why some organizations and some leaders are able to inspire where others aren't. Every

single person, every single organization on the planet knows what they do. 100% Some,

know how they do it. But very very few people or organizations know why they do what they

do. By "Why" I mean what's your purpose, what's your cause, what's your belief? And why should

anyone care? The inspired leaders and the inspired organizations all think, act and

communicate from the inside out. Let me give you an example. If Apple were like everyone

else, a marketing message from them might sound like this: "We make great computers,

they're beautifully designed, simple to use and user-friendly. Wanna buy one?" Meh. That's

how most marketing is done, that's how most sales is done, we say what we do, we say how

we're different or how we're better and we expect some sort of behavior: A purchase,

a vote, something like that. 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. Wanna buy one?" People don't buy what you do, people 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. Again, the goal is not just

to sell to people who need what you have, the goal is to sell to people who believe

what you believe. If you um hire people just because they can do a job, they'll work for

your money. But if you hire people who believe what you believe, they work for you with blood

and sweat and tears. Something called the "Law of Diffusion of Innovation" The first

2.5% of our population are our innovators. The next 13.5% of our population are our early

adoptors, the next 34% are our early majority, our late majority and our laggards. But if

you want mass market success or mass market acceptance of an idea, you cannot have it

until you achieve this tipping point between 15 and 18% market penetration. So, it's this

here, this little gap that you have to close. Because you see, the early majority will not

try something until someone else has tried it first. And these guys, the innovators and

the early adoptors, they are more comfortable making those intuitive decisions driven by

what they believe about the world and not just what product is available. These are

the people who stood in line for 6 hours to buy an iPhone when they first came out. Leaders

hold the position of power or authority. Those who lead, inspire us. Those who start with

why that have the ability to inspire those around them or find others who inspire them.

Thank you very much.