Life and Times of Apple's Visionary | Book Insights on Steve Jobs by Walter Isaacson
发布时间 2023-01-18 23:00:53 来源
摘要
*The story of Steve Jobs’s rise, fall and restoration at Apple resembled a Greek epic, and Walter Isaacson was fascinated by the chance to reconstruct this odyssey.
*Like the fabled Icarus, Jobs tested the limits of technology and design to soar ever higher.
*But while he took a number of nosedives – descending for a time from the heights of Apple’s leadership – he never totally crashed to Earth, but was held aloft by his imagination and peerless intuition about the future.
*That remarkable inventiveness helped Apple launch a series of planet-changing products, led by Jobs’s vision of the sublime integration of art, design, ideas and technology.
Theme 1: From Cyberpunk to 1984 Rebel - 0:29
Theme 2: Toy Story and Tinseltown Stardom - 12:03
Theme 3: Apple Renaissance - 20:23
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HEAR THE FULL INTERVIEWS MENTIONED IN TODAYS' EPISODE HERE:
Jobs, Steve. “Text of Steve Jobs' Commencement Address (2005).” Stanford News, 12 June 2017, news.stanford.edu/2005/06/14/jobs-061505/.
"Steve Jobs On Pixar Success, Hollywood & Storytelling". Youtube, 2014, https://www.youtube.com/watch?v=BiXK11naSfY. Accessed 1 Mar 2019.
"Apple - Think Different - Full Version". Youtube, 2010, https://www.youtube.com/watch?v=cFEarBzelBs. Accessed 1 Mar 2019.
Full Title: Steve Jobs
Year of Publication: 2011
Book Author: Walter Isaacson
To purchase the complete edition of this book click here: https://tinyurl.com/yc4frh4r
Book Insight Writer: Kevin Holden
Editor: Tom Butler-Bowden
Producer: Daniel Gonzalez
Production Manager: Karin Richey
Curator: Tom Butler-Bowden
Narrator: Tom Evans
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中英文字稿 
You're listening to Book Insights, brought to you by Memode, finding and simplifying the world's most powerful ideas to fit into your lifestyle. Each episode is a deep dive into a non-fiction bestseller that can change your life or make you think. In around 30 minutes, you'll learn all about a book that offers wisdom for your life, career, or business. So get ready to live and work smarter, better, and happier with Book Insights.
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Imagine for a moment that you're a master of the Cyber Universe. You've just been given the news that you have a mortal illness. What do you do? If your Apple founder Steve Jobs, you actually start to think even longer term. You get deeply involved in the planning of a new Apple campus, surrounded by Eden-like gardens and fruit trees, to shield Apple's creatives through the decades ahead. And you ask Walter Isaacson, who just published an epic biography on Einstein to chronicle your life and legacy. Jobs, who worshiped Einstein, hoped Isaacson would script an account that put jobs in a similar pantheon of greatness. While Isaacson didn't see jobs on this level, he still found him a fascinating subject, and agreed to write a biography. To write his bio, Isaacson interviewed Jobs more than three dozen times during the last two years of his life, along with more than 100 of Jobs' closest relatives and friends, colleagues, competitors, and admirers.
想象一下，你是一个网络宇宙的大师。你刚听到你得了一种致命的疾病。你会怎么做？如果你是苹果创始人史蒂夫·乔布斯，你会考虑更长远的未来。你会深度参与计划新苹果总部，被伊甸园一样的花园和果树包围，保护苹果公司的创意人才度过未来几十年。你会邀请刚出版了爱因斯坦史诗性传记的沃尔特·艾萨克森来记录你的生命和遗产。乔布斯崇拜爱因斯坦，希望艾萨克森能够把他放在同样伟大的神坛上。虽然艾萨克森没有看到乔布斯的这个水平，但他仍然觉得他是一个迷人的主题，并同意写一部传记。为了写他的传记，艾萨克森在乔布斯去世前两年多次采访了他，以及100多位乔布斯最亲密的亲戚朋友、同事、竞争对手和赞赏者。
Decades earlier, it would have been impossible to imagine this Buddhist Bohemian would one day become one of the biggest names in computing. As a young man, Jobs abandoned his college studies to seek enlightenment in the foothills of the Himalayas. Returning to California in the garb of a Buddhist pilgrim, he worked nights, troubleshooting video games, audited engineering classes at Stanford, and meditated with a Zen teacher from Japan.
几十年前，要想象这个佛教波西米亚（指生活方式非传统、追求自由与创造）有一天会成为计算机界最大的名字是不可能的。当年，乔布斯年轻的时候放弃了大学学业，前往喜马拉雅山脚下寻求启示。回到加州后，他穿着佛教朝圣者的服装，夜以继日地修理视频游戏、参加斯坦福大学的工程课程以及与一位日本禅师进行冥想。
Jobs' immersion in Zen and his love of art would combine with his engineering leaps as he formed Apple. The ingenious devices he helped create from titanium laptops to mobile music players would all follow Zen principles. But this wonderkind would be ousted from his own company due to his wild mood swings, terrible people skills, and absolute perfectionism at all costs. Isaacson charts Jobs' rise, fall, and restoration at Apple, all powered by his gifts as a technological seer.
乔布斯对禅宗的沉浸以及对艺术的热爱，融合了他的工程学成果，共同创建了苹果公司。他所创建的从钛金属笔记本电脑到移动音乐播放器的巧妙设备，都遵循着禅宗的原则。但是，由于乔布斯情绪失控、人际关系很差、追求完美的代价过高，他最终被赶出了自己的公司。艾萨克森记录了乔布斯在苹果公司的崛起、跌落和复苏，所有这些都得益于他作为技术先知的天赋。
In this book Insight, we'll follow Steve Jobs launching these world-changing revolts. First, we'll track Jobs as he shuttles between the worlds of Zen and computer Geekdom in the late 1960s and early 1970s. Second, in an era when supercomputers were viewed as tools of government control, we'll see how Jobs teamed up with a friend to create small computers aimed at giving computing power to the people. Third, after being exiled from Apple, we'll see Jobs buy a small computer imaging company from George Lucas and transform it into one of the globe's leading film studios. Fourth, we track Jobs as he remakes Apple to help shape the internet explosion, connecting explorers and creators to the expanding worlds of music and media appearing across the web. Fifth, we'll see how toward the close of his life Jobs helps design the new Apple HQ to carry the company's designers and engineers into the future. It's a symbol of his legacy as a pioneer at the intersection of the arts, design, and technology. We'll end by reviewing Jobs' impact across the spheres of computing, the web, and industrial design.
