day14start with從為什么開(kāi)始04講義練習(xí)題

1、Start With Why - Manipulation vs. InspirationBy Simon SinekA simple claim of better, even with the rational evidence to back it up, can create desire and even motivate a decision to buy, but it doesn't create loyalty. If a customer feels inspired to buy a product, rather than manipulated, they w

2、ill be able to verbalize the reasons why they think what they bought is actuallybetter. Good quality and features matter, but they are not enough to producethe dogged loyalty that all the most inspiring leaders and able to command. It is the cause that is represented bybrand, or their products that

3、inspires panies are allthecompany,the一、詞匯inspiration nspren n. 靈感；鼓舞inspire nspa vt. 啟發(fā)；激勵(lì)，鼓舞rational rænl adj. 合理的；理性的evidence evd()ns n. 證據(jù)；依據(jù)desire dza vt.&vi. 渴望 n. 欲望，渴望verbalize vblaz vt. 用言語(yǔ)表達(dá)feature fi:t(r) n. 特征，特色，特點(diǎn)；容貌；特寫(xiě)dogged dd adj. 頑強(qiáng)的；堅(jiān)持不懈的command kmænd vt.&a

4、mp;vi.&n. 命令，指揮，（本文中意為“贏得、博得”，不常用）represent reprzent vt. 代表P1 / Day14二、表達(dá)a claim of sth. 聲稱(chēng)某事back sth. up 支持/某事，為某事佐證motivate sb. to do sth. 激勵(lì)做某事feel inspired to do sth. 受到鼓舞去做某事the reason why sb. do sth.做某事的理由sth. matters. 某事很重要。dogged loyalty 死心塌地的忠誠(chéng)be represented by sb./sth. 由/某物代表It is(was)

5、 +被強(qiáng)調(diào)成分 + that + 其他成分（強(qiáng)調(diào)句型）三、文本精講A simple claim of better, 單純說(shuō)某個(gè)更好，這里有個(gè)結(jié)構(gòu)，叫做 a claim of sth.（聲稱(chēng)某事）。even with the rational evidence to back it up, 甚至拿出理性的證據(jù)去佐證，這里的動(dòng)詞不定式 to back it up 表示目的。back 除了可以作名詞表示“后面”， 也可以作動(dòng)詞，表示“在后方支持”，back sth. up，也就是“支持、佐證某物或某事”。can create desire 能夠創(chuàng)造欲望and even motivate a dec

6、ision to buy, 甚至?xí)?lì)一個(gè)決定去，這里有個(gè)結(jié)構(gòu)，叫做 motivate sb. to do，也就是“激勵(lì)做某事”，而 a decision（一個(gè)決定）就是人做的。but it doesn't create loyalty. 但是這并不能建立忠誠(chéng)。P2 / Day14那么這個(gè)理由是什么呢？我們繼續(xù)看下一句：If a customer feels inspired to buy a product, 如果顧客感覺(jué)受到了鼓舞而去一款，這里有個(gè)結(jié)構(gòu)，叫做 feel inspired to do sth. 受到鼓舞去做某事。rather than manipulated, 而不是

7、縱，rather than 表示“而不是”，這前后兩點(diǎn)都是同一個(gè)主語(yǔ) customer（顧客），所以省略了動(dòng)詞 feels。they will be able to verbalize the reasons 他們就能說(shuō)出什么呢？然后是 why 引導(dǎo)的定語(yǔ)從句來(lái)具體修飾這些：why they think what they bought is actually better. 為什么顧客覺(jué)得他們買(mǎi)的實(shí)際上更好。我們繼續(xù)來(lái)看原文的下一句話：Good quality and features matter, 質(zhì)量好和有特色很重要這里有個(gè)結(jié)構(gòu)，叫做 sth. and sth. matter, 或者

8、sth. matters，也就是“某事要緊或者重要”；but they are not enough 但是這些并不夠并不夠什么呢？然后是動(dòng)詞不定式表示目的：to produce the dogged loyalty 去創(chuàng)造一種死心塌地的忠誠(chéng)dogged 字面意思是“狗的”，其實(shí)突出的就是“像狗對(duì)的、死心塌地的”；一樣的”，也就是“頑固然后是 that 引導(dǎo)的定語(yǔ)從句，來(lái)解釋說(shuō)明這種忠誠(chéng)：that all the most inspiring leaders and companies are all able tocommand. 所有最鼓舞人心的者或者公司博得的那樣。這句話里的最后一個(gè)詞 c

