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● スクリプト
Why? How? What? This little idea explains why some organizations and some leaders are able to inspire where others aren't. Let me define the terms really quickly. Every single person, every single organization on the planet knows what they do, 100 percent. Some know how they do it, whether you call it your differentiated value proposition or your proprietary process or your USP. But very, very few people or organizations know why they do what they do. And by "why" I don't mean "to make a profit." That's a result. It's always a result. By "why," I mean What's your purpose? What's your cause? What's your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care? As a result, the way we think, we act, the way we communicate is from the outside in, it's obvious. We go from the clearest thing to the fuzziest thing. But the inspired leaders and the inspired organizations -- regardless of their size, regardless of their industry -- all think, act and communicate from the inside out.
● 解説
Why? How? What? / This little idea explains / why some organizations and some leaders are able to inspire / where others aren't. / Let me define / the terms really quickly. / Every single person, every single organization on the planet / knows what they do, / 100 percent. / Some / know how they do it, / whether you call it your differentiated value proposition / or your proprietary process / or your USP. / But very, very few people or organizations / know why they do what they do. / And by "why" I don't mean "to make a profit." / That's a result. / It's always a result. / By "why," I mean What's your purpose? / What's your cause? / What's your belief? / Why does your organization exist? / Why do you get out of bed in the morning? / And why should anyone care? / As a result, the way we think, we act, the way we communicate / is from the outside in, / it's obvious. / We go from the clearest thing to the fuzziest thing. / But the inspired leaders and the inspired organizations / -- regardless of their size,/ regardless of their industry / -- all think, act and communicate / from the inside out.
explain = [動] 説明する
organization = [名] 組織
inspire = [動] 奮い立たせる、インスパイヤーさせる
define = [動] 定義する、明確にする
term = [名] 専門用語
whether = [接] 〜かどうか
differentiated = [形] 差別化された
proposition = [名] 提案
proprietary = [形] 所有の
USP = [名] 売り込み文句、セールスポイント
mean = [動] 意味する
profit = [名] 利益
result = [名] 結果
purpose = [名] 目的
belief = [名] 信念
exist = [動] 存在する
as a result = [副] 結果として
obvious = [形] 明らかに
fuzzy = [形] 曖昧な
regardless of A = [形] Aに関係なく
● 解説
なぜ? どうやって? 何を? この小さなアイデアで、ある組織やリーダーがなぜ他にはない力を得るのかを説明できます。用語を簡単に定義しておきます。世の中の誰にせよ、どの組織にせよ、自分たちが何をしているかはわかっています。100%誰でもどうやるかをわかっている人もいます。それは差別化する価値提案とか固有プロセスとか独自のセールスポイントと呼ばれるかもしれません。でも「なぜやっているのか」がわかっている人や組織は非常に少ないのです。「利益」は「なぜ」の答えではありません。それは結果です。いつでも結果です。「なぜ」というときには目的を問うています。何のために? 何を信じているのか? その組織の存在する理由は何か? 何のために朝起きるのか? なぜそれが大事なのか? 実際のところ私達が考え行動し伝えるやり方は、外から中へです。それはそうでしょう。明確なものから曖昧なものへ向かうのです。でも飛び抜けたリーダーや飛び抜けた組織は、その大きさや業界にかかわらず考え行動し、伝える時には中から外へと向かいます。
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