Libor Kubin Mun kawo muku mako guda da ya wuce samfurin farko daga littafin The Steve Jobs Journey na Jay Elliot. Jáblíčkář ya kawo muku gajeriyar misali na biyu.
6. K’UNGIYAR KYAUTATA KYAUTATA
Wani muhimmin al'amari na kowace ƙungiya shine tsara tsarinta don biyan bukatun kasuwancin. A farkon shekarun Apple, kamfanin ya bunƙasa akan nasarar Apple II. Tallace-tallace sun kasance masu girma kuma suna karuwa a kowane wata, Steve Jobs ya zama fuskar fasaha ta kasa da kuma alamar samfurori na Apple. Bayan haka shine Steve Wozniak, wanda ke samun ƙarancin ƙima fiye da yadda ya cancanta a matsayin gwanin fasaha.
A farkon shekarun 1980, hoton ya fara canzawa, amma gudanarwar Apple ba su ga matsalolin da suka kunno kai ba, wanda kuma nasarar da kamfanin ya samu ya lullube shi.
Mafi kyawun lokuta, mafi munin lokuta
Lokaci ne da duk kasar ke shan wahala. Farkon 1983 ba lokaci ne mai kyau ga manyan kasuwanci a kowace masana'antu ba. Ronald Reagan ya maye gurbin Jimmy Carter a Fadar White House, kuma Amurka har yanzu tana fama da mummunan koma bayan tattalin arziki - wani nau'i na koma bayan tattalin arziki na musamman wanda yawan hauhawar farashin kayayyaki, yawanci hade da buƙatu mai yawa, yana haɗuwa tare da ayyukan tattalin arziki. An kira shi "stagflation". Don daidaita dodo na hauhawar farashin kayayyaki, Shugaban Reserve na Tarayya Paul Volckner ya kori kudaden ruwa zuwa tsayin daka da kuma dakile bukatar masu amfani.
Don ƙarin takamaiman, IBM ya sauka kamar ton na tubalin a cikin ƙaramin akwatin sandbox na PC wanda Apple ya taɓa samun kansa. IBM ya kasance kato ɗaya daga cikin masu shiga tsakani a cikin kasuwancin kwamfuta na sirri. Matsayin "dwarfs" mallakar kamfanonin General Electric, Honeywell da Hewlett-Packard. Apple ma ba za a iya kiransa dwarf ba. Idan sun sanya shi a kan layin ƙasa na IBM, zai kasance cikin kuskuren zagaye. Don haka an ƙaddara Apple za a mayar da shi zuwa wani bayanin da ba shi da mahimmanci a cikin littattafan tattalin arziki?
Kodayake Apple II ya kasance "saniya mai tsabar kudi" ga kamfanin, Steve daidai ya ga cewa rokonsa zai ragu. Ko da mafi muni shine babban koma baya na farko da kamfanin ya fuskanta: abokan ciniki suna dawo da $ 7800 kowane sabon Apple IIIs saboda matsala tare da matsala ta kebul ɗin da ba ta wuce centi talatin ba.
Sai IBM ya kai hari. Ya haɓaka sabon PC ɗin sa tare da talla mai ban sha'awa, kyakkyawa mai ban sha'awa mai nuna halin Charlie Chaplin. Ta hanyar shiga kasuwa, "Big Blue" (sunan laƙabi na IBM) ya shafi halalcin ƙididdiga na sirri fiye da yadda kowane mai sha'awar sha'awa zai iya yi. Kamfanin ya ƙirƙiri sabuwar kasuwa mai girman gaske tare da ɗaukar yatsunsa. Amma tambayar kai tsaye ga Apple ita ce: Ta yaya a duniya za ta iya yin gogayya da ƙarfin kasuwar IBM?
Apple yana buƙatar babban "aikin na biyu" don tsira, balle ya bunƙasa. Steve ya yi imanin cewa zai sami mafita mai kyau a cikin ƙananan ƙungiyoyin ci gaba da ya gudanar: ƙungiyar mai da hankali kan samfur. Amma zai fuskanci daya daga cikin matsalolin da ba za a iya shawo kansa ba a cikin aikinsa, kalubalen da kansa ya yi.
