next I've always felt a deep sense of obligation to make the biggest impact
possible with this incredible platform so I took on issues that were personal
to me issues like helping families raise healthier kids honoring the incredible
military families that I've met out on the campaign trail inspiring our young
people to value their education and finish college now some folks criticize
my choices for not being bold enough but these were my choices my issues and I
decided to tackle them in a way that felt most authentic to me in a way that
was both substantive and strategic but also fun and hopefully inspiring so I
immersed myself in the policy details I worked with Congress on legislation
against speeches to CEOs military generals Hollywood executives but I also
worked to ensure that my efforts would resonate with kids and families and that
meant doing things in a creative and unconventional way so yeah I planted a
garden and hula hooped on the White House lawn with kids I did some mom
dancing on TV I celebrated military kids with Kermit the Frog
I asked folks across the country to wear their alma mater t-shirts for college
signing day and at the end of the day by staying true to the me I've always known
I found that this journey has been incredibly freeing because no matter
what happened I had the peace of mind of knowing that all of the chatter the
name-calling the doubting all of it was just noise it did not define me it
didn't change who I was and most importantly it couldn't hold me back
I have learned that as long as I hold fast to my beliefs and values and follow
my own moral compass then the only expectations I need to leave live up to
are my own every decision we make in our lives as individuals or as organizations
is a piece of communication it's our way of saying something about who we are and
what we believe this is why authenticity matters this is why you have to say and
do the things you actually believe because the things you say and do are
symbols of who you are and we look for those symbols so we can find people who
believe what we believe our very survival depends on it so if you're
putting out false symbols you will attract people to those symbols but you
won't be able to form trust with them this is what Tiger Woods did to us he
lied he lied he told us what he thought we wanted to hear and it was great and
we were drawn to it and all of us who kind of liked that idea of the sort of
the good guy were drawn to it until we found out it was a lie he could have
been the bad boy of golf he could have had all the same endorsements and had a
fantastic career and still been hailed as one of the great athletes of our day
but he didn't he chose to lie good luck forming trust again tiger we
don't believe you we don't trust you the goal of putting
something out there if you say what you believe and you do what you believe you
will attract people who believe what you believe if you go to one of your friends
and you say to one of your friends how would you like me to dress so that
you'll like me better how would do you want me to address you
how do you want me to speak so that you'll like me more right your friends
are gonna look at you be like what are you talking about yeah come on come on
come on what should I wear so that you'll find me more appealing and how
would you like me to speak to you so that you'll like me more and your
friends are gonna tell you just be yourself that's why I like you I don't
just be yourself now think about what we do in industry what do we do we do
market research and we go and we ask the customers what kind of things the way we
what style should we speak to you how should we decorate ourselves what kind
of thing you drawn two so that we can do those
things you'll like us more it's just as ridiculous it's just as ridiculous
organisations should say and do the things they actually believe and they
will attract people who believe what they believe or they can choose to lie
and at the slightest hint that they might be lying cynicism sets in and
people start saying I'm not sure I can trust these guys because there's not a
lot of consistency and all the things they say and do which means they can't
have a very strong belief set or they're lying to me and we call them it
authentic the entire process of asking other people who we should be is
inauthentic that's hilarious to me all these
positioning studies we do are inherent we're going to do a study to find out
from people so we can be more authentic that's hilarious
say and do what you actually believe in the symbols you put out there the things
you say and the things you do those red hats are ways that people can find you
what you have the ability to do as designers is create those symbols and
allow people to use those things to say something about who they are work for
companies work for clients work for people who you believe what they believe
show up and feel a part of something bigger than yourself and your part is to
put what they believe into pictures and words and symbols and graphics so that
other people can use those things to say something about who they are people put
harley-davidson logos on their body to say something about who they are
corporate logo ain't no Procter & Gamble's tattooed on anybody's on
because Harley means something they stand for something people put that
tattoo on they're not to tell you that they own a motorcycle
they put that tattoo there to tell you something about themselves do you ever
