Thank you very much for having me.

謝謝你們邀請我

This is the first time I've ever spoken at a TED Conference.

這是我第一次在 TED 演講

So, you know, you guys have the good taste of inviting me.

你知道嗎？你們真的很有眼光才會找上我

I had never passed anybody else's standard to be invited.

我一向都達不到讓任何人邀請的資格

So, I'm flattered.

所以，我真是受寵若驚

And perhaps we can make a little history today, right?

或許我們今天可以留下一點故事，對吧？

So, a little bit about my background.

首先，簡單說明我的經歷

I worked for Apple from 1983 to 1987

我從 1983 年到 1987 年在蘋果工作

I was Apple's software evangelist.

當時我擔任蘋果的產品傳教士

My job was to convince people to write Macintosh software.

我的工作是說服大家寫麥金塔的程式

How many of you use Macs in this audience?

在場有多少人用麥金塔電腦？

I love to see that. (Laughter)

哇，這麼多人，真好（笑聲）

Yeah.

嗯

And the rest of you what? Are you oppressed? I mean what --

其他人呢？被迫害了嗎？ 我意思是，你們怎麼了？

(Laughter)

（笑聲）

So, I worked for Apple,

好，我曾在蘋果工作

I started some software companies,

我開了幾間軟體公司

and I became a writer and a speaker.

然後變成作家和演說家

I returned to Apple as Apple's chief evangelist.

後來回到蘋果當產品傳教士的主管

This is in the 1995 time frame.

這是 1995 年的事

And I had a great time with Apple not very long ago,

在蘋果工作的時光很快樂

as we all know, Steve Jobs passed away.

大家都知道在不久前，賈伯斯過世了

And I worked for him twice.

我在他手下工作兩次

One of the few people who survived working for him twice.

是少數在他手下工作兩次還能倖存的人

And he had a monumental effect on my life.

他深深地影響了我的人生

As well as really the Valley and probably the world, truly the world.

他影響了矽谷，可能甚至是影響了全世界

I think you'd have to rank him with Walt Disney and Edison and Steve Jobs.

我覺得你們應該把賈伯斯和華特．迪士尼、愛迪生齊名看待

I mean, who are truly visionaries.

我的意思是，他們是真正有遠見的人

You'll hear lots of people throw the "V" word around

你會聽到很多人用「V」（超）這個字

and there are I think in my estimation really three people who qualify,

在我看來，真的有資格得到這個稱號的有三個人

and it would be Edison, Disney and Jobs.

那就是愛迪生、迪士尼和賈伯斯

So, I created this presentation right after he passed away

因此在他過世後，我馬上製作了這份報告

because I wanted to get on paper, get onto PowerPoint, get into the world,

因為我想要讓它上報、上簡報、讓全世界看到

what I personally learned from Steve Jobs.

我個人從賈伯斯身上學到了什麼

I'm not sure he intended to teach me this,

我不確定他是不是有意要教我這些

but this is what I learned from Steve Jobs.

但，這就是我從賈伯斯身上學到的事

And so, I would like his memory to live on forever

因此，我希望他能夠永遠活在人們的記憶中

and forever to influence people.

進而影響大家

So, the first thing that I learned from Steve Jobs is that

我從賈伯斯身上學到的第一件事是

"Experts pretty much are clueless."

「專家幾乎都是無知的。」

And this is a very important lesson for you

這對你們是很重要的一課

because there's a temptation to default to, shall I say, older people,

專家總有操控的欲望，好比說年紀比較大的人、

people with big titles, people who have declared themselves experts,

頭銜閃亮的人、號稱專家的人總是如此

and if there's anything that Apple has proven,

而蘋果證明了

is that the experts are often wrong.

專家常常是錯的

And so, as you go through your life,

因此當你經歷一生

you start your companies, and you start your careers,

你開了自己的公司、開創了自己的事業

and you try to change the world.

你試著改變世界時

I want you to learn to ignore experts.

我希望你學會忽略專家

This maybe contrary to what you've been taught

這也許和你以往所學的不同

but experts usually define things within some established limits

但是專家常常以既定的限制來定義事情

and I think you should break those limits.

我認為你們應該打破那些限制

So, I view what I call bozosity --

因此，我稱蠢事為 ——

I view bozosity as somewhat like the flu

和流感有點類似

where it can be something that you can be inoculated to.

是你可以接種疫苗來預防的

So, how do you fight the flu?

那麼，要怎麼和流感對抗呢?

You get a little bit of flu, so that when you encounter big flu,

你要先有一點小感冒，才能在之後碰到超強流感時

you've already built up resistance.

