apple has defined
make computers Apple has defined themselves by why they exist to
themselves by why they exist to
themselves by why they exist to challenge the status quo to give the
challenge the status quo to give the
challenge the status quo to give the individual the opportunity to stand up
individual the opportunity to stand up
individual the opportunity to stand up to Big Brother and find a simpler
to Big Brother and find a simpler
to Big Brother and find a simpler alternative and everything they say and
alternative and everything they say and
alternative and everything they say and everything they do simply serves as
everything they do simply serves as
everything they do simply serves as tangible proof of what they believe Dell
tangible proof of what they believe Dell
tangible proof of what they believe Dell is a perfectly good company that makes
is a perfectly good company that makes
is a perfectly good company that makes perfectly good products that’s every
perfectly good products that’s every
perfectly good products that’s every little bit qualified to make every
little bit qualified to make every
little bit qualified to make every single product that Apple makes and a
single product that Apple makes and a
single product that Apple makes and a few years ago they tried a few years ago
few years ago they tried a few years ago
few years ago they tried a few years ago they came out with mp3 players and
they came out with mp3 players and
they came out with mp3 players and nobody bought one why would we buy an
nobody bought one why would we buy an
nobody bought one why would we buy an mp3 player from a computer company it
mp3 player from a computer company it
mp3 player from a computer company it doesn’t make sense but we do it every
doesn’t make sense but we do it every
doesn’t make sense but we do it every day because it’s not what you do that
day because it’s not what you do that
day because it’s not what you do that matters it’s why you did
matters it’s why you did
matters it’s why you did and people don’t buy what you do they
and people don’t buy what you do they
and people don’t buy what you do they buy why you did
for this little thing to work you have
for this little thing to work you have to have three things number one you have
to have three things number one you have
to have three things number one you have to have clarity of why if you don’t know
to have clarity of why if you don’t know
to have clarity of why if you don’t know why you do what you do how will anyone
why you do what you do how will anyone
why you do what you do how will anyone else – you have to have discipline of
else – you have to have discipline of
else – you have to have discipline of how you have to hold yourself and your
how you have to hold yourself and your
how you have to hold yourself and your people accountable to your own guiding
people accountable to your own guiding
people accountable to your own guiding principles and your own values and
principles and your own values and
principles and your own values and thirdly you have to have consistency of
thirdly you have to have consistency of
thirdly you have to have consistency of what everything you say and everything
what everything you say and everything
what everything you say and everything you do has to prove what you believe
you do has to prove what you believe
you do has to prove what you believe this is the concept behind authenticity
this is the concept behind authenticity
this is the concept behind authenticity it’s getting boring listening to people
it’s getting boring listening to people
it’s getting boring listening to people tell us that we have to be authentic
tell us that we have to be authentic
tell us that we have to be authentic people prefer to vote for the authentic
people prefer to vote for the authentic
people prefer to vote for the authentic candidate they prefer to buy from the
candidate they prefer to buy from the
candidate they prefer to buy from the authentic brand what authenticity means
authentic brand what authenticity means
authentic brand what authenticity means is the things you say and the things you
is the things you say and the things you
is the things you say and the things you do you actually believe and when you
do you actually believe and when you
do you actually believe and when you tell people what you believe they know
tell people what you believe they know
tell people what you believe they know what you believe in they’re eerily drawn
what you believe in they’re eerily drawn
what you believe in they’re eerily drawn to you how many of you love your Apple
to you how many of you love your Apple
to you how many of you love your Apple Computer or know somebody who loves
Computer or know somebody who loves
Computer or know somebody who loves their Apple Computer okay
their Apple Computer okay
their Apple Computer okay you can always tell people who love
you can always tell people who love
you can always tell people who love their Macs because we’ve tried to
their Macs because we’ve tried to
their Macs because we’ve tried to explain to that look he raised both
explain to that look he raised both
explain to that look he raised both hands you see that thank you when you
hands you see that thank you when you
hands you see that thank you when you try to explain to them that they
try to explain to them that they
try to explain to them that they actually bought substandard computers
actually bought substandard computers
actually bought substandard computers they start foaming at the mouth right
they start foaming at the mouth right
they start foaming at the mouth right rationally speaking rationally speaking
rationally speaking rationally speaking
rationally speaking rationally speaking apples are at least 25% more expensive
apples are at least 25% more expensive
apples are at least 25% more expensive than their PC counterparts sometimes
than their PC counterparts sometimes
than their PC counterparts sometimes double the price
they can’t help themselves they can’t
they can’t help themselves they can’t help themselves
help themselves
help themselves you’re just encouraging him there at
you’re just encouraging him there at
you’re just encouraging him there at least 25 percent more expensive
least 25 percent more expensive
least 25 percent more expensive sometimes double price there’s less
sometimes double price there’s less
sometimes double price there’s less software there’s fewer peripherals and I
software there’s fewer peripherals and I
software there’s fewer peripherals and I know I have a Mac there’s nothing faster
know I have a Mac there’s nothing faster
know I have a Mac there’s nothing faster about them I get the spinning beach ball
about them I get the spinning beach ball
about them I get the spinning beach ball of death all the time right in other
of death all the time right in other
of death all the time right in other words rationally speaking no one should
words rationally speaking no one should
words rationally speaking no one should ever buy one but they do over and over
ever buy one but they do over and over
ever buy one but they do over and over and over again and they raise both hands
and over again and they raise both hands
and over again and they raise both hands and they heckle they can’t help
and they heckle they can’t help
and they heckle they can’t help themselves right they kind of those up
themselves right they kind of those up
themselves right they kind of those up right they buy them over and over and
right they buy them over and over and
right they buy them over and over and over again because it’s not about what
over again because it’s not about what
over again because it’s not about what the computer does it’s about what the
the computer does it’s about what the
the computer does it’s about what the computer stands for because Apple is so
computer stands for because Apple is so
computer stands for because Apple is so clear about what they believe they’re so
clear about what they believe they’re so
clear about what they believe they’re so disciplined about how they do it they’re
disciplined about how they do it they’re
disciplined about how they do it they’re so consistent in what they do it gets
so consistent in what they do it gets
so consistent in what they do it gets the point that everything they say and
the point that everything they say and
the point that everything they say and everything they do serves as a symbol of
everything they do serves as a symbol of
everything they do serves as a symbol of a set of values and beliefs this is why
a set of values and beliefs this is why
a set of values and beliefs this is why people who love their Macs love opening
people who love their Macs love opening
people who love their Macs love opening their laptops in airports they want
their laptops in airports they want
their laptops in airports they want everyone to see what computer they’re
everyone to see what computer they’re
everyone to see what computer they’re using and you’ll never see someone put a
using and you’ll never see someone put a
using and you’ll never see someone put a big tiger print sticker over the time
big tiger print sticker over the time
big tiger print sticker over the time they never covered the beautiful glowing
they never covered the beautiful glowing
they never covered the beautiful glowing Apple and how many of you have ever
Apple and how many of you have ever
Apple and how many of you have ever broken out the Windex to clean your
broken out the Windex to clean your
broken out the Windex to clean your computer if you have a Mac you clean
computer if you have a Mac you clean
computer if you have a Mac you clean your computer because it’s a symbol of
your computer because it’s a symbol of
your computer because it’s a symbol of who you are and so you keep it clean and
who you are and so you keep it clean and
who you are and so you keep it clean and you Mak lovers don’t lie to me when
you Mak lovers don’t lie to me when
you Mak lovers don’t lie to me when you’re walking through the airport just
you’re walking through the airport just
you’re walking through the airport just minding your own business and you see
minding your own business and you see
minding your own business and you see somebody else with an open Mac you like
somebody else with an open Mac you like
somebody else with an open Mac you like them just a little more don’t you
and there’s a simple reason for it the
and there’s a simple reason for it the human animal is a social animal our
human animal is a social animal our
human animal is a social animal our survival depends on our ability to find
survival depends on our ability to find
survival depends on our ability to find people who believe whatever we believe
people who believe whatever we believe
people who believe whatever we believe to form cultures to form societies right
to form cultures to form societies right
to form cultures to form societies right what is a culture with a society it’s a
what is a culture with a society it’s a
what is a culture with a society it’s a group of people with a common set of
group of people with a common set of
group of people with a common set of values and beliefs
values and beliefs
values and beliefs what’s a country it’s a group of people
what’s a country it’s a group of people
what’s a country it’s a group of people with a common set of values and beliefs
with a common set of values and beliefs
with a common set of values and beliefs what’s a company it should be a group of
what’s a company it should be a group of
what’s a company it should be a group of people with a common set of values and
people with a common set of values and
people with a common set of values and beliefs when we are surrounded by people
beliefs when we are surrounded by people
beliefs when we are surrounded by people who believe what we believe something
who believe what we believe something
who believe what we believe something remarkable happens Trust emerges make no
remarkable happens Trust emerges make no
remarkable happens Trust emerges make no mistake
mistake
mistake Trust is a feeling trust is a human
Trust is a feeling trust is a human
Trust is a feeling trust is a human condition simply doing everything you
condition simply doing everything you
condition simply doing everything you say you’re gonna do does not mean people
say you’re gonna do does not mean people
say you’re gonna do does not mean people will trust you it simply means you’re
will trust you it simply means you’re
will trust you it simply means you’re reliable we all have friends that screw
reliable we all have friends that screw
reliable we all have friends that screw up sometimes and yet we still trust them
up sometimes and yet we still trust them
up sometimes and yet we still trust them Trust is born out of a common set of
Trust is born out of a common set of
Trust is born out of a common set of values and beliefs and it is absolutely
values and beliefs and it is absolutely
values and beliefs and it is absolutely essential for our survival when we are
essential for our survival when we are
essential for our survival when we are surrounded by people who we trust and
surrounded by people who we trust and
surrounded by people who we trust and they trust us well we’re more willing to
they trust us well we’re more willing to
they trust us well we’re more willing to explore we’re more willing to experiment
explore we’re more willing to experiment
explore we’re more willing to experiment we’re more willing to turn our backs all
we’re more willing to turn our backs all
we’re more willing to turn our backs all with the confidence that if we turn our
with the confidence that if we turn our
with the confidence that if we turn our back to go away or fall down someone
back to go away or fall down someone
back to go away or fall down someone will be there to pick us up watch our
will be there to pick us up watch our
will be there to pick us up watch our backs or watch our stuff when we’re gone
backs or watch our stuff when we’re gone
backs or watch our stuff when we’re gone absent trust it’s every man for himself
absent trust it’s every man for himself
absent trust it’s every man for himself absent trust all we have to do is look
absent trust all we have to do is look
absent trust all we have to do is look after ourselves we still have the will
after ourselves we still have the will
after ourselves we still have the will to survive
to survive
to survive but with no help we only have the
