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史蒂夫·乔布斯的十大成功法则 – 译学馆
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史蒂夫·乔布斯的十大成功法则

Steve Jobs's Top 10 Rules For Success

他被认作数码革命之父
He is considered the father of the digital revolution,
创新大师 及设计完美主义者
a master of innovation and a design perfectionist
截止至2010年 他身价超过80亿美元
He had a network of over eight billion dollars in 2010
他是我长久以来个人最喜欢的企业家之一
He is one of my personal favorite entrepreturs of all time
他就是前苹果CEO 史蒂夫·乔布斯
He is Steve Jobs from Apple
这里是他成功的10条黄金原则
and here is his top ten rules for success
依凡 卡迈克尔 制作
EVAN CARMICHAEL
我想说的是
The thing I would say is
你长大以后 你常被告知世界就是这样
when you grow up, you tend to get told that the world is the way it is

and your
你的人生就是按规则行事
your life is just to live your life inside the world,
不要“ 横冲直撞 ”
try not to bash into the walls too much
要努力拥有一个圆满的家庭生活
Ah, try to have a nice family life
找点乐子 存点钱
have fun, save a little money
但生活
but life
这是一个很狭隘的生活
that’s a very limited life
生活可以更广阔
life can be much broader
一旦你发现了这个简单的事实
once you discover one simple fact
即 你所称作的生活
and that is everything around you that you call life
不过是由一群与你智商差不多的人组建起来的
was made up by people there were no smarter than you
你就能改变这种生活 你可以影响它
and you can change it, you can influence it
你可以创造自己的东西 让别人来用它
you can, you can build your own things that other people can use
一旦你明白了
and the minute that you understand
你可以凭本事 凭想法
that you can poke life in actually something you know you push in,
对生活“指手画脚”
something you pop out the other side
你就可以改变生活
you can, you can change it
你可以改造生活
you can mold it
这也许是最重要的事
Ahm, that’s maybe the most important thing
就是 要摆脱
is to shake off this
一种错误的观念
this erroneous notion that life is
即 生活就这样 你得照着过
is there and you’re just gonna live in it
相反 你要拥抱生活 改变生活 改善生活
versus, embrace it, change it, improve it
在生活中刻下你的痕迹
make your mark upon it
我认为这至关重要
Uh, I think that is very important
不论你怎么学 一旦你学到了这一点
and however you learn that once you learn it
你就会想去改变生活 让生活更美好
you’ll wanna change life and make it better
因为生活有时候一团糟
cause it’s kinda messed up in a lot of ways
一旦你明白了这一点 你就能变得与众不同
once you learn that, you’ll never be the same again
人们说 你得对你所做的事抱有极大激情
People say you have to have a lot of passion for what you’re doing
这话非常对
And it’s totally true
原因就是
and the reason is
如果没有激情 你就很难做成那件事 任何理智的人都可能会放弃
is because it’s so hard that if you don’t, any rational person would give up
这真的很难
it’s really hard
你长期要做的 就是
and you have to do it over a sustained period of time
如果你不喜欢这件事 如果你觉得做这件事没意思
so if you don’t love it, you don’t have fun doing it
那么 你真的不喜欢这件事
you don’t really love it
你得放弃
you’re gonna give up
事实上 多数人都有过这种经历
and that’s what happens to most people actually
如果你看到有谁在社会“眼里”特别成功
if you really look at at the ones that ended up
而有些人没有
you know being successful in the “eyes” of society than the ones that didn’t
通常来说
often times, it’s
都是因为成功者热爱他们的事业 因而才坚持了下来
the ones that were sucessful love what they did so they could persevere
事业有时候真的会很艰难
you know, it got really tough
不喜欢的人 只好离开
and… and the ones that didn’t love it, quit
因为他们神智正常
cause they’re sane
谁能忍受那些他们不喜欢的东西啊?
right, who would wanna put up with this stuff if you dont love it
因此 要努力工作
so, it’s a lot of hard work
要一直担惊受怕
and … and it’s a lot of worrying constantly
如果你不喜欢的话
and … if you don’t love it,
你就会失败
you’re gonna fail
所以 你得热爱它 你得有激情
so you gotta love it, you gotta have passion
我们刚起步时完全不知道人们会对产品有什么反应
we had absolutely no idea what people will gonna do with these things which we started out
事实上 这个产品是为我和沃兹2人设计的
matter of fact, the 2 people that [we designed it] for was Woz and myself
因为我们买不起市场上的电脑配件
because we couldn’t afford to buy it a computer kit on the market
因此 我们拆卸了Hewlett Packard和Atari的一些部件
so we liberated some parts for Hewlett Packard and Atari
我们设计了一下
and we’ve done a design
花了6个月
for about six months and decided that
最终决定要打造一台我们自己的计算机
I would build our computer
我们确实造了一台
so we built and
沃兹数次熬到凌晨四点
Woz was up till four in the morning for many moons
我们成功了 我们把作品展示给朋友看
and we’ve got it working we showed some of our friends
每个人都立马想要一台
so immediately everybody want one
但实际上 做一台这玩意要花40小时
and it turned out to took about 40 hours to build one of these things
还要花20 30 40小时来排除故障
in about another 20 30 40 to debug
但我们有很多朋友在相似的电脑公司
and we have a lot of friends at work at similar companies
可以帮我们拆卸部件
who could liberate the parts also
[笑声]
[laughing]
后来 我们发现 自己把每分每秒
we’ve found ourselves spending every moment of our time
都花在了帮朋友装电脑上
helping our friends to build computers
大家都筋疲力竭
and it’s just getting to be a tremendous drain on our on our lives
因此 有一天 我们想到
so we got the idea one day that that
其实我们自己可以做印刷电路板
we could make a printed circuit board
没有部件 我们就将电路板卖给朋友
without the parts and selling back printed circuit boards to our friends
这样就可以减少流水与检故时间
and probably cut the assembly and debug time down to
缩短到5-10小时
you know 5 – 10 hours
沃兹卖了他的HP计算器 我则卖了汽车
so Woz sold his hp calculator and i sold my van
我们两人凑了1300美元
we got 1,300 bucks together
我们把钱给了一个印刷电路设计师朋友
we paid a friend of ours who is this a pc board layout person
让他为我们设计一下
1,300 bucks to do us a layout
而我们则决定以两倍的成本价销售电路板
and decided we sell printed circuit board that twice what it cost to build
幸运的话
even hopefully recover
这笔钱可以补偿我们卖掉的计算器和汽车
our calculator and transportation some later date
我们就做了这些
so that’s what we did
一天 我在外面兜售电路板
and I was out trying to peddle PC boards one day and
我走进了芒廷维尤的第一家Byte Shop
walked into a Byte shop the first Byte Shop in Mountain View and
当时的老板Paul Terrell说
and Paul Terrell then owner of the byte shop said
他愿意订购50台这样的电脑
that he would like to take 50 of these computers
我眼前仿佛出现了金钱符号
and I saw dollar signs in front of my eyes
但他有个条件
and but he had one catch
即 他想要组装 测试好的电脑 可以直接销售
which was that he wanted them fully assembled and tested ready to go
这又是一个波折
which is a new twist
在接下来的5天 我们天天打电话给经销商
