A 3rd day message for the 3rd day church as the body of Christ receives resurrection and revelation power from this 3rd day event. It is declared and prophesied that the church has risen with vision and armed with the knowledge of Christ through the power of the Holy Spirit whom works mightily in you. The Spirit of the Lord says, Come, for the hour has struck in which great feats will be accomplished and awesome changes will be birthed in the valleys of decision as dead dreams are resurrected to life.
“Then she ran and came to Simon Peter, and to the other disciple, whom Jesus loved, and said to them, “They have taken away the Lord out of the tomb and we do not know where they have laid Him.” (John 20:2)
The Bible states that Mary “saw” that the stone had been rolled away and that someone had “taken the Lord’s body.” First, was this an accurate statement that Mary had just spoken to the disciples? Did someone actually take the Lord’s body as Mary clearly interpreted? The answer is no. Most reading and hearing this know and understand that Jesus had been resurrected in power. What Mary had ‘seen’ was according to her vision in the natural realm and what she discerned from a natural perspective. Essentially, Mary was formulating a belief system and a conclusion based upon her past experiences in life rather than a prophetic promise which could only be comprehended by spiritual discernment. In other words, Mary’s past natural experiences wrongly influenced her spiritual insight. The Greek word in the earliest surviving Codex and manuscripts for ‘saw’ in the original language is ‘Blepo’ which means to ‘casually or naturally see which is limited to natural observation’.
“Peter therefore went out, and the other disciple, and were going to the tomb. So they both ran together, and the other disciple outran Peter and came to the tomb first. And he, stooping down and looking in, saw the linen cloths lying there; yet he did not go in.” (John 20:4)
The original intent and context for what John ‘saw’ in this verse is the same word ‘Blepo’ that Mary had previously based her assumptions on. We see very little progress in discerning the resurrection and the supernatural events Jesus had foretold concerning Himself and the future of the church. We also notice that John did not go into the tomb (which is a picture and type of dying to oneself). Because of this perspective, John’s spiritual understanding would be limited to what he ‘saw’ with his natural eyes and past frames of reference.
“Then Simon Peter came, following him, and went into the tomb; and he saw the linen cloths lying there, and the handkerchief that had been around His head, not lying with the linen cloths, but folded together in a place by itself.” (John 20:6-7)
We’ve now read and recognize that Peter chose to go into the tomb. The original context in which Peter ‘saw’ is the Greek word ‘Thereo’ which is the obvious Greek equivalent of the modern word ‘theory’. Peter is pondering the facts that he is witnessing and we do have some progress, but we do not base our faith and prophetic discernment on theory, assumption and presumption.
“Then the other disciple, who came to the tomb first, went in also; and he SAW and BELIEVED.” (John 20:8)
John “saw and believed” and something spiritually snapped in the blink of an eye. The Greek word for ‘saw’ in this verse is ‘Eido’ which means to see with understanding or revelation. It’s no accident or mistake that we have three different Greek words for the same modern translation of ‘saw’ in this short passage and historical event. This is the prophetic and spiritual vision that the Lord desires you and I possess as we continue to experience the kingdom of God on earth moving in power. (Remember the statement: Kingdom of God on Earth. It’s important that we understand that the earth is evolving as more and more corrupt by the sons of perdition. But the earth is crying out for the redeeming of the sons and prophets of God!) John saw into the reality, power, and love of the Spirit realm and this anointing of prophetic vision would continue to increase and mature in John’s life, culminating in the Revelation of Jesus Christ – The Spirit of prophecy.
We must come to terms that revelation whether heard or experienced is only active when its power is possessed or revealed in our own lives. If revelation is not manifested in our lives – it is nothing more than good information. Our first step is stepping into the invisible realm of faith is recognizing what is possible and at arm’s reach because it has been proclaimed and promised by the Spirit of God.
The Lord is calling forth a people with prophetic vision and revelation to understand his heart…A commissioned people who see clearly that the same resurrection power that raised Christ from the dead and the same mighty power of the Holy Spirit have already enabled the church to advance the kingdom on earth. Social resistance and even persecution on various institutional levels will continue to wage war upon truth. But our current trials will drive God’s people into great and awesome acts of evangelism which will define the eternal legacy of the bride as she awaits her bridegroom.