but with no help we only have the
but with no help we only have the responsibility of ourselves you wanna
responsibility of ourselves you wanna
responsibility of ourselves you wanna know what happened to Lehman Brothers
know what happened to Lehman Brothers
know what happened to Lehman Brothers Lehman was it
Lehman was it
Lehman was it Lehman was exceptionally good at what
Lehman was exceptionally good at what
Lehman was exceptionally good at what they did they were exceptionally good at
they did they were exceptionally good at
they did they were exceptionally good at how they did it but there’s no common
how they did it but there’s no common
how they did it but there’s no common sense of purpose or cause that held the
sense of purpose or cause that held the
sense of purpose or cause that held the people together out of the slightest
people together out of the slightest
people together out of the slightest shimmy the whole thing collapsed not in
shimmy the whole thing collapsed not in
shimmy the whole thing collapsed not in months not in weeks in days great
months not in weeks in days great
months not in weeks in days great organizations are the ones that in rough
organizations are the ones that in rough
organizations are the ones that in rough times all the people come together to
times all the people come together to
times all the people come together to steer the ship through the hard waters
steer the ship through the hard waters
steer the ship through the hard waters we don’t judge the quality of a crew in
we don’t judge the quality of a crew in
we don’t judge the quality of a crew in calm waters we judge the quality of a
calm waters we judge the quality of a
calm waters we judge the quality of a crew in rough waters and in great
crew in rough waters and in great
crew in rough waters and in great organizations people who trust each
organizations people who trust each
organizations people who trust each other rally together to save the ship in
other rally together to save the ship in
other rally together to save the ship in weak organizations people jump ship and
weak organizations people jump ship and
weak organizations people jump ship and say gonna look after numero uno got
say gonna look after numero uno got
say gonna look after numero uno got mouths to feed got bills to pay go to
mouths to feed got bills to pay go to
mouths to feed got bills to pay go to lock it up go to look after
lock it up go to look after
lock it up go to look after self and off they run and then the whole
self and off they run and then the whole
self and off they run and then the whole thing collapses what I’m telling you is
thing collapses what I’m telling you is
thing collapses what I’m telling you is not my opinion it’s actually grounded in
not my opinion it’s actually grounded in
not my opinion it’s actually grounded in the tenants of biology not psychology
the tenants of biology not psychology
the tenants of biology not psychology but biology if you look at a
but biology if you look at a
but biology if you look at a cross-section of the human brain what we
cross-section of the human brain what we
cross-section of the human brain what we see is that the human brain evolved into
see is that the human brain evolved into
see is that the human brain evolved into three major sections that corresponds
three major sections that corresponds
three major sections that corresponds precisely with this little idea
precisely with this little idea
precisely with this little idea our Homo Sapien brain a rational brain
our Homo Sapien brain a rational brain
our Homo Sapien brain a rational brain the corresponds with the what level is
the corresponds with the what level is
the corresponds with the what level is responsible for all of our rational and
responsible for all of our rational and
responsible for all of our rational and analytical thought and language the
analytical thought and language the
analytical thought and language the middle two sections make up our limbic
middle two sections make up our limbic
middle two sections make up our limbic brains and our limbic brains are
brains and our limbic brains are
brains and our limbic brains are responsible for all of our feelings like
responsible for all of our feelings like
responsible for all of our feelings like trust and loyalty it’s also responsible
trust and loyalty it’s also responsible
trust and loyalty it’s also responsible for all human behavior all
for all human behavior all
for all human behavior all decision-making and it has no capacity
decision-making and it has no capacity
decision-making and it has no capacity for language in other words you can’t
for language in other words you can’t
for language in other words you can’t ask people why do you love doing
ask people why do you love doing
ask people why do you love doing business with us they can’t tell you
business with us they can’t tell you
business with us they can’t tell you because the part of the brain that
because the part of the brain that
because the part of the brain that controls decision-making doesn’t control
controls decision-making doesn’t control
controls decision-making doesn’t control language this is why the question why do
language this is why the question why do
language this is why the question why do you love your husband or why do you love
you love your husband or why do you love
you love your husband or why do you love your wife is a difficult question why do
your wife is a difficult question why do
your wife is a difficult question why do you love your wife I don’t know that’s
you love your wife I don’t know that’s
you love your wife I don’t know that’s where most people start and it’s not
where most people start and it’s not
where most people start and it’s not that you actually don’t know it’s that
that you actually don’t know it’s that
that you actually don’t know it’s that you it’s hard to put into words the
you it’s hard to put into words the
you it’s hard to put into words the feelings we have towards another person
feelings we have towards another person
feelings we have towards another person and so we start with I don’t know and
and so we start with I don’t know and
and so we start with I don’t know and then we start to rationalize she’s fun I
then we start to rationalize she’s fun I
then we start to rationalize she’s fun I can trust her she’s always been there
can trust her she’s always been there
can trust her she’s always been there for me I’ve known her forever
for me I’ve known her forever
for me I’ve known her forever right sounds like a Golden Retriever
right sounds like a Golden Retriever
right sounds like a Golden Retriever right
and then we say things that don’t even
and then we say things that don’t even make sense right she completes me I
make sense right she completes me I
make sense right she completes me I don’t know what that means there’s like
don’t know what that means there’s like
don’t know what that means there’s like I have a left arm and a left leg she has
I have a left arm and a left leg she has
I have a left arm and a left leg she has a right arm and right leg together we
a right arm and right leg together we
a right arm and right leg together we make one I mean like she completes me I
make one I mean like she completes me I
make one I mean like she completes me I don’t know what it means right my sister
don’t know what it means right my sister
don’t know what it means right my sister says of my brother-in-law I get a kick
says of my brother-in-law I get a kick
says of my brother-in-law I get a kick out of this my sister says of my
out of this my sister says of my
out of this my sister says of my brother-in-law I never imagined I’d
brother-in-law I never imagined I’d
brother-in-law I never imagined I’d marry a guy like him right
marry a guy like him right
marry a guy like him right well she’s basically sayings before I
well she’s basically sayings before I
well she’s basically sayings before I got married I had a checklist of all the
got married I had a checklist of all the
got married I had a checklist of all the qualities I wanted in my future husband
qualities I wanted in my future husband
qualities I wanted in my future husband then he doesn’t have any of them right
then he doesn’t have any of them right
then he doesn’t have any of them right and yet I fell in love with him anyway
and yet I fell in love with him anyway
and yet I fell in love with him anyway and decided I want to have a family with
and decided I want to have a family with
and decided I want to have a family with him and spend the rest of my life with
him and spend the rest of my life with
him and spend the rest of my life with him in other words it’s not rational
him in other words it’s not rational
him in other words it’s not rational right our ability because it’s very very
right our ability because it’s very very
right our ability because it’s very very hard for us to put into words how we
hard for us to put into words how we
hard for us to put into words how we feel and our relationship with each
feel and our relationship with each
feel and our relationship with each other and because finding people who
other and because finding people who
other and because finding people who believe what we believe is essential
believe what we believe is essential
believe what we believe is essential essential for our survival we rely on
essential for our survival we rely on
essential for our survival we rely on all kinds of symbols and things to imp
all kinds of symbols and things to imp
all kinds of symbols and things to imp to tell people who we are so they can
to tell people who we are so they can
to tell people who we are so they can either be attracted to us or repelled
either be attracted to us or repelled
either be attracted to us or repelled biased this is why authenticity matters
biased this is why authenticity matters
biased this is why authenticity matters if you lie and present yourself as
if you lie and present yourself as
if you lie and present yourself as something who you are not yes people
something who you are not yes people
something who you are not yes people will be drawn to you the problem is
will be drawn to you the problem is
will be drawn to you the problem is they’ll get you to be like I don’t know
they’ll get you to be like I don’t know
they’ll get you to be like I don’t know that’s just I know something doesn’t
that’s just I know something doesn’t
that’s just I know something doesn’t feel right about if I don’t know right
feel right about if I don’t know right
feel right about if I don’t know right we talked about this like he just gets
we talked about this like he just gets
we talked about this like he just gets hurt he just doesn’t get it will get
hurt he just doesn’t get it will get
hurt he just doesn’t get it will get what what is it right this is where gut
what what is it right this is where gut
what what is it right this is where gut decisions come from there is no part of
decisions come from there is no part of
decisions come from there is no part of your stomach that controls
your stomach that controls
your stomach that controls decision-making and it’s not in your
decision-making and it’s not in your
decision-making and it’s not in your blood and it’s not in your bones and
blood and it’s not in your bones and
blood and it’s not in your bones and you’re not following your heart right
you’re not following your heart right
you’re not following your heart right what we’re doing is ascribing it to
what we’re doing is ascribing it to
what we’re doing is ascribing it to different parts of our body because the
different parts of our body because the
different parts of our body because the part of the brain that controls
part of the brain that controls
part of the brain that controls decision-making doesn’t control language
decision-making doesn’t control language
decision-making doesn’t control language the best we can muster up is I don’t
the best we can muster up is I don’t
the best we can muster up is I don’t know it just feels right it’s not an
know it just feels right it’s not an
know it just feels right it’s not an accident that we use the verb to feel to
accident that we use the verb to feel to
accident that we use the verb to feel to describe a decision because the part of
describe a decision because the part of
describe a decision because the part of the brain that controls decision-making
the brain that controls decision-making
the brain that controls decision-making controls feelings and so we’re
controls feelings and so we’re
controls feelings and so we’re constantly relying on these symbols and
constantly relying on these symbols and
constantly relying on these symbols and things to say something about who we are
things to say something about who we are
things to say something about who we are right how many of you let’s pick a state
right how many of you let’s pick a state
right how many of you let’s pick a state how many of you are from New York anyone
how many of you are from New York anyone
how many of you are from New York anyone anyone here from New York no one all
anyone here from New York no one all
anyone here from New York no one all right Vancouver
alright are you friends with everyone in
alright are you friends with everyone in Vancouver why not you’re over in
Vancouver why not you’re over in
Vancouver why not you’re over in Vancouver when you go to Toronto and you
Vancouver when you go to Toronto and you
Vancouver when you go to Toronto and you meet somebody from Vancouver you’re like
meet somebody from Vancouver you’re like
meet somebody from Vancouver you’re like hey I’m from Vancouver and you’re like
hey I’m from Vancouver and you’re like
hey I’m from Vancouver and you’re like besties right because when we’re in an
besties right because when we’re in an
besties right because when we’re in an environment where we don’t feel like we
environment where we don’t feel like we
environment where we don’t feel like we belong we seek out anyone who may share
belong we seek out anyone who may share
belong we seek out anyone who may share the same values and beliefs as us and
the same values and beliefs as us and
the same values and beliefs as us and then you go to Paris and you’re standing
then you go to Paris and you’re standing
then you go to Paris and you’re standing on the Paris metro and holiday with your
on the Paris metro and holiday with your
on the Paris metro and holiday with your family minding your own business right