就已經有了抵抗力

So, I'm gonna inoculate you to bozosity

因此，我要幫你接種一些蠢事疫苗

so that when you encounter big bozosity,

這樣當你碰到超蠢的事

you will have already built up resistance.

你就會已經有抵抗力

So, let me show you some bozosity of experts.

讓我告訴你一些專家做的蠢事

First thing.

第一

1943, Thomas Watson, Chairman of IBM says,

1943年，湯瑪斯華生，IBM 的執行長，他說：

"There is a world market for maybe 5 computers."

「全球的電腦市場需求大概是五台。」

I have 5 Macintoshes in my house.

我家有五台麥金塔電腦

(Laughter)

（笑聲）

I have all the computers he anticipated in the world.

他預期世界上所有的電腦都在我家

If you were Steve Jobs or Steve Wozniak or Bill Gates and you listened to this,

如果你是賈伯斯、史蒂夫沃茲尼克、或比爾蓋茲

where would we be today? Next example.

你聽了他的話，那我們現在會在哪裡？下一個例子是

"This telephone has too many shortcomings

「因為電話有太多缺點

to be seriously considered as a means of communication.

很難成為真正的溝通工具

The device is inherently of no value to us."

這個設備對我們來說毫無價值。」

(Laughter)

（笑聲）

Western Union memo, 1876.

這是西聯匯款在 1876 年的備忘錄

Oops!

喔噢！

You know, Western Union should be PayPal today.

西聯匯款可能成為現在的 PayPal

It's not. It's very hard to go from telegraph to Internet,

但它卻不是。如果略過電話

if you write off telephone in the middle.

從電報直接演變至網路是很困難的

You know what I am saying, it's just too big of chasm to cross.

你懂的，我們無法跨越如此大的鴻溝

The last example is from our friends at DEC. Ken Olsen, founder of DEC,

最後一個例子來自我們的朋友，肯奧爾森，迪吉多電腦的創辦人

great company, great entrepreneur.

很棒的公司和企業家

"There is no reason why anyone would want a computer in their home."

「沒有理由每個人都會想要在家裡放一台電腦。」

(Laughter)

（笑聲）

If you wanted to run something at home

如果你想在家裡開個檔案

you would just have to instead go back to your office and run a DEC minicomputer.

你只需要回到辦公室裡去用迪吉多的微電腦

Three examples of bozosity,

三個和蠢事有關的例子

and not from, you know, total people that you wouldn't expect.

而且這些都出自於你料想不到的人

These are all people you would expect.

這些你曾會想要成為的角色

Founder of IBM.

IBM 的創辦人

Founder of DEC.

迪吉多的創辦人

You know, Western Union, hugely successful company back then.

西聯匯款則是當時非常成功的公司

You need to learn to ignore experts.

你必須學會忽略專家

Next thing you need to do is to understand that

下一件你需要了解的事情是

"Customers cannot tell you what they need."

「顧客無法告訴你他們需要什麼。」

They could tell you that "I want bigger, faster, cheaper status quo."

他們可能會跟你說：「我要更大、更快、更便宜。」

That's what they usually will tell you.

他們通常都會這樣跟你說

You really can't ask them about a revolution

你不可能從他們口裡問到革命性的改變

because they can only define things, they can only describe things

因為他們只會根據現有的產品和服務

in terms of products or services that they already have.

定義和敘述事情

Bigger, faster, cheaper status quo.

更大、更快、更便宜

If you truly want to change the world,

如果你真的想要改變世界

you need to ignore your customers.

你要忽略你的顧客

And you need to jump curves. Let's talk about this.

你要跳脫框架、不斷創新。我們來聊聊這個吧

This is the Macintosh 128K.

這是麥金塔 128K

I promise you nobody in the world was asking for this computer in 1984.

我跟你保證 1984 年時沒有人會提出對這種電腦的需求

No one said, "Give us a cheap little graphic toy, 128k of RAM,

沒有人會說：「給我們一個小巧、便宜、有128K的記憶體、無內建軟體的

no software," thanks to my efforts.

圖形化電腦。」 因為我們這得以成真

That's what we did.

那是我們過去做到的事

Totally unexpected.

完全出乎意料之外

Nobody was asking for it.

並非為了滿足任何人的需瘀求

It's because Steve Jobs, using the "V" word,

那是因為賈伯斯用了「V」這個字

had a vision for what the future would be.

對未來有遠見

This is his vision - graphical user interface.

