關(guān)于喬布斯的英文閱讀：企業(yè)家成功的五大要素

　　No one could have taught you more about starting a company than Steve Jobs, and I had the privilege and honor of working for him in the Macintosh division of Apple.

　　沒有人能夠比斯蒂夫·喬布斯給你更多關(guān)于創(chuàng)建公司的指導(dǎo)了，而筆者也有幸能夠與他曾經(jīng)在蘋果的麥金塔電腦(Macintosh)開發(fā)部門共同工作。

　　Over the course of several years, and then watching him for another two decades, these are the five most important things that I learned about startups from him.

　　經(jīng)過了這些年，再留意他近20年的成就，下面就是筆者從他身上所學(xué)到的5件創(chuàng)建公司最重要的經(jīng)驗(yàn)。

　　1. People cannot tell you what they need.

　　1. 人們無法告訴你他們的需求是什么。

　　They can tell you what they want, and it’s usually along the lines of a better, faster and cheaper status quo. For example, in the 1980s, Apple’s customers wanted a better, faster and cheaper Apple II. No one asked for a Macintosh. Truly successful entrepreneurs create what people cannot articulate.

　　他們能夠告訴你他們需要的是什么，并且它常常隨著現(xiàn)有產(chǎn)品更好，更快和更便宜而演變的。比如在20世紀(jì)80年代，蘋果的顧客希望得到的是更完善，更快速和更便宜的Apple II。而Macintosh則無人問津。真正成功的企業(yè)家能夠?yàn)槿藗儎?chuàng)造出人們無法用言語描述的產(chǎn)品。

　　2. Experts cannot tell you what to do.

　　2. 專家無法告訴你該做什么。

　　Experts are good at telling you what’s wrong with the current state of the art. They cannot tell you how to fix what’s wrong, nor, like customers, tell you how to leapfrog the current leaders.

　　專家們都很擅長(zhǎng)告訴你當(dāng)前到底出現(xiàn)了什么問題。但是他們不能告訴你如何解決這些問題，顧客也一樣，他們無法告訴你如何超越你的主導(dǎo)產(chǎn)品。

　　3. The action is on the next curve.

　　3. 在下一個(gè)轉(zhuǎn)折點(diǎn)行動(dòng)。

　　In the 1830s, ice harvesters were wiped out by ice factories. In the 1850s, ice factories were wiped out by refrigerator companies. Duking it out on the current curve can work, but true innovation and entrepreneurship occurs when you get to the next curve or create a new one.

　　在19世紀(jì)30年代，冰礦采集器徹底被冰工廠取代了。而在19世紀(jì)50年代，冰工廠也徹底被冰箱公司取代了。在當(dāng)前的時(shí)代轉(zhuǎn)折點(diǎn)與其他的競(jìng)爭(zhēng)者一絕高下，絕對(duì)能夠創(chuàng)出一番新天地，但當(dāng)你處于下一個(gè)轉(zhuǎn)折點(diǎn)或創(chuàng)造新的轉(zhuǎn)折點(diǎn)的時(shí)候，真正的創(chuàng)新與相關(guān)企業(yè)才會(huì)出現(xiàn)。

　　4. Design counts.

　　4. 設(shè)計(jì)很重要。

　　It might not matter to everyone, but design matters to enough people to make a startup successful. Simple functionality isn’t enough any more. Now your product or service has to do the job in an elegant and pleasing way. Steve Jobs and Apple have raised people’s expectations forever.

　　也許這并不與每個(gè)人都有關(guān)系，不過產(chǎn)品的設(shè)計(jì)確實(shí)能夠讓某些人讓新建的公司獲得成功?；镜漠a(chǎn)品功能已經(jīng)不足以迎合市場(chǎng)需求了。如今你的產(chǎn)品或服務(wù)應(yīng)該以一種優(yōu)雅且怡人的方式贏得關(guān)注。喬布斯和蘋果公司就已經(jīng)做到永遠(yuǎn)地喚起人們的期待。

　　5. Value is not the same thing as price.

　　5. 價(jià)值與價(jià)格是兩回事。

　　Price is a number printed on a list. Value is the totality of the costs and benefits of a product. Something with a higher price can have a better value because it reduces costs, such as training, and produces better results. Don’t focus on price -- focus on providing and communicating value.

