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兔灰灰的小窝

每天进步一点点

 
 
 

日志

 
 

乔布斯传  

2013-06-15 16:42:17|  分类: 原著欣赏 |  标签: |举报 |字号 订阅

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Steve Jobs   

                      by   Walter Isaacson

乔布斯传 - 兔灰灰 - 兔灰灰的小窝

  

Steve talked to me a lot about being abandoned and the pain that caused,” he said. “It made him independent. He followed the beat of a different drummer, and that came from being in a different world than he was born into.

Reflecting years later on his spiritual feelings, he said that religion was at its best when it emphasized spiritual experiences rather than received dogma. “The juice goes out of Christianity when it becomes too based on faith rather than on living like Jesus or seeing the world as Jesus saw it,” he told me. “I think different religions are different doors to the same house. Sometimes I think the house exists, and sometimes I don’t. It’s the great mystery.”

I wanted to be like an orphan who had bummed around the country on trains and just arrived out of nowhere, with no roots, no connections, no background.

“Taking LSD was a profound experience, one of the most important things in my life. LSD shows you that there’s another side to the coin, and you can’t remember it when it wears off, but you know it. It reinforced my sense of what was important—creating great things instead of making money, putting things back into the stream of history and of human consciousness as much as I could.”
he was able to turn charm into a cunning force, to cajole and intimidate and distort reality with the power of his personality.

It was the brighter side of what would become known as his reality distortion field. “If you trust him, you can do things,” Holmes said. “If he’s decided that something should happen, then he’s just going to make it happen.”

It was an expression of the hacker ethic that information should be free and all authority mistrusted. “I designed the Apple I because I wanted to give it away for free to other people,” said Wozniak.

In particular he wanted—as he would his entire career—to provide power in a way that avoided the need for a fan. Fans inside computers were not Zen-like; they distracted.

He emphasized that you should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last.

“Think about surfing on the front edge of a wave. It’s really exhilarating. Now think about dog-paddling at the tail end of that wave. It wouldn’t be anywhere near as much fun. Come down here and make a dent in the universe.”

“The best way to predict the future is to invent it”

As he once said, “Picasso had a saying—‘good artists copy, great artists steal’—and we have always been shameless about stealing great ideas.”

He can convince anyone of practically anything.

“It was dangerous to get caught in Steve’s distortion field, but it was what led him to actually be able to change reality.

It was difficult working under Steve, because there was a great polarity between gods and shitheads.

He intuitively knew when someone was faking it or truly knew something. This made him masterful at cajoling, stroking, persuading, flattering, and intimidating people.

“Adequacy is sufficient. All else is superfluous.”

“The goal was never to beat the competition, or to make a lot of money. It was to do the greatest thing possible, or even a little greater.

“God is in the details” and “Less is more.”

Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.”

People do judge a book by its cover

It would be better to miss than to turn out the wrong thing.

The journey is the reward

It’s better to be a pirate than to join the navy. 

Do you want to spend the rest of your life selling sugared water, or do you want a chance to change the world?

“On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984.’”

They founded the company, but you and I are founding the future.

Jobs was more intuitive and romantic and had a greater instinct for making technology usable, design delightful, and interfaces friendly.

There was no option left other than to play the good soldier rather than the renegade commander.

But for Jobs it meant that NeXT was starting life with a world-class feel and identity, even if it hadn’t yet designed its first product.

He was so weirdly charismatic that you almost had to get deprogrammed after you talked to him.

I can go to Disney and be a director, or I can stay here and make history.

So if you can’t beat them, join them.

“I don’t think anybody really knows what we should be doing over there,” he said when I asked whether the Obama administration should be intervening more in Egypt, Libya, and Syria. “You’re fucked if you do and you’re fucked if you don’t.” 

They also had a basic philosophical difference about whether aesthetic tastes were fundamentally individual, as Redse believed, or universal and could be taught, as Jobs believed.

The lesson Jobs learned from his Buddhist days was that material possessions often cluttered life rather than enriched it.

Buying appliances was also a philosophical task, not just an impulse purchase.

“Sculley destroyed Apple by bringing in corrupt people and corrupt values,” Jobs later lamented. “They cared about making money—for themselves mainly, and also for Apple—rather than making great products.” He felt that Sculley’s drive for profits came at the expense of gaining market share. “Macintosh lost to Microsoft because Sculley insisted on milking all the profits he could get rather than improving the product and making it affordable.” As a result, the profits eventually disappeared.

