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【正文】 30到40美元,然后就直線下跌,而成交價(jià)格從沒(méi)超過(guò)10美元,實(shí)際上,我記得就沒(méi)有超過(guò)6美元,除了幾次價(jià)格小漲起落。they buy why you do what you do simply serves as the proof of what you 。re the kind of person who likes to have total control over every aspect of your life, boy, do we have a product for pauses live TV, skips mercials, memorizes your viewing habits, etc., etc.“ People don39。t like 39。t believe don39。t even think it39。ve never made when they went IPO, their stock was at about 30 or 40 dollars and then plummeted, and it39。But TiVo39。他們資金極為充裕,市場(chǎng)需求非常好。從八、九年前TiVo問(wèn)世,直到今天,他們都是市場(chǎng)上唯一品質(zhì)最高的產(chǎn)品。沒(méi)錯(cuò),這樣你就可以享有成功了。首先,著名的失敗例子,是在商業(yè)領(lǐng)域內(nèi)的。So let me give you a famous example, a famous failure and a famous success of the law of diffusion of , the famous 39。那些在iPhone開(kāi)售前排隊(duì)6個(gè)小時(shí)的人,是因?yàn)樗麄儗?duì)世界的看法──智能手機(jī)和移動(dòng)計(jì)算將是業(yè)界的未來(lái),于是他們排隊(duì)證明給世人看,他們將是第一批走向這個(gè)未來(lái)的人。所以還是那句話,人們不因你所做的而買(mǎi)單,他們因你所做的理由而買(mǎi)單,你的行動(dòng)就證明了你的信念。他們是為自己而購(gòu)買(mǎi)。就是這些人,在平板電視剛推出的時(shí)候,愿意花費(fèi)四萬(wàn)美元購(gòu)買(mǎi),即使技術(shù)還沒(méi)完全成熟。t buy what you do。t buy what you do。t do it because the technology was so did it for 39。而這些人,這些革新者和早期采用者,他們勇于嘗試新事物,他們更易于憑直覺(jué)做決定,靠的是他們對(duì)世界的信念,而非只是市場(chǎng)上有什么樣的產(chǎn)品。摩爾說(shuō)的,“跨越鴻溝”。那是我們?cè)鯓用枋鏊麄?,那就像那種勇敢的感覺(jué),“哦,他們剛剛接受了。好吧,算你可以遍訪10%的客戶。我總是問(wèn)企業(yè),“你的新業(yè)務(wù)什么時(shí)候開(kāi)始轉(zhuǎn)變?” 他們喜歡告訴我說(shuō),“噢,大概10%。re fortable making those gut 39。t get it? So it39。s like that gut feeling, ”O(jiān)h, they just get it.“ The problem is: How do you find the ones that get it before you39。s about 10 percent,“ , you can trip over 10 percent of the all have about 10 percent who just ”get it.“ That39。(Laughter)(笑)We all sit at various places at various times on this scale, but what the law of diffusion of innovation tells us is that if you want massmarket success or massmarket acceptance of an idea, you cannot have it until you achieve this tipping point between 15 and 18 percent market then the system I love asking businesses, ”What39。如果你沒(méi)有聽(tīng)說(shuō)過(guò)這個(gè)法則的話,你肯定知道這個(gè)概念。如果你講述你的信念,你會(huì)吸引那些與你具有同樣信念的人。t know the law, you definitely know the first two and a half percent of our population are our next 13 and a half percent of our population are our early next 34 percent are your early majority, your late majority and your only reason these people buy touch tone phones is because you can39。t buy what you do。他是第一個(gè)投入研制的,卻沒(méi)能第一個(gè)成功,看來(lái)他沒(méi)能成名,也無(wú)法借機(jī)發(fā)財(cái),于是他放棄了。蘭利動(dòng)機(jī)不純,因?yàn)樵谌R特兄弟試飛成功后,他退出了。t get famous, so he ,萊特兄弟進(jìn)行試飛成功,當(dāng)時(shí)無(wú)人在場(chǎng)見(jiàn)證,而外界幾天之后才知曉。t first, he didn39。s an amazing discovery guys, and I will improve upon your technology,“ but he didn39。其他人只是為工資單工作,而且他們還對(duì)外人講述他們是怎么樣在萊特兄弟出去的時(shí)候不得不偷偷拿走零件,因?yàn)樗麄兺聿投紵o(wú)以為繼,生活瀕于崩潰。他追求的就是這兩個(gè)結(jié)果。蘭利就不同了。他們相信,如果他們能研制出來(lái)載人飛行器,將會(huì)改變世界。萊特兄弟,他們倆沒(méi)有任何我們認(rèn)定的成功要素──他們資金匱乏,研制經(jīng)費(fèi)都來(lái)自于兄弟倆開(kāi)的自行車(chē)鋪的微薄利潤(rùn);他們團(tuán)隊(duì)里的人沒(méi)有一個(gè)上過(guò)大學(xué),連他們倆自己也沒(méi)上過(guò);《紐約時(shí)報(bào)》記者更是不沾他們的邊。s how many times they would crash before they came in for ,在俄亥俄州戴頓市幾百里外,奧維爾ll change the course of the Pierpont Langley was wanted to be rich, and he wanted to be was in pursuit of the was in pursuit of the lo and behold, look what people who believed in the Wright brothers39。蘭利呢?A few hundred miles away in Dayton Ohio, Orville and Wilbur Wright, they had none of what we consider to be the recipe for had no paid for their dream with the proceeds from their bicycle a single person on the Wright brothers39。