正在备考新托福写作的同学可以利用TED的讲稿积累对自已有用的语句，学习地道的英语语言表达形式，从而得到更高的新托福写作分数，上节内容中，青岛朗阁与同学们分享了一篇名为How Great Leaders Inspire Action的选段，演讲者通过观察分析苹果公司、马丁·路德·金、莱特兄弟等“成功人士”的行事方式，总结出一条法则——黄金圈。下面，青岛朗阁将为大家带来演讲者——Simon对“黄金圈”的解释：
 

　　我们依旧先从中文翻译开始看，请同学们对能应用到新托福写作中的语句进行标注：

　　为什么，怎么样，是什么。这一法则解释了为什么一些企业和一些领导者，能够拥有其他人不能实现的感染力。让我快速地定义一下这些术语。世界上每个人、每家企业都明白他们在做什么，这是毫无疑问的。其中一些知道怎么样去做，你们可以把这叫做有差异的价值主张，或者是专有的工艺，或者独家卖点。但是极少人或企业知道，为什么要做自己所做的事情。这里的“为什么”，我不是指“为利润”。这只是个结果。事情总是会有一个结果的。

　　我所指的是：你的目的是什么?你的动机是什么?你的信仰是什么?为什么你的企业会存在?你为什么而工作?为什么其他人需要在乎这些?这样的结果是，我们思考的方式，我们行动的方式，和我们交流的方式都是由外而内的。这个很明显，我们都是从最清晰的事物，到最模糊的事物。

　　但是有感染力的领导者和企业，不论他们的规模、行业，所有的思想、行动和交流都是自内而外的。

　　给你们举个例子。我用苹果公司来举例，因为这很简单，这样大家都很容易理解。如果苹果公司如同其他公司一样，他们的营销方法就可能是这样。“我们做最棒的电脑。设计精美，使用简单，界面友好。你想要买一台吗?”这就是我们大部分人的交流方式。这就是大部分的市场营销方式。这也是大部分的销售方式。这也是我们中大部分人的人际交流方式。我们说我们做什么工作的，说我们是如何与众不同，或者我们是如何更加优秀，然后我们就期待着别人有所反应，比如购买产品，比如给予支持。类似于这些的反应。这是我们新开的律师事务所。我们拥有最出色的律师，拥有知名企业客户。我们总是能包客户满意。这是我们的新车型。非常省油，真皮座椅。买我们的车吧。但是这些完全没有感染力。
 

　　然后我们再来看看如何用英文表达上述新托福写作中能用到的观点：

　　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? Well, as a result, the way we think, the way 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.

　　Let me give you an example. I use Apple because they're easy to understand and everybody gets it. 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. Want to buy one?" "Meh." And that's how most of us communicate. That's how most marketing is done, that's how most sales is done and that's how most of us communicate interpersonally. We say what we do, we say how we're different or how we're better and we expect some sort of a behavior, a purchase, a vote, something like that.Here's our new law firm: We have the best lawyers with the biggest clients, we always perform for our clients who do business with us. Here's our new car: It gets great gas mileage, it has leather seats, buy our car. But it's uninspiring.
 

　　那么，苹果公司的沟通方式究竟是怎样的呢?请持续关注青岛朗阁“新托福写作”栏目的更新!

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