so we spent the next five days on the phone with distributors
说服他们说 这里的经销商
and convince the electronics parts distributors around here to give us
都愿意凭空借给我们10000美金
about 10,000 dollars with the parts on thin air-
只凭我们的激情
just on enthusiasm
我们拿到部件后 制作了100台电脑
as we got the parts and we built 100 computers
卖了50台 29天后还清了经销商的借款
and we sold 50 of them for cash and in 29 days paid off the distributors
苹果就是这样起步的
and that’s how we got started
但我们还剩50台电脑
so we had 50 computers leftover
也就意味着 我们还得卖
well that meant we had to sell them
随后 我们开始担心市场营销
so then we started worrying about marketing
担心经销
worrying about distribution
我们与国内各个电脑商店联系
got on the phone with the other computer stores around the country
慢慢地 公司开始步入正轨
and gradually the whole thing began to build momentum
那个时候
and at that point in time
我们有种要做大事的感觉
we had some feeling that we were onto something
但是
but
这种感觉与我们现在亲眼见证它发生有所不同
the feeling was is so different than the experience of actually seeing it happen right now
不 是截然不同
it’s entirely different
有些时候 很多人会问
and sometimes a lot of a lot of people asked
你怎么知道苹果会发展到今天的样子?
what did you know it was gonna mushroom into this phenomenon
你可以说 嗯 你知道 我们计划好的
and you can say yeah you know we planned it out
我们在纸上写过计划书
we got a lead on a piece of paper but
但这与看到500个人在苹果电脑前工作大不相同
it’s different than the experience of seeing 500 people working at apple computers
就像看到一个5岁的小孩
it’s very different in the experience of seeing a 5-year-old kid
他能够理解
who really understands what he’s
摆在他面前的工具一样
the tool that he’s got in front of him
当你第一次当上CEO 乔布斯给你打了个电话
when you first got the job as CEO you got a call from Steve Jobs,
他有没有给你什么建议?
and he offered you some advice?
嗯 他打电话来不是给我建议的 但我们的确在合作
well he didn’t call to offer me advice but we have worked together on a
苹果和耐克合作了一个叫Nike+的项目 我们把双方得到的讯息汇集起来
Nike Apple collaboration called nike+ so we took what Apple knows what Nike knows
给市场注入了新的科技
and you know brought a new technology to the market
反正 长话短说
anyway long story short uh
他对我说 祝贺你 你做得很棒
he said hey congratulations that’s great you’re going to do a great job
我问他 你有什么建议吗?
I said well do you have any advice
他说 不 不 你做的很好
and he said no no you’re doing great
他停了一会儿 又说我确实有些建议
and then there’s a pause and goes well I do have some advice
耐克确实做了一些世界上最好的产品
it was Nike that makes some of the best product in the world
我是指那些你渴求的产品 它们漂亮极了
I mean product that you lust after absolutely beautiful stunning product
但你也制作了不少蹩脚货
but you also make a lot of crap
他叫我把蹩脚货扔掉 全神贯注于优秀的产品
he said just get rid of the crappy stuff and focus on the good stuff
我本以为 他会停下 嘲笑我一下
and then I expected a little pause and a laugh
他确实顿了一顿 但没有嘲笑我
but there was there was a pause but no laughs
[笑声]
[laughing]
他说的确实不错
and he was absolutely right
伟大的人都会自我管理
greatest people are self-managing
他们不需要别人的管理
they don’t need to be managed
一旦他们知道了要做什么
if once they know what to do
他们就会设法去做
they’ll go figure out how to do it
他们不需要任何管理
they don’t need to be managed at all
他们只需要一个共同目标
what they need is a common vision
这才是领导力
and that’s what leadership is
领导力就是有一个目标
what leadership is is having a vision
领导者能够把它清晰地表达出来 以便大家理解
being able to articulate that so the people around you can understand it
并且在目标上达成一致
and getting a consensus on a common vision
我们希望人们极度擅长自己的领域
we wanted people that were insanely great at what they did
他们不必是经验丰富的专家
but were not necessarily those seasoned professionals
但他们得富有激情
but who had on at the tips of their fingers and in their passion
充分了解科技的最新资讯
the latest understanding of where technology was
并且对它游刃有余
and what we could do with that technology
我们希望聚集起很多人
and we wanted to bring that to lots of people so
最好有一个核心团体
the neatest thing that happens is when you get a core group
有10个了不起的人
of you know ten great people
这样他们会对入队的人进行筛选 监管
that it becomes self policing as to who they let in to that group
我认为 对于我这样的人来说
so I consider the most important job
最重要的工作就是招贤纳士
of someone like myself is recruiting
我们为应聘很头疼
we agonized over hiring
我们进行面试
we had the interviews
我现在回顾从前的一些面试
I go back and look at some of the interviews again
面试从早上九十点开始 一直持续到晚饭以后
they would start at nine or ten in the morning and go through dinner
我知道面试要与大厦里的每个人都谈话至少一次
I knew interviewing would talk to everybody in the building at least once
也许会很多次 然后再来一轮面试
maybe a couple times and then come back for another round of interviews
接着 我们几个就坐在一起讨论
and then we’d all get together and talk about it
在我看来 面试最重要的是
the most crucial part of the interview at least to my mind was
当我们最终决定想要他们时 我们会给他们看Mac的样机
when we finally decided we like them enough to show them the Macintosh prototype
接着我们坐在他们面前 看他们的反应
and then we sat them down in front of it
如果他们感到无聊 或者奉承一句
and if they were just kind of bored or said
这台电脑很不错嘛
this is a nice computer
我们就不要他们
we didn’t want them
但如果他们两眼放光
we wanted their eyes to light up
兴奋异常
and then to get really excited
我们就知道他们是我们的一员
and then we knew they were one of us
每个人都想努力工作
and everybody just wanted to work not because it was
不是因为工作还没做完
work that had to be done but it was because something
而是因为我们坚信我们能够改变世界
that we really believed in that was just going to really make a difference
这就是让我们坚持下来的原因
and that’s what kept the whole thing going
我们都想为一个共同目标而奋斗
we all wanted to do exactly the same thing
而不是为电脑到底应该怎样争论不休
instead of spending our time arguing about what the computer should be
我们都很清楚电脑该是怎样的
we all knew what the computer should be
我们就去做了
and we just went did it
我们已经过了苹果的那个阶段
we went through that stage in Apple where we went out and we got off
即“我们要成为一个大公司”
we’re gonna be a big company
“我们招一些专业管理人员吧”
let’s hire professional management
我们出去招了一些专业管理人员
we went out and hired a bunch of professional management
结果一点用都没有
it didn’t work at all
他们大多数都是傻瓜
most of them were bozos
他们的确懂管理 但他们什么事都不会做
they they knew how to manage but they don’t know how to do anything
如果你是个了不起的人
and so, if you’re a great person
你为什么要从事一个你学不到东西的行业呢?