Being open to deeper revelation does not mean being unscriptural. All revelation must be line upon line and biblically founded rather than simply following the crowd of modern and strange end-time doctrines. All of the scriptures speaking of people being separated and removed from the earth refer to evil ones and not believers! Maybe, just maybe, you are not the one taken – but the one left in the field to continue the Lord’s work and fulfill our individual destinies. Why would we leave to immediately come back and reign with Christ for a millennium? Our work has just begun and a new anointing and mantle of prophetic evangelism is awaiting us. This message is to prophetically confirm the releasing of the evangelistic commission and the soon arrival of the five-fold manifestation and affective leadership to seal it.
A prophetic empowered evangelistic expression has been commissioned and we will need to be prepared for its arrival. The Lover of souls will promote and confirm those who have been called into the power of the commissioned. The Lord will answer the prayers of his elders and fulfill the five-fold power, promise and commission of souls to the church.
As stated, John moved from the realm of the natural and into the supernatural in just a brief snap of time. A very similar prophetic insight and parallel played out a long time ago in history in the natural life of the prophet Elisha. Elisha would see – make a decision – and speak a prophetic declaration within a matter of seconds which would change the course of history and save the lives of thousands…Including his own! I believe that our prophetic template going forward as the days unfold are woven within the scriptures and following revelation.
“And it happened after this that Ben-Hadad king of Syria gathered all his army, and went up and besieged Samaria. And there was a great famine in Samaria; and indeed they besieged it until a donkey’s head was sold for eighty shekels of silver, and one-forth of a kab ( about a half of a cup) of dove droppings for five shekels of silver.” (2 Kings 6:24-25)
This event may be one of the most desperate situations that I have ever read or heard about. It is vitally important that we are led by the Spirit and move with spiritual vision into these biblical passages as history may repeat itself very soon.
Ben-Hadad (A type of Antichrist spirit) was waging war on Israel (Let’s say for reference sake – a type of the Church) and had finally pushed on to the capital of Samaria. What is interesting is that some time prior to this (2 Kings 6:8-22), Ben Hadad attempted to conquer Samaria — only to have his band of raiders blinded by the prophet Elisha. The blinded men were led into Samaria and instead of being killed, were given grace in the form of a meal and sent home! This is incredible considering that these folks were enemy combatants. Why did Elisha direct the king to let the Syrian raiders go? I personally don’t know at this time and I can only speculate that it was a prophetic signpost of the Lord’s patience, love, and mercy – even for the rebellious. However, there is a clear prophetic word for the body of Christ at this hour as we continue in this historical event.
First, we need to understand what a spiritual and a natural ‘siege’ is. A siege is when nothing of value gets into an environment and nothing gets out of that same environment. When the kingdom of heaven is not received in to our individual and corporate lives…Nothing of eternal or kingdom value is released out into our natural and corporate lives. In a spiritual siege, the enemy of our souls camps outside the walls of our individual mind with the intent to starve us to death, ultimately manifesting as a spiritual holocaust on a corporate level. In this event, nothing and nobody was allowed to get into this city and nothing or nobody was allowed to leave. Sadly, the Samarians were led astray by inept leadership (both natural and spiritual) into a defensive posture. Demonic entities, always prefer de’tente rather than open warfare as to mask their weakness and to neutralize our true strength in Christ.
The Bible states that this famine was ‘great’. The situation concerning this great famine within the city walls was so desperate that to buy a donkey’s head for food would have cost you about $10,000.00. And a half a cup of bird droppings would have cost you a mere $800.00. A spiritual siege utilizing natural economic and social systems can easily enslave people to influence behavior patterns that would otherwise never occur as we shall read and witness. These patterns may certainly unfold in the not so distant future if positive cultural change is not implemented and realized. This was a desperate situation; however, it gets even more desperate!
“Then, as the king of Israel was passing by on the wall, a woman cried out to him, saying, “Help my lord, O king!” And he said, “If the Lord does not help you, where can I find help for you – From the threshing floor or from the winepress? Then the king said to her, ‘What is troubling you?’ And she answered, “This woman said to me, ‘Give your son that we may eat him today, and we will eat my son tomorrow.’ And I said to her on the next day, “Give your son that we may eat him”; but she has hidden her son.”