family minding your own business right
family minding your own business right and you happen to hear a Canadian accent
and you happen to hear a Canadian accent
and you happen to hear a Canadian accent behind you and you turn around and say
behind you and you turn around and say
behind you and you turn around and say hey where’re you guys from
hey where’re you guys from
hey where’re you guys from you’re from Toronto we’re from Vancouver
you’re from Toronto we’re from Vancouver
you’re from Toronto we’re from Vancouver right and you’re like best friends right
right and you’re like best friends right
right and you’re like best friends right again because when you’re in an
again because when you’re in an
again because when you’re in an environment where you don’t feel like
environment where you don’t feel like
environment where you don’t feel like you belong you seek out anyone who may
you belong you seek out anyone who may
you belong you seek out anyone who may share the same values and beliefs at
share the same values and beliefs at
share the same values and beliefs at home there’s nothing special about you
home there’s nothing special about you
home there’s nothing special about you but in when you’re in France hearing
but in when you’re in France hearing
but in when you’re in France hearing their activism they have a basic
their activism they have a basic
their activism they have a basic understanding of how you grew up and you
understanding of how you grew up and you
understanding of how you grew up and you have a basic understanding of a group
have a basic understanding of a group
have a basic understanding of a group and the bond you form is very real
and the bond you form is very real
and the bond you form is very real they’ll turn to you and say hey you guys
they’ll turn to you and say hey you guys
they’ll turn to you and say hey you guys have to try this restaurant and you’ll
have to try this restaurant and you’ll
have to try this restaurant and you’ll turn to your spouse and say honey we’ve
turn to your spouse and say honey we’ve
turn to your spouse and say honey we’ve got to try this restaurant because
got to try this restaurant because
got to try this restaurant because strangers on a subway told us we have to
strangers on a subway told us we have to
strangers on a subway told us we have to don’t you think it’s some Parisian
don’t you think it’s some Parisian
don’t you think it’s some Parisian bumped into –nz that you have to try
bumped into –nz that you have to try
bumped into –nz that you have to try this restaurant they’re better qualified
this restaurant they’re better qualified
this restaurant they’re better qualified but we would ignore them because we
but we would ignore them because we
but we would ignore them because we don’t have any trust with them plus
don’t have any trust with them plus
don’t have any trust with them plus their fridge
[Applause]
[Applause] here’s what’s here’s what’s
here’s what’s here’s what’s
here’s what’s here’s what’s disheartening for anyone who’s French in
disheartening for anyone who’s French in
disheartening for anyone who’s French in the audience I got more applause than
the audience I got more applause than
the audience I got more applause than booze I’m an Englishman I have to say
booze I’m an Englishman I have to say
booze I’m an Englishman I have to say these things that’s in my contract
these things that’s in my contract
these things that’s in my contract otherwise I lose my citizenship as
otherwise I lose my citizenship as
otherwise I lose my citizenship as opposed to my train of thought we rely
opposed to my train of thought we rely
opposed to my train of thought we rely on these things as we rely on these
on these things as we rely on these
on these things as we rely on these things to find people who believe what
things to find people who believe what
things to find people who believe what we believe so the more we demonstrate
we believe so the more we demonstrate
we believe so the more we demonstrate these things and in reality the
these things and in reality the
these things and in reality the modern-day symbols that we can use our
modern-day symbols that we can use our
modern-day symbols that we can use our companies and our jobs and our brands
companies and our jobs and our brands
companies and our jobs and our brands and things like this they said it’s
and things like this they said it’s
and things like this they said it’s something about who we are companies
something about who we are companies
something about who we are companies that stand for something say something
that stand for something say something
that stand for something say something about who we are I was flying Southwest
about who we are I was flying Southwest
about who we are I was flying Southwest Airlines not too long ago and I was
Airlines not too long ago and I was
Airlines not too long ago and I was flying by myself and there was a woman
flying by myself and there was a woman
flying by myself and there was a woman flying by herself who’s standing in
flying by herself who’s standing in
flying by herself who’s standing in front of me in line I’m just minding my
front of me in line I’m just minding my
front of me in line I’m just minding my own business she’s minding her own
own business she’s minding her own
own business she’s minding her own business and she turns around to me and
business and she turns around to me and
business and she turns around to me and she says I love Southwest I didn’t ask
she says I love Southwest I didn’t ask
she says I love Southwest I didn’t ask right true story but I realized what was
right true story but I realized what was
right true story but I realized what was happening because I’m by myself and
happening because I’m by myself and
happening because I’m by myself and she’s by herself she’s in a position of
she’s by herself she’s in a position of
she’s by herself she’s in a position of vulnerability so she’s looking for
vulnerability so she’s looking for
vulnerability so she’s looking for someone with whom she may form some sort
someone with whom she may form some sort
someone with whom she may form some sort of bond right it’s a normal human thing
of bond right it’s a normal human thing
of bond right it’s a normal human thing we want to feel like we belong and
we want to feel like we belong and
we want to feel like we belong and because the part of the brain that
because the part of the brain that
because the part of the brain that controls behavior and all of this
controls behavior and all of this
controls behavior and all of this emotional stuff doesn’t control language
emotional stuff doesn’t control language
emotional stuff doesn’t control language she said to me I love Southwest she
she said to me I love Southwest she
she said to me I love Southwest she didn’t say I like Southwest like is
didn’t say I like Southwest like is
didn’t say I like Southwest like is rational good price good quality good
rational good price good quality good
rational good price good quality good people I like summers she said I love
people I like summers she said I love
people I like summers she said I love Southwest she’s talking about this so if
Southwest she’s talking about this so if
Southwest she’s talking about this so if I had said me too we’d walk down
I had said me too we’d walk down
I had said me too we’d walk down together we sit together we’d be friends
together we sit together we’d be friends
together we sit together we’d be friends right or if I had said yeah I mean
right or if I had said yeah I mean
right or if I had said yeah I mean they’re okay they’re fine I mean I like
they’re okay they’re fine I mean I like
they’re okay they’re fine I mean I like them they’re good
them they’re good
them they’re good turn around and ignored me because she
turn around and ignored me because she
turn around and ignored me because she wasn’t telling me about the airline she
wasn’t telling me about the airline she
wasn’t telling me about the airline she was telling me about herself and it’s
was telling me about herself and it’s
was telling me about herself and it’s because Southwest has such a clear sense
because Southwest has such a clear sense
because Southwest has such a clear sense of purpose and such and are so
of purpose and such and are so
of purpose and such and are so disciplined in how they do things and so
disciplined in how they do things and so
disciplined in how they do things and so consistent in what they do
consistent in what they do
consistent in what they do it gets the point that everything they
it gets the point that everything they
it gets the point that everything they say and everything they do now serves as
say and everything they do now serves as
say and everything they do now serves as a symbol of a set of values and beliefs
a symbol of a set of values and beliefs
a symbol of a set of values and beliefs and people who believe in that will use
and people who believe in that will use
and people who believe in that will use Southwest to say something about who
Southwest to say something about who
Southwest to say something about who they are which is why they use
they are which is why they use
they are which is why they use viscerally I love Southwest I played as
viscerally I love Southwest I played as
viscerally I love Southwest I played as a little game with people with their
a little game with people with their
a little game with people with their jobs sometimes you know yeah I say do
jobs sometimes you know yeah I say do
jobs sometimes you know yeah I say do you like your job yeah I really like my
you like your job yeah I really like my
you like your job yeah I really like my job I like I like the people I like the
job I like I like the people I like the
job I like I like the people I like the challenge
challenge
challenge I get paid well I really like my job
I get paid well I really like my job
I get paid well I really like my job like do you love your job they go well I
like do you love your job they go well I
like do you love your job they go well I wouldn’t go that far
wouldn’t go that far
wouldn’t go that far you know in other words we know there’s
you know in other words we know there’s
you know in other words we know there’s a hierarchy you know we know there’s a
a hierarchy you know we know there’s a
a hierarchy you know we know there’s a hierarchy the opportunity is to use our
hierarchy the opportunity is to use our
hierarchy the opportunity is to use our jobs and use the things we say and do to
jobs and use the things we say and do to
jobs and use the things we say and do to find people who believe what we believe
find people who believe what we believe
find people who believe what we believe in and in a business world this is what
in and in a business world this is what
in and in a business world this is what breeds trust and loyalty in other words
breeds trust and loyalty in other words
breeds trust and loyalty in other words sometimes when you screw up sometimes
sometimes when you screw up sometimes
sometimes when you screw up sometimes we’re not the cheapest sometimes you’re
we’re not the cheapest sometimes you’re
we’re not the cheapest sometimes you’re a little more expensive sometimes when
a little more expensive sometimes when
a little more expensive sometimes when people suffer a little bit of
people suffer a little bit of
people suffer a little bit of inconvenience they’re still willing to
inconvenience they’re still willing to
inconvenience they’re still willing to do business with you and go out of their
do business with you and go out of their
do business with you and go out of their way and talk about you not because
way and talk about you not because
way and talk about you not because you’re the best rationally but because
you’re the best rationally but because
you’re the best rationally but because you help them embody a set of values and
you help them embody a set of values and
you help them embody a set of values and beliefs right because when all you have
beliefs right because when all you have
beliefs right because when all you have is priced quality service and features
is priced quality service and features
is priced quality service and features the traditional business differentiators
the traditional business differentiators
the traditional business differentiators you are congratulations a commodity in
you are congratulations a commodity in
you are congratulations a commodity in other words you
other words you
other words you stand for anything and the business that
stand for anything and the business that
stand for anything and the business that you pick up is up and down up and down
you pick up is up and down up and down
you pick up is up and down up and down if you happen to be meet one of these
if you happen to be meet one of these
if you happen to be meet one of these things at the right time trust and
things at the right time trust and
things at the right time trust and loyalty come from here what I’m telling
loyalty come from here what I’m telling
loyalty come from here what I’m telling you is important for another reason
you is important for another reason
you is important for another reason something called the law of diffusion of
something called the law of diffusion of
something called the law of diffusion of innovations and if you don’t know the
innovations and if you don’t know the
innovations and if you don’t know the law you definitely know the terminology
law you definitely know the terminology
law you definitely know the terminology it’s the old bell curve the old standard
it’s the old bell curve the old standard
it’s the old bell curve the old standard deviation and what the law of diffusion
deviation and what the law of diffusion
deviation and what the law of diffusion tells us is the first two and a half
tells us is the first two and a half
tells us is the first two and a half percent of our population are our
percent of our population are our
percent of our population are our innovators the next thirteen and a half
innovators the next thirteen and a half
innovators the next thirteen and a half percent of our population are our early
percent of our population are our early
percent of our population are our early adopters the next thirty four percent
adopters the next thirty four percent
adopters the next thirty four percent are your early majority the next thirty
are your early majority the next thirty
are your early majority the next thirty four supporters on your late majority