這是他的願景 —— 圖形化使用者介面

Next thing I learned from Steve Jobs is,

另一件我從賈伯斯身上學到的是

"You need to jump to the next curve,"

「你得要跳脫框架、不斷創新。」

rather than duking it out on the same curve

而不是一直在同個框架裡打轉

trying to do something 10% better

只想把事情做到最好

you need to get to the next curve.

你應該要跳脫原本的框架

Don't stay on the same curve.

不要一直留在同一個框框裡

Great example - 1900s, Ice 1.0.

有一個很棒的例子：1900 年代的冷凍 1.0 版

There was an ice harvesting industry in the United States.

美國的採冰業正蓬勃發展

This meant that Baba and Junior would go to a frozen lake

這意謂著爸爸和小孩會到結冰的湖邊

or frozen pond and cut a block of ice.

或池邊去採冰塊

9 million pounds of ice were harvested in 1900.

1900 年代總共採獲了九百萬磅的冰

Ice 2.0.

冷凍 2.0 版

Ice 2.0 was ice factory.

冷凍 2.0 版則是座製冰工廠

Now, you froze water, any city, any time of year.

人們可以在任何時間、地點製冰

Major breakthrough.

跨時代的變化

So much better.

好太多了

They didn't have to be cold city.

人們不一定要在寒冷的城市

They didn't have to be cold time of year.

也不一定要在很冷的時候才能製冰

Ice 3.0. the refrigerator curve.

冷凍 3.0 版——冰箱

Now, it wasn't about the ice factory with the iceman delivering ice to your house.

你不需再仰賴製冰工廠和冰塊配送

Now, you had your own personal ice factory.

你有自己專屬的冰工廠了

Your own PC, your own "Personal Chiller."

你有自己的 PC，你的「個人冷卻機」（Personal Chiller）

(Laughter)

（笑聲）

The great innovation occurs when you are not staying on the same curve.

當你跳脫框架時就會產生偉大的創新

Don't do a better ice harvester.

別只是做一個優良的採冰工

Don't add horses to the sleight.

別只是在雪橇上加幾匹馬

Don't have a bigger sharper saw.

別只是要一支更大、更利的鋸子

If you are an ice factory,

如果你有製冰廠

don’t have more ice factories,

別只是要更多的製冰廠

don't build better ice factories,

或是蓋更好的製冰廠

don't have better icemen delivering ice

別只是要更好的快遞來送冰塊

you wanna get to the next curve.

你要跨越到另一個境界

If you were a printer company,

如果你開了一家印刷廠

although many of you are too young to understand this,

也許這對你們而言太古老了

there used to be this thing called daisy wheel printer

我們過去會用菊輪式印表機

and had this little ball in this, ball rotated and struck the paper.

裡頭有一顆小球，它會轉動，然後打印在紙上

If you were a daisy wheel printer company

如果你有一家菊輪式印表機工廠

and your idea of innovation was,

而你的創意點子是

"Well, let's introduce more typefaces in larger sizes,"

「嗯，我們來引進更大、能夠裝進更多鉛字的機器吧。」

that's not innovation.

那可不是創新

Innovation occurs when you go from daisy wheel printer to laser printer.

創新是從菊輪式印表機變成雷射印表機

Jump to the next curve.

跳脫框架、不斷創新

Next thing that I learned is,

另一件我學到的是

"The biggest challenges beget the best work in people."

「最大的挑戰激發出人類的最佳潛能。」

I think one of the reasons why we did such great work at Macintosh division

我想我們使麥金塔如此成功的原因之一

is because Steve had such great expectations of us.

就是因為賈伯斯對我們有很大的期待

And, you know, we try to rise to his expectations.

我們試著達到他的期待

This is an ad that shows some of the --

這是一則廣告，展現了 ——

shall I say, youthful exuberance of Apple.

蘋果電腦的青春和活力

When IBM entered the computer business, Apple ran this ad

當 IBM 加入電腦市場時，蘋果電腦推出了這則廣告

welcoming IBM to the computer business.

歡迎 IBM 加入電腦市場

We were throwing down the gauntlet.

我們接受挑戰

Welcome IBM, you huge successful East Coast mainframe computer company.

歡迎 IBM 這個東岸最成功的大型電腦公司

Welcome to the personal computer business.

歡迎加入個人電腦市場

Welcome to Vietnam.

歡迎來到越南

(Laughter)

（笑聲）

Next thing I learned from Steve is that "Design counts."

另一件我從賈伯斯身上學到的是「設計很重要。」

Many people can say that they appreciate design.

很多人會說他們欣賞設計

Many companies say that.

很多公司也這麼說

But truly, how many companies care about design?