The siege and situation had now become so desperate that there was not even a morsel left on the threshing floor. The granaries were empty and the winepresses were dry. Water (a figure and type of the Holy Spirit) at this time was evaporating from the city and the people were moving into areas or acts of literal insane behavior. People were actually eating their own children for self-preservation. I realize this is hard to digest or even read, but it is in God’s Word and presented by the Holy Spirit for a reason for such a time as this! We need to understand what the Spirit of the Lord is speaking to the churches and why the Lord chose to put this desperate and almost unbelievable event in His Word.
What is amazing is that this woman, even after having an entire day to reflect upon her actions, did not show remorse or repentance due to the external pressures that were altering the social norm of behavior. I see a parallel at numerous times in our own societies with this same mindsets. Prophetically speaking: Much of humanity and believers alike, are willing to devour others for their own perceived survival as many have cornered or enslaved themselves into the world system (external pressure) of debt and government reliance.
Humanity’s greatest weapon in killing or devouring the hope and dreams of the church’s mandate are the words that are spoken or proclaimed against another. The root word for ‘gossip’ in its original English translation was derived from the Latin word ‘diablo’ which means ‘demonic’. The seemingly minor but deeply demonic activity of gossip will be one of the church’s greatest temptations as tribulations and travail come upon the earth. The overcoming of this warped emotional issue will have a direct effect upon the power and impact of the latter-day church, our personal wellness, and ultimately – the harvest.
“Now it happened, when the king heard the words of the woman, that he tore his clothes; and as he passed by on the wall, the people looked, and there underneath he had sackcloth on his body. Then he said, “God do so to me and more also, if the head of Elisha the son of Shaphat remains on him today!” (2 Kings 6:30-31)
The situation is becoming worse and more and more desperate by the hour. We read that the prophet Elisha, the one who may have had the words and answers from God to save the city was now a marked man! The king most likely was recalling back to when he had the Syrian army within his city walls, blind and at his will to be killed! We recall that Elisha directed that the invaders be given grace and released. This must have angered the king to the point of rage – especially after witnessing what he just heard from the woman who along with another ate her own child. This is an incredibly desperate situation. But it gets even more desperate.
It is interesting that Elisha prophetically ‘saw’ and understood that the king was on his way with an officer to take his head off. But, Elisha in the midst of his personal desperation had to come up with something quick or his head was coming off!
“Then Elisha said, “Hear the word of the Lord. Thus says the Lord: ‘Tomorrow about this time a seah of fine flour shall be sold for a shekel and two seahs of barley for a shekel, at the gate of Samaria.” (2Kings 7:1)
Note that Elijah (Elisha’s spiritual father and mentor) prophesied both drought and rain. But here we are in the midst of a great famine with no rain, no food, and people eating each other under a siege by a demonic principality. Obviously, Elisha’s prophetic gifting was still intact because he knew the king was coming to take his head off. However, where was the ‘double portion’ of Elijah’s mantle which should have brought rain and relief? Where and how is your double portion exhibited?
I believe it is clear and is clarion call to the church today – It wasn’t until Elisha became personally desperate that he brought forth the true, genuine and powerful (actually ridiculous) word of the Lord. If you think about it, this was a prophetic word that was both ridiculous and incredible. Not only would provisions miraculously appear, but it would also be in abundance and affordable as well. It wasn’t until the prophet was desperate that God took ownership of his words and brought forth what was supernatural and would bring glory to his name. This prophetic declaration was so ridiculous and so incredible that only the Lord could bring to it to pass.
I believe that like most of us, Elisha became spiritually complacent and socially hypnotized until he truly realized how desperate the situation really was around him. Is it today?
It’s interesting that we read of Elisha just casually sitting around with the elders of the ‘church’ of his time while people were desperately eating themselves (both in word and deed). Is the prophetic voice today striving for approval by speaking elementary, irrelevant and abstract words? Or, maybe we on the opposite spectrum proclaiming declarations of self-righteous judgment? Much of the prophetic voice is weak or ineffective because many fear man for acceptance rather than being fearless in proclaiming and speaking to both the spiritual and natural needs of mankind. Our abstract spiritual or charismatic lingo and self-righteous declarations of judgment find no place in the hearts of the lost and unsaved. It’s time that we cease proclaiming from Blepo (our past experiences), Thereo (our hyper spiritual theories), and declare with “Eido” (proclaiming revelation and resurrection to that which is dead or dying).
