史蒂夫_乔布斯_改变世界的梦想家

2023年12月1日发(作者：四川省国税局)

Classics名篇名人名篇名人他是一位富有远见卓识的创业者，对电子业的未来发展具有超凡的洞察力；他是一位卓越的管理者，以坚定的信念和创新的精神引领企业缔造了一个个不朽传奇；他是一位执着的理想主义者，如虔诚的教徒般固执于对完美的追求；他是一位坚定的梦想家，为践行改变世界的梦想倾尽热情与心力。史蒂夫·乔布斯，这个曾被自己创建的苹果王国放逐11年之久却从未言弃、凭借勇气与创新终又东山再起的商界传奇，究竟还会带给世界多少震撼与惊喜？Steve Jobs:Master of of InnovationInnovationMaster

史蒂夫·乔布斯：改变世界的梦想家◎ By John H. Ostdick

译 / 辛献云可下载MP3The American business success collective has volumes of examples of visionaries who have met pressing

societal needs or created rich new markets. Among tho pages, Jobs is a tutelary1), a rough-about-the-edges2)

company founder who has rattled3) the world,

在美国成功的商业人士中，富有远见卓识者不计其数，他们有的满足了迫切的社会需求，有的创造出了新的财富市场。在这些人当中，乔布斯堪称“公司的保护神”，是一位有不足之处但瑕难掩瑜的公司创始人，曾让世界为之震惊。在动荡时期，他曾被驱逐出自己一手创办的王国，而后又重返苹果，救其于狂澜之中，并将苹果事业推向一个新的高度。过去34年来，他纠正了因贪多求大而误入歧途的失误，扫清了竞争路途上的障碍，克服了最近健康上的问题，最终改变了人们工作、沟通和娱乐的方式。在被苹果放逐11年之后，他于1996年卷土重来，力挽苹果于倾覆，推出了iPod和iPhone等迅速成名的产品，巩固了他作为“消费性科技产品之圣人”的名头。2009年11月，他被《财富》杂志评为“十年最佳CEO”，该杂志评价说，历史将会铭记这位“永无止境地追求新机遇的人”，他探求“新的机遇，前进路上的任何障碍都无法阻止他前行”。was banished from the kingdom he built during

tumultuous4) times, and then returned to rescue and

take Apple to loftier heights. During the past 34 years,

he has overcome ambitious missteps, competitive

obstacles and recent health issues to change the way

people work, communicate and entertain themlves.

Since rejoining Apple in 1996 after an 11-year exile, he

has rescued it from near collap, introduced meteoric5)

products such as the iPod and iPhone, and cemented

his role as the oracle of consumer tech gadgetry. In

naming Jobs “CEO of the Decade” in November 2009,

Fortune magazine said history will remember him as “an

individual who relentlessly pursued new opportunities,”

chasing “new possibilities without being deterred by

whatever obstacles he encountered.”

New NewOrOieenttala EEnngglliisshh34

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New Oriental English34Classics名篇名名篇名名篇名人篇名篇名人Apple SeedsJobs and Wozniak met in 1970; Wozniak was 21 and

Jobs 16. Northern California’s Santa Clara Valley (pre-Silicon Valley), where Jobs and Wozniak grew up, was

a churning place for engineers and their ilk, fueled by

Lockheed6)’s booming defen business. Computing power

was confi ned to gigantic7), expensive machinery outside the

realm of most business.

Wozniak worked for Hewlett-Packard and Jobs at Atari

as they scrambled with their groundbreaking work. He and

Wozniak met regularly at informal Homebrew Computer

Club meetings where locals compared notes and ideas in the

bubbling information technology pool.

On April Fools’ Day in 1976, Wozniak, Jobs and Jobs’