“Steve’s sales pitch on the NeXT operating system was dazzling,” according to Amelio. “He praised the virtues and strengths as though he were describing a performance of Olivier as Macbeth.”

“But the only reason I want to do it is that the world will be a better place with Apple in it.”

Instead his ego needs and personal drives led him to seek fulfillment by creating a legacy that would awe people. A dual legacy, actually: building innovative products and building a lasting company.

It was an impression that he sometimes fostered by dishing out insincere flattery to those hungry for it. But Jobs could be charming to people he hated just as easily as he could be insulting to people he liked.

Because a lot of people think they’re crazy, but in that craziness we see genius.

Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do. 

“Simplicity is the ultimate sophistication,” Jobs had aimed for the simplicity that comes from conquering complexities, not ignoring them.

Simplicity isn’t just a visual style. It’s not just minimalism or the absence of clutter. It involves digging through the depth of the complexity. To be truly simple, you have to go really deep.

You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.  

“In so many other companies, ideas and great design get lost in the process,” he said. “The ideas that come from me and my team would have been completely irrelevant, nowhere, if Steve hadn’t been here to push us, work with us, and drive through all the resistance to turn our ideas into products.”

Plus, for Steve, less is always more, simpler is always better.

It was now time to think different.

       White isn’t just a neutral color. It is so pure and quiet. Bold and conspicuous and yet so inconspicuous as well.  

In the blogosphere, the joke was that iPod stood for “idiots price our devices.” However, consumers soon made it a hit. More than that, the iPod became the essence of everything Apple was destined to be: poetry connected to engineering, arts and creativity intersecting with technology, design that’s bold and simple. 

When you took an iPod out of the box, it was so beautiful that it seemed to glow, and it made all other music players look as if they had been designed and manufactured in Uzbekistan.(乌兹别克斯坦表示躺着也中枪)

Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.

“There is no one better at turning off the noise that is going on around him,” Cook said. “That allows him to focus on a few things and say no to many things. Few people are really good at that.”

I feel that ideas are very fragile, so you have to be tender when they are in development.

“He has an uncanny ability to cook up gadgets that we didn’t know we needed, but then suddenly can’t live without,”

For him, that voice had a distinctive set of qualities: simple, declarative, clean.

It went against his black-white, right-wrong way of viewing the world. Apple was a company of principle, he felt. If others failed to see that, it was their fault, not a reason for Apple to play humble.

It’s in Apple’s DNA that technology alone is not enough. We believe that it’s technology married with the humanities that yields us the result that makes our heart sing.

It was an architecture that was bred not just into the organization he had built, but into his own soul.

“Living with a disease like this, and all the pain, constantly reminds you of your own mortality, and that can do strange things to your brain if you’re not careful,” he said.

We didn’t know much about each other twenty years ago. We were guided by our intuition; you swept me off my feet. It was snowing when we got married at the Ahwahnee. Years passed, kids came, good times, hard times, but never bad times. Our love and respect has endured and grown. We’ve been through so much together and here we are right back where we started 20 years ago—older, wiser—with wrinkles on our faces and hearts. We now know many of life’s joys, sufferings, secrets and wonders and we’re still here together. My feet have never returned to the ground.

That simple concept—that everything would just work seamlessly—was, as always, Apple’s competitive advantage.
“Either among the first to make it to shore, or the last to get dumped.”

Jobs’s intensity was also evident in his ability to focus. He would set priorities, aim his laser attention on them, and filter out distractions

Unfortunately his Zen training never quite produced in him a Zen-like calm or inner serenity, and that too is part of his legacy.

He didn’t invent many things outright, but he was a master at putting together ideas, art, and technology in ways that invented the future.

Some leaders push innovations by being good at the big picture. Others do so by mastering details. Jobs did both, relentlessly.

History will place him in the pantheon right next to Edison and Ford.

Our task is to read things that are not yet on the page.

I think great artists and great engineers are similar, in that they both have a desire to express themselves.
      They kept evolving, moving, refining their art. That’s what I’ve always tried to do—keep moving. Otherwise, as Dylan says, if you’re not busy being born, you’re busy dying.

 

(2013-06)

 

阅读费时一个月,从书中可以了解到一个比较真实的乔布斯,性格鲜明,有不少缺点,但无论如何,我认为乔布斯是一个伟大的人,正如苹果公司对他的评价:"史蒂夫的才华、激情和精力是无尽创新的来源,丰富和改善了我们的生活。世界因他无限美好。"

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