在这本名为《深度洞见》的书中，我们将跟随史蒂夫·乔布斯启动这些改变世界的革命。首先，我们将追踪乔布斯在20世纪60年代末和70年代初穿梭于禅宗和计算机极客领域之间的经历。其次，在超级计算机被视为政府控制工具的时代，我们将看到乔布斯与一位朋友合作创建小型计算机，旨在将计算能力赋予人民。第三，在被驱逐出苹果公司后，我们将看到乔布斯从乔治·卢卡斯手中收购了一家小型计算机图像公司，并将其改造成全球领先的电影制片厂之一。第四，我们将追踪乔布斯重新塑造苹果公司，帮助塑造互联网爆炸，连接探险家和创作者到出现在网络上的扩展音乐和媒体世界。第五，我们将看到在乔布斯生命接近尾声时，他帮助设计了新的苹果总部，将公司的设计师和工程师带入未来。这是他作为艺术、设计和技术交集先驱的遗产象征。最后，我们将回顾乔布斯在计算机、网络和工业设计领域的影响。
Steve Jobs was a master of radical reinvention, first of himself, and later of the technology surrounding him. He dropped out of Reed College in Northern California to go on a pilgrimage to Buddha's birthplace. When he arrived back from India, his head was shaved and wearing Indian cotton robes. His skin was turned a deep chocolate brown red from the sun. His own parents didn't recognise him. Like a comedian, he skipped across California's cultural spheres at whim. His Jobs, during a 2005 commencement speech to Stanford, describing those days.
史蒂夫·乔布斯是彻底改变的大师，首先是改变了自己，随后又改变了周围的技术。他放弃了加利福尼亚北部的里德学院，前往佛祖诞生地朝圣。当他从印度回来时，他剃光了头，穿着印度棉布袍子，因为阳光晒得他皮肤变成了深巧克力红色。他的父母都没有认出他。像个喜剧演员一样，他在加利福尼亚的文化领域里随心所欲地跳跃。他在2005年斯坦福大学的毕业典礼上描述了那些日子。
It wasn't all romantic. I didn't have a dorm room, so I slept on the floor in friends' rooms. I returned Coke bottles for the five-cent deposits to buy food with. And I would walk the seven miles across town every Sunday night to get one good meal a week at the Hari Krishna Temple. I loved it. And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on.
并不都是浪漫的。我没有宿舍，所以我睡在朋友们的房间的地板上。我会回收可乐瓶，用五分钱的押金买食物。每个星期天晚上，我会步行穿过城镇七英里去Hari Krishna Temple享用一顿美食。我很喜欢这样的生活。我通过跟随好奇心和直觉探索过的大部分事情，后来都变得无价。
Working nights at Atari, designing games for Stone Freshman, Jobs immersed himself in books on Buddhism by Japanese and Tibetan writers. He attended talks at the People's Computer Company, a free-wheeling meeting place for hackers and geeks. As a hippie, he seemed a bit out of place. He continued his spiritual search, and at one point even considered entering a Japanese monastery. The Temple of Eternal Peace. Jobs recalled, for me it was a serious search. I'd been turned onto the idea of enlightenment and trying to figure out who I was and how I fit into things. The Buddhist wisdom he gained during his quest included the realization that intuition was more powerful than intellect. He told Isaacson that it's had a big impact on his work.
乔布斯在Atari工作的晚上，为Stone Freshman设计游戏，他沉浸于日本和西藏作家创作的佛教书籍中。他参加了People's Computer Company的演讲，这是黑客和极客们自由畅所欲言的聚会场所。作为一个嬉皮士，他似乎有些不太适应。他继续他的精神探索，甚至考虑进入日本寺庙——永久和平寺。乔布斯回忆说："对我来说，这是一次认真的探寻。我被启蒙了，正在尝试弄清楚我是谁以及我如何融入这个世界。" 他在探索中获得的佛教智慧包括意识到直觉比智力更强大。他告诉艾萨克森（Isaacson），这对他的工作产生了很大的影响。
In some ways, Jobs was a microcosm of the trends swirling through society. California was the capital of counterculture, but also of the exploding tech sector. As defense technologists and chip makers converged on the West Coast, they faced off against rebellious cyberpunk and free speech activists. Surrounding them were remnants of the utopian commune founded in the 1960s. Then there were the gurus of Miriad's self-discovery movement. He and friends liked to spend time at a commune that had an apple orchard. The experience would later service in the form of a particular brand name.
从某些方面来看，乔布斯是社会潮流的微观缩影。加利福尼亚州是反文化的中心，也是蓬勃发展的科技领域的中心。随着国防技术人员和芯片制造商聚集在西海岸，他们与反叛的赛博朋克和自由言论活动家展开了对抗。周围是20世纪60年代建立的乌托邦公社的遗迹。然后是自我发现运动的领袖们。他和朋友们喜欢在一个拥有苹果园的公社里度过时间。这种经历后来以特定的品牌名称出现。
Some tech firms were viewed as invaders of the liberal coastal enclave. Isaacson writes, many in the counterculture saw computers as ominous and all-wellian, the province of the Pentagon and the power structure. For example, supercomputers were being deployed in government weapons labs to model the explosion of thermonuclear weapons, instruments of the Cold War warriors who held sway. But as jobs sought alternative routes towards utopia, some visionaries in the tech sector began proposing that computers might be co-opted by individuals as a powerful new means of free speech and creativity. In the hands of the counterculture of artists and techno-utopians, computers could become tools of radical change.