why do you want to work for something you can’t learn anything from
有趣的是
and you know what’s interesting
最好的管理者
you know what the best managers are
是那些伟大的个体贡献者
they are the great individual contributors
他们从未想过要成为管理者
who never ever want to be a manager
但他们却这么做了
but decide they have to be a manager
因为他们知道没有人可以比他们做得更出色
because all every no one else is going to be able to do as good job as them
在招了两名专业管理人员 又把他们辞退后
after hiring two professional managers from outside the company and firing them both
乔布斯在Debi Coleman身上赌了一把:
Jobs gambled on Debi Coleman :
她是Mac团队的一员
a member of the Macintosh team
32岁
32 years old
英语文学专业 斯坦福大学毕业的MBA
and english literature major with an MBA from Stanford
Debi是财务经理 没有制造业经验
Debi was a financial manager with no experience in manufacturing
世界上不可能有其他人
I mean there’s no way in the world anybody else
会给我这个机会来管理公司
would give me this chance to run this kind of operation
我没在开玩笑
and I don’t kid myself about that
这真的是冒了极大的风险
it was a incredible high risk
不仅是对于我个人专业角度 也是对于苹果公司
both for myself personally and professionally and for Apple as the company
把我这种人放在这个位置上
and put a person like myself in this job
他们真的在打一个很大的赌
I mean they’re really betting on a lot of things
苹果在赌我的组织能力
we’re betting that my skills at organizational effectiveness
比对科技的无知 经验不足……
you know override all those lack of technology lack of experience lack of…
在制造业时间不长 都重要
you know time in manufacturing
这是很大的风险
so it’s a big risk
我只是其中一例
and i’m just an example in…
Mac团队的每个人
every single person on the Mac team
即使是那种初级水平的人
almost in your you know entry level person you could say that about
也可以在这个团队中得到独一无二的机会
this is a place where people were afforded incredibly unique opportunities
来证明他们的能力
to prove that they could do
他们甚至可以写本书了
they could write the book again
每台Mac电脑的机壳内
inscribed inside the casing of every Macintosh
都刻着整个团队的签名 顾客看不见
unseen by the consumer are the signatures of the whole team
但这是苹果的方式来申明他们最新的发明
this is apple’s way of affirming that their latest innovation is a product of
是个人的杰作
the individuals who created it
而不是公司的
not the corporation
很有趣的是
it’s very interesting
我在23岁时
I was worth
身价就超过了100万美元
about over a million dollars when I was 23
24岁时 身价1000万 25岁时 身价1亿
and over 10 million dollars when I was 24 and over 100 million dollars when I was 25
嗯……
Um…
这不重要
and it’s it wasn’t that important
因为我从不是为了钱
because I never did it for the money

I
我认为钱是一个很好的东西 因为它能让你做些事情
I think money is wonderful thing because it enables you to do things
它能让你有机会投资
enables you to invest ideas that don’t have a
没有短期回报的想法 但是
short-term payback and things like that but
尤其是我人生的那一阶段
especially at that point of my life it was
钱不是最重要的
it was not the most important thing
最重要的是苹果公司
the most important thing was the company
我们的员工 我们制造的产品
the people the products we were making
我们想带给用户的产品体验
what we were going to enable people to do with these products
因此 我觉得钱没什么大不了的
so I didn’t think about it a great deal
我从未卖过苹果的股份
and I never sold any stock just
我只是相信公司长期来看会发展得很好
really believe that the company would do very well over the long term
我们的目标是制造世界上最好的个人计算机
our goal is to make the best personal computers in the world
制造我们引以为豪 并且会推荐给家人朋友的产品
and make products we are proud to sell and would recommend to our family and friends
我们还想做低价格
and we want to do that at the lowest price as we can
但我得告诉你 我们产业的有些事物
but i have to tell you there’s some stuff in our industry
我们不好意思卖
that we wouldn’t be proud to ship
我们不好意思推荐朋友家人
that we wouldn’t be proud to recommend to our family and friends
我们不能那么做
and we can’t do it
我们不能卖垃圾
we just can’t ship junk
所以 因为我们的个性 我们会有迈不过的坎
so there’s… there are thresholds that we can’t cross because of who we are
但是
but
我们想做这个产业里最好的个人计算机
we want to make the best personal computers in our industry
有相当多的公司也想那么做
there’s a significant slice of the industry that wants that too
你会发现我们的产品常常价格高昂
and what you’ll find is our products are usually not premium-priced
大家去比比苹果竞争对手产品的价格
you go and price out our competitors’ products
把你想要的性能都算上
and you add the features that you have to add to make them useful
你会发现 有时候他们的价格会更高
and you’ll find in some cases they are more expensive than our price
苹果与他们的区别
the difference is
就在于 苹果不卖零部件拆散的糟糕产品
we don’t offer stripped-down lousy products
我们就是不卖那种产品
you know we just don’t offer categories of products like that
但你如果撇开这些不谈
but if you move those aside
光比较苹果和其竞争对手
and compare us with our competitors
我认为苹果还是很有优势的
I think we compare pretty favorably
18个月以来 许多人都那么说 都信任苹果产品
and a lot of people who have been doing that and saying that now for the last 18 months
对 就是你
yes
乔布斯先生 你是一个聪明且影响力很大的人
Mr. Jobs, you’re a bright and influential man
又来了
here it comes
[笑声]
[laughing]
可惜我几次三番都不知道你在说什么
sad and clear that I’m on several accounts you discussed you don’t know what you’re talking about
我希望你可以清楚地解释一下
I would like for example for you to express in clear terms
Java的各个版本怎么就
how say java any of its
解决了嵌入与开放的问题呢?
