1997-09-23 Steve Jobs.Introduced the “Think Different”.
Speech to Apple Employees
对苹果员工的讲话
“We believe that people with passion can change the world for the better.”
“我们相信，有激情的人可以让世界变得更好。”
Steve introduced the “Think Different” advertising campaign to a small group of Apple employees on September 23, 1997. The ad would go on to win an Emmy Award for Outstanding Commercial.
史蒂夫于 1997 年 9 月 23 日向一小群苹果员工介绍了“Think Different”的广告活动。该广告后来获得了艾美奖杰出商业广告奖。
Howdy. Good morning. We were up till three o’clock last night finishing this advertising, and I want to show it to you in a minute—see what you think of it.
你好。早上好。我们昨晚熬夜到三点才完成这个广告，我想一会儿给你们看一下——看看你们觉得怎么样。
I’ve been back about eight to ten weeks, and we’ve been working really hard. What we’re trying to do is not something really highfalutin. We’re trying to get back to the basics. We’re trying to get back to the basics of great products, great marketing, and great distribution. I think that Apple has pockets of greatness but in some ways has drifted away from doing the basics really well.
我回来了大约八到十周，我们一直在努力工作。我们想做的并不是一些高大上的事情，我们想回归基础。我们正在努力回归那些基本要素：优秀的产品、优秀的营销和优秀的分销。我认为苹果有一些优秀的地方，但在某些方面已经偏离了做好基础的方向。
We started with the product line. We looked at the product road map, going out for a few years, and we said, “A lot of this doesn’t make sense, and it’s way too much stuff, and there’s not enough focus.” We actually got rid of 70 percent of the stuff on the product road map. I couldn’t even figure out the damn product line after a few weeks. I kept saying, “What is this model? How does this fit?”
我们从产品线入手，审视了未来几年的产品路线图，然后发现，“这里面有很多东西不合理，而且太多了，缺乏重点。”实际上，我们砍掉了路线图上70%的内容。在几周之后，我甚至都弄不清楚产品线了。我不断问自己，“这个型号是什么？它在整个产品线中有什么作用？”
I started talking to customers, and they couldn’t figure it out either.
我开始和客户交谈，他们也搞不清楚。
You’re going to see the product line get much simpler, and you’re going to see the product line get much better. There’s some new stuff coming out that’s incredibly nice. In addition, we’ve been able to focus a lot more on the 30 percent of the gems and add some new stuff in that is going to take us in some whole new directions. So we are incredibly excited about the products. I think we’re really thinking differently about the kinds of products we have to build. The engineering team is incredibly excited. I mean, I came out of the meeting with people that had just gotten their projects canceled, and they were three feet off the ground with excitement ’cause they finally understood where in the heck we were going, and they were really excited about the strategy.
你会看到产品线变得简单得多，同时也会看到产品线变得更好。有一些新产品即将推出，非常出色。此外，我们能够更多地关注那 30%的宝石，并添加一些新内容，这将带我们走向全新的方向。因此，我们对这些产品感到无比兴奋。我认为我们真的在重新思考我们需要构建的产品种类。工程团队也非常兴奋。我是说，我刚从一个会议出来，会议上有些人刚刚被取消了项目，但他们兴奋得像离地三尺，因为他们终于明白我们到底要去哪里，他们对这个战略感到非常兴奋。
In the same way we, I think, have not been as … we have not kept up with innovations in our distribution. I’ll give you an example. I’m sure it was talked about this morning, but we’ve got anywhere from two to three months of inventory in our manufacturing supplier pipeline, and about an equal amount in our distribution channel pipeline. We’re having to make guesses four or five, six months in advance, about what the customer wants.
我认为我们在分销方面没有跟上创新。我给你举个例子。我相信今天早上已经讨论过这个问题，但我们在制造供应商的供应链中有两到三个月的库存，在我们的分销渠道中也差不多。我们不得不提前四、五、六个月猜测客户的需求。
We’re not smart enough to do that. I don’t think Einstein’s smart enough to do that. So what we’re going to do is get really simple and start taking inventory out of those pipelines so we can let the customer tell us what they want, and we can respond to it super fast. You’re going to see us be doing a lot of things like that. Today is just the first of many things we’re going to be doing with you.
我们没有那么聪明，我认为即使是爱因斯坦也做不到。所以我们要做的就是简化流程，从那些渠道中清理库存，这样我们就可以让客户告诉我们他们想要什么，并能够快速回应。你会看到我们在这方面做很多类似的事情。今天只是我们将要和你们一起做的众多事情中的第一步。
We’re going to be not only, I think, catching up to where the best of the best are in distribution, but we’re going to actually be innovating and be breaking some new ground, I think, in the coming several months. I’m pretty excited about that as well, in the distribution manufacturing side of things.
