Libor Kubín Muchitsanzo chotsatira kuchokera m'buku la The Journey of Steve Jobs lolemba Jay Elliot, muphunzira ntchito yomwe kutsatsa idachita mu Apple.
1. CHOTSEKULA CHIKHOMO
Kujambula
Steve Jobs ndi Steve Wozniak adayambitsa Apple mumwambo waukulu wa Silicon Valley womwe umadziwika ndi omwe adayambitsa HP Bill Hewlett ndi Dave Packard, mwambo wa amuna awiri m'galimoto.
Mbali ya mbiri ya Silicon Valley ndikuti tsiku lina panthawi yoyambirira ya garaja, Steve Jobs adawona malonda a Intel omwe ali ndi zithunzi za zinthu zomwe aliyense angagwirizane nazo, monga ma hamburgers ndi tchipisi. Kusowa kwa mawu aukadaulo ndi zizindikiro kunali kodabwitsa. Steve anachita chidwi kwambiri ndi njira imeneyi moti anaganiza zofufuza yemwe analemba malondawo. Ankafuna kuti wizard iyi ipange chozizwitsa chomwecho kwa mtundu wa Apple chifukwa "idali ikuwuluka bwino pansi pa radar."
Steve adayimbira Intel ndikufunsa kuti ndi ndani yemwe amayang'anira malonda awo komanso ubale wamakasitomala. Adapeza kuti yemwe adayambitsa zotsatsazo anali munthu wina dzina lake Regis McKenna. Adayitana mlembi wa McKenna kuti akambirane naye, koma adakanidwa. Komabe sanasiye kuyimba foni mpaka kanayi pa tsiku. Pambuyo pake mlembiyo anapempha abwana ake kuti agwirizane ndi msonkhanowo, ndipo pamapeto pake anamuchotsa Steve.
Steve ndi Woz adawonekera kuofesi ya McKenna kuti alankhule. McKenna adawamvera mwaulemu ndikuwauza kuti alibe nazo chidwi. Steve sanasunthe. Anapitiliza kuuza McKenna momwe Apple idzakhalire-inchi iliyonse yabwino ngati Intel. McKenna anali waulemu kwambiri kuti asalole kuchotsedwa ntchito, choncho kulimbikira kwa Steve kunapindula. McKenna adatenga Apple ngati kasitomala wake.
Ndi nkhani yabwino. Ngakhale kuti zatchulidwa m’mabuku ambiri, sizinachitikedi.
Regis akuti adayamba kugwira ntchito panthawi yomwe zotsatsa zaukadaulo zidatulutsa zambiri zaukadaulo. Pamene adapeza Intel ngati kasitomala, adakwanitsa kupeza chilolezo chawo kuti apange zotsatsa zomwe zingakhale "zokongola komanso zosangalatsa". Zinali zamwayi kulemba ganyu "wotsogolera opanga kuchokera kumakampani ogula omwe samatha kusiyanitsa ma microchips ndi tchipisi ta mbatata" motero amapanga zotsatsa zopatsa chidwi. Koma sizinali zophweka nthawi zonse kwa Regis kukopa makasitomala kuti awavomereze. "Zinatengera kutsimikizika kwakukulu kuchokera kwa Andy Grove ndi ena ku Intel."
Ndiwo mtundu wazinthu zomwe Steve Jobs ankafuna. Pamsonkhano woyamba, Woz adawonetsa Regis cholembera ngati maziko a malonda. Anali odzaza ndi zilankhulo zaukadaulo ndipo Woz "sanafune kuti wina awalembe". Regis adati sangagwire ntchito kwa iwo.
Panthawiyi, Steve wamba adawonekera - amadziwa zomwe amafuna ndipo sanagonje. Atakana koyamba adayitana ndikukonza msonkhano wina, ulendo uno osamuuza Woz za izo. Pamsonkhano wawo wachiwiri, Regis anali ndi malingaliro osiyana a Steve. Kuyambira nthawi imeneyo, adalankhula za iye nthawi zambiri kwa zaka zambiri: "Nthawi zambiri ndanena kuti owona masomphenya enieni omwe ndakumana nawo ku Silicon Valley ndi Bob Noyce (wa Intel) ndi Steve Jobs. Jobs amatamandidwa kwambiri ndi Woz ngati katswiri waukadaulo, koma ndi Jobs omwe adapangitsa kuti osunga ndalama azikhulupirira, nthawi zonse amapanga masomphenya a Apple, ndikuwongolera kampaniyo kuti ikwaniritsidwe. ”
Steve adachoka pamsonkhano wachiwiri mgwirizano ndi Regis kuti avomereze Apple ngati kasitomala. "Steve anali ndipo akadali wolimbikira pankhani yokwaniritsa zinazake. Nthawi zina zinali zovuta kuti ndisiye msonkhano ndi iye,” akutero Regis.
