????去年十月，蘇姿豐成為一家大型半導(dǎo)體公司的首位女性掌門人。作為超威半導(dǎo)體（AMD）的新CEO，這位經(jīng)驗(yàn)豐富的技術(shù)專家也由此成為《財(cái)富》500強(qiáng)企業(yè)中僅有的25名女性CEO之一。過去幾個月，她一直試圖令超威重返盈利軌道，因?yàn)槌裼⑻貭栆粯?，近來也遭受了PC銷量下滑的沖擊。上周，蘇姿豐在拉斯維加斯的CES展上接受了《財(cái)富》的獨(dú)家專訪，詳解了她的公司復(fù)興計(jì)劃，她對自己在超威打破女性職業(yè)晉升瓶頸的看法，以及她對游戲的熱情。

????以下是經(jīng)過編輯的采訪摘要：

????《財(cái)富》：你上任已經(jīng)幾個月了。你打算做些什么？你的計(jì)劃是什么？

????蘇姿豐：差不多90天了，感覺非常好。我已經(jīng)在這家公司工作幾年了，在半導(dǎo)體行業(yè)也已經(jīng)摸爬滾打了20多年。運(yùn)營像超威這樣一家公司是非常有意思的。上個季度的大部分時間，我都在路上，花了很多時間見客戶、合作伙伴和員工。最有意思的事就是討論技術(shù)，它為什么令人興奮，為什么重要，我們?yōu)槭裁匆鏊?。我從小就是個“極客”，而現(xiàn)在它成了我的生活。

????我的背景一直是半導(dǎo)體，所以我覺得，生產(chǎn)芯片、看著我們設(shè)計(jì)的產(chǎn)品進(jìn)入電子設(shè)備，是一件很酷的事。我認(rèn)為我想為超威建立的愿景就是，我們是一家技術(shù)非常先進(jìn)的公司，而且我們要做的正是未來五年里應(yīng)用最廣的東西。未來聯(lián)網(wǎng)的設(shè)備將達(dá)到500億臺，而且也將會有各種不同的設(shè)備。比如說，你的PC和汽車都需要計(jì)算和虛擬化。那就是我們要做的事情。

????展望未來，你如何讓這家公司實(shí)現(xiàn)差異化？

????讓業(yè)務(wù)多樣化絕對是一件好事。但在我看來，更重要的是產(chǎn)品的應(yīng)用，以及我們能夠促成什么、啟發(fā)什么。我認(rèn)為超威正處于最好的時期，因?yàn)槲覀兡茏尶蛻糇鲆恍┮郧白霾涣说氖虑椤Ｄ遣⒉皇枪镜臍v史——我們過去一直被很多人視為第二選擇。我認(rèn)為我們確實(shí)需要改變這一點(diǎn)。兩年后如果我再坐在這里，你應(yīng)該會想：“嘿，這么多非?？岬臇|西都有超威參與?！钡侥菚r，超威將不再是位于其它公司之后的第二選擇。

????你們正在參與開發(fā)哪些非?？岬漠a(chǎn)品，能舉個例子嗎？

????比如iMac 5K顯示器。它集成了我們現(xiàn)有的全部技術(shù)，還有圖形和虛擬化等等，而且外形也很漂亮。此外還有游戲機(jī)，它是一個具有很大潛能的產(chǎn)品。我家里就有很多游戲機(jī)，在家里開假日派對的時候，我們就會玩《舞力全開》（一款由Ubisoft公司開發(fā)的“旋律游戲”）。它不是一個對戰(zhàn)游戲，而是一種全新的社交方式，而且把科技推到了前沿。我想這就是我希望超威能夠享有的聲譽(yù)——你知道，我們會把很酷的應(yīng)用推向市場。

????你進(jìn)入這個行業(yè)已經(jīng)很長時間了，它有什么變化嗎？目前似乎有許多公司都更換了掌門人，而且技術(shù)變革的速度也非?？?。

????變革的速度已經(jīng)加快了。它不再是按年來計(jì)算，你可以在更短的時間周期看到變革。先把管理層更換放在一邊——因?yàn)槊考夜径加泄芾韺幼兏?，那未必是一個主要因素。市場也在發(fā)生變化，因?yàn)榧夹g(shù)的變革實(shí)在太快了。想想我們從PC過渡到智能手機(jī)和平板電腦再到現(xiàn)在所用的時間，特別是現(xiàn)在這些東西中沒有任何一項(xiàng)占統(tǒng)治地位，而是幾百種設(shè)備都變得很重要，我想這的確是因?yàn)檫@些變化已經(jīng)加速，它使我們這些搞科技的人變得更聰明了，或者更能預(yù)見到下一步會發(fā)生什么。因?yàn)槿绻覀兘裉熳龀鲆豁?xiàng)技術(shù)投資，三年就可以見到效果。所以我們必須能夠預(yù)測三年后會發(fā)生什么。

