《名人传记》之乔布斯亿万富豪嬉皮士

A surprising number of people who came along as hippies

二十世纪六七十年代的许多嬉皮士和反主流文化运动先锋

and counter-culture folks in the '60s and '70s

其实到头来

wound up going into business.

最终都从商了

Business was a way to have some freedom in the world.

从商也能让人获得某种层面上的自由

Steve Jobs later said he'd set up the business almost by chance.

乔布斯后来说 他几乎是出于机缘巧合才创办的这个企业

We started Apple simply because we wanted this computer for ourselves

我们做苹果电脑本来只是给自己用的

and our immediate friends wanted one once they saw us build a prototype.

然后亲朋好友看见我们的样机 就也想要一个

So gradually, we were pulled into business.

于是慢慢地我们就有生意了

We didn't set out to build a large company.

我们一开始并没有计划创建一家大公司

We started out to build a few dozen computers for us and our friends.

我们的初衷只是为了给自己和朋友们组装电脑

To Apple's co-founder, though, the reality is a little less idealistic.

不过对于Wozniak来说 事实并不如乔布斯所说的那么单纯

Steve was always sort of focussed on if you can build things

乔布斯一直坚持 如果你做的东西能够卖得出去

and sell them, you can have a company. And the way you make money

你就该创办企业 如果你想要挣钱

and importance in the world is with companies.

想要获得影响力 开办企业就是最直观的方式

And he always spoke that he wanted to be one of those important people in the world.

他总是说 他想要成为那种举足轻重的大人物

So he'd got the business side pretty clearly.

所以他是很有商业头脑的

He got the business side but he did tie it in philosophically with,

没错 他是一个商人 但他也有更深层次上的追求

"This is how you get good things to people."

那就是要造福大众

It wasn't, "I only want money."

他并不是一个唯利是图的人

It was Wozniak's next computer,

Wozniak接下来设计的电脑

which propelled Apple into the stratosphere.

将苹果推上了一个巅峰

Released in 1977,

苹果机二代于1977年面世

the Apple II was the first home computer with colour graphics.

它是第一台拥有彩色图像的家用电脑

Over the next three years, sales grew rapidly

其后三年 它的销量迅速上升

to more than $150 million,

交易额超过1.5亿美元

taking Apple from a suburban garage to the pinnacle of a new industry...

这使得苹果从一个家用车库里的小公司

personal computing.

一举成为了个人电脑这一新行业的霸主

《乔布斯传》第十三章 制造Mac 72

Machines of the Year

年度机器

As 1982 drew to a close, Jobs came to believe that he was going to be Time’s Man of the Year. He arrived at Texaco Towers one day with the magazine’s San Francisco bureau chief, Michael Moritz, and encouraged colleagues to give Moritz interviews. But Jobs did not end up on the cover. Instead the magazine chose “the Computer” as the topic for the year-end issue and called it “the Machine of the Year.”

随着1982年临近尾声，乔布斯开始相信，自己将成为《时代》杂志的“年度人物”。一天，他和《时代》旧金山分部的总编迈克尔·莫里茨一同出现在公司，他还鼓励同事们接受莫里茨的采访。但最终，乔布斯并没有登上该杂志封面。《时代》将“计算机”选为了年终刊的主题，并称之为“年度机器”。

Accompanying the main story was a profile of Jobs, which was based on the reporting done by Moritz and written by Jay Cocks, an editor who usually handled rock music for the magazine. “With his smooth sales pitch and a blind faith that would have been the envy of the early Christian martyrs, it is Steven Jobs, more than anyone, who kicked open the door and let the personal computer move in,” the story proclaimed. It was a richly reported piece, but also harsh at times—so harsh that Moritz (after he wrote a book about Apple and went on to be a partner in the venture firm Sequoia Capital with Don Valentine) repudiated it by complaining that his reporting had been “siphoned, filtered, and poisoned with gossipy benzene by an editor in New York whose regular task was to chronicle the wayward world of rock-and-roll music.” The article quoted Bud Tribble on Jobs’s “reality distortion field” and noted that he “would occasionally burst into tears at meetings.” Perhaps the best quote came from Jef Raskin. Jobs, he declared, “would have made an excellent King of France.”

