Az.乔布斯的公众演讲 采访和谈话等相关资料汇集本。一半是辑录的乔布斯语录。读来还是蛮有感慨。一个时代的标杆 靠的不止是幸运 无疑还有对科技透彻的把握 于时代深刻的领悟和那种一以贯之的孤傲，又多半明智的勇敢。Kindle书摘。有些从前看了中文 再次遇见 真心亲切。大致格式是 主题、内容、及出处Being the Best
—Apple event for iPhone OS 4.0, April 8, 2010Brands
We’re not going to be the first to this party, but we’re going to be the best.
—Time, August 18, 1997Broad Life Experiences, Importance of
What are the great brands? Levi’s, Coke, Disney, Nike. Most people would put Apple in that category. You could spend billions of dollars building a brand not as good as Apple. Yet Apple hasn’t been doing anything with this incredible asset. What is Apple, after all? Apple is about people who think “outside the box,” people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.
—Wired, February 1996Company Focus
A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience, the better design we will have.
—CNNMoney/Fortune, February 2008Computers
We do no market research. We don’t hire consultants. … We just want to make great products.
—Rolling Stone, June 16, 1994Consumer Product Design
The problem is, in hardware you can’t build a computer that’s twice as good as anyone else’s anymore. Too many people know how to do it. You’re lucky if you do one that’s one-and-a-third times better or one-and-a-half times better. And then it’s only six months before everybody else catches up.
—Newsweek, October 14, 2006Convergence
We believe that customers are smart and want objects which are well thought through.
—CNNMoney/Fortune, February 21, 2005Creativity and Technology
The place where Apple has been standing for the last two decades is exactly where computer technology and the consumer electronics markets are converging. So it’s not like we’re having to cross the river to go somewhere else; the other side of the river is coming to us.
—CNN Tech, June 10, 2011Quoting
One of the things I learned at Pixar is the technology industries and the content industries do not understand each other. In Silicon Valley and at most technology companies, I swear that most people think the creative process is a bunch of guys in their early 30s, sitting on a couch, drinking beer and thinking of jokes. No, they really do. That’s how television is made, they think; that’s how movies are made. People in Hollywood and in the content industries, they think technology is something you just write a check for and buy. They don’t understand the creativity element of technology. These are like ships passing in the night.
—Apple event for the iPod, September 9, 2008Design
Mark Twain, on the premature announcement of his death by Bloomberg: The reports of my death are greatly exaggerated.
Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works. The design of the Mac wasn’t what it looked like, although that was part of it. Primarily, it was how it worked.
—CNNMoney.com/Fortune, February 2008Focus
Potential My job is not to be easy on people. My job is to make them better.
—Apple Worldwide Developers Conference, May 13–16, 1997Forward Thinking
People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying no to 1,000 things.
—D5 Conference: All Things Digital, May 30, 2007Great Ideas
If you want to live your life in a creative way, as an artist, you have to not look back too much. You have to be willing to take whatever you’ve done and whoever you were and throw them away. —Playboy, February 1985 Let’s go invent tomorrow rather than worrying about what happened yesterday.
—Triumph of the Nerds, PBS, June 1996
Ultimately, it comes down to taste. It comes down to trying to expose yourself to the best things that humans have done and then try to bring those things in to what you’re doing. Picasso had a saying: good artists copy, great artists steal. And we have always been shameless about stealing great ideas, and I think part of what made the Macintosh great was that the people working on it were musicians and poets and artists and zoologists and historians who also happened to be the best computer scientists in the world.
—Newsweek, September 29, 1985Innovation
You know, my philosophy is—it’s always been very simple. And it has its flaws, which I’ll go into. My philosophy is that everything starts with a great product. So, you know, I obviously believed in listening to customers, but customers can’t tell you about the next breakthrough that’s going to happen next year that’s going to change the whole industry. So you have to listen very carefully. But then you have to go and sort of stow away—you have to go hide away with people that really understand the technology, but also really care about the customers, and dream up this next breakthrough. And that’s my perspective, that everything starts with a great product. And that has its flaws. I have certainly been accused of not listening to the customers enough. And I think there is probably a certain amount of that that’s valid.
—The Innovation Secrets of Steve Jobs, 2011Insight
Innovation distinguishes between a leader and a follower.
—Smithsonian Institution Oral and Video Histories, April 20, 1995 Integration
I think the artistry is in having an insight into what one sees around them. Generally putting things together in a way no one else has before and finding a way to express that to other people who don’t have that insight….
