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5. 重建 Rebuild 文 / 史蒂夫#8226乔布斯 更新时间:2012-6-2 20:33:41
 

乔布斯和NeXT创办者

的合影,1986年

 

Steve Jobs with

founders of NeXT, 1986

 

 


 

1997年史蒂夫·乔布斯

和妻子劳伦·鲍威尔在

自家后院

 

Steve Jobs and his wife

Laurene Powell, taken in

their own backyard,1997

 

 


 

It’s rare that you see an artist in his 30s or 40s

able to really contribute something amazing. Of

course, there are some people who are innately

curious, forever little kids in their awe of life, but

they’re rare.

 

I'm the only person I know that's lost a quarter

of a billion dollars in one year…It's very character-

building.

 

During the next five years, I started a company

named NeXT, another company named Pixar, and fell

in love with an amazing woman who would become

my wife.

 

I was in the parking lot, with the key in the

car,and I thought to myself: If this is my last night on

earth, would I rather spend it at a business meeting

or with this woman?I ran across the parking lot,

asked her if she’d have dinner with me. She said

yes, we walked into town, and we’ve been together

eversince.

 

In most people's vocabularies, design means

veneer. It's interior decorating. It's the fabric of the

curtains of the sofa. But to me, nothing could be

further from the meaning of design. Design is the

fundamental soul of a human-made creation that

ends up expressing itself in successive outer layers of

the product or service.

 

Playboy, 1985

 

Apple Confidential 2.0

 

Stanford Commencement

Speech, June2005

 

New York Times Magazine,

January 12, 1997

 

Playboy,1987

 

 


 

你很少能见到有艺术家在三、四十岁时还能够

创造一些真正令人惊讶的作品。当然,有人天生就

有好奇心,一辈子都像小孩一样,但这种人很少。

 

我是我所知道的唯一一个在一年中失去2.5

亿美元的人……这对我的成长很有帮助。

 

在接下来的五年里, 我创立了一个名叫NeXT

的公司, 还有一个叫Pixar的公司, 然后和一个后

来成为我妻子的优雅女人相识。

 

(谈到和妻子劳伦的相遇)我把车钥匙锁在了

车里,在停车场待了很久,我对自己说,如果这是

我活在人世的最后一晚,我应该如何度过?—

开会?还是和这个女人一起度过?于是我跑出停

车场,问她说是不是愿意和我一起吃个饭,她说好

啊,之后我们一起走路去了城里,相伴直到现在。

 

在大多数人的字典中,设计意味着华丽的虚

饰,是室内装潢,是沙发皮质的面料。但对我来

说,没有什么能远离设计。设计是产品的灵魂,灵

魂通过产品和服务的外观表达自己。

 

《花花公子》杂志,1985年

 

《苹果揭秘》

 

斯坦福毕业典礼演讲,

 

2005年6月

 

《纽约时报》杂志,

 

1997年1月12日

 

《花花公子》杂志,1987年

 

 


 

It’s not about pop culture, and it’s not about

fooling people, and it’s not about convincing people

that they want something they don’t. We figure

out what we want. And I think we’re pretty good at

having the right discipline to think through whether

a lot of other people are going to want it, too. That’s

what we get paid to do.

 

Look at the Mercedes design, the proportion of

sharp detail to flowing lines. Over the years they've

made the design softer but the details starker. That’s

what we have to do with the Macintosh.

 

If I knew in 1986 how much it was going to cost

to keep Pixar going, I doubt if I would have bought

the company.

 

Apple has some pretty amazing people, but

the collection of people at Pixar is the highest

concentration of remarkable people I have ever

witnessed.There’s a person who’s got a Ph. D. in

computer—generated plants—3D grass and trees

and flowers. There’s another who iS the best in the

world at putting imagery on film. Also, Pixar is more

multidisciplinary than Apple ever will be. But the key

thing is that it is much smaller. Pixar’s got 450 people.

You could never have the collection of people that

Pixar has now if you went to two thousand people.

