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首页 > > > 【投行先锋论坛】乔布斯.doc

【投行先锋论坛】乔布斯.doc

【投行先锋论坛】乔布斯.doc

上传者: gary
0次下载 0人收藏 暂无简介 简介 2013-12-20 举报

简介:jinrong

ContentsFROMTHEAUTHOROFTHEBESTSELLINGBIOGRAPHIESOFBENJAMINFRANKLINANDALBERTEINSTEIN,THISISTHEEXCLUSIVEBIOGRAPHYOFSTEVEJOBSBasedonmorethanfortyinterviewswithJobsconductedovertwoyears—aswellasinterviewswithmorethanahundredfamilymembers,friends,adversaries,competitors,andcolleagues—WalterIsaacsonhaswrittenarivetingstoryoftheroller-coasterlifeandsearinglyintensepersonalityofacreativeentrepreneurwhosepassionforperfectionandferociousdriverevolutionizedsixindustries:personalcomputers,animatedmovies,music,phones,tabletcomputing,anddigitalpublishing.AtatimewhenAmericaisseekingwaystosustainitsinnovativeedge,Jobsstandsastheultimateiconofinventivenessandappliedimagination.Heknewthatthebestwaytocreatevalueinthetwenty-firstcenturywastoconnectcreativitywithtechnology.Hebuiltacompanywhereleapsoftheimaginationwerecombinedwithremarkablefeatsofengineering.AlthoughJobscooperatedwiththisbook,heaskedfornocontroloverwhatwaswrittennoreventherighttoreaditbeforeitwaspublished.Heputnothingofflimits.Heencouragedthepeopleheknewtospeakhonestly.AndJobsspeakscandidly,sometimesbrutallyso,aboutthepeopleheworkedwithandcompetedagainst.Hisfriends,foes,andcolleaguesprovideanunvarnishedviewofthepassions,perfectionism,obsessions,artistry,devilry,andcompulsionforcontrolthatshapedhisapproachtobusinessandtheinnovativeproductsthatresulted.Drivenbydemons,Jobscoulddrivethosearoundhimtofuryanddespair.Buthispersonalityandproductswereinterrelated,justasApple’shardwareandsoftwaretendedtobe,asifpartofanintegratedsystem.Histaleisinstructiveandcautionary,filledwithlessonsaboutinnovation,character,leadership,andvalues.WalterIsaacson,theCEOoftheAspenInstitute,hasbeenthechairmanofCNNandthemanagingeditorofTimemagazine.HeistheauthorofEinstein:HisLifeandUniverse,BenjaminFranklin:AnAmericanLife,andKissinger:ABiography,andisthecoauthor,withEvanThomas,ofTheWiseMen:SixFriendsandtheWorldTheyMade.HeandhiswifeliveinWashington,D.C.Thepeoplewhoarecrazyenoughtothinktheycanchangetheworldaretheoneswhodo.—Apple’s“ThinkDifferent”commercial,1997CharactersIntroduction:HowThisBookCametoBeCHAPTERONEChildhood:AbandonedandChosenCHAPTERTWOOddCouple:TheTwoStevesCHAPTERTHREETheDropout:TurnOn,TuneIn...CHAPTERFOURAtariandIndia:ZenandtheArtofGameDesignCHAPTERFIVETheAppleI:TurnOn,BootUp,JackIn...CHAPTERSIXTheAppleII:DawnofaNewAgeCHAPTERSEVENChrisannandLisa:HeWhoIsAbandoned...CHAPTEREIGHTXeroxandLisa:GraphicalUserInterfacesCHAPTERNINEGoingPublic:AManofWealthandFameCHAPTERTENTheMacIsBorn:YouSayYouWantaRevolutionCHAPTERELEVENTheRealityDistortionField:PlayingbyHisOwnSetofRulesCHAPTERTWELVETheDesign:RealArtistsSimplifyCHAPTERTHIRTEENBuildingtheMac:TheJourneyIstheRewardCHAPTERFOURTEENEnterSculley:ThePepsiChallengeCHAPTERFIFTEENTheLaunch:ADentintheUniverseCHAPTERSIXTEENGatesandJobs:WhenOrbitsIntersectCHAPTERSEVENTEENIcarus:WhatGoesUp...CHAPTEREIGHTEENNeXT:PrometheusUnboundCHAPTERNINETEENPixar:TechnologyMeetsArtCHAPTERTWENTYARegularGuy:LoveIsJustaFour-LetterWordCHAPTERTWENTY-ONEFamilyMan:AtHomewiththeJobsClanCHAPTERTWENTY-TWOToyStory:BuzzandWoodytotheRescueCHAPTERTWENTY-THREETheSecondComing:WhatRoughBeast,ItsHourComeRoundatLast...CHAPTERTWENTY-FOURTheRestoration:TheLoserNowWillBeLatertoWinCHAPTERTWENTY-FIVEThinkDifferent:JobsasiCEOCHAPTERTWENTY-SIXDesignPrinciples:TheStudioofJobsandIveCHAPTERTWENTY-SEVENTheiMac:Hello(Again)CHAPTERTWENTY-EIGHTCEO:StillCrazyafterAllTheseYearsCHAPTERTWENTY-NINEAppleStores:GeniusBarsandSienaSandstoneCHAPTERTHIRTYTheDigitalHub:FromiTunestotheiPodCHAPTERTHIRTY-ONETheiTunesStore:I’mthePiedPiperCHAPTERTHIRTY-TWOMusicMan:TheSoundTrackofHisLifeCHAPTERTHIRTY-THREEPixar’sFriends:...andFoesCHAPTERTHIRTY-FOURTwenty-first-centuryMacs:SettingAppleApartCHAPTERTHIRTY-FIVERoundOne:MementoMoriCHAPTERTHIRTY-SIXTheiPhone:ThreeRevolutionaryProductsinOneCHAPTERTHIRTY-SEVENRoundTwo:TheCancerRecursCHAPTERTHIRTY-EIGHTTheiPad:IntothePost-PCEraCHAPTERTHIRTY-NINENewBattles:AndEchoesofOldOnesCHAPTERFORTYToInfinity:TheCloud,theSpaceship,andBeyondCHAPTERFORTY-ONERoundThree:TheTwilightStruggleCHAPTERFORTY-TWOLegacy:TheBrightestHeavenofInventionINTRODUCTIONHowThisBookCametoBeIntheearlysummerof2004,IgotaphonecallfromSteveJobs.Hehadbeenscattershotfriendlytomeovertheyears,withoccasionalburstsofintensity,especiallywhenhewaslaunchinganewproductthathewantedonthecoverofTimeorfeaturedonCNN,placeswhereI’dworked.ButnowthatIwasnolongerateitherofthoseplaces,Ihadn’theardfromhimmuch.WetalkedabitabouttheAspenInstitute,whichIhadrecentlyjoined,andIinvitedhimtospeakatoursummercampusinColorado.He’dbehappytocome,hesaid,butnottobeonstage.Hewantedinsteadtotakeawalksothatwecouldtalk.Thatseemedabitodd.Ididn’tyetknowthattakingalongwalkwashispreferredwaytohaveaseriousconversation.Itturnedoutthathewantedmetowriteabiographyofhim.IhadrecentlypublishedoneonBenjaminFranklinandwaswritingoneaboutAlbertEinstein,andmyinitialreactionwastowonder,halfjokingly,whetherhesawhimselfasthenaturalsuccessorinthatsequence.BecauseIassumedthathewasstillinthemiddleofanoscillatingcareerthathadmanymoreupsanddownsleft,Idemurred.Notnow,Isaid.Maybeinadecadeortwo,whenyouretire.Ihadknownhimsince1984,whenhecametoManhattantohavelunchwithTime’seditorsandextolhisnewMacintosh.Hewaspetulanteventhen,attackingaTimecorrespondentforhavingwoundedhimwithastorythatwastoorevealing.Buttalkingtohimafterward,Ifoundmyselfrathercaptivated,assomanyothershavebeenovertheyears,byhisengagingintensity.Westayedintouch,evenafterhewasoustedfromApple.Whenhehadsomethingtopitch,suchasaNeXTcomputerorPixarmovie,thebeamofhischarmwouldsuddenlyrefocusonme,andhewouldtakemetoasushirestaurantinLowerManhattantotellmethatwhateverhewastoutingwasthebestthinghehadeverproduced.Ilikedhim.WhenhewasrestoredtothethroneatApple,weputhimonthecoverofTime,andsoonthereafterhebeganofferingmehisideasforaseriesweweredoingonthemostinfluentialpeopleofthecentury.Hehadlaunchedhis“ThinkDifferent”campaign,featuringiconicphotosofsomeofthesamepeoplewewereconsidering,andhefoundtheendeavorofassessinghistoricinfluencefascinating.AfterIhaddeflectedhissuggestionthatIwriteabiographyofhim,Iheardfromhimeverynowandthen.AtonepointIemailedtoaskifitwastrue,asmydaughterhadtoldme,thattheApplelogowasanhomagetoAlanTuring,theBritishcomputerpioneerwhobroketheGermanwartimecodesandthencommittedsuicidebybitingintoacyanide-lacedapple.Herepliedthathewishedhehadthoughtofthat,buthadn’t.ThatstartedanexchangeabouttheearlyhistoryofApple,andIfoundmyselfgatheringstringonthesubject,justincaseIeverdecidedtodosuchabook.WhenmyEinsteinbiographycameout,hecametoabookeventinPaloAltoandpulledmeasidetosuggest,again,thathewouldmakeagoodsubject.Hispersistencebaffledme.Hewasknowntoguardhisprivacy,andIhadnoreasontobelievehe’deverreadanyofmybooks.Maybesomeday,Icontinuedtosay.Butin2009hiswife,LaurenePowell,saidbluntly,“Ifyou’reevergoingtodoabookonSteve,you’dbetterdoitnow.”Hehadjusttakenasecondmedicalleave.Iconfessedtoherthatwhenhehadfirstraisedtheidea,Ihadn’tknownhewassick.Almostnobodyknew,shesaid.Hehadcalledmerightbeforehewasgoingtobeoperatedonforcancer,andhewasstillkeepingitasecret,sheexplained.Idecidedthentowritethisbook.Jobssurprisedmebyreadilyacknowledgingthathewouldhavenocontroloveritoreventherighttoseeitinadvance.“It’syourbook,”hesaid.“Iwon’tevenreadit.”Butlaterthatfallheseemedtohavesecondthoughtsaboutcooperatingand,thoughIdidn’tknowit,washitbyanotherroundofcancercomplications.Hestoppedreturningmycalls,andIputtheprojectasideforawhile.Then,unexpectedly,hephonedmelateontheafternoonofNewYear’sEve2009.HewasathomeinPaloAltowithonlyhissister,thewriterMonaSimpson.Hiswifeandtheirthreechildrenhadtakenaquicktriptogoskiing,buthewasnothealthyenoughtojointhem.Hewasinareflectivemood,andwetalkedformorethananhour.Hebeganbyrecallingthathehadwantedtobuildafrequencycounterwhenhewastwelve,andhewasabletolookupBillHewlett,thefounderofHP,inthephonebookandcallhimtogetparts.Jobssaidthatthepasttwelveyearsofhislife,sincehisreturntoApple,hadbeenhismostproductiveintermsofcreatingnewproducts.Buthismoreimportantgoal,hesaid,wastodowhatHewlettandhisfriendDavidPackardhaddone,whichwascreateacompanythatwassoimbuedwithinnovativecreativitythatitwouldoutlivethem.“Ialwaysthoughtofmyselfasahumanitiespersonasakid,butIlikedelectronics,”hesaid.“ThenIreadsomethingthatoneofmyheroes,EdwinLandofPolaroid,saidabouttheimportanceofpeoplewhocouldstandattheintersectionofhumanitiesandsciences,andIdecidedthat’swhatIwantedtodo.”Itwasasifheweresuggestingthemesforhisbiography(andinthisinstance,atleast,thethemeturnedouttobevalid).ThecreativitythatcanoccurwhenafeelforboththehumanitiesandthesciencescombineinonestrongpersonalitywasthetopicthatmostinterestedmeinmybiographiesofFranklinandEinstein,andIbelievethatitwillbeakeytocreatinginnovativeeconomiesinthetwenty-firstcentury.IaskedJobswhyhewantedmetobetheonetowritehisbiography.“Ithinkyou’regoodatgettingpeopletotalk,”hereplied.Thatwasanunexpectedanswer.IknewthatIwouldhavetointerviewscoresofpeoplehehadfired,abused,abandoned,orotherwiseinfuriated,andIfearedhewouldnotbecomfortablewithmygettingthemtotalk.AndindeedhedidturnouttobeskittishwhenwordtrickledbacktohimofpeoplethatIwasinterviewing.Butafteracoupleofmonths,hebeganencouragingpeopletotalktome,evenfoesandformergirlfriends.Nordidhetrytoputanythingoff-limits.“I’vedonealotofthingsI’mnotproudof,suchasgettingmygirlfriendpregnantwhenIwastwenty-threeandthewayIhandledthat,”hesaid.“ButIdon’thaveanyskeletonsinmyclosetthatcan’tbeallowedout.”Hedidn’tseekanycontroloverwhatIwrote,orevenasktoreaditinadvance.Hisonlyinvolvementcamewhenmypublisherwaschoosingthecoverart.Whenhesawanearlyversionofaproposedcovertreatment,hedislikeditsomuchthatheaskedtohaveinputindesigninganewversion.Iwasbothamusedandwilling,soIreadilyassented.Iendeduphavingmorethanfortyinterviewsandconversationswithhim.SomewereformalonesinhisPaloAltolivingroom,othersweredoneduringlongwalksanddrivesorbytelephone.Duringmytwoyearsofvisits,hebecameincreasinglyintimateandrevealing,thoughattimesIwitnessedwhathisveterancolleaguesatAppleusedtocallhis“realitydistortionfield.”Sometimesitwastheinadvertentmisfiringofmemorycellsthathappenstousall;atothertimeshewasspinninghisownversionofrealitybothtomeandtohimself.Tocheckandfleshouthisstory,Iinterviewedmorethanahundredfriends,relatives,competitors,adversaries,andcolleagues.Hiswifealsodidnotrequestanyrestrictionsorcontrol,nordidsheasktoseeinadvancewhatIwouldpublish.Infactshestronglyencouragedmetobehonestabouthisfailingsaswellashisstrengths.SheisoneofthesmartestandmostgroundedpeopleIhaveevermet.