Many in the Body of Christ fear others because they are too much in love with themselves. Many times, we fail to see or realize this and we are all guilty to some degree. When the Lord deals with the love of one’s self – He simultaneously addresses the fear of man. Simply put, the fear of man is but a symptom of self(ish) love. Overcoming our love and protection of self is an important key to our prophetic understanding and destination.
The story continues with the governmental officer’s rebuttal to Elisha’s prophetic word: “So an officer on whose hand the king leaned answered the man of God and said, “Look, if the Lord would make windows in heaven, could this thing be?” And he said (Elisha), “In fact, you shall see it with your own eyes, but you shall not eat of it.”
This man obviously did not believe the words of the now desperate prophet and his fate would be sealed by his arrogance and disbelief of what the Lord declared. I have stated many times that our chances of experiencing a genuine prophetic word coming to fulfillment in our lives can be as much as 100% or as little as 2 in a million. Remember – only 2 out of at least a million coming out of Egypt (Joshua and Caleb) would witness the prophetic word of a promised land fulfilled in their lives.
Two men, regardless of the situation; regardless of what they saw in the natural; or based on past experiences – believed God and had faith that He would fulfill His promises through the prophetic voice. God has promised an abundant life to every individual who enters into the Kingdom Life of Jesus Christ. It’s our position to prophetically declare it and believe it by faith. The story does not end here and it gets even more desperate as if that were possible!
“Now there were four leprous men at the entrance of the gate; and they said to one another, “Why are we sitting here until we die? If we say, ‘We will enter the city,’ the famine is in the city and we shall die there. And if we sit here, we die also. Now therefore, come, let us surrender to the army of the Syrians. If they keep us alive, we shall live; and if they kill us, we shall only die.” (2 Kings 7:3-4)
This historical event unfolds with four pitiful and desperate leprous men. They cannot go into the city for there is nothing or nobody there to help them. Beside that, they were considered unclean and would have to beg in their condition of which at this point was no different from the desperation of those inside the city.
So, here we have these pitiful men standing with their backs against the city walls and the Syrian army facing them as if they were sitting ducks. These men were at a point of such desperation in their lives that they felt they had nothing to lose and everything to gain! We read that these desperate men went right into the heart of the enemy’s camp!
It would be the willingness and mind-set of desperation that the Lord would use to bring fulfillment of the words spoken by the prophet. God would use the most desperate and reliant to fulfill His purposes – ­Even that which may seem incredible and even ridiculous to our natural senses. God would use four desperate leprous men who were completely reliant and broken to extend His grace and kindness to a disobedient and rebellious people.
The bible states that these four leprous men arose at twilight to go to the Syrian camp. As they came to the outskirts of the camp, they were surprised that no one was there. Amazingly, the Lord had caused the army of the Syrians to hear the noise of chariots and horses of a great army. The sound was so tremendous that the Syrian army thought that it was not only one, but two of the greatest armies of the world in that time – the Hittite and Egyptian. (Ref. 2 Kings 7:5-8)
The Bible continues saying that the Syrians fled in haste and fear; leaving food, clothing, and provisions at “TWILIGHT!” Listen! For every step that those desperate men took at twilight, their steps were as the sounds of a GREAT ARMY to the hordes of the enemy. It would be through these desperate and reliant men that the words of a desperate prophet and the purposes of God would be fulfilled. Sure enough, just as the prophet spoke – the officer saw the abundance of food at the city gate, but was trampled to death by the people and would not partake of it because of his lack of faith and rejection of the Lord’s promise and provision. (2 Kings 7:17-18)
The situation in Samaria as described in 2 Kings was a terrible time in history such as many parts of the world is today. Many prophetic lessons are to be gleaned from this story. Israel, like the church was and has been warned prophetically that national and corporate disobedience would reduce the people to these terrible acts (see Leviticus 26:29 and Deuteronomy 28:53, 57). We witnessed tragedy unfolding and continuing to worsen as the prophet and elders sat in a comfortable or spiritually complacent position. We also see that it is through desperate and reliant men and women that the Lord delights and fulfills His purposes on the earth as the power of the resurrection is realized and becomes a reality.