 

CNN Money

 

Odyssey: Pepsi to Apple,

1987

 

Fortune

 

CNNMoney / Fortune,

November 9, 1998

 

 


 

不是源于流行文化,不是欺骗大众,不是劝说

人们购买他们不需要的产品。我们要设计自己想

要的产品。同时,我认为我们擅长判断多数人是

否也需要这种产品。这是我们应该做的。

 

看看梅赛德斯的设计吧,流线型线条中那些

锐利的细节。许多年过去了,他们的设计变得更

加柔和,但细节也变得更加朴实无华。我们设计

的Mac机也应该如此。

 

如果我在1986年知道经营皮克斯公司需要花

费多少资金的话,我就得考虑到底应该不应该购

买这家公司。

 

苹果公司的员工的确都很出色,但皮克斯的

员工更是“好中之好” 。那里有专门研究电脑特技

的博士,可以做出来3D效果的花草树木,还有世

界上技术最好的在电影中放入图像的工程师。不

仅如此,和苹果比起来,皮克斯的涉猎范围更大,

但关键性的东西更少。皮克斯有450名员工,但

如果你去了有2000个员工的公司,也找不到这么

出色的团队。

 

美国有线电视新闻网

 

财经频道

 

《冒险历程:从百事到苹果》,

 

1987年

 

《财富》杂志

 

美国有线电视新闻网财经

频道/ 《财富》杂志,

 

1998年9月9日

 

 


 

Pixar's got by far and away the best computer

graphics talent in the entire world, and it now has

the best animation and artistic talent in the whole

world to do these kinds of film. There’s really no one

else in the world who could do this stuff. It’s really

phenomenal. We're probably close to ten years

ahead of anybody else.

 

What a computer is to me is the most

remarkable tool that we have ever come up with. It’s

the equivalent of a bicycle for our minds.

 

Being the richest man in the cemetery doesn’t

matter to me … Going to bed at night saying we’ve

done something wonderful… that’s what matters to

me.

 

There’s no yacht in my future, I’ve never done

this for the money.

 

One of the reasons I think Microsoft took ten

years to copy the Mac is‘cause they didn’t really get it

at its core.

 

Innovation has virtually ceased, Microsoft

dominates with very little innovation. Apple lost. The

desktop market has entered the dark ages.

 

Smithsonian Institution

Oral and Video Histories,

April 20,1995

 

Memory&Imagination,

1990

 

The Wall Street Journal,

May 25, 1993

 

New York Times, 1995

 

Rolling Stone, June16,1994

 

Wired, 1995

 

 


 

纵观整个世界,皮克斯公司是最优秀的电脑

绘图公司,它拥有世界上最出色的艺术人才和动

画片绘制人才。它拍摄的电影是其他公司望尘莫

及的。皮克斯确实是个非凡的公司,我们领先于

其他同行大概十年的时间。

 

电脑对我而言,是一种最非凡的工具,在我心

中,它和自行车的地位是一样的。

 

成为坟墓中最有钱的人,对我来说毫无意义;

晚上上床睡觉前能够说声我们已漂亮地干完了活

儿,这对于我来说妙不可言。

 

我的未来不需要游艇,我做这个从来都不是

为了钱。

 

我觉得微软花了十年时间抄袭苹果,原因之

一,就是因为他们不曾真正抄到苹果的核心技术。

 

创新实际上已经停止了,微软占据了市场,但

几乎没有创新。苹果输了,台式电脑市场进入了

黑暗时代。

 

史密森学会,口述和视频

记录,1995年4月20日

 

《记忆与想象》,1990年

 

《华尔街日报》,

 

1993年5月25日

 

纽约时报,1995年

 

《滚石》杂志,

 

1994年6月16日

 

《连线》杂志,1995年

 

 


 

In Our business, one person can’t do anything

anymore. You create a team of people around you.

You have a responsibility of integrity of work to that

team. Everybody does try to turn out the best work

that they can.

 

It’s painful when you have some people who

are not the best people in the world and you have to

get rid of them; but I found my job has sometimes

exactly been that—to get rid of some people who

didn’t measure up and I've always tried to do it in a

humane way. But nonetheless it has to be done and

it is never fun.

 

I think the artistry is in having an insight into

what one sees around them. Generally putting

things together in a way no one else has before and

finding a way to express that to other people who

don’t have that insight…

 

Creativity is just connecting things. When you

ask creative people how they did something, they

feel a little guilty because they didn’t really do it, they

just saw something. It seemed obvious to them after

a while. That’s because they were able to connect

experiences they’ve had and synthesize new things.