(Zolemba zapambali: Kuti apeze ndalama za Apple, Regis adalimbikitsa kuti Steve alankhule ndi capitalist Don Valentine, ndiye woyambitsa komanso mnzake ku Sequoia Capital. zigawenga za mtundu wa anthu?’” Koma ngakhale iye anakhulupirira Valentine. Mnzake wofanana wa Steves Arthur Rock wosunga ndalama ku banki adawapatsanso ndalama zoyambira pakampaniyi, ndipo monga tikudziwira, pambuyo pake adayamba kukhala wamkulu wamkulu.)
M'malingaliro anga, nkhani yokhudza Steve kufunafuna Regis ndikumutsimikizira kuti atenge Apple ngati kasitomala ili ndi chinthu chimodzi chofunikira kwambiri. Ndi mfundo yakuti Steve, akadali wamng'ono kwambiri komanso wosadziwa zambiri panthawiyo kuposa inu, owerenga, mwinamwake, mwamvetsetsa kufunikira kwa mtengo wa chizindikiro, kumanga chizindikiro. Kukula, Steve analibe digiri ya koleji kapena bizinesi ndipo analibe manejala kapena wamkulu muzamalonda kuti aphunzirepo. Komabe mwanjira ina adamvetsetsa kuyambira pachiyambi pomwe kuti Apple ikhoza kuchita bwino kwambiri ngati itadziwika kuti ndi mtundu.
Anthu ambiri amene ndakumana nawo sanayambebe kumvetsa mfundo yofunika imeneyi.
Steve ndi luso la branding
Kusankha kampani yotsatsa kuti igwire ntchito ndi Regis kuti iwonetse Apple ngati mtundu, dzina lomwe lingakhale dzina lanyumba, sinali ntchito yovuta. Chiat/Day yakhalapo kuyambira 1968 ndipo yapanga zotsatsa zaluso zomwe pafupifupi aliyense waziwona. Mtolankhani Christy Marshall anafotokoza moyenerera bungweli kuti: “Kumalo kumene chipambano chimadzetsa kudzikuza, kumene kutengeka mtima kumalekezera kutengeka maganizo ndi kumene kulimba mtima kumawoneka mokaikitsa ngati kusokonezeka maganizo. Ndilonso fupa m'khosi la Madison Avenue, kunyoza zomwe adapanga, nthawi zambiri amatsutsa zotsatsa ngati zopanda ntchito komanso zopanda ntchito, ndiyeno kuwatsanzira. ” adamusankha.)
Kwa aliyense amene amafunikira kutsatsa kwanzeru, kwanzeru komanso ali ndi mphamvu zowonekera, mawu a mtolankhani ndi mndandanda wachilendo koma wochititsa chidwi wazomwe angayang'ane.
Munthu yemwe adayambitsa "1984", katswiri wotsatsa malonda Lee Clow (tsopano wamkulu wa bungwe la advertising conglomerate TBWA), ali ndi maganizo ake pa kulera ndi kuthandizira anthu opanga. Akuti iwo ndi "50 peresenti ego ndi 50 peresenti osatetezeka. Ayenera kuuzidwa nthawi zonse kuti ndi abwino komanso okondedwa ”.
Steve akapeza munthu kapena kampani imene ikukwaniritsa zofunika zake, amakhala wokhulupirika kwa iwo. Lee Clow akufotokoza kuti ndizofala kuti makampani akuluakulu asinthe mwadzidzidzi mabungwe otsatsa, ngakhale patatha zaka zambiri zochita bwino kwambiri. Koma Steve akuti zinthu zinali zosiyana kwambiri ndi Apple. Inali "nkhani yaumwini kwambiri kuyambira pachiyambi". Malingaliro a Apple nthawi zonse amakhala akuti: "Ngati titachita bwino, mumachita bwino ... Ngati tichita bwino, muchita bwino. Muzataya phindu ngati tilephera.''
Njira ya Steve Jobs kwa opanga ndi magulu opanga, monga Clow adafotokozera, inali yokhulupirika kuyambira pachiyambi kenako kwa zaka. Clow amatcha kukhulupirika uku "njira yolemekezedwa chifukwa cha malingaliro anu ndi zopereka zanu."
Steve adawonetsa kukhulupirika kwake komwe adafotokozedwa ndi Clow pokhudzana ndi kampani ya Chiat / Day. Atachoka ku Apple kuti akapeze NEXT, oyang'anira Apple adakana mwachangu bungwe lotsatsa lomwe Steve adasankha kale. Steve atabwerera ku Apple patatha zaka khumi, chimodzi mwazochita zake zoyamba chinali kuchitanso Chiat / Day. Mayina ndi nkhope zasintha kwa zaka zambiri, koma zopangazo zimakhalabe, ndipo Steve akadali ndi ulemu wokhulupirika kwa malingaliro ndi zopereka za antchito.
Pagulu
Ndi anthu ochepa okha amene adatha kukhala nkhope yodziwika bwino ya mkazi kapena mwamuna kuchokera pachikuto cha magazini, nkhani zamanyuzipepala ndi nkhani za pa TV. Inde, anthu ambiri amene apambana ndi andale, othamanga, ochita zisudzo kapena oimba. Palibe aliyense mubizinesiyo amene angayembekeze kukhala ngati munthu wotchuka yemwe adamuchitikira Steve popanda kuyesa.
