 What Makes Steve “Steve” 是什么让乔布斯成为“乔布斯”？
在这个世界上，能够重塑一个行业的人寥寥无几，但乔布斯却彻底变革了电脑、通讯、音乐等多个行业。虽然他已离开了这个世界，但我们应该问问自己：他是如何做到这一切的？更为重要的是，我们应该如何向他学习，以释放我们身体里的“乔布斯”，从而推动我们的公司、我们的事业以及这个世界继续向前发展？
by Carmine Gallo
Few people in this world will revolutionize one industry. Steve Jobs revolutionized several: computing, telecommunications, music and movies. Since he had such a profound impact on the world, I think it’s fair to ask ourselves how he did it, and more importantly, how can we learn to unleash1 our inner Steve Jobs to advance our business, our careers, and the world.
Principle One: Do what you love.
做你喜欢做的事。
Steve Jobs taught us that you cannot come up with new, innovative and exciting products unless you’re inspired and passionate about moving society forward. Jobs once said, “People with passion can change the world for the better.” Life is too short, he said, for living someone else’s dream. And if you haven’t found your passion, he said, keep looking, don’t settle.
TA启示1：乔布斯曾经对一群员工说：“人有激情就能让世界变得更美好。”乔布斯这辈子一直在遵循自己的心，他正是靠这股激情实现了所有的这些变化。除非你心怀推动社会前进的热情，否则很难接受新的、创造性的和与众不同的理念。
Principle Two: Put a dent2 in the universe.
要有改变世界的梦想。
Steve Jobs believes in the power of vision. And he certainly has a big vision. In the mid 1970s when computers were relegated3 to a small group of hobbyists, Steve Jobs was convinced that he could put a computer in the hands of everyday people. And so he challenged his co-founder Steve Wozniak4 and the Apple team to create a computer that everyday people would feel comfortable using. Eventually, that led to the computer that changed everything — The Macintosh5. “Steve’s extraordinary vision and leadership saved Apple and guided it to its position as the world’s most innovative and valuable technology company,” said Art Levinson, Chairman of Genentech6, on behalf of Apple’s Board.
TA启示2：激情仿佛是火箭的燃料，而梦想则指引它直抵终点。在上世纪70年代，当电脑只是一小部分计算机爱好者的“奢侈品”时，乔布斯的梦想就是让每个人都能拥有一台电脑。也正是这个梦想促使乔布斯与史蒂夫?沃兹尼亚克在1976年共同创办了苹果公司，并在随后推出改变了人机交流方方面面的麦金塔电脑。
Principle Three: Create insanely different experiences.
为用户提供与众不同的体验。
Steve Jobs created many product innovations, of course, but he also innovated around the customer service experience and I think it’s a part of his legacy that might not be fully appreciated. The Apple Stores make more money per square foot than most any other
retailer including many luxury brands and they’re packed morning to night. The average store sees 17,000 visitors a week! When Steve Jobs first came up with the concept for the Apple Stores he said they would be different because instead of just moving boxes, the stores would enrich lives instead. Everything about the experience you have when you walk into an Apple Store is intended to enrich your life and to create an emotional connection between you and the Apple brand.
TA启示3：苹果商店已成为全世界最好的零售店，它通过任何公司都能采用的简单创新，在商店与顾客之间创造了更深、更感性化的联系。苹果做生意不是为卖而卖，而是为了丰富顾客的生活，这两者之间相差甚远。
Principle Four: Master the message.
要懂得说故事。
You can have the greatest idea in the world but if you can’t communicate your ideas, it doesn’t matter. Steve Jobs is the world’s greatest corporate storyteller. Instead of simply delivering a presentation like most people do, he informed, he educated, he inspired and he entertained, all in one presentation. If there’s one thing that you can today to be more “Steve Jobs like”, it’s to think visually. There were very few words on a Steve Jobs slide. It’s a philosophy called picture superiority. People are more likely to remember information when it’s presented as words and pictures instead of words alone. I think it’s impossible to watch a Steve Jobs presentation without completely rethinking your current presentation. Sell your ideas the Steve Jobs way.
TA启示4：乔布斯是全世界最懂得说故事的企业家，他将产品发布会变成了一种艺术。如果不懂得如何吊人胃口，即便你有全世界最棒的创意，那也是白搭。如果非要解读乔布斯的演讲艺术，那就是“视觉为王”，在这个“读图时代”，通过图片传达的信息往往比文字更能让人印象深刻。
Principle Five: Sell dreams, not products.
卖的不是产品，是梦想。
Steve Jobs captured our imagination because he really understands his customer. In 1997, when Apple was close to bankruptcy, Steve Jobs said he would reduce the number of products Apple sold to satisfy the needs of their core customers. At the time, he said, “Some people think you’ve got to be crazy to buy a Mac, but in that craziness we see genius and those are the people we’re making tools for.” Your customers don’t care about your product. They care about themselves, their hopes, their ambitions. Steve jobs taught us that if you help your customers reach their dreams, you’ll win them over.
TA启示5：在乔布斯看来，购买苹果产品的人并非“顾客”。他们是心怀希望、梦想和野心的人。他打造的产品是为了帮助人们去实现各自的梦想。他曾说过，“有些人觉得买Mac电脑的人疯了，但透过这股疯劲我们能发现天才。”你如何看待自己的顾客？帮助他们激发自己内在的天赋，你将赢得他们的心。
TA结论：“把梦想做大”是乔布斯给我们最好的建议：相信自己，相信我们的梦想，并不断地捍卫这些梦想，因为正是这些梦想才有可能改变这个世界。此外，创新也是他给我们的另一个启发：任何组织的任何人，无论其头衔和职位如何，都要进行创新。通过在商业上不断思索求变，让创新成为我们大脑基因中的一份子，这样才有可能创造下一个奇迹。
Source: http://www./
Innovation distinguishes between a leader and a follower.
领袖和跟风者的区别就在于创新。
——史蒂夫 乔布斯
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