Name: 【TEDx】向賈神致敬 ! 12個與賈伯斯共事學到的智慧TEDxHarkerSchool - Guy Kawasaki - The 12 Lessons I Learned from Steve Jobs
Uploaded: 2014-12-20T17:54:20.000Z
Duration: 21 min 3 s

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

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

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？

我從 1983 年到 1987 年在蘋果工作

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?

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？

I returned to Apple as Apple's chief evangelist.

後來回到蘋果當產品傳教士的主管

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

大家都知道在不久前，賈伯斯過世了

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.

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

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

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

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

And this is a very important lesson for you

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,

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

This maybe contrary to what you've been taught

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.

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

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

因此，我要幫你接種一些蠢事疫苗

you will have already built up resistance.

So, let me show you some bozosity of experts.

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 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

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

to be seriously considered as a means of communication.

The device is inherently of no value to us."

這個設備對我們來說毫無價值。」

這是西聯匯款在 1876 年的備忘錄

You know, Western Union should be PayPal today.

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

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

"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。」

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

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

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

西聯匯款則是當時非常成功的公司

Next thing you need to do is to understand that

"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。」

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