Once upon time when I needed faith
I decided it was time to walk on water
Suddenly on my way, I passed an alligator
He had roses in his hat, 
So I stopped him sooner than later
He delivered me a message 
A heavenly massage to sooth my stage
It was more than the words of man
More than the wisdom of this age

Mr. Alligator said, 'Danny, you must trust Him
More sooner than later
For the enemies of truth
Will try to hold you under water

As I continued upon my journey
I thought to myself 'what have I just learned?
But in a flash, there was commotion
There was movement in the ferns

Silently, the silence came
Was it the end of my world?
I shouted out, 'who's there?'
'It's me', said Mr. Squirrel

I've searched for you all over
And now you're finally found
There's no time to waste
For that contrary to truth is sure to abound
We must find the prophet man
We must find out what we can

So much of the population's dying
And the world's people are in tune to doom
Like a rose, I need water
I need chestnuts to consume

'Mr. Squirrel, I said 'I'm sorry'
Can the problems really be solved?
If there's no one here to help
And no one to get involved?

Always look toward the positive
And never drop your head
For the water will engulf us
If we do not dare to tread

A few days later I awoke
And my alarm said 'time as usual is about up'
So I filled my tub with the water
And gargled with my gargle cup

As I bathed, I felt a presence
Being a bit ticklish
As I looked down and around
I heard, 'Hi, I'm Mr. Fish'

How do you do?
As for me, I'm in tip top shape today
Because my water's clean
And no one's menu says 'fresh fish fillet'

You see Danny, I look past all my worries
Which is something you must do
Though you're fed up - Throw your head up
With this advice from me to you
And that is to tread water

At the days setting sun
Time was finding nothing fun
As I walked along the path, I heard
'Psst, excuse me, you're the one

I said, 'hello, are you talking to me?'
He said, 'No alarm meant by thee
But let me introduce myself
I'm Mr. Monkey

Mr. Monkey, I said, 'How may I help'
And how does your problem meet
He said, 'My bananas are at their ripest'
'But they all stand at ten feet

My swinging hand is bandaged up
And could you help me with this chore?
I said, 'Certainly' and assisted him
So he could gather even more

Now with all of the bananas at his grasp
He decided with this accomplished
To put me unto to the path

He said to live by His inner voice
Which would sustain me through this life
Not to use them nor abuse them 
And to understand the words that got me to Him
And that is to tread water.



A Reformer is someone dedicated to “fine tuning” a current system by working within that particular system. Reformers lead reformation movements. While they may see the need to redress a serious wrong, or injustice, they do so without striving to change the current system as a whole… Thus, there can never really be a “radical Reformer.” Because of this, even those wrongs that strongly need to be redressed are never truly addressed; because some form of compromise is at the heart of a Reformer. You see, a Reformer’s desire is to seek to improve the current system as it stands and within the guidelines of the system they desire to effect. For them, there is no need to “scrap” the system – just “fix” it. They are willing to “go against the flow” but they are unwilling to leave the stream.

A Revolutionary, on the other hand, seeks to redefine the system and is willing to scrap the system when it is determined that the system is broken, they lead the revolution. They have a radical heart, seeking radical change. They are willing to give all to the cause. A Revolutionary seeks basic and radical change to meet the needs of others. A Revolutionary does not seek to improve the system, but to radically change the system; they are willing to dismantle the system if need be. When a Reformer feels the reforms have been met, they simply stop what they are doing and settle back into the system. Revolutionaries on the other hand are willing to get out of the steam and walk a very different path.

Those in power within the system view Reformers as “trouble,” as someone to have long talks with about issues, and seek compromise. While those in the system view Revolutionaries as a “pain in the arse” because they know the Revolutionary desires not to talk about things, but desires action to take place.

Those in the system can tolerate Reformers because, in general, they are just like those in the system but they see a slight need for a small change. On the other hand, the system cannot tolerate Revolutionaries at all because they are demanding radical change, and they desire that change quickly. You see, Revolutionaries desire deep, real, lasting, radical, fundamental changes not only for a cause, but also to the system. Those in the system, vested by the system, do not desire such a change because in that, they lose power!

The stark difference between reformers and revolutionaries is that revolutionaries not only truly believe in their cause – but are truly willing to pay the highest prices for it.

But remember – the Kingdom of God is not advanced through compulsion, but by the overflow of our compassion.


Most of us assume that we know why we do the things what we do. But with that said, how do we explain when things don’t necessarily unfold or end up as we thought or assumed? Better yet, how do we explain when others are able to achieve great things or social change that seems to defy all of the assumptions? For example, why is Apple so innovative year after year? Frankly, they are more creative and innovative than all their competition and yet, they are simply just another computer company. At the end of the day, they are essentially just like every other computer company. All computer companies in the U.S. have the same access to the same talent pool, the same agencies, and the same media outlets…Yet, why is it that they seem to have something different? Why is it that Martin Luther King led the Civil Rights Movement? He certainly wasn’t the only man who suffered in pre civil rights America and he certainly wasn’t the only great speaker of the day. But, why Mr. King? And why is it that the Wright brothers were able to figure out manually controlled flight when there were certainly other folks who were better qualified and better funded? Yet, the Wright brothers beat these other folks and teams to it. How…More importantly, why did this happen? Maybe, we can answer these questions to see and understand both the physical and spiritual applications!