former Atari colleague Ron Wayne signed papers forming

Apple Computer. Wayne resigned 12 days later becau he

decided the financial risk was too great. It was Wozniak’s

brilliance and Jobs’ dogged determination that were the

engines. Jobs scavenged8) for parts and hounded “Woz” to

finish the Apple I and then the Apple II, which Wozniak

single-handedly designed. It ignited the personal-computer

revolution in 1977.播下苹果的种子1970年，乔布斯与沃兹尼亚克相遇，当时乔布斯16岁，沃兹尼亚克21岁。他们都是在北加利福尼亚州的圣克拉拉谷(硅谷的前称)长大，这里是工程师及其同行的“修炼场”，而洛克希德公司红火的国防贸易更是为“修炼场”加大了火力。其时计算机的计算能力仅限于在既昂贵又庞大的机器上实现，而大多数企业都与这种机器无缘。当时，沃兹尼亚克在惠普公司工作，乔布斯则在雅达利，他们一边工作一边筹划自己开拓性的事业。他和沃兹尼亚克经常在“家酿计算机俱乐部”的非正式见面会上碰头。在见面会上，当地的与会人员经常谈论新技术层出不穷的IT界，对比和交流信息技术方面的想法与观念。1976年的愚人节那天，沃兹尼亚克、乔布斯以及乔布斯以前在雅达利的同事罗恩·韦恩一起签署文件，创办了苹果电脑公司。但韦恩在12天后就退出了，因为他认为这种投资风险太大。只是由于沃兹尼亚克的聪明才智和乔布斯近乎固执的坚持，公司才有了发展的动力。乔布斯四处收集零部件，在他不厌其烦的督促和激励下，“沃兹”完成了第一代和第二代苹果电脑的设计——设计全由沃兹尼亚克一人搞定。由此，苹果引发了1977年的个人电脑革命。A Devastating FalloutIn 1985, tensions between Sculley9) (who joined Apple

as president and chief executive officer in 1983) and Jobs

about the direction of the company culminated in Jobs trying

to oust10) Sculley in a palace coup. It failed, and Sculley

stripped the founder of all his operational responsibilities.

By September, Jobs was gone. Jobs sold his Apple stock.

Bloodied but not beaten, Jobs recovered from the very high-profi le exit.“I was lucky—I found what I loved to do early in life,”

Jobs said during the Stanford commencement address. “Woz

and I started Apple in my parents’ garage when I was 20.

We worked hard, and in 10 years Apple had grown from just

the two of us in a garage into a $2 billion company with over

4,000 employees. We had just relead our fi nest creation—the Macintosh—a year earlier, and I had just turned 30. And

then I got fi red.“How can you get fi red from a company you started?

Well, as Apple grew we hired someone who I thought was

毁灭性的打击1983年，斯卡利加入苹果，成为苹果公司的总裁和首席执行官。1985年，乔布斯和斯卡利在公司发展方向的问题上产生分歧，关系紧张，这种紧张关系在乔布斯试图发动一场“宫廷政变”将斯卡利驱逐出局时达到顶点。最终，乔1.

2.

3.

4.

5.

6.

7.

8.

9.

tutelary [5tju:tIlErI]

n. 守护神rough about the edges：尚未完善，有缺点但有潜力rattle [5rAtl]

vt. 使颤动出声tumultuous [tju5mQltjuEs]

adj. 喧嚣的，骚乱的meteoric [7mi:tI5CrIk]

adj. 迅速成功(名)的Lockheed：洛克希德公司，美国飞机与导弹制造公司gigantic [dVaI5^AntIk]

adj. 巨大的，庞大的scavenge [5skAvIndV]

vi. 从废物中提取Sculley：指美国商界名人约翰·斯卡利。他于1970~1977年间担任百事可乐公司的副总裁职务，于1977年升为百事可乐公司总裁。而在1983年他离开百事可乐，转而出任苹果公司总裁，后于1995年离开苹果公司。10. oust [aust]

vt. 驱逐NewNeNew Oriental Englishw OrOrieentaall EEngglilisshh35

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35Classics名篇名名篇名名篇名人篇名人篇very talented to run the company with me, and for the fi rst

year or so things went well. But then our visions of the

future began to diverge and eventually we had a falling

out11). When we did, our board of directors sided with12)

