full transcript

From the Ted Talk by Simon Sinek: How great leaders inspire action

Unscramble the Blue Letters


Here's how Apple actually communicates. "Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully dgeneisd, simple to use and user frenildy. We just happen to make great computers. Want to buy one?" taltloy different, right? You're ready to buy a computer from me. I just reversed the order of the information. What it proves to us is that people don't buy what you do; people buy why you do it.

This explains why every single person in this room is pcftleery comfortable buying a computer from Apple. But we're also perfectly ctformaoble buying an MP3 pyaelr from Apple, or a phone from Apple, or a DVR from Apple. As I said before, Apple's just a comeptur company. Nothing distinguishes them structurally from any of their competitors. Their ctoieortpms are equally qualified to make all of these products. In fact, they tried. A few years ago, Gateway came out with flat-screen TVs. They're eminently qualified to make flat-screen TVs. They've been making flat-screen mnrtioos for yares. Nobody bghuot one. Dell came out with MP3 peayrls and PDAs, and they make great quality products, and they can make perfectly well-designed products — and nobody bought one. In fact, talking about it now, we can't even imagine buying an MP3 player from Dell. Why would you buy one from a computer company? But we do it every day. People don't buy what you do; they buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.

Open Cloze


Here's how Apple actually communicates. "Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully ________, simple to use and user ________. We just happen to make great computers. Want to buy one?" _______ different, right? You're ready to buy a computer from me. I just reversed the order of the information. What it proves to us is that people don't buy what you do; people buy why you do it.

This explains why every single person in this room is _________ comfortable buying a computer from Apple. But we're also perfectly ___________ buying an MP3 ______ from Apple, or a phone from Apple, or a DVR from Apple. As I said before, Apple's just a ________ company. Nothing distinguishes them structurally from any of their competitors. Their ___________ are equally qualified to make all of these products. In fact, they tried. A few years ago, Gateway came out with flat-screen TVs. They're eminently qualified to make flat-screen TVs. They've been making flat-screen ________ for _____. Nobody ______ one. Dell came out with MP3 _______ and PDAs, and they make great quality products, and they can make perfectly well-designed products — and nobody bought one. In fact, talking about it now, we can't even imagine buying an MP3 player from Dell. Why would you buy one from a computer company? But we do it every day. People don't buy what you do; they buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.

Solution


  1. computer
  2. competitors
  3. years
  4. friendly
  5. monitors
  6. player
  7. players
  8. bought
  9. totally
  10. designed
  11. perfectly
  12. comfortable

Original Text


Here's how Apple actually communicates. "Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?" Totally different, right? You're ready to buy a computer from me. I just reversed the order of the information. What it proves to us is that people don't buy what you do; people buy why you do it.

This explains why every single person in this room is perfectly comfortable buying a computer from Apple. But we're also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple, or a DVR from Apple. As I said before, Apple's just a computer company. Nothing distinguishes them structurally from any of their competitors. Their competitors are equally qualified to make all of these products. In fact, they tried. A few years ago, Gateway came out with flat-screen TVs. They're eminently qualified to make flat-screen TVs. They've been making flat-screen monitors for years. Nobody bought one. Dell came out with MP3 players and PDAs, and they make great quality products, and they can make perfectly well-designed products — and nobody bought one. In fact, talking about it now, we can't even imagine buying an MP3 player from Dell. Why would you buy one from a computer company? But we do it every day. People don't buy what you do; they buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.

Frequently Occurring Word Combinations


ngrams of length 2

collocation frequency
wright brothers 6
samuel pierpont 5
pierpont langley 4
market conditions 4
powered man 3
hire people 3
told people 3
computer company 2
martin luther 2
luther king 2
civil rights 2
great orator 2
man flight 2
profoundly changed 2
golden circle 2
great computers 2
user friendly 2
status quo 2
people buy 2
single person 2
perfectly comfortable 2
comfortable buying 2
gut decisions 2
york times 2
comfortable making 2
famous failure 2
pauses live 2
people showed 2
higher authority 2

ngrams of length 3

collocation frequency
samuel pierpont langley 4
martin luther king 2
powered man flight 2
perfectly comfortable buying 2

Important Words


  1. apple
  2. beautifully
  3. bought
  4. business
  5. buy
  6. buying
  7. challenge
  8. challenging
  9. comfortable
  10. communicates
  11. company
  12. competitors
  13. computer
  14. computers
  15. day
  16. dell
  17. designed
  18. differently
  19. distinguishes
  20. dvr
  21. eminently
  22. equally
  23. explains
  24. fact
  25. friendly
  26. gateway
  27. goal
  28. great
  29. happen
  30. imagine
  31. information
  32. making
  33. monitors
  34. order
  35. pdas
  36. people
  37. perfectly
  38. person
  39. phone
  40. player
  41. players
  42. products
  43. proves
  44. qualified
  45. quality
  46. quo
  47. ready
  48. reversed
  49. room
  50. simple
  51. single
  52. status
  53. structurally
  54. talking
  55. thinking
  56. totally
  57. tvs
  58. user
  59. years