9、ommand，本意是“命令、”，但是 command 還有一個(gè)延伸含義，叫做“博得、贏得”，也就是“了某事”，比如說(shuō)：She was ableto command the respect of the class.（她贏得了全班的尊重。）原文里的這P3 / Day14個(gè)定語(yǔ)從句，我們?nèi)绻€原成陳述句的語(yǔ)序，也就是說(shuō)：The most inspiring leaders and companies are able to command the dogged loyalty.（最鼓舞人心的者或者公司能夠博得死心塌地的忠誠(chéng)。）然后就是最后一句話：It is the cause that is re

10、presented by the company, the brand, or their products that inspires loyalty.首先，cause 這個(gè)詞，本意是“起因、事的理由，也就是這家公司的“理念”；”，也可以指代一家公司之所以做一件其次，這句話里有兩個(gè) that，第一個(gè) that 引導(dǎo)的成分，是作后置定語(yǔ)來(lái)修飾 cause（理念），也就是 that is represented by the company, the brand, or their products 我們可以先不看這個(gè)部分；我們把剩下的部分連起來(lái)，其實(shí)就是一個(gè)強(qiáng)調(diào)句型，叫做：It is that

11、，所以這句話我們可以簡(jiǎn)化成：It is the cause that inspires loyalty.（是這個(gè)理念鼓舞了顧客的忠誠(chéng)度。）具體是什么理念呢？that is represented by the company, the brand, or their products 也就是“一家公司、所代表的理念”。這里還有個(gè)結(jié)構(gòu)，叫做 be/某物代表）。一個(gè)品牌，或者他們的represented by sb./sth.（由四、參考譯文從為什么開(kāi)始：還是啟發(fā)？作者：?jiǎn)渭冋f(shuō)某個(gè)更好，甚至拿出理性的證據(jù)去佐證，確實(shí)能夠激發(fā)消費(fèi)者的欲望，甚至?xí)偈顾麄兿聸Q心，但這并創(chuàng)造出客戶(hù)忠誠(chéng)。如果顧客感覺(jué)受到

12、了啟發(fā)而去一款，而不是受到，他們就能找出，來(lái)說(shuō)明為什么買(mǎi)的這個(gè)更好。質(zhì)量能好，這些因素固然重要，但想要贏得死心塌地的忠誠(chéng)度，也就是那些最能鼓舞人心、激發(fā)熱情的者和公司博得的那樣，這些都還不夠。激發(fā)出忠誠(chéng)度的，是這個(gè)公司、這個(gè)品牌或者他們的的理念。所代表五、亮解單詞1. inspire nspa vt. 啟發(fā)；激勵(lì)，鼓舞這個(gè)詞前綴 in-表示“進(jìn)入”，后面的-spir-是詞根“呼吸”，inspire 這個(gè)詞，最早指的是在希臘神話當(dāng)中，按照的旨意用泥土造人，然后智慧女神雅P4 / Day14典娜沖著人的鼻孔吹了口氣，也就是給人身體內(nèi)注入“呼吸”，人就有了“靈性”， 所以 inspire 是動(dòng)詞“啟

13、發(fā)、鼓舞”的意思。英語(yǔ)里還有個(gè)詞，叫做 spirit（精神、），也和這個(gè)故事有關(guān)。inspire 的名詞叫做 inspiration，也就是“靈感、鼓舞”。inspire 的現(xiàn)在分詞叫做inspiring，也就是形容詞“啟發(fā)人心的、鼓舞人心的”；過(guò)去分詞叫做 inspired， 也是形容詞“受啟發(fā)的、受鼓舞的”。2. rational rænl adj. 合理的；理性的這個(gè)詞特別好記，因?yàn)榍懊娴?ration 和 reason（理由、推理）相關(guān)，所以 rational 就是“合乎理由的”，也就是“合理的、理性的”。比如說(shuō)：There is no rational explanatio