Internet Theft and Motivation
Apple’s the only company left in this industry that designs the whole widget. Hardware, software, developer relations, marketing. It turns out that that, in my opinion, is Apple’s greatest strategic advantage. We didn’t have a plan, so it looked like this was a tremendous deficit. But with a plan, it’s Apple’s core strategic advantage, if you believe that there’s still room for innovation in this industry, which I do, because Apple can innovate faster than anyone else.
—Rolling Stone, June 16, 1994Making Bold Announcements
We said: We don’t see how you can convince people to stop being thieves, unless you can offer them a carrot—not just a stick. And the carrot is: We’re gonna offer you a better experience…and it’s only gonna cost you a dollar a song.
—Harvard Business School, Working Knowledge for Business Leaders, June 16, 2003Microsoft’s Lack of Innovation
I understand the appeal of a slow burn, but personally I’m a big-bang guy.
—Triumph of the Nerds, PBS, June 1996Microsoft’s Microview
The only problem with Microsoft is they just have no taste. I don’t mean that in a small way. I mean that in a big way, in the sense that they don’t think of original ideas and they don’t bring much culture into their products. I have no problem with their success—they’ve earned their success for the most part. I have a problem with the fact that they just make really third-rate products
—New York Times Magazine, January 12, 1997Money
I told [Bill Gates] I believed every word of what I said but that I should never have said it in public. I wish him the best, I really do. I just think he and Microsoft are a bit narrow. He’d be a broader guy if he had dropped acid once or gone off to an ashram when he was younger.
—Triumph of the Nerds, PBS, June 1996Motivation
I was worth about over a million dollars when I was twenty-three and over ten million dollars when I was twenty-four, and over a hundred million dollars when I was twenty-five, and it wasn’t important because I never did it for the money.
—Odyssey: Pepsi to Apple, 1987
To former PepsiCo executive John Sculley, whom Jobs was trying to woo to Apple: Do you want to spend the rest of your life selling sugared water, or do you want a chance to change the world?
—Odyssey: Pepsi to Apple, 1987No Resting on Laurels
It’s better to be a pirate than to join the Navy.
—msnbc.com, May 25, 2006Passion
I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what’s next.
—Commencement address, Stanford University, June 12, 2005PC as the Digital Hub
You’ve got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.… Don’t settle.
—Time, January 14, 2002Perseverance
We believe the next great era is for the personal computer to be the digital hub of all these devices.
—Smithsonian Institution Oral and Video Histories, April 20, 1995Product Imagination
I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.… Unless you have a lot of passion about this, you’re not going to survive. You’re going to give it up. So you’ve got to have an idea, or a problem or a wrong that you want to right that you’re passionate about; otherwise, you’re not going to have the perseverance to stick it through.
—CNNMoney/Fortune, February 2008Product Intergration
It’s not about pop culture, and it’s not about fooling people, and it’s not about convincing people that they want something they don’t. We figure out what we want. And I think we’re pretty good at having the right discipline to think through whether a lot of other people are going to want it, too. That’s what we get paid to do. So you can’t go out and ask people, you know, what’s the next big [thing]? There’s a great quote by Henry Ford who said, “If I’d have asked my customers what they wanted, they would have told me ‘A faster horse.”
—Rolling Stone, June 16, 1994&
Apple has a core set of talents, and those talents are: We do, I think, very good hardware design; we do very good industrial design; and we write very good system and application software. And we’re really good at packaging that all together into a product. We’re the only people left in the computer industry that do that.
—Time, October 16, 2005Quality
One company makes the software. The other makes the hardware…It’s not working. The innovation can’t happen fast enough. The integration isn’t seamless enough. No one takes responsibility for the user interface. It’s a mess.
—Playboy, February 1985Reliability
We just wanted to build the best thing we could build. When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.
—Frequently used phrase at Apple eventsRepeating Success
It just works.
—To Infinity and Beyond! 2007Risking Failure
There’s a classic thing in business, which is the second-product syndrome. Often companies that have a really successful first product don’t quite understand why that product was so successful. And so with the second product, their ambitions grow and they get much more grandiose, and their second product fails. They fail to get it out, or it fails to resonate with the marketplace because they really didn’t understand why their first product resonated with the marketplace.
