Steve Jobs holding a small staff meeting in Sept 23, 1997
发布时间 2018-08-06 09:22:15 来源
Good morning. We're up till three o'clock last night finishing this advertising up and I want to show it to you in a minute. See what you think of it. I've been back about eight to ten weeks and we've been working really hard. And what we're trying to do is not something really high-falute and we're trying to get back to the basics. We're trying to get back to the basics of great products, great marketing and great distribution. And I think that Apple has pockets of greatness but in some ways has drifted away from doing the basics really well.
早上好。昨天晚上我们熬夜到凌晨三点，终于完成了这个广告，我想马上给你看看。看看你有什么看法。我回来大概有八到十周了，我们一直在非常努力地工作。我们想做的不是那些高大上的事情，而是回归基础。我们想回到优秀产品、优秀营销和优秀分销的基本原则上。我认为苹果公司在某些方面非常优秀，但在某种程度上已经偏离了把基础工作做好。
So we started with the product line. We looked at the product roadmap going out for a few years and we said a lot of this doesn't make sense. And it's way too much stuff and there's not enough focus. And so we actually got rid of 70% of the stuff on the product roadmap. I mean, I couldn't even figure out the damn product line after a few weeks. I kept saying, what is this model? How does this fit? And I started talking to customers and they couldn't figure it out either.
所以，我们从产品线开始着手。我们查看了未来几年的产品规划，发现很多东西并不合理，而且内容太多，缺乏重点。所以，我们实际上删减了产品规划中70%的内容。说实话，我在研究了几周后，仍然搞不清楚整个产品线。我不断问自己，这个型号是什么？它有什么作用？于是我开始和客户交流，他们也搞不明白。
So you're going to see the product line get much simpler and you're going to see the product line get much better. And there's some new stuff coming out that's incredibly nice. In addition, we've been able to focus a lot more on the 30% of the gems and add some new stuff in that is going to take us in some whole new directions. So we are incredibly excited about the products. And I think we're really thinking differently about the kinds of products we have to build. And the engineering team is incredibly excited.
所以，你会看到我们的产品线变得更简单，而且产品质量会更好。还有一些非常棒的新产品即将推出。此外，我们还更加专注于那30%的核心产品，并加入了一些新元素，这将引领我们进入全新的方向。因此，我们对这些产品感到非常兴奋。我认为我们在重新思考应该打造的产品种类。而且我们的工程团队也非常激动。
I mean, I came out of the meeting with people that had just gotten their projects canceled and they were three feet off the ground with excitement because they finally understood where in the heck we were going. And they were really excited about the strategy. And the same way we, I think, have not been as we have not kept up with innovations in our distribution. I'll give you an example. I'm sure it was talked about this morning. But we've got anywhere from two to three months of inventory in our manufacturing supplier pipeline and about an equal amount in our distribution channel pipeline.
我的意思是，我刚刚从一个会议出来，那些项目刚被取消的人竟然兴奋得好像在空中飘三尺，因为他们终于明白了我们到底要去往何处。他们对我们的策略感到非常激动。同样的，我们在分销方面的创新上没能跟上步伐。给你举个例子，我确信今天早上已经谈到过这个问题。我们的制造商供应链里大约有两到三个月的库存，而我们的分销渠道里也有差不多同样多的库存。
So we're having to make guesses for five, six months in advance about what the customer wants. And we're not smart enough to do that. So what we're going to do is get really simple and start taking inventory out of those pipelines. So we can let the customer tell us what they want and we can respond to it super fast. And you're going to see us be doing a lot of things like that today is just the first of many things we're going to be doing with you.
我们不得不提前五六个月猜测客户想要什么，但我们没有足够的智慧来做到这一点。所以我们要简化流程，开始减少库存，这样我们就能让客户告诉我们他们想要什么，并快速响应。你会看到我们做很多这样的事情，而且今天只是我们将要和你们一起做的许多事情的开始。
So we're going to be not only I think catching up to where the best of the best are in distribution, but we're going to actually be innovating and be breaking some new ground, I think, in the coming several months. And I'm pretty excited about that as well in the distribution manufacturing side of things. And that gets us to the marketing side of things. To me, marketing is about values. This is a very complicated world. It's a very noisy world. And we're not going to get a chance to get people to remember much about us. No company is.
