Secrets of Success. Business English Course
Alexander Chumakov

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– How to create, how to build a great company and how to lead the company;

– The five most important ingredients, elements that each company must have and do to outlast in the world of business;

– You will also learn what kind of business games you can play to succeed faster and better while running your business or businesses.

– You will get a better picture of what a true and remarkable leader, business person and a fantastic human being should be.

The ideas I am going to use in this course are not my ideas. They belong to different people like: Tony Robbins, Simon Sinek, James Carse, Jim Rohn, Oprah Winfrey, Warren Buffett, Robert Kiyosaki, Maya Angelou, Alan Watts, Jordan B. Peterson and many others. They were or are all well-known, famous and outstanding business people, writers, scientists and public speakers.

I am implementing their information; I am focusing on their ideas so that you can have a general picture of a real business. So that you can have a better understanding of how to build businesses and how to lead people, and of course, how to maintain your businesses, organizations or any company, in fact.

We are also going to focus on human nature of people. That is, unfortunately, are not taught in business schools a lot.

So let’s get down to business.

Speaking about business we have to start with what we think about business. How we view business and what game we are playing in business. The reason why we are going to focus on this first, because many business organizations and many leaders they don’t know and therefore they don’t understand what game they are playing in, running their businesses.

According to James Carse there are two types of games in business: finite and infinite. Finite means limited and infinite means unlimited.

Let’s talk about finite game first.

Finite game is the game where players are known, rules are fixed and the object is agreed upon.

For example: A football. We all know the players. We all know the rules, they cannot be changed. And we all know the object of the game is to beat the competitor. In other words, the players are playing to win the game.

Now let’s talk about infinite game. In infinite game there are known and unknown players. The rules are changeable and the object is to perpetuate the game. In other words, the players are playing to continue to play. There cannot be a winner and there cannot be a loser.

If two finite-minded players are competing against each other, the system is stable.

If two infinite-minded payers are playing against each other, the system is also stable.

The problem arises when a finite-minded player starts playing versus an infinite-minded player.

Because one is playing to beat the competitor, the other is playing to play.

Take for example, the war in Vietnam. The Americans were trying to beat the Vietnamese people. The Vietnamese people were fighting to survive.

If you are in business, you realize that the game of business is an infinite game. Business is an infinite game because players come and leave, but the game continues with them or without them.

The companies that are playing the infinite game will frustrate their competitors. The goal is not to beat your competitor. The goal is to outlast your competitor.

Of course, we want to create and develop the mindset of an infinite player. The infinite players don’t actually compete against their competitors, they compete against themselves. Every single day they try to become better versions of themselves than they were yesterday.

There are five things that have to happen to really become a leader for infinite game.

1. You have to have a higher purpose.

2. You have to have a trusting team.

3. You have to have worthy rivals.

4. You have to have the capacity for existential flexibility.

5. You have to have the courage to lead.

This is the end of the course introduction. You know what to do, right? Listen to this introduction a few times a day. Follow your basic plan and use your body to help you understand the material better and remember it faster and longer. Next is the first unit which is called “A Higher Purpose”. See you there.

Unit 1. A Higher Purpose

Hello, there! This is Alex. Hope, you are having a nice day today. My goal is to help you speak business English like never before. My ultimate goal is to help you become a better human being. Okay, welcome to the main audio for “A Higher Purpose”.

There is a fantastic man, named Simon Sinek. He is a best-selling author, writer and a brilliant public speaker, the man with a rare intellect. And he wrote a fantastic, wonderful, great book called “Start with why?”

The reason I am going to use his book first is that many people they know what they do in life. They know how they do it. But just a few know why they do it. If you ask someone, “Why do you go to work every day?” Ninety five percent of them will answer, “I go to work, become everybody goes to work”. You see, they don’t know why they are doing it.

As Simon Sinek says, “Every single person, every single organization on the planet knows what they do, one hundred percent – these are the products you sell, or the services you offer. Some of them know how they do it, it’s how you differ from others, or what makes you special, but very very few people and very very few organizations can clearly state, articulate or say why they do what they do. By “Why” I don’t mean to make money. It is not a secret that we all work for money. But the money you make that is the result of what you do. It’s always the result.

By “Why” I mean what’s your purpose? What’s your cause? What’s your belief? Why does your company exist? Why did you get out of bed in the morning? Why should anyone care?

This is the way we think, the way we act, the way we communicate. We all start with what we do, then we say how we do it and only then we say why we do it.

That’s how most of marketing is done. That’s how most sales are done. And that’s how most of us communicate interpersonally. We say what we do, we say how we are different or how we are better and we expect some sort of behavior and purchases from other people.

But if you look and hear how great, huge and really successful leaders communicate, you will notice that they all do it in reverse. They all start with “Why” they do what they do. Then they say how they do it and then and only then they say what they do.

Now let’s look at the way Apple Company actually communicates their ideas selling their products to us.

“Everything we do we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our product beautifully designed, simple to use and user friendly. We just happened to make great computers. Wanna buy one?” Totally different, right? No tricks, no manipulations, no celebrity endorsement (approvals).

This is the way our brain actually works and communicates. If you reverse the order of the information, you will prove that people don’t buy what you do. People buy why you do it.

If you talk about what you believe, you will attract those people who believe what you believe.

Why when we start with “what” it doesn’t work very well, but when we start with “why” it certainly does.

It doesn’t work very well because when we start with what, we are talking directly to the part of the brain that is responsible for rational and analytical thought and language.

The next two, I mean: “how” and “why”. They are responsible for all our feelings like: trust and loyalty. It is also responsible for all human behavior, all decision-making that has no capacity for language.

In other words, when we communicate with “what”, yes, people can understand vast amounts of complicated information like: facts, figures and benefits. But it doesn’t drive behavior. It doesn’t make them take actions. It doesn’t help them buy better from you.

When we communicate from “why”, we are talking directly to the part of the brain that controls behavior and then we allow people to rationalize it with the tangible things (something we can touch and feel) we say and do”.

That’s why we absolutely must know why we do what we do, how we do it and what we do. Because if you don’t, how will you make people buy something from you or more importantly how you will make people be loyal to you and be a part of what you do.

So what is A Higher Purpose?

A Higher Purpose is the cause, the reason that is so just that you would willingly sacrifice your own interests in order to advance this cause, this higher purpose.
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