暈Orz英文ABC...令人大開眼界...?企業傢成功的5大要素:喬佈斯全都有


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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 divisionof Apple.

沒有人能夠比斯蒂夫·喬佈斯給你更多關於創建公司的指導瞭,而筆者也有幸能夠與他曾經在蘋果的麥金塔電腦(Macintosh)開發部門共同工作。

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

經過瞭這些年,再留意他近20年的成就,下面就是筆者從他身上所學到的5件創建公司最重要的經驗。

1. People cannot tell you what they need.

1. 人們無法告訴你他們的需求是什麼。

They can tell you what they want, and it s usually along the lines of abetter, faster and cheaper status quo. For example, in the 1980s, Apple scustomers wanted a better, faster and cheaper Apple II. No one asked for aMacintosh. Truly successful entrepreneurs create what people cannotarticulate.

他們能夠告訴你他們需要的是什麼,並且它常常隨著現有產品更好,更快和更便宜而演變的。比如在20世紀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AppleII。而Macintosh則無人問津。真正成功的企業傢能夠為人們創造出人們無法用言語描述的產品。

2. Experts cannot tell you what to do.

2. 專傢無法告訴你該做什麼。

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

專傢們都很擅長告訴你當前到底出現瞭什麼問題。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產品。

3. The action is on the next curve.

3. 在下一個轉折點行動。

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 thecurrent curve can work, but true innovation and entrepreneurship occurs when youget to the next curve or create a new one.

在19世紀30年代,冰礦采集器徹底被冰工廠取代瞭。而在19世紀50年代,冰工廠也徹底被冰箱公司取代瞭。在當前的時代轉折點與其他的競爭者一絕高下,絕對能夠創出一番新天地,但當你處於下一個轉折點或創造新的轉折點的時候,真正的創新與相關企業才會出現。

4. Design counts.

4. 設計很重要。

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

也許這並不與每個人都有關系,不過產品的設計確實能夠讓某些人讓新建的公司獲得成功。基本的產品功能已經不足以迎合市場需求瞭。如今你的產品或服務應該以一種優雅且怡人的方式贏得關註。喬佈斯和蘋果公司就已經做到永遠地喚起人們的期待。

5. Value is not the same thing as price.

5. 價值與價格是兩回事。

Price is a number printed on a list. Value is the totality of the costs andbenefits of a product. Something with a higher price can have a better valuebecause it reduces costs, such as training, and produces better results. Don tfocus on price -- focus on providing and communicating value.

價格是標註在表單上的數字。價值是這件產品的成本與利潤的總和。某些價格更高的產品之所以價值更高,是因為它能夠降低成本,比如調試成本,並且還能創造更好的效果。但不要把焦點放在價格上——應該放在提供價值和溝通價值上。



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

還有一件事:喬佈斯教會瞭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之前拒絕相信它的可能性。如果你想要成為一名企業傢,你必須相信自己的想法。這也是為什麼喬佈斯能夠在大多數人等待世界改變的時候,卻改變瞭世界。

(編輯:何瑩瑩)


本文來源:新東方


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