电影《乔布斯》中十句经典名言给我们的启迪

10 Powerful Quotes From The Steve Jobs Movie And What They Teach Us About Leadership

电影《乔布斯》中十句经典名言给我们的启迪

The script for Jobs, the new movie starring Ashton Kutcher as the visionary Apple co-founder, is heavy with quotes that reflect Jobs’ business philosophy and approach to life. I’ve interviewed the director, Joshua Michael Stern, and I recognize most of Kutcher’s lines in the movie as being either direct quotes from Steve Jobs or compilations of his quotes. Here is my vote for the ten best quotes from the movie and what they can teach us about leadership, creativity, communications, and success.

在新片《乔布斯》(Jobs)中,由阿什顿·库彻(Ashton Kutcher)主演苹果公司富有远见的联合创始人史蒂夫·乔布斯。这部影片的剧本大量引用了乔布斯生前讲过的话,反映了乔布斯的经营理念以及生活态度。我采访了这部影片的导演约书亚·迈克尔·斯坦恩(Joshua Michael Stern),我认识到,库彻在这部影片中的绝大部分台词要么是直接引用了乔布斯曾经讲过的原话,要么是对乔氏名言的汇编。以下是我从这部影片中选出的十句最佳乔氏名言,这些名言能够为我们带来领导力、创造力、沟通和成功方面的启迪。

1. I’m not dismissing the value of higher education; I’m simply saying it comes at the expense of experience.

1. 我并不是贬低高等教育的价值,我只是说,其代价是偏废了经验。

According to Jobs film directorJoshua Michael Stern, Steve Jobs felt that life experiences were critical to being creative. Stern included pivotal scenes in the movie showing a young Steve Jobs taking a college calligraphy course and visiting India with his friend, Daniel Kottke. “Absorbing culture, art, and

history were extremely important to Jobs. He believed in taking life experiences and using it as a subtext for something else you’re doing, like helping to form the product you’re creating, ” said Stern. This is one of the most powerful success principles we can learn from Steve Jobs: a broad set of life experiences is essential for creativity to flourish.

据电影《乔布斯》的导演约书亚·迈克尔·斯坦恩称,乔布斯认为,生活经验对于创造力而言是至关重要的。斯特恩的电影中有几个关键场景,这些场景描绘年轻时代的乔布斯选修一门大学书法课程,以及和他的朋友丹尼尔·科特基(Daniel Kottke)一起游历印度。斯特恩说:“对于乔布斯而言,培养文化、艺术和历史素养是极为重要的。他相信获取生活经验,并把这些经验当作潜台词运用于你正在从事的其他事情上是很有意义的,比如帮助构建你正在开发的产品。”这是我们可以向乔布斯学习的最有力的成功原则之一:要想让创造力蓬勃发展,涉及面广泛的一系列生活经验必不可少。

2. The greatest artists like Dylan, Picasso and Newton risked failure. And if we want to be great, we’ve got to risk it too.

2. 像迪伦(Dylan)、毕加索(Picasso)等最伟大的艺术家以及牛顿都曾经冒着失败的风险。如果我们想取得伟大成就,那么我们也必须甘冒风险。

Steve Jobs didn’t hesitate to take risks. If he wanted something, he would ask, even at a young age. When Jobs was twelve years old he called up HP co-founder Bill Hewlett and asked for spare parts. Hewlett gave Jobs the parts and a summer job. “You’ve got to be willing to crash and burn. If you’re afraid of failing, you won’t get very far, ” Jobs once said. “Most people never pick up the phone and call. Most people never ask, and that’s what separates the people who do things from the people who just dream about them.” I’ve rarely interviewed a successful entrepreneur or CEO who hasn’t risked failure. In fact most successful people don’t even see ‘failure;’ they see a result that didn’t have the intended outcome.

乔布斯对承担风险毫不犹豫。如果他想要什么东西,他会提出来,即便在年轻时

也是如此。乔布斯在12岁的时候,曾打电话给惠普联合创始人比尔·休利特(Bill Hewlett),向休利特要一些零配件。结果休利特不但提供了零配件,还邀请乔布斯夏天去惠普打工。乔布斯曾经说:“你必须甘愿一败涂地。如果你害怕失败,你就不会走得太远。大多数人从不主动拿起电话拨打。大多数人从不主动提出要求,这是将做事情的人和只会梦想着要做事情的人区分开来的不同之处。”在我采访过的成功企业家或者首席执行官(CEO)当中,没有冒过失败风险的人很少。事实上,最成功的人甚至看不到“失败”——他们只是把失败看作一种没有达到预期目标的结果而已。

3. How does somebody know what they want if they haven’t even seen it?

3. 如果连见都没见过,他们怎么知道自己想要什么呢?