incarnations addresses the ideas embodied and opened up
你解答完这个问题后
and when you’re finished with that
你或许可以谈谈 在过去7年 你做了什么
perhaps you could tell us what you personally have been doing for the last 7 years
呃……
Uh…
你懂的
you know
有时候你
you can please some of the people
能够取悦一部分人
some of the time
但是
but
当你要做出改变时 最困难的一点
one of the hardest things when you’re trying to effect change
就是
is that
像这位先生的人在某些领域很能干
people like this gentleman are right in some areas
我很确信我们会面临未知
I’m sure that there are some things opened up to us
而且很可能是我不熟悉的领域
probably even more than I’m familiar with
没人熟悉
that nothing else out there does
我很确信
and I’m sure that
你可以做一些示范
you can make some demos
或是开发一个展示产品的小型商业App
maybe a small commercial app that demonstrates those things
最困难的是
the hardest thing is
如何把它融入
what how does that fit in
一个完整的大方向中
to a cohesive larger vision
只有这样
that’s going to allow you to sell
你才能每年卖800亿 1000亿美元的产品
8 billion dollars 10 billion dollars of products a year
我一直以来都认为:
and one of the things I’ve always found is that
要从用户体验着手
you’ve gotta start with the customer experience
然后再回到科技
and work backwards to the technology
你不能一开始就搞科技 后面再考虑
you can’t start with the technology and try to figure out
如何把产品卖掉
where you’re gonna try to sell it
我可能是这个屋里犯这种错最多的人
and I’ve made this mistake probably more than anybody else in this room
我到现在还伤痕累累
and I got the scar tissue to prove it
我知道我们应该这么做
and I know that it’s the case
在我们
and as we have tried to
为苹果谋策略
come up with a strategy
出规划的同时
and a vision for apple
我们要考虑
it started with
我们能给顾客带来哪些不可思议的功能
what incredible benefits can we give to the customer
我们能把顾客引领到什么地方
where do we take the customer
而不是 我们和工程师坐在一起
not not starting with let’s sit down with the engineers and
思考我们有哪些很棒的科技 我们怎样进行营销
figure out what awesome technology we have and how we gonna market that
我认为 这才是正确的方式
and I think that’s the right path to take
我记得
I remember
用一台激光打字机
with the laser writer
我们造出了世界上第一台
we built the world’s first
小型激光打印机
small laser printers you know
那个箱子里有很棒的科技
and there was awesome technology in that box
我们造了第一台佳能激光打印机
we have the first canon laser printing
在苹果 在美国 乃至世界 都算一台便宜激光打印引擎
cheap laser printing engine in the world and United States here and apple
我们设计了完美的打印机
we had a very wonderful printer controller that we designed
我们有Adobe的postscript软件 靠这个软件 我们有了AppleTalk
we had Adobe’s postscript software and we had AppleTalk in there
这是很了不起的科技
just awesome technology in the box
我记得
and I remember
当时看到第一份资料打出来时
seeing the first printout come out of it
我拿起来看着它 想
and just picking it up and looking it and think you know
我们能卖掉这个东西
we can sell this
因为你不必知道箱子里的所有东西
because you don’t have to know anything about what’s in that box
我们只要举起这东西 问你要吗?