一些科技公司被视为侵略自由沿海区域的入侵者。艾萨克森写道，反文化人士认为电脑是不祥和智能化的代表，是五角大楼和权力结构的领地。例如，超级电脑被部署在政府武器实验室中，用于模拟热核武器的爆炸，这是冷战时期占主导地位的战士们使用的工具。但是，随着就业机会寻求实现乌托邦的替代途径，科技领域的一些先驱开始提出，电脑可以被个人利用作为强大的新自由演说和创意的手段。在艺术家和科技乌托邦主义者的手中，电脑可以成为激进变革的工具。
In the spirit of California's new Cyberpunk movement, jobs teamed up with his longtime friend Steve Wozniak. They wanted to create an ingenious hacking device that allowed their first clients, mostly college students, to make free calls across AT&T's worldwide network. But neither partner would be content to remain a mere hacker, both aimed to ignite a technological revolution. It was Wozniak, who, while contemplating a microprocessor, just released by Intel, had an epiphany. This miniaturized processor could make it possible to shrink the basic functions of a supercomputer onto a desktop machine. Wozniak recalls, this whole vision of a perpetual computer just popped into my head. That night, I started to sketch out on paper what would later become known as the Apple One.
按照加利福尼亚州的新赛博朋克运动的精神，乔布斯与他的老朋友史蒂夫·沃兹尼亚克合作。他们想要创造出一种巧妙的黑客装置，让他们的第一批客户（大多数是大学生）可以在AT&T的全球网络上免费通话。但是，两位合伙人都不满足于仅仅成为一个黑客，都试图引发一场技术革命。正是沃兹尼亚克，在考虑英特尔刚刚推出的微处理器时，有了一个顿悟。这个微型处理器可以将超级计算机的基本功能缩小到一个台式机上。沃兹尼亚克回忆道，整个永续计算机的愿景突然跃入我的脑海。那个晚上，我开始在纸上勾画出后来成为苹果一号的草图。
When Wozniak showed jobs of prototype, he was elated and began envisioning the future. A single computer could be linked into an expanding network of microcomputers. Jobs proposed creating a first run of these machines with a new partnership called Apple Computer. An initial order for 50 Apple One desktops set the company in motion. Apple lit the fuse of the personal computing revolution. Wozniak recalled, I was so happy to be a part of it. Jobs sold his Volkswagen to finance assembly of the first generation Apple computers. But the garage start-up sales were strong from the start. When Apple went public four years later, Jobs, then only 25, discovered he had helped build a billion dollar company. His shares in Apple were valued at $250 million.
当沃兹尼亚克向乔布斯展示原型时，他感到非常高兴，并开始展望未来。一台电脑可以连接一个不断扩展的微型电脑网络。乔布斯提出用一个名为苹果电脑的新合作伙伴创建这些机器的第一批。首批订单为50台苹果一号台式电脑，这家公司就此开始运营。苹果点燃了个人计算机革命的导火索。沃兹尼亚克回忆道：“我很高兴能成为其中的一员。” 乔布斯卖掉了他的大众汽车，用来资助第一代苹果电脑的组装。但这家车库创业公司的销售从一开始就很强劲。四年后苹果上市，那时年仅25岁的乔布斯发现他已经帮助打造了一个价值十亿美元的公司。他在苹果的股票价值达到2.5亿美元。
The reigning powers in the IT sector were alarmed by the upstart's rapid expansion. IBM launched its own personal computer. In the ensuing competition with IBM, Apple and Steve Jobs portrayed themselves as idealists and insurgents arrayed against an ominous Titan. Isaacson writes, Throughout his career, Jobs liked to see himself as an enlightened rebel, pitted against evil empires, a Jedi warrior or Buddhist samurai fighting the forces of darkness. IBM was his perfect foil.
在IT领域中，现任的强大势力对新兴企业的快速扩张感到警惕。IBM推出了自己的个人电脑。在与IBM的竞争中，苹果和史蒂夫·乔布斯将自己描绘成理想主义者和起义者，对抗一个不祥的巨头。艾萨克森写道，在整个职业生涯中，乔布斯喜欢将自己看作是一位光明叛逆者，与邪恶帝国对抗，一位绝地武士或佛教武士，与黑暗势力作战。IBM一直是他完美的反派。
Apple unveiled the first Macintosh, which launched the colorful icons and interface of visual computing that we take so for granted today. Jobs helped design a campaign that would project the battle with IBM, like an epic film on the fate of freedom. He hired Ridley Scott, who had just directed the dystopian Blade Runner, to replicate the same dark angst about a future dominated by IBM.
苹果揭示了第一台麦金塔电脑，它引领了今天我们非常理所当然的可视化计算的彩色图标和界面。乔布斯帮助设计了一场宣传战，像一部关于自由命运的史诗电影。他雇用了刚刚导演了反乌托邦电影《银翼杀手》的莱德利·斯科特，复制相同的黑暗忧虑，这是由IBM主导的未来所带来的。
The resulting mini-film, tracked a rebel running in the garb of an Olympic athlete and chased by the thought police. She hurls a sledch hammer that shatters a screen broadcasting a speech by Big Brother. With a tagline on averting the totalitarian future projected in George Orwell's novel 1984, the video was a sensation. The film, which generated news coverage across America, also reflected Jobs' mastery of the media.
制作出来的小电影跟随一名反抗者，他身穿一身奥林匹克运动员的服装，并被思想警察追赶。她投掷了一把重锤，砸烂了一块大兄弟正在播出的屏幕。在标语中，警示人们要防止乔治·奥威尔小说《1984》中描绘的极权主义未来，这个视频引起了轰动。这部电影在美国各地获得了新闻报道，同时也反映了乔布斯对媒体的掌控能力。
Virtually every declaration he made about the future would be transmitted into glowing magazine and newspaper articles. Let's break for now. But before we go, let's recap what we've learned. We've tracked the early years of Steve Jobs.