And the reason they were able to do that was that

they’ve had more experiences or they have thought

more about their experiences than other people.

 

Smithsonian Institution

Oral and Video Histories,

April 20,1995

 

Smithsonian Institution

Oral and Video Histories,

April 20, 1995

 

Smithsonian Institution

Oral and Video Histories,

April20,1995

 

Wired, February 1996

 

 


 

在我们这个行业,一个人不可能单枪匹马完

成所有事情。你需要组建一支团队来帮助你,你

有为这个团队忠诚工作的责任,每个人都会努力

做到最好。

 

如果你的员工不是世界上最优秀的,这是个让

人伤脑筋的事情,因为你不得不去把他们处理掉。

而我有时候面对的正是这样的工作——开除那些

不合格的员工,我做的尽可能人性化一点,但无论

如何,这是必须要做的事情,而且毫无乐趣可言。

 

在我看来,艺术就是有洞察身边一切事物的好

眼光。用前人没有用过的方式,把东西组合在一

起,再把它呈现给那些没有这个好眼光的人看。

 

创新就是把各种事物整合到一起。当你问有

创意的人是如何创新的,他们可能会感到一丝负罪

感,因为他们根本就没有创造什么,他们只是看到

了一些联系。他们总能一眼就看出各种事物之间

的联系,因为他们习惯于将他们的各种经验联系起

来,然后整合形成新的东西。他们之所以能够做到

这一点,是因为他们具有比别人更加丰富的经验,

或者他们对自己的经验思考得更多。

 

史密森学会,口述和视频

记录,1995年4月20日

 

史密森学会,口述和视频

记录,1995年4月20日

 

史密森学会,口述和视频

记录,1995年4月20日

 

《连线》杂志,1996年2月

 

 


 

Design is a funny word. Some people think

design means how it looks. But of course, if you dig

deeper, it’s really how it works. The design of the Mac

wasn’t what it looked like, although that was part of

it. Primarily, it was how it worked.

 

To design something really well, you have to

get it. You have to really grok what it’s all about. It

takes a passionate commitment to really thoroughly

understand something, chew it up, not just quickly

swallow it. Most people don’t take the time to do

that.

 

Unfortunately, that’s too rare a commodity. A

lot of people in our industry haven’t had very diverse

experiences. So they don’t have enough dots to

connect, and they end up with very linear solutions

without a broad perspective on the problem.

The broader one’s understanding of the human

experience, the better design we will have.

 

Wired, February 1996

 

Wired, February 1996

 

Wired, February 1996

 

 


 

设计是一个有趣的词。有人认为,设计就是设

计对象的外观。但是细究起来,它还包括设计对象

的工作方式。苹果Mac电脑的设计就不仅仅包括

它的外观,尽管外观也是设计的一部分。它的设计

主要还是它的工作方式。

 

要把某个东西设计得很好,你就必须熟悉它,

真正了解它到底是什么。你需要持续投入很大的

热情才能真正彻底地明白它,你需要反复地咀嚼回

味,而不只是囫囵吞枣。但是,大多数人不愿意花

时间这样做。

 

不幸的是,这是一种非常稀缺的品质。我们行

业中的很多人缺乏多方面的经验。因此,他们就没

有很多点可供联系,对待问题就只能提出线性的解

决方案,而没有宽广的视野。我们对于人类的体验

了解得更深更广,我们的设计就会越出色。

 

《连线》杂志,1996年2月

 

《连线》杂志,1996年2月

 

《连线》杂志,1996年2月

 

 


 

Ultimately,it comes down to taste. It comes

down to trying to expose yourself to the best things

that humans have done and then try to bring those

things in to what you're doing. Picasso had a saying:

good artists copy,great artists steal. And we have

always been shameless about stealing great ideas,

and I think part of what made the Macintosh great

was that the people working on it were musicians

and poets and artists and zoologists and historians

who also happened to be the best computer

scientists in the world.

 

The desktop metaphor was invented because

one, you were a stand-alone device, and two, you

had to manage your own storage. That’s a very big

thing in a desktop world. And that may go away. You

may not have to manage your own storage. You may

not store much before too long.