Binciken jagoranci
Yanayin gudanarwa a Apple yana da matsala. Steve shi ne shugaban hukumar kuma ya ɗauki wannan matsayi da muhimmanci. Duk da haka, babban abin da ya fi mayar da hankali ga Mac. Har yanzu Mike Scott bai tabbatar da cewa shine zabin da ya dace ga shugaban kasa ba, kuma Mike Markkula, mai saka hannun jari na agaji wanda ya sanya kudin farko don taimakawa Steves biyu su fara kasuwancin, har yanzu yana aiki a matsayin Shugaba. Duk da haka, yana neman hanyar da zai mika aikinsa ga wani.
Duk da matsin lamba da Steve ya sha, yana tuƙi sau ɗaya a wata zuwa harabar Stanford da ke kusa kuma na raka shi a can. A cikin tafiye-tafiyen mota da yawa ni da Steve, zuwa Stanford da kuma bayansa, koyaushe ya kasance abin jin daɗin hawa tare. Steve ƙwararren direba ne, mai lura da zirga-zirgar ababen hawa a kan hanya da abin da sauran direbobi suke yi, amma sai ya tuƙi kamar yadda ya tuka aikin Mac: cikin sauri, yana son komai ya faru da sauri.
A lokacin waɗannan ziyarar kowane wata zuwa Stanford, Steve ya sadu da ɗalibai a makarantar kasuwanci-ko dai a cikin ƙaramin ɗakin karatu na ɗalibai talatin ko arba'in, ko kuma a cikin taron karawa juna sani a kusa da teburin taro. Biyu daga cikin ɗaliban farko Steve ya karɓi cikin ƙungiyar Mac bayan kammala karatun. Su ne Debi Coleman da Mike Murray.
A ɗaya daga cikin tarurrukan mako-mako tare da shugabannin ƙungiyar Mac, Steve ya yi ƴan tsokaci game da buƙatar samun sabon Shugaba. Debi da Mike nan da nan suka fara yabon Shugaban PepsiCo John Sculley. Ya kasance yana yin lecture a makarantar kasuwancin su. Sculley ya jagoranci kamfen ɗin tallace-tallace a cikin 1970s wanda a ƙarshe ya ci rabon kasuwar PepsiCo daga Coca-Cola. A cikin abin da ake kira Pepsi Challenge (tare da Coke a matsayin mai ƙalubalantar, ba shakka), abokan ciniki masu rufe ido sun gwada abubuwan sha guda biyu kuma an ba su aikin faɗin abin da suka fi so. Tabbas koyaushe sun zaɓi Pepsi a cikin talla.
Debi da Mike sun yi magana sosai game da Sculley a matsayin ƙwararren mai zartarwa da ƙwararren talla. Ina tsammanin duk wanda ke wurin ya ce wa kansa, "Wannan shi ne abin da muke bukata."
Na yi imani Steve ya fara magana da John ta wayar tarho da wuri kuma ya yi doguwar ganawa ta karshen mako tare da shi bayan ƴan makonni. A cikin hunturu ne - Na tuna Steve yana gaya mani cewa suna tafiya a cikin Central Park mai dusar ƙanƙara.
Ko da yake John ba shakka bai san komai ba game da kwamfutoci, Steve ya gamsu sosai da iliminsa na talla, wanda, a tsakanin sauran abubuwa, ya kai shi ga shugaban wani katafaren kamfanin talla kamar PepsiCo. Steve ya yi tunanin cewa John Sculley zai iya zama babbar kadara ga Apple. Ga John, duk da haka, tayin Steve yana da aibu a bayyane. Apple karamin kamfani ne idan aka kwatanta da PepsiCo. Bugu da ƙari, duk abokan John da abokan kasuwanci sun dogara ne akan Gabas Coast. Bugu da kari, ya samu labarin cewa yana daya daga cikin masu neman mukamin shugaban hukumar gudanarwa ta PepsiCo. Amsar da ya bayar ta ce a'a.
Steve ya kasance yana da halaye da yawa waɗanda ke alamta jagora mai nasara: azanci da azama. Bayanin da ya yi amfani da shi don cajole Sculley ya zama almara a cikin kasuwancin. "Kuna so ku ciyar da sauran rayuwar ku ta hanyar sayar da ruwan sukari, ko kuna son samun damar canza duniya?" Tambayar ta bayyana kadan game da halin Sculley fiye da yadda ya yi game da Steve da kansa - yana iya ganin hakan a fili kadai ya kaddara ya canza duniya.