14、n for his action.（對(duì)他的所作所為沒(méi)有合理的解釋。）3. evidence evd()ns n. 證據(jù)；依據(jù)前綴 e-是 ex-的簡(jiǎn)寫(xiě)表示“”，中間的-vid-是-vis-（詞根“看”）的變體，加一個(gè)名詞后綴-ence，所以 evidence 的意思，就是“擺出來(lái)讓人看的東西”，也就是“證據(jù)、依據(jù)”。4. desire dza vt.&vi. 渴望 n. 欲望，渴望這是一個(gè)很有意思的詞匯，前綴 de-表示“向下”，后面的 sire 和 star（星關(guān)，desire 表達(dá)的是古人在地面抬頭星象，希望通過(guò)頭頂上星星位置的變化給地面上的帶來(lái)好運(yùn)，所以 desire 就變成了“

15、渴望”的意思。5. verbalize vblaz vt. 用言語(yǔ)表達(dá)這個(gè)詞前面的 verb 是 word（文字、語(yǔ)言）的變體，verbal 本身也是一個(gè)單詞， 叫做“用語(yǔ)言表達(dá)的、口頭表達(dá)的”，比如說(shuō)：a verbal agreement，就是“一項(xiàng)口頭協(xié)議”。verbal 加上一個(gè)動(dòng)詞后綴-ize，就變成了動(dòng)詞“用言語(yǔ)表達(dá)”，比如說(shuō)： He is too excited to verbalize his feelings.（他太激動(dòng)了，以至于都無(wú)法用話語(yǔ)表達(dá)出的心情。）6. feature fi:t(r) n. 特征，特色，特點(diǎn)；容貌；特寫(xiě)這個(gè)詞前面的 feat 和 fact（詞根“做”）

16、相關(guān)，fact 之所以有名詞“事實(shí)”的意思， 其實(shí)就是“已經(jīng)做過(guò)了，木已成舟”，也就是“既定事實(shí)”。feature 這個(gè)詞想突出的，P5 / Day14是一樣?xùn)|西被做出來(lái)之后最明顯的特點(diǎn)，也就是名詞“特征、特點(diǎn)、特色”。比如說(shuō)：Which features do you look for when choosing a car?（你挑選一輛車(chē)的時(shí)候比較注重哪些特點(diǎn)？）或者說(shuō)：This old market is a famous feature of the city.（這個(gè)老市場(chǎng)是這座城市有名的特色。）feature 也可以用來(lái)形容人的外貌特征，比如說(shuō)： Her eyes are her m

17、ostattractive feature.（她最吸引人的外貌特征就是雙眼。）另外，在當(dāng)中，feature 這個(gè)詞也可以用來(lái)表示一篇“特寫(xiě)、專(zhuān)題”，比如說(shuō)：a special feature on education（關(guān)于教育的專(zhuān)題文章。）7. command kmænd vt.&vi.&n. 命令，指揮，這個(gè)詞也很好理解，前綴 com-表示“共同”，后面的 mand 是-man-（詞根“手”） 的變體，所以 command 這個(gè)詞突出的重點(diǎn)，是“用手來(lái)掌控全部”，也就是“指揮、命令”。8. represent reprzent vt. 代表前綴 re-表示“再一次”

18、，后面的 present 是動(dòng)詞“提出、呈現(xiàn)”，我們知道 present如果讀成present，還有名詞“”的意思，其實(shí)就是“把一樣?xùn)|西呈現(xiàn)給你”。represent 想表達(dá)的意思，是“把一個(gè)沒(méi)在現(xiàn)場(chǎng)的人或物再次呈現(xiàn)出來(lái)”，也就是動(dòng)詞“代表”，比如說(shuō)：The president was represented at the meeting by thevice president.（副總統(tǒng)代表總統(tǒng)出席了。）六、帶讀訓(xùn)練A 'simple claim of 'better, 'even with the 'rational 'evidence to 

19、9;back itup,（1）語(yǔ)調(diào)：注意重讀詞匯；結(jié)尾升調(diào)引出下文；（2）語(yǔ)音：claim of 連讀；better 音變 t 變 d；with the 讀一個(gè)咬舌音；to 讀成ta；back it up 連讀。can create 'desire and 'even 'motivate a decision to buy,P6 / Day14（1）語(yǔ)調(diào)：注意重讀詞匯；'desire升調(diào)引出下文；（2）語(yǔ)音：and 讀成 n；motivate a 連讀。but it 'doesn't create loyalty.（1）語(yǔ)調(diào)：'doesn

