day14start with从为什么开始04讲义练习题

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、词汇inspiration nspren n. 灵感；鼓舞inspire nspa vt. 启发；激励，鼓舞rational rænl adj. 合理的；理性的evidence evd()ns n. 证据；依据desire dza vt.&vi. 渴望 n. 欲望，渴望verbalize vblaz vt. 用言语表达feature fi:t(r) n. 特征，特色，特点；容貌；特写dogged dd adj. 顽强的；坚持不懈的command kmænd vt.&a

4、mp;vi.&n. 命令，指挥，（本文中意为“赢得、博得”，不常用）represent reprzent vt. 代表P1 / Day14二、表达a claim of sth. 声称某事back sth. up 支持/某事，为某事佐证motivate sb. to do sth. 激励做某事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 死心塌地的忠诚be represented by sb./sth. 由/某物代表It is(was)

5、 +被强调成分 + that + 其他成分（强调句型）三、文本精讲A simple claim of better, 单纯说某个更好，这里有个结构，叫做 a claim of sth.（声称某事）。even with the rational evidence to back it up, 甚至拿出理性的证据去佐证，这里的动词不定式 to back it up 表示目的。back 除了可以作名词表示“后面”， 也可以作动词，表示“在后方支持”，back sth. up，也就是“支持、佐证某物或某事”。can create desire 能够创造欲望and even motivate a dec

6、ision to buy, 甚至会激励一个决定去，这里有个结构，叫做 motivate sb. to do，也就是“激励做某事”，而 a decision（一个决定）就是人做的。but it doesn't create loyalty. 但是这并不能建立忠诚。P2 / Day14那么这个理由是什么呢？我们继续看下一句：If a customer feels inspired to buy a product, 如果顾客感觉受到了鼓舞而去一款，这里有个结构，叫做 feel inspired to do sth. 受到鼓舞去做某事。rather than manipulated, 而不是

7、纵，rather than 表示“而不是”，这前后两点都是同一个主语 customer（顾客），所以省略了动词 feels。they will be able to verbalize the reasons 他们就能说出什么呢？然后是 why 引导的定语从句来具体修饰这些：why they think what they bought is actually better. 为什么顾客觉得他们买的实际上更好。我们继续来看原文的下一句话：Good quality and features matter, 质量好和有特色很重要这里有个结构，叫做 sth. and sth. matter, 或者

8、sth. matters，也就是“某事要紧或者重要”；but they are not enough 但是这些并不够并不够什么呢？然后是动词不定式表示目的：to produce the dogged loyalty 去创造一种死心塌地的忠诚dogged 字面意思是“狗的”，其实突出的就是“像狗对的、死心塌地的”；一样的”，也就是“顽固然后是 that 引导的定语从句，来解释说明这种忠诚：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样。这句话里的最后一个词 c

9、ommand，本意是“命令、”，但是 command 还有一个延伸含义，叫做“博得、赢得”，也就是“了某事”，比如说：She was ableto command the respect of the class.（她赢得了全班的尊重。）原文里的这P3 / Day14个定语从句，我们如果还原成陈述句的语序，也就是说：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够博得死心塌地的忠诚。）然后就是最后一句话：It is the cause that is re

10、presented by the company, the brand, or their products that inspires loyalty.首先，cause 这个词，本意是“起因、事的理由，也就是这家公司的“理念”；”，也可以指代一家公司之所以做一件其次，这句话里有两个 that，第一个 that 引导的成分，是作后置定语来修饰 cause（理念），也就是 that is represented by the company, the brand, or their products 我们可以先不看这个部分；我们把剩下的部分连起来，其实就是一个强调句型，叫做：It is that

11、，所以这句话我们可以简化成：It is the cause that inspires loyalty.（是这个理念鼓舞了顾客的忠诚度。）具体是什么理念呢？that is represented by the company, the brand, or their products 也就是“一家公司、所代表的理念”。这里还有个结构，叫做 be/某物代表）。一个品牌，或者他们的represented by sb./sth.（由四、参考译文从为什么开始：还是启发？作者：单纯说某个更好，甚至拿出理性的证据去佐证，确实能够激发消费者的欲望，甚至会促使他们下决心，但这并创造出客户忠诚。如果顾客感觉受到

12、了启发而去一款，而不是受到，他们就能找出，来说明为什么买的这个更好。质量能好，这些因素固然重要，但想要赢得死心塌地的忠诚度，也就是那些最能鼓舞人心、激发热情的者和公司博得的那样，这些都还不够。激发出忠诚度的，是这个公司、这个品牌或者他们的的理念。所代表五、亮解单词1. inspire nspa vt. 启发；激励，鼓舞这个词前缀 in-表示“进入”，后面的-spir-是词根“呼吸”，inspire 这个词，最早指的是在希腊神话当中，按照的旨意用泥土造人，然后智慧女神雅P4 / Day14典娜冲着人的鼻孔吹了口气，也就是给人身体内注入“呼吸”，人就有了“灵性”， 所以 inspire 是动词“启