Let’s start by first recognizing and understanding the dynamics of ‘patterns’. All of the great and inspiring leaders and organizations (people with a common belief and goal) in the world, whether it’s Apple or Martin Luther King or the Wright brothers – they all think, act, and communicate the exact same way and it’s the complete opposite to most others. Maybe, just maybe, it’s the world’s most simplest formula and visual for understanding why we do the things that we do and why we are person we are. All of this can be understood by visualizing a big target like what you would see at a gun range. Image a target with three circles. The bullseye is ‘Why’. The second ring is ‘How.’ And the outer ring is ‘What’. This target example will help explain why some organizations (church or business) and their associated leaders are able to inspire where others are not.


Every person and social organization on the planet knows what they do 100% of the time. A portion of these folks know how they do it – but very few people and organizations know why they do what they do. And by ‘why’ I don’t mean to make a profit or to receive a form of gratification – that’s a result. By ‘why’ I mean, what’s your purpose? What’s your cause? What’s your destiny? What’s your belief? Let’s break it down even further – Why does the physical or church organizations that  you currently identify with exist? As a result, the way we think, the way we act, the way we communicate is from the outside or the outer ring of the target to the inward. In other words, the way we think and communication typically move outside (what) to inside (why). Unfortunately, this is the norm for most folks and is obvious because we go from the clearest or easiest thing (what something is) to the fuzziest thing (why something is). But inspired leaders and organizations, regardless of their stature and size, all think, act, and communicate from the inside (why) to the outside (what). Let’s look at the following marketing example with the understanding that we all have something to market…Even salvation through Jesus Christ! Hopefully, that doesn’t offend you! But it’s true – how we approach and package communication matters greatly.

Imagine marketing the use and need for an Apple product because they are easy to understand and everybody gets it. If Apple were like everyone else, a marketing message from them may sound like this: We make great computers. They are beautifully designed, simple to use, and user friendly. Want to buy one? Meh!

But the truth is that this is how most of us communicate. That’s how most marketing and potential opportunities are communicated 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 behavioral change, an acceptance of our product, or even an electoral vote.

“Here’s our new law firm. We have the best attorneys with the biggest clients. We always perform for our clients – do business with us.” Or, “Here’s our new car – it gets great gas mileage, it has leather seats and the latest in audio technology – buy our car.” But if we’re honest, these forms of communication are rather mundane and uninspiring.

Here’s how Apple actually communicates – 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 products beautifully designed, simple to use, and user friendly. We just happen to make great computers. Want to buy one?

If we’re honest, this scenario and form of communication is different, right? You’re really ready to buy a computer and all I did was simply reverse the order of the information. Folks don’t buy into what you do, folks buy into your product in regard to why you do it. This explains why every single person reading this is perfectly comfortable buying a computer from Apple whether you have one or not. Not only that, but we are also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple or a DVR from Apple. But as we read earlier, Apple is just a computer company. There’s nothing that distinguishes them structurally from any of their competitors. Their competitors are all equally qualified to make all of these products. (This is wonderful parallel of the church and its myriad of denominations). In fact, a variety of competitors have tried to match Apple’s results such as Gateway whom came out with flat screen TVs. They are imminently qualified to make flat screen TVs, they have been making flat screen computer monitors for years. Yet, nobody bought one! Dell came out with MP3 players and PDAs and they make great quality products and they can make perfectly well designed products –  yet,  nobody bought one! In fact, talking about it now we can’t even imagine buying an MP3 player from Dell. Why would you buy an MP3 player from a computer company anyway? But we do it everyday. People don’t buy into ‘what’ you do, they buy into ‘why’ you do it.

The first step is not to force relationships and to not necessarily conduct business with everybody who needs what you have. The goal is to build relationship and to conduct business (strengthen connections within the body) with people who believe what you believe. Here’s the best part. None of what I’m telling you is my opinion. It’s all grounded in the foundation and tenants of biology. It’s not psychology or even prophetic, but biology.

If you look at a cross section of the human brain, looking from the top down, what you see is that the human brain is actually sectioned into three major areas that correlate perfectly with the three ringed target. In the human brain, our neocortex corresponds with the “what” level. The neocortex is responsible for all of our rational and analytical thought and language.

