信念 就是即使看不到长阶通向何方 却仍愿意迈出第一步
Faith is taking a first step even when you don’t see the whole stair case.
马丁·路德·金
Martin Luther King Jr.
1963年 8月 23日
On August 23, 1963,
25万人走上了华盛顿哥伦比亚特区的街头
a quarter of a million people went to Washington D.C.
去倾听马丁·路德·金在
to hear Martin Luther King Jr. speak
林肯纪念堂的演讲
at the Lincoln Memorial.
他是如何得到如此多的追随者的呢？
How did he get so many people to come out?
他既没有发布新闻通讯也没有使用推特账号
He didn’t have a news letter or twitter account,
也没录制Youtube短片或者利用谷歌的关键字搜索
he wasn’t making Youtube videos or using Google AdWords,
他没有网站 也没使用脸书
he didn’t have a website or use Facebook.
他没有使用以上任何一种方式
He didn’t have any of the tools
使我们在那天 更加容易的聚集和行动
that make it so easy for us today to reach people and start movements.
然而 还是有二百五十万人出现在了这里
And yet 250,000 people came out.
这究竟是为什么呢？
Why?
因为他象征着一些重要的东西
Because he stood for something important.
他所信仰的事业触动了人们的内心 领导了人们的行动
The cause he believed in touched people’s hearts and led them to action.
人们有意愿去传播他的言论 推动他的事业 因为这是非常重要的
It was so important that people willingly spread the word and promoted his cause.
因为那同样也是他们的事业
Because it was their cause.
你也需要这样做
You need to do the same.
但这与生计何干？
What does this have to do with business?
你或许会想
You might be thinking
那好 他为政治和文化运动而奋斗
“That’s great. He works for political and cultural movements,
但 这又与生计何干？
but what does this have to do with business?”
我很高兴你问了
I’m glad you asked.
我们在这所讨论的是 让人们行动起来
What we’re talking about here is getting people to take action,
去诉说一些大众热切关注的问题 影响政策的制定
influencing decision-making by appealing to something that people feel passionate about.
你可以在你的网站里 实现这个目标 购买到产品
You can apply the goal into your website and buying your product
就像走上公交车
just as easily as it does to getting in the bus
然后去倾听马丁·路德·金的演讲一样容易
and traveling to hear Martin Luther King Jr. speak.
大多数的公司却从来不会这样做
Most companies just never do it.
你的生意不仅仅只是制造产品或者提供服务
Your business is not just about making a product or service,
那只是失败的成因
that’s a recipe for failure.
在人们购买你的任何产品之前 人们想知道你是谁 你的立场是什么
People want to know who you are and what you stand for before they’ll buy anything from you.
这关乎对重要的事业的支持
It’s about standing for something important
会使你的事业
and having your cause.
成为你顾客的事业
Be your customer’s cause.