Pomwe Apple idachita bwino, Jay Chiat, wamkulu wa Chiat / Day, adathandizira njira yomwe idayamba kale yokha. Anathandizira Steve ngati "nkhope" ya Apple ndi zinthu zake, monga Lee Iacocca anali atasintha pa Chrysler. Kuyambira masiku oyambirira a kampaniyo, Steve-wanzeru, wovuta, Steve wotsutsa-anali nkhope Apulosi.
M'masiku oyambirira, pamene Mac sanali kugulitsa bwino, ndinauza Steve kuti kampani ayenera kukonzekera malonda naye pa kamera, monga Lee Iacocca anachita bwino Chrysler. Kupatula apo, Steve adawonekera pamasamba akutsogolo nthawi zambiri kotero kuti anthu adamuzindikira mosavuta kuposa Lee muzotsatsa za Chrysler zoyambirira. Steve anali wokondwa ndi lingaliroli, koma akuluakulu a Apple omwe adasankha ntchito yotsatsayo sanagwirizane.
Zikuwonekeratu kuti makompyuta oyamba a Mac anali ndi zofooka, zomwe zimafala kwambiri pazinthu zambiri. (Tangoganizirani za mbadwo woyamba wa pafupifupi chirichonse kuchokera ku Microsoft.) Komabe, kumasuka kwa ntchito kunaphimbidwa pang'ono ndi kukumbukira kochepa kwa Mac ndi polojekiti yakuda ndi yoyera. Chiwerengero chachikulu cha mafani okhulupilika a Apple ndi mitundu yopangira muzasangalalo, zotsatsa ndi mabizinesi opangira zida zidapangitsa kuti chipangizochi chizigulitsa bwino kuyambira pachiyambi pomwe. Mac ndiye adatulutsa chosindikizira chonse pakompyuta pakati pa anthu okonda masewera komanso akatswiri.
Mfundo yoti Mac adanyamula "Made in the USA" adathandiziranso. Malo opangira makina a Mac ku Fremont adamera pomwe chomera cha General Motors - pomwe chidali chachikulu m'derali - chinali pafupi kutseka. Apple idakhala ngwazi yakumaloko komanso yadziko lonse.
Mtundu wa Macintosh ndi Mac, ndithudi, unapanga Apple yatsopano. Koma Steve atachoka, Apple idataya kukongola kwake chifukwa idagwirizana ndi makampani ena apakompyuta, kugulitsa kudzera munjira zogulitsa zachikhalidwe monga opikisana nawo onse ndikuyesa gawo la msika m'malo mwaukadaulo wazinthu. Nkhani yabwino yokha inali yakuti makasitomala okhulupirika a Macintosh sanataye ubale wawo ndi izo ngakhale panthawi yovutayi.
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Pepani Libor, koma mukuwoneka ngati wakupha pachithunzichi: D
Ndikudziwa kuti amati musaweruze buku ndi chikuto chake ndipo sindikufuna kuchepetsa ntchito ya osindikiza ndi anthu ena. Koma sindingathe kudzikhululukira. Ndi buku la Steve Jobs ndipo chivundikirocho chikhoza kuwonetsa izi. Chikuto cha bukuli ndi chowopsya kwambiri.
Ndivomereza kwathunthu…..Steve Jobs m'masiku oyambirira a Apple Computer Inc. adaphunzira kuchokera kwa mlangizi wake Mike Markkula kuti buku limagulitsidwa ndikuweruzidwa ndi chikuto chake. Steve anabweretsa lingaliro ili ku ungwiro, kapena ngakhale kutengeka….ndicho chifukwa chake lero tili ndi zinthu zangwiro muzopaka zapadera komanso zapamwamba kwambiri zomwe zimatipatsa ife kumverera kwapadera ndi kusiyanitsa pamene unboxing.
Chikuto cha bukuli ndikuwononga kwathunthu umunthu ndi malingaliro a Steve Jobs. Munthu yemwe anali ndi malingaliro odabwitsa pamapangidwe abwino komanso abwino, omwe amasamala zatsatanetsatane aliyense.
Bukuli liyeneradi kumasuliridwa bwino pachikuto poganizira za umunthu womwe uli mbali yaikulu ya bukuli.
Kwa: m + Maros Kadlec:
Mutha kuyikonda kapena ayi. Ineyo pandekha ndilibe vuto lalikulu ndi iye. Sindikudziwa chomwe chinapangitsa wofalitsa wa ku Czech kuti apange mapangidwe ake, koma kuyankhula za kutsutsa ... Kodi mwawona chivundikiro choyambirira? Choncho pitani kwa iye Penyani!...
izi: Libor http://thestevejobsway.com/ Ndikuyang'ana ndipo ndikugundanso parade :-)