four supporters on your late majority
four supporters on your late majority and the last sixty percent are your
and the last sixty percent are your
and the last sixty percent are your laggards the only reason these people by
laggards the only reason these people by
laggards the only reason these people by touch-tone phones is because you can’t
touch-tone phones is because you can’t
touch-tone phones is because you can’t buy rotary phones anymore it’s my it’s
buy rotary phones anymore it’s my it’s
buy rotary phones anymore it’s my it’s my parents what the law of diffusion
my parents what the law of diffusion
my parents what the law of diffusion tells us is that this population the
tells us is that this population the
tells us is that this population the innovator and the early adopter
innovator and the early adopter
innovator and the early adopter population are very comfortable trusting
population are very comfortable trusting
population are very comfortable trusting their guts they’re very comfortable
their guts they’re very comfortable
their guts they’re very comfortable making intuitive decisions these are the
making intuitive decisions these are the
making intuitive decisions these are the people who are willing to pay a premium
people who are willing to pay a premium
people who are willing to pay a premium or suffer inconvenience to be a part of
or suffer inconvenience to be a part of
or suffer inconvenience to be a part of something that reflects what they
something that reflects what they
something that reflects what they believe these the people that stood in
believe these the people that stood in
believe these the people that stood in line for six hours to buy iPhones when
line for six hours to buy iPhones when
line for six hours to buy iPhones when they first came out even though you
they first came out even though you
they first came out even though you could just go into the store the
could just go into the store the
could just go into the store the following we can buy one off the shelf
following we can buy one off the shelf
following we can buy one off the shelf right these are the people who spent
right these are the people who spent
right these are the people who spent forty or fifty thousand dollars to buy
forty or fifty thousand dollars to buy
forty or fifty thousand dollars to buy flat-screen TVs when they first came out
flat-screen TVs when they first came out
flat-screen TVs when they first came out even though the technology was
even though the technology was
even though the technology was substandard it had nothing to do with
substandard it had nothing to do with
substandard it had nothing to do with the technology it had to do with them it
the technology it had to do with them it
the technology it had to do with them it said something about who they are this
said something about who they are this
said something about who they are this population the majority is much more
population the majority is much more
population the majority is much more cynical and much more practical
cynical and much more practical
cynical and much more practical they absolutely care about things like
they absolutely care about things like
they absolutely care about things like price and quality and service
price and quality and service
price and quality and service features the problem is you cannot
features the problem is you cannot
features the problem is you cannot achieve mass-market success mass-market
achieve mass-market success mass-market
achieve mass-market success mass-market acceptance for an idea or long-term
acceptance for an idea or long-term
acceptance for an idea or long-term stability until you’ve achieved between
stability until you’ve achieved between
stability until you’ve achieved between 15 and 18 percent market penetration by
15 and 18 percent market penetration by
15 and 18 percent market penetration by market penetration I don’t mean of the
market penetration I don’t mean of the
market penetration I don’t mean of the market I mean of the people who believe
market I mean of the people who believe
market I mean of the people who believe what you believe this is the tipping
what you believe this is the tipping
what you believe this is the tipping point a social phenomenon because what
point a social phenomenon because what
point a social phenomenon because what happens is when you reach that tipping
happens is when you reach that tipping
happens is when you reach that tipping point all of a sudden it goes like this
point all of a sudden it goes like this
point all of a sudden it goes like this and then this population buys in you see
and then this population buys in you see
and then this population buys in you see this population will not try something
this population will not try something
this population will not try something until someone else has tried it first
until someone else has tried it first
until someone else has tried it first these the people we have to drop our
these the people we have to drop our
these the people we have to drop our price offer value add and all kinds of
price offer value add and all kinds of
price offer value add and all kinds of other advantages and guarantees because
other advantages and guarantees because
other advantages and guarantees because they won’t try something first these
they won’t try something first these
they won’t try something first these people happily pay a premium suffering
people happily pay a premium suffering
people happily pay a premium suffering inconvenience and we’ll do business with
inconvenience and we’ll do business with
inconvenience and we’ll do business with some standard product because they want
some standard product because they want
some standard product because they want to be a part of something that reflects
to be a part of something that reflects
to be a part of something that reflects who they are
who they are
who they are if you ignore everything I’m telling you
if you ignore everything I’m telling you
if you ignore everything I’m telling you I promise you every single person here
I promise you every single person here
I promise you every single person here has about 10% super loyal people who
has about 10% super loyal people who
has about 10% super loyal people who love you in other words law of averages
love you in other words law of averages
love you in other words law of averages will dictate that you can get about 10%
will dictate that you can get about 10%
will dictate that you can get about 10% but it’s not enough to make it tip this
but it’s not enough to make it tip this
but it’s not enough to make it tip this is what Geoffrey Moore calls and
is what Geoffrey Moore calls and
is what Geoffrey Moore calls and crossing the chasm this this is the
crossing the chasm this this is the
crossing the chasm this this is the little chasm right because it’s hard to
little chasm right because it’s hard to
little chasm right because it’s hard to get that last little bit I’ll give you
get that last little bit I’ll give you
get that last little bit I’ll give you two examples of a famous success and the
two examples of a famous success and the
two examples of a famous success and the famous failure a business one and a
famous failure a business one and a
famous failure a business one and a social one first the famous failure its
social one first the famous failure its
social one first the famous failure its from business you know TiVo right the
from business you know TiVo right the
from business you know TiVo right the digital VCR digital video recorder
digital VCR digital video recorder
digital VCR digital video recorder brand TiVo was introduced into the
brand TiVo was introduced into the
brand TiVo was introduced into the marketplace about 13 to 14 years ago and
marketplace about 13 to 14 years ago and
marketplace about 13 to 14 years ago and from the day it was introduced to the
from the day it was introduced to the
from the day it was introduced to the market to this current day it is the
market to this current day it is the
market to this current day it is the single highest quality product on the
single highest quality product on the
single highest quality product on the market hands-down undisputed the
market hands-down undisputed the
market hands-down undisputed the technology is fantastic
technology is fantastic
technology is fantastic execution flawless brilliant product
execution flawless brilliant product
execution flawless brilliant product right venture capital up the wazoo so
right venture capital up the wazoo so
right venture capital up the wazoo so money was not a problem they hired the
money was not a problem they hired the
money was not a problem they hired the breast brains they can get with the
breast brains they can get with the
breast brains they can get with the engineers they have are fantastic and
engineers they have are fantastic and
engineers they have are fantastic and the market conditions are amazing we use
the market conditions are amazing we use
the market conditions are amazing we use TiVo’s a verb i TiVoed something right
TiVo’s a verb i TiVoed something right
TiVo’s a verb i TiVoed something right right in other words all the reasons
right in other words all the reasons
right in other words all the reasons that people tell you something failed we
that people tell you something failed we
that people tell you something failed we didn’t have enough money
didn’t have enough money
didn’t have enough money undercapitalized with the wrong people
undercapitalized with the wrong people
undercapitalized with the wrong people poor execution bad market conditions
poor execution bad market conditions
poor execution bad market conditions usually
usually
usually combination of those explained every
combination of those explained every
combination of those explained every failure TiVo is in the clear they have
failure TiVo is in the clear they have
failure TiVo is in the clear they have all of them except for the fact that
all of them except for the fact that
all of them except for the fact that TiVo’s never made money they are
TiVo’s never made money they are
TiVo’s never made money they are commercial and financial failure and
commercial and financial failure and
commercial and financial failure and when the company went public it launched
when the company went public it launched
when the company went public it launched about 40 or 50 bucks
about 40 or 50 bucks
about 40 or 50 bucks very quickly plummeted and except for a
very quickly plummeted and except for a
very quickly plummeted and except for a couple of little blips it has never
couple of little blips it has never
couple of little blips it has never traded above ten dollars ever and the
traded above ten dollars ever and the
traded above ten dollars ever and the reason is is because they took this
reason is is because they took this
reason is is because they took this brilliant product brilliantly executed
brilliant product brilliantly executed
brilliant product brilliantly executed brilliantly funded and they attempted to
brilliantly funded and they attempted to
brilliantly funded and they attempted to tell the mass market what it does they
tell the mass market what it does they
tell the mass market what it does they said we have a product that pauses live
said we have a product that pauses live
said we have a product that pauses live TV skips commercials memorizes your
TV skips commercials memorizes your
TV skips commercials memorizes your viewing habits and records in your
viewing habits and records in your
viewing habits and records in your behalf without you even asking and the
behalf without you even asking and the
behalf without you even asking and the cynical practical majority said don’t
cynical practical majority said don’t
cynical practical majority said don’t eat it don’t like it don’t believe you
eat it don’t like it don’t believe you
eat it don’t like it don’t believe you you’re scaring me and so they didn’t buy
you’re scaring me and so they didn’t buy
you’re scaring me and so they didn’t buy one there are a few early adopters who
one there are a few early adopters who
one there are a few early adopters who did and to this day they love their TiVo
did and to this day they love their TiVo
did and to this day they love their TiVo and have a great upgraded all the time
and have a great upgraded all the time
and have a great upgraded all the time it wasn’t enough to make it tip but
it wasn’t enough to make it tip but
it wasn’t enough to make it tip but imagine if they had talked to this
imagine if they had talked to this
imagine if they had talked to this population and told them why the product
population and told them why the product
population and told them why the product exists imagine that they had said if
exists imagine that they had said if
exists imagine that they had said if you’re the kind of person who likes to
you’re the kind of person who likes to
you’re the kind of person who likes to have total control over every aspect of
have total control over every aspect of
have total control over every aspect of your life boy do we have a product for
your life boy do we have a product for
your life boy do we have a product for you it pauses live TV skips commercials
you it pauses live TV skips commercials
you it pauses live TV skips commercials memorizes your viewing habits and of
memorizes your viewing habits and of
memorizes your viewing habits and of course your records in your behalf
course your records in your behalf
course your records in your behalf without you even asking in this instance
without you even asking in this instance
without you even asking in this instance what the product does serves as tangible
what the product does serves as tangible
what the product does serves as tangible proof of why it exists and it’s not the
proof of why it exists and it’s not the
proof of why it exists and it’s not the reason you buy the product in the first
reason you buy the product in the first
reason you buy the product in the first place people don’t buy what you do they
place people don’t buy what you do they
place people don’t buy what you do they buy why you do it and what you do serves
buy why you do it and what you do serves
buy why you do it and what you do serves as a tangible proof of what you believe
as a tangible proof of what you believe
as a tangible proof of what you believe now give you my favorite example dr.
now give you my favorite example dr.