The middle two sections make up our limbic brains and our limbic brain is responsible for all of our feelings, like trust and loyalty. It’s also responsible for all human behavior and decision making, yet it has no capacity for language. In other words, when we communicate from the outside in then yes, people can understand vast amounts of complicated information like features, benefits, facts, and figures, but these understandings don’t drive behavior. When we communicate from the inside (why) outward, we are talking directly to the part of the brain that controls behavior and then we allow people to rationalize or process it with the tangible things we say and do. This is where gut decisions and supernatural discernment come from.

Look, we can give folks all the facts and figures and they will easily say, “I know what all the facts and details are but it just doesn’t feel right.” Or, “I’m just not ready for that…” We hear this because the part of the brain that controls the decision-making, doesn’t control language and the best we can muster up is, “I don’t know. Or, it just doesn’t feel or seem right.”

Or sometimes you say you’re leading with your heart or you’re leading with your soul. Well, I hate to break it to you, those aren’t other body parts controlling your behavior, that’s all happening in your limbic section of the brain. This is the part of the brain that controls decision-making rather than language. So, if you don’t know why you do what you do and people will always respond to why you do what you do – then how will you ever get someone to vote for you, buy something from you, or more importantly be loyal and want to be a part of what it is that you do and believe? Again, the purpose is not just to sell to people who ‘need’ what you have, the goal and purpose is to present to people who believe in the core tenants and values what you believe. The goal and purpose is not just to lead people who need a leader, it is to lead people who believe what you believe for this is the hand of the Lord drawing people unto Himself. It is Christ in YOU and that he is gloried in bringing hope to others.

It’s easy to look back and understand that if a organization, let’s say, an employer hires people just because they can do a job, they will usually work for the money alone. But if you hire people who believe what you believe and why you believe it, they will work for you with blood, sweat, and tears. And nowhere else is there a better example of this than with the Wright brothers.

Most people don’t know about Samuel Pierpont Langley and back in the early 20th century, the pursuit of powered manned flight was like the dotcom of the day. Everybody was trying it. Samuel Pierpont Langley had what we assume to be the recipe for success. I mean, even now when we ask, “Why did your product or company fail?” People always give you the same permutations of the same three things. Undercapitalized, the wrong people, bad market conditions. It’s always the same three things… So let’s explore that. Samuel Pierpont Langley was given $50,000 by the War Department to figure out how to produce a viable flying machine. Money was no problem. He held a seat at Harvard and worked at the Smithsonian and was extremely well connected. He knew all the great minds of the day. He hired the best minds money could find and the market conditions were fantastic. The New York Times followed him around everywhere and everyone was rooting for Langley. Then why have we never heard of Samuel Pierpont Langley? We’ll come back to this question. But a few hundred miles away in Dayton, Ohio lived Orville and Wilbur Wright. They had none of what we’d consider to be the recipe for success.

They had no money, they paid for their dream with the proceeds from their bicycle shop. Not a single person on the Wright brothers’ team had a college education. Not even Orville or Wilbur. And the New York Times followed them around nowhere. The difference was that Orville and Wilbur were driven by a cause, a purpose, a belief. They believed that if they could figure out this flying machine, it will change the course of the world.

Samuel Pierpont Langley was different. He wanted to be rich and he wanted to be famous. He was in pursuit of the result, he was in pursuit of the riches and lo and behold look what happened. The people who believed in the Wright brothers’ dream worked with them with blood, sweat, and tears. The others just worked for the paycheck. And they tell stories about how every time the Wright brothers’ went out, they would have to take five sets of parts because that’s how many times they would crash before they came in for supper. And eventually on December 17, 1903 the Wright brothers took flight and no one was there to even experience it. We found out about it a few days later.

And further proof that Langley was motivated by the wrong thing – the day the Wright brothers took flight, he quit. He could have said, “That’s an amazing discovery guys and I will improve upon your technology.” But he didn’t. He wasn’t first, he didn’t get rich, he didn’t get famous, so he quit. People don’t buy what you do, they buy why you do it. And if you talk about why you believe, you will attract those who believe what you believe. Well, why is important to attract those who believe what you believe?

There is something called the law of diffusion of innovation. And if you don’t know the law, then you definitely know the terminology. The first two and half percent of our population are our innovators. The next 13.5 percent of our population are our early adopters, the next 34% are your early majority, the late majority, and your laggards. The only reason these people buy touchtone phones is because you can’t buy rotary phones anymore. We all sit at various places at various times on this scale but what the law of diffusion of innovation tells us is that if you want mass market success or mass market acceptance of an idea, you cannot have it until you achieve this tipping point between 15 and 18 percent market penetration and then the system tips.