所以，我们不仅会赶上当前分销领域的顶尖水平，还将真正实现创新，开创一些新局面。我对此非常期待，尤其是在分销和制造方面。而这也涉及到我们的市场营销。对我来说，营销关乎价值观。在这个复杂而嘈杂的世界里，我们没有太多机会让人们记住我们，没有任何公司能做到这一点。
And so we have to be really clear on what we want them to know about us. Now, Apple, fortunately, is one of the half a dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony. It is one of the greats of the greats, not just in this country, but all around the globe. And, but even a great brand needs investment and caring if it's going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years.
因此，我们必须明确地让他们知道我们希望他们了解哪些关于我们的信息。幸运的是，苹果是全球数一数二的顶级品牌之一，与耐克、迪士尼、可口可乐和索尼齐名。它不仅在美国，在全球范围内都是最优秀的品牌之一。但是，即便是这样一个优秀的品牌，如果想保持其影响力和活力，仍然需要投入和呵护。而苹果品牌显然在过去的几年里在这方面遭受了一些忽视。
And we need to bring it back. The way to do that is not to talk about speeds and feeds. It's not to talk about MIPS and megahertz. It's not to talk about why we're better than Windows. The dairy industry tried for 20 years to convince you that milk was good for you. It's a lie, but they tried anyway. And the sales were going like this. And then they tried got milk and the sales were going like this. And the milk doesn't even talk about the product. The product focuses on the absence of the product.
我们需要找回市场。实现这个目标的方法不是讨论速度和性能，也不是谈论MIPS和兆赫兹，更不是比较我们和Windows哪个更好。奶制品行业花了20年试图说服你牛奶对你有好处，但这是个谎言，即便如此他们还是努力了。然而销量并没有增长。然后他们推出了“有没有牛奶”这句广告，销量就开始大幅上升。而这个广告甚至没有讨论产品本身，而是关注当产品缺失时带来的影响。
But the best example of all. And one of the greatest jobs of marketing in the universe is ever seen as Nike. Nike sells a commodity. They sell shoes. And yet when you think of Nike, you feel something different than a shoe company. No, they don't ever talk about the products. They don't ever tell you about their air soles and why they're better than re-boxed air soles. What does Nike do in their advertising? They honor great athletes and they honor great athletics. That's who they are. That's what they are about.
但最好的例子，以及宇宙中最伟大的营销之一，就是耐克。耐克出售的是一种商品——鞋。然而，当你想到耐克时，你的感觉与对一家鞋类公司的印象截然不同。不，他们从不谈论产品，也不会告诉你他们的气垫鞋为何优于其他品牌。耐克在广告中做了什么？他们向伟大的运动员致敬，向卓越的体育精神致敬。这就是他们的身份，也是他们的宗旨。
Apple spends a fortune on advertising. You'd never know it. You'd never know it. When I got here, Apple just fired the agency. They were doing a competition with 23 agencies that, you know, four years from now would have picked one. And we blew that up and we hired Shite Day. The ad agency that I was fortunate enough to work with years ago. We created some award-winning work including the commercial vote of the best ad ever made in 1984. By advertising professionals.
苹果在广告上花费巨资，但你几乎感觉不到。当我到这里时，苹果刚刚解雇了他们的广告公司，并组织了一场有23家广告公司参与的比稿，可能需要四年时间才能选出一家。我们打破了这种僵局，聘用了Chiat/Day广告公司。这家广告公司我多年前有幸与他们合作过。我们创造了一些获奖作品，包括1984年被广告专业人士评选为有史以来最佳广告的商业广告。
And we started working about eight weeks ago. And what we, the question we asked was, our customers want to know who is Apple and what is it that we stand for? Where do we fit in this world? And what we're about isn't making boxes for people to get their jobs done. Although we do that well. We do that better than almost anybody in some cases. But Apple's about something more than that. Apple at the core, its core value, is that we believe that people with passion can change the world for the better. That's what we believe.
我们大约在八周前开始工作。我们问的一个问题是，我们的客户想了解苹果是谁，我们代表什么？我们在这个世界中的定位是什么？我们不是仅仅为了帮助人们完成工作而制造设备。虽然我们在这方面表现出色，甚至比其他几乎所有人都要好。但是，苹果追求的不止于此。苹果的核心价值是，我们相信充满激情的人可以让世界变得更好。这就是我们的信念。
And we've had the opportunity to work with people like that. We've had an opportunity to work with people like you, with software developers, with customers who have done it. In some big and some small ways. And we believe that in this world. People can change it for the better. And that those people that are crazy enough to think they can change the world are the ones that actually do. And so what we're going to do in our first brand marketing campaign in several years is to get back to that core value.