him. So at 30 I was out. And very publicly out. What had

been the focus of my entire adult life was gone, and it was

devastating.”Jobs talked about how he thought about fleeing the

valley becau of his very public failure, but he slowly

realized he still loved what he did. He decided to start over.布斯的“宫廷政变”以失败告终，斯卡利剥夺了这位公司创始人所有的管理权。9月，乔布斯离开了苹果。他卖掉了自己所有的苹果股份。这一打击让乔布斯伤痕累累，但并未一蹶不振，他很快从这次备受关注的离职事件中恢复过来。“我很幸运——在年轻时就找到了自己喜欢做的事情。”乔布斯在斯坦福大学毕业典礼上的演讲中如此说道。“20岁时，我和沃兹在我父母的车库里创办了苹果公司，我们工作很努力。十年之内，苹果公司从一个仅有两名员工和一间车库办公室的小公司发展为一个拥有20亿美元资产和四千多名员工的大公司。在我离职前的一年，我们刚刚推出了苹果创造的最优秀产品——麦金托什机，那年我刚满30岁。然后紧接着，我被解雇了。”“一个人怎么可能被自己一手创办的公司解雇呢？想当年，苹果公司越做越大，我们就聘用了一个我认为有能力和我一起经营公司的人，在大约一年左右的时间里，一切还算顺利。可接着，我们在公司未来发展的问题上出现了分歧，结果闹翻了。闹翻之后，董事会站在了他那一边。于是，在我30岁时，我被迫出局，而且是在众人的高度关注之下出局。一直以来被我视为成年后整个生命中最重要的东西突然之间不在了，这对我来说是致命的打击。”乔布斯谈道，由于这次众人皆知的失败，他曾想过逃离硅谷。但他逐渐意识到，他仍然深爱着自己所干的事业。他决定东山再起。A New Day“I didn’t e it then, but it turned

out that getting fi red from Apple was

the best thing that could have ever

happened to me. 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.”Jobs started NeXT Computer Inc., which failed in its

attempt to ll elegant, expensive black computers to the

business market, and by 1993, shifted its focus to the sale

and development of its NextStep operating system. In 1986,

however, Jobs stepped deeply into the entertainment world

when he purchad the Pixar computer animation studios

from George Lucas for less than $10 million, and then

immerd himlf in13) this new then, Jobs’ work got faster and more furious. By

1993, Sculley resigned from a beleaguered14), battered Apple.

Disney relead Pixar’s first movie, Toy Story, in 1995, which

was an astounding success and leap forward in animation

quality. In December 1996, Apple bought NeXT for $430

million in a move full of intrigue, bringing Jobs back into the

fold. By September, 1997, Jobs became iCEO (interim15)), and

returned the company to profi tability by January 1998.11.

12.

13.

14.

15.

16.

fall out：闹翻，离队side with：与(某人)站在同一边，和(某人)抱同样的见解immer ... in：使沉浸在，使专心于beleaguer [bI5li:^E]

vt. 围困，困扰interim [5IntErIm]

adj. 临时的pancreatic [7pANkrI5AtIk]

adj. 胰腺的新的开始“我当时并没有意识到这一点，但事实证明，被苹果解雇可能是我所遇到的最幸运的事。摆脱了成功带来的沉重压力，我感受到再次成为新人的轻松自在——不必对每件事都那么确信。这使我能够放开手脚，进入到我生命中最富创造性的阶段之一。”乔布斯创办了NeXT电脑公司，试图向商业市场出售外形雅致、价格昂贵的黑色电脑，结果以失败而告终。1993年，该公司转而将其注意力集中在NextStep操作系统的销售和研发上。而事实上，早在1986年，乔布斯就以不到一千万美元的价格从乔治·卢卡斯手中收购了皮克斯电脑动画工作室，由此一脚踏入娱乐世界的腹地，开始全身心地投入到这项新的工作中。此后，乔布斯的事业突飞猛进，势如破竹。1993年，斯卡利离开了危机四伏的苹果，留下了一个烂摊子。1995年，迪斯尼推出了皮克斯工作室的第一部电影《玩具总动员》，获得了惊人的成功，动画质量也更上一层楼。1996年12月，苹果以4.3亿的价格收购了NeXT，这一收购背后的故事曲折New NewOrOieenttala EEnngglliisshh36

