电影《乔布斯》中十句经典名言给我们的启迪Word下载.docx

1、1. Im not dismissing the value of higher education; Im simply saying it comes at the expense of experience.1. 我并不是贬低高等教育的价值，我只是说，其代价是偏废了经验。According to Jobs film directorJoshua Michael Stern, Steve Jobs felt that life experiences were critical to being creative. Stern included pivotal scenes in the

2、movie showing a young Steve Jobs taking a college calligraphy course and visiting India with his friend, Daniel Kottke. “Absorbing culture, art, and history were extremely important to Jobs. He believed in taking life experiences and using it as a subtext for something else youre doing, like helping

3、 to form the product youre creating, ” said Stern. This is one of the most powerful success principles we can learn from Steve Jobs: a broad set of life experiences is essential for creativity to flourish.据电影乔布斯的导演约书亚斯坦恩称，乔布斯认为，生活经验对于创造力而言是至关重要的。斯特恩的电影中有几个关键场景，这些场景描绘年轻时代的乔布斯选修一门大学书法课程，以及和他的朋友丹尼尔科特基（

4、Daniel Kottke）一起游历印度。斯特恩说：“对于乔布斯而言，培养文化、艺术和历史素养是极为重要的。他相信获取生活经验，并把这些经验当作潜台词运用于你正在从事的其他事情上是很有意义的，比如帮助构建你正在开发的产品。”这是我们可以向乔布斯学习的最有力的成功原则之一：要想让创造力蓬勃发展，涉及面广泛的一系列生活经验必不可少。2. The greatest artists like Dylan, Picasso and Newton risked failure. And if we want to be great, weve got to risk it too.2. 像迪伦（Dylan

5、）、毕加索（Picasso）等最伟大的艺术家以及牛顿都曾经冒着失败的风险。如果我们想取得伟大成就，那么我们也必须甘冒风险。Steve Jobs didnt hesitate to take risks. If he wanted something, he would ask, even at a young age. When Jobs was twelve years old he called up HP co-founder Bill Hewlett and asked for spare parts. Hewlett gave Jobs the parts and a summer

6、job. “Youve got to be willing to crash and burn. If youre afraid of failing, you wont get very far, ” Jobs once said. “Most people never pick up the phone and call. Most people never ask, and thats what separates the people who do things from the people who just dream about them.” Ive rarely intervi

7、ewed a successful entrepreneur or CEO who hasnt risked failure. In fact most successful people dont even see failure; they see a result that didnt have the intended outcome.乔布斯对承担风险毫不犹豫。如果他想要什么东西，他会提出来，即便在年轻时也是如此。乔布斯在12岁的时候，曾打电话给惠普联合创始人比尔休利特（Bill Hewlett），向休利特要一些零配件。结果休利特不但提供了零配件，还邀请乔布斯夏天去惠普打工。乔布斯曾经

8、说：“你必须甘愿一败涂地。如果你害怕失败，你就不会走得太远。大多数人从不主动拿起电话拨打。大多数人从不主动提出要求，这是将做事情的人和只会梦想着要做事情的人区分开来的不同之处。”在我采访过的成功企业家或者首席执行官（CEO）当中，没有冒过失败风险的人很少。事实上，最成功的人甚至看不到“失败”他们只是把失败看作一种没有达到预期目标的结果而已。3. How does somebody know what they want if they havent even seen it?3. 如果连见都没见过，他们怎么知道自己想要什么呢？Steve Jobs didnt believe in focus

9、groups. Actually, he avoided them like the plague. Jobs believed in building great products that he would want to use himself. To a large extent he had a point. For example, in 2010 how many of us would have asked for a third device in between a laptop and a smartphone? Most people would never have

10、asked for an iPad, but once millions of consumers saw it, they couldnt live without it, and it opened up entirely new categories of business applications. When I spent one year researching a book on the Apple Store, I learned that Jobs revolutionized the retail business because he asked better quest

