乔布斯传之节选六

Cinderella

from Chapter Six

Markkula would become a father figure to Jobs. Like Jobs’s adoptive father, he would indulge Jobs’s strong will, and like his biological father, he would end up abandoning him.

“Mike really took me under his wing,” Jobs recalled. “His values were much aligned with mine. He emphasized that you should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last.”

Markkula wrote his principles in a one-page paper titled “The Apple Marketing Philosophy” that stressed three points. The first was empathy, an intimate connection with the feelings of the customer: “We will truly understand their needs better than any other company.” The second was focus: “In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.” The third and equally important principle, awkwardly named, was impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. “People DO judge a book by its cover,” he wrote. “We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.”

McKenna had his team get to work on brochures for the Apple II. So an art director, Rob Janoff, was assigned to create a new one. “Don’t make it cute,” Jobs ordered. Janoff came up with a simple apple shape in two versions, one whole and the other with a bite taken out of it. The first looked too much like a cherry, so Jobs chose the one with a bite. He also picked a version that was striped in six colors, with psychedelic hues sandwiched between whole-earth green and sky blue, even though that made printing the logo significantly more expensive. Atop the brochure McKenna put a maxim, often attributed to Leonardo da Vinci, that would become the defining precept of Jobs’s design philosophy: “Simplicity is the ultimate sophistication.”

春水

马库拉终会成为像乔布斯父亲般的人物，如养父那样做她逐梦路上的坚强后盾，又如他的生父，终将把他抛弃。
        “老马真的很照顾我，”乔帮主回忆道，“他的价值观和我的不谋而合，笃信开公司的初衷绝不是致财，君子须有大志，以立百年清誉为务。”
        马库拉在一张纸上，将自己的信念衍生为苹果的营销哲学，下分三点：第一点是想顾客所想，对客户的动态密切关注：“我们更懂他们。”第二点是专注，为了全力以赴做到最好，我们必须学会“舍得”。第三个同样重要的原则是，穿新衣有心情，虽然名字不好听，这一点着重说明人们只消看我们的标志便会对我们的公司好坏事务优劣做出判断。“人们确实会以貌取人，”老马写到。“我们也许有最好的产品，最高的品质，最实用的软件等等；但是如果我们草草包装，那些产品就会被看做是粗制滥造的；如果我们包装地新奇有趣又专业高端，我们会赋予它这些消费者梦寐以求的品质。”
        麦肯纳的工作小组已开始为苹果编纂说明手册，艺术指导罗波 詹呢幅受命开发一个新的苹果标志。乔布斯要求：“不要搞得太花哨复杂”。罗波推出了两个简单的苹果形状备选，一个是完整的苹果，另一个则被咬了一口。因为第一个看上去太像樱桃了，所以乔帮主就选了第二个。他还挑选了一个版本，大地绿和天蓝色之间色彩迷幻相间，整个标志被六种色彩严密包实，但是这个商标的印刷成本也就随之大幅增加，在莱昂纳多的推动下，麦肯纳在册子顶端书写了一句格言“简约之美，美在无穷的深意”，这将会成为乔帮主设计哲学的决定性理念。