20、t重讀+升調(diào)；（2）but it 連讀；doesnt 尾音不讀。Ifa customerma'nipulated,feelsin'spired tobuya product,rather than（1）語(yǔ)調(diào)：注意重讀詞匯；in'spired to buy a product兩處升調(diào)；（2）語(yǔ)音：If a 連讀；in'spired 尾音不讀；buy a 連讀；rather than 兩個(gè)咬舌音。they will be able to 'verbalize the reasons why they 'think / what they bought

21、 is actually 'better.（1）語(yǔ)調(diào)：'verbalize, 'think, 'better 重讀；（2）語(yǔ)音：5 個(gè)咬舌音；is actually 連讀。Good quality / and 'features 'matter,（1）語(yǔ)調(diào)：Good quality 前文提到過(guò)相關(guān)概念，無(wú)需重讀，中間停頓是為了強(qiáng)調(diào)后面的部分；'features 'matter 重讀；（2）語(yǔ)音：and 讀成 n；matter 音變 t 讀成d。P7 / Day14but they are not enough to produce

22、 / the 'dogged loyalty that 'all themost inspiring 'leaders and 'companies are 'all able to com'mand.（1）語(yǔ)調(diào)：注意重讀詞匯；the 'dogged loyalty前后停頓重點(diǎn)突出，同時(shí)讀升調(diào)引出下文；'leaders讀升調(diào)引出下文；（2）語(yǔ)音：4 個(gè)咬舌音；dogged 尾音不讀；that 引導(dǎo)詞讀音很短一帶而過(guò)； and 讀成 n。It is the 'cause that is represented by the

23、company, the brand, or their products / that inspires loyalty.（1）語(yǔ)調(diào)：'cause 重讀；/ that inspires loyalty 之前停頓一下，重點(diǎn)突出強(qiáng)調(diào)的名詞；（2）語(yǔ)音：6 個(gè)咬舌音；It is 連讀；that is represented 尾音不讀；that inspires連讀，that 引導(dǎo)詞簡(jiǎn)短一帶而過(guò)。A 'simple claim of 'better, 'even with the 'rational 'evidence to 'back itu

24、p, can create 'desire and 'even 'motivate a decision to buy, butit 'doesn't createloyalty.Ifa customerfeelsin'spired tobuya product, rather than ma'nipulated, they will be able to 'verbalize thereasons why they 'think / what they boughtis actually 'better. Goo

25、dquality / and 'features 'matter,but theyarenotenoughtomostproduce /the 'dogged loyalty that 'all theinspiring 'leaders and 'companiesare 'allabletocom'mand.Itis the 'cause that is represented by the company, theproducts / that inspires loyalty.brand, or theirP8 /

26、 Day14七、課下練習(xí)1.語(yǔ)言點(diǎn)回顧：a.詞匯回顧：請(qǐng)結(jié)合語(yǔ)境，在括號(hào)內(nèi)填寫(xiě)劃線單詞的漢語(yǔ)意思或在橫線上填寫(xiě)括號(hào)內(nèi)漢語(yǔ)所對(duì)應(yīng)的英語(yǔ)單詞。A simple claim () of better, even with the rational ()(證據(jù)；依據(jù)) to back it up, can create desire () and even(激發(fā)；刺激) a decision to buy, but it doesn't create loyalty. If a customer feels inspired() to buy a product, rather than ma

27、nipulated, they will be able toverbalize () the reasons why they think what they bought is better. Goodquality ands (特征，特點(diǎn) ) matter, but they are not enough to producethe(頑強(qiáng)的) loyalty that all the most inspiring leaders and companiesare able to command (). It is the cause that is represented () byth

28、e company, brand, product orthat inspires loyalty.b.表達(dá)回顧：A simple claim of better, even with the rational evidence to back it up, can create desire and even motivate a decision to buy, but it doesn't create loyalty. If a customer feels inspired to buy a product, rather than manipulated, they wil

29、l be able to verbalize the reasons why they think what they bought is better.Good quality and features matter, but they are not enough to produce the dogged loyalty that all the most inspiring leaders and companies are able tocommand. It is the cause that is represented by the company, brand, productorthat inspires loyalty.請(qǐng)結(jié)合以上所學(xué)文本，翻譯下列短語(yǔ)的意思：P9 / Day141. a claim of sth.;2. back sth. up ;3. motivate sb. to do sth. ;4. feel inspired to do sth. ;5. the reason why sb. do sth.;6. sth. matters. ;7. dogged loyalty;8. be represented by sb./sth. ;9. It is(was)