now give you my favorite example dr. Martin Luther King in the summer of 1963
250,000 people showed up on the mall in
250,000 people showed up on the mall in Washington to hear dr. King gave his
Washington to hear dr. King gave his
Washington to hear dr. King gave his famous I have a dream speech there were
famous I have a dream speech there were
famous I have a dream speech there were no email sent out and there was no
no email sent out and there was no
no email sent out and there was no website to check the date how do you do
website to check the date how do you do
website to check the date how do you do that what are their like 800 people here
that what are their like 800 people here
that what are their like 800 people here today how many emails did you get to
today how many emails did you get to
today how many emails did you get to come here today I got seven right it was
come here today I got seven right it was
come here today I got seven right it was none of that dr. King was not the only
none of that dr. King was not the only
none of that dr. King was not the only man in America who knew what had to
man in America who knew what had to
man in America who knew what had to change to bring about civil rights in
change to bring about civil rights in
change to bring about civil rights in that country dr. King was not the only
that country dr. King was not the only
that country dr. King was not the only man who suffered in a pre-civil Rights
man who suffered in a pre-civil Rights
man who suffered in a pre-civil Rights America in fact he suffered less than
America in fact he suffered less than
America in fact he suffered less than most because he was off at university
most because he was off at university
most because he was off at university dr. King was not the only great orator
dr. King was not the only great orator
dr. King was not the only great orator and dr. King wasn’t even a perfect man
and dr. King wasn’t even a perfect man
and dr. King wasn’t even a perfect man he had his complexities and we don’t
he had his complexities and we don’t
he had his complexities and we don’t even talk about that stuff the
even talk about that stuff the
even talk about that stuff the difference is King did not go around
difference is King did not go around
difference is King did not go around telling people what we need to do what
telling people what we need to do what
telling people what we need to do what we need to do how we need to do it he
we need to do how we need to do it he
we need to do how we need to do it he went around and told people I believe I
went around and told people I believe I
went around and told people I believe I believe I believe and people who believe
believe I believe and people who believe
believe I believe and people who believe what he believed took his cause and made
what he believed took his cause and made
what he believed took his cause and made it their own
it their own
it their own and they told people what they believed
and they told people what they believed
and they told people what they believed and those people who believe what they
and those people who believe what they
and those people who believe what they believe took that cause I made it there
believe took that cause I made it there
believe took that cause I made it there and they told people what they believe
and they told people what they believe
and they told people what they believe and some built structures to get out the
and some built structures to get out the
and some built structures to get out the word more efficiently and lo and behold
word more efficiently and lo and behold
word more efficiently and lo and behold on the right day on the right time
on the right day on the right time
on the right day on the right time 250,000 people showed up on the mall to
250,000 people showed up on the mall to
250,000 people showed up on the mall to hear him speak how many of them showed
hear him speak how many of them showed
hear him speak how many of them showed up for him
up for him
up for him zero they showed up for themselves it’s
zero they showed up for themselves it’s
zero they showed up for themselves it’s what they believed it was the country
what they believed it was the country
what they believed it was the country that they wanted to live in it was the
that they wanted to live in it was the
that they wanted to live in it was the country that they wanted to raise their
country that they wanted to raise their
country that they wanted to raise their children and that inspired them to get
children and that inspired them to get
children and that inspired them to get on a bus travel for eight hours
on a bus travel for eight hours
on a bus travel for eight hours stand in the Sun in Washington in the
stand in the Sun in Washington in the
stand in the Sun in Washington in the middle of August simply to hear him
middle of August simply to hear him
middle of August simply to hear him speak simply going to that event was one
speak simply going to that event was one
speak simply going to that event was one of the things they did in their lives to
of the things they did in their lives to
of the things they did in their lives to prove what they believed and by the way
prove what they believed and by the way
prove what they believed and by the way dr. King gave the I have a dream speech
dr. King gave the I have a dream speech
dr. King gave the I have a dream speech of the I have a planned speech ain’t
of the I have a planned speech ain’t
of the I have a planned speech ain’t nobody inspired by your 12-point plan
nobody inspired by your 12-point plan
nobody inspired by your 12-point plan it’s the reason why the plan exists in
it’s the reason why the plan exists in
it’s the reason why the plan exists in the first place that inspires people to
the first place that inspires people to
the first place that inspires people to want to join and be a part of it
want to join and be a part of it
want to join and be a part of it leaders do two things that help advance
leaders do two things that help advance
leaders do two things that help advance this let’s imagine we’re all out on a
this let’s imagine we’re all out on a
this let’s imagine we’re all out on a three-hour boat tour right and we get
three-hour boat tour right and we get
three-hour boat tour right and we get stranded on a desert island right so
stranded on a desert island right so
stranded on a desert island right so here we are all stranded on the desert
here we are all stranded on the desert
here we are all stranded on the desert island the question is how we can get
island the question is how we can get
island the question is how we can get how are we gonna get off the island so
how are we gonna get off the island so
how are we gonna get off the island so one of us stands up says I will lead we
one of us stands up says I will lead we
one of us stands up says I will lead we like that we’re social animals we like
like that we’re social animals we like
like that we’re social animals we like leaders and she says okay who’s got
leaders and she says okay who’s got
leaders and she says okay who’s got ideas you you think we should build a
ideas you you think we should build a
ideas you you think we should build a boat I like it I like it you you think
boat I like it I like it you you think
boat I like it I like it you you think we should light a fire good good good
we should light a fire good good good
we should light a fire good good good you you think we should forage for food
you you think we should forage for food
you you think we should forage for food good okay let’s take a vote and at the
good okay let’s take a vote and at the
good okay let’s take a vote and at the same time somebody else stands up and
same time somebody else stands up and
same time somebody else stands up and says as we were coming into the island
says as we were coming into the island
says as we were coming into the island way off on the west side of the island I
way off on the west side of the island I
way off on the west side of the island I saw some mosques and some smoke there’s
saw some mosques and some smoke there’s
saw some mosques and some smoke there’s a fishing village over there and if we
a fishing village over there and if we
a fishing village over there and if we can get to that fishing village I know
can get to that fishing village I know
can get to that fishing village I know we can get rescued the question I have
we can get rescued the question I have
we can get rescued the question I have for all of you is who would you rather
for all of you is who would you rather
for all of you is who would you rather follow this first person or the second
follow this first person or the second
follow this first person or the second person
person
person second-person there is no evidence that
second-person there is no evidence that
second-person there is no evidence that that fishing village exists there’s no
that fishing village exists there’s no
that fishing village exists there’s no photographs and nobody else saw it all
photographs and nobody else saw it all
photographs and nobody else saw it all we have is the undying belief of one
we have is the undying belief of one
we have is the undying belief of one person of a future state that does not
person of a future state that does not
person of a future state that does not yet exist and it inspires us to want to
yet exist and it inspires us to want to
yet exist and it inspires us to want to go and help achieve it I have no idea
go and help achieve it I have no idea
go and help achieve it I have no idea how to get there but I’ll help we are
how to get there but I’ll help we are
how to get there but I’ll help we are inspired by a visions of the future and
inspired by a visions of the future and
inspired by a visions of the future and this is what leaders do not only do
this is what leaders do not only do
this is what leaders do not only do leader leaders have a vision of the
leader leaders have a vision of the
leader leaders have a vision of the future that does not yet exist but they
future that does not yet exist but they
future that does not yet exist but they have the ability to articulate it the
have the ability to articulate it the
have the ability to articulate it the ability to communicate it we all work
ability to communicate it we all work
ability to communicate it we all work with people who are visionary people but
with people who are visionary people but
with people who are visionary people but no ability to communicate and all they
no ability to communicate and all they
no ability to communicate and all they do is walk around frustrated that nobody
do is walk around frustrated that nobody
do is walk around frustrated that nobody else gets it wonderful people but
else gets it wonderful people but
else gets it wonderful people but they’re not leaders we also work with
they’re not leaders we also work with
they’re not leaders we also work with people who were wonderful orders great
people who were wonderful orders great
people who were wonderful orders great communicators and they can all make us
communicators and they can all make us
communicators and they can all make us feel fantastic well the speeches they
feel fantastic well the speeches they
feel fantastic well the speeches they give the problem is at the end of the
give the problem is at the end of the
give the problem is at the end of the speech we have no idea how to get off
speech we have no idea how to get off
speech we have no idea how to get off the island what great leaders do is
the island what great leaders do is
the island what great leaders do is articulate a future they have a future
articulate a future they have a future
articulate a future they have a future vision of the of the world that does not
vision of the of the world that does not
vision of the of the world that does not yet exist and the ability to communicate
yet exist and the ability to communicate
yet exist and the ability to communicate it they’ve done these wonderful studies
it they’ve done these wonderful studies
it they’ve done these wonderful studies where they take people and they drop
where they take people and they drop
where they take people and they drop them in the middle of the woods and they
them in the middle of the woods and they
them in the middle of the woods and they say it’s very easy to get out of the
say it’s very easy to get out of the
say it’s very easy to get out of the woods all you want to do is walk in a
woods all you want to do is walk in a
woods all you want to do is walk in a straight line in a westerly direction oh
straight line in a westerly direction oh
straight line in a westerly direction oh and by the way west is that direction to
and by the way west is that direction to
and by the way west is that direction to the people they give a compass they walk
the people they give a compass they walk
the people they give a compass they walk straight out of the woods no problem the
straight out of the woods no problem the
straight out of the woods no problem the people they don’t give a compass to
people they don’t give a compass to
people they don’t give a compass to however walk in circles convinced
however walk in circles convinced
however walk in circles convinced they’re walking in straight lines
they’re walking in straight lines
they’re walking in straight lines companies are exactly the same without a
companies are exactly the same without a
companies are exactly the same without a clear sense of direction we walk in
clear sense of direction we walk in
clear sense of direction we walk in circles convinced we’re walking in
circles convinced we’re walking in
circles convinced we’re walking in straight lines and we’re so proud of
straight lines and we’re so proud of
straight lines and we’re so proud of ourselves because we were visually busy
ourselves because we were visually busy
ourselves because we were visually busy measuring how many steps we’re taking
measuring how many steps we’re taking
measuring how many steps we’re taking yet we have no idea where we’re going
yet we have no idea where we’re going
yet we have no idea where we’re going you often hear this you know when they
you often hear this you know when they
you often hear this you know when they find a dead hiker you know they always
find a dead hiker you know they always
find a dead hiker you know they always say they were retracing their own steps
say they were retracing their own steps
say they were retracing their own steps this is no
this is no
this is no and yet this is what we do we count all
and yet this is what we do we count all
and yet this is what we do we count all the metrics in our business we talked
the metrics in our business we talked
the metrics in our business we talked about how revenues and our profits and
about how revenues and our profits and
about how revenues and our profits and all this and yet why are we on the
all this and yet why are we on the
all this and yet why are we on the journey in the first place what
journey in the first place what
journey in the first place what direction are we headed this is what we
direction are we headed this is what we
direction are we headed this is what we do we count our steps very proud because
do we count our steps very proud because
do we count our steps very proud because our goal is to walk a hundred steps
our goal is to walk a hundred steps
our goal is to walk a hundred steps today and we walked a hundred and three
today and we walked a hundred and three
today and we walked a hundred and three were above goal you’re walking in
were above goal you’re walking in
were above goal you’re walking in circles if I was to empty this room and
circles if I was to empty this room and
circles if I was to empty this room and we would stand by ourselves in the
we would stand by ourselves in the
