Libor Kubin A cikin samfurin na gaba daga littafin The Journey of Steve Jobs na Jay Elliot, za ku koyi rawar da tallan ya taka a Apple.
1. BUDE KOFAR
saka alama
Steve Jobs da Steve Wozniak sun kafa Apple a cikin babban al'adar Silicon Valley da aka danganta ga masu kafa HP Bill Hewlett da Dave Packard, al'adar maza biyu a cikin gareji.
Wani ɓangare na tarihin Silicon Valley shine cewa wata rana a lokacin farkon garejin, Steve Jobs ya ga tallan Intel tare da hotunan abubuwan da kowa zai iya danganta su, abubuwa kamar hamburgers da guntu. Rashin sharuɗɗan fasaha da alamomi yana da ban mamaki. Wannan tsarin ya burge Steve sosai har ya yanke shawarar gano ko wanene marubucin tallan. Ya so wannan mayen ya haifar da mu'ujiza iri ɗaya ga alamar Apple saboda "har yanzu yana tashi da kyau a ƙarƙashin radar."
Steve ya kira Intel ya tambayi wanda ke kula da tallan su da dangantakar abokan ciniki. Ya gano cewa wanda ya shirya tallan wani mutum ne mai suna Regis McKenna. Ya kira sakatariyar McKenna don yin alƙawari da shi, amma ya ƙi. Duk da haka, bai daina kira ba, yana kiran har sau hudu a rana. A ƙarshe sakatariyar ta gaya wa maigidanta ya amince da taron, kuma daga ƙarshe ta kawar da Steve.
Steve da Woz sun bayyana a ofishin McKenna don ba da jawabinsu. McKenna ya ji su cikin ladabi ya gaya musu ba ya sha'awar. Steve bai motsa ba. Ya ci gaba da gaya wa McKenna yadda girman Apple zai kasance-kowane inci mai kyau kamar Intel. McKenna ya kasance mai ladabi don ya bar kansa a kore shi, don haka dagewar Steve ya biya. McKenna ya ɗauki Apple a matsayin abokin ciniki.
Labari ne mai kyau. Ko da yake an ambata shi a cikin littattafai da yawa, hakan bai faru ba.
Regis ya ce ya fara aiki ne a daidai lokacin da tallace-tallacen fasaha ke tona asirin samfuran fasaha. Lokacin da ya sami Intel a matsayin abokin ciniki, ya sami damar samun yardarsu don samar da tallace-tallacen da za su kasance "mai launi da nishaɗi". Abin farin ciki ne don hayar wani "daraktan ƙirƙira daga masana'antar mabukaci wanda ba zai iya bambanta tsakanin microchips da guntu dankalin turawa ba" kuma don haka samar da tallace-tallace masu kama ido. Amma ba koyaushe yana da sauƙi Regis ya shawo kan abokan ciniki don amincewa da su ba. "Yana da wuyar gamsarwa daga Andy Grove da sauransu a Intel."
Irin wannan kerawa Steve Jobs yake nema. A taron farko, Woz ya nuna Regis faifan rubutu a matsayin tushen talla. Suna cike da yare na fasaha kuma Woz ya yi "jinkirin samun wani ya rubuta su". Regis ya ce ba zai iya yi musu aiki ba.
A wannan mataki, irin Steve ya nuna - ya san abin da yake so kuma bai daina ba. Bayan kin amincewa na farko, ya kira ya shirya wani taro, a wannan karon ba tare da ya gaya wa Woz ba. A taronsu na biyu tare, Regis yana da ra'ayi daban-daban game da Steve. Tun daga wannan lokacin, ya yi magana game da shi sau da yawa a cikin shekaru: “Na sha faɗi cewa kawai masu hangen nesa na gaskiya da na sadu da su a Silicon Valley su ne Bob Noyce (na Intel) da Steve Jobs. Ayyuka suna da babban yabo ga Woz a matsayin ƙwararren ƙwararren fasaha, amma Ayyuka ne suka sami amincewar masu saka hannun jari, suka haifar da hangen nesa na Apple akai-akai, kuma suka jagoranci kamfanin zuwa cikarsa. "
Steve ya cire daga taron na biyu kwangila tare da Regis don karɓar Apple a matsayin abokin ciniki. "Steve ya kasance kuma har yanzu yana dagewa idan ana batun cimma wani abu. Wani lokaci yana yi mini wuya na bar taro da shi,” in ji Regis.