I love asking businesses what’s your conversion on new business and they love to tell you proudly, “Oh, it’s about ten percent.” Well you can trip over ten percent of the customers. We all have ten percent who just “get it”. That’s how we describe them. That’s like that gut feeling. “Oh, they just get it.” The problem is how do you find the ones who just get it before you are doing business with them versus the ones who don’t get it. So, it’s this here, this little gap that you have to close as Geoffrey Moore calls it, “Closing the Chasm.” You see, the early majority will not try something until someone else has tried it first and these guys, the innovators and the early adopters, they are comfortable making those gut decisions. They are more comfortable making those intuitive decisions that are driven by what they believe about the world and not just what product is available. These are the people who stood in line for six hours to buy an iPhone when they first came out. When you could have just walked into a store the next week and bought one off the shelf. These are the people who spent $40,000 on flat screen TVs when they first came out even though the technology was substandard. And by the way, they didn’t do it because the technology was so great. They did it for themselves, it’s because they wanted to be first. People don’t buy what you do, they buy why you do it and what you do simply proves what you believe. In fact, people will do the things that prove what they believe. The reason the person bought the iPhone in the first six hours was because of what they believed about the world and how they wanted everybody to see them. They were first.

So let me give you a famous example – a famous failure and a famous success of the law of diffusion of innovation. First the famous failure. It’s a commercial example. As we said before a second ago, the recipe for success is money, and the right people and the right marketing conditions, and you should have success then. Look at TIVO. From the time TIVO came out about eight or nine years ago to this current day, they are the single, highest quality product on the market. Hands down there is no dispute. They are extremely well funded, market conditions were fantastic. I mean we used TIVO as a word, “I love TIVO stuff on my piece of junk Time Warner DVR all the time.” But TIVO is a commercial failure, they never made money. And when they went IPO their stock was about $30 or $40 dollars and then plummeted and it’s never traded above $10. In fact, I don’t think it’s traded above $6 except a couple of little spikes. Because you see, when TIVO launched their product, they told us all what they had. They said, “We have a product that pauses live TV, skips commercials, rewinds live TV and memorizes your viewing habits without you even asking.” And the cynical majority said, “We don’t believe you. We don’t need it. We don’t like it. You’re scaring us.” What if they had said, “If you are the kind of person who likes to have total control over every aspect of your life, boy do we have a product for you. It pauses live TV, skips commercials, memorizes your viewing habits etc.” People don’t buy what you do, they buy why you do it and what you do simply serves as the proof of what you believe.

Now let me give you a successful example of the law of diffusion of innovation. In the summer of 1963, 250,000 people showed up on the Mall of Washington, DC. to hear Dr. King speak. They sent out no invitations and there was no website to check the date. How do you do that? Well, Dr. King wasn’t the only man in America who was a great orator. He wasn’t the only man in America who suffered in pre civil rights America. In fact some of his ideas were bad but he had a gift. He didn’t go around telling people what needed to change in America. He went around and told people what he believed. “I believe, I believe, I believe,” he told people. And people who believed what he believed took his cause and made it their own and they told people. And some of those people created structures to get the word out to even more people. And lo and behold, 250,000 people showed up on the right day, at the right time to hear him speak. How many of them showed up for him? Zero. They showed up for themselves. It’s what they believed about America that got them to travel in a bus for eight hours to stand in the sun in Washington in the middle of August. It’s what they believed. And it wasn’t about black versus white. Twenty five percent of the audience was white.

Dr. King believed that there were two types of laws in this world: those that are made by a higher authority and those that are made by man and not until all the laws that are made by man are consistent with the laws that are made by a higher authority will we live in a just world. It just so happens that the Civil Rights Movement was the perfect thing to help him bring his cause to life. We follow him not for him, but for ourselves. And by the way, he gave the I Have a Dream speech not the I Have a Plan speech. Listen to politicians now with their comprehensive 12 point plans, they don’t inspire anybody. Because there are leaders and then there are those who lead. Leaders hold a position of power or authority but those who lead inspire us, whether they are individuals or organizations, we follow those who lead not because we have to but because we want to. We follow those who lead, not for them but for ourselves. And it’s those who start with “why?” that have the ability to inspire those around them or find others who inspire them.

Credits: Simon Sinek, Dr. Martin Luther King. Apple Inc., TIVO