　　價(jià)格是標(biāo)注在表單上的數(shù)字。價(jià)值是這件產(chǎn)品的成本與利潤(rùn)的總和。某些價(jià)格更高的產(chǎn)品之所以價(jià)值更高，是因?yàn)樗軌蚪档统杀?，比如調(diào)試成本，并且還能創(chuàng)造更好的效果。但不要把焦點(diǎn)放在價(jià)格上——應(yīng)該放在提供價(jià)值和溝通價(jià)值上。

　　One more thing: Steve Jobs taught me that some things need to be believed to be seen. Skeptics refuse to believe in something until they see it. If you want to be an entrepreneur, you have to believe in your idea. This is why Steve Jobs changed the world while most people waited for the world to change.

　　還有一件事：?jiǎn)滩妓菇虝?huì)了我某些事情要先相信才能看到。有懷疑主義者在真正看到一件事實(shí)之前拒絕相信它的可能性。如果你想要成為一名企業(yè)家，你必須相信自己的想法。這也是為什么喬布斯能夠在大多數(shù)人等待世界改變的時(shí)候，卻改變了世界。

　　關(guān)于喬布斯的英文閱讀：?jiǎn)滩妓箷r(shí)間膠囊

　　A time capsule buried by Apple founder Steve Jobs 30 years ago has been discovered after its location was long forgotten.

　　一個(gè)由蘋果公司創(chuàng)始人史蒂夫·喬布斯在30年前埋下的時(shí)間膠囊，日前在當(dāng)初埋藏的地點(diǎn)被發(fā)現(xiàn)，不過這個(gè)時(shí)間膠囊早已被當(dāng)事人給遺忘了。

　　In 1983, the young tech innovator was attending a conference in Aspen when he and the group decided to bury as a stunt during a design convention.

　　1983年，年輕的科技創(chuàng)新者喬布斯來阿斯彭參加大會(huì)，他和團(tuán)隊(duì)在一次設(shè)計(jì)會(huì)議上決定埋下這個(gè)時(shí)間膠囊。

　　The tube that was filled with an eclectic collection of goods- ranging from the then-new apple mouse to a six-pack of beer for the people who discovered the time capsule- was meant to be dug up 20 years later.

　　管子里裝了五花八門不少東西：從當(dāng)時(shí)的新款蘋果鼠標(biāo)，到為發(fā)現(xiàn)時(shí)間膠囊的人準(zhǔn)備的六罐裝的啤酒。他們?cè)?jì)劃是在20年后開啟這個(gè)時(shí)間膠囊。

　　There was a problem with that plan, however, as everyone involved forgot where it was buried.

　　不過這個(gè)計(jì)劃出了問題，因?yàn)楫?dāng)時(shí)所有參與者都忘記了掩埋的地點(diǎn)。

　　The final discovery happened at the hands of the crew from the National Geographic Channel's reality show called Diggers.

　　最后發(fā)現(xiàn)時(shí)間膠囊的，還是美國(guó)國(guó)家地理頻道真人秀節(jié)目《Diggers 》的欄目組成員。

　　The discovery was well documented and is surely going to be featured on an upcoming episode, and even the experts had problems finding this particular treasure.

　　這次的發(fā)現(xiàn)被悉心記錄下來，而且肯定會(huì)成為未來某一集節(jié)目的主題，不過就算是這個(gè)節(jié)目的專家，在找尋這個(gè)特別的寶物時(shí)也頗費(fèi)了一番功夫。

　　CNET reports that in spite of their preparations and clear idea of where the 13-foot-long tube was, it still took them two hours to dig it up using heavy machinery.

　　CNET報(bào)道說，雖然他們準(zhǔn)備充分，也非常清楚這個(gè)長(zhǎng)約13英尺的管子的具體位置，但挖掘還是花了兩個(gè)小時(shí)，過程中還用到了重型機(jī)械。

　　To anyone removed from the tech industry, the accomplishment in finding the tube appears to be the biggest accomplishment.