11、ions. For example, Jobs did not ask, “How do we build a better store than our competitors?” Instead he asked, “How do we reinvent the store?” Dont do things better; do things differently.乔布斯不相信焦点小组（focus group，市场调研方法，指通过倾听一组从目标市场中选来的被调查者，获取他们对产品、服务等内容的看法或态度译者注）。事实上，他像躲避瘟疫般避免焦点小组。乔布斯的信念是开发他自己想要使用的卓越产

12、品。在很大程度上，他的这种想法是有道理的。比如，在2010年，我们当中有多少人会要求制造商开发一款介于笔记本电脑和智能手机之间的第三类设备呢？大多数人从来没有要求制造商开发iPad平板电脑，但是一旦许许多多消费者看到iPad之后，他们的生活就再也无法离开它了，而它开辟了一类全新的商业应用。当我为了撰写一本有关苹果专卖店的书而花费一年的时间进行调查时，我认识到乔布斯彻底改变了零售行业，因为他提出了更好的问题。比如，乔布斯没有问：“我们如何建立一家比我们竞争对手更好的零售店？”相反，他问道：“我们如何彻底改造零售店的模式？”不要只是想着把事情做得更好，而要以与众不同的方式来做事情。4. Every

13、thing around you that you call life was made up by people that were no smarter than you, and you can change it, you can influence it, you can build your own things that other people can use.4. 你身边被你称为“生活”的一切事物，都是由那些并不比你聪明的人所造就的。而你可以改变生活，影响生活，造就其他人可以使用的你自己的东西。Ashton Kutcher likes this quote so much h

14、e used it in a short speech at a recent award show, explaining that its one of the most profound things he learned while preparing for the role as Steve Jobs. The quote itself is taken from a rare 1995 interview for the Santa Clara Valley Historical Association. The entire clip is available here on

15、YouTube. The rest of the quote is equally as profound: “When you grow up you tend to get told that the world is the way it is and your life is just to live your life and try not to bash into the walls too muchthats a very limited life. Life can be much broader once you discover one simple facteveryt

16、hing around you that you call life was made up by people that were no smarter than youshake off this erroneous notion that life is there and youre just going to live in it versus make your mark upon it. Once you learn that, you will never be the same again.” Dont just live a life; build one.阿什顿库彻非常喜

17、欢这句话，甚至在最近的一次颁奖晚会上发言时也引用了这句话，并且解释说，这是他为扮演乔布斯这个角色进行准备的过程中，学到的意义最为深远的道理之一。这句乔氏名言是乔布斯在1995年少有地接受美国圣克拉拉硅谷历史协会（Santa Clara Valley Historical Association）采访时所说。你可以点击此处观看YouTube网站发布的有关那次采访的整段视频。那次采访中的其他乔氏名言同样深刻：“在你长大之后，别人往往会告诉你世界就是这个样子。而你的一生就是过好自己的日子，别老是不自量力地白费力气这种生活非常狭隘。一个简单的事实是，你身边被你称为生活的一切事物，都是由那些并不比你聪明

18、的人所造就。一旦你发现了这个事实，生活会变得更为宽广有人认为，人生有命，你只需按照命运的安排过日子就可以了，不需要留下自己的印记。你必须抛掉这种错误的观念。一旦你认识到这点，你就会改头换面。”别只是过日子，而是要创造生活。5. I would rather gamble on our vision than make a me, too product.5. 我宁愿在我们的愿景上冒险，也不愿制造“跟风”产品。Steve Jobs believed in dreaming big. In the 1970s personal computers were relegated to the hob

19、byist market. Jobs had the vision of putting a computer in the hands of everyday people. He once said that Xerox could have dominated the entire computer industry because Xerox scientists in Palo Altos PARC research facility were developing the first graphical user interface. Jobs said Xerox failed