Steve Jobs didn’t believe in focus groups. Actually, he avoided them like the plague. Jobs believed in building great products that he would want to use himself. To a large extent he had a point. For example, in 2010 how many of us would have asked for a third device in between a laptop and a smartphone? Most people would never have asked for an iPad, but once millions of consumers saw it, they couldn’t live without it, and it opened up entirely new categories of business applications. When I spent one year researching a book on the Apple Store, I learned that Jobs revolutionized the retail business because he asked better questions. For example, Jobs did not ask, “How do we build a better store than our competitors?” Instead he asked, “How do we reinvent the store?” Don’t do things better; do things differently.

乔布斯不相信焦点小组(focus group,市场调研方法,指通过倾听一组从目标市场中选来的被调查者,获取他们对产品、服务等内容的看法或态度——译者注)。事实上,他像躲避瘟疫般避免焦点小组。乔布斯的信念是开发他自己想要使用的卓越产品。在很大程度上,他的这种想法是有道理的。比如,在20xx年,我们当中有多少人会要求制造商开发一款介于笔记本电脑和智能手机之间的第

三类设备呢?大多数人从来没有要求制造商开发iPad平板电脑,但是一旦许许多多消费者看到iPad之后,他们的生活就再也无法离开它了,而它开辟了一类全新的商业应用。当我为了撰写一本有关苹果专卖店的书而花费一年的时间进行调查时,我认识到乔布斯彻底改变了零售行业,因为他提出了更好的问题。比如,乔布斯没有问:“我们如何建立一家比我们竞争对手更好的零售店?”相反,他问道:“我们如何彻底改造零售店的模式?”不要只是想着把事情做得更好,而要以与众不同的方式来做事情。

4. Everything around you that you call life was made up by people that were no smarter than you, and you can change it, you can influence it, you can build your own things that other people can use.

4. 你身边被你称为“生活”的一切事物,都是由那些并不比你聪明的人所造就的。而你可以改变生活,影响生活,造就其他人可以使用的你自己的东西。 Ashton Kutcher likes this quote so much he used it in a short speech at a recent award show, explaining that it’s one of the most profound things he learned while preparing for the role as Steve Jobs. The quote itself is taken from a rare 1995 interview for the Santa Clara Valley Historical Association. The entire clip is available here on YouTube. The rest of the quote is equally as profound: “When you grow up you tend to get told that the world is the way it is and your life is just to live your life and try not to bash into the walls too much?that’s a very limited life. Life can be much broader once you discover one simple fact—everything around you that you call life was made up by people that were no smarter than you?shake off this erroneous notion that life is there and you’re just going to live in it versus make your mark upon it. Once you learn that, you will never be the same again.” Don’t just live a life; build one.

阿什顿·库彻非常喜欢这句话,甚至在最近的一次颁奖晚会上发言时也引用了这句话,并且解释说,这是他为扮演乔布斯这个角色进行准备的过程中,学到的意义最为深远的道理之一。这句乔氏名言是乔布斯在19xx年少有地接受美国圣克

拉拉硅谷历史协会(Santa Clara Valley Historical Association)采访时所说。你可以点击此处观看YouTube网站发布的有关那次采访的整段视频。那次采访中的其他乔氏名言同样深刻:“在你长大之后,别人往往会告诉你世界就是这个样子。而你的一生就是过好自己的日子,别老是不自量力地白费力气……这种生活非常狭隘。一个简单的事实是,你身边被你称为‘生活’的一切事物,都是由那些并不比你聪明的人所造就。而你可以改变生活,影响生活,造就其他人可以使用的你自己的东西。一旦你发现了这个事实,生活会变得更为宽广……有人认为,人生有命,你只需按照命运的安排过日子就可以了,不需要留下自己的印记。你必须抛掉这种错误的观念。一旦你认识到这点,你就会改头换面。”别只是过日子,而是要创造生活。

5. I would rather gamble on our vision than make a ‘me, too’ product.

5. 我宁愿在我们的愿景上冒险,也不愿制造“跟风”产品。

Steve Jobs believed in dreaming big. In the 1970s personal computers were relegated to the hobbyist market. Jobs had the vision of ‘putting a computer in the hands of everyday people.’ He once said that Xerox could have dominated the entire computer industry because Xerox scientists in Palo Alto’s PARC research facility were developing the first graphical user interface. Jobs said Xerox failed because its “vision” was limited to making another copy machine. Never underestimate the power of a bold vision to move your career and the world forward.