几乎他所做的每个未来声明都会被传递到发光的杂志和报纸文章中。现在暂停一下。但在我们走之前，让我们回顾一下我们所学到的。我们追踪了史蒂夫·乔布斯的早年。
After a life-altering India trip and some early jobs in the technology field. Jobs partnered with Steve Wozniak to produce hacking products. Wozniak dreamed up personal computers and Jobs soon developed a billion dollar company. To position Apple as good-hearted rebels amongst a cold corporate field, Jobs hired hotshot filmmaker Ridley Scott to make the famous 1984 short film commercial.
在一次改变人生的印度之行和科技领域的几份早期工作之后，乔布斯与史蒂夫·沃兹尼亚克合作开发了黑客产品。沃兹尼亚克想出了个人电脑的概念，而乔布斯很快发展出了一个价值十亿美元的公司。为了将苹果定位于一个良心叛逆的企业领域，乔布斯聘请了炙手可热的电影制片人里德利·斯科特拍摄了著名的1984年短片广告。
When we pick up next time, we'll learn about the start of a tiny animation studio. Enjoying this episode of Book Insights? If so, people listening and learning. There's a collection of over 100 titles you can read or listen to now at memodeapp.com slash insights. We're continuing our look into the authorised Steve Jobs' biography. Diagnosed with terminal cancer, Jobs contracted popular biographer Walter Isaacson to cover his life's journey.
下次我们继续，会了解一个小型动画工作室的起源。喜欢这集的“书籍见解”吗？如果是的话，那些正在听并学习的人。现在在memodeapp.com/insights上可以阅读或听取超过100种书籍。我们正在继续探索被授权的史蒂夫·乔布斯传记。诊断出晚期癌症后，乔布斯聘请了著名传记作家沃尔特·艾萨克森来记录他的生命旅程。
Last time, we heard about Jobs' early years. From an upstart ZenHacker, Jobs developed Apple with Steve Wozniak into a billion dollar personal computer company. Now we'll talk about Toy Story and Tinseltown Stardom.
上一次，我们听说了乔布斯的早年经历。作为一个初出茅庐的“禅宗黑客”，乔布斯与史蒂夫·沃兹尼亚克一起开创了苹果公司，把它发展成了一个价值数十亿美元的个人电脑公司。现在，我们将讨论《玩具总动员》和好莱坞明星的故事。
Gliding ever higher in the mind space of fame, Jobs built a constellation of friendships with musicians, artists, and global piece activists. The Apple inventor, who idolised the Beatles as a youth, befriended Yoko Ono, and jetted into New York to give Sean Lennon a Macintosh for his birthday. Mesmerised by the machine, Pop Art Star and Warhol abandoned the party to begin playing with the computer's painting tools. Despite Jobs' status as an icon of Apple's repel culture, Apple ultimately banished him.
乔布斯在名声的心灵空间中越来越高地滑翔，与音乐人、艺术家和全球和平活动家建立了友谊网络。这位热爱披头士乐队的苹果发明家与小野洋子成为朋友，并飞往纽约为肖恩·列侬的生日送上了一台麦金塔电脑。被这台机器充满魅力，波普艺术之星沃霍尔放弃了聚会并开始使用电脑上的绘画工具。尽管乔布斯被视为苹果公司“排斥文化”的偶像，但最终苹果公司将他驱逐出境。
Like one of his heroes in art, Michelangelo, Jobs combined a fiery artistic temperament with an intense drive to constantly reach new heights in design. But Apple's board, furious with delays triggered by his endless redesigns of a new Macintosh, finally forced him out of the company. Jobs was devastated. Spending time in Europe, he wondered where it had all gone wrong.
像他在艺术中的英雄之一，米开朗基罗一样，乔布斯将炽热的艺术气质与不断追求设计新境界的强烈动力相结合。但苹果董事会对他无休止的重新设计新款麦金塔电脑引起的延误感到愤怒，最终将他赶出了公司。乔布斯备受打击。在欧洲度过一段时间后，他想知道一切何时出错了。
Returning to the US, Jobs realised he still had some love for the computer industry. He discovered that filmmaker George Lucas wanted to sell his computer graphics division, which generated 3D images for the first Star Wars films. The Lucas Workshop developed a sophisticated imaging computer and software to produce super-real animated clips. But its technology was so advanced that were few players in the market who understood how to exploit it, or could afford the $125,000 price tag. Steve Jobs fell in love with the computer, paid $10 million for the workshop and renamed it Pixar.
回到美国后，乔布斯意识到他仍然对计算机行业有所热爱。他发现电影制片人乔治·卢卡斯想要出售他的计算机图形部门，该部门为第一部《星球大战》电影生成了3D图像。卢卡斯工作室开发了一种复杂的图像计算机和软件，可以产生超真实的动画。但是它的技术是如此先进，以至于市场上很少有玩家了解如何利用它，或者能够负担得起12.5万美元的价格标签。史蒂夫·乔布斯爱上了这台计算机，花费了1000万美元购买了工作室，并将其改名为皮克斯。
Pixar's artist produced a series of short animations, but initially only to plug the firm's hardware and software potential. The tiny group of animators was headed by John Lasseter, whose quest for artistic perfection rivaled Jobs'es. Lasseter immersed himself in Walt Disney's films and set out to surpass the classic animations created at Disney Studios.
Pixar的艺术家们制作了一系列短动画，但最初只是为了展示公司的硬件和软件潜力。这个小团队的动画师由约翰·拉塞特领导，他的艺术追求不亚于乔布斯。拉塞特深入研究了沃尔特·迪士尼的电影，并试图打破迪士尼工作室所创造的经典动画的极限。
Over the following years, with only sporadic sales of Pixar's software and computers, Jobs would be forced to pump $50 million into the operation, but he always protected his animation artists. Isaacson writes, it had become for him a little island of magical artistry that gave him deep emotional pleasure, and he was willing to nurture it and bet on it. He also had an intuition that combining great art and digital technology would transform animated films.