我们曾有机会与那样的人合作。我们有机会与像你这样的人合作，和软件开发人员以及有成功经验的客户合作。不论是大事还是小事。我们相信，在这个世界上，人们有能力让世界变得更美好。而那些疯狂到认为自己能改变世界的人，确实是那些真正做到的人。因此，在经过数年后，我们的第一个品牌营销活动将回归这一核心价值观。
A lot of things have changed. The markets are totally different placed than it was a decade ago. And Apple's totally different. And Apple's placing it is totally different. And believe me, the products and the distribution strategies and the manufacturing are totally different. And we understand that. But values and core values. Those things shouldn't change. The things that Apple believed in at its core are the same things that Apple really stands for today. And so we wanted to find a way to communicate this.
很多事情都发生了变化。市场与十年前完全不同。苹果公司也完全不同了，苹果所处的位置也完全不一样了。相信我，产品、分销策略和制造方式都发生了巨大变化。而我们理解这一点。但核心价值观是不应该改变的。苹果公司最核心的信念，即便到今天，依然是苹果所坚持的。因此，我们想找到一种方式来传达这一点。
And what we have is something that I am very moved by. It honors those people who have changed the world. Some of them are living. Some of them are not. But the ones that aren't, as you'll see, you know that if they ever used the computer, it would have been a Mac. And you know. The theme of the campaign is think different. It's the people honoring the people who think different and who move this world forward. And it is what we are about. It touches the soul of this company.
我们拥有的这个作品让我非常感动。它致敬那些改变了世界的人们。其中一些人还在世，而一些人已经不在了。但你会发现，那些已经去世的人，如果他们使用过电脑，一定是用的Mac。你知道的，这次活动的主题是“不同凡想”。它是向那些以不同方式思考并推动世界前进的人们致敬。这也是我们的使命。这触动了我们公司的灵魂。
So I'm going to go ahead and roll it. And I hope that you feel the same way about it I do. Here's to the crazy ones. The misfits, the rebels, the troublemakers, the round pegs in the square holes. The ones who see things differently. They're not fond of rules and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. Not the only thing you can do is ignore them. Because they change things. They push the human race forward.
我要继续并推动这一计划。我希望你也能有和我一样的感受。致敬那些疯狂的人：那些特立独行者、反叛者、麻烦制造者、与众不同者。那些以不同角度看待事物的人。他们不喜欢规则，也不尊重现状。你可以引用他们的话，与他们争论，赞美或诋毁他们。但唯一无法做到的就是忽视他们。因为他们改变了世界，他们推动了人类的进步。
And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world. Are the ones who do. So that puts it out there. And that puts us out there saying this is who we are. This is what we stand for. I don't know if you like it. Good. I know that some people will criticize us for not talking about all those things about why we have better plug and play. But we've got to let people know who Apple is and why it's still relevant in this world. And I think this will do a pretty good job.
有些人可能把他们视为疯子，但我们却看到了天才。因为那些疯狂到认为自己能改变世界的人，正是那些真的会改变世界的人。这就是我们要表达的。这也是我们要说的：这就是我们的身份，这就是我们的立场。我不知道你是否喜欢，好吧。有些人可能会批评我们没有谈论所有关于为什么我们具有更好即插即用功能的事情。但我们必须让人们知道苹果是谁，以及它为何在当今世界仍然重要。我认为这样做会效果不错。
We are breaking this campaign this Sunday in a rather poetic way. The wonderful world of Disney is restarting on ABC. And the first thing they're showing this Sunday night, I believe it's at 7 o'clock, is the network premiere of Toy Story. And we're going to have two 60-second spots. This commercial will run twice once in the first hour and once in the second hour. We are then going to break some newspaper ads in the journal, the Times, the Mercury, the Examiner, USA Today, really stating the manifesto, the words.