all we have to do is hold this up and say you want this
大家记得吗 1984年还没有激光打印机
and if you remember back to 1984 before laser printers
那时很惊天动地
it was startling to see that
人们惊叹道 哇 太棒啦
people went Wow yes
这就是苹果该回到的地方
and that’s that’s where Apple’s got to get back to
我为Open Doc造成的一些不便感到抱歉
and you know I’m sorry that Open Doc’s the casualty along the way
我也承认 很多事情 我完全不知道自己在说什么
I readily admit there are many things in life that I don’t have the faintest idea what I’m talking about
对于这点 我很抱歉
so I apologize for that too but
但是 很多很多人
there’s a whole lot of people
都在苹果非常努力地工作
working super super hard right now at apple you know
Aubie John Carino
Aubie, John, Carino,
Fred 整支团队都在努力工作
Fred, I mean the whole team is working
在挑灯夜战
burning the midnight oil
在努力着…… 他们底下有上百个人也执行这些事
trying to… and people you know hundreds of people below them
但他们做得最好
to execute on some of these things and they’re doing the best
我认为这是我们该做的
and i think that what we need to do and
我们会犯一些错误 这一路走来都会犯错误
some mistakes will be made by the way some mistakes will be made along the way
这没关系
that’s good
因为 至少我们做了一些决定
because at least some decisions are being made along the way
我们会找到这些错误 我们会纠正它们
and we’ll find those mistakes, and we will fix them
我认为我们该做的就是支持这支团体
and I think what we need to do is support that team
经历了这一疯狂工作的重要阶段
going through this very important stage as they work their butts off
他们收到来电 提供3倍的价格让他们去做这做那
they’re all getting calls being offered three times as much money to go do this do that
硅谷很热门 他们不会离开的
the valley’s hot none of them are leaving
我认为我们需要支持他们 帮他们度过这一阶段
and I think we need to support them and see them through this
编写一些好的app
and write some damn good applications
来支持苹果上市 这是我个人意见
to support apple on the market that’s my own point of view
苹果会犯错
mistakes will be made
有人会被辞退
some people will be pissed off
有人也不知道他们在谈论什么
some people will not know what they’re talking about
但是
but it’s
我认为
I think it is so much better
这比很久以前要好得多
than where things were not very long ago
我觉得我们能把苹果做好
and I think we’re gonna get there
对我来说
市场营销的核心在于价值观
这是一个复杂的世界
一个嘈杂的世界
而且
我们没有很多机会
让人们牢牢记住苹果公司
没有一家公司可以做到这一点
因此 我们要很清楚
如何让人们记住苹果公司
现在 苹果公司
很幸运
因为它是全世界为数不多的优秀品牌
其他品牌包括 耐克 迪斯尼 可口可乐 索尼…
这些都是尖子里的尖子
而且不止是美国的品牌
而是全球的品牌
但即便是很好的品牌 也需要资金
也需要关怀
这样 公司才能保持它的影响与活力
很明显 苹果前几年在这方面
曾遭受过冷遇
我们想重振旗鼓
要做到这一点
就得撇开金钱与速度
就得撇开比特与兆赫
就得撇开苹果比Windows好这一事实
乳品行业花了20年的时间
来说服大家 牛奶对身体有好处
这是一条谎言 但他们仍那么做了
[ 笑声 ]
[laughing]
结果 销量直线下滑
后来他们尝试了“拥有牛奶” 结果销量直线上升
“拥有牛奶” 根本没有讨论牛奶是什么 它关注没有牛奶会怎样
[笑声]
[laughing]
但是
最好的例子
营销做得最好的地方 最棒的公司
就是耐克
记得吗?耐克还卖商品
他们卖鞋
但是 当你想到耐克时
你感觉它不止是一家鞋商
大家都知道 在耐克的广告里 他们从不讨论鞋子
他们从不讨论他们的air soles
以及他们为什么比reebok的air soles好
耐克在广告里说些什么呢?
他们景仰伟大的运动员
他们景仰伟大的体育运动
这就是耐克 这就是耐克的内涵
苹果花了一大笔用于广告
大到你们想象不到
你们绝对想象不到
我到这里的时候
苹果刚炒了其广告商 我们与23家广告代理竞争4年以后 我们才能作出选择
我们火了
我们雇了Chiat/Day——
一个几年前
有幸与我们合作过的广告公司
他们做了一些获奖广告
包括商业投票 广告专家
选出的史上最好广告 1984
我们8周前就开始着手这个广告
我们所要问的问题就是
我们的顾客想知道苹果是什么
苹果代表什么
我们在世界的地位在哪儿
苹果的工作不止是做“箱子”
而是来帮助人们完成工作
我们的电脑比哪家做的都好
在一些情况下
但 苹果不止是做电脑
苹果的核心
它的核心价值观
就是
我们相信有激情的人
才能改变世界
这就是我们的信念
我们有机会
与这样的人工作
我们有机会与你们这样的人
与程序员 与了不起的顾客一起工作
以一种或大或小的方式工作
我们相信
人们能够向好的方向改变世界
那些疯狂到
以为自己能改变世界的人
才能真正改变世界
因此 苹果将做的是
在我们第一次品牌营销活动
也就是几年之后
就是回到苹果的核心价值观
很多事物都变了
市场与其十年之前有很大不同
苹果也完全不同
苹果的地位也完全不同
相信我 在制造业 无论是产品还是分销策略 都与过去大不相同
我们理解这一点
但苹果的价值观 核心价值观
不会改变
苹果的信念
核心信念
与今天的苹果公司仍是一致的
因此
我们希望通过一种方式来传递这种信念
而且
苹果公司有一些

我深受感动的东西
就是景仰 纪念
那些改变世界的人
有些人还活着
有些人已去世
但是那些逝者
你会发现
你会知道
如果他们能用电脑的话 那那台电脑必是Mac
[笑声 掌声]
[laughing, applause]
这次活动的主题——“非同凡想”
就是为了纪念那些非同凡想的人们
那些推动世界前行的人们

这就是苹果公司的核心
它是苹果公司的魂
接下来 我会播放这则广告
我希望你们也能与我一样感同身受
致疯狂的人
他们特立独行
他们桀骜不驯
他们惹是生非
他们格格不入
他们用与众不同的眼光看待事物
他们不喜欢墨守成规
他们也不愿安于现状
你可以认同他们 反对他们
颂扬或诋毁他们
但你唯独不能做的
就是漠视他们
因为他们改变了寻常事物
他们推动人类向前迈进
或许在别人眼里 他们是疯子
在我们眼中 他们是天才
因为 那些疯狂到
以为自己能够改变世界的人…
才能真正改变世界
非同凡想
[掌声]
[applause]
谢谢
Thank you.
今天 我很荣幸来到这所世界顶尖的大学
I’m honored to be with you today for your commencement
来为你们做毕业演讲
from one of the finest universities in the world
说实话 我从未从大学毕业
truth be told I never graduated from college
今天是我人生中距大学毕业最近的一天了
and this is the closest I’ve ever gotten to a college graduation
[笑声]
[laughing]
今天 我想给你们讲三个关于我人生的故事
today I want to tell you three stories from my life
就三个故事 没什么大不了的
that’s it no big deal just three stories
我的第一个故事
the first story
是关于串起生活的点滴
is about connecting the dots
我在里德大学读了6个月就辍学了
I dropped out reed college after the first 6 months
但我又旁听了18月左右
but then stayed around as a drop in
才真正退学
for another 18 months or so before I really quit
那我为什么要辍学呢?
so why did I drop out?