乔布斯认为梦想一定要远大。在19xx年代,个人电脑被归类至发烧友市场。乔布斯当时秉持的愿景就是“将电脑带至普遍人手中”。他曾说过,施乐(Xerox)原本可以在整个电脑行业中占据主导地位,因为施乐帕洛阿尔托研究中心(PARC)的科学家们开发了第一个图形用户界面。乔布斯认为,施乐之所以失败,是因为该公司的“愿景”仅限于制造另一款复印机。永远不要低估一个大胆

的愿景能够推进你的事业乃至整个世界的力量。

6. We’ve got to make the small things unforgettable.

6. 我们必须让小事也令人难忘。

The devil’s in the details and few people were more obsessed with details than Jobs. We’ve all heard stories of Jobs driving his engineers crazy because he didn’t like the aesthetic of something inside the computer that nobody would ever see. Everything mattered. I recall visiting a cardboard box manufacturing facility in Modesto, California, to prepare for a keynote speech to industry executives. This company made boxes for Apple products. One factory manager said out of the thousands of brands they made boxes for, none were more particular than Apple. Steve Jobs demanded that the details of the box, the tactile design, had to be just right. The edges had to look and even feel a certain way. When customers opened an iPhone box, it had to set the tone for the experience. Far too many people and businesses overlook the details and the customer experience with the brand inevitably suffers. Details matter.

关键在于细节,很少有人会比乔布斯更加痴迷于细节。我们都曾听过,他因为不喜欢电脑内部某个没人会看到的部件的美观程度,而逼得工程师们发疯的故事。一切细节都是重要的。我记得自己为了给行业高管准备一场主题演讲,曾经访问过位于加州莫德斯托(Modesto)的一家纸板箱制造厂。该公司负责为苹果产品制造包装用的纸板箱。一位经理说,在他们负责的数千个品牌中,最挑剔的莫过于苹果公司。乔布斯要求产品包装盒的所有细节和触感设计都必须分毫不差。包装盒边缘的外观甚至触感,都必须符合一定的要求。当客户打开iPhone包装盒时,包装盒必须为用户体验定下基调。太多的人、太多的企业忽视各种细节和用户体验,结果他们的品牌不可避免地受到不利影响。细节很重要。

7. Here’s to the crazy ones. The misfits. The rebels. The trouble-makers. The round pegs in the square holes. The ones who see things differently?they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius.

7. 向那些‘疯子’致敬,他们特立独行、桀骜不驯、惹是生非,与周围环境格格不入。他们看待世界的方式与众不同……他们改变事物,推动人类的前进。或许有些人认为他们疯狂,但我们把他们视为天才。

Jobs once said that what made the Macintosh great was the fact that the people he chose to work on the system were “musicians, and poets, and artists, and zoologists, and historians who also happened to be computer scientists.” It’s a profound insight that speaks to building creative teams. Today it’s common for many companies to overlook creative individuals because they don’t fit in a hiring box. Jobs didn’t just think differently; he hired differently. See genius in diversity. Hire outside your industry from time to time.

乔布斯曾说,Macintosh之所以成为伟大的产品,是由于他选择负责开发这款产品的人是“一些音乐家、诗人、艺术家、动物学家、历史学家,而且他们恰好也都是计算机科学家”。这个意义深远的见解充分说明了该如何组建富有创造力的团队。如今,许多公司通常会忽略那些有创造力的个人,原因在于这些人不符合招聘要求。乔布斯并不只是在思考问题时“非同凡想”,在招聘方面也与众不同。他能看到多种多样的天才。应当不时招聘行业之外的人士。

8. You’ve got to have a problem that you want to solve; a wrong that you want to right.

8. 你必须要有一个自己想解决的问题,一个自己想纠正的错误。

I considered Steve Jobs one of the world’s greatest corporate presenters because he always explained the problem that his product would solve. The introduction of iTunes Music Store in 2003 is perhaps the best example of this approach. In one presentation Steve Jobs turned around public opinion, convincing customers that it was in their best interest to pay for something (songs) that they could otherwise get for free at the time. In this video clip you can watch Jobs demonstrate the “upsides and downsides” of the status quo, followed by his “solution, ” the 99 cent song on the iTunes Music Store. Your audience needs to understand the problem your idea solves. Don’t leave them guessing. Explain it clearly.