　　對(duì)于遠(yuǎn)離科技行業(yè)的人來說，發(fā)現(xiàn)這個(gè)管狀的時(shí)間膠囊似乎就是一項(xiàng)最大的成功。

　　To others, the most interesting object would likely be the 'Lisa' mouse placed in the tube by the hands of a then-28-year-old Jobs.

　　但對(duì)于業(yè)內(nèi)人來說，管子里最讓人感興趣的東西可能就是麗莎鼠標(biāo)，這是由當(dāng)年28歲的喬布斯親自放進(jìn)去的。

　　The Lisa Mouse, which Jobs named after his daughter, was one of the first commercial computer mice soled publicly, making it a rarity at the time.

　　麗莎鼠標(biāo)是喬布斯用女兒的名字命名的，也是第一代公開銷售的商務(wù)電腦專用鼠標(biāo)，在當(dāng)時(shí)實(shí)屬罕見。

　　The Aspen Historical Society is going to help the show creators catalogue the tube's contents- but no word yet whether or not the Diggers cracked open one of the six bottles of Boddington's Ale that was left inside for the people who found the tube.

　　阿斯彭歷史協(xié)會(huì)也表示將幫助欄目負(fù)責(zé)人整理時(shí)間膠囊的目錄清單，不過關(guān)于《Diggers》欄目組成員有沒有打開時(shí)間膠囊中為發(fā)現(xiàn)管子的人準(zhǔn)備的寶汀頓啤酒，目前暫無消息。

　　關(guān)于喬布斯的英文閱讀：蘋果開涮喬布斯的設(shè)計(jì)風(fēng)格

　　During Apple's presentation of its new software, new iOS leader Craig Federighi made a bunch of jokes about the old look for iOS.

　　在蘋果的新軟件發(fā)布會(huì)上，iOS新領(lǐng)導(dǎo)者克雷格?費(fèi)德里吉講了一大堆關(guān)于iOS老樣子的笑話。

　　When he revealed the new look for the calendar app on the Mac, he said, "No virtual cows were harmed in the making of this one."

　　當(dāng)他透露Mac上日歷應(yīng)用的全新樣子時(shí)，他說，“在制作這一個(gè)東西時(shí)沒有虛擬奶牛受到傷害。”

　　He also made fun of Apple's Game Center, which currently looks like a craps table in Vegas. The new version doesn't have the fake textures, and Federighi joked, "We ran out of felt and wood."

　　他還調(diào)侃了蘋果的游戲中心，其目前看起來像拉斯維加斯的一張雙骰兒賭博桌。新版本沒有假紋理，F(xiàn)ederighi開玩笑說，“毛氈和木頭我們都用完了。”

　　The jokes were well-received by the people in the audience, but there was something slightly weird about them when you consider that Steve Jobs was a big proponent of the design style Federighi was trashing.

　　這個(gè)笑話被現(xiàn)場(chǎng)觀眾很好地接收了，但當(dāng)你意識(shí)到史蒂夫喬布斯才是Federighi貶低的設(shè)計(jì)風(fēng)格的最大提倡者時(shí)，對(duì)此只是有些略奇怪。

　　It's also weird that just a year ago Apple was pushing further into this style under Scott Forstall. Now, Apple is running away from the Forstall and Jobs style that defined iOS.

　　還讓人奇怪的是就在一年前蘋果公司還在斯科特?福斯托爾的領(lǐng)導(dǎo)下進(jìn)一步深入這個(gè)風(fēng)格?，F(xiàn)在，蘋果公司正遠(yuǎn)離福斯托爾和喬布斯定義的iOS風(fēng)格。

　　Everyone considers Jobs to be a genius who understood design. Now, Apple is not only abandoning his design style, but it's also openly mocking it.

　　每個(gè)人都認(rèn)為喬布斯是一個(gè)懂設(shè)計(jì)的天才?，F(xiàn)在，蘋果不僅放棄了他的設(shè)計(jì)風(fēng)格，而且還公開嘲笑它。

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