我们将在本周日以一种颇具诗意的方式启动这项活动。迪士尼的奇妙世界将在ABC重新开始播放。据我所知，本周日晚7点，他们将首次在电视网播出《玩具总动员》。我们将在这期间播放两个60秒的广告，分别在第一小时和第二小时各播放一次。接下来，我们将在期刊、《泰晤士报》、《水星报》、《考察报》和《今日美国》等报纸上刊登一些广告，主要传达我们的宣言和理念。
And then I'm going to show you what's going to break within two weeks. We've got some phenomenal prints. This ad will run throughout most of October on television. And we're breaking some phenomenal print within a few weeks, mostly on the back covers of magazines, some on the inside. We've got some incredible billboards. And we're even painting some giant walls in about five or six major cities. Before I show you this stuff, I want to let you know that in this day and age to use any of these people, whether alive or dead, you need major permission from them, either themselves, if they're alive or there are states representatives, if they're dead.
然后，我将向您展示将在两周内发布的内容。我们有一些非常出色的印刷品。这则广告将在十月份大部分时间内在电视上播放。我们将在几周内发布一些非常出色的印刷品，大多在杂志的封底，一些在内页。我们还有一些惊人的广告牌。我们甚至会在五六个大城市里涂绘一些巨大的墙面。在我向您展示这些东西之前，我想告诉您，在现代社会中，无论使用活着还是去世的这些人物，都需要获得他们的重大授权：如果他们还活着，就要得到他们本人的许可；如果他们已经去世，则需要得到他们遗产管理人的许可。
Almost all of these people have never appeared in an advertisement before and never would until we ask them. I mean, I got permission from Yoko Ono a few days ago to use John. And it's been an incredibly moving experience for me that these people, both living and dead, their states have felt so strongly about Apple, that they were willing to let us do this. I don't think there is another company on earth that could have done this campaign. And that to me is something very special.
几乎所有这些人以前从未出现在广告中，直到我们邀请他们。我是说，几天前我刚刚获得小野洋子的许可，可以使用约翰·列侬的形象。对我来说，这是一次非常感动的经历。这些人，无论生者还是逝者，他们的家人对苹果有如此强烈的认同感，因此愿意让我们这样做。我认为地球上没有其他公司能够做到这样的宣传活动。对我来说，这是非常特别的。
So I got a videotape here of some of the print and the outdoor stuff. And if we could just run that, I want you to get a feel for that. This is an example of a print ad. You might see in the back of a magazine. This was an image owned by Time Warner that they've never released before. Martha Graham. Thomas Edison. Alfred Hitchcock. You can't see it on the video, but these images are just stunning. Look at this outdoor Muhammad Ali. All this stuff is going up in the next two weeks.
所以我这儿有一些印刷品和户外广告的视频。如果我们能播放一下，我希望你们能感受一下。这是一个印刷广告的例子，你可能会在杂志的后面看到。这是一张时代华纳拥有、但从未发布过的图片。玛莎·葛兰姆、托马斯·爱迪生、阿尔弗雷德·希区柯克。你在视频中看不太清楚，但这些图像真的非常惊艳。看看这个户外广告上的穆罕默德·阿里。所有这些将在接下来的两周内展示。
You know that is Rosa Parks. There will be five buses running around, five major cities like that. So that's what we're doing. We've been working pretty hard to wrap this up the last few days and nights, but it's the best work I've seen in an awful long time. I think it's the best work Apple has ever done. Advertising is not everything. We've got some incredibly exciting product announcements coming up soon. Some incredibly exciting things in general are going to be happening over the next 90 to 120 days.
“你知道，那是罗莎·帕克斯。将会有五辆这样的巴士在五个主要城市运行。这就是我们正在做的事情。过去几天和几个晚上我们一直在努力完成这个工作，但这是我很长一段时间以来见过的最好的工作。我觉得这是苹果公司有史以来最好的一次成就。广告并不是一切。我们即将宣布一些令人非常兴奋的产品。在接下来的90到120天里，一些令人激动的事情即将发生。”
I really deeply appreciate all of the commitment that's in this room and with the people not in this room, the turning is coming around. This company is absolutely going to turn around. As a matter of fact, I think the question now is not, can we turn around Apple? I think that's the booby prize. I think we make Apple really great again. Thank you for your time. Thank you.
我非常感谢这里的每一位和不在这里的每一位的付出和承诺。我们的转机即将到来。这家公司一定会好转。事实上，我认为现在的问题不再是我们能否让苹果公司好转。我认为这只是个起步奖，我们会让苹果公司再次辉煌。感谢你们的时间。谢谢。