Simon Sinek – Change Your Narrative

TRANSKRIP
So I wanted to prove that all marketing is the same thing.
No matter what you’re selling, it was always the same thing.
And good marketing talked about the buyer.
And bad marketing talked about the seller.
Make sense?
“I” versus “you.”
So to illustrate my point, I wanted to prove that what the homeless do and what Microsoft does is the same thing.
So if you think about what the homeless do, there is advertising.
They sit there with a little sign that says, “I’m homeless, I’m hungry, I’ve got six kids, I’m a veteran …” trying to appeal to everybody.
That’s called a little billboard.
Microsoft has a billboard that says, “More memory, bigger screen …” all the rest of it.
More RAM, more ROM.
And what the homeless are selling is goodwill.
So if you walk past a homeless person and you put money in their cup, you feel good.
If you give them nothing, you either feel nothing or feel bad.
You paid for that feeling.
There was an exchange of consideration.
I sold you goodwill, you paid for it, you got it.
They’re selling goodwill, that’s what they’re doing.
They’re selling the feeling of goodwill.
So I found a homeless person who was willing to help me,
and her sign was pretty typical,
and I found out that she makes between twenty and thirty dollars a day selling goodwill.
And she works an eight to ten-hour day.
Thirty dollars is considered a good day, selling goodwill.
And like I said, her sign was pretty typical.
So I asked her if I could change her sign and we did.
And the sign that I gave her, she made forty dollars in two hours.
The sign that I gave her said,
“If you only give once a month, please think of me next time.”
It wasn’t about the seller,
it was about the giver.
What are the reasons people say they don’t give?
How do I know that they’re genuine, I can’t give to everyone.
So I simply answered the questions.
If you can only give once a month, please think of me next time.
I know you can’t give to everybody, I’m legit.
That’s all.
Now here’s the point I was going to make.
She could have made one hundred and fifty dollars that day.
But after she made her forty dollars in two hours, she left.
Because one of the reasons she’s homeless,
or we could surmise that one of the reasons she’s homeless is she’s decided that she needs twenty or thirty dollars to live per day.
So once she had it, she moved on.
That’s a narrative.
So she’ll stay there because she didn’t sit longer.
That’s a narrative.
So there’s a wonderful little trick you can use with your narrative.
Just add the word ‘yet’ at the end.
I’m not famous,
yet.
I’m not that talented,
yet.
I’m not good at auditions, I need to get better at auditions, I suck at auditions,
for now.
You can just add a couple of words of hope or opportunity, or the potential for future,
or some sort of infinite component that will profoundly change your narrative.

TRANSKRIP
So I wanted to prove that all marketing is the same thing.
Saya ingin membuktikan bahwa semua pemasaran itu sama saja.

No matter what you’re selling, it was always the same thing.
Tidak peduli apa yang kamu jual, selalu sama.

And good marketing talked about the buyer.
Pemasaran yang bagus berbicara tentang pembeli.

And bad marketing talked about the seller.
Pemasaran yang buruk berbicara tentang penjual.

Make sense?
Masuk akal?

“I” versus “you.”
“Saya” melawan “kamu”

So to illustrate my point, I wanted to prove that what the homeless do and what Microsoft does is the same thing.
Jadi untuk menggambarkan maksud saya, saya ingin membuktikan bahwa yang dilakukan gelandangan dan yang dilakukan Microsoft itu sama.

So if you think about what the homeless do, there is advertising.
Kalau kamu pikirkan apa yang dilakukan gelandangan, ada pengiklanan.

They sit there with a little sign that says, “I’m homeless, I’m hungry, I’ve got six kids, I’m a veteran …” trying to appeal to everybody.
Mereka duduk dengan penanda yang berkata, “Saya gelandangan, saya lapar, saya punya enam anak, saya veteran..” mencoba untuk memohon pada orang-orang.

That’s called a little billboard.
Itu disebut papan iklan kecil.

Microsoft has a billboard that says, “More memory, bigger screen …” all the rest of it.
Microsoft punya papan iklan yang berkata, “Lebih banyak memori, layar yang lebih besar…” dan seterusnya.

More RAM, more ROM.
Lebih banyak RAM, lebih banyak ROM.

And what the homeless are selling is goodwill.
Dan yang dijual gelandangan adalah niat baik.

So if you walk past a homeless person and you put money in their cup, you feel good.
Kalau kamu berjalan melewati seorang gelandangan dan kamu menaruh uang di cangkir mereka, kamu merasa senang.

If you give them nothing, you either feel nothing or feel bad.
Kalau kamu tidak memberinya apa-apa, kamu tidak merasa apa-apa atau merasa bersalah.