故事得从我出生时说起
it started before I was born
我的生母 一位年轻的未婚毕业生
my biological mother was a young unwed graduate student
她决定把我送进收养所
and she decided to put me up for adoption
她十分希望我被大学毕业生收留
she felt very strongly that I should be adopted by college graduates
所以 一切都安排妥当
so everything was all set
我一出生就该被一名律师及他的妻子收养
for me to be adopted at birth by a lawyer and his wife
可在我出生以后
except that when I popped out
律师夫妇突然改变主意 说他们真正想要一个女孩
they decided at the last minute that they really wanted a girl
所以我的养父母 当时他们还在等候名单上
so my parents who were on a waiting list
在半夜里接到了一个电话
got a call in the middle of the night asking
说我们现在有一个意外出生的男孩
we’ve got an unexpected baby boy
你们要么?我的养父母说 当然
do you want him they said of course
我的生母后来得知
my biological mother found out later
我的养母从未从大学毕业
that my mother had never graduated from college
养父从未从高中毕业
and my father had never graduated from high school
她便拒绝签署领养协议
she refused to sign the final adoption papers
几个月后 我的养父母答应一定要送我上大学
she only relented a few months later
我的生母才同意签署了协议
when my parents promised that I would go to college
这就是我人生的起点
this was the start in my life
17年后 我确实上了大学
and 17 years later I did go to college
但我无知地选了一所几乎与斯坦福大学一样贵的学校
but I naively chose a college that was almost as expensive as Stanford
我工人阶级的养父母为我的大学学费花光了毕生积蓄
and all of my working-class parents savings were being spent on my college tuition
6个月后 我看不到读大学的价值在哪里
after six months I couldn’t see the value in it
我不知道我以后要做什么
I had no idea what I wanted to do with my life
也不知道上大学能不能帮我找到这个问题的答案
and no idea how college was going to help me figure it out
而我却白白花着养父母所有的积蓄
and here i was spending all the money my parents had saved their entire life
因此我决定辍学 暂且相信一切都会没事的
so I decided to drop out and trust that it would all work out okay
当时看来 这个决定有点可怕
it was pretty scary at the time but
但现在看来
looking back
这是我做过的最棒的决定之一
it was one of the best decisions I ever made
我一辍学
the minute i dropped out
就可以不用上那些我毫无兴趣的必修课
I could stop taking the required classes that didn’t interest me
而去旁听一些更有意思的课
and begin dropping in on the ones that looked far more interesting
这一点都不浪漫
it wasn’t all romantic
我没有寝室 只好睡在朋友房间的地上
I didn’t have a dorm room so I slept on the floor and friends rooms
我以5分钱的价格退还可乐瓶来买食物
I return coke bottles for the 5-cent deposits to buy food with
每周日晚上 我都走7英里去镇另一头的
and I would walk the seven miles across town every Sunday night
Hari Karisha庙饱餐一顿
to get one good meal a week at the Hari Krishna temple
我喜欢这些食物
I loved it
而我跟随着好奇心和直觉
and much of what i stumbled into
误打误撞进入的好多领域 在后来都被证明是无价的
by following my curiosity and intuition turned out to be priceless later on
我来举个例子
let me give you one example
那时 里德大学有着全美最棒的书法指导课
reed college at that time offered perhaps the best calligraphy instruction in the country
在校园里 每张海报 每个抽屉的每张标签
throughout the campus every poster every label on every drawer
都是美丽的手写体
was beautifully hand calligraphed
由于我已辍学
because i had dropped out
不用正常上课
and didn’t have to take the normal classes
我决定去上一门书法课 学学如何写这么美的字体
I decided to take a calligraphy class to learn how to do this
我学到了serif和sans serif字体
I learned about serif and sans serif typefaces
学到了如何调节不同的字母间距
about varying the amount of space between different letter combinations
以及 怎样才能做出最棒的印刷体
about what makes great typography great
那是一种科学永远无法捕捉的 美丽 真实的艺术
it was beautiful historical artistically subtle in a way that science can’t capture
我为此深深着迷
and I found it fascinating
我从未指望这些东西能在我人生中有一席用武之地
none of this had even a hope of any practical application in my life
但10年以后
but 10 years later
我们在设计第一台苹果电脑时
when we were designing the first macintosh computer
这门课派上了用场
it all came back to me
我们把它设计进了Mac
and we designed it all into the mac
它成为了第一台拥有美丽印刷体的电脑
it was the first computer with beautiful typography
如果我在大学期间没有旁听那门课
if I had never dropped in on that single course in college
Mac就永远不会有这么多丰富的字体
the mac would have never had multiple typefaces
及赏心悦目的字距
with proportionally spaced fonts
由于Windows抄袭了Mac
and since windows just copy the mac
很可能没有任何电脑有这样美丽的字体
it’s likely that no personal computer would have them
[欢呼、掌声]
[cheers and applause]
如果我没辍学
if I had never dropped out
我就不会去旁听书法课
I would have never dropped in on that calligraphy class
电脑也不会像它们现在这样 拥有好看的印刷体
and personal computers might not have the wonderful typography that they do
当然 我在大学时 无法串连起那些点点滴滴
of course it was impossible to connect the dots looking forward when I was in college
但是 10年以后 回首过去 一切豁然开朗
but it was very very clear looking backwards ten years later
再次声明 你无法在展望未来时串起这些点滴
again you can’t connect the dots looking forward
你只有回首时 才能串起它们
you can only connect them looking backwards
所以你得相信这些点滴片段会在未来某一天串起来
so you have to trust that the dots will somehow connect in your future
你必须相信一些东西:
you have to trust in something:
比如勇气 命运 生活或因缘
your gut destiny life karma whatever
因为相信这些点滴会在未来串起来
because believing that the dots will connect down the road
能够给你听从内心的自信
will give you the confidence to follow your heart
即便道路满目疮痍
even when it leads you off the well-worn path
它也会让你与众不同
and that will make all the difference
我的第二个故事
my second story
是关于爱与损失
is about love and loss
我早年幸运地找到了我钟爱的东西
I was lucky I found what I love to do early in life
我和沃兹20岁时就在父母的车库里创建了苹果公司
Woz and i started apple in my parent’s garage when I was 20
我们努力工作
we worked hard
10年后 苹果从2个人的公司
and in 10 years apple had grown from just the two of us in garage
成长为了价值20亿的大公司 拥有4000余雇员
into a two billion dollar company with over 4,000 employees
一年前 我们刚发布我们最好的产品
we just released our finest creation the Macintosh a year earlier
我则刚过而立
and I just turned 30
接着 我被炒了
and then I got fired
你怎么可能被你自己创立的公司炒了呢?