13、发、鼓舞”的意思。英语里还有个词，叫做 spirit（精神、），也和这个故事有关。inspire 的名词叫做 inspiration，也就是“灵感、鼓舞”。inspire 的现在分词叫做inspiring，也就是形容词“启发人心的、鼓舞人心的”；过去分词叫做 inspired， 也是形容词“受启发的、受鼓舞的”。2. rational rænl adj. 合理的；理性的这个词特别好记，因为前面的 ration 和 reason（理由、推理）相关，所以 rational 就是“合乎理由的”，也就是“合理的、理性的”。比如说：There is no rational explanatio

14、n for his action.（对他的所作所为没有合理的解释。）3. evidence evd()ns n. 证据；依据前缀 e-是 ex-的简写表示“”，中间的-vid-是-vis-（词根“看”）的变体，加一个名词后缀-ence，所以 evidence 的意思，就是“摆出来让人看的东西”，也就是“证据、依据”。4. desire dza vt.&vi. 渴望 n. 欲望，渴望这是一个很有意思的词汇，前缀 de-表示“向下”，后面的 sire 和 star（星关，desire 表达的是古人在地面抬头星象，希望通过头顶上星星位置的变化给地面上的带来好运，所以 desire 就变成了“

15、渴望”的意思。5. verbalize vblaz vt. 用言语表达这个词前面的 verb 是 word（文字、语言）的变体，verbal 本身也是一个单词， 叫做“用语言表达的、口头表达的”，比如说：a verbal agreement，就是“一项口头协议”。verbal 加上一个动词后缀-ize，就变成了动词“用言语表达”，比如说： He is too excited to verbalize his feelings.（他太激动了，以至于都无法用话语表达出的心情。）6. feature fi:t(r) n. 特征，特色，特点；容貌；特写这个词前面的 feat 和 fact（词根“做”）

16、相关，fact 之所以有名词“事实”的意思， 其实就是“已经做过了，木已成舟”，也就是“既定事实”。feature 这个词想突出的，P5 / Day14是一样东西被做出来之后最明显的特点，也就是名词“特征、特点、特色”。比如说：Which features do you look for when choosing a car?（你挑选一辆车的时候比较注重哪些特点？）或者说：This old market is a famous feature of the city.（这个老市场是这座城市有名的特色。）feature 也可以用来形容人的外貌特征，比如说： Her eyes are her m

17、ostattractive feature.（她最吸引人的外貌特征就是双眼。）另外，在当中，feature 这个词也可以用来表示一篇“特写、专题”，比如说：a special feature on education（关于教育的专题文章。）7. command kmænd vt.&vi.&n. 命令，指挥，这个词也很好理解，前缀 com-表示“共同”，后面的 mand 是-man-（词根“手”） 的变体，所以 command 这个词突出的重点，是“用手来掌控全部”，也就是“指挥、命令”。8. represent reprzent vt. 代表前缀 re-表示“再一次”

18、，后面的 present 是动词“提出、呈现”，我们知道 present如果读成present，还有名词“”的意思，其实就是“把一样东西呈现给你”。represent 想表达的意思，是“把一个没在现场的人或物再次呈现出来”，也就是动词“代表”，比如说：The president was represented at the meeting by thevice president.（副总统代表总统出席了。）六、带读训练A 'simple claim of 'better, 'even with the 'rational 'evidence to 

19、9;back itup,（1）语调：注意重读词汇；结尾升调引出下文；（2）语音：claim of 连读；better 音变 t 变 d；with the 读一个咬舌音；to 读成ta；back it up 连读。can create 'desire and 'even 'motivate a decision to buy,P6 / Day14（1）语调：注意重读词汇；'desire升调引出下文；（2）语音：and 读成 n；motivate a 连读。but it 'doesn't create loyalty.（1）语调：'doesn

20、t重读+升调；（2）but it 连读；doesnt 尾音不读。Ifa customerma'nipulated,feelsin'spired tobuya product,rather than（1）语调：注意重读词汇；in'spired to buy a product两处升调；（2）语音：If a 连读；in'spired 尾音不读；buy a 连读；rather than 两个咬舌音。they will be able to 'verbalize the reasons why they 'think / what they bought

21、 is actually 'better.（1）语调：'verbalize, 'think, 'better 重读；（2）语音：5 个咬舌音；is actually 连读。Good quality / and 'features 'matter,（1）语调：Good quality 前文提到过相关概念，无需重读，中间停顿是为了强调后面的部分；'features 'matter 重读；（2）语音：and 读成 n；matter 音变 t 读成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）语调：注意重读词汇；the 'dogged loyalty前后停顿重点突出，同时读升调引出下文；'leaders读升调引出下文；（2）语音：4 个咬舌音；dogged 尾音不读；that 引导词读音很短一带而过； and 读成 n。It is the 'cause that is represented by the

23、company, the brand, or their products / that inspires loyalty.（1）语调：'cause 重读；/ that inspires loyalty 之前停顿一下，重点突出强调的名词；（2）语音：6 个咬舌音；It is 连读；that is represented 尾音不读；that inspires连读，that 引导词简短一带而过。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、课下练习1.语言点回顾：a.词汇回顾：请结合语境，在括号内填写划线单词的汉语意思或在横线上填写括号内汉语所对应的英语单词。A simple claim () of better, even with the rational ()(证据；依据) to back it up, can create desire () and even(激发；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，特点 ) matter, but they are not enough to producethe(顽强的) 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.表达回顾：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.请结合以上所学文本，翻译下列短语的意思：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)