You paid for that feeling.
Kamu membayar untuk perasaan itu.

There was an exchange of consideration.
Ada pertukaran pertimbangan.

I sold you goodwill, you paid for it, you got it.
Saya menjual niat baik padamu, kamu membayarnya, kamu medapatkannya.

They’re selling goodwill, that’s what they’re doing.
Mereka menjual niat baik, itulah yang mereka lakukan.

They’re selling the feeling of goodwill.
Mereka menjual perasaan tentang niat baik.

So I found a homeless person who was willing to help me,
Saya menemukan seorang gelandangan yang bersedia membantu saya,

and her sign was pretty typical,
dan penandanya sangat umum,

and I found out that she makes between twenty and thirty dollars a day selling goodwill.
dan saya mengetahui bahwa dia menghasilkan antara dua puluh dan tiga puluh dolar setiap hari menjual niat baik.

And she works an eight to ten-hour day.
Dan dia bekerja delapan hingga sepuluh jam setiap hari.

Thirty dollars is considered a good day, selling goodwill.
Tiga puluh dolar termasuk lumayan, menjual niat baik.

And like I said, her sign was pretty typical.
Dan seperti yang saya bilang, penandanya sangat umum.

So I asked her if I could change her sign and we did.
Jadi saya bertanya padanya apa saya bisa mengganti penandanya dan kami melakukannya.

And the sign that I gave her, she made forty dollars in two hours.
Dan penanda yang saya berikan padanya, dia menghasilkan empat puluh dolar dalam dua jam.

The sign that I gave her said,
Penanda yang saya berikan padanya tertulis,

“If you only give once a month, please think of me next time.”
“Jika anda hanya memberi sekali dalam satu satu bulan, tolong pikirkan saya lain kali.”

It wasn’t about the seller,
Itu bukan tentang penjual,

it was about the giver.
itu tentang pemberi.

What are the reasons people say they don’t give?
Apa alasan yang orang katakan mereka tidak memberi?

How do I know that they’re genuine, I can’t give to everyone.
Bagaimana saya tahu kalau mereka benar-benar gelandangan, saya tidak bisa memberi ke semua orang.

So I simply answered the questions.
Jadi saya hanya menjawab pertanyaan mereka.

If you can only give once a month, please think of me next time.
Kalau anda hanya bisa memberi sekali dalam sebulan, tolong pikirkan saya lain kali.

I know you can’t give to everybody, I’m legit.
Saya tahu kamu tidak bisa memberi ke semua orang, saya benar-benar tunawisma.

That’s all.
Itu saja.

Now here’s the point I was going to make.
Ini maksud yang ingin saya sampaikan.

She could have made one hundred and fifty dollars that day.
Dia bisa saja menghasilkan seratus lima puluh dolar hari itu.

But after she made her forty dollars in two hours, she left.
Tapi setelah mendapatkan empat puluh dolar dalam dua jam, dia pergi.

Because one of the reasons she’s homeless,
Karena salah satu alasan dia gelandangan,

or we could surmise that one of the reasons she’s homeless is she’s decided that she needs twenty or thirty dollars to live per day.
atau kita bisa menduga bahwa salah satu alasan dia gelandangan adalah dia sudah memutuskan bahwa dia perlu dua puluh atau tiga puluh dolar untuk hidup setiap hari.

So once she had it, she moved on.
Jadi begitu dia mendapatkannya, dia pergi.

That’s a narrative.
Itu adalah sebuah naratif.

So she’ll stay there because she didn’t sit longer.
Jadi dia akan tetap di sana karena dia tidak duduk lebih lama.

That’s a narrative.
Itu adalah sebuah naratif.

So there’s a wonderful little trick you can use with your narrative.
Ada sebuah trik sederhana yang bisa kamu gunakan dengan naratifmu.

Just add the word ‘yet’ at the end.
Tambahkan kata “sekarang” di akhir kalimat.

I’m not famous,
Saya tidak terkenal

yet.
sekarang.

I’m not that talented,
Saya tidak berbakat

yet.
sekarang

I’m not good at auditions, I need to get better at auditions, I suck at auditions,
Saya tidak pandai dalam audisi, saya perlu lebih baik saat audisi, saya payah dalam audisi

for now.
untuk saat ini.

You can just add a couple of words of hope or opportunity, or the potential for future or some sort of infinite component that will profoundly change your narrative.
Kamu bisa tambahkan kata-kata harapan atau peluang atau potensi masa depan atau semacam komponen tidak terbatas yang akan mengganti naratifmu secara luar biasa.