除此之外,《紐約時(shí)報(bào)》記者整天跟在他屁股后面等新聞──每個(gè)人都支持他。他用手里的資金可以雇傭當(dāng)時(shí)最好的專(zhuān)家。所以對(duì)他來(lái)說(shuō),資金不是問(wèn)題;他又在哈佛有一個(gè)職位,并在Smithsonian博物館工作,人脈很廣很深。塞繆爾是什么意思呢?比如今天,你要是問(wèn)別人,“你的產(chǎn)品或公司為什么會(huì)失?。俊?那人一定會(huì)給出同樣三樣事情的同樣組合──資本不夠,用人不善,市道不佳。塞繆爾在二十世紀(jì)早期,對(duì)載人飛行的探索的熱情,就像今天對(duì)建立網(wǎng)絡(luò)公司的熱度一樣。ve never heard of Samuel Pierpont Langley? 絕大部分人都沒(méi)有聽(tīng)說(shuō)過(guò)塞繆爾s always the same three things, so let39。Most people don39。ll work for your you with blood and sweat and nowhere else is there a better example of this than with the Wright ,而人們需要這樣的理由,你如何贏得大家對(duì)你的支持,從你這里下單購(gòu)買(mǎi),或者,更重要的,忠誠(chéng)并且想成為你行動(dòng)的一分子呢?再說(shuō)一次,目標(biāo)不是向那些有求于你的人銷(xiāo)售,目標(biāo)是向那些相信你所堅(jiān)信的人銷(xiāo)售,他們將為你付出熱血,汗水和淚水。s to hired people who believe what you always say that, you know, if you hire people just because they can do a job, they39。the goal is to sell to people who believe what you goal is not just to hire people who need a job。But if you don39?!庇袝r(shí)候,你會(huì)說(shuō)自己是在用心去帶領(lǐng),或者用靈魂去引導(dǎo),嗯,我不愿意打斷你,但這些都不是控制你行為的身體部分。你可能也知道,有時(shí)候你給了別人所有的事實(shí)和圖表,然后他們說(shuō),“我知道所有的事實(shí)和細(xì)節(jié)是怎么回事,但就是感覺(jué)不對(duì)。當(dāng)我們可以從內(nèi)向外溝通時(shí),我們就是在直接與大腦中控制行動(dòng)的部分溝通,然后人們?cè)倮硇缘乜紤]我們所說(shuō)和做的“怎樣”和“什么”。t other body parts controlling your 39。re leading with your heart, or you39。t just doesn39。t ”feel“ right? Because the part of the brain that controls decisionmaking, doesn39。re talking directly to the part of the brain that controls behavior, and then we allow people to rationalize it with the tangible things we say and is where gut decisions e know, sometimes you can give somebody all the facts and figures, and they say, ”I know what all the facts and details say, but it just doesn39。In other words, when we municate from the outside in, yes, people can understand vast amounts of plicated information like features and benefits and facts and just doesn39。中間的兩個(gè)部分是我們的邊腦(limbic brain),邊腦負(fù)責(zé)我們所有的情感,比如信任和忠誠(chéng),也負(fù)責(zé)所有的人體行動(dòng)和做出決策。我們最新的腦部,即我們智人(生物學(xué)概念,指有了現(xiàn)代智慧的人種)的腦部,或者說(shuō)我們的大腦皮層(neocortex),對(duì)應(yīng)著“是什么”這個(gè)環(huán)。對(duì),不是心理學(xué),是生物學(xué)。s all grounded in the tenets of psychology, you look at a crosssection of the human brain, looking from the top down, What you see is the human brain is actually broken into three major ponents that correlate perfectly with the golden newest brain, our homo sapien brain, our neocortex, corresponds with the ”what“ neocortex is responsible for all of our rational and analytical thought and middle two sections make up our limbic our limbic brains are responsible for all of our feelings, like trust and 39。None of what I39。商業(yè)的目的不是和那些他有求你有供的人做生意,是和那些信念相同的人做生意。你干嘛要從一家電腦公司買(mǎi)一臺(tái)MP3播放器呢?但我們每天就是這么做的。同樣沒(méi)有人買(mǎi)。但他們推出的平板電視機(jī)無(wú)人問(wèn)津。幾年前,Gateway公司推出了一款平面電視機(jī)。那些競(jìng)爭(zhēng)對(duì)手們也能生產(chǎn)品質(zhì)很好的所有這些產(chǎn)品。但是,就像我前面說(shuō)到,蘋(píng)果只是一個(gè)電腦公司。they buy why you do goal is not to do business with everybody who needs what you goal is to do business with people who believe what you 39。t even imagine buying an MP3 player from would you buy an MP3 player from a puter pany? But we do it every don39。re eminently qualified to make flat screen 39。s just a puter 39。This explains why every single person in this room is perfectly fortable buying a puter from we39。我所做的就是反轉(zhuǎn)信息的順序。我們只是碰巧制造電腦而已。they buy why you
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