John ya tuna da yawa daga baya, "Na haɗiye ne kawai domin na san idan na ƙi zan yi sauran rayuwata tunanin abin da na rasa."
Ganawa da Sculley sun ci gaba da wasu watanni da yawa, amma a lokacin bazara na 1983, Apple Computer a ƙarshe ya sami sabon Shugaba. A yin haka, Sculley ya yi cinikin gudanar da harkokin kasuwanci na duniya na gargajiya kuma ɗaya daga cikin fitattun samfuran duniya don gudanar da ƙaramin kamfani a masana'antar da bai san komai ba. Bugu da ƙari, wani kamfani wanda wasu masu sha'awar kwamfuta biyu ne suka tsara hotonsa da ke aiki a cikin gareji jiya da ta gabata wanda yanzu ke ɗaukar titan masana'antu.
A cikin 'yan watanni masu zuwa, John da Steve sun yi kyau sosai. 'Yan jaridun ciniki sun yi musu lakabi da "The Dynamic Duo". Sun yi taro tare kuma a zahiri ba sa rabuwa, aƙalla a ranakun aiki. Bugu da ƙari, sun kasance kamfanin tuntuɓar juna - John ya nuna wa Steve yadda ake gudanar da babban kamfani, kuma Steve ya shigar da John cikin sirrin raƙuman ruwa da gidaje. Amma tun daga farko, babban aikin Steve Jobs, Mac, yana da jan hankali na sihiri ga John Sculley. Tare da Steve a matsayin jagorar leken asiri da jagorar yawon shakatawa, ba za ku yi tsammanin sha'awar John ta juya wani wuri ba.
Don taimaka wa John a cikin mawuyacin hali daga abubuwan sha mai laushi zuwa fasaha, wanda mai yiwuwa ya zama kamar duniya mai ban mamaki a gare shi, na sanya ɗaya daga cikin ma'aikatan IT, Mike Homer, a wani ofishin da ke kusa da wurin aiki na Johny don yin aiki a matsayin na hannun damansa. da kuma samar masa da basirar fasaha . Bayan Mike, wani matashi mai suna Joe Hutsko ya ɗauki aikin—abin da ya fi ban mamaki domin Joe ba shi da digiri na kwaleji kuma ba shi da horo na fasaha. Duk da haka, 100% ya dace da aikin. Ina tsammanin yana da mahimmanci John da Apple su sami "baba" a hannu.
Steve ya yarda da waɗannan 'yan tsaka-tsaki, amma bai yi farin ciki sosai ba. Maimakon haka, shi kaɗai ne tushen ilimin fasaha na Yahaya. Duk da haka, a bayyane yake cewa Steve yana da wasu abubuwa a zuciyarsa fiye da zama mashawarcin Yahaya.
John da Steve sun kasance a kan shafi ɗaya cewa wani lokaci suna kammala jimlolin juna. (Gaskiya, ban taɓa ji ba, amma labarin ya zama wani ɓangare na labarin John da Steve.) A hankali John ya ɗauki ra'ayin Steve cewa gaba ɗaya Apple gaba ɗaya yana tare da Macintosh.
Steve ko John ba su iya yin hasashen yaƙin da ke jiransu ba. Ko da Nostradamus na zamani ya annabta yaƙi a Apple, tabbas za mu yi tunanin za a yi yaƙi da samfuran: Macintosh da Lisa, ko Apple da IBM.
Ba mu taɓa tunanin cewa yaƙin zai zama abin mamaki game da yadda aka tsara al'umma ba.
Hargitsin tallace-tallace
Ɗaya daga cikin manyan matsalolin Steve shine Lisa, kwamfutar tafi-da-gidanka ta Apple, wanda kamfanin ya yi watsi da shi a watan da aka yi hayar Sculley. Apple ya so ya rushe kagara na abokan cinikin IBM tare da Lisa. An kuma ƙaddamar da ingantaccen sigar Apple II, Apple IIe, a lokaci guda.