但是事實上，到底有多少公司真的在乎設計？

Apple is one of the few, truly cares.

蘋果是少數真正在乎的一家公司

And you know what, not everybody in the customer base

你知道嗎？不是每個消費者

truly cares about design.

都真的在乎設計

To this day, 95% of the world doesn't use a Macintosh, only 5% does.

直至今日，世界上有 95% 的人不用麥金塔，只有 5% 的人使用

But they are people who really care about design and they count.

但他們是真的在乎設計的人們，而且他們很重要

Design counts.

設計很重要

This is a Mac Book Air.

這是蘋果的輕型筆記型電腦

Thin, beautiful, design counts.

超薄又好看，設計很重要

You have one?

你有一台嗎？

Thin, beautiful, design counts.

超薄又好看，設計真的很重要

Next thing is, when you make a presentation,

下一件事情是，當你做簡報時

if you did nothing else but this, [Use big graphics and big fonts] (Laughter)

如果你什麼都不用做，只是…（用很大的圖表和字體）

you would be better than 9/10 of the presentations in the world.

你就會比世界上 90% 的講者還厲害

Seriously.

真的

Seriously, just do this.

真的，這樣做就對了

I'll show you a typical Steve Jobs slide.

給你看看賈伯斯常用的投影片範本

What a great slide!

超讚的投影片！

Big graphic.

超大的圖

"The best Windows app ever written: iTunes."

「有史以來最棒的微軟應用程式：iTunes」

It's a typical Steve Jobs slide.

這是典型的賈伯斯投影片樣式

You know, any other CEO, there would be a matrix, right?

你知道的，其他的總裁會用表格，對吧？

There would be a 4 column matrix,

裡頭會有四個欄位

and it would have this like checkboxes,

包含了確認欄

and it would be an 8 point font

用八號字體

and you couldn't read it.

你根本看不清楚上面寫什麼

The person giving the presentation would not be able to explain it.

做簡報的人根本無法解釋

This is the beauty of Steve Jobs.

這是賈伯斯的美感

The irony of saying that the best Windows app ever is iTunes from Apple.

諷刺地說，微軟最棒的應用程式是自蘋果的 iTunes

Showing the logo of Windows.

秀出微軟的標誌

This is a beautiful slide, this encapsulates the Steve Jobs presentation style.

這是一張很美的投影片，足以說明賈伯斯的簡報風格

Big graphics.

超大圖片

Big fonts.

超大字體

The ideal font-size, just for you to know, maybe a rule of thumb --

最合適的字體大小，只是讓你了解一下，也許是基本原則 ——

The rule of thumb is find out who the oldest person is in the audience,

原則是找出最年長的觀眾

divide his or her age by two.

把他的年齡除以二

(Laughter) OK?

（笑聲）好嗎？

So, if you are talking to people of 60 years old, probably 30 points

因此，如果你對 60 歲以上的人演講，大概就用 30 號字體

50 years old, 25 points.

50 歲左右就用 25 號字體

Someday, you maybe pitching to a really young VC.

有一天，你也許要對一個很年輕的副總裁報告

Let's say, the VC is sixteen years old.

假設他 16 歲

At that point, God bless you, use the 8 point font.

在那個時候，願主保祐你，就用 8 號字體

(Laughter)

（笑聲）

But until that time --

不過在那之前 ——

big fonts.

用大一點的字

Big fonts.

大字

The beauty of a big font is, it makes it so

大字之美在於

that you cannot put a lot of text on your presentation.

它讓你不能在簡報裡塞進很多字

You don't want a lot of text

你不會想要很多字的

because if you put a lot of text, you read the text

因為如果你放很多字，你就會去讀它

and if you read the text, your audience will be lost.

如果你去讀它，你的聽眾就會流失

Your audience will be lost because they are going to say to themselves,

你的聽眾會流失是因為他們會在心裡說：

"This bozo is reading the slide verbatim.

「這個蠢蛋在照著簡報唸

I can read silently to myself faster than this bozo can read it orally to me.

我自己在心裡默唸都比這個蠢蛋唸給我聽還快

So I will just read ahead." (Laughter)

我乾脆自己先唸。」 （笑聲）

And you will lose your audience.

然後你就會失去你的聽眾

Big font.

大字

Big graphics.

大的圖片

Next thing.

下一件事是

"Changing your mind is truly a sign of intelligence."

「改變主意是智慧的象徵。」

You may think that you should formulate this great thought,

你也許會認為你應該把好的想法標準化

you should use these analytical skills,

你應該用些分析技巧

you should come to this great conclusion

你應該做出個最好的決定