乔布斯传之节选25

Cinderella

from Chapter 25

Lee Clow, the creative director at Chiat/Day who had done the great “1984” ad for the launch of the Macintosh, was driving in Los Angeles in early July 1997 when his car phone rang. It was Jobs. “Hi, Lee, this is Steve,” he said. “Guess what? Amelio just resigned. Can you come up here?”

Apple was going through a review to select a new agency, and Jobs was not impressed by what he had seen. So he wanted Clow and his firm, by then called TBWA\Chiat\Day, to compete for the business. “We have to prove that Apple is still alive,” Jobs said, “and that it still stands for something special.”

Clow and his team tried a variety of approaches that praised the “crazy ones” who “think different.”        Jobs was as demanding as ever. When Clow’s team flew up with a version of the text, he exploded at the young copywriter. “This is shit!” he yelled. “It’s advertising agency shit and I hate it.” It was the first time the young copywriter had met Jobs, and he stood there mute. He never went back. But those who could stand up to Jobs, including Clow and his teammates Ken Segall and Craig Tanimoto, were able to work with him to create a tone poem that he liked. In its original sixty-second version it read:

        Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.
  
Jobs, who could identify with each of those sentiments, wrote some of the lines himself, including “They push the human race forward.” By the time of the Boston Macworld in early August, they had produced a rough version. They agreed it was not ready, but Jobs used the concepts, and the “think different” phrase, in his keynote speech there. “There’s a germ of a brilliant idea there,” he said at the time. “Apple is about people who think outside the box, who want to use computers to help them change the world.”

They debated the grammatical issue: If “different” was supposed to modify the verb “think,” it should be an adverb, as in “think differently.” But Jobs insisted that he wanted “different” to be used as a noun, as in “think victory” or “think beauty.” Also, it echoed colloquial use, as in “think big.” Jobs later explained, “We discussed whether it was correct before we ran it. It’s grammatical, if you think about what we’re trying to say. It’s not think the same, it’s think different. Think a little different, think a lot different, think different. ‘Think differently’ wouldn’t hit the meaning for me.”

哈迪夏

李．克劳 是广告代理公司的创作总监，他为推出苹果麦金塔电脑做过著名的的“1984”广告。1997年七月初，他正在洛杉矶驾驶，他汽车里的电话响了。是乔布斯打来的：“嗨,李,这是斯蒂夫,”他说。“你猜怎么着?阿梅里奥就职了。你能来我这里吗?”
苹果公司通反复审核来选择一个新的投资机构,而乔布斯曾经所看到的投资机构给他的印象不深刻。所以他想用克劳和他的公司来竞争，克劳的公司就是现在的李岱艾广告公司。“我们必须证明,苹果还能生存,”乔布斯说,“而且,它还代表了一个与众不同的东西。”
  克劳和他的团队试着不同的方法,赞扬这位“疯狂的人”， 他的“思维跟别人不一样”。“工作要求一如既往。当克劳的队友递进一个方案时,他开除了这位年轻的广告文字撰稿人。“这是狗屎!"他喊道。“这是广告代理公司的屎坑,我讨厌它。“这位年轻的广告文字撰稿是第一次见乔布斯,他站在那儿竟一句话也说不了，他再也不能回到从前了。而能够勇敢面对乔布斯的克劳和他的队友们肯．西格尔和克雷格．谷本,他们都能和他一起工作，创造他喜欢的创作。在最初的六十二版本上面写着:
   献给疯狂的人、不合时宜的人、叛逆者及麻烦制造者。他们不喜欢规则。他们不尊重现状。你可以响应他们或否定他们，可以颂扬他们抑或诋毁他们，而你唯一不能做的是忽视他们，因为他们改变事物，他们推动人类前进。当有些人把他们视为疯子时，我们看到的是天才。因为疯狂到认为他们可以改变世界的人，就是真正改变世界的人。
能够坚持每一个观念的乔布斯，写下了诸如“他们推动了人类的前进”之类的话语。在八月初的时候，他们拟出了一个粗略的设计，而乔布斯却在他们的基调演说当中采纳了他们这种新设计以及“另类思考”这一标语。那时候还说：这里具有大量非常优秀的新想法，苹果就属于那些幻想外面世界，想利用电脑来帮助自己改变世界的人。
  他们讨论了这语法问题:如果“不同”应该修设“想”这个动词话那它肯定是副词了,就像“不同的想法”一样。“但是乔布斯坚持说他希望“不一样”被用作来一个名词,像“想胜利”或“想完美”。同样,它反复在使用口语当中,如“胸怀大志”。“乔布斯后来解释说:“我们探讨过它是不是我们经营它之前就正确的。如果你在思考我们将说的话，这是语法问题。不能想跟别人一样的，要想不一样的。想出小小的不一样，想出很多的不一样，想不一样的。“不一样的想”不会打动我的。