how can you get fired from a company you started
事情是这样的 随着苹果公司的壮大 我们雇了一些我认为十分能干的人
well as Apple grew we hired someone who I thought was very talented
来和我一起经营公司
to run the company with me
第一年 事情进展不错
and for the first year or so things went well
但很快我们对未来的想法有了分歧
but then our visions of the future began to diverge
最终我们大吵了一场
and eventually we had a falling out
这个时候 我们的董事长站在了他的一边
when we did our Board of Directors sided with him
因此 30岁那年 我就被炒了
and so at 30 i was out
还在众目睽睽下被炒了
and very publicly out
我的人生支柱离我而去
what had been the focus of my entire adult life was gone
这简直是毁灭性打击
and it was devastating
我有几个月真的不知道该做些什么
I really didn’t know what to do for a few months
我觉得我令从前的创业家失望了
I felt that I let the previous generation of entrepreneurs down
创业的接力棒传到了我手上就掉棒了
that I dropped the baton as it was being passed to me
我与David Packard和Bob Noyse见面
I met with David Packard and Bob Noyse
试图向他们道歉:是我把事情弄得一团糟
and tried to apologize for screwing up so badly
我是一个公开的失败者
I was a very public failure
我甚至想过要逃离硅谷
and I even thought about running away from the valley
但 慢慢的 我意识到
but something slowly began to dawn on me
我仍爱着我从事过的东西
I still loved what I did
苹果公司的转变无法改变这一点
the turn of events that Apple has not changed that one bit
我被拒之门外 但我仍爱着它
I’ve been rejected but i was still in love
因此 我决定从头再来
and so I decided to start over
我当时不知道
I didn’t see it then
但事后却发现 被苹果公司炒鱿鱼
but it turned out that getting fired from Apple
是我这辈子发生过的最棒的事情
was the best thing that could have ever happened to me
身为成功者的沉重负担
the heaviness of being successful
一下子被重头开始的轻松所取代
was replaced by the lightness of being a beginner again
我不再那么笃信每一件事
less sure about everything
这让我自由地走进了我人生最富创意的一段日子
it freed me to enter one of the most creative periods of my life
在接下来的5年 我建了NeXT公司
during the next five years i started a company named NeXT
以及一家名为Pixar的公司
another company name Pixar
爱上了一个女人 她后来成了我的妻子
and fell in love with an amazing woman who would become my wife
Pixar制作了世界上第一部动画电影 玩具总动员
Pixar went on to create the world’s first computer animated feature film toy story
Pixar现在是世界上最成功的动画电影工作室
and is now the most successful animation studio in the world
由于一些机缘巧合
in a remarkable turn of events
苹果收购了NeXT 我又重新回到了苹果
apple bought NeXT and I returned to apple
我们当前研发的科技正是苹果复兴的核心
and the technology we developed next is at the heart of apples current Renaissance
劳伦与我有了一个幸福的家庭
and Laurene and i have a wonderful family together
我很确信
I’m pretty sure
如果我没被苹果开除 这一切都不会发生
none of this would have happened if I hadn’t been fired from Apple
良药确实苦口 但病人需要它们
it was awful tasting medicine but i guess the patient needed it
生活有时候会击你以卵石
sometime life sometimes life is going to hit you in the head with a brick
但别灰心
don’t lose faith
我很确信 让我坚持下来的唯一信念是
I’m convinced that the only thing that kept me going
我爱我所做的事
was that I loved what I did
你得找到你爱的事物
you’ve got to find what you love
工作是这样 爱情也一样
and that is true for work as it is for your lover’s
你的工作将占去你人生的大半
your work is going to fill a large part of your life
唯一能够得到真正满足的方式 就是干你中意的好工作
and the only way to be truly satisfied is to do what you believe is great work
而唯一能够得到中意的好工作的方式
and the only way to do great work
就是 热爱那份工作
is to love what you do
如果你还没找到 请继续寻觅
if you haven’t found it yet keep looking
不要安于宿命
and don’t settle
至于 心之所向 它来的时候你就知道了
as with all matters of the heart you’ll know when you find it
就像任何伟大的爱情
and like any great relationship
岁月的流逝只会让它愈加浓厚
just gets better and better as the year rolls on
因此 继续寻找 不要停歇
so keep looking don’t settle
[欢呼、掌声]
[cheers and applause]
我的第三个故事
my third story
是关于死亡
is about death
我17岁时
when i was 17
曾读到过这样一句话
I read a quote that went something like
如果把每一天都当作生命的最后一天
if you live each day as if it was your last
终有一天 你会“梦想成真”
someday you’ll most certainly be right
[笑声]
[laughing]
这句话给我留下了深刻印象
it made an impression on me
自那以后的33年
and since then for the past 33 years
我每天早上对着镜子 问自己
I’ve looked in the mirror every morning and asked myself
如果今天是我生命的最后一天
if today were the last day of my life
我还会去做我今天要做的事么?
what I want to do what I am about to do today
如果一连太多日子 我的答案都是“不”
and whenever the answer has been no for too many days in a row
我就知道 是时候做些改变了
i know i need to change something
牢记生命随时都可能结束
remembering that all be dead soon
是我用过最重要的方式
is the most important tool I’ve ever encountered
来帮助我做出人生的重大抉择
to help me make the big choices in life
因为 几乎所有事情——
because almost everything
所有外界的期许 所有得意
all external expectations all pride
所有对于困窘或失败的恐惧
all fear of embarrassment or failure
——这些东西 在死亡面前都烟消云散
these things just fall away in the face of death
只剩下真正重要的事
leaving only what is truly important
记住自己随时都可能离去
remembering that you are going to die is
是我所知 防止患得患失的最好方法
the best way I know to avoid the trap of thinking you have something to lose
你已一无所有
you are already naked
还有什么理由再不跟随你的内心呢?
