喬布斯經典英文名言語錄帶翻譯(2)
關于喬布斯的英文閱讀：企業家成功的五大要素
No one could have taught you more about starting a company than Steve Jobs, and I had the privilege and honor of working for him in the Macintosh division of Apple.
沒有人能夠比斯蒂夫·喬布斯給你更多關于創建公司的指導了，而筆者也有幸能夠與他曾經在蘋果的麥金塔電腦(Macintosh)開發部門共同工作。
Over the course of several years, and then watching him for another two decades, these are the five most important things that I learned about startups from him.
經過了這些年，再留意他近20年的成就，下面就是筆者從他身上所學到的5件創建公司最重要的經驗。
1. People cannot tell you what they need.
1. 人們無法告訴你他們的需求是什么。
They can tell you what they want, and it’s usually along the lines of a better, faster and cheaper status quo. For example, in the 1980s, Apple’s customers wanted a better, faster and cheaper Apple II. No one asked for a Macintosh. Truly successful entrepreneurs create what people cannot articulate.
他們能夠告訴你他們需要的是什么，并且它常常隨著現有產品更好，更快和更便宜而演變的。比如在20世紀80年代，蘋果的顧客希望得到的是更完善，更快速和更便宜的Apple II。而Macintosh則無人問津。真正成功的企業家能夠為人們創造出人們無法用言語描述的產品。
2. Experts cannot tell you what to do.
2. 專家無法告訴你該做什么。
Experts are good at telling you what’s wrong with the current state of the art. They cannot tell you how to fix what’s wrong, nor, like customers, tell you how to leapfrog the current leaders.
專家們都很擅長告訴你當前到底出現了什么問題。但是他們不能告訴你如何解決這些問題，顧客也一樣，他們無法告訴你如何超越你的主導產品。
3. The action is on the next curve.
3. 在下一個轉折點行動。
In the 1830s, ice harvesters were wiped out by ice factories. In the 1850s, ice factories were wiped out by refrigerator companies. Duking it out on the current curve can work, but true innovation and entrepreneurship occurs when you get to the next curve or create a new one.
在19世紀30年代，冰礦采集器徹底被冰工廠取代了。而在19世紀50年代，冰工廠也徹底被冰箱公司取代了。在當前的時代轉折點與其他的競爭者一絕高下，絕對能夠創出一番新天地，但當你處于下一個轉折點或創造新的轉折點的時候，真正的創新與相關企業才會出現。
4. Design counts.
4. 設計很重要。
It might not matter to everyone, but design matters to enough people to make a startup successful. Simple functionality isn’t enough any more. Now your product or service has to do the job in an elegant and pleasing way. Steve Jobs and Apple have raised people’s expectations forever.
也許這并不與每個人都有關系，不過產品的設計確實能夠讓某些人讓新建的公司獲得成功?；镜漠a品功能已經不足以迎合市場需求了。如今你的產品或服務應該以一種優雅且怡人的方式贏得關注。喬布斯和蘋果公司就已經做到永遠地喚起人們的期待。
5. Value is not the same thing as price.
5. 價值與價格是兩回事。
Price is a number printed on a list. Value is the totality of the costs and benefits of a product. Something with a higher price can have a better value because it reduces costs, such as training, and produces better results. Don’t focus on price -- focus on providing and communicating value.
價格是標注在表單上的數字。價值是這件產品的成本與利潤的總和。某些價格更高的產品之所以價值更高，是因為它能夠降低成本，比如調試成本，并且還能創造更好的效果。但不要把焦點放在價格上——應該放在提供價值和溝通價值上。
One more thing: Steve Jobs taught me that some things need to be believed to be seen. Skeptics refuse to believe in something until they see it. If you want to be an entrepreneur, you have to believe in your idea. This is why Steve Jobs changed the world while most people waited for the world to change.
還有一件事：喬布斯教會了我某些事情要先相信才能看到。有懷疑主義者在真正看到一件事實之前拒絕相信它的可能性。如果你想要成為一名企業家，你必須相信自己的想法。這也是為什么喬布斯能夠在大多數人等待世界改變的時候，卻改變了世界。
關于喬布斯的英文閱讀：喬布斯時間膠囊
A time capsule buried by Apple founder Steve Jobs 30 years ago has been discovered after its location was long forgotten.
一個由蘋果公司創始人史蒂夫·喬布斯在30年前埋下的時間膠囊，日前在當初埋藏的地點被發現，不過這個時間膠囊早已被當事人給遺忘了。
In 1983, the young tech innovator was attending a conference in Aspen when he and the group decided to bury as a stunt during a design convention.