see anybody with a with a Mac laptop put a sticker over that beautiful shining
Apple ain't never gonna happen then how will you know who I am you ever see
anybody with a PC break out the Windex to clean out their computer Mac people
have you ever seen a dirty Mac doesn't exist does not exist why because it's
Who I am these are symbols we use the companies
that are crystal clear and what they believe and their discipline and how
they do it they're consistent what they do and everything they say and
everything they do serves as a symbol of the set of values and beliefs we use
those symbols to say something about who we are we surround ourselves with the
people and the products and the brands that say something about who we are and
when we confine the people who believe what we believe
we're weirdly drawn to them because our very survival depends on it we need it
and so the more you can give of yourself the more you can give of what you
believe the more you can discipline with discipline saying boo and do the things
you actually believe strange things start to happen I was raised on a farm
with my grandmother for the first six years of my life I knew somehow that my
life would be different and it would be better I never had a clear-cut vision of
what it was I would be doing I just always felt somehow I remember
absolutely physically feeling it at around 4 years old I remember standing
on the back porch was a screened-in porch and my grandmother was boiling
clothes because you know during the at that time we didn't have washing
machines and so people would you know physically boil clothes and a great big
iron pot she was boiling clothes and poking them there and I was watching her
from the back porch and I was 4 years old and I remember thinking my life
won't be like this my life won't be like this it will be better and it wasn't
from a place of arrogance it was just a place of knowing that things could be
different from me somehow I don't know what made me think that do not make any
decisions based on money none it's the worst way to make a decision which I
know is so hard to say I mean I didn't grow up with any money and I know so
many of us are our families have a lot at stake they put a lot into us made a
lot of sacrifices for us and you say you don't have the luxury of doing that but
I actually think you do you will be more successful
if you make decisions based upon what is going to feed your soul make you feel
value valued validated you know have you waking up in the morning and wasting to
work whatever it might be and I can tell you after a short amount
of time money will not be enough at the end of the day a bigger paycheck is
another suit or more real estate more square footage that's what it comes down
to you end up with another room and a fuller closet and after a while that's
not gonna do it you want to be successful don't be listening to the
opinions of those that are not successful if you want to be a
millionaire you'll learn from a millionaire you do not learn from your
uncle who's a janitor okay you don't learn it from broke people about money
you don't and we are a product of our environment and we are who we surround
ourselves with that's the facts so the power of programming you see everything
that you are today is who you were trained to be you were you were trained
by messaging that was constantly coming through you through music through movies
through sitcoms all of that stuff completely architected your mind and God
gave us such a powerful mind that he says as a man thinks so is he okay so
how we think is who we become and he also said that life and death is in the
power of the tongue so and we will eat the fruit of what we say so what we say
about ourselves what we say about our kids what we say about our spouse what
we say about life about politics what we say about money like this is a terrible
thing to teach your kids how to say we can't afford it we don't have the money
okay I hate my job I hate mondays I can't wait till Friday's in fact
neurologists have proven they say that the speech center of the brain controls
your entire reality so when we say things like I can't afford it I don't
have them money I'm fat somebody was asking me yes
you're like okay what did you do please come up
what did you do okay I'm a size six I've been a size six for the last 21 years
yeah I was fifty pounds overweight four times in four years
my mom was 300 pounds I'm sorry 280 pounds both my sisters are 300 pounds I
come from Abby's family do you understand so obesity rate on my family
and guess what I thought about myself and guess what my gender doesn't my
stepfather said to me that I was fat I was ugly these are the things I was told
and these are the things that by golly I really believed and it wasn't until I
forgave my dad changed the tape of what was rolling in my head that I no longer
acted like a fat person because if you think you're fat what will you do come
on as a man thinks so is she as you think so are you so I I saw myself fat I
spoke like I was is it this dude do I look fat in this is my butt to bag man
I'm so fat I have this I have that right so when you think like that
then you start to act like that that's how it works how you think is how you'll
speak how you speak is how you act so you automatically and instantly go in
the direction of what you're thinking and speaking therefore the power of
programming
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