和主题报道一起的有一篇乔布斯的介绍，是根据莫里茨的报道，由杰伊·科克斯（JayCocks）撰写的，而科克斯以往只是负责摇滚乐信息方面的编辑。文中写道：“他有髙超的推销技巧，他的坚定信仰甚至让早期的基督教殉道者都羡慕不已，正是他——史蒂夫·乔布斯——开启了个人电脑产业。”这是一篇内容十分丰富的文章，但也不乏粗糙之处，以至于莫里茨（在他写了一本关于苹果公司的书，又进入风险投资公司红杉资本和唐·瓦伦丁成为了合伙人之后）驳斥它并抱怨说自己的报道被“一个来自纽约、日常工作是记录摇滚音乐界不羁生活的编辑断章取义，还添加了一些八卦消息”那篇介绍文章中引用了巴德·特里布尔关于乔布斯“现实扭曲力场”的言论，还提到乔布斯“有时候会在会议上突然哭起来”。最精彩的一句引用也许来自杰夫·拉斯金，他说，乔布斯“可以成为杰出的法兰西国王”。

To Jobs’s dismay, the magazine made public the existence of the daughter he had forsaken, Lisa Brennan. He knew that Kottke had been the one to tell the magazine about Lisa, and he berated him in the Mac group work space in front of a half dozen people. “When the Time reporter asked me if Steve had a daughter named Lisa, I said ‘Of course,’” Kottke recalled. “Friends don’t let friends deny that they’re the father of a child. I’m not going to let my friend be a jerk and deny paternity. He was really angry and felt violated and told me in front of everyone that I had betrayed him.”

让乔布斯沮丧的是，杂志公开了一件事情：他有一个被他抛弃的女儿——丽萨·布伦南。就是这篇文章提到了乔布斯说过的那句话：“全美28%的男性都可能是孩子的父亲。”这激怒了克里斯安。乔布斯知道是科特基把丽萨的事情告诉了杂志，他在Mac团队的办公区当着一群人的面痛斥了科特基。“《时代》的记者问我乔布斯是不是有个叫丽萨的女儿，我说当然是。”科特基回忆说，“朋友是不会让朋友否认自己是一个孩子的父亲的。我不会让我的朋友这么混蛋，否认自己是个父亲。他真的很生气，觉得受到了冒犯，然后当着所有人的面说我背叛了他。”

But what truly devastated Jobs was that he was not, after all, chosen as the Man of the Year. As he later told me:

但真正伤害了乔布斯的是，他终究没能被选为“年度人物”。正如他后来告诉我的：

Time decided they were going to make me Man of the Year, and I was twenty-seven, so I actually cared about stuff like that. I thought it was pretty cool. They sent out Mike Moritz to write a story. We’re the same age, and I had been very successful, and I could tell he was jealous and there was an edge to him. He wrote this terrible hatchet job. So the editors in New York get this story and say, “We can’t make this guy Man of the Year.” That really hurt. But it was a good lesson. It taught me to never get too excited about things like that, since the media is a circus anyway. They FedExed me the magazine, and I remember opening the package, thoroughly expecting to see my mug on the cover, and it was this computer sculpture thing. I thought, “Huh?” And then I read the article, and it was so awful that I actually cried.

《时代》已经决定要让我成为“年度人物”了，当时我才27岁，所以我真的很在意这件事，我觉得那很酷。他们派迈克尔·莫里茨来写篇文章。我们两个同龄，而我当时事业已经非常成功了，我能看得出来他很嫉妒，他又恰好掌握了有利条件。所以他写了一篇恶毒诽谤的文章。纽约的编辑们看到这篇文章后说，我们不能让这种人当“年度人物”。这真的让我很伤心。不过也是个很好的教训，它告诉我永远不要为了那样的事情过分激动，因为媒体就像马戏团一样。他们用联邦快递把杂志寄给了我，我记得当时拆开包装的时候，满心希望在封面上看见自己的脸，结果却是个电脑的雕像。我还想：“怎么回事？”然后我看了那篇文章，写得太糟糕了，我真的哭了出来。

In fact there’s no reason to believe that Moritz was jealous or that he intended his reporting to be unfair. Nor was Jobs ever slated to be Man of the Year, despite what he thought. That year the top editors (I was then a junior editor there) decided early on to go with the computer rather than a person, and they commissioned, months in advance, a piece of art from the famous sculptor George Segal to be a gatefold cover image. Ray Cave was then the magazine’s editor. “We never considered Jobs,” he said. “You couldn’t personify the computer, so that was the first time we decided to go with an inanimate object. We never searched around for a face to be put on the cover.”

