4.乔布斯关于产品的语录:
我认为我从来没有在什么事情上如此努力过,但开发Macintosh是我一生中最棒的体验。几乎参与开发的所有人都会这样说。最后,没有人希望发布Macintosh。就好像我们知道它一旦不在我们手中,就不再属于我们一样。当我们最终在股东大会上展示时,全体观众鼓掌足足五分钟。我觉得不可思议的是,我能看到Mac团队就坐在前几排。彷佛我们都无法相信我们真的会完成它。大家都开始哭了起来。[《花花公子》杂志,1985年2月1日]
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《花花公子》:我们已经收到过有关你的警告:在这次采访开始之前,有人说我们会“被忽悠一把”。[笑]“我们只是对自己所做的事热情澎湃”。 [《花花公子》杂志,1985年2月1日]
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我们把屏幕上的按钮做得漂亮到让人忍不住想要舔一舔。[关于Mac OS X 操作系统,《财富》杂志(Fortune),2000年1月24日]
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它将会作为音乐行业的一个转折点被载入史册。这是划时代的产品。我对它有多高的评价都不为过![关于iTunes音乐商店,《财富》,2003年5月12日]
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每隔一段时间就会出现一个改变一切的革命性产品……如果一个人能在职业生涯中参与创造这样一个产品,那么他是很幸运的。苹果一直很幸运,能够一直向世界推出一些这样的产品。[iPhone发布会,2007年1月9日]
best quotes on products:
“I don’t think I’ve ever worked so hard on something, but working on Macintosh was the neatest experience of my life. Almost everyone who worked on it will say that. None of us wanted to release it at the end. It was as though we knew that once it was out of our hands, it wouldn’t be ours anymore. When we finally presented it at the shareholders’ meeting, everyone in the auditorium gave it a five-minute ovation. What was incredible to me was that I could see the Mac team in the first few rows. It was as though none of us could believe we’d actually finished it. Everyone started crying.” [Playboy, Feb. 1, 1985]
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Playboy: We were warned about you: Before this Interview began, someone said we were “about to be snowed by the best.” [Smiling] “We’re just enthusiastic about what we do.” [Playboy, Feb. 1, 1985]
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“We made the buttons on the screen look so good you’ll want to lick them.” [On Mac OS X, Fortune, Jan. 24, 2000]
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“It will go down in history as a turning point for the music industry. This is landmark stuff. I can’t overestimate it!” [On the iTunes Music Store, Fortune, May 12, 2003]
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“Every once in a while a revolutionary product comes along that changes everything. … One is very fortunate if you get to work on just one of these in your career. Apple’s been very fortunate it’s been able to introduce a few of these into the world.” [Announcement of the iPhone, Jan. 9, 2007]
5.乔布斯关于设计的语录:
我们认为Mac电脑的销售量将是个天文数字,不过我们研发Mac不是为别人,而是为了我们自己。我们这群人会来评判Mac好还是不好,我们不会到外面去做市场调研,我们只是想尽全力开发出最好的电脑。
如果你是个木匠,正在打造一个漂亮的五斗柜,你是不会在柜子后面用三合板的,哪怕那一面对着墙,永远没人看到它。你知道它在那里,所以即使是柜子后面,你也会用上好的木材。为了能在晚上睡个好觉,你会在审美和质量上自始至终争取做到最好。(《花花公子》杂志(Playboy),1985年2月1日)
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设计这个词很有意思。有些人认为设计指的是外观。当然没错,但如果你深挖这个概念,会发现它指的其实是如何运作。Mac的设计工作并不是专门针对它的外观,虽然外观是设计的一部分。Mac的设计主要是关于电脑如何工作。为了设计出真正杰出的作品,你必须懂它,必须真正深入地体验它的全部。为了真正透彻地了解一个东西,为了充分消化体会它而不是囫囵吞枣,你需要一种激情投入。大多数人不会为此花这个时间。
创造力只是把东西联系起来。如果你问有创造力的人他们是如何做到的,他们会觉得有点羞愧,因为他们并没有真的去创造,他们只是看见了某种联系,经过一段时间后,这对他们来说是显而易见的。因为他们能把以前的经历联系起来,以合成新的事物。之所以能这么做,是因为他们有过更多的经历,或者说他们对自己的经历思考的比别人多。
遗憾的是,这种过程很少能够成就一件商品。干我们这行的很多人都缺乏多种多样的经历,所以他们没有足够多的点来进行连接,最后拿出的只是非常线性的解决方案,对问题没有宽广的视角。一个人对人生经历的理解越广阔,最后的设计就越出色。(《连线》杂志(Wired),1996年2月)
best quotes on design:
'We think the Mac will sell zillions, but we didn't build the Mac for anybody else. We built it for ourselves. We were the group of people who were going to judge whether it was great or not. We weren't going to go out and do market research. 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.' [Playboy, Feb. 1, 1985]
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'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. To design something really well, you have to get it. You have to really grok what it's all about. It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it. Most people don't take the time to do that.
'Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things. And the reason they were able to do that was that they've had more experiences or they have thought more about their experiences than other people.
'Unfortunately, that's too rare a commodity. 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. [Wired, February 1996]
6.乔布斯关于生死的语录:
关于人生和其它
当海盗比加入海军更有意思。[1987年《Odyssey: Pepsi to Apple》(冒险历程:从百事到苹果)一书引用的他于1982年说的话]
年轻的时候你看着电视,以为背后有一个阴谋,电视台要合谋把我们的头脑变得更简单。但年纪大一些过后你就意识到不是这样的。人们要什么,电视台随时就给什么。这样的想法更让人沮丧。阴谋论是乐观的!你可以朝那些混蛋开火!我们可以来一场革命!但电视台实际上是随时准备满足人们的需要。这就是真相。[《连线》杂志,1996年2月]
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我相信人类是高贵的,是光荣的,其中一部分非常聪明,从这方面来讲我是一名乐观主义者。我对个体的看法非常乐观。人作为个体在本质是上好的。对于作为群体的人,我的看法就悲观一些。看到我们国家发生的事情,我仍然是极度担心。从很多方面讲,我们的国家都是世界上最幸运的地方,然而我们似乎不是很想为了自己的孩子把我们国家建设得更好。[《连线》杂志,1996年2月]
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关于……
没有谁想死。甚至想去天堂的人也不想为了去天堂而死。但死亡是我们所有人的目的地,没有谁跑掉过。本来也应该是这样,因为“死”很有可能就是“生”的最佳发明。它是“生”的变革促进者。它把旧的清理掉,为新的让路。眼下你是新的,但不久过后的某一天,你慢慢地就成了旧的,被清理掉了。很遗憾变化是如此剧烈,但这相当真实。
你的时间是有限的,所以不要把它浪费在走别人的人生道路上面。不要受教条羁绊,那是在用别人的思考成果活着。不要让他人意见的噪音淹没你内心深处的声音。最重要的是,要有勇气听从内心和直觉的召唤。它们或多或少已经知道你真正想成为一个什么样的人。其他一切都是次要的。[2005年6月在斯坦福大学(Stanford)毕业典礼上的演讲]
best quotes on life and one more thing
“It’s more fun to be a pirate than to join the navy.” [1982, quoted in Odyssey: Pepsi to Apple, 1987]
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“When you’re young, you look at television and think, There’s a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that’s not true. The networks are in business to give people exactly what they want. That’s a far more depressing thought. Conspiracy is optimistic! You can shoot the bastards! We can have a revolution! But the networks are really in business to give people what they want. It’s the truth.” [Wired, February 1996]
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“I’m an optimist in the sense that I believe humans are noble and honorable, and some of them are really smart. I have a very optimistic view of individuals. As individuals, people are inherently good. I have a somewhat more pessimistic view of people in groups. And I remain extremely concerned when I see what’s happening in our country, which is in many ways the luckiest place in the world. We don’t seem to be excited about making our country a better place for our kids.” [Wired, February 1996]
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And One More Thing
“No one wants to die. Even people who want to go to heaven don’t want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life’s change agent. It clears out the old to make way for the new. Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true.
“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 out 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.” [Stanford commencement speech, June 2005]