“Therearepartsofhislifeandpersonalitythatareextremelymessy,andthat’sthetruth,”shetoldmeearlyon.“Youshouldn’twhitewashit.He’sgoodatspin,buthealsohasaremarkablestory,andI’dliketoseethatit’salltoldtruthfully.”IleaveittothereadertoassesswhetherIhavesucceededinthismission.I’msurethereareplayersinthisdramawhowillremembersomeoftheeventsdifferentlyorthinkthatIsometimesgottrappedinJobs’sdistortionfield.AshappenedwhenIwroteabookaboutHenryKissinger,whichinsomewayswasgoodpreparationforthisproject,IfoundthatpeoplehadsuchstrongpositiveandnegativeemotionsaboutJobsthattheRashomoneffectwasoftenevident.ButI’vedonethebestIcantobalanceconflictingaccountsfairlyandbetransparentaboutthesourcesIused.Thisisabookabouttheroller-coasterlifeandsearinglyintensepersonalityofacreativeentrepreneurwhosepassionforperfectionandferociousdriverevolutionizedsixindustries:personalcomputers,animatedmovies,music,phones,tabletcomputing,anddigitalpublishing.Youmightevenaddaseventh,retailstores,whichJobsdidnotquiterevolutionizebutdidreimagine.Inaddition,heopenedthewayforanewmarketfordigitalcontentbasedonappsratherthanjustwebsites.Alongthewayheproducednotonlytransformingproductsbutalso,onhissecondtry,alastingcompany,endowedwithhisDNA,thatisfilledwithcreativedesignersanddaredevilengineerswhocouldcarryforwardhisvision.InAugust2011,rightbeforehesteppeddownasCEO,theenterprisehestartedinhisparents’garagebecametheworld’smostvaluablecompany.Thisisalso,Ihope,abookaboutinnovation.AtatimewhentheUnitedStatesisseekingwaystosustainitsinnovativeedge,andwhensocietiesaroundtheworldaretryingtobuildcreativedigital-ageeconomies,Jobsstandsastheultimateiconofinventiveness,imagination,andsustainedinnovation.Heknewthatthebestwaytocreatevalueinthetwenty-firstcenturywastoconnectcreativitywithtechnology,sohebuiltacompanywhereleapsoftheimaginationwerecombinedwithremarkablefeatsofengineering.HeandhiscolleaguesatApplewereabletothinkdifferently:Theydevelopednotmerelymodestproductadvancesbasedonfocusgroups,butwholenewdevicesandservicesthatconsumersdidnotyetknowtheyneeded.Hewasnotamodelbossorhumanbeing,tidilypackagedforemulation.Drivenbydemons,hecoulddrivethosearoundhimtofuryanddespair.Buthispersonalityandpassionsandproductswereallinterrelated,justasApple’shardwareandsoftwaretendedtobe,asifpartofanintegratedsystem.Histaleisthusbothinstructiveandcautionary,filledwithlessonsaboutinnovation,character,leadership,andvalues.Shakespeare’sHenryV—thestoryofawillfulandimmatureprincewhobecomesapassionatebutsensitive,callousbutsentimental,inspiringbutflawedking—beginswiththeexhortation“OforaMuseoffire,thatwouldascend/Thebrightestheavenofinvention.”ForSteveJobs,theascenttothebrightestheavenofinventionbeginswithataleoftwosetsofparents,andofgrowingupinavalleythatwasjustlearninghowtoturnsiliconintogold.CHAPTERONECHILDHOODAbandonedandChosenTheAdoptionWhenPaulJobswasmusteredoutoftheCoastGuardafterWorldWarII,hemadeawagerwithhiscrewmates.TheyhadarrivedinSanFrancisco,wheretheirshipwasdecommissioned,andPaulbetthathewouldfindhimselfawifewithintwoweeks.Hewasataut,tattooedenginemechanic,sixfeettall,withapassingresemblancetoJamesDean.Butitwasn’thislooksthatgothimadatewithClaraHagopian,asweet-humoreddaughterofArmenianimmigrants.Itwasthefactthatheandhisfriendshadacar,unlikethegroupshehadoriginallyplannedtogooutwiththatevening.Tendayslater,inMarch1946,PaulgotengagedtoClaraandwonhiswager.Itwouldturnouttobeahappymarriage,onethatlasteduntildeathpartedthemmorethanfortyyearslater.PaulReinholdJobshadbeenraisedonadairyfarminGermantown,Wisconsin.Eventhoughhisfatherwasanalcoholicandsometimesabusive,Paulendedupwithagentleandcalmdispositionunderhisleatheryexterior.Afterdroppingoutofhighschool,hewanderedthroughtheMidwestpickingupworkasamechanicuntil,atagenineteen,hejoinedtheCoastGuard,eventhoughhedidn’tknowhowtoswim.HewasdeployedontheUSSGeneralM.C.MeigsandspentmuchofthewarferryingtroopstoItalyforGeneralPatton.Histalentasamachinistandfiremanearnedhimcommendations,butheoccasionallyfoundhimselfinminortroubleandneverroseabovetherankofseaman.ClarawasborninNewJersey,whereherparentshadlandedafterfleeingtheTurksinArmenia,andtheymovedtotheMissionDistrictofSanFranciscowhenshewasachild.Shehadasecretthatsherarelymentionedtoanyone:Shehadbeenmarriedbefore,butherhusbandhadbeenkilledinthewar.SowhenshemetPaulJobsonthatfirstdate,shewasprimedtostartanewlife.Likemanywholivedthroughthewar,theyhadexperiencedenoughexcitementthat,whenitwasover,theydesiredsimplytosettledown,raiseafamily,andleadalesseventfullife.Theyhadlittlemoney,sotheymovedtoWisconsinandlivedwithPaul’sparentsforafewyears,thenheadedforIndiana,wherehegotajobasamachinistforInternationalHarvester.Hispassionwastinkeringwitholdcars,andhemademoneyinhissparetimebuying,restoring,andsellingthem.Eventuallyhequithisdayjobtobecomeafull-timeusedcarsalesman.Clara,however,lovedSanFrancisco,andin1952sheconvincedherhusbandtomovebackthere.TheygotanapartmentintheSunsetDistrictfacingthePacific,justsouthofGoldenGatePark,andhetookajobworkingforafinancecompanyasa“repoman,”pickingthelocksofcarswhoseownershadn’tpaidtheirloansandrepossessingthem.Healsobought,repaired,andsoldsomeofthecars,makingadecentenoughlivingintheprocess.Therewas,however,somethingmissingintheirlives.Theywantedchildren,butClarahadsufferedanectopicpregnancy,inwhichthefertilizedeggwasimplantedinafallopiantuberatherthantheuterus,andshehadbeenunabletohaveany.Soby1955,afternineyearsofmarriage,theywerelookingtoadoptachild.LikePaulJobs,JoanneSchieblewasfromaruralWisconsinfamilyofGermanheritage.Herfather,ArthurSchieble,hadimmigratedtotheoutskirtsofGreenBay,whereheandhiswifeownedaminkfarmanddabbledsuccessfullyinvariousotherbusinesses,includingrealestateandphotoengraving.Hewasverystrict,especiallyregardinghisdaughter’srelationships,andhehadstronglydisapprovedofherfirstlove,anartistwhowasnotaCatholic.ThusitwasnosurprisethathethreatenedtocutJoanneoffcompletelywhen,asagraduatestudentattheUniversityofWisconsin,shefellinlovewithAbdulfattah“John”Jandali,aMuslimteachingassistantfromSyria.JandaliwastheyoungestofninechildreninaprominentSyrianfamily.Hisfatherownedoilrefineriesandmultipleotherbusinesses,withlargeholdingsinDamascusandHoms,andatonepointprettymuchcontrolledthepriceofwheat

【投行先锋论坛】乔布斯.doc

【投行先锋论坛】乔布斯.doc

上传者: gary
0次下载 0人收藏 暂无简介 简介 2013-12-20 举报

简介:jinrong

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