we would stand by ourselves in the corner and I give you a very simple
corner and I give you a very simple
corner and I give you a very simple instruction I want you to walk to that
instruction I want you to walk to that
instruction I want you to walk to that corner in a straight line off you go no
corner in a straight line off you go no
corner in a straight line off you go no big deal and without telling you I
big deal and without telling you I
big deal and without telling you I quickly put a chair in front of you what
quickly put a chair in front of you what
quickly put a chair in front of you what do you do you go around the chair now
do you do you go around the chair now
do you do you go around the chair now you just ignored what I told you to do I
you just ignored what I told you to do I
you just ignored what I told you to do I told you to go to that corner straight
told you to go to that corner straight
told you to go to that corner straight line but this is the wonderful thing
line but this is the wonderful thing
line but this is the wonderful thing about human beings when we have a clear
about human beings when we have a clear
about human beings when we have a clear sense of where we’re going we are
sense of where we’re going we are
sense of where we’re going we are flexible and how we get there
flexible and how we get there
flexible and how we get there that’s called innovation that’s called
that’s called innovation that’s called
that’s called innovation that’s called problem-solving we will easily figure
problem-solving we will easily figure
problem-solving we will easily figure out a way around the obstacle when we
out a way around the obstacle when we
out a way around the obstacle when we know where we’re going reset we stand
know where we’re going reset we stand
know where we’re going reset we stand back in the corner I give you a very
back in the corner I give you a very
back in the corner I give you a very simple instruction I want you to go to a
simple instruction I want you to go to a
simple instruction I want you to go to a straight line at some point in this room
straight line at some point in this room
straight line at some point in this room and you say to me we’ll what point you
and you say to me we’ll what point you
and you say to me we’ll what point you want me to go to I’m like I don’t know
want me to go to I’m like I don’t know
want me to go to I’m like I don’t know you’re smart find a point and so you
you’re smart find a point and so you
you’re smart find a point and so you pick an arbitrary point in the room and
pick an arbitrary point in the room and
pick an arbitrary point in the room and you start walking and without telling
you start walking and without telling
you start walking and without telling you I quickly put a chair in front of
you I quickly put a chair in front of
you I quickly put a chair in front of you what do you do you come to a
you what do you do you come to a
you what do you do you come to a grinding halt or you make a sudden sharp
grinding halt or you make a sudden sharp
grinding halt or you make a sudden sharp turn and I say what are you doing you
turn and I say what are you doing you
turn and I say what are you doing you say well like how do I go you put a
say well like how do I go you put a
say well like how do I go you put a chair in front of me and this is exactly
chair in front of me and this is exactly
chair in front of me and this is exactly what we do in business which is the
what we do in business which is the
what we do in business which is the points we pick our arbitrary they’re not
points we pick our arbitrary they’re not
points we pick our arbitrary they’re not clear senses of destination they’re not
clear senses of destination they’re not
clear senses of destination they’re not visions of the future that don’t exist
visions of the future that don’t exist
visions of the future that don’t exist you know our goal this year is to
you know our goal this year is to
you know our goal this year is to increase top-line revenues by 10 million
increase top-line revenues by 10 million
increase top-line revenues by 10 million dollars why not 12 why not 8 they’re
dollars why not 12 why not 8 they’re
dollars why not 12 why not 8 they’re arbitrary points in the room and when we
arbitrary points in the room and when we
arbitrary points in the room and when we face obstacles we all of a sudden we
face obstacles we all of a sudden we
face obstacles we all of a sudden we become obsessed with the strategy the
become obsessed with the strategy the
become obsessed with the strategy the strategy was going to straight line and
strategy was going to straight line and
strategy was going to straight line and we have to stick to the strategy not so
we have to stick to the strategy not so
we have to stick to the strategy not so the strategy is adaptable when we have a
the strategy is adaptable when we have a
the strategy is adaptable when we have a clear sense of where we’re going and
clear sense of where we’re going and
clear sense of where we’re going and great leaders don’t tell us how to get
great leaders don’t tell us how to get
great leaders don’t tell us how to get there
there
there they tell us where we’re going and they
they tell us where we’re going and they
they tell us where we’re going and they leave it up to us to figure out how to
leave it up to us to figure out how to
leave it up to us to figure out how to get there
get there
get there as my friend David Marty always says
as my friend David Marty always says
as my friend David Marty always says the people at the top have all the
the people at the top have all the
the people at the top have all the authority in none of the context and the
authority in none of the context and the
authority in none of the context and the people at the bottom have all the
people at the bottom have all the
people at the bottom have all the context of none of the authority and not
context of none of the authority and not
context of none of the authority and not until when leaders allow people to make
until when leaders allow people to make
until when leaders allow people to make decisions for themselves and simply set
decisions for themselves and simply set
decisions for themselves and simply set the course and allow people to figure
the course and allow people to figure
the course and allow people to figure out how to get there well we live in a
out how to get there well we live in a
out how to get there well we live in a world in which we actually advance
world in which we actually advance
world in which we actually advance towards it clears the destination as
towards it clears the destination as
towards it clears the destination as opposed to walking in circles convinced
opposed to walking in circles convinced
opposed to walking in circles convinced that we’re making progress and yet we
that we’re making progress and yet we
that we’re making progress and yet we wake up at the end of the day after a
wake up at the end of the day after a
wake up at the end of the day after a career five years ten years and we’re
career five years ten years and we’re
career five years ten years and we’re like what’s it all worth because we have
like what’s it all worth because we have
like what’s it all worth because we have no sense of what we’re advancing in the
no sense of what we’re advancing in the
no sense of what we’re advancing in the world we have no sense of any purpose we
world we have no sense of any purpose we
world we have no sense of any purpose we have no sense that we’ve done anything
have no sense that we’ve done anything
have no sense that we’ve done anything in the world I’ll tell you one last
in the world I’ll tell you one last
in the world I’ll tell you one last story in August of 2011 I went to
story in August of 2011 I went to
story in August of 2011 I went to Afghanistan with the United States Air
Afghanistan with the United States Air
Afghanistan with the United States Air Force I do some work with the mobility
Force I do some work with the mobility
Force I do some work with the mobility forces and the general said to me you
forces and the general said to me you
forces and the general said to me you know you do a lot of work with us you
know you do a lot of work with us you
know you do a lot of work with us you know a lot about us but I would love for
know a lot about us but I would love for
know a lot about us but I would love for you to see our men and women in action
you to see our men and women in action
you to see our men and women in action would you be willing to go to Iraq or
would you be willing to go to Iraq or
would you be willing to go to Iraq or Afghanistan Sara said sure I’ll go and
Afghanistan Sara said sure I’ll go and
Afghanistan Sara said sure I’ll go and they picked Afghanistan
they picked Afghanistan
they picked Afghanistan and I didn’t tell my family that I was
and I didn’t tell my family that I was
and I didn’t tell my family that I was going because I didn’t want them to
going because I didn’t want them to
going because I didn’t want them to worry it’s not like I could like text
worry it’s not like I could like text
worry it’s not like I could like text them I’m huh I’m here you know so I just
them I’m huh I’m here you know so I just
them I’m huh I’m here you know so I just figured I wouldn’t tell them I’ll tell
figured I wouldn’t tell them I’ll tell
figured I wouldn’t tell them I’ll tell them when I get back
them when I get back
them when I get back and the first leg of the trip was we
and the first leg of the trip was we
and the first leg of the trip was we flew from Dover Delaware on a c5 to
flew from Dover Delaware on a c5 to
flew from Dover Delaware on a c5 to Ramstein Air Force Base in Germany we
Ramstein Air Force Base in Germany we
Ramstein Air Force Base in Germany we changed planes onto a kc-135 and flew
changed planes onto a kc-135 and flew
changed planes onto a kc-135 and flew into Bagram
into Bagram
into Bagram we were on we landed in Bagram in the
we were on we landed in Bagram in the
we were on we landed in Bagram in the middle of the night and we were on the
middle of the night and we were on the
middle of the night and we were on the ground for ten minutes the big side door
ground for ten minutes the big side door
ground for ten minutes the big side door was open on the side of the plane and
was open on the side of the plane and
was open on the side of the plane and the base came under rocket attack you
the base came under rocket attack you
the base came under rocket attack you can hear it come in
can hear it come in
can hear it come in sirens blaring over the loudspeakers
sirens blaring over the loudspeakers
sirens blaring over the loudspeakers telling us to go to our to seek safety
telling us to go to our to seek safety
telling us to go to our to seek safety and they told us to stay on the plane
and they told us to stay on the plane
and they told us to stay on the plane none of us put on our body armor because
none of us put on our body armor because
none of us put on our body armor because what would be the point and strangely we
what would be the point and strangely we
what would be the point and strangely we were very relaxed and for anyone who’s
were very relaxed and for anyone who’s
were very relaxed and for anyone who’s ever been in a war zone as you know you
ever been in a war zone as you know you
ever been in a war zone as you know you have all the feelings you’d expect to
have all the feelings you’d expect to
have all the feelings you’d expect to have but you don’t have them at the
have but you don’t have them at the
have but you don’t have them at the right times so here I was even me a
right times so here I was even me a
right times so here I was even me a civilian very relaxed were four hours
civilian very relaxed were four hours
civilian very relaxed were four hours before we landed I was petrified we
before we landed I was petrified we
before we landed I was petrified we finally got the all-clear and we took
finally got the all-clear and we took
finally got the all-clear and we took our stuff and we went to our barracks
our stuff and we went to our barracks
our stuff and we went to our barracks back went to our room and we were
back went to our room and we were
back went to our room and we were supposed to be in country for up to 30
supposed to be in country for up to 30
supposed to be in country for up to 30 hours to try and get a mayor drop
hours to try and get a mayor drop
hours to try and get a mayor drop mission because you know we have to find
mission because you know we have to find
mission because you know we have to find me and two escorts me and two officers I
me and two escorts me and two officers I
me and two escorts me and two officers I went left
went left
went left the good news is we found one that was
the good news is we found one that was
the good news is we found one that was leaving very early in the morning so we
leaving very early in the morning so we
leaving very early in the morning so we got about two and a half hours three
got about two and a half hours three
got about two and a half hours three hours of sleep and got out of bed and
hours of sleep and got out of bed and
hours of sleep and got out of bed and went for airdrop and it’s really great
went for airdrop and it’s really great
went for airdrop and it’s really great we got on a c-17 we flew out for about
we got on a c-17 we flew out for about
we got on a c-17 we flew out for about an hour and a half drop down to about
an hour and a half drop down to about
an hour and a half drop down to about two thousand feet the back door open and
two thousand feet the back door open and
two thousand feet the back door open and Ola
Ola
Ola you know all the supplies flew out the
you know all the supplies flew out the
you know all the supplies flew out the back with parachutes and we supplied in
back with parachutes and we supplied in
back with parachutes and we supplied in an army Forward Operating Base it was
an army Forward Operating Base it was
an army Forward Operating Base it was amazing exciting fantastic and then we
amazing exciting fantastic and then we
amazing exciting fantastic and then we flew back and now the goal was to get
flew back and now the goal was to get
flew back and now the goal was to get out of Dodge I had no reason to be there
out of Dodge I had no reason to be there
out of Dodge I had no reason to be there was just an observer and now we’ve
was just an observer and now we’ve
was just an observer and now we’ve exhausted our welcome it’s time to leave
exhausted our welcome it’s time to leave
exhausted our welcome it’s time to leave and so we found a flight that we could
and so we found a flight that we could
and so we found a flight that we could get him always up to the discretion of
get him always up to the discretion of
get him always up to the discretion of the pilot an outbound error medical
the pilot an outbound error medical
the pilot an outbound error medical mission which meant they were taking out
mission which meant they were taking out
mission which meant they were taking out wounded warriors and we said we get on
wounded warriors and we said we get on
wounded warriors and we said we get on your plane they said we need you to hang
your plane they said we need you to hang
your plane they said we need you to hang out so we waited and waited and waited
out so we waited and waited and waited
out so we waited and waited and waited and waited and waited and finally they
and waited and waited and finally they
and waited and waited and finally they said thumbs up we got on the plane we’re
said thumbs up we got on the plane we’re
said thumbs up we got on the plane we’re literally all strapped in five minutes
literally all strapped in five minutes
literally all strapped in five minutes from leaving and they said to us we need
