hi I'm Nathan Crandall founder of your
fluency coach and welcome to today's
leaders teach conversation video lesson
in today's video lesson we're going to
listen to a conversation between Tim
Cook the CEO of Apple and the American
talk show host Charlie Rose will hear
Tim Cook talk about Apple's acquisition
of the company beats Tim Cook's
relationship with Steve Jobs and the
future of Apple TV let's listen to the
video once without subtitles so you can
try to understand as much as possible on
your own then we'll listen to it again
with subtitles and I'll explain
conversational phrases and expressions
that might be new to you let's listen
why did you think you had to buy a
headphone manufacturer in beats what we
saw his several things we saw talent a
talent that I'm super impressed with
Jimmy and Dre off the cha are off the
charts creative geniuses they also had
teams underneath them that I've really
liked Jimmy has a deep knowledge of the
musical industry Dre knows artists Dre
is an artist and they had started a
subscription service in this
subscription service you know some
people think they're all like well let
me tell you I I was I went into the
things skeptically it like a shows Asian
yeah not to the acquisition into their
service because Jimmy had told me how
great it was and so one night I'm
sitting playing with theirs versus some
others and all of a sudden it dawns on
me that when I listened to theirs for a
while I feel completely different and
the reason is that they recognized that
human curation was important in the
subscription service that the sequencing
of songs that you listened to affect how
you feel it's hard to describe but you
know it when you feel it and and so that
night I couldn't sleep that night and so
I was thinking we've we need to do this
they also have I think they've done a
fabulous job with their brand and in the
headphone business it's a fast growing
business they went into it not too long
ago and you know I've done really well
however they needed a global footprint
we have a global footprint they have
been primarily us not solely us but
primarily us and so I felt we could get
a subscription service we could get
incredible talent and that I think we
can all put our heads together and do
some things that are beyond what either
of us are currently doing and we had a
fast growing business where was Stephen
all this well he's in my heart and he is
deep in Apple's DNA I his his spirit
will always be the foundation of the
company I literally think about him
every day his office is still left as it
was on the fourth floor
on the fourth floor his name is still on
the door and he we still if you think
about the things that Steve stood for at
a macro level he stood for innovation he
stood for the simple not the complex he
knew that Apple should only inner areas
where we can control the the primary
technology all of these things are still
deep in our company there's still things
that we very much believe the the strive
for perfection for being the best for
only doing the best products for staying
focused the fact that despite this table
being so small that you and I are
sitting it you could put every Apple
product on it every single one that we
ship today and yet this year our
revenues will be you know approximately
180 billion there's probably no other
company on the face of the earth that
could say that you know the hardest
decisions we made are all the things not
to work on
frankly because there's lots of things
we'd like to work on that we have
interest in but we know that we can't do
everything great is TV one of them well
TV is one that we continue to have great
interest in so I choose my words
carefully there but you know TV is one
of those things that if we're really
honest it's stuck back in the 70s think
about how much your life has changed and
all the things around you that that has
changed and yet TV when you go in your
living room to watch the TV or wherever
it might be it almost feels like you're
rewinding the clock and you've entered a
time capsule and you're going backwards
the interface is terrible I mean it's
awful and you watch things when they
come on unless you remember to record
though why don't you fix that well yeah
you know I don't want to get into what
we're doing in the future but it we've
we've taken stabs with Apple TV and
Apple TV now has over 20 million users
and so it's it has far exceeded the
hobby label that we that we placed on it
and we've added more and more khan to it
our content to it this year and so
there's increasingly more things that
you can do on there but this is an area
that we continue to look at alright that
was our video for today if you felt you
had a little trouble understanding it
you could go back to the beginning of
the video and watch it one more time
otherwise let's watch the video again
with subtitles this time and I'll
explain common conversational phrases
and expressions that you may not be
familiar with alright let's listen again
why did you think you had to buy a
headphone manufacturer in Beats what we
saw his several things we saw talent a
talent that I'm super impressed with
Jimmy and Dre author cha are off the
charts creative geniuses off the
Charts off the charts when you say that
something is off the charts you mean
that it is unusually great you can
imagine a chart that has rankings on it
and the higher you go up on the charts
the higher ranked or better something is
so if something is so great that it
doesn't fit on the chart anymore it is
literally off the charts one example of
how to use this phrase in a professional
setting could be when you're talking
about an amazing presentation you heard
you might tell a colleague that the
presentation was off the charts
all right off the charts let's continue
they also had teams underneath them that
I've really liked Jimmy has a deep
knowledge of the musical industry Dre
knows artists Dre is an artist and they