—CNNMoney/Fortune, November 9, 1998Shared Vision
One of my role models is Bob Dylan. As I grew up, I learned the lyrics to all his songs and watched him never stand still. If you look at the artists, if they get really good, it always occurs to them at some point that they can do this one thing for the rest of their lives, and they can be really successful to the outside world but not really be successful to themselves. That’s the moment that an artist really decides who he or she is. If they keep on risking failure, they’re still artists. Dylan and Picasso were always risking failure. This Apple thing is that way for me. I don’t want to fail, of course. But even though I didn’t know how bad things really were, I still had a lot to think about before I said yes. I had to consider the implications for Pixar, for my family, for my reputation. I decided that I didn’t really care, because this is what I want to do. If I try my best and fail, well, I’ve tried my best.
—Smithsonian Institution Oral and Video Histories, April 20, 1995Simplicity
The thing that bound us together at Apple was the ability to make things that were going to change the world. That was very important.
—Guardian, September 22, 2005Stickiness
There’s a very strong DNA within Apple, and that’s about taking state-of-the-art technology and making it easy for people…people who don’t want to read manuals, people who live very busy lives.
—Inside Steve’s Brain, 2009Story, Importance of
You don’t need to take notes. If it’s important, you’ll remember it.
—To Infinity and Beyond! 2007Survival
We’ve pioneered the whole medium of computer animation, but John [Lasseter] once said—and this really stuck with me—“No amount of technology will turn a bad story into a good story.”… That dedication to quality is really ingrained in the culture of this studio.
—Time, February 5, 2003Teamwork
Victory in our industry is spelled survival. The way we’re going to survive is to innovate our way out of this.
—60 Minutes, 2003Technology in Perspective
My model for business is the Beatles. They were four guys who kept each other’s kind of negative tendencies in check. They balanced each other and the total was greater than the sum of the parts. That’s how I see business: great things in business are never done by one person, they’re done by a team of people.
—The Independent, October 29, 2005“Think Different” Ad Campaign
[Technology] doesn’t change the world. It really doesn’t. Technologies can make it easier, can let us touch people we might not otherwise. But it’s a disservice to constantly put things in a radical new light, that it’s going to change everything. Things don’t have to change the world to be important.
—Macworld Expo, March 13, 1999Thinking Through the Problem
Well, I gotta tell you—we don’t do it because it goes down well or not. We have a problem, and our problem was that people had forgotten what Apple stands for. As a matter of fact, a lot of our employees have forgotten what Apple stands for. And so we needed a way to communicate what the heck Apple’s all about. And we thought, how do you tell somebody what you are, who you are, what you care about? And the best way we could think of was, you know, if you know who somebody’s heroes are, that tells you a lot about them. So we thought we’re going to tell people who our heroes are, and that’s what the “Think Different” campaign is about. It’s about telling people who we admire, who we think are the heroes of this century. And—some people will like us, and some people won’t like us.
—Bloomberg Businessweek, May 25, 1998To Be or Not to Be
We have a lot of customers, and we have a lot of research into our installed base. We also watch industry trends pretty carefully. But in the end, for something this complicated, it’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.
—Commencement address, Stanford University, June 12, 2005User Experience
Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma—which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown our your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.
—CNNMoney/Fortune, February 21, 2005Vision
At Apple we come at everything asking, “How easy is this going to be for the user? How great it is going to be for the user?” After that, it’s like at Pixar. Everyone in Hollywood says the key to good animated movies is story, story, story. But when it really gets down to it, when the story isn’t working, they will not stop production and spend more money and get the story right. That’s what I see about the software business. Everybody says, “Oh, the user is the most important thing,” but nobody else really does it.
—Apple product event for the first Macintosh computer, January 24, 1984Wisdom
We’re gambling on our vision, and we would rather do that than make “me, too” products. Let some other companies do that. For us, it’s always the next dream.
—Newsweek, October 28, 2001Working Hard and Growing Older
I would trade all my technology for an afternoon with Socrates.
—Time, October 10, 1999Zen
I read something Bill Gates said about six months ago. He said, “I worked really, really hard in my twenties.” And I know what he means, because I worked really, really hard in my twenties, too—seven days a week, lots of hours every day. But you can’t do it forever. You don’t want to do it forever.
—Commencement address, Stanford University, June 12, 2005
The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life. [An allusion to a popular saying by Zen master Shunryu Suzuki: “In the beginner’s mind there are many possibilities, but in the expert’s there are few.”]