(Bayanai na gefe: Don haɓaka kuɗin Apple, Regis ya ba da shawarar cewa Steve ya yi magana da ɗan jari-hujja Don Valentine, sannan wanda ya kafa kuma abokin tarayya a Sequoia Capital. "Sai Don ya kira ni," Regis ya tuna, "ya tambaye ni, 'Me ya sa kuka aiko ni. wadanda suka yi watsi da jinsin bil'adama?'" Amma ko da ya gamsu da Valentine. Ko da yake ba ya son saka hannun jari a cikin "renegades", ya mika su ga Mike Markkul, wanda ya taimaka wajen kafa kamfanin da nasa jari, ta haka ne ya zama. daidai abokin tarayya na duka Steves zuba jari Arthur Rock kuma ya ba su da babban zagaye na farko na kudade na kamfanin, kuma kamar yadda muka sani, daga baya ya zama mai aiki a matsayin shugaban zartarwa.)
A ganina, labarin game da Steve yana neman Regis sannan kuma shawo kan shi ya dauki Apple a matsayin abokin ciniki yana da wani muhimmin fasali. Shi ne gaskiyar cewa Steve, har yanzu matashi sosai kuma da ƙarancin gogewa a lokacin fiye da ku, mai karatu, mai yiwuwa, ko ta yaya ya fahimci mahimmancin ƙimar alama, gina alama. Lokacin girma, Steve ba shi da koleji ko digiri na kasuwanci kuma ba shi da manaja ko zartarwa a duniyar kasuwanci da zai koya daga gare ta. Duk da haka ko ta yaya ya fahimci tun farkon cewa Apple zai iya samun babban nasara ne kawai idan ya zama sananne a matsayin alama.
Yawancin mutanen da na sadu da su har yanzu ba su fahimci wannan muhimmiyar ka'ida ba.
Steve da fasaha na yin alama
Zaɓin hukumar talla don yin aiki tare da Regis don gabatar da Apple a matsayin alama, sunan da zai zama sunan gida, ba aiki mai wahala ba ne. Chiat/Ray ya kasance tun daga 1968 kuma ya samar da wasu tallace-tallace masu ƙirƙira waɗanda kusan kowa ya gani. ’Yar jarida Christy Marshall ta kwatanta hukumar a cikin waɗannan kalmomi: “Wurin da nasara ke haifar da girman kai, inda sha’awar ta ke iyaka da tsattsauran ra’ayi kuma inda tsananin ya yi kama da rashin tsoro. Har ila yau, ƙashi ne a wuyan Madison Avenue, yana yin ba'a ga abin da ya kirkiro, sau da yawa yana watsa tallace-tallace a matsayin rashin gaskiya da rashin tasiri-sannan kuma a yi koyi da su." ya zabe ta.)
Ga duk wanda ya taɓa buƙatar wayo, talla mai ƙima kuma yana da ƙwaƙƙwaran ɗaukar hanyar buɗe ido, kalmomin ɗan jaridar jerin abubuwan da ba a saba gani ba ne amma masu ban sha'awa na abin da zai nema.
Mutumin da ya ƙirƙira "1984", masanin talla Lee Clow (yanzu shugaban ƙungiyar talla ta duniya TBWA), yana da nasa ra'ayi game da reno da tallafawa masu kirkira. Ya ce su “kashi 50 na son kai ne da kashi 50 cikin XNUMX na rashin tsaro. Dole ne a gaya musu koyaushe cewa suna da kyau kuma ana ƙauna.
Da zarar Steve ya sami mutum ko kamfani da ya cika ainihin buƙatunsa, ya zama mai aminci gare su. Lee Clow ya yi bayanin cewa ya zama ruwan dare ga manyan kamfanoni su canza hukumomin talla kwatsam, ko da bayan shekaru na kamfen na nasara. Amma Steve ya ce lamarin ya sha bamban a kamfanin Apple. “Al’amari ne na sirri tun daga farko”. Halin Apple ya kasance: “Idan mun yi nasara, kuna nasara... Idan muka yi kyau, za ku yi kyau. Za ku rasa riba ne kawai idan muka yi fatara.''
Hanyar Steve Jobs ga masu ƙira da ƙungiyoyin ƙirƙira, kamar yadda Clow ya bayyana shi, ɗayan aminci ne daga farkon sa'an nan na shekaru. Clow ya kira wannan amincin "hanyar da za a mutunta don ra'ayoyinku da gudummawar ku."
Steve ya nuna ma'anar amincinsa da Clow ya kwatanta dangane da kamfanin Chiat/Day. Lokacin da ya bar Apple don nemo NeXT, gudanarwar Apple ta yi watsi da hukumar talla da sauri wanda Steve ya zaɓa a baya. Lokacin da Steve ya koma Apple bayan shekaru goma, ɗayan ayyukansa na farko shine sake shigar da Chiat/Ray. Sunaye da fuskoki sun canza a cikin shekaru, amma kerawa ya kasance, kuma Steve har yanzu yana da girmamawa ga ra'ayoyi da gudummawar ma'aikata.