我们不仅会赶上分销领域的佼佼者，我认为我们还会在接下来的几个月里进行创新，开辟一些新领域。我对此感到非常兴奋，尤其是在分销制造方面。
That gets us to the marketing side of things.
这让我们进入了市场营销的方面。
To me, marketing is about values. This is a very complicated world. It’s a very noisy world, and we’re not gonna get a chance to get people to remember much about us. No company is.
对我来说，营销是关于价值的。这是一个非常复杂的世界。这个世界非常嘈杂，我们没有机会让人们记住我们太多。没有哪家公司能做到。
一个充满噪音的世界。
And so we have to be really clear on what we want them to know about us. Now, Apple, fortunately, is one of the half-a-dozen best brands in the whole world—right up there with Nike, Disney, Coke, Sony. It is one of the greats of the greats, not just in this country but all around the globe.
因此，我们必须清楚我们希望他们了解我们的哪些信息。幸运的是，苹果是全球六大最佳品牌之一——与耐克、迪士尼、可口可乐、索尼齐名。它是伟大品牌中的伟大品牌，不仅在这个国家，在全球范围内都是如此。
But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back. The way to do that is not to talk about speeds and feeds. It’s not to talk about MIPS and megahertz. It’s not to talk about why we are better than Windows. The dairy industry tried for twenty years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were going like this [hand mimics a line running down and to the right]. And then they tried “Got Milk?” and the sales started going like this [hand goes up and to the right]. “Got Milk?” doesn’t even talk about the product! As a matter of fact, the focus is on the absence of the product.
即使是一个伟大的品牌，如果想保持其相关性和活力，也需要投资和关注。而在过去几年里，苹果品牌显然在这方面被忽视了。我们需要将它重新带回正轨。要做到这一点，不是通过谈论速度和性能参数，不是通过讨论MIPS和兆赫兹，也不是通过说我们为什么比Windows更好。乳制品行业用了二十年的时间试图说服你牛奶对你有好处。这是个谎言，但他们还是努力了。然而，销售额却在持续下滑【手势模拟出一条向右下方倾斜的线】。然后他们推出了“Got Milk?”的广告，销售额开始上升【手势模拟出一条向右上方倾斜的线】。“Got Milk?”广告甚至没有谈论产品！事实上，广告的重点在于产品的缺失。
But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember: Nike sells a commodity! They sell shoes! And yet when you think of Nike, you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the products. They don’t ever tell you about their air soles, and why they are better than Reebok’s air soles. What does Nike do in their advertising? They honor great athletes, and they honor great athletics. That’s who they are. That’s what they are about.
但所有例子中最好的一个，也是宇宙中最伟大的营销工作之一，就是耐克。记住：耐克销售的是商品！他们卖鞋子！然而，当你想到耐克时，你感受到的却与鞋公司不同。在他们的广告中，正如你所知道的，他们从不谈论产品。他们从不告诉你他们的气垫鞋底，以及为什么它们比锐步的气垫鞋底更好。耐克在广告中做什么？他们尊敬伟大的运动员，尊敬伟大的体育精神。这就是他们。这就是他们所代表的。
Apple spends a fortune on advertising. You’d never know it. You’d never know it.
苹果在广告上花费了巨额资金。你永远不会知道。你永远不会知道。
So when I got here, Apple had just fired their agency, and there was a competition with twenty-three agencies, and, you know, four years from now, we would pick one. We blew that up, and we hired Chiat/Day, the ad agency I was fortunate enough to work with several years ago. We created some award-winning work, including the commercial voted the best ad ever made, “1984,” by advertising professionals.
当我来到这里时，苹果刚刚解雇了他们的广告代理机构，并与二十三家代理机构展开竞争，你知道，可能要四年后我们才会选出一个代理。我们打破了这种局面，重新聘用了Chiat/Day广告公司，这家广告公司是我几年前有幸合作过的。我们一起创造了一些屡获殊荣的作品，包括被广告业界人士评为史上最佳广告的“1984”商业广告。
We started working about eight weeks ago. The question we asked was, “Our customers want to know: Who is Apple, and what is it that we stand for? Where do we fit in this world?”
我们大约八周前开始工作。我们问的问题是：“我们的客户想知道：苹果是谁，我们代表什么？我们在这个世界中处于什么位置？”
And what we’re about isn’t making boxes for people to get their jobs done, although we do that well. We do that better than almost anybody, in some cases.
我们所追求的并不仅仅是制造让人们完成工作的盒子，尽管我们做得很好。在某些情况下，我们做得比几乎任何人都要好。
But Apple is about something more than that. Apple, at the core—its core value—is that we believe that people with passion can change the world for the better. That’s what we believe.