在接下来的几年里，由于皮克斯软件和电脑的销售只是零星的，乔布斯不得不投入5000万美元来支持这个项目，但他总是保护动画艺术家。艾萨克森写道，这对他来说已经变成了一个魔幻艺术的小岛，给他带来了深刻的情感愉悦，他愿意去培养它并为它打赌。他也有一种直觉，认为将伟大的艺术和数字技术结合起来将会改变动画电影。
Here's Jobs talking about Pixar's potential. And even though Pixar is the most technologically advanced studio in the world, John has a saying that's really stuck, which is no amount of technology will turn a bad story into a good story. When Pixar's mini-film, Tin Toy, won an Academy Award, it showed Hollywood and the world the potential power of computer-generated films. But the studio was still on the brink of bankruptcy. Then the Pixar team created a storyboard for a fantastic feature-length animation called Toy Story.
这是乔布斯谈论Pixar的潜力。尽管Pixar是世界上技术最先进的工作室，但约翰有一句话真的很有影响力，即技术无法把一部糟糕的故事变成好故事。当Pixar的迷你电影《锡质玩具》赢得奥斯卡奖时，它展示了电脑生成电影的潜在威力。但该工作室仍处于破产的边缘。随后，Pixar团队创建了一个名为《玩具总动员》的奇妙的长篇动画的故事梗概。
Although Jobs loved the idea, Pixar didn't have the $30 million needed to make the film. So he approached Disney Studios, which already purchased an array of Pixar computers to co-produce Toy Story. The heads of Disney agreed, but because they put up most of the money to make the film, they dominated the partnership.
乔布斯喜欢这个想法，但皮克斯没有3000万美元来制作这部电影。因此，他找到了迪士尼工作室，该工作室已经购买了一系列皮克斯计算机来共同制作《玩具总动员》。迪士尼的负责人同意了，但由于他们提供了大部分制作电影所需的资金，所以他们掌控了这个合作伙伴关系。
Toy Story turned out to be a blockbuster, recouping its entire investment in its first weekend of American screenings, and generated glowing reviews across the US media along with an Academy Award. As Pixar burned through tens of millions of dollars, Jobs considered selling the film.
《玩具总动员》最终成为一部巨型热门电影，在美国的首映周末就收回了全部投资，并在美国媒体上获得了热评和奥斯卡奖项。随着皮克斯公司燃烧了数千万美元，乔布斯考虑将这部电影出售。
Instead, he began planning an initial public offering or IPO. His timing of Pixar's stock offering, a week after Toy Story's stormed American cinemas, was brilliant. Pixar became the biggest IPO of the year and its share price skyrocketed in the first day of trading.
相反，他开始计划首次公开募股或IPO。他在《玩具总动员》席卷美国影院的一周后推出Pixar的股票，时间非常巧妙。Pixar成为当年最大的IPO，股价在首次交易日飙升。
Isaacson writes, by the end of the day, the shares he had retained were worth an astonishing $1.2 billion. Armed with Toy Story's astounding success, Jobs quickly renegotiated a more equal partnership with Disney. This highlighted Pixar's role as the main creative force in future joint productions.
艾萨克森写道，到了当天结束时，他所持有的股份价值惊人地达到了12亿美元。凭借《玩具总动员》的惊人成功，乔布斯很快就与迪士尼重新谈判，达成了更加平等的合作伙伴关系。这突显了皮克斯在未来联合制作中的主要创意力量作用。
With his reinvention of Pixar from a small graphics workshop into one of the world's leading animation studios, Jobs showed he was still superb at building and nurturing centres of creative talent. That power would speedily attract the attention of the leaders of Apple Computer, which had gone into decline in the years of his absence.
乔布斯将皮克斯从一个小型图形工作室重新打造成为世界领先的动画制作公司，显示出他在建立和培养创意人才中依然非常出色。这种能力很快引起了苹果电脑公司领导人的注意，那些年缺乏乔布斯的苹果电脑公司已经开始萎靡不振。
While transforming Pixar, Jobs had also created a new company called Next. Next designed leading-edge computers aimed at universities. Jobs' extreme perfectionism manifested at Next, as it had at Apple.
在改变皮克斯的同时，乔布斯还创建了一家名为Next的新公司。Next设计了面向大学的领先计算机。乔布斯的极端完美主义也在Next得到了体现，就像在苹果公司一样。
Brightly coloured robots in a futuristic workshop assembled circuit boards that would animate computers in the shape of perfect cubes, all powered by next-generation chips. The only thing was, the new software developed for the avant-garde operation pushed the price for Next Computers higher and higher. Jobs' perfectionism was making the machines too costly for many potential buyers.
在未来主义工作坊里，鲜艳的彩色机器人组装电路板，这些电路板能够让完美立方形状的计算机动起来，全部由下一代芯片驱动。唯一的问题是，为超前的操作开发的新软件将Next Computers的价格推高了。乔布斯的完美主义正在使机器对许多潜在的买家变得太昂贵。
At the same time, Apple, which sorely missed Jobs' design vision, was searching for an acquisition target that could instantly provide an advanced operating system and a turnaround in its fortunes. Apple's board quickly approved an agreement to purchase Next, with Jobs slated to rejoin the firm as a part-time advisor.
同时，苹果公司由于缺乏乔布斯的设计眼光而苦苦寻找一个收购目标，能够立即提供先进的操作系统以及扭转其命运。苹果公司的董事会迅速批准了收购Next的协议，乔布斯也被指定重新加入该公司作为兼职顾问。
Apple's takeover of Next provided the perfect opening for Jobs to reconquer the outfit he created two decades earlier. In Trojanhor's fashion, he began positioning his lieutenants throughout Apple's leadership, then named himself CEO. He replaced the entire board of directors with his own candidates.