1983年，年輕的科技創新者喬布斯來阿斯彭參加大會，他和團隊在一次設計會議上決定埋下這個時間膠囊。
The tube that was filled with an eclectic collection of goods- ranging from the then-new apple mouse to a six-pack of beer for the people who discovered the time capsule- was meant to be dug up 20 years later.
管子里裝了五花八門不少東西：從當時的新款蘋果鼠標，到為發現時間膠囊的人準備的六罐裝的啤酒。他們原計劃是在20年后開啟這個時間膠囊。
There was a problem with that plan, however, as everyone involved forgot where it was buried.
不過這個計劃出了問題，因為當時所有參與者都忘記了掩埋的地點。
The final discovery happened at the hands of the crew from the National Geographic Channel's reality show called Diggers.
最后發現時間膠囊的，還是美國國家地理頻道真人秀節目《Diggers 》的欄目組成員。
The discovery was well documented and is surely going to be featured on an upcoming episode, and even the experts had problems finding this particular treasure.
這次的發現被悉心記錄下來，而且肯定會成為未來某一集節目的主題，不過就算是這個節目的專家，在找尋這個特別的寶物時也頗費了一番功夫。
CNET reports that in spite of their preparations and clear idea of where the 13-foot-long tube was, it still took them two hours to dig it up using heavy machinery.
CNET報道說，雖然他們準備充分，也非常清楚這個長約13英尺的管子的具體位置，但挖掘還是花了兩個小時，過程中還用到了重型機械。
To anyone removed from the tech industry, the accomplishment in finding the tube appears to be the biggest accomplishment.
對于遠離科技行業的人來說，發現這個管狀的時間膠囊似乎就是一項最大的成功。
To others, the most interesting object would likely be the 'Lisa' mouse placed in the tube by the hands of a then-28-year-old Jobs.
但對于業內人來說，管子里最讓人感興趣的東西可能就是麗莎鼠標，這是由當年28歲的喬布斯親自放進去的。
The Lisa Mouse, which Jobs named after his daughter, was one of the first commercial computer mice soled publicly, making it a rarity at the time.
麗莎鼠標是喬布斯用女兒的名字命名的，也是第一代公開銷售的商務電腦專用鼠標，在當時實屬罕見。
The Aspen Historical Society is going to help the show creators catalogue the tube's contents- but no word yet whether or not the Diggers cracked open one of the six bottles of Boddington's Ale that was left inside for the people who found the tube.
阿斯彭歷史協會也表示將幫助欄目負責人整理時間膠囊的目錄清單，不過關于《Diggers》欄目組成員有沒有打開時間膠囊中為發現管子的人準備的寶汀頓啤酒，目前暫無消息。
關于喬布斯的英文閱讀：蘋果開涮喬布斯的設計風格
During Apple's presentation of its new software, new iOS leader Craig Federighi made a bunch of jokes about the old look for iOS.
在蘋果的新軟件發布會上，iOS新領導者克雷格?費德里吉講了一大堆關于iOS老樣子的笑話。
When he revealed the new look for the calendar app on the Mac, he said, "No virtual cows were harmed in the making of this one."
當他透露Mac上日歷應用的全新樣子時，他說，“在制作這一個東西時沒有虛擬奶牛受到傷害。”
He also made fun of Apple's Game Center, which currently looks like a craps table in Vegas. The new version doesn't have the fake textures, and Federighi joked, "We ran out of felt and wood."
他還調侃了蘋果的游戲中心，其目前看起來像拉斯維加斯的一張雙骰兒賭博桌。新版本沒有假紋理，Federighi開玩笑說，“毛氈和木頭我們都用完了。”
The jokes were well-received by the people in the audience, but there was something slightly weird about them when you consider that Steve Jobs was a big proponent of the design style Federighi was trashing.
這個笑話被現場觀眾很好地接收了，但當你意識到史蒂夫喬布斯才是Federighi貶低的設計風格的最大提倡者時，對此只是有些略奇怪。
It's also weird that just a year ago Apple was pushing further into this style under Scott Forstall. Now, Apple is running away from the Forstall and Jobs style that defined iOS.
還讓人奇怪的是就在一年前蘋果公司還在斯科特?福斯托爾的領導下進一步深入這個風格?，F在，蘋果公司正遠離福斯托爾和喬布斯定義的iOS風格。
Everyone considers Jobs to be a genius who understood design. Now, Apple is not only abandoning his design style, but it's also openly mocking it.
每個人都認為喬布斯是一個懂設計的天才?，F在，蘋果不僅放棄了他的設計風格，而且還公開嘲笑它。
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喬布斯經典英文名言語錄帶翻譯(2)