there is no reason not to follow your heart
一年前
about a year ago
我被确诊患上癌症
I was diagnosed with cancer
那天早晨七点半 我做了一个扫描检查
I had a scan at seven thirty in the morning
结果显示我胰脏上有个肿瘤 清清楚楚
and it clearly showed a tumor on my pancreas
我当时甚至都不知道胰脏是什么
I didn’t even know what a pancreas was
医生告诉我
the doctors told me
这很可能是一种无法治愈的癌症
this was almost certainly a type of cancer that is incurable
我至多还能活3-6个月
and that i should expect to live no longer than 3 to 6 months
医生建议我回家休息 安排后事
my doctor advised me to go home and get my affairs in order
也就是医生“临终关怀”时使用的惯用语
which is doctors code for prepare to die
也就是说
it means to try and tell your kids everything
得把今后十年要跟孩子们说的事
you thought you’d have the next 10 years to tell them
在几个月内嘱咐完
in just a few months
也就是说 把一切都安排妥当
it means to make sure everything is buttoned up
尽可能不给家人留麻烦
so that will be as easy as possible for your family
也就是说 去向大家诀别
it means to say your goodbyes
我整天活在那个诊断中
I live with that diagnosis all day
那天晚上 我做了一次组织切片检查
later that evening I had a biopsy
他们把一个内窥镜通过喉咙
where they stuck an endoscope down my throat
穿过胃 进入肠道
through my stomach and into my intestines
随后 用针头在胰腺瘤上取了一些细胞
put a needle into my pancreas and got a few cells from the tumor
当时我用了麻醉剂
I was sedated
后来 陪在一旁的妻子告诉我
but my wife was there told me
医生在显微镜里看了细胞之后
when they viewed the cells under the microscope
叫了起来
the doctor started crying
原来 它是一种罕见的
because it turned out to be a very rare form of pancreatic cancer
可以通过外科手术治愈的胰腺癌
that is curable with surgery
我做了手术
I had the surgery
现在病愈康复了
and thankfully I’m fine now
[掌声]
[applause]
这是我和死神离得最近的一次
this was the closest I’ve been to facing death
希望它也是今后几十年最近的一次
and I hope it’s the closest I get for a few more decades
经历了与死神擦肩而过
having lived through it
我现在可以更确信地与你们谈论死亡
I can now say this to you with a bit more certainty
而不是纯粹纸上谈兵
than when death was a useful but purely intellectual concept
没有人愿意死
no one wants to die
即使那些想进天堂的人
even people who want to go to heaven
也不愿意以死的方式前往那里
don’t want to die to get there
但死亡是我们共同的归宿
and yet death is the destination we all share
没人能够逃脱
no one has ever escaped it
我们必将 也应当死亡
and that is as it should be
因为死亡很可能是生命最好的一项发明
because death is very likely the single best invention of life
它推进生命的变迁
its life’s change agent
旧的不去 新的不来
it clears out the old to make way for the new
现在 你们就是新的
right now the new is you
但在不久的未来
but some day not too long from now
你们也会逐渐成为旧的 也会被淘汰
you will gradually become the old and be cleared away
抱歉 话有点重了 不过这千真万确
sorry to be so dramatic but it’s quite true
你们的时间很有限
your time is limited
所以不要按别人的意愿去活 这是浪费时间
so don’t waste it living someone else’s life
不要囿于成见
don’t be trapped by Dogma
那是在按照别人设想的结果而活
which is living with the results of other people’s thinking
不要让别人观点的聒噪声淹没自己的心声
don’t let the noise of others opinions drown out your own inner voice
最重要的是
and most important
要有跟着自己内心和直觉走的勇气
have the courage to follow your heart and intuition
不知为什么 它们早已知道你想成为什么样的人
they somehow already know what you truly want to become
其余都是次要的
everything else is secondary
[掌声]
[applause]
我年轻时
when I was young
有一本很棒的刊物
there was an amazing publication
叫做《全球概览》
called the whole earth catalog
它几乎是我那代人的“圣经”
which was one of the Bible’s of my generation
刊物由一个叫Stewart Brand的小伙创办
it was created by a fellow named Stewart Brand
他就住在离这儿不远的门洛帕克市
not far from here in menlo park
他用诗一般的语言把刊物办得生动活泼
and he brought it to life with his poetic touch
那是上世纪 60 年代末 还没有个人电脑和桌面印刷系统
this was in late sixties before personal computers and desktop publishing
全靠打字机 剪刀和宝丽莱照相机
so it was all made with typewriters scissors and polaroid cameras
它就像纸质版的Google 却比它早问世了 35 年
it was sort of like Google and paperback form 35 years before Google came along
这份刊物很完美
it was idealistic
查阅手段齐备 构思不凡
overflowing with neat tools and great notions
Stuart和他的团队出了好几期《全球概览》
Stuart and his team put out several issues of the whole earth catalog and
到最后办不下去时 他们出了最后一期
then when it run its course they put out a final issue
那是 20 世纪 70 年代中期
it was the mid-nineteen seventies
我还是你们这般年纪
and I was your age
在最后一期的封底上
on the back cover of their final issue
是一张清晨乡间小路的照片
was a photograph of an early morning country road
就是那种爱冒险的人
the kind you might find yourself hitchhiking on
会等在那儿搭便车的那种小路
if you were so adventurous
照片下面写着这样一句话:
beneath it were the words
求知若渴 虚怀若愚
stay hungry stay foolish
这是他们停刊前的告别辞
it was their farewell message as they signed off
求知若渴 虚怀若愚
stay hungry stay foolish
这也是我一直想做到的
and I’ve always wished that for myself
眼下正值诸位大学毕业 开始新生活
and now as you graduate to begin anew
我想同样祝愿大家:
I wish that for you
求知若渴 虚心若愚
stay hungry stay foolish
谢谢
thank you all very much
[掌声]
[applause]
我应卡牌游戏TV1之邀制作这个视频
i made this video because card games TV one asked me to
如果你希望我介绍其他著名企业家
so there’s a famous entrepreneur that you want me to profile
请在下方留言
leave it in the comments below
我们会设法制作的
and we’ll see what we can do
感谢收看
thank you so much for watching
继续“相信”
continue to believe
回头见 再见
I’ll see you soon Byebye

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视频概述

乔邦主的演讲大合集 有早期的苹果产品发布会 有think different广告 最后一个演讲是2005乔于斯坦福大学的毕业致辞

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视频来源

https://www.youtube.com/watch?v=eHzAtxW3TzY

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