from leaving and they said to us we need
from leaving and they said to us we need to bump you we need more room for
to bump you we need more room for
to bump you we need more room for stretchers and if there’s ever a reason
stretchers and if there’s ever a reason
stretchers and if there’s ever a reason to be bumped off a plane this is a good
to be bumped off a plane this is a good
to be bumped off a plane this is a good one so we got off the plane we went to
one so we got off the plane we went to
one so we got off the plane we went to find another flight and that’s when we
find another flight and that’s when we
find another flight and that’s when we found out that there would be no other
found out that there would be no other
found out that there would be no other flights until Tuesday this was only
flights until Tuesday this was only
flights until Tuesday this was only Saturday I was now stuck in Afghanistan
Saturday I was now stuck in Afghanistan
Saturday I was now stuck in Afghanistan for at least four days no guarantee that
for at least four days no guarantee that
for at least four days no guarantee that we’d get on a Tuesday flight and I had
we’d get on a Tuesday flight and I had
we’d get on a Tuesday flight and I had no way of letting my folks know that I
no way of letting my folks know that I
no way of letting my folks know that I wasn’t going to be home
wasn’t going to be home
wasn’t going to be home everything in my body sank every muscle
everything in my body sank every muscle
everything in my body sank every muscle went down my stomach sank I became
went down my stomach sank I became
went down my stomach sank I became immediately depressed I didn’t want to
immediately depressed I didn’t want to
immediately depressed I didn’t want to be there anymore
be there anymore
be there anymore I regretted my decision I didn’t want to
I regretted my decision I didn’t want to
I regretted my decision I didn’t want to be there and all I became preoccupied
be there and all I became preoccupied
be there and all I became preoccupied was my safety my comfort my happiness
was my safety my comfort my happiness
was my safety my comfort my happiness and I didn’t care about to turn
and I didn’t care about to turn
and I didn’t care about to turn themselves and nuts to get me what I
themselves and nuts to get me what I
themselves and nuts to get me what I needed one of the public affairs officer
needed one of the public affairs officer
needed one of the public affairs officer said I can get you in a flight to
said I can get you in a flight to
said I can get you in a flight to Kyrgyzstan but you don’t have the right
Kyrgyzstan but you don’t have the right
Kyrgyzstan but you don’t have the right visas to which I responded you get me on
visas to which I responded you get me on
visas to which I responded you get me on that plane I don’t talk to people that
that plane I don’t talk to people that
that plane I don’t talk to people that way and yet I was I was becoming that
way and yet I was I was becoming that
way and yet I was I was becoming that boss that we’ve all had that only cares
boss that we’ve all had that only cares
boss that we’ve all had that only cares about their promotion their bonus their
about their promotion their bonus their
about their promotion their bonus their advancement and yet they don’t care who
advancement and yet they don’t care who
advancement and yet they don’t care who has to turn themselves into knots to get
has to turn themselves into knots to get
has to turn themselves into knots to get them what they want that was me we went
them what they want that was me we went
them what they want that was me we went to our room and I lay down on the bed
to our room and I lay down on the bed
to our room and I lay down on the bed and shut my eyes I couldn’t sleep
and shut my eyes I couldn’t sleep
and shut my eyes I couldn’t sleep because my mind was racing and I didn’t
because my mind was racing and I didn’t
because my mind was racing and I didn’t know what to do one of the officers said
know what to do one of the officers said
know what to do one of the officers said I’m gonna see if I can find us another
I’m gonna see if I can find us another
I’m gonna see if I can find us another flight and he left and the other one
flight and he left and the other one
flight and he left and the other one said well I guess I’ll go to the gym and
said well I guess I’ll go to the gym and
said well I guess I’ll go to the gym and he left because he thought I was
he left because he thought I was
he left because he thought I was sleeping he shut off the lights and he
sleeping he shut off the lights and he
sleeping he shut off the lights and he left and I started trying to solve this
left and I started trying to solve this
left and I started trying to solve this problem I didn’t want to be there
problem I didn’t want to be there
problem I didn’t want to be there agretti too everything about it I was I
agretti too everything about it I was I
agretti too everything about it I was I didn’t know what to do
didn’t know what to do
didn’t know what to do I started Viktor Frankling myself
I started Viktor Frankling myself
I started Viktor Frankling myself anybody who’s read man’s search for
anybody who’s read man’s search for
anybody who’s read man’s search for meaning he said we cannot control the
meaning he said we cannot control the
meaning he said we cannot control the circumstances around us all we can
circumstances around us all we can
circumstances around us all we can control is our attitude so I said to
control is our attitude so I said to
control is our attitude so I said to myself okay Simon change your attitude
myself okay Simon change your attitude
myself okay Simon change your attitude you can’t control the circumstances
you can’t control the circumstances
you can’t control the circumstances change your attitude to which my exact
change your attitude to which my exact
change your attitude to which my exact words to myself word go after yourself
words to myself word go after yourself
words to myself word go after yourself you know turns out that when you’re in a
you know turns out that when you’re in a
you know turns out that when you’re in a bad mood and somebody says cheer up it
bad mood and somebody says cheer up it
bad mood and somebody says cheer up it doesn’t work right so that didn’t work
doesn’t work right so that didn’t work
doesn’t work right so that didn’t work and so again I’m in the purpose business
and so again I’m in the purpose business
and so again I’m in the purpose business and so I’m like all right the reason you
and so I’m like all right the reason you
and so I’m like all right the reason you feel disconnected the reason you feel
feel disconnected the reason you feel
feel disconnected the reason you feel like this way is because you don’t have
like this way is because you don’t have
like this way is because you don’t have a sense of purpose you don’t have a
a sense of purpose you don’t have a
a sense of purpose you don’t have a reason to be here because I started
reason to be here because I started
reason to be here because I started trying to invent one you’re here to tell
trying to invent one you’re here to tell
trying to invent one you’re here to tell their story you’re here to sort of go
their story you’re here to sort of go
their story you’re here to sort of go back home and sort of report back what’s
back home and sort of report back what’s
back home and sort of report back what’s really going on here and that didn’t
really going on here and that didn’t
really going on here and that didn’t work and we do this in our businesses as
work and we do this in our businesses as
work and we do this in our businesses as well we back into purpose you’re here to
well we back into purpose you’re here to
well we back into purpose you’re here to drive the economy and we just make stuff
drive the economy and we just make stuff
drive the economy and we just make stuff up and it’s not really the reason we
up and it’s not really the reason we
up and it’s not really the reason we can’t wait to get out of bed and I
can’t wait to get out of bed and I
can’t wait to get out of bed and I realize what was happening to me is I
realize what was happening to me is I
realize what was happening to me is I was living
was living
was living I was living a life all compressed into
I was living a life all compressed into
I was living a life all compressed into 24 hours I was living a life where I
24 hours I was living a life where I
24 hours I was living a life where I hated my job all compressed you know
hated my job all compressed you know
hated my job all compressed you know we’re we mistake these moments of
we’re we mistake these moments of
we’re we mistake these moments of excitement in these moments of joy for
excitement in these moments of joy for
excitement in these moments of joy for being happy and yet the reality is we
being happy and yet the reality is we
being happy and yet the reality is we don’t want to wake up and do it again
don’t want to wake up and do it again
don’t want to wake up and do it again the next day this was the life I was
the next day this was the life I was
the next day this was the life I was living and so I lay there absolutely
living and so I lay there absolutely
living and so I lay there absolutely depressed and I gave up I literally just
depressed and I gave up I literally just
depressed and I gave up I literally just gave up and I figured if I’m stuck here
gave up and I figured if I’m stuck here
gave up and I figured if I’m stuck here I might as well make myself useful I’ll
I might as well make myself useful I’ll
I might as well make myself useful I’ll volunteer to speak if they want me to
volunteer to speak if they want me to
volunteer to speak if they want me to speak I’ll carry boxes I’ll sweep floors
speak I’ll carry boxes I’ll sweep floors
speak I’ll carry boxes I’ll sweep floors I don’t care and instantly I felt fine
I don’t care and instantly I felt fine
I don’t care and instantly I felt fine the minute I committed myself to giving
the minute I committed myself to giving
the minute I committed myself to giving to those who give to others to serving
to those who give to others to serving
to those who give to others to serving those who serve others immediately I
those who serve others immediately I
those who serve others immediately I relaxed was actually excited to be part
relaxed was actually excited to be part
relaxed was actually excited to be part of it as if it were a movie the timing
of it as if it were a movie the timing
of it as if it were a movie the timing was weird the door flew open and it was
was weird the door flew open and it was
was weird the door flew open and it was major Throckmorton he said I got us on a
major Throckmorton he said I got us on a
major Throckmorton he said I got us on a flight that’s been a flightless wind
flight that’s been a flightless wind
flight that’s been a flightless wind directed we’ve got to go we’ve got to go
directed we’ve got to go we’ve got to go
directed we’ve got to go we’ve got to go now if we don’t go now we’re gonna miss
now if we don’t go now we’re gonna miss
now if we don’t go now we’re gonna miss the flight we’ve gotta go now where’s
the flight we’ve gotta go now where’s
the flight we’ve gotta go now where’s Matt and like he’s not he’s at the gym
Matt and like he’s not he’s at the gym
Matt and like he’s not he’s at the gym so he ran to the gym we get him off his
so he ran to the gym we get him off his
so he ran to the gym we get him off his treadmill we rushed back no time for him
treadmill we rushed back no time for him
treadmill we rushed back no time for him to change and quickly puts on his
to change and quickly puts on his
to change and quickly puts on his uniform no time to shower and we rush
uniform no time to shower and we rush
uniform no time to shower and we rush out and grab our stuff and rush out to
out and grab our stuff and rush out to
out and grab our stuff and rush out to the plane we can see our our flight our
the plane we can see our our flight our
the plane we can see our our flight our plane sitting out there on the tarmac
plane sitting out there on the tarmac
plane sitting out there on the tarmac and just as we get there then the whole
and just as we get there then the whole
and just as we get there then the whole runway shuts down and a security cordon
runway shuts down and a security cordon
runway shuts down and a security cordon comes down because there’s a fallen
comes down because there’s a fallen
comes down because there’s a fallen soldier ceremony and when there’s a
soldier ceremony and when there’s a
soldier ceremony and when there’s a fallen soldier ceremony everything stops
fallen soldier ceremony everything stops
fallen soldier ceremony everything stops out of respect and so we just sat on the
out of respect and so we just sat on the
out of respect and so we just sat on the curb and waited and I told the guys what
curb and waited and I told the guys what
curb and waited and I told the guys what I went through in that bed and I cried
I went through in that bed and I cried
I went through in that bed and I cried like a baby as I told them this is one
like a baby as I told them this is one
like a baby as I told them this is one thing that a lot of people don’t realize
thing that a lot of people don’t realize
thing that a lot of people don’t realize about the military crying is just fine
about the military crying is just fine
about the military crying is just fine the security cordon finally came up the
the security cordon finally came up the
the security cordon finally came up the ceremony was over and we walked out to
ceremony was over and we walked out to
ceremony was over and we walked out to our c-17 we would be the only three
our c-17 we would be the only three
our c-17 we would be the only three passengers aboard this aircraft what I
passengers aboard this aircraft what I
passengers aboard this aircraft what I haven’t told you is the reason this
haven’t told you is the reason this
haven’t told you is the reason this flight was redirected is because we
flight was redirected is because we
flight was redirected is because we would be carrying home a soldier for
would be carrying home a soldier for
would be carrying home a soldier for whom they just add the ceremony we
whom they just add the ceremony we
whom they just add the ceremony we climbed on board the plane and waited
climbed on board the plane and waited
climbed on board the plane and waited for the army to arrive and we stood at
for the army to arrive and we stood at
for the army to arrive and we stood at the back of the plane and finally the
the back of the plane and finally the
the back of the plane and finally the army showed up with a flag draped casket
army showed up with a flag draped casket
army showed up with a flag draped casket and all the Air Force stood at attention
and all the Air Force stood at attention
and all the Air Force stood at attention to receive the casket I put my hand on
to receive the casket I put my hand on
to receive the casket I put my hand on my chest because I’m a civilian I kind
my chest because I’m a civilian I kind
my chest because I’m a civilian I kind of felt like an idiot inside two stood
of felt like an idiot inside two stood
of felt like an idiot inside two stood at attention as we received this hero
at attention as we received this hero
at attention as we received this hero the army walked marched the casket to
the army walked marched the casket to
the army walked marched the casket to the middle of the aircraft laid him down
the middle of the aircraft laid him down
the middle of the aircraft laid him down and did a slow eight-count salute
turned mark stuff the plane and we watch
turned mark stuff the plane and we watch the Pug and cry as they walked out of
