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Most people start their presentation like this, "Hi, my name is Malkhaz. I'm here with FightMediocrity.
大部分人会这样开始发言，“大家好，我是马克哈兹。我带来的是“战胜平庸”。
And today I’m going to talk to you about the habit loop."
今天我要跟大家讨论一下习惯回路。”
The problem is no one cares about me, or my brand, or a concept or a product if I were in business.
问题在于没人在乎我，或我的品牌，或概念，或是生意商品。
Here's how I actually started my presentation for the habit loop in my last video…
在我的上一个视频中我是这样开始关于习惯回路的发言的…
In the early 1900s, only 7 percent of Americans had toothpaste in their homes.
在20世纪初，只有7%的美国人家里有牙膏。
After Pepsodent put a few ingredients in its toothpaste which had absolutely no effect on the cleanliness of teeth,
白速得在牙膏里添加了几种对牙齿美白毫无作用香料之后，
that number had jumped up to 65 percent in about a decade.
这个数字十年间涨到了65%。
What did Pepsodent do? I started with a story.
白速得做了什么？我用一个故事开始。
In fact, not only do I start with a story,
事实上，我不仅是用故事开头，
but I try to make my entire presentation a story with only a few seconds of talking about the concept
而且我还尝试把整个发言都当成故事来讲，其中只用几秒谈论概念，
and quickly coming back to the story again,
然后再迅速回到故事中，
because here's the key:
因为关键在于：
a human doesn't care about a concept or a product unless that concept or product does something for that human,
除非某个概念或产品对人们有作用，否则人们不会在意，
and the best way to convey what it does is through a story.
而传递它有什么作用的最好方式就是通过故事来传播。
I remember I started my first paper in college with a story.
我记得大学时写的第一篇文章是用故事开头。
When the teacher read it, she gave me a bad grade.
当老师批阅之后，给了我一个很差的分数。
I talked to her about it and she said I had it all wrong.
我跟老师谈了一下，她说我完全错了。
You weren't supposed to start with a story.
你不应该以故事开头。
You were supposed to tell your audience how you were going to bore them,
你应该让读者知道你要怎么烦扰他们，
then you were supposed to bore them, and once you were done, you needed to tell them how you bored them.
然后你开始行动，一旦你那么做了，你要告诉他们你是怎么让把他们惹烦的。
So I did that for the rest of my papers and I got mostly As.
所以我其余文章都那么写的，大部分都得到了A。
The difference is now I'm dealing with real people, and real people tend to grade you differently.
不同的是，我现在是和真人打交道，而真实的人对你的评价往往是不同的。