Fuskar jama'a
Mutane kaɗan ne suka taɓa zama sanannun fuskar mace ko namiji daga cikin mujallu, labaran jaridu da labaran talabijin. Tabbas, yawancin mutanen da suka yi nasara sune ’yan siyasa, ’yan wasa, ’yan wasa ko mawaka. Babu wanda ke cikin kasuwancin da zai yi tsammanin zama irin shahararren da ya faru da Steve ba tare da ƙoƙari ba.
Kamar yadda Apple ya ci gaba, Jay Chiat, shugaban Chiat / Day, ya taimaka wani tsari wanda ya riga ya gudana da kansa. Ya goyi bayan Steve a matsayin "fuska" na Apple da samfuransa, kamar yadda Lee Iacocca ya zama yayin canje-canje a Chrysler. Tun daga farkon kamfanin, Steve-mai hazaka, hadaddun, mai rikitarwa Steve-ya kasance fuskoki Apple.
A farkon zamanin, lokacin da Mac ba ya siyar da kyau sosai, na gaya wa Steve cewa ya kamata kamfani ya shirya tallace-tallace tare da shi akan kyamara, kamar yadda Lee Iacocca ya yi nasarar yi wa Chrysler. Bayan haka, Steve ya bayyana a shafukan farko sau da yawa cewa mutane sun gane shi cikin sauƙi fiye da Lee a farkon tallace-tallace na Chrysler. Steve ya gamsu da ra'ayin, amma shugabannin Apple da suka yanke shawara kan aikin talla ba su yarda ba.
A bayyane yake cewa kwamfutocin Mac na farko suna da rauni, wanda ya zama ruwan dare ga yawancin samfuran. (Kawai ka yi tunanin ƙarni na farko na kusan komai daga Microsoft.) Duk da haka, sauƙin amfani ya ɗan rufe shi da ƙayyadaddun ƙwaƙwalwar ajiyar Mac da mai duba baki da fari. Mahimmancin adadin magoya bayan Apple masu aminci da nau'ikan ƙirƙira a cikin nishaɗi, talla da kasuwancin ƙira sun ba na'urar ingantaccen haɓakar tallace-tallace daga farkon. Daga nan Mac ɗin ya buɗe dukkan al'amuran wallafe-wallafen tebur tsakanin masu son da kuma ƙwararru.
Gaskiyar cewa Mac ɗin ya ɗauki alamar "Made in the USA" ya taimaka. Wata masana'antar taron Mac a Fremont ta tashi inda wani kamfanin General Motors - da zarar tushen tattalin arzikin yankin - ya kusa rufewa. Apple ya zama gwarzo na gida da na kasa.
Alamar Macintosh da Mac, ba shakka, sun haifar da sabon Apple. Amma bayan tafiyar Steve, Apple ya yi hasarar wasu abubuwan da ya dace yayin da ya faɗi daidai da sauran kamfanonin kwamfuta, yana sayar da ta hanyar tallace-tallace na gargajiya kamar duk masu fafatawa da auna rabon kasuwa maimakon ƙirƙira samfur. Labari mai daɗi kawai shine abokan cinikin Macintosh masu aminci ba su rasa dangantakarsu da shi ko da a cikin wannan mawuyacin lokaci.
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Yi haƙuri Libor, amma kuna kama da wani nau'in mai kisan kai a cikin wannan hoton:D
Na san sun ce kada ku yi hukunci da littafin da murfinsa kuma ba na so in rage aikin mawallafi da sauran mutane. Amma ba zan iya gafarta wa kaina ba. Littafi ne game da Steve Jobs kuma murfin na iya nuna hakan. Rufin littafin yana da ban tsoro.
Gaba ɗaya yarda….Steve Jobs baya a farkon zamanin Apple Computer Inc. ya koya daga mai ba shi shawara Mike Markkula cewa ana sayar da littafi kuma ana yin hukunci da murfinsa. Steve ya kawo wannan ra'ayin zuwa ga kamala, ko ma zuwa sha'awa…. shi ya sa a yau muna da cikakken kayayyakin a cikin na musamman da kuma high-karshen marufi da cewa ba mu ji na keɓaɓɓen da kuma na musamman a lokacin da unboxing.
Murfin wannan littafi ya zama cikakken ƙasƙanci na mutuntaka da tunanin Steve Jobs. Mutumin da ke da jin dadi mai ban sha'awa don kyakkyawan tsari da cikakke, wanda ya damu da kowane daki-daki mai yiwuwa.
Tabbas littafin zai cancanci mafi kyawun fassarar murfin idan aka yi la'akari da halayen da ke cikin jigon wannan littafin.
Zuwa: m + Maros Kadlec:
Kuna iya ko a'a son murfin. Ni da kaina bani da wata babbar matsala da ita. Ban san abin da ya jagoranci mawallafin Czech don ƙirƙirar ƙirar kansa ba, amma yana magana game da zargi ... Shin kun ga murfin asali? Don haka ku je mata Duba...
shi: Libor http://thestevejobsway.com/ Ina duba kuma shi ma faretin bugu ne :-)