苹果公司收购 Next 为乔布斯提供了完美的机会，重新掌控他二十年前创建的这家公司。乔布斯采取“特洛伊木马”的方式，开始将他的下属安排到苹果的管理层中，并取名为CEO。他用自己的候选人替换了整个董事会。
Will pause for now. Before we go, let's recap. Jobs' dominating presence and lack of personality skills pushed Apple to fire its co-founder. Lost and confused, Jobs purchased Lucasfilm tech and slowly nurtured this into Pixar, a powerhouse animation studio from its first theatrical release, Toy Story. This contributed to Apple acquiring Jobs' follow-up tech business Next, and his eventual climb back into Apple's top spot.
现在暂停一下。在我们离开之前，让我们复盘一下。乔布斯过于强势，缺乏个人技能，这促使苹果开除了他的联合创始人。失去方向和糊涂的乔布斯购买了卢卡斯影业的技术，并逐渐将其培育成为强大的动画制作公司——从第一部院线上映的《玩具总动员》开始。这有助于苹果收购乔布斯的后续技术企业Next，并最终让他爬回苹果的顶层。
We'll conclude next time with how Apple turned around its sharp decline into becoming the prime example of innovation. Enjoying this episode of Book Insights? If so, keep listening and learning. There's a collection of over 100 titles you can read or listen to now at memodeapp.com slash insights. That's m-e-m-o-d-a-p-p.com slash insights.
下次我们将结束讲解如何苹果公司将其严重衰退扭转成为创新的典范。喜欢这一集《读书笔记》吗？如果是的话，请继续倾听和学习。在 memodeapp.com/insights 上，有超过100本书可以阅读或听取。这是 m-e-m-o-d-a-p-p.com/insights。
We'll be concluding our look into the life of Steve Jobs, as told by best-selling biographer Walter Isaacson. Last time, we've gone over Apple's firing of Jobs, followed by Jobs, founding animation studio Pixar. Apple re-hired Jobs as a consultant after acquiring his college targeting tech company. Next, we'll now cover Apple's rise to becoming the leading innovative company. We'll end by reflecting on Jobs' legacy.
我们将结束对史蒂夫·乔布斯生平的探索，这是由畅销传记作家沃尔特·艾萨克森讲述的。上一次，我们回顾了苹果公司解雇乔布斯，接着乔布斯成立了动画工作室皮克斯。在苹果公司收购了他的面向大学的科技公司后，重新聘请乔布斯担任顾问。接下来，我们将探讨苹果公司崛起成为领先创新公司的过程。最后，我们将回顾乔布斯的遗产。
Jobs began developing a product strategy that aimed to captivate the digital artists, website creators, and start-up publishers of the new economy, with a generation of stunning computers. Jobs' aim was to help transform individuals worldwide into filmmakers, music producers, and publishers, with the Apple Computer acting as an increasingly sophisticated arts production centre.
乔布斯开始制定一个产品战略，旨在通过一代惊人的电脑，吸引数字艺术家、网站创作者和新经济中的初创出版商。乔布斯的目标是通过苹果电脑，帮助全世界的个人变成电影制作人、音乐制作人和出版商，让它成为越来越复杂的艺术制作中心。
Recalling the 1984 campaign, he helped craft a new ad that would restore Apple's image as an avant-garde force for cultural change. immense posters featuring Einstein, Gandhi, John Lennon, the Dalai Lama and Picasso, were plastered across major boulevards from Hollywood to Hong Kong.
回顾1984年的竞选活动，他帮助制作了一则新广告，旨在恢复苹果公司作为文化变革的先锋力量的形象。巨大的海报上印有爱因斯坦、甘地、约翰·列侬、达赖喇嘛和毕加索的形象，遍布从好莱坞到香港的主要大道。
They were accompanied with an Apple logo and the line, think different. With the iconic figures drawn from Jobs' own pantheon of heroes, he co-wrote the script for the parallel video, which would be broadcast worldwide via the web. Here's a clip.
它们伴随着一个苹果标志和“think different”的口号。以乔布斯自己崇拜的标志人物为灵感，他和其他人共同编写了这个平行视频的剧本，它会通过网络在全球范围内播出，以下是其中一段片段。
Here's to the crazy ones. The misfits, the rebels, they push the human race forward. The people who are crazy enough to think they can change the world are the ones who do.
这是给那些疯狂的人的。那些不合群的人，那些反叛者，他们推动着人类前进。那些疯狂到认为自己可以改变世界的人，才是真正改变世界的人。
Jobs remade Apple to evolve with the exploding use of the web. By the start of the new millennium, more than half a billion people were online. Web-based file sharing services, developed for scientists, were adapted into peer-to-peer networks that allowed people across the planet to trade music tracks. Aiming to ride the trend, Apple released the first generation iPod, a small Zen-like music player that could hold up to a thousand songs.
乔布斯改造了苹果，以适应网络的爆炸性使用。到新千年初，有超过五亿人在线。为科学家开发的基于Web的文件共享服务被改编成点对点网络，使全球人民可以交换音乐曲目。为了跟上这一趋势，苹果发布了第一代iPod，这是一台小巧的音乐播放器，可以存储多达一千首歌曲，同时还具有禅宗般的外观。
The iTunes software that launched a few months later helped transform Apple computers into music, download and recording stations. People could load their iPods with music, gathered across the web. After a US appeals court ruled in 2001 that music sharing site Napster violated American copyright laws, by allowing members to freely exchange music tracks.
几个月后推出的iTunes软件有助于将苹果电脑转变为音乐、下载和录制站。人们可以从网络上收集音乐并将其加载到iPod中。2001年，美国上诉法院裁定音乐分享网站Napster违反了美国版权法，允许会员自由交换音乐曲目之后，情况发生了变化。
Some technology analysts predicted the demise of the iPod. But the iTunes store was designed to stay on the right side of the law. Jobs reasoned that worldwide peer-to-peer trading that generated no royalties could destroy musicians, and presented this argument to music fans across the globe. It worked, and iTunes became the planet's biggest distributor of digital music.
