Name: 賈伯斯 1997 年 9 月 23 日召開小型員工會議！ (Steve Jobs holding a small staff meeting in Sept 23, 1997)
Uploaded: 2026-02-22T22:26:55.000Z
Duration: 16 min 2 s

祈使句型

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.

我們昨天晚上弄到三點才把這個廣告弄完，我等一下想給你們看，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特別高深的學問。

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

我們想回歸做出很棒的產品、很棒的行銷和很棒的經銷這些基本功。

And I think that Apple has pockets of greatness, but

我認為 Apple 在某些方面很出色，但

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

在某些方面卻漸漸偏離了把基本功做好。

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.

我們看了未來幾年的產品藍圖，然後我們說，這些東西很多都說不通，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.

所以我們真的砍掉了產品藍圖上 70% 的東西。

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

我是說，我連那該死的產品線都搞不清楚。

我一直在問，這個模型是什麼？

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.

所以你會看到產品線變得簡單很多，也會看到產品線變得更好。

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，我們也更能專注於那 30% 的精華，並加入一些新東西，這會帶我們走向全新的方向。

So we are incredibly excited about the products and I think we're, 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，而且我認為我們正在以一種全新的方式思考我們必須打造的產品。

And the engineering team is incredibly excited.

I mean, I came out of the meeting with people that had just gotten their projects canceled and they were, they were three feet off the ground with excitement because they finally understood where the heck we were going and they were really excited about the strategy.

意思是，我開完會出來，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要往哪裡去了，而且他們對這個策略感到非常興奮。

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

同樣地，我想我們在經銷方面的創新並沒有跟上。

I'm sure it was talked about this morning, 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.

你知道，我們在製造供應商的管線裡有兩到三個月的庫存，在經銷通路的管線裡也有差不多一樣多的庫存。

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.

所以我們必須提前四、五、六個月去猜測客戶想要什麼，而我們沒有那麼聰明可以做到這點。

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

我覺得連愛因斯坦都沒有那麼聰明可以做到。

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.

所以我們要做的就是讓事情變得非常簡單，開始從這些管線中移除庫存，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第一步。

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

所以我們不僅會迎頭趕上，我認為，在經銷通路裡最頂尖的水準，而且

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

我認為在接下來的幾個月裡，我們還會不斷創新，開創新的格局。

And I'm pretty excited about that as well.

Distribution, manufacturing side of things.

And that gets us to the marketing side of things.

對我來說，行銷就是關於價值。

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

我們沒有機會讓大家記住我們太多事情。

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，我們希望他們記住我們什麼。

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

現在，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

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

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

而 Apple 品牌在過去幾年顯然在這個領域遭受了忽視，

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

做到這一點的方法，不是去談論速度和規格。

It's not to talk about MIPS and megahertz.

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

不是去談論我們為什麼比 Windows 好。

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

乳業花了 20 年說服你牛奶對你有益。

這是個謊言，但他們還是試了。

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

接著他們嘗試了 Got Milk，銷售就變成這樣了。

Got Milk doesn't even talk about the product.

As a matter of fact, it focuses on the absence of the product.

事實上，它專注於產品的「不存在」。

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

也是宇宙中最偉大的行銷案例之一，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，你會感覺到跟一家鞋子公司在廣告裡給你的感覺很不一樣，因為你知道，他們從來不談論產品。

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

他們從來不跟你說他們的氣墊有多好，為什麼比 Reebok 的氣墊好。

Nike 在他們的廣告裡都做些什麼呢？

They honor great athletes and they honor great athletics.

他們頌揚偉大的運動員，頌揚偉大的運動精神。

Apple spends a fortune on Advertising, you'd never know it.

Apple 在廣告上花了大筆錢，但你根本不會知道。

So when I got here, Apple just fired their agency.

所以當我到這裡時，Apple 剛開除了他們的代理商。

They were doing a competition with 23 agencies that, you know, four years from now would have picked one.

他們正在進行一個有 23 家代理商的競賽，你知道，四年後才會選出一家。

And we hired Chaithe, the ad agency that I was fortunate enough to work with years ago.

我們聘請了 Chaithe，這家廣告公司，我幾年前很幸運有機會跟他們合作。

We created some award winning work, including the commercial voted the best ad ever made in 1984 by advertising professionals.

我們創造了一些得獎的作品，包括在 1984 年被廣告專業人士票選為史上最佳廣告的那個。

And we started working about eight weeks ago.

And the question we asked was our customers want to know who is Apple and what is it that we stand for?

我們問的問題是，我們的顧客想知道 Apple 是誰，以及我們代表什麼？

我們在這個世界扮演什麼樣的角色？

And what we're about isn't making boxes for people to get their jobs done.

我們所做的並不是為人們完成工作而製造產品。

Although we do that well, we do that better than almost anybody in some cases.

雖然我們做得很好，在某些情況下我們做得比幾乎任何人都要好。

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.

Apple 的核心價值是，我們相信有熱情的人能讓世界變得更美好。

And we've had the opportunity to work with people like that.

而且我們有機會和這樣的人一起工作。

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.

我們有機會和你們一樣的人一起工作，和軟體開發者，以及以各種大小規模達成目標的顧客一起工作。

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.

我們相信在這個世界上，人們可以讓它變得更美好，而那些瘋狂到認為自己能改變世界的人，就是真正做到的人。

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.

所以，我們接下來幾年來第一次品牌行銷活動，就是要回歸那個核心價值。

The market's a totally different place than it was a decade ago.

市場和十年前完全是不同的地方。

And Apple's place in it is totally different.

而 Apple 在其中的定位也完全不同了。

And believe me, the products and the distribution strategy and the manufacturing are totally different.

而且相信我，我們的產品、經銷策略和製造流程都截然不同。

But values and core values, those things shouldn't change.

但價值觀和核心價值，這些東西不應該改變。

The things that Apple believed in at its core are the same things that Apple really stands for today.

Apple 核心所相信的，就是 Apple 今日真正代表的。

And so we wanted to find a way to communicate this.

所以，我們想找到一個方法來傳達這件事。

And what we have is something that I am very moved by.

而我們現在擁有的，是我非常感動的。

It honors those people who have changed the world.

Some of them are living, some of them are not.

有些人還活著，有些人已經不在了。

But the ones that aren't, as you'll see, you know that if they ever used a computer, it would have been a Mac.

但那些不在的，你們會看到，你知道如果他們曾經用過電腦，那一定會是 Mac。