20、because its “vision” was limited to making another copy machine. Never underestimate the power of a bold vision to move your career and the world forward.乔布斯认为梦想一定要远大。在1970年代，个人电脑被归类至发烧友市场。乔布斯当时秉持的愿景就是“将电脑带至普遍人手中”。他曾说过，施乐（Xerox）原本可以在整个电脑行业中占据主导地位，因为施乐帕洛阿尔托研究中心（PARC）的科学家们开发了第一个图形用户界面。乔布斯认为，施乐之所以失败，是因

21、为该公司的“愿景”仅限于制造另一款复印机。永远不要低估一个大胆的愿景能够推进你的事业乃至整个世界的力量。6. Weve got to make the small things unforgettable.6. 我们必须让小事也令人难忘。The devils in the details and few people were more obsessed with details than Jobs. Weve all heard stories of Jobs driving his engineers crazy because he didnt like the aesthetic of

22、 something inside the computer that nobody would ever see. Everything mattered. I recall visiting a cardboard box manufacturing facility in Modesto, California, to prepare for a keynote speech to industry executives. This company made boxes for Apple products. One factory manager said out of the tho

23、usands of brands they made boxes for, none were more particular than Apple. Steve Jobs demanded that the details of the box, the tactile design, had to be just right. The edges had to look and even feel a certain way. When customers opened an iPhone box, it had to set the tone for the experience. Fa

24、r too many people and businesses overlook the details and the customer experience with the brand inevitably suffers. Details matter.关键在于细节，很少有人会比乔布斯更加痴迷于细节。我们都曾听过，他因为不喜欢电脑内部某个没人会看到的部件的美观程度，而逼得工程师们发疯的故事。一切细节都是重要的。我记得自己为了给行业高管准备一场主题演讲，曾经访问过位于加州莫德斯托（Modesto）的一家纸板箱制造厂。该公司负责为苹果产品制造包装用的纸板箱。一位经理说，在他们负责的数千个

25、品牌中，最挑剔的莫过于苹果公司。乔布斯要求产品包装盒的所有细节和触感设计都必须分毫不差。包装盒边缘的外观甚至触感，都必须符合一定的要求。当客户打开iPhone包装盒时，包装盒必须为用户体验定下基调。太多的人、太多的企业忽视各种细节和用户体验，结果他们的品牌不可避免地受到不利影响。细节很重要。7. Heres to the crazy ones. The misfits. The rebels. The trouble-makers. The round pegs in the square holes. The ones who see things differentlythey chang

26、e things. They push the human race forward. And while some may see them as the crazy ones, we see genius.7. 向那些疯子致敬，他们特立独行、桀骜不驯、惹是生非，与周围环境格格不入。他们看待世界的方式与众不同他们改变事物，推动人类的前进。或许有些人认为他们疯狂，但我们把他们视为天才。Jobs once said that what made the Macintosh great was the fact that the people he chose to work on the sys

27、tem were “musicians, and poets, and artists, and zoologists, and historians who also happened to be computer scientists.” Its a profound insight that speaks to building creative teams. Today its common for many companies to overlook creative individuals because they dont fit in a hiring box. Jobs di

28、dnt just think differently; he hired differently. See genius in diversity. Hire outside your industry from time to time.乔布斯曾说，Macintosh之所以成为伟大的产品，是由于他选择负责开发这款产品的人是“一些音乐家、诗人、艺术家、动物学家、历史学家，而且他们恰好也都是计算机科学家”。这个意义深远的见解充分说明了该如何组建富有创造力的团队。如今，许多公司通常会忽略那些有创造力的个人，原因在于这些人不符合招聘要求。乔布斯并不只是在思考问题时“非同凡想”，在招聘方面也与众不同。

29、他能看到多种多样的天才。应当不时招聘行业之外的人士。8. Youve got to have a problem that you want to solve; a wrong that you want to right.8. 你必须要有一个自己想解决的问题，一个自己想纠正的错误。I considered Steve Jobs one of the worlds greatest corporate presenters because he always explained the problem that his product would solve. The introduction of iTunes Music Store in 2003 is perhaps the best example of this approach. In one presentation Steve Jobs turned around public opinion, convincing customers that it was in their best interest to pay for something （songs） that they could otherwise get for