但苹果的意义不仅仅如此。苹果的核心——其核心价值——是我们相信有激情的人可以让世界变得更好。这就是我们的信念。
And we’ve had the opportunity to work with people like that. We’ve had the opportunity to work with people like you, with software developers, with customers, who have done it—in some big and some small ways.
我们有机会与这样的人合作。我们有机会与像您这样的软件开发人员、客户合作，他们在某些大大小小的方面都做到了。
And we believe that in this world, people can change it for the better. And that those people that are crazy enough to think that they can change the world are the ones that actually do.
我们相信，在这个世界上，人们可以使其变得更好。而那些疯狂到认为自己能够改变世界的人，正是那些真正做到的人。
And so, what we’re going to do, in our first brand-marketing campaign in several years, is to get back to that core value. A lot of things have changed. The market is a totally different place than it was a decade ago. And Apple’s totally different, and Apple’s place in it is totally different. And believe me: the products, and the distribution strategy, and manufacturing are totally different—and we understand that. But values and core values: those things shouldn’t change. The things that Apple believed in at its core are the same things that Apple really stands for today. And so we wanted to find a way to communicate this. And what we have is something that I am very moved by. It honors those people who have changed the world. Some of them are living. Some of them are not. But the ones that aren’t, as you’ll see, you know that if they ever used a computer, it would have been a Mac.
因此，我们在几年内第一次品牌营销活动中要做的，就是回归那个核心价值。很多事情都发生了变化。市场与十年前完全不同。苹果也完全不同，苹果在其中的位置也完全不同。相信我：产品、分销策略和制造都是完全不同的——我们对此有清晰的认识。但价值观和核心价值观：这些东西不应该改变。苹果在其核心信仰的东西，正是今天苹果真正代表的东西。因此，我们想找到一种方式来传达这一点。而我们所拥有的，是让我非常感动的东西。它向那些改变世界的人致敬。其中一些人还在世，一些人则不在。但那些不在的人，正如你将看到的，你知道如果他们曾经使用过电脑，那一定是 Mac。
And the theme of the campaign is “Think Different.” It’s honoring the people who think different and who move this world forward. It is what we are about. It touches the soul of this company.
这次活动的主题是“Think Different.”。它在向那些与众不同、推动世界前进的人致敬。这就是我们的宗旨。这触动了公司的灵魂。
So I’m going to go ahead and roll it, and I hope that you feel the same way about it that I do.
所以我将继续进行，希望你们对它的感觉和我一样。
[Steve runs the video.] 史蒂夫播放视频。
“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.”
“致那些疯狂的人。那些不合群的人。那些叛逆者。那些麻烦制造者。那些圆形的钉子在方形的孔里。那些以不同方式看待事物的人。他们不喜欢规则。并且对现状毫无尊重。你可以引用他们，反对他们，赞美或诋毁他们。唯一不能做的就是忽视他们。因为他们改变了事物。他们推动了人类的进步。虽然有些人可能把他们视为疯狂的人，但我们看到的是天才。因为那些疯狂到认为自己可以改变世界的人，正是那些真正做到的人。”
Email to Apple Employees
“Newton protest today.”
“今天的牛顿抗议。”
When Steve returned to Apple, he jettisoned many product lines developed during his time away. His goal was to focus the company’s offerings. Some fans rebelled.
当史蒂夫回到苹果时，他抛弃了许多在他离开期间开发的产品线。他的目标是集中公司的产品。一些粉丝反对。
From: Steve Jobs
To: Apple employees
Subject: Newton protest today
主题：今天的牛顿抗议
Date: March 6, 1998, 8:09 a.m.
Some people are understandably upset that Apple has decided to stop developing future Newton OS based computers, especially the MessagePad. Today some of them are coming to Apple to protest our decision. This is OK. We are reserving a space for them on our campus and will provide them with coffee and other hot drinks (it may be cold out there!).
一些人对苹果决定停止开发未来的基于 Newton OS 的电脑，尤其是 MessagePad，感到非常不满。今天，他们中的一些人来到苹果抗议我们的决定。这没关系。我们为他们在园内预留了一个空间，并将为他们提供咖啡和其他热饮（外面可能很冷！）。
Our decision to end Newton development was not taken lightly, and is unlikely to be reversed. Even so, let’s welcome the Newton customers and developers who come to protest this decision. Hopefully they will feel our enthusiasm about the future of Apple, and leave more settled than they arrived.
我们决定结束 Newton 开发并非轻率之举，也不太可能被逆转。即便如此，让我们欢迎前来抗议这一决定的 Newton 客户和开发者。希望他们能感受到我们对苹果未来的热情，并比到达时更加平静。
Thanks
Steve
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