我认为乔布斯是世界上最伟大的企业演示者之一,因为他每次都会解释自己研制的产品可以解决的问题。20xx年苹果iTunes音乐商店的发布会或许是这种方式的最佳例证。通过一次演示,乔布斯就转变了公众的看法,让客户相信付费享用当时可以免费获得的某些事物(歌曲)符合他们的最佳利益。在这段视频中,你可以看到乔布斯阐述了行业现状中存在的“各种有利和不利方面”,然后提出自己的“解决方案”——iTunes音乐商店每支歌曲收取99美分的费用。你的听众需要了解你的构想所能解决的问题。别让他们凭空猜测。要给予明确的解释。

9. It [what you choose to do] has got to be something that you’re passionate about because otherwise you won’t have the perseverance to see it through.

9. 你选择从事的工作必须是你自己为之充满激情的工作,否则的话你不会拥有坚持到底的毅力。

Steve Jobs believed that passion was a critical component of success. He talked about the role of passion constantly, so it’s no surprise that this quote would appear in ‘Jobs’, the film. The 2005 Steve Jobs commencement address at Stanford University has been viewed millions of times and it’s the event where his thoughts on passion are most clearly articulated. Jobs told the graduates that day, “You’ve got to find what you love? 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. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.” This could very well be the greatest piece of career advice ever given, with the exception of #10. 乔布斯认为,激情是成功的一个关键要素。他时常谈及激情可以发挥的作用,因此影片《乔布斯》中会出现这句乔氏名言一点也不奇怪。乔布斯20xx年在斯坦福大学毕业典礼上的这段演讲已被浏览了数百万次,他在那次演讲中最为清晰地阐述了自己对于激情的看法。那天,乔布斯告诉台下的毕业生们:“你必须找到自己热爱的东西……你的工作将占据你的大部分生活,而真正能让自己满足的唯

一办法就是做你自己认为伟大的工作。而做伟大的工作的唯一途径,就是热爱自己所从事的工作。如果你还没找到自己喜欢做的事情,请继续寻找。绝不要放弃。投入你的全部身心去寻找,当你找到的时候就会知道。”除了下面第十句乔氏名言之外,这很可能是有史以来最好的职业建议。

10. In your life you only get to do so many things and right now we’ve chosen to do this, so let’s make it great.

10. 在你的一生当中,你要做的事情很多,而现在我们选择了做这一件,那么就让我们把它做到伟大的地步吧。

This quote is the best advice Jobs ever gave to Disney’s Chief Creative Officer, John Lasseter. Well before he became Disney’s chief animator, Lasseter recalls his first meeting with Steve Jobs after Jobs bought Pixar in 1986. Lasseter was working on a short film at the time and, at the end of the meeting, Lasseter says Steve Jobs asked him to do one thing: “Make it great.” The short, Tin Toy, went on to win the first academy award ever given for computer animation and set the foundation for what later would become Toy Story. Lasseter has told the story publicly a few times, most recently in this emotional tribute at Disney’s D23 Expo (the story begins at 8:30). Lasseter said those three words—make it great—have applied to every frame of every Pixar movie he worked on.

这句话是乔布斯给予迪士尼首席创意官约翰·拉塞特(John Lasseter)的最佳建议。拉塞特回忆说,早在自己成为迪士尼首席动画师之前,他在乔布斯于19xx年收购皮克斯动画工作室(Pixar)后与乔布斯第一次会面。拉塞特当时正在制作一部动画短片。拉塞特说,在那次会面结束时,乔布斯让他做一件事情:“造就经典。”这部动画短片《Tin Toy》(Tin Toy)后来赢得了有史以来第一个颁给电脑动画片的奥斯卡奖,并且为后来的动画片《玩具总动员》(Toy Story)奠定了基础。拉塞特已数次公开讲述这个故事,最近一次是在迪士尼全球粉丝博览会(D23 Expo)上,他深情地发表了一段悼念乔布斯的讲话(这个故事从视频

的8分30秒开始)。拉塞特说,他把乔布斯教导的“造就经典”这句话运用在自己制作的每部皮克斯动画片的每一帧画面上。

Is everything you do as great as it could be? This could very well be the most important question you ask yourself as a leader. Your customers deserve nothing less. Don’t just make it; make it great.

你做的所有事情是否都达到了它可能达到的卓越程度?这很可能是你作为领导者扪心自问的最重要问题。你的客户应该得到最好的产品或服务。不要只是做事情,你要造就经典。

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