the Pug and cry as they walked out of
the Pug and cry as they walked out of sight the Air Force crew got to work and
sight the Air Force crew got to work and
sight the Air Force crew got to work and started strapping the casket down this
started strapping the casket down this
started strapping the casket down this would be a nine and a half hour
would be a nine and a half hour
would be a nine and a half hour overnight flight
overnight flight
overnight flight I said about here and the customs been
I said about here and the customs been
I said about here and the customs been there and every other flight I took we
there and every other flight I took we
there and every other flight I took we had a good time we talked we joked in
had a good time we talked we joked in
had a good time we talked we joked in this flight we’ve barely said a word to
this flight we’ve barely said a word to
this flight we’ve barely said a word to each other and every other flight I was
each other and every other flight I was
each other and every other flight I was spent time hanging out on a flight deck
spent time hanging out on a flight deck
spent time hanging out on a flight deck this flight I didn’t visit the flight
this flight I didn’t visit the flight
this flight I didn’t visit the flight deck once once we were in the sky we’ve
deck once once we were in the sky we’ve
deck once once we were in the sky we’ve laid out our sleeping bags and everybody
laid out our sleeping bags and everybody
laid out our sleeping bags and everybody staked a piece of real estate somewhere
staked a piece of real estate somewhere
staked a piece of real estate somewhere in the aircraft and we tried to get some
in the aircraft and we tried to get some
in the aircraft and we tried to get some sleep but every time I would open my
sleep but every time I would open my
sleep but every time I would open my eyes I’d be greeted by the image of that
eyes I’d be greeted by the image of that
eyes I’d be greeted by the image of that aluminum flag draped casket that we all
aluminum flag draped casket that we all
aluminum flag draped casket that we all seen on television I got to tell you was
seen on television I got to tell you was
seen on television I got to tell you was one of the greatest honors of my life
one of the greatest honors of my life
one of the greatest honors of my life having just had this experience and
having just had this experience and
having just had this experience and learned what purpose really means
learned what purpose really means
learned what purpose really means serving those who serve others I get the
serving those who serve others I get the
serving those who serve others I get the great great honour of getting to bring
great great honour of getting to bring
great great honour of getting to bring home someone who knows a lot more about
home someone who knows a lot more about
home someone who knows a lot more about service than I do
we get to Rammstein and we finally catch
we get to Rammstein and we finally catch our final flight home which is a flight
our final flight home which is a flight
our final flight home which is a flight plan another c-17 back home an air
plan another c-17 back home an air
plan another c-17 back home an air medical mission with 37 wounded warriors
medical mission with 37 wounded warriors
medical mission with 37 wounded warriors one marine and critical condition his
one marine and critical condition his
one marine and critical condition his buddy had stepped on a ie D and was
buddy had stepped on a ie D and was
buddy had stepped on a ie D and was killed he took the shrapnel two broken
killed he took the shrapnel two broken
killed he took the shrapnel two broken legs two broken arms
legs two broken arms
legs two broken arms shrapnel in the chest broken eye socket
shrapnel in the chest broken eye socket
shrapnel in the chest broken eye socket punctured eyeball I’ve never seen a body
punctured eyeball I’ve never seen a body
punctured eyeball I’ve never seen a body this broken and I was very nervous to go
this broken and I was very nervous to go
this broken and I was very nervous to go up to him when he was at the back back
up to him when he was at the back back
up to him when he was at the back back there of the plane but I finally did I
there of the plane but I finally did I
there of the plane but I finally did I went up and I talked to the docs who are
went up and I talked to the docs who are
went up and I talked to the docs who are looking after him and they took me
looking after him and they took me
looking after him and they took me through all his balloons and what they
through all his balloons and what they
through all his balloons and what they were doing and the doc was amazing he
were doing and the doc was amazing he
were doing and the doc was amazing he was a reservist reservists from a
was a reservist reservists from a
was a reservist reservists from a hospital in Austin who works in the ER
hospital in Austin who works in the ER
hospital in Austin who works in the ER at a hospital in Austin and he was so
at a hospital in Austin and he was so
at a hospital in Austin and he was so excited to tell us what was going on
excited to tell us what was going on
excited to tell us what was going on because even in this condition all the
because even in this condition all the
because even in this condition all the medical advancements and all the trauma
medical advancements and all the trauma
medical advancements and all the trauma care that that’s happening in the
care that that’s happening in the
care that that’s happening in the military that’s filtering its way down
military that’s filtering its way down
military that’s filtering its way down to civilian hospitals in other words
to civilian hospitals in other words
to civilian hospitals in other words even in this condition they’re still
even in this condition they’re still
even in this condition they’re still giving back to us and I asked him what I
giving back to us and I asked him what I
giving back to us and I asked him what I thought was a funny question I said look
thought was a funny question I said look
thought was a funny question I said look you’re an ER doc you do amazing work you
you’re an ER doc you do amazing work you
you’re an ER doc you do amazing work you were you work in an ER back home do you
were you work in an ER back home do you
were you work in an ER back home do you have a different sense of different
have a different sense of different
have a different sense of different sense of fulfillment here than you do
sense of fulfillment here than you do
sense of fulfillment here than you do back at home and he said there’s no
back at home and he said there’s no
back at home and he said there’s no components
components
components he said 90 to 95% of the people who come
he said 90 to 95% of the people who come
he said 90 to 95% of the people who come into the ER back home are either drunks
into the ER back home are either drunks
into the ER back home are either drunks or idiots that’s the reason they’re in
or idiots that’s the reason they’re in
or idiots that’s the reason they’re in the ER in the first place
the ER in the first place
the ER in the first place he says there’s not a single drunk or
he says there’s not a single drunk or
he says there’s not a single drunk or idiot here a sense of pride and
idiot here a sense of pride and
idiot here a sense of pride and fulfillment that I get serving these men
fulfillment that I get serving these men
fulfillment that I get serving these men is no comparison to what I do at home
is no comparison to what I do at home
is no comparison to what I do at home this is where your fulfillment comes
this is where your fulfillment comes
this is where your fulfillment comes from the opportunity to wake up every
from the opportunity to wake up every
from the opportunity to wake up every single day and serve those who serve
single day and serve those who serve
single day and serve those who serve others to give to people who give to
others to give to people who give to
others to give to people who give to others is the greatest gift we can have
others is the greatest gift we can have
others is the greatest gift we can have in the world it is the greatest reward
in the world it is the greatest reward
in the world it is the greatest reward we can have in the world this is what
we can have in the world this is what
we can have in the world this is what gives our life a sense of purpose it’s
gives our life a sense of purpose it’s
gives our life a sense of purpose it’s the reason why we do what we do there
the reason why we do what we do there
the reason why we do what we do there are leaders and there are those who lead
are leaders and there are those who lead
are leaders and there are those who lead leaders hold a position of power or
leaders hold a position of power or
leaders hold a position of power or influence or rank but those who lead
influence or rank but those who lead
influence or rank but those who lead inspire us and whether they’re
inspire us and whether they’re
inspire us and whether they’re individuals or organizations we follow
individuals or organizations we follow
individuals or organizations we follow those who lead not because we have to
those who lead not because we have to
those who lead not because we have to but because we want to and we follow
but because we want to and we follow
but because we want to and we follow those who lead not for them but for
those who lead not for them but for
those who lead not for them but for ourselves this is for the people who
ourselves this is for the people who
ourselves this is for the people who want to inspire others and this is for
want to inspire others and this is for
want to inspire others and this is for the people who want to find somebody to
the people who want to find somebody to
the people who want to find somebody to inspire them
thank you very much
thank you very much [Applause]
[Applause]
[Applause] thank you
thank you
thank you [Applause]
[Applause]
[Applause] thank you that’s very generous thank you
thank you that’s very generous thank you
thank you that’s very generous thank you very much
very much
very much I think we have time for just a couple
I think we have time for just a couple
I think we have time for just a couple questions if you have any and done a
questions if you have any and done a
questions if you have any and done a heavy note
yeah
yeah Sagan
Sagan
Sagan so the question is what advice do I have
so the question is what advice do I have
so the question is what advice do I have for the leaders leadership is a
for the leaders leadership is a
for the leaders leadership is a responsibility it is not a rank or a
responsibility it is not a rank or a
responsibility it is not a rank or a position and many people in leadership
position and many people in leadership
position and many people in leadership positions forget that they have a
positions forget that they have a
positions forget that they have a responsibility for human beings you
responsibility for human beings you
responsibility for human beings you cannot lead a company you lead people
cannot lead a company you lead people
cannot lead a company you lead people always and there’s a cost for leadership
always and there’s a cost for leadership
always and there’s a cost for leadership and that cost us self-interest and what
and that cost us self-interest and what
and that cost us self-interest and what you find is that great leaders are
you find is that great leaders are
you find is that great leaders are willing to sacrifice themselves for each
willing to sacrifice themselves for each
willing to sacrifice themselves for each other in the military they give medals
other in the military they give medals
other in the military they give medals to people who are willing to sacrifice
to people who are willing to sacrifice
to people who are willing to sacrifice themselves so that others may gain in
themselves so that others may gain in
themselves so that others may gain in business we give bonuses to people who
business we give bonuses to people who
business we give bonuses to people who are willing to sacrifice others so that
are willing to sacrifice others so that
are willing to sacrifice others so that we may gain backwards and and
we may gain backwards and and
we may gain backwards and and fundamentally the job of leadership is
fundamentally the job of leadership is
fundamentally the job of leadership is not an easy job it is a job that
not an easy job it is a job that
not an easy job it is a job that requires more work not less work and all
requires more work not less work and all
requires more work not less work and all the trappings we get and advantages and
the trappings we get and advantages and
the trappings we get and advantages and higher salaries and better parking
higher salaries and better parking
higher salaries and better parking spaces all of that is comes at a cost
spaces all of that is comes at a cost
spaces all of that is comes at a cost and that cost as our willingness to
and that cost as our willingness to
and that cost as our willingness to sacrifice ourselves our well-being and
sacrifice ourselves our well-being and
sacrifice ourselves our well-being and sometimes the numbers so that others
sometimes the numbers so that others
sometimes the numbers so that others will survive and do well and feel safe
will survive and do well and feel safe
will survive and do well and feel safe those are leaders but the leaders who
those are leaders but the leaders who
those are leaders but the leaders who are willing to sacrifice people to save
are willing to sacrifice people to save
are willing to sacrifice people to save numbers they they’re just in leadership
numbers they they’re just in leadership
numbers they they’re just in leadership positions there are no leaders so the
positions there are no leaders so the
positions there are no leaders so the advice I would give to leaders is think
advice I would give to leaders is think
advice I would give to leaders is think of yourselves as parents right the
of yourselves as parents right the
of yourselves as parents right the corporation is a modern invention the
corporation is a modern invention the
corporation is a modern invention the nation-state is a modern invention
nation-state is a modern invention
nation-state is a modern invention there’s only one thing that predated all
there’s only one thing that predated all
there’s only one thing that predated all those things meant the family and great
those things meant the family and great
those things meant the family and great leaders are like great parents which is
leaders are like great parents which is
leaders are like great parents which is all they want is to provide education
all they want is to provide education
all they want is to provide education and training and teach provide
and training and teach provide
and training and teach provide opportunities discipline sometimes and
opportunities discipline sometimes and
opportunities discipline sometimes and help build the confidence of the people
help build the confidence of the people
help build the confidence of the people who work for them in their care so they
who work for them in their care so they
who work for them in their care so they can grow up one day and achieve
can grow up one day and achieve
can grow up one day and achieve we heard she could achieve for ourselves
we heard she could achieve for ourselves
we heard she could achieve for ourselves it’s the exact same thing so forth for
it’s the exact same thing so forth for
it’s the exact same thing so forth for the advice I’d give to leaders is care
the advice I’d give to leaders is care
the advice I’d give to leaders is care about people first
”
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