 

I’m an optimist in the sense that I believe

humans are noble and honorable, and some of

them are really smart. I have a very optimistic view

of individuals. As individuals, people are inherently

good. I have a somewhat more pessimistic view of

people in groups. And I remain extremely concerned

when I see what’s happening in our country. We

don’t seem to be excited about making our country

a better place for our kids.

 

Triumph of the Nerds,

PBS,June1996

 

Wired, February 1996

 

Wired, February 1996

 

 


 

最后,其实归根到底是品位的问题。你要尽量

让自己接触到这个世界上最优秀的产品,并把它运

用到自己的工作中去。毕加索说过:“好的艺术家

复制,伟大的艺术家偷窃。“当我们剽窃别人的卓越

的创意的时候,从不觉得羞愧,而且我觉得Mac之

所以能成为一件卓越的产品,原因之一就是创造它

的人中有音乐家、诗人、动物学家、历史学家—

而他们碰巧成了世界上最出色的电脑科学家。

 

台式电脑的寓意是:其一,你的设备是独立的;

其二,你需要自己管理你存储的东西。这是台式电

脑世界中最为关键的理念。这一切可能会一去不

复返了。你不必要管理你自己存储的东西。在不

久的将来,你可能不必存储很多东西。

 

在某种意义上,我是一个乐观主义者。我相信

人类是高贵的,值得尊敬的,其中还有一些人绝顶

聪明。我对个人充满了乐观的态度。作为个体,人

本质上是好的。但是,我对于群体中的人持有一种

悲观的态度。当我看到我们国家发生的一些事情

时,我感到非常担心。我们似乎怎么也无法让我们

的国家变成一个更适合我们孩子生活的地方。

 

美国国家广播公司《小人物

的胜利》,1996年7月

 

《连线》杂志,1996年2月

 

《连线》杂志,1996年2月

 

 


 

We have always been shameless about stealing

great ideas.

 

I wish him ( Bill Gates ) the best, I really do. I just

think he and Microsoft are a bit narrow. He’d be a

broader guy if he had dropped acid once or gone off

to an ashram when he was younger.”

 

These technologies can make life easier, can let

us touch people we might not otherwise. You may

have a child with a birth defect and be able to get in

touch with other parents and support groups, get

medical information, the latest experimental drugs.

These things can profoundly influence life. I’m not

downplaying that.

 

About 25% of it is totally me, right down to the

mannerisms, And I’m certainly not telling you which

25%.

 

PBS Documentary, Triumph

of the Nerds, 1996

 

The New York Times,

 

 January12, 1997

 

Wired, February 1996

 

New York Times, 1996

 

 


 

我们窃取他人的奇思妙想,并且从不羞愧。

 

我衷心祝愿他(比尔·盖茨),真的。我只是觉

得微软和盖茨狭隘。如果能放下尖酸刻薄或者年

轻的时候修身养性,那么他的心胸一定会变得更加

开阔。

 

技术能让生活变得更轻松,能让我们联系到我

们以前联系不到的人。例如,假设你有一个孩子具

有先天性缺陷,你就能通过这些技术与其他的父母

和医疗团队取得联系,获得最新的医学资讯和最新

研制的药品。在这些方面,技术能够深刻地影响我

们的生活。我一点也没有小瞧它们。

 

这个角色的25%左右完全是我,直指我那些

怪癖,当然我不会告诉你是哪25%。

 

1996年的美国公共电视网

播出的电视纪录片《书呆子

的胜利》

 

《纽约时报》,

 

1997年1月12日

 

《连线》杂志,1996年2月

 

《纽约时报》,1996年

 

 


 

 6. 回归

 

Return

 

 


 

在波士顿的Macworld大

会演讲前几小时,乔布

斯和盖茨在电话中敲定

了与微软的合作

 

In a few hours before the

Macworld Conference

in Boston to deliver a

speech, Jobs and Gates

finalize a partnership

with Microsoft on the

phone

 

 


 

1997年,苹果公司在乔

布斯的治理下重塑了团

队氛围

 

In 1997, Jobs

governance remodeled

team atmosphere in

Apple

 

 


 

What if Apple didn’t exist?Think about it. Time

wouldn’t get published next week.Some 70% of

the newspapers in the U. S. wouldn’t publish to-

morrow morning. Some 60% of the kids wouldn’t

have computers; 64% of the teachers wouldn’t have

computers. More than half the Websites created on

Macs wouldn’t exist. So there's something worth

saving here. See?