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New Oriental English36Classics名篇名名篇名名篇名人篇名篇名人The ComebackOne of the fi rst things Jobs did upon his return was to

pack up all the company’s papers and old machines and nd

the materials to Stanford University for archiving.“[We] cleared out the cobwebs and said, ‘Let’s stop

looking backward here,’ ” Jobs explained at the 2007

conference. “It’s all about what happens tomorrow. Becau

you can’t look back and say, ‘Well, gosh, you know, I wish

I hadn’t gotten fired, I wish I was there, I wish this, I wish

that.’ It doesn’t matter. Let’s go invent tomorrow rather than

worrying about what happened yesterday.”When Apple launched its first iMac in 2001, its

personal-computer market share had dwindled to 2 percent. In

2001, Apple introduced the landscape-changing iPod, iTunes

and its OS X 10.0 operating system, signifying its return as a

champion innovator. Apple, once again, proved that reports of

its demi were greatly exaggerated. In a strategy shift, Apple

also opened its fi rst retail store in Maclean, Va.“Jobs gave a speech once, where he talked about, in a

certain n, ‘We [Apple] build the products that we want to

u ourlves,’ ” Microsoft’s Gates said in 2007. “He’s really

pursued that with incredible taste and elegance that has had a

huge impact on the industry. And his ability to always come

around and fi gure out where that next bet should be has been

phenomenal.”Jobs returned to the top of the business world, but life

held another challenge for him. His diagnosis, treatment and

recovery from pancreatic cancer in 2004 reinforced his

will to be, in co-founder Wozniak’s words, a “move-the-world-forward” visionary.16)复杂，乔布斯也因此重返他的“老巢”。1997年9月，乔布斯成为苹果的iCEO(临时CEO的戏称)，并于1998年1月使苹果扭亏为盈。王者归来乔布斯归来之后所做的第一件事就是将公司所有的文件和旧机器一起打包，送到斯坦福大学存档。“(我们)将这些过去沉积的‘蜘蛛网’清除干净，然后说：‘我们不要总是沉湎于过去。’”乔布斯在2007年大会上解释说。“重要的是明天将会如何。因为你不能总是回首过去，然后大呼，‘噢，天哪，你知道，要是当初我没被解雇就好了，我真希望当时自己没有离开这里，但愿这样或那样就好了。’这样说毫无意义。我们应该放手去创造明天，而不是为昨天发生的一切懊悔。”2001年，苹果推出第一代iMac机的时候，它在个人电脑市场所占的份额已经萎缩到2%。2001年，苹果公司推出了具有里程碑意义的iPod、iTunes产品以及OS X 10.0操作系统，标志着苹果重新回归其创新世界的领军地位。苹果又一次证实了那些宣称“苹果已死”的报道是多么夸大其词、荒诞不经。随着战略的转移，苹果也建立了自己的第一家零售店，地点在弗吉售店地点在弗吉尼亚州的麦克林。“乔布斯曾经做过一次演讲，其中说过大概这样的话：‘我们(苹果)要生产的产品必须是我们自己想要使用的产品。’”微软公司的盖茨2007年这样说道。“他的确以令人难以置信的品味和优雅致力于实现这种追求，这对业界产生了巨大的影响。此外，他总是能够算计出自己下一步该把宝押在什么地方，这种能力的确非凡。”乔布斯重返商业世界之巅，但却遭遇了人生的又一挑战。2004年，他被确诊患了胰腺癌。在治疗和康复的过程中，他有了一个更强烈的愿望，用他的合伙创始人沃兹尼亚克的话来说，就是做一个“推动世界前进”的梦想家。“Follow Your Heart”“Have the courage to follow your heart and intuition.

They somehow already know what you truly want to

become. Everything el is condary.” Jobs recounted in

the Stanford address in 2005, Apple introduced the iPod Nano, the Video

iPod and the iPod Shuffle. In January 2006, Jobs sold the

award-winning Pixar group to the Walt Disney Co. for about

$7.4 billion in Disney stock. In 2007, Apple launched the

iPhone, followed by its Apps store in 2008. Tho products

“跟着心灵走”在2005年斯坦福大学毕业典礼的演讲中，乔布斯详细叙说了如下观点：“要有勇气跟着自己的心灵和感觉走。心灵和感觉非常清楚你到底想做一个什么样的人。别的一切都不重要。”2005年，苹果推出了iPod Nano MP3播放器、iPod视频播放器和iPod Shuffle超小型数码播放器。2006年1月，乔布NewNeNew Oriental Englishw OrOrieentaall EEngglilisshh37

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37Classics名篇名篇名名名篇名人篇人vaulted17) Apple from turmoil into one of the world’s largest

and most respected companies.