had started a subscription service and
this subscription service you know some
people think they're all like well let
me tell you I I was I went into the
thing skeptically it like that shows
Asian yeah not to the acquisition into
their service because Jimmy had told me
how great it was and so one night I'm
sitting playing with theirs versus some
others and all of a sudden all of a
sudden all of a sudden the phrase all of
a sudden means suddenly the main
difference is grammatical because the
phrase all of a sudden is used before
the subject of a sentence or a clause so
for example it sounds unnatural to say I
was working at my desk and I all of a
sudden got really hungry
in that case it sounds more natural to
say I suddenly got hungry but you could
say we were in the middle of a
conference call and all of a sudden the
fire alarm went off in this case the
phrase all of a sudden comes before the
subject of the second clause
all right all of a sudden let's continue
it John son it dawns on me it dawns on
me when something dawns on you it
suddenly becomes apparent to you or you
realize it dawn as you may know is the
time when the Sun comes up and the Sun
sometimes symbolizes knowledge or
awareness so you can imagine knowledge
rising in your mind as you become aware
of something as something dawns on you
you imagine that you're at work and
you're spending a long time looking for
some information on the internet then it
dawns on you that the information you
need might be in the company archives in
other words you suddenly realize that
you might be able to get the information
more easily all right
it dawns on me let's continue me that
when I listen to theirs for a while I
feel completely different and the reason
is that they recognized that human
curation was important curation curation
curation is not a word you hear every
day but you do hear it more frequently
these days especially in the tech field
traditionally a curator is someone who
chooses the art for an art exhibit at a
museum or gallery the curators job is to
decide what art to show and how the art
should be displayed
that's curation in this video Tim Cook
is talking about beats --is music
subscription service and what makes the
service different is the fact that the
playlists are curated so in other words
someone chooses the songs to play and
the order to play them in and this is
what makes the beats service different
from others alright curation let's
continue in the subscription service
that the sequencing of songs that you
listen to
affect how you feel it's hard to
describe but you know it when you feel
it and and so that night I couldn't
sleep that night and so singing we've we
need to do this they also have I think
they've done a fabulous job with their
brand and in that the headphone business
it's a fast growing business they went
into it not too long ago and you know
I've done really well
however they needed a global footprint
we have a global footprint they have
been primarily us not solely you eyes
but primarily us and so I felt we could
get a subscription service we could get
incredible talent and that I think we
can all put our heads together put our
heads together put our heads together
when you put your heads together you
discuss or plan something together for
example imagine a team of people working
on a project together and they're
putting their heads together to solve a
particular problem in other words
they're putting their minds or their
ideas together to solve that particular
problem all right
put our heads together let's continue
there and do some things that are beyond
what either of us are currently doing
and we had get a fast-growing business
where is Stephen all this well he's in
my heart and he is deep in Apple's DNA
in someone's DNA in someone's DNA when
something is in your DNA
it is a fundamental unchangeable part of
who you are DNA normally means your
genetic code but in this phrase it
doesn't mean genetics it just means
something fundamental and unchangeable
about a person or an organization so
somebody might say it's not in my DNA to
waste money they don't mean that they
have a gene that prevents them from
wasting money they just mean that not
wasting money
is such a fundamental part of them that
they can't change it all right in
someone's DNA let's continue I his his
spirit will always be the foundation of
the company I literally think about him
every day his office is still left as it
was on the fourth floor on the fourth
floor his name is still on the door and
we still if you think about the things
that Steve stood for at a macro level he
stood for innovation he stood for the
simple not the complex stand for
something stand for something when you
stand for something it is so important
to you that you insist on it
so when Tim Cook says that Steve Jobs
stood for simplicity he means that
simplicity was something jobs valued so
highly that he insisted on simplicity in
the design of Apple's products you can
also stand for things like human rights
or gender equality there is also another
common use of the phrase stand for
something it can also mean that
something represents or symbolizes
something else
so for Americans the American flag
stands for freedom meaning that the flag
is a symbol of freedom for Americans all
right stand for something let's continue
he knew that Apple should only inner
areas where we can control the primary
technology all of these things are still
deep in our company there's still things
that we very much believe the the strive
for perfection strive for something
strive for something when you strive for
something you try hard to reach a
certain eye
deal so you might strive to be the best
you might strive to be a good husband or
father or friend you might strive to be
successful in business
striving basically means to make a
strong effort to accomplish something
difficult all right
strive for something let's continue for