一些技术分析师预测iPod的消亡。但是iTunes商店被设计成合法运营。乔布斯认为全球免版税的点对点交易可能会破坏音乐家的生存，他向全世界的音乐迷阐述了这个观点。这一策略奏效了，iTunes成为了全球最大的数字音乐分销商。
As sales of iPod sawed, Jobs headed a secret project aimed at miniaturizing the basic functions of a laptop into a small, super light computer. It would include a web browser, music player and cell phone, inside a glowing Zen Minimalist case embossed with the Apple logo. Launched in 2007, the iPhone would become the world's most advanced mobile computer to watch YouTube videos, flip through Wikipedia and communicate with friends via messaging.
随着iPod销售量的下降，乔布斯领导了一个秘密项目，旨在将笔记本电脑的基本功能迷你化为一个小巧，超轻的计算机。它将包括一个网页浏览器、一个音乐播放器和一个手机，在一个闪耀着苹果商标的光芒四射的禅宗极简主义外壳中。 iPhone于2007年发布，成为世界上最先进的移动计算机，可以观看YouTube视频，翻阅维基百科并通过短信与朋友们交流。
As tens of millions of Apple fans began using the iPhone to scan web-based editions of the New York Times, Wired or Time. Their publishers were blasted by the Internet Revolution's fallout. As print subscriptions plummeted, they still provided online articles for free, moving like sleepwalkers toward a financial precipice.
当数千万苹果粉丝开始使用iPhone扫描《纽约时报》、《连线》或《时代》的网络版时，这些出版商遭到了互联网革命的冲击。随着印刷订阅量的下降，他们仍然免费提供在线文章，像行走着的梦游者一样向着财务悬崖前进。
Jobs flew into New York to offer a solution. Meeting with the leaders of the New York Times and Time, he proposed that they offer digital subscriptions via the iTunes store while limiting free online access to their web editions. He explained, I would love to help quality journalism, we can't depend on bloggers for our news. We need real reporting and editorial oversight more than ever. So I'd like to find a way to help people create digital products where they can actually make money.
乔布斯飞往纽约提供方案。他会见了《纽约时报》和《时代》杂志的领导人，并提议他们通过iTunes商店提供数字订阅服务，同时限制免费在线访问他们的网络版。他解释道：“我很想帮助高质量新闻业，我们不能依赖博客园提供新闻。我们比以往更需要真实的报道和编辑监督。因此，我想找到一种帮助人们创造数字产品的方法，让他们真正赚钱。”
He wanted to throw a lifeline to the New York Times, whose survival he thought was important to the country. As it started constructing a guarded digital gateway to the newspaper, the Times launched a subscription option through iTunes, which helped shield its future.
他希望向《纽约时报》投出救生圈，他认为这对国家很重要。当它开始建立加密的数字门户到报纸时，时报推出了通过iTunes的订阅选项，这有助于保护它的未来。
iTunes would evolve into a world spanning media, music and education marketplace of contending media and ideals. The software was pebbled by traditional giants alongside web-based startups, later joined by film studios and book publishers. iTunes gave musicians, magazines and film studios a showcase to present their creative advances to a worldwide audience. This likely helped them survive in a web era populated by peer-to-peer networks and sophisticated digital replication technology.
iTunes将发展成一个全球涵盖媒体、音乐和教育市场的竞争性媒体和理念体系。软件受到传统巨头和基于网络的初创公司的竞争压力，后来又加入了电影工作室和书籍出版商。iTunes为音乐家、杂志和电影工作室提供了一个展示他们的创意进展给全世界观众的平台。这可能有助于他们在一个充斥着点对点网络和精密数字复制技术的网络时代中生存下来。
Most people think of the iPhone itself as Jobs' greatest achievement, forgetting that it was the iTunes ecosystem that really made the device useful and powerful for its users.
大多数人认为iPhone本身才是乔布斯最伟大的成就，但却忘记了真正使设备有用且强大的是iTunes生态系统。
It became clear that Jobs' particular form of pancreatic cancer couldn't be reversed. He raced to craft his last great work, a Silicon Valley oasis that housed Apple's designers and engineers into the future. Jobs gave the job to Pritzker Pricewinner Norman Foster, whom he viewed as the best architect on the planet. Through 2010, he reviewed plans and models in provided direction and feedback. The structure would be so vast, he boasted, it could surround the Vatican's St Peter's Square.
很明显，乔布斯患的那种胰腺癌是无法逆转的。他在竭力打造他最后的杰作，一个庇护苹果设计师和工程师们未来的硅谷绿洲。乔布斯把这个工作交给了普利兹克奖获得者诺曼·福斯特，他被认为是全球最好的建筑师。直到2010年，他审查了提供的计划和模型，并提供了指导和反馈。这个建筑将如此巨大，他炫耀说，它可以环绕梵蒂冈的圣彼得广场。
Jobs exclaimed, it's like a spaceship has landed, as he unveiled the futuristic design for the local city council. With a super light structure balanced on curved glass panels, the project almost appears to float. Viewed from the air, it looks like the rotating space station that orbits the Earth in Stanley Kubrick's film, 2001 a space odyssey.
乔布斯发出惊叹声：“这就像一艘太空飞船降落了！”他向当地市议会展示了未来主义设计。这个项目具有超轻的结构，平衡在曲面玻璃面板上，几乎看起来是漂浮着的。从空中观察，它看起来像史坦利·库布里克电影《2001太空漫游》中绕地球轨道旋转的空间站。
Inside Apple, Jobs always pushed his designers and engineers to view themselves as artists. He'd tell them, we're really shooting for Museum of Modern Art quality. This became a self-fulfilling prophecy. When New York's Museum of Modern Art began collecting Apple's computers as symbols of the new Zentech design aesthetic, with it doesn't models entering the permanent collection.