事实上，没有理由相信莫里茨当时嫉妒乔布斯，或者故意想进行不公正的报道。乔布斯也从没有被定为“年度人物”，尽管他自己不这么认为。那一年，编辑们（我也在其中，只是资历较浅）早就决定刊登“计算机”而不是某个人了，而且他们提前几个月就委托著名的雕塑家乔治·西格尔（GeorgeSegal）制作一件艺术品，作为折页封面上的图像。雷·凯夫（RayCave）当时是杂志的一名编辑。“我们从没有考虑过乔布斯，”他说，“你无法把电脑比做人，所以那是我们第一次决定选用一个无生命的物体。请西格尔做雕塑是件大事，我们从没有想让某个人出现在封面上。”

Apple launched the Lisa in January 1983—a full year before the Mac was ready—and Jobs paid his $5,000 wager to Couch. Even though he was not part of the Lisa team, Jobs went to New York to do publicity for it in his role as Apple’s chairman and poster boy.

1983年1月，苹果公司发布了丽萨电脑——比Mac早了整整一年，乔布斯在和库奇的这场赌局中输掉了5000美元。尽管乔布斯并不是丽萨团队的一员，他还是以董事会主席及形象代言人的身份前往纽约为丽萨作宣传。

He had learned from his public relations consultant Regis McKenna how to dole out exclusive interviews in a dramatic manner. Reporters from anointed publications were ushered in sequentially for their hour with him in his Carlyle Hotel suite, where a Lisa computer was set on a table and surrounded by cut flowers. The publicity plan called for Jobs to focus on the Lisa and not mention the Macintosh, because speculation about it could undermine the Lisa. But Jobs couldn’t help himself. In most of the stories based on his interviews that day—in Time, Business Week, the Wall Street Journal, and Fortune—the Macintosh was mentioned. “Later this year Apple will introduce a less powerful, less expensive version of Lisa, the Macintosh,” Fortune reported. “Jobs himself has directed that project.” Business Week quoted him as saying, “When it comes out, Mac is going to be the most incredible computer in the world.” He also admitted that the Mac and the Lisa would not be compatible. It was like launching the Lisa with the kiss of death.

乔布斯从自己的公共关系顾问里吉斯·麦肯纳那里学会了如何以戏剧化的方式限量派发独家专访的机会。来自指定媒体的记者按次序一个个被带进他在卡莱尔酒店的套房，对他进行采访，房间里的桌子上摆着一台丽萨电脑，周围用切花装饰着。宣传计划要求乔布斯专注于介绍丽萨，不要谈及麦金塔，因为对麦金塔的猜测可能损害丽萨的销售。但乔布斯却没能控制住。根据那天对他的采访而写成的大多数报道——包括刊登在《时代》、《商业周刊》、《华尔街日报》以及《财富》上的——都提到了麦金塔。“今年晚些时候，苹果公司将推出一款性能稍弱、售价更低的丽萨版本，即麦金塔电脑。”《财富》报道说，“乔布斯亲自领导那个项目。”《商业周刊》引用了乔布斯的话：“Mac问世后，将成为全世界最不可思议的电脑。”他还坦承Mac和丽萨是无法兼容的。这就像是在发布丽萨的同时给它送上了死亡之吻。

The Lisa did indeed die a slow death. Within two years it would be discontinued. “It was too expensive, and we were trying to sell it to big companies when our expertise was selling to consumers,” Jobs later said. But there was a silver lining for Jobs: Within months of Lisa’s launch, it became clear that Apple had to pin its hopes on the Macintosh instead.

丽萨确实慢慢地消亡了。不到两年，它就停产了。“它太贵了，我们试图把它卖给大公司，但我们擅长的是出售给个人客户。”乔布斯后来说。不过这让乔布斯看到了一线希望：丽萨刚刚面世几个月，有一件事情就很明显了，那就是苹果公司必须把希望寄托在麦金塔身上。