being the best for only doing the best
products for staying focused effecting
despite this table being so small that
you and I are sitting at you could put
every Apple product on it every single
one that we ship today and yet this year
our revenues will be you know
approximately 180 billion there's
probably no other company on the face of
the earth that could say that on the
face of the earth on the face of the
earth the phrase on the face of the
earth means in the whole world so no one
on the face of the earth as Tim Cook
uses the phrase here means no one in the
whole world the difference between the
two is that on the face of the earth
gives a little more emphasis so when you
say on the face of the earth it's kind
of like saying no one anywhere in the
entire world all right on the face of
the earth let's continue you know the
hardest decisions we make are all the
things not to work on frankly because
there's lots of things we'd like to work
on that we have interest in but we know
that we can't do everything great is TV
one of those well TV is one that we
continue to have great interest in so I
choose my words carefully there but you
know TV is one of those things that if
we're really honest it's stuck back in
the 70s think about how much your life
has changed and all the things around
you that that has changed and yet TV
when you go in your living room to watch
the TV or where
it might be it almost feels like you're
rewinding the clock rewind the clock
rewind the clock when you rewind the
clock you go back in time this isn't a
very common expression but you might
hear it sometimes Tim Cook uses the
phrase here in a positive expression but
you can also use it in a negative
expression for example maybe a project
your team worked on wasn't very
successful you might say well we're not
going to be able to rewind the clock but
we can try to improve things moving
forward all right
rewind the clock let's continue again
you've entered a time capsule and you're
going backwards the interface is
terrible I mean it's awful and you watch
things when they come on unless you
remember to record so why don't you fix
that well yeah you know I don't want to
get into what we're doing in the future
get into something get into something
the phrase get into something has
different meanings in this case it means
to begin to discuss something so when
Tim Cook says I don't want to get into
what we're doing in the future he means
that he doesn't want to start talking
about what Apple is doing in the future
all right
get into something there's also another
meaning another common meaning of get
into something is to start enjoying
something so you might be at a party and
at first you didn't think it was very
fun but after a while you start to get
into it
meaning that you start to enjoy it all
right get into something let's continue
but it we've we taken stabs with apple
TV take stabs at take stabs at when you
take stabs at something you try to do
something that you haven't done before
the more common expression is to take
a stab at something but you can also say
take stabs at something the phrase comes
from trying to stab something with a
knife to try and kill it we frequently
use the phrase when we're not quite sure
that we're going to be successful at
doing something so you might say I'm not
sure if this is going to work but I'll
take a stab at it all right take a stab
at something let's continue an Apple TV
now has over 20 million users and so
it's it has far exceeded the hobby label
that we that we placed on it and we've
added more and more khan to it our
content to it this year
and so there's increasingly more things
that you can do on there but this is an
area that we continue to look at so
those were some common conversational
phrases and expressions fluent English
speakers use in conversation and you can
use them yourself to sound more fluent
and more natural before we finish our
lesson for today let's review and
practice pronouncing each phrase and
expression we just heard I'll say each
one three times listen carefully and try
to say it just like I said off the
charts
off the charts
all of a sudden
it dawns on me
curation curation curation
put our heads together
in someone's DNA
stand for something
strive for something
on the face of the earth
rewind the clock
get into something
take stabs at
now that you know what these
conversational phrases and expressions
mean and how to pronounce them I want
you to think about how you would use
each phrase or expression in a real
situation in your own life take each
phrase or expression and think about a
real-life situation you might use it in
don't just think of a random sentence
think of a real situation you might
actually be in then imagine yourself
very clearly using the phrase or
expression in that situation this
exercise will help you remember each
phrase and expression more easily and it
will also help you use these phrases and
expressions fluently and naturally in
the future if you'd like you can also
download the worksheet for today's
lesson the worksheet contains questions
for each phrase or expression and it
will help you think of a relevant
situation you could use that phrase and
expression in you can also use the
worksheet with a fluent English speaker
to practice using the phrases and
expressions you learned in the context
of a real conversation and that's the
end of today's leaders teach
conversation video lesson if you'd like
to practice your English listening
comprehension a little more
I recommend listening to the video for
today's lesson one more time from the
beginning without subtitles this will
give you a chance to focus specifically
on the sound of the language used in the
video this will improve not only your
listening comprehension but also your
spoken English fluency all right thank
you for watching today's leaders teach
conversation video lesson I'll talk to
you next time