Steve har yanzu ya yi iƙirarin cewa an gina Lisa ne da fasahar zamani, amma akwai matsala mafi girma da ke jira a kasuwa: farashin gabatarwa ya kai dala dubu goma. Lisa ta kasance tana yaƙi don matsayinta mai ƙarfi tun farkon lokacin da ta bar ƙofofin tsere. Ba shi da isasshen ƙarfi, amma ya fi cika da nauyi da tsada. Nan da nan ya zama gazawa kuma ba wani muhimmin abu bane a cikin rikicin da ke tafe. A halin yanzu, Apple IIe, tare da sababbin software, mafi kyawun zane-zane da sarrafawa mafi sauƙi, ya zama babban nasara. Babu wanda ya yi tsammanin wannan ƙarin ko žasa da haɓakawa na yau da kullun zai juya zuwa babban abin ci gaba.
Makasudin Mac, a gefe guda, shine mafari-mafari, mutum. Farashinsa ya kai kusan dala dubu biyu, wanda ya sa ya fi Lisa kyau sosai, amma har yanzu yana da tsada fiye da babban abokin hamayyarsa, IMB PC. Kuma akwai kuma Apple II, wanda, kamar yadda ya juya, ya ci gaba da shekaru masu yawa. Yanzu, Apple labari ne na samfurori guda biyu, Apple IIe da Mac. An kawo John Sculley don magance matsalolin da su. Amma ta yaya zai iya magance su yayin da kunnuwansa ke cike da labarun Steve game da Mac, ɗaukakarsa da kyawunsa, da abin da zai kawo wa kwamfuta da masu amfani da Apple?
Saboda wannan rikici na kungiya, kamfanin ya rabu gida biyu, Apple II da Mac. Haka abin yake a shagunan sayar da kayayyakin Apple. Babban abokin hamayyar Mac shine Apple II. A lokacin da rikici ya yi zafi, kamfanin yana da kimanin ma'aikata 4000, wanda 3000 suka goyi bayan layin samfurin Apple II kuma 1000 sun goyi bayan Lisa da Mac.
Duk da rashin daidaituwa na uku-da-daya, yawancin ma'aikata sun yi imanin cewa John yana yin watsi da Apple II saboda ya mayar da hankali ga Mac. Amma daga cikin kamfanin, yana da wuya a ga wannan "mu da su" a matsayin matsala ta gaske, saboda an sake rufe shi da manyan ribar tallace-tallace da dala biliyan 1 a asusun banki na Apple.
Faɗin samfura na faɗaɗa ya saita mataki don wasan wuta na ban mamaki da babban wasan kwaikwayo.
Hanyar zuwa kasuwa ta kasance al'ada ga Apple II a fagen kayan lantarki na mabukaci - an sayar da shi ta hanyar masu rarrabawa. Masu rarrabawa sun sayar da kwamfutoci ga makarantu da dillalai. Kamar sauran kayayyaki kamar injin wanki, abin sha, motoci, masu siyar da kayayyaki ne suka sayar da samfurin ga kowane kwastomomi. Don haka abokan cinikin Apple ba masu amfani da ƙarshen mutum bane, amma manyan kamfanonin rarrabawa.
Idan muka waiwaya baya, ya bayyana a gare mu cewa wannan shine kuskuren tashar tallace-tallace don samfurin mabukaci mai tsananin fasaha kamar Mac.
Yayin da ƙungiyar Mac ta yi aiki da zazzaɓi don kammala ƙa'idodin ƙarshe da ake buƙata don ƙaddamar da jinkiri da yawa, Steve ya ɗauki samfurin demo akan yawon shakatawa na manema labarai. Ya ziyarci garuruwa kusan takwas na Amurka domin baiwa masu yada labarai damar kallon kwamfutar. A wani tasha, gabatarwa ba ta yi kyau ba. An sami kuskure a cikin software.
Steve ya yi iya ƙoƙarinsa don ya ɓoye shi. Da ‘yan jaridar suka tafi, ya kira Bruce Horn, wanda ke kula da manhajar, ya bayyana masa matsalar.
"Har yaushe ne gyaran zai ɗauka?"
