Name: 賈伯斯：簡化再簡化，清晰再清晰！— 1997年9月23日 (Steve Jobs - Get Much Simpler, Be Really Clear - Sept. 23, 1997)
Uploaded: 2026-02-22T22:21:30.000Z
Duration: 5 min 28 s

to 不定詞

We were up till 3 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.

我們昨晚弄到三點才把這個廣告做完，等一下想給你們看看，聽聽你們的意見。

I've been back about eight to 10 weeks and we've been working really hard.

我回來大概八到十週了，我們一直很努力地工作。

And what we're trying to do is not something really highfalutin.

我們想做的不是什麼很了不起的事情。

We're trying to get back to the basics of great products, great marketing and great distribution.

我們想回到做好產品、做好 marketing、做好 distribution 的基本面。

And I think that Apple has pockets of greatness, but

我覺得 Apple 有一些很棒的地方，但

in some ways has drifted away from doing the basics really well.

在某些方面，它已經偏離了把基本功做好的初衷。

We looked at the product roadmap going out from 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.

我們看了接下來幾年的 product roadmap，然後我們覺得很多東西不合理，東西太多了，而且不夠專注。

And so we actually got rid of 70% of the stuff on the product roadmap.

所以我們砍掉了 product roadmap 上 70% 的東西。

I couldn't even figure out the damn product line.

我連那該死的 product line 都搞不清楚。

After a few weeks I kept saying, what is this model?

幾週後我一直問，這個型號是什麼？

And I started talking to customers and they couldn't figure it out either.

然後我開始跟客戶聊，他們也搞不清楚。

And so you're going to see the product line get much simpler and you're going to see the product line get much better.

所以你會看到 product line 變得更簡單，也會變得更好。

And there's some new stuff coming out that's incredibly nice.

而且有些新東西出來，真的非常棒。

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.

此外，我們能更專注於那 30% 的精華，並加入一些新東西，這將帶領我們走向全新的方向。

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.

所以我們對這些產品感到非常興奮，我想我們對我們必須打造的產品種類有了很不一樣的想法。

And the engineering team is incredibly exciting.

而且 engineering team 也讓人非常興奮。

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.

我覺得，我從會議出來，那些專案剛被取消的人，他們興奮得不得了，因為他們終於搞懂我們到底要去哪裡了，而且他們對這套 strategy 感到非常興奮。

In the same way we, I think, have not been as we have not kept up with innovations in our distribution.

同樣地，我覺得我們在 distribution 的 innovations 上，一直沒有跟上。

I'm sure it was talked about this morning.

我相信今天早上大家都有聊到。

But you know, 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.

不過你知道，我們的 manufacturing supplier pipeline 有兩到三個月的 inventory，我們的 distribution channel pipeline 也有差不多一樣的量。

So we're having to make guesses 4, 5, 6 months in advance about what the customer wants and we're not smart enough to do that.

所以我們得提前四、五、六個月去猜測客戶想要什麼，但我們沒那麼聰明做得到。

I don't think Einstein is smart enough to do that.

我覺得愛因斯坦也沒那麼聰明做得到。

So what we're going to do is get really simple and start taking inventory out of those pipelines.

所以我們要做的，就是變得非常簡單，開始從這些 pipeline 裡把 inventory 拿掉。

So we can let the customer tell us what they want and we can respond to it super fast.

這樣我們就能讓客戶告訴我們他們想要什麼，然後我們就能超快速地回應。

And you're going to see us be doing a lot of things like that.

你會看到我們做很多類似這樣的事情。

Today is just the first of many things we're going to be doing with you.

今天只是我們要跟你一起做的許多事情的開端。

So we're going to be not only, I think, catching up to where the best of the best are in distribution, but

所以我們不只會迎頭趕上 distribution 領域的頂尖水準，

we're going to actually be innovating and be breaking some new ground, I think, in the coming several months.

我覺得在接下來的幾個月裡，我們還會不斷 innovations，開創新的局面。

And I'm pretty excited about that as well, in the distribution, manufacturing side of things.

對於 distribution 和 manufacturing 方面，我也很期待。

And that gets us to the marketing side of things.

對我來說，marketing 就是關於價值。

And we're not going to get a chance to get people to remember much about us.

我們沒有太多機會讓大家記住我們。

And so we have to be really clear on what we want them to know about us.

所以我們必須非常清楚，我們希望大家記住我們的什麼。

Now, Apple, fortunately, is one of the half a dozen best brands in the whole world.

幸運的是，Apple 是全球數一數二的頂尖品牌之一。

Right up there with Nike, Disney, Coke, Sony.

跟 Nike、Disney、Coke、Sony 並駕齊驅。

It is one of the greats of the greats, not just in this country, but

而是全世界最頂尖的品牌之一。

But even a great brand needs investment and caring if it's going to retain its relevance and vitality.

但即使是頂尖品牌，也需要投資和用心經營，才能保持其相關性和活力。

And the Apple brand has clearly suffered from neglect in this area in the last few years, and

顯然，過去幾年 Apple 品牌在這方面遭受了疏忽，

The way to do that is not to talk about speeds and feeds.

做到這點的方法不是談論速度和規格。

It's not to talk about mips and megahertz.

It's not to talk about why we're better than Windows.

也不是說我們為什麼比 Windows 好。

The dairy industry tried for 20 years to convince you that milk was good for you.

酪農業花了 20 年想說服你牛奶對你有益。

And then they tried Got Milk and the sales have gone like this.

接著他們試了「Got Milk」這個活動，銷售就變成這樣了。

Got Milk doesn't even talk about the product.

「Got Milk」根本沒談論產品本身。

Matter of fact, it focuses on the absence of the product.

事實上，它聚焦在沒有產品的狀態。

one of the greatest jobs of of marketing the universe has ever seen, is Nike.

也是有史以來最成功的 marketing 之一，就是 Nike。

And yet when you think of Nike, you feel something different than a shoe company in their ads, as you know, they don't ever talk about the products.

然而，當你想到 Nike 時，你會覺得跟一般的鞋子公司不一樣，因為你知道，他們在廣告裡從來不談論產品。

They don't ever tell you about their air soles and why they're better than Reebok's air soles.

他們從來不會告訴你他們的氣墊有什麼厲害，或是為什麼比 Reebok 的氣墊好。

那 Nike 在他們的廣告裡做什麼呢？

They honor great athletes and they honor great athletics.

他們頌揚偉大的運動員，他們頌揚偉大的運動精神。

You'd never know it, you'd never know it.

你絕對不會知道，你絕對不會知道。