在苹果内部，乔布斯总是鼓励他的设计师和工程师把自己看作艺术家。他会告诉他们，我们真的要追求现代艺术博物馆的品质。这成为了一个自我实现的预言。当纽约现代艺术博物馆开始收藏苹果电脑作为新禅设计美学的象征时，其中的某些型号进入了永久收藏品。
Pre-eminent among Apple's designers was Johnny Ive. Ive was a Brit who fully understood that the way something is manufactured is as important as how it looks and performs. The object had to have purity and seamlessness. This design sense, bringing art to technology, would separate the iMac iPod iPhone and the iPad from the rest of the computer market, turning Apple into the most valuable company in the world.
苹果公司的设计师中，约翰尼·艾夫是首屈一指的。艾夫是一位英国人，充分理解制造方式和外观性能同等重要。物品必须具有纯净和无缝性。这种将艺术融入技术的设计理念，将iMac、iPod、iPhone和iPad与其他电脑市场区分开来，将苹果公司变成了世界上最有价值的公司。
On the engineering side, Jobs was a co-creator of myriad Apple Leaps in computing technology, and is listed as one of the inventors of more than 200 Apple patents in the US. Yet he once stated that tech companies don't understand creativity. They don't appreciate intuitive thinking. I'm one of the few people who understands how producing technology requires intuition and creativity, and how producing something artistic takes real discipline. Isaacson wrote a coder for Smithsonian Magazine after Steve Jobs was published. Key wrote, Many Jobs Special, sometimes even a genius, was his fiery instinct for beauty and his talent for creating it. And because of that, he was able to build a company that became the greatest force for innovative design and the best proof of its importance in our time.
在工程领域，乔布斯是无数苹果计算技术飞跃的共同创造者，并被列为美国200多项苹果专利的发明人之一。然而，他曾经说过技术公司不理解创造力，不欣赏直觉思维。我是少数几个能理解生产技术需要直觉和创造力，生产艺术品需要真正的纪律性的人之一。艾萨克森在史蒂夫·乔布斯出版后为史密森杂志撰写了一篇文章，他写道：“乔布斯的许多独特之处，有时甚至可以说是天才，是他对美的炽热本能和创造美的才能。正是因为这个，他能够建立起一个成为创新设计最强大力量，并在我们这个时代，成为最好的其价值的证明的公司。”
Visionaries are often difficult people, and Jobs was no exception. People couldn't cope with his withering scorn, massive temper, and general, I know best outlook. On the other hand, many Apple staffers maintained that their years under Jobs were the best in their career. His esoteric sense of mission didn't make Apple an easy place to work, but the mission was deeply inspiring.
有远见的人通常很难相处，乔布斯也不例外。他的嘲讽、暴躁性格和总是以自己为中心的态度让人很难应对。另一方面，很多苹果员工认为在乔布斯领导下度过的岁月是他们职业生涯中最好的时光。虽然乔布斯独特的使命感使苹果成为一个不易工作的地方，但这个使命感却深深地激励着人们。
Before we end, let's go over everything we've learned. Jobs started his career as a Zen cyberpunk, developing hacking tech with his partner Steve Wozniak. Wozniak dreamed up personal computers, and they created Apple computers. Apple fired Jobs, but then re-hired him after he developed animation giant Pixar. Upon his return, Jobs developed technology that has come to define the modern world, iTunes, iPod, and iPhone, to name the biggest names.
在我们结束前，让我们回顾一下我们所学的一切。乔布斯开始他的职业生涯是作为一个禅宗赛博朋克，与他的搭档史蒂夫·沃兹尼亚克一起开发黑客技术。沃兹尼亚克梦想着个人电脑，他们创造了苹果电脑。苹果公司解雇了乔布斯，但在他开发出动画巨头皮克斯之后，又重新雇用了他。回到公司后，乔布斯开发出了现代世界最具代表性的技术，包括iTunes、iPod和iPhone等。
Andy Hertzfeld, who worked on the first Mac, said of Jobs, He thinks there are a few people who are special, people like Einstein and Gandhi and the gurus he met in India, and he's one of them. Jobs's wish to make a dent on the universe was partly to do with his premonition that he wouldn't live a long life. He talked at length with Isaacson about his time in India and his thoughts on reincarnation. Jobs said he wanted to believe that the individual soul lives on through an endless odyssey across the ages.
安迪·赫茨菲尔德曾参与第一台Mac的开发，他谈到乔布斯时说，他认为有一些人是特别的，比如爱因斯坦、甘地和他在印度学习的导师们，而他自己就是其中之一。乔布斯希望在宇宙中留下一个印记，部分是因为他有预感自己不会活得太久了。他和艾萨克森谈了印度时光和对转世的看法。乔布斯说他希望相信个体灵魂可以永远旅行，穿越岁月的无尽征程。
At any rate, Jobs certainly lives on in his products, platforms, and the way he brought stunning design to a tech industry that seemed unable to think beyond a grey plastic boxes. Here's Jobs again from his Stanford commencement speech. I decided to take a calligraphy class, it was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating. None of this had even a hope of any practical application in my life. But ten years later, when we were designing the first Mac and Tosh computer, it all came back to me, and we designed it all into the Mac. It was the first computer with beautiful typography. Jobs didn't just make our everyday lives better. He made it more beautiful.
无论如何，乔布斯在他的产品、平台和他带给科技行业的惊人设计中继续活着，这个行业似乎无法超越灰色塑料箱子的思维方式。这里再次引用乔布斯在他斯坦福大学毕业典礼上的讲话。我决定上一门书法课，它非常美丽，历史悠久，在艺术上有一种科学无法捕捉的微妙之处，我发现它很迷人。在我生活中，这一切都没有希望实际应用。但十年后，在我们设计第一台Mac和Tosh电脑时，它们全都重新涌现在我脑海中，我们将它们都融入了Mac中。这是第一台拥有美丽排版的电脑。乔布斯不仅让我们的日常生活变得更好，还让它更美丽。
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