Bayan ɗan lokaci Bruce ya gaya masa, "Makonni biyu." Steve ya san abin da hakan ke nufi. Da ma ya ɗauki wani wata ɗaya, amma ya san Bruce a matsayin wanda zai kulle kansa a ofishinsa kuma ya zauna a wurin har sai an warware matsalar gaba ɗaya.
Koyaya, Steve ya san cewa irin wannan jinkirin zai gurgunta shirin ƙaddamar da samfurin. Yace sati biyu yayi yawa.
Bruce yana bayanin abin da gyara zai ƙunsa.
Steve yana mutunta wanda yake ƙarƙashinsa kuma ba shi da shakka cewa ba ya yin ƙari game da aikin da ake bukata. Duk da haka, ya ƙi yarda, "Na fahimci abin da kuke faɗa, amma sai ku fara warware shi."
Ban taɓa fahimtar inda ikon Steve ya iya tantance ainihin abin da zai yiwu da abin da ba ya fito ba, ko yadda ya isa gare shi, saboda ya rasa wasu ilimin fasaha.
An daɗe da dakata yayin da Bruce yake tunani. Sai ya amsa da cewa, "Ok, zan yi ƙoƙari in gama a cikin mako guda."
Steve ya gaya wa Bruce yadda ya ji daɗi. Kuna iya jin jin daɗin farin ciki a cikin muryar Steve mai daɗi. Akwai lokuta kamar haka sosai m.
A zahiri irin wannan yanayin ya sake maimaita kansa lokacin da lokacin abincin rana ya gabato kuma ƙungiyar injiniyoyin software da ke aiki akan haɓaka tsarin aiki sun ci karo da cikas ba zato ba tsammani. Yayin da ya rage mako guda a kan ranar ƙarshe don isar da lambar kwafin diski, Bud Tribble, shugaban ƙungiyar software, ya sanar da Steve cewa ba za su iya yin hakan ba. Mac ɗin dole ne ya aika da "bugged", software mara tsayayye mai lakabin "demo".
Maimakon fashewar da ake tsammani, Steve ya ba da tausar kuɗi. Ya yabawa kungiyar shirye-shirye a matsayin daya daga cikin mafi kyau. Kowa a Apple ya dogara da su. "Za ku iya yin hakan," in ji shi cikin sigar rarrashi na ƙarfafawa da tabbaci.
Sannan ya gama tattaunawa kafin masu shirye-shiryen su samu damar kin amincewa. Sun yi aiki makonni casa'in na tsawon watanni, galibi suna kwana a ƙarƙashin teburinsu maimakon komawa gida.
Amma ya yi musu wahayi. Sun gama aikin a minti na ƙarshe kuma a zahiri sun rage mintuna kaɗan kafin ranar ƙarshe.
Alamun farko na rikici
Amma alamun farko na kwantar da hankali tsakanin John da Steve, alamun cewa abokantakarsu na daɗaɗawa, sun zo ne a cikin dogon lokaci na yaƙin neman zaɓe wanda zai nuna alamar ƙaddamar da Macintosh. Labari ne na shahararren tallan TV na Macintosh na daƙiƙa 1984 a lokacin Super Bowl na XNUMX Ridley Scott ne ya ba da umarni, wanda ya shahara da fim ɗinsa ruwa Runner ya zama ɗaya daga cikin manyan daraktoci a Hollywood.
Ga wadanda har yanzu ba su saba da shi ba, tallan Macintosh ya nuna wani dakin taro mai cike da ma’aikatan da ke sanye da kayan gidan yari suna kallon wani katafaren allo inda wani mutum mai ban tsoro ke karantar da su. Ya kasance mai tunawa da wani yanayi daga wani babban labari na George Orwell 1984 game da yadda gwamnati ke sarrafa tunanin 'yan kasa. Nan take wata budurwa mai kallon wasa sanye da riga da jajayen wando ta fito da gudu ta jefar da guduma ta qarfe a jikin allo wanda ya karye. Haske ya shiga dakin, iska mai dadi ta kada cikinsa, wadanda aka yankewa hukuncin suka farka daga hayyacinsu. Muryar muryar ta ba da sanarwar, "A ranar 24 ga Janairu, Apple Computer za ta gabatar da Macintosh. Kuma za ku ga dalilin da ya sa 1984 ba zai zama haka ba 1984. "
Steve yana son tallan daga lokacin da hukumar ta samar masa da John. Amma John ya damu. Ya ji tallan ya haukace. Duk da haka, ya yarda cewa "zai iya aiki."