“Steve Jobs is a singular persona in our culture,” says

NewDealDesign’s founder Amit. “He, more than anyone

el, made utilitarian18) digital technology merge into a rich

cultural experience. Without him, most of the tech world

would have relegated culture to a decorative role, rather than

a substantive element of product and rvice innovation. His

impact is so profound on our culture, our way of thinking

and our approach to smart technology, that I would consider

him one of the most infl uential cultural creators of the past

century.”斯将多次获奖的皮克斯工作团队出售给迪斯尼公司，获得价值74亿美元的迪斯尼股票。2007年，苹果推出了iPhone，紧接着，2008年，又建立了自己的应用软件商店。这些产品的推出，使苹果从一个烂摊子一跃成为世界上最大、最受人尊敬的公司之一。“史蒂夫·乔布斯在我们的文化领域是一个独树一帜的人物，”NewDealDesign设计公司的创始人阿米特说，“是他把注重实用的数字技术和丰富的文化体验结合起来，在这一点上，他比任何人都强。没有他，技术世界多半只会把文化贬为修饰性的点缀，而不是具有实质意义的产品元素和服务创新。他深刻地影响了我们的文化、思维方式以及研发智能技术的方法，我认为他是上个世纪最具影响力的文化创造者之一。”Redrawing BoundariesEntrepreneur and author Guy Kawasaki had two stints19)

with Apple (1983~1987, 1995~1997) as a company

“evangelist20)” or product super-advocate. Though no longer

connected to the company, he remains a product loyalist and

obrver. Kawasaki maintains it is Jobs’ extraordinary vision

that allows Apple to keep redrawing industry—and modern

culture’s—boundaries. “Jobs is a magnetic21) pitchman who lls his ideas

with a flair22) that turns prospects23) into customers and

customers into evangelists,” writes Carmine Gallo, who is a

communication skills coach.“Over and over again he has turned his eye and his

energy—and at times, it has emed, his entire being—to what might be gained by creating a new offering or

taking an unorthodox strategic path,” Harvard Business

taking an unorthodSchool professor and author Nancy F. Koehn wrote in

School professor aFortune in 2009.

Fortune in 2009. “When Bill and I first met each other and

“When Billworked together in the early days, generally, we

worked togethwere both the youngest guys in the room,” he

were both thsaid during that 2007 joint appearance with

said duringGates. “And now, I’m the oldest guy in the

Gates. “Aroom most of the time. And that’s why I

room mlove being here.”Three years later, Jobs hasn’t

gotten any younger, but arguably the

gottebiggest innovator of his generation

biggclearly plans to keep stirring the 重划边界企业家、作家盖伊·川崎曾两度在苹果公司供职(1983~1987，1995~1997)，是苹果公司的“传道者”和苹果产品的超级拥护者。尽管现在已和苹果公司毫无瓜葛，他仍然是一个苹果迷，时刻关注苹果产品。川崎坚持认为，正是因为乔布斯非凡的远见卓识，才使得苹果能够重新界定工业——以及当代文化——的边界。“乔布斯是一个魅力十足的推销员，他善于推销自己的观点，能够把路人变成顾客，把顾客变成义务宣传员。”沟通技能培训师卡米恩·加罗这样写道。“一次又一次，他把目光、精力，有时甚至是全部身心都投入到某项事业中，这样的事业有时需要创造出新的产品，有时则需要另辟蹊径。”哈佛商学院教授南希·F·克恩于2009年在《财富》杂志撰文时如是说。在2007年那次和比尔·盖茨同时亮相的会议上，乔布斯说：“在最初的日子里，我和比尔初次见面和共事的时候，我们俩通常是房间里最年轻的人。而现在，多数时候，我成了房间里年纪最大的人。也正是因为这一点，我才喜欢待在这里。”三年后，乔布斯丝毫没有变得更年轻，但我们有证据可以表明，在同时代人中，他是最伟大的创新者。很显然，他还在筹划着继续让世界为之轰动。17.

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vault [vC:lt]

vt. 使一跃而成名，使一跃而至utilitarian [7ju:tIlI5teErIEn]

adj. 功利主义的，实用主义的stint [stInt]

n. 任期evangelist [I5vAndVIlIst]

n. 福音传道者magnetic [mA^5netIk]

adj. 有磁性的，有吸引力的 eE]

n. 天资，才能；特殊的才干flair [flprospect [5prCspekt]

n. 可能的顾客NeNew OOrriieennttaall EEnggliish38

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New Oriental English38