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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 2013-12-20 评分 5 0 180 25 817 暂无简介 简介 举报

简介:本文档为《【投行先锋论坛】乔布斯doc》,可适用于游戏领域,主题内容包含ContentsFROMTHEAUTHOROFTHEBESTSELLINGBIOGRAPHIESOFBENJAMINFRANKLINANDALBER符等。

ContentsFROMTHEAUTHOROFTHEBESTSELLINGBIOGRAPHIESOFBENJAMINFRANKLINANDALBERTEINSTEIN,THISISTHEEXCLUSIVEBIOGRAPHYOFSTEVEJOBSBasedonmorethanfortyinterviewswithJobsconductedovertwoyearsaswellasinterviewswithmorethanahundredfamilymembers,friends,adversaries,competitors,andcolleaguesWalterIsaacsonhaswrittenarivetingstoryoftherollercoasterlifeandsearinglyintensepersonalityofacreativeentrepreneurwhosepassionforperfectionandferociousdriverevolutionizedsixindustries:personalcomputers,animatedmovies,music,phones,tabletcomputing,anddigitalpublishingAtatimewhenAmericaisseekingwaystosustainitsinnovativeedge,JobsstandsastheultimateiconofinventivenessandappliedimaginationHeknewthatthebestwaytocreatevalueinthetwentyfirstcenturywastoconnectcreativitywithtechnologyHebuiltacompanywhereleapsoftheimaginationwerecombinedwithremarkablefeatsofengineeringAlthoughJobscooperatedwiththisbook,heaskedfornocontroloverwhatwaswrittennoreventherighttoreaditbeforeitwaspublishedHeputnothingofflimitsHeencouragedthepeopleheknewtospeakhonestlyAndJobsspeakscandidly,sometimesbrutallyso,aboutthepeopleheworkedwithandcompetedagainstHisfriends,foes,andcolleaguesprovideanunvarnishedviewofthepassions,perfectionism,obsessions,artistry,devilry,andcompulsionforcontrolthatshapedhisapproachtobusinessandtheinnovativeproductsthatresultedDrivenbydemons,JobscoulddrivethosearoundhimtofuryanddespairButhispersonalityandproductswereinterrelated,justasApple’shardwareandsoftwaretendedtobe,asifpartofanintegratedsystemHistaleisinstructiveandcautionary,filledwithlessonsaboutinnovation,character,leadership,andvaluesWalterIsaacson,theCEOoftheAspenInstitute,hasbeenthechairmanofCNNandthemanagingeditorofTimemagazineHeistheauthorofEinstein:HisLifeandUniverse,BenjaminFranklin:AnAmericanLife,andKissinger:ABiography,andisthecoauthor,withEvanThomas,ofTheWiseMen:SixFriendsandtheWorldTheyMadeHeandhiswifeliveinWashington,DCThepeoplewhoarecrazyenoughtothinktheycanchangetheworldaretheoneswhodoApple’s“ThinkDifferent”commercial,CharactersIntroduction:HowThisBookCametoBeCHAPTERONEChildhood:AbandonedandChosenCHAPTERTWOOddCouple:TheTwoStevesCHAPTERTHREETheDropout:TurnOn,TuneInCHAPTERFOURAtariandIndia:ZenandtheArtofGameDesignCHAPTERFIVETheAppleI:TurnOn,BootUp,JackInCHAPTERSIXTheAppleII:DawnofaNewAgeCHAPTERSEVENChrisannandLisa:HeWhoIsAbandonedCHAPTEREIGHTXeroxandLisa:GraphicalUserInterfacesCHAPTERNINEGoingPublic:AManofWealthandFameCHAPTERTENTheMacIsBorn:YouSayYouWantaRevolutionCHAPTERELEVENTheRealityDistortionField:PlayingbyHisOwnSetofRulesCHAPTERTWELVETheDesign:RealArtistsSimplifyCHAPTERTHIRTEENBuildingtheMac:TheJourneyIstheRewardCHAPTERFOURTEENEnterSculley:ThePepsiChallengeCHAPTERFIFTEENTheLaunch:ADentintheUniverseCHAPTERSIXTEENGatesandJobs:WhenOrbitsIntersectCHAPTERSEVENTEENIcarus:WhatGoesUpCHAPTEREIGHTEENNeXT:PrometheusUnboundCHAPTERNINETEENPixar:TechnologyMeetsArtCHAPTERTWENTYARegularGuy:LoveIsJustaFourLetterWordCHAPTERTWENTYONEFamilyMan:AtHomewiththeJobsClanCHAPTERTWENTYTWOToyStory:BuzzandWoodytotheRescueCHAPTERTWENTYTHREETheSecondComing:WhatRoughBeast,ItsHourComeRoundatLastCHAPTERTWENTYFOURTheRestoration:TheLoserNowWillBeLatertoWinCHAPTERTWENTYFIVEThinkDifferent:JobsasiCEOCHAPTERTWENTYSIXDesignPrinciples:TheStudioofJobsandIveCHAPTERTWENTYSEVENTheiMac:Hello(Again)CHAPTERTWENTYEIGHTCEO:StillCrazyafterAllTheseYearsCHAPTERTWENTYNINEAppleStores:GeniusBarsandSienaSandstoneCHAPTERTHIRTYTheDigitalHub:FromiTunestotheiPodCHAPTERTHIRTYONETheiTunesStore:I’mthePiedPiperCHAPTERTHIRTYTWOMusicMan:TheSoundTrackofHisLifeCHAPTERTHIRTYTHREEPixar’sFriends:andFoesCHAPTERTHIRTYFOURTwentyfirstcenturyMacs:SettingAppleApartCHAPTERTHIRTYFIVERoundOne:MementoMoriCHAPTERTHIRTYSIXTheiPhone:ThreeRevolutionaryProductsinOneCHAPTERTHIRTYSEVENRoundTwo:TheCancerRecursCHAPTERTHIRTYEIGHTTheiPad:IntothePostPCEraCHAPTERTHIRTYNINENewBattles:AndEchoesofOldOnesCHAPTERFORTYToInfinity:TheCloud,theSpaceship,andBeyondCHAPTERFORTYONERoundThree:TheTwilightStruggleCHAPTERFORTYTWOLegacy:TheBrightestHeavenofInventionINTRODUCTIONHowThisBookCametoBeIntheearlysummerof,IgotaphonecallfromSteveJobsHehadbeenscattershotfriendlytomeovertheyears,withoccasionalburstsofintensity,especiallywhenhewaslaunchinganewproductthathewantedonthecoverofTimeorfeaturedonCNN,placeswhereI’dworkedButnowthatIwasnolongerateitherofthoseplaces,Ihadn’theardfromhimmuchWetalkedabitabouttheAspenInstitute,whichIhadrecentlyjoined,andIinvitedhimtospeakatoursummercampusinColoradoHe’dbehappytocome,hesaid,butnottobeonstageHewantedinsteadtotakeawalksothatwecouldtalkThatseemedabitoddIdidn’tyetknowthattakingalongwalkwashispreferredwaytohaveaseriousconversationItturnedoutthathewantedmetowriteabiographyofhimIhadrecentlypublishedoneonBenjaminFranklinandwaswritingoneaboutAlbertEinstein,andmyinitialreactionwastowonder,halfjokingly,whetherhesawhimselfasthenaturalsuccessorinthatsequenceBecauseIassumedthathewasstillinthemiddleofanoscillatingcareerthathadmanymoreupsanddownsleft,IdemurredNotnow,IsaidMaybeinadecadeortwo,whenyouretireIhadknownhimsince,whenhecametoManhattantohavelunchwithTime’seditorsandextolhisnewMacintoshHewaspetulanteventhen,attackingaTimecorrespondentforhavingwoundedhimwithastorythatwastoorevealingButtalkingtohimafterward,Ifoundmyselfrathercaptivated,assomanyothershavebeenovertheyears,byhisengagingintensityWestayedintouch,evenafterhewasoustedfromAppleWhenhehadsomethingtopitch,suchasaNeXTcomputerorPixarmovie,thebeamofhischarmwouldsuddenlyrefocusonme,andhewouldtakemetoasushirestaurantinLowerManhattantotellmethatwhateverhewastoutingwasthebestthinghehadeverproducedIlikedhimWhenhewasrestoredtothethroneatApple,weputhimonthecoverofTime,andsoonthereafterhebeganofferingmehisideasforaseriesweweredoingonthemostinfluentialpeopleofthecenturyHehadlaunchedhis“ThinkDifferent”campaign,featuringiconicphotosofsomeofthesamepeoplewewereconsidering,andhefoundtheendeavorofassessinghistoricinfluencefascinatingAfterIhaddeflectedhissuggestionthatIwriteabiographyofhim,IheardfromhimeverynowandthenAtonepointIemailedtoaskifitwastrue,asmydaughterhadtoldme,thattheApplelogowasanhomagetoAlanTuring,theBritishcomputerpioneerwhobroketheGermanwartimecodesandthencommittedsuicidebybitingintoacyanidelacedappleHerepliedthathewishedhehadthoughtofthat,buthadn’tThatstartedanexchangeabouttheearlyhistoryofApple,andIfoundmyselfgatheringstringonthesubject,justincaseIeverdecidedtodosuchabookWhenmyEinsteinbiographycameout,hecametoabookeventinPaloAltoandpulledmeasidetosuggest,again,thathewouldmakeagoodsubjectHispersistencebaffledmeHewasknowntoguardhisprivacy,andIhadnoreasontobelievehe’deverreadanyofmybooksMaybesomeday,IcontinuedtosayButinhiswife,LaurenePowell,saidbluntly,“Ifyou’reevergoingtodoabookonSteve,you’dbetterdoitnow”HehadjusttakenasecondmedicalleaveIconfessedtoherthatwhenhehadfirstraisedtheidea,Ihadn’tknownhewassickAlmostnobodyknew,shesaidHehadcalledmerightbeforehewasgoingtobeoperatedonforcancer,andhewasstillkeepingitasecret,sheexplainedIdecidedthentowritethisbookJobssurprisedmebyreadilyacknowledgingthathewouldhavenocontroloveritoreventherighttoseeitinadvance“It’syourbook,”hesaid“Iwon’tevenreadit”Butlaterthatfallheseemedtohavesecondthoughtsaboutcooperatingand,thoughIdidn’tknowit,washitbyanotherroundofcancercomplicationsHestoppedreturningmycalls,andIputtheprojectasideforawhileThen,unexpectedly,hephonedmelateontheafternoonofNewYear’sEveHewasathomeinPaloAltowithonlyhissister,thewriterMonaSimpsonHiswifeandtheirthreechildrenhadtakenaquicktriptogoskiing,buthewasnothealthyenoughtojointhemHewasinareflectivemood,andwetalkedformorethananhourHebeganbyrecallingthathehadwantedtobuildafrequencycounterwhenhewastwelve,andhewasabletolookupBillHewlett,thefounderofHP,inthephonebookandcallhimtogetpartsJobssaidthatthepasttwelveyearsofhislife,sincehisreturntoApple,hadbeenhismostproductiveintermsofcreatingnewproductsButhismoreimportantgoal,hesaid,wastodowhatHewlettandhisfriendDavidPackardhaddone,whichwascreateacompanythatwassoimbuedwithinnovativecreativitythatitwouldoutlivethem“Ialwaysthoughtofmyselfasahumanitiespersonasakid,butIlikedelectronics,”hesaid“ThenIreadsomethingthatoneofmyheroes,EdwinLandofPolaroid,saidabouttheimportanceofpeoplewhocouldstandattheintersectionofhumanitiesandsciences,andIdecidedthat’swhatIwantedtodo”Itwasasifheweresuggestingthemesforhisbiography(andinthisinstance,atleast,thethemeturnedouttobevalid)ThecreativitythatcanoccurwhenafeelforboththehumanitiesandthesciencescombineinonestrongpersonalitywasthetopicthatmostinterestedmeinmybiographiesofFranklinandEinstein,andIbelievethatitwillbeakeytocreatinginnovativeeconomiesinthetwentyfirstcenturyIaskedJobswhyhewantedmetobetheonetowritehisbiography“Ithinkyou’regoodatgettingpeopletotalk,”herepliedThatwasanunexpectedanswerIknewthatIwouldhavetointerviewscoresofpeoplehehadfired,abused,abandoned,orotherwiseinfuriated,andIfearedhewouldnotbecomfortablewithmygettingthemtotalkAndindeedhedidturnouttobeskittishwhenwordtrickledbacktohimofpeoplethatIwasinterviewingButafteracoupleofmonths,hebeganencouragingpeopletotalktome,evenfoesandformergirlfriendsNordidhetrytoputanythingofflimits“I’vedonealotofthingsI’mnotproudof,suchasgettingmygirlfriendpregnantwhenIwastwentythreeandthewayIhandledthat,”hesaid“ButIdon’thaveanyskeletonsinmyclosetthatcan’tbeallowedout”Hedidn’tseekanycontroloverwhatIwrote,orevenasktoreaditinadvanceHisonlyinvolvementcamewhenmypublisherwaschoosingthecoverartWhenhesawanearlyversionofaproposedcovertreatment,hedislikeditsomuchthatheaskedtohaveinputindesigninganewversionIwasbothamusedandwilling,soIreadilyassentedIendeduphavingmorethanfortyinterviewsandconversationswithhimSomewereformalonesinhisPaloAltolivingroom,othersweredoneduringlongwalksanddrivesorbytelephoneDuringmytwoyearsofvisits,hebecameincreasinglyintimateandrevealing,thoughattimesIwitnessedwhathisveterancolleaguesatAppleusedtocallhis“realitydistortionfield”SometimesitwastheinadvertentmisfiringofmemorycellsthathappenstousallatothertimeshewasspinninghisownversionofrealitybothtomeandtohimselfTocheckandfleshouthisstory,Iinterviewedmorethanahundredfriends,relatives,competitors,adversaries,andcolleaguesHiswifealsodidnotrequestanyrestrictionsorcontrol,nordidsheasktoseeinadvancewhatIwouldpublishInfactshestronglyencouragedmetobehonestabouthisfailingsaswellashisstrengthsSheisoneofthesmartestandmostgroundedpeopleIhaveevermet“Therearepartsofhislifeandpersonalitythatareextremelymessy,andthat’sthetruth,”shetoldmeearlyon“Youshouldn’twhitewashitHe’sgoodatspin,buthealsohasaremarkablestory,andI’dliketoseethatit’salltoldtruthfully”IleaveittothereadertoassesswhetherIhavesucceededinthismissionI’msurethereareplayersinthisdramawhowillremembersomeoftheeventsdifferentlyorthinkthatIsometimesgottrappedinJobs’sdistortionfieldAshappenedwhenIwroteabookaboutHenryKissinger,whichinsomewayswasgoodpreparationforthisproject,IfoundthatpeoplehadsuchstrongpositiveandnegativeemotionsaboutJobsthattheRashomoneffectwasoftenevidentButI’vedonethebestIcantobalanceconflictingaccountsfairlyandbetransparentaboutthesourcesIusedThisisabookabouttherollercoasterlifeandsearinglyintensepersonalityofacreativeentrepreneurwhosepassionforperfectionandferociousdriverevolutionizedsixindustries:personalcomputers,animatedmovies,music,phones,tabletcomputing,anddigitalpublishingYoumightevenaddaseventh,retailstores,whichJobsdidnotquiterevolutionizebutdidreimagineInaddition,heopenedthewayforanewmarketfordigitalcontentbasedonappsratherthanjustwebsitesAlongthewayheproducednotonlytransformingproductsbutalso,onhissecondtry,alastingcompany,endowedwithhisDNA,thatisfilledwithcreativedesignersanddaredevilengineerswhocouldcarryforwardhisvisionInAugust,rightbeforehesteppeddownasCEO,theenterprisehestartedinhisparents’garagebecametheworld’smostvaluablecompanyThisisalso,Ihope,abookaboutinnovationAtatimewhentheUnitedStatesisseekingwaystosustainitsinnovativeedge,andwhensocietiesaroundtheworldaretryingtobuildcreativedigitalageeconomies,Jobsstandsastheultimateiconofinventiveness,imagination,andsustainedinnovationHeknewthatthebestwaytocreatevalueinthetwentyfirstcenturywastoconnectcreativitywithtechnology,sohebuiltacompanywhereleapsoftheimaginationwerecombinedwithremarkablefeatsofengineeringHeandhiscolleaguesatApplewereabletothinkdifferently:Theydevelopednotmerelymodestproductadvancesbasedonfocusgroups,butwholenewdevicesandservicesthatconsumersdidnotyetknowtheyneededHewasnotamodelbossorhumanbeing,tidilypackagedforemulationDrivenbydemons,hecoulddrivethosearoundhimtofuryanddespairButhispersonalityandpassionsandproductswereallinterrelated,justasApple’shardwareandsoftwaretendedtobe,asifpartofanintegratedsystemHistaleisthusbothinstructiveandcautionary,filledwithlessonsaboutinnovation,character,leadership,andvaluesShakespeare’sHenryVthestoryofawillfulandimmatureprincewhobecomesapassionatebutsensitive,callousbutsentimental,inspiringbutflawedkingbeginswiththeexhortation“OforaMuseoffire,thatwouldascendThebrightestheavenofinvention”ForSteveJobs,theascenttothebrightestheavenofinventionbeginswithataleoftwosetsofparents,andofgrowingupinavalleythatwasjustlearninghowtoturnsiliconintogoldCHAPTERONECHILDHOODAbandonedandChosenTheAdoptionWhenPaulJobswasmusteredoutoftheCoastGuardafterWorldWarII,hemadeawagerwithhiscrewmatesTheyhadarrivedinSanFrancisco,wheretheirshipwasdecommissioned,andPaulbetthathewouldfindhimselfawifewithintwoweeksHewasataut,tattooedenginemechanic,sixfeettall,withapassingresemblancetoJamesDeanButitwasn’thislooksthatgothimadatewithClaraHagopian,asweethumoreddaughterofArmenianimmigrantsItwasthefactthatheandhisfriendshadacar,unlikethegroupshehadoriginallyplannedtogooutwiththateveningTendayslater,inMarch,PaulgotengagedtoClaraandwonhiswagerItwouldturnouttobeahappymarriage,onethatlasteduntildeathpartedthemmorethanfortyyearslaterPaulReinholdJobshadbeenraisedonadairyfarminGermantown,WisconsinEventhoughhisfatherwasanalcoholicandsometimesabusive,PaulendedupwithagentleandcalmdispositionunderhisleatheryexteriorAfterdroppingoutofhighschool,hewanderedthroughtheMidwestpickingupworkasamechanicuntil,atagenineteen,hejoinedtheCoastGuard,eventhoughhedidn’tknowhowtoswimHewasdeployedontheUSSGeneralMCMeigsandspentmuchofthewarferryingtroopstoItalyforGeneralPattonHistalentasamachinistandfiremanearnedhimcommendations,butheoccasionallyfoundhimselfinminortroubleandneverroseabovetherankofseamanClarawasborninNewJersey,whereherparentshadlandedafterfleeingtheTurksinArmenia,andtheymovedtotheMissionDistrictofSanFranciscowhenshewasachildShehadasecretthatsherarelymentionedtoanyone:Shehadbeenmarriedbefore,butherhusbandhadbeenkilledinthewarSowhenshemetPaulJobsonthatfirstdate,shewasprimedtostartanewlifeLikemanywholivedthroughthewar,theyhadexperiencedenoughexcitementthat,whenitwasover,theydesiredsimplytosettledown,raiseafamily,andleadalesseventfullifeTheyhadlittlemoney,sotheymovedtoWisconsinandlivedwithPaul’sparentsforafewyears,thenheadedforIndiana,wherehegotajobasamachinistforInternationalHarvesterHispassionwastinkeringwitholdcars,andhemademoneyinhissparetimebuying,restoring,andsellingthemEventuallyhequithisdayjobtobecomeafulltimeusedcarsalesmanClara,however,lovedSanFrancisco,andinsheconvincedherhusbandtomovebackthereTheygotanapartmentintheSunsetDistrictfacingthePacific,justsouthofGoldenGatePark,andhetookajobworkingforafinancecompanyasa“repoman,”pickingthelocksofcarswhoseownershadn’tpaidtheirloansandrepossessingthemHealsobought,repaired,andsoldsomeofthecars,makingadecentenoughlivingintheprocessTherewas,however,somethingmissingintheirlivesTheywantedchildren,butClarahadsufferedanectopicpregnancy,inwhichthefertilizedeggwasimplantedinafallopiantuberatherthantheuterus,andshehadbeenunabletohaveanySoby,afternineyearsofmarriage,theywerelookingtoadoptachildLikePaulJobs,JoanneSchieblewasfromaruralWisconsinfamilyofGermanheritageHerfather,ArthurSchieble,hadimmigratedtotheoutskirtsofGreenBay,whereheandhiswifeownedaminkfarmanddabbledsuccessfullyinvariousotherbusinesses,includingrealestateandphotoengravingHewasverystrict,especiallyregardinghisdaughter’srelationships,andhehadstronglydisapprovedofherfirstlove,anartistwhowasnotaCatholicThusitwasnosurprisethathethreatenedtocutJoanneoffcompletelywhen,asagraduatestudentattheUniversityofWisconsin,shefellinlovewithAbdulfattah“John”Jandali,aMuslimteachingassistantfromSyriaJandaliwastheyoungestofninechildreninaprominentSyrianfamilyHisfatherownedoilrefineriesandmultipleotherbusinesses,withlargeholdingsinDamascusandHoms,andatonepointprettymuchcontrolledthepriceofwheat

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