Lokacin da membobin hukumar suka kalli tallan, bata son kanta su. Sun umurci hukumar da ta hada hannu da kamfanin TV domin sayar da lokacin tallan Super Bowl da Apple ya saya ya mayar musu da kudaden.
Kamfanin TV ya bayyana ya yi ƙoƙari na gaskiya, amma ba shi da wani zaɓi sai dai ya sanar da cewa ya kasa samun mai saye don tallan.
Steve Wozniak ya tuna a fili yadda nasa dauki. "Steve (Ayyuka) ya kira ni don ya nuna mini tallan. Da na dube shi, na ce, 'Wannan tallan je namu.' Na tambayi ko za mu nuna shi a Super Bowl, kuma Steve ya ce hukumar ta kada kuri'ar adawa da shi."
Lokacin da Woz ya tambayi dalilin da ya sa, bangare ɗaya na amsar da zai iya tunawa saboda ya mai da hankali a kai shi ne cewa an kashe dala 800 don gudanar da tallan. Woz ya ce, "Na yi tunani game da shi na ɗan lokaci sannan na ce zan biya rabin idan Steve ya biya ɗayan."
Da yake waiwaya baya, Woz ya ce, “Yanzu na fahimci yadda nake butulci. Amma ni mai gaskiya ne a lokacin.'
Wannan ya zama ba lallai ba ne, kamar yadda mataimakin shugaban zartarwa na Apple na tallace-tallace da tallace-tallace, Fred Kvamme, maimakon ganin wanda zai maye gurbin tallan Macintosh da aka watsa, ya yi wani muhimmin kiran waya na minti na karshe wanda zai shiga cikin tarihin talla. : "Watsa shi."
Jama’a sun yi sha’awa da kaduwa da tallan. Ba su taba ganin irinsa ba. A wannan maraice, darektocin labarai a gidajen talabijin a fadin kasar sun yanke shawarar cewa wurin tallata ya kasance na musamman wanda ya cancanci rahoton jarida, kuma ya sake yada shi a matsayin wani bangare na shirye-shiryen labarai na dare. Don haka sun ba wa Apple ƙarin lokacin talla na miliyoyin daloli free.
Steve ya sake tsayawa kan illolinsa. Washegari da aka watsa shirye-shiryen, na zagaya da shi a wani kantin sayar da kwamfuta da ke Palo Alto da sassafe, inda aka yi doguwar layin mutane suna jiran buɗe shagon. Haka abin yake a shagunan kwamfuta a fadin kasar. A yau, mutane da yawa suna ɗaukar wannan wurin TV a matsayin mafi kyawun tallace-tallace da aka taɓa watsawa.
Amma a cikin Apple, talla ya yi lalacewa. Hakan ya haifar da hassada da mutane a cikin kungiyoyin Lisa da Apple II suka ji game da sabon Macintosh. Akwai hanyoyin kawar da irin wannan kishi da kishi a cikin al'umma, amma dole ne a yi su da wuri, ba a minti na karshe ba. Idan hukumomin Apple sun sami matsala daidai, za su iya yin aiki don sa kowa a cikin kamfanin ya yi alfahari da Mac kuma yana son ganin ya yi nasara. Babu wanda ya fahimci abin da tashin hankali ke yi wa ma'aikatan.
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godiya ga masu nuni, amma ina so in same shi a kantin sayar da littattafai :)
Mu ma muna son hakan. Amma da gaske Apple yana yin rikici. An amince da tarihin Ayyukan Ayyuka a cikin sa'o'i 24, muna jiran Tafiya na Steve Jobs fiye da mako guda.
Har ila yau, muna tunanin, da rashin alheri, Apple yanzu yana amincewa da littattafai na dogon lokaci wanda ba a taɓa ganin irinsa ba. Tuni dai wasu karin mutane suka koka. Abin takaici, ba za mu yi tasiri ba, yayin da aka amince da ci gaba da Ayyukan Aiki zuwa gobe.