 

Apple bought NeXT and I returned to Apple and

the technology we developed at NeXT is at the heart

of Apple's current renaissance.

 

This Apple thing is that way for me. I don’t want

to fail, of course. But even though I didn’t’know how

bad things really were, I still had a lot to think about

before I said yes. I had to consider the implications

for Pixar, for my family, for my reputation. I decided

that I didn’t really care. because this is what I want to

do. If I try my best and fail, well, I've tried my best.

 

Time, August 18,1997

 

Stanford Commencement

Speech, June2005

 

CNNMoney / Fortune,

November 9, 1998

 

 


 

如果苹果消失,世界将会怎样?好好想想吧。

《时代》杂志下周将不会出版,美国70%的报纸第

二天都将停发,60%的孩子和64%的老师将不会

拥有个人电脑。一半以上用mac创建的网站也将

不复存在。看到了吧,苹果的存在,事关重大。

 

苹果电脑买下了NeXT,我回到了苹果公司,

我们在NeXT研发的技术成了苹果电脑后来复兴

的核心。

 

苹果对我来说就是这样。我当然不希望失败,

但即便我不知道未来会有什么坏事发生,在说“好

的”之前,我仍然会前思后想很久。我必须考虑这

件事对皮克斯有什么影响,对我的家庭有什么影

响,对我自己的声誉有什么影响,但最后我还是会

做,我决定不能这么畏首畏尾,因为这是我真正想

做的事情。如果我尽力之后还是失败了,无所谓,

因为我努力过了。

 

《时代》杂志,

 

1997年8月18日

 

斯坦福毕业典礼演讲,

 

2005年6月

 

美国有线电视新闻网财经

频道/《财富》杂志,

 

1998年9月9日

 

 


 

What are the great brands? Levi’s, Coke, Disney,

Nike. Most people would put Apple in that category.

You could spend billions of dollars building a brand

not as good as Apple. Yet Apple hasn’t been doing

anything with this incredible asset. What is Apple,

after all? Apple is about people who think“outside

the box, ’’people who want to use computers to help

them change the world, to help them create things

that make a difference, and not just to get a job

done.

 

Apple has some tremendous assets, but I

believe without some attention, the company could,

could. could-I'm searching for the right word-

could, could die.

 

Apple was about 90 days away from going

bankrupt back then, in the early days and, ti was

much worse than I thought when I went back,

initially. But there were people there who I’d

expected all the good people would have left, and I

found these miraculous people, these great people

and I said “why?” t tired to ask this as tactfully as I

could but “why are you still here?” And, you know, a

lot of them had this little phrase they said “I, because

I believed in six colors, which was the old six color

Apple logo, and, that was code for “because I love

what this place stands for” or at least stood for.

 

Time, August 18,1997

 

Time, August 18,1997

 

interview at D8 in 2010

 

 


 

什么是名牌?里维斯、可口可乐、迪士尼、耐

克都是。很多人也会把苹果归入此列。也许你花

重金想打造一个品牌,到头来却远不及苹果有名,

但是苹果品牌的建立从未花过很多钱。说到底,苹

果是什么? 苹果是那些“跳到盒子外面”去思考问

题的人们提供的品牌, 那些希望通过电脑来帮助自

己改变世界的人们提供的品牌,是那些想要进行创

造活动,有所作为,而不仅仅机械工作的人提供的

品牌。

 

苹果确实拥有庞大的资产,但我相信,如果不

能引起关注,这个公司很可能,可能,可能—让

我找个合适的词—可能会死去。

 

那时候苹果只能坚持三个月左右就会破产了,

我刚回去时,情况比我想象的更糟糕,但是仍有些

人坚守岗位。我本以为这些优秀的人会离开的,但

是我找到了这些令人惊奇的人、这些伟大的人. 我

问“为什么”我尽量巧妙地问“为什么你们会留下

来?”很多人的回答非常简短,他们说“因为我相

信六色”—就是苹果老代的六色商标,这等于

说“我喜欢这个地方所代表的东西”,至少是曾经

代表的东西。

 

《时代》杂志,

 

1997年8月18日

 

《时代》杂志,

 

1997年8月18

 

D8峰会上的访谈,2010年

 
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