乔布斯遗失的访谈

When you have a monopolies market share, the company is not any more successful.

这些已经垄断市场的公司很难靠新产品提高业绩

So the people who can make the company more successful are sales and marketing people.

要想提高业绩还得依靠营销部门

And they end up running the companies, and the product people get driven out of this decision making forms.

于是他们逐渐控制公司，而产品部门的人被边缘化

And the companies forget what it means to make great products. It... Sort of the product sensibility, and...

公司就丧失了打造优秀的产品热情和能力

The product genius brought them to that monopolistic position gets rotted out by people running this companies who have no conception of a good product versus a bad product.

产品部门的功臣慢慢被不懂产品的人排挤

They have no conception of craftsmanship that’s required … that take a good idea and turn it into a good product.

后者通常缺少研发产品的技术和能力

And they really have no feeling in their hearts usually about wanting to really help the customers.

而且也并非打心底愿意替客户解决问题

So that’s what happens in Xerox, the people in Xerox PARC used to call the people who run the Xerox tonerheads,

施乐公司就是这样，施乐研究院的人私底下把管理层叫做墨粉脑袋

and these tonerheads would come out to the Xerox and PARC says they have no clue of what they are saying.

而这些管理人员完全不明白为什么被嘲笑

For our audience, toner is what?

观众可能不清楚墨粉是什么？

Toner is what you put in a copier; you know the toner you add to an industrial copier?

就是复印机里用的墨粉。

The black stuff?

那个黑色的东西？

The black stuff, yeah. Basically they were copier heads, just have no clue about what a computer can do,

是的，这些墨粉脑袋压根不知道计算机能做什么

and so they just grabbed the feed from great victory of the computer industry,

他们不过是碰巧赶上了计算机产业的顺风车

Xerox could have owned the entire computer industry, could have been company 10 times of its size, could have been IBM, Could have been IBM in the 1990’s, …. could have been the Microsoft in the 1990’s.

施乐本来有机会把规模扩大10倍，独占整个行业，就像90年代的IBM或微软

So ... But anyway that’s all ancient history, doesn’t really matter anymore.

不过都已经过去了，不重要了

《乔布斯传》第六章:苹果二代 新时代的曙光41

The First Launch Event

首次盛大的产品发布会

The introduction of the Apple II was scheduled to coincide with the first West Coast Computer Faire, to be held in April 1977 in San Francisco, organized by a Homebrew stalwart, Jim Warren. Jobs signed Apple up for a booth as soon as he got the information packet. He wanted to secure a location right at the front of the hall as a dramatic way to launch the Apple II, and so he shocked Wozniak by paying $5,000 in advance. “Steve decided that this was our big launch,” said Wozniak. “We would show the world we had a great machine and a great company.”

AppleII的发布时间被设定为与首届西海岸电脑展览会同步。该展会将于1977年4月在旧金山举办。展会的组织者是一名家酿计算机俱乐部的中坚会员——吉姆·沃伦（JimWarren），乔布斯在得到展会的信息之后立刻为苹果公司预定了一个展位。他想确保得到展厅最前端的位置，这样就可以用最盛大的方式来发布AppleII，于是他预先支付了5000美元，这让沃兹大感震惊。“史蒂夫认为这是我们的重要发布，”沃兹尼亚克说，“我们要让全世界知道，我们有很棒的电脑，我们是一家很棒的公司。”

It was an application of Markkula’s admonition that it was important to “impute” your greatness by making a memorable impression on people, especially when launching a new product. That was reflected in the care that Jobs took with Apple’s display area. Other exhibitors had card tables and poster board signs. Apple had a counter draped in black velvet and a large pane of backlit Plexiglas with Janoff’s new logo. They put on display the only three Apple IIs that had been finished, but empty boxes were piled up to give the impression that there were many more on hand.

这是马库拉的营销准则的一次实际应用：通过给人们留下深刻的印象从而把你和产品的卓越品质“灌输”给他们，这是至关重要的一点，尤其是发布新产品的时候。这也反映在了乔布斯对苹果公司的展示区域所下的工夫上。其他的参展商用的都是普通的桌子和硬纸板做的牌子。苹果则用上了盖着黑色天鹅绒的柜台，和一大块背光式的有机玻璃，上面印着雅诺夫新设计的标识。他们展示的是仅有的三台AppleII成品，但在周围堆满了空的包装箱，这样就显得他们拥有充足的存货。

Jobs was furious that the computer cases had arrived with tiny blemishes on them, so he had his handful of employees sand and polish them. The imputing even extended to gussying up Jobs and Wozniak. Markkula sent them to a San Francisco tailor for three-piece suits, which looked faintly ridiculous on them, like tuxes on teenagers. “Markkula explained how we would all have to dress up nicely, how we should appear and look, how we should act,” Wozniak recalled.

送到展会的电脑箱子上都有细小的污点，这让乔布斯大为光火，他让为数不多的几名员工把这些污点都打磨掉。“灌输”工作甚至还扩展到了给乔布斯和沃兹尼亚克穿衣打扮上。马库拉让他们去见一个旧金山的裁缝，定做了三件套西装，但他们穿上之后显得很滑稽，就好像小孩子穿着晚礼服一样。“马库拉解释了我们必须怎样盛装打扮，以怎样的形象登台亮相，以及怎样举手投足。”沃兹尼亚克回忆说。

It was worth the effort. The Apple II looked solid yet friendly in its sleek beige case, unlike the intimidating metal-clad machines and naked boards on the other tables. Apple got three hundred orders at the show, and Jobs met a Japanese textile maker, Mizushima Satoshi, who became Apple’s first dealer in Japan.

这些努力是值得的。置于漂亮的米黄色箱子内的AppleII显得既牢固结实又亲切友好，完全不像其他展台上那些镀着金属的丑陋机器或者干脆裸露的电路板。苹果在这次展会上接到了300份订单，乔布斯还遇到了一个日本的纺织品制造商水岛聪（MizushimaSatoshi），后来这个人成为了苹果在日本的第一位经销商。

The fancy clothes and Markkula’s injunctions could not, however, stop the irrepressible Wozniak from playing some practical jokes. One program that he displayed tried to guess people’s nationality from their last name and then produced the relevant ethnic jokes. He also created and distributed a hoax brochure for a new computer called the “Zaltair,” with all sorts of fake ad-copy superlatives like “Imagine a car with five wheels.” Jobs briefly fell for the joke and even took pride that the Apple II stacked up well against the Zaltair in the comparison chart. He didn’t realize who had pulled the prank until eight years later, when Woz gave him a framed copy of the brochure as a birthday gift.

然而，华丽的服装和马库拉的谆谆教导都无法阻止闲不住的沃兹槁些恶作剧，他展示的一个程序，会根据人们的姓氏来猜测国籍，然后冒出一些跟种族有关的笑话。他还自己印制并分发恶作剧的小册子，介绍一种新型的名叫“扎尔泰”（Zaltaire）的电脑，附上了各种从别的广告上抄来的夸张言辞，诸如“想象一辆有5个轮子的汽车……”乔布斯轻易地信以为真，甚至还因为AppleII在和扎尔泰的对比中不相上下而颇感自豪。直到8年后，沃兹将一份镶了框的宣传册送给乔布斯做生日礼物，他才意识到当年是谁制造了这场闹剧。