苹果5c和5s,偏离了乔布斯的刻板设计老路,也开始允许更换彩色壳子,所以,苹果到底能否改变世界,成了一个问题。
苹果是一家企业,他首先要活下去,为股东创造更多利润,为用户带来更好的体验,这才是苹果该去做的事情,而寄希望让苹果继续改变世界,只不过是我们的意淫而已。 而乔布斯在一开始也没有想要改变世界,他只是顺便改变了一点世界而已。 让事情回到1995年,那一年苹果手机uphone还没有诞生。
1995年,美国纪录片制作人Bob Cringley在创作《书呆子的胜利》时,曾对乔布斯进行过一个多小时的深入访谈,但录制的母带在90年代末一次空运时遗失,完整的访谈内容自此消失。直到去年,该录影带母带才被重新发现。 查阅这段72分钟录影带,从17分15秒到19分15秒,整整两分钟时间,Bob和乔布斯的一段关于如何做管理的对话,让人印象深刻。 这两分钟对话的中英文全文如下: Bob:How old were you? ?
当时你多大? 乔布斯:21。 Bob:21? you were 21 and you were a big success, you have just sort of done it by the seat of your pants. You don’t have any particular training on this. How do you learn to run a company? 21岁就这么大成功。可你从来没有这方面的经验,完全是凭直觉。你是怎么学会管理公司的? 乔布斯:er… you know, throughout the years in business, I found something, which was I always ask why we do things, and the answers you inevitably get are “oh that’s just the way it’s done”, nobody knows why they do what they do, nobody thinks about things very deeply in business, that’s what I found. I’d like to give you an example. 在生意场多年,我发现一个现象。我做事前总问为什么。可得到答案永远是“我们向来这样做”。没人反思为什么这么做,我给你举个例子。
乔布斯:When we were building our apple Is in the garage, we knew exactly what they cost. When we got into factory in the Apple II days, the accounting had this notion of the standard cost, where you kind of set a standard cost at the end of a quarter, and you adjust with the varies, and I kept asking why do we do this. 我们在车库里组装Apple I时,成本算得清清楚楚。可工厂生产Apple II时,财务部使用的是标准成本。每个季度估算标准成本,然后根据实际情况调整。于是我不断追问,为什么要这样做?
乔布斯:And the answer is “that’s just the way it’s done”, and after about 6 months of digging into this, what I realized was the reason you do it is because you don’t really have good enough controls to know about how much cost, so you guess, and you fix your guess at the end of the quarter. And the reason why you don’t know how much it cost is because your information systems aren’t good enough. So …but nobody said it that way. 得到的答复是,这是一贯的做法。6个月后我发现其实是因为我们无法精确计算成本,所以只能先估算,然后进行修正。根本原因是信息管理系统不够完善。但没有人承认这一点。
乔布斯:So later on when we design this automatic factory for Mackintosh, we were able to get rid of a lot of these antiquated concepts, and know exactly what something costs to the second. So in business, a lot of things are … I call it “folklore”, they are done because they were done yesterday, and the day before. And …so what that means is that if you are willing to sort of ask a lot of questions, think about things and work really hard, you can learn business pretty fast, not the hardest thing in the world.
后来我们为Mackintosh设计自动化工厂,抛开这些陋习,做到了精确控制所有成本。生意场上有很多约定俗成的规定,我称为陈规陋习,因为以前这样做,所以就一直这样做下去。所以只要你多提问多思考,脚踏实地工作,你很快就能的学会经商,这不是什么难事。
Bob:Not rocket science? 不是什么深奥的技术?
乔布斯:It’s not rocket science.?
不是。
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