????我曾開玩笑地說起這一點(diǎn)，但很多人問我，為什么超威沒有進(jìn)入智能手機(jī)行業(yè)。我說：“這是一個很有意思的問題，但你應(yīng)該在三年前問我?！蹦憬裉靻栁业膯栴}應(yīng)該是三年以后什么最重要。這正是為什么我覺得這個行業(yè)非常有意思，因?yàn)橹匾氖俏覀兾磥硪顿Y什么。

????但目前還是有很多資金投在了移動上，沒有進(jìn)入移動領(lǐng)域是不是一個錯誤？

????我想這個決定是三年前做出來的。我認(rèn)為我們必須揚(yáng)長避短。雖然賣出去的手機(jī)的確很多，這也很好，但我們的優(yōu)勢在于計(jì)算和虛擬化，所以發(fā)揮優(yōu)勢很關(guān)鍵。

????超威同時在兩個非常大的市場里博弈（PC和游戲），但沒有主宰其中任何一個。這是不是一個問題？

????我對這個問題的看法是，隨著公司的進(jìn)一步發(fā)展，我可能會對市場做不同的定義。未來市場將由那500億臺聯(lián)網(wǎng)設(shè)備來定義。所以問題是，未來會不會演變成有很多的應(yīng)用，需要各種不同的技術(shù)滿足不同的應(yīng)用。我認(rèn)為超威就有一系列不同的技術(shù)，可以滿足大量應(yīng)用。它與那種按季度衡量的“小步快走”的變革是不同的。在后者的語境中，你可能會更關(guān)注誰贏誰輸，或者占了多少市場份額。

????所以你是說，市場的主宰者可能會變，因?yàn)槭袌鲱悇e本身可能會變？

????是的。我堅(jiān)信計(jì)算領(lǐng)域的創(chuàng)新仍然處于早期階段。雖然現(xiàn)在你的手機(jī)已經(jīng)挺不錯了，但語音識別和面部識別功能仍然不是很好。所以還有很多的創(chuàng)新要做。

????執(zhí)掌這家公司是不是你一直渴望做的事情？

????當(dāng)然這是我一直渴望的。我在麻省理工學(xué)院的很多同學(xué)都是工程師。然后有一天我開始工作了，我問自己：“為什么這么多麻省理工的博士要給哈佛的MBA打工？”為什么會是這樣？另外很多工程師包括我自己都會想：“為什么這些人做的決策這么蠢？”所以自己去當(dāng)決策人是挺有意思的，這是一個非常美妙的機(jī)會。

????你也是第一個執(zhí)掌一家大型半導(dǎo)體公司的女性。

????我聽說了。

????這對你是一個重大的里程碑嗎？

????我覺得很光榮。這是因?yàn)槿绻阍谖倚r候問我，長大了想當(dāng)什么，我的答案很可能就是這樣一份工作?，F(xiàn)在我上任剛剛90天，還談不上能帶給這家公司多大的影響。但當(dāng)你在三年或五年以后評價超威時，如果你覺得這位CEO帶來了一些特別的東西，留下了一筆很出色的資產(chǎn)，我就會覺得那是一個很不尋常的評價。那比我現(xiàn)在是不是第一位女性CEO要重要得多。（財(cái)富中文網(wǎng)）

????譯者：樸成奎

????審校：任文科

????Last October, Lisa Su became the first female leader of a major semiconductor company. As Advanced Micro Devices AMD 1.16% new CEO, the long-time technologist also became one of the 25 women CEOs in the Fortune 500. She has since spent the past few months trying to get the company—which, like larger rival Intel, has suffered from slumping PC sales—back on a path of profitable growth. To explain how she plans to do that (and to share her thoughts on breaking the glass ceiling at AMD and her passion for gaming), Su sat down for an exclusive interview with Fortune this week at the Consumer Electronics Show in Las Vegas.

????Edited excerpts:

????FORTUNE: You’re a few months in to the job now. What do you hope to do, and what’s the plan?

????Lisa Su:It’s been just about 90 days, and it’s been fabulous. I have been with the company for a couple of years and in the semiconductor industry for over 20 years. It is incredibly fun to run a company like AMD. I’ve spent most of the last quarter on the road. So that’s a lot of time with customers and partners and employees. The most interesting thing is just talking about the technology and why it’s exciting and important and we’re going with it. I grew up as a technology geek, and now I get to live the part for real.

????Semiconductors have always been my background, so building chips and seeing the product of our designs go into devices is really cool for me. I think the vision that I’m trying to establish for AMD is that we are a company with technology that’s really, really leading edge, and we’re going into the most important applications over the next five years. So 50 billion devices will be connected together and there will be all different types of devices. You’ll have PCs and cars and more, and all of them need computing and visualization. That’s what we do.

????How can you differentiate the company going forward?

????Diversifying the business is definitely a good thing. But for me, it’s really about product applications and what we can enable and inspire. I think AMD is at our best when we’re working with a customer and allowing them to do something they couldn’t do before. That is not the history of the company—the history of the company is that we’ve been second source to other people. I think we really need to change that, that’s the nugget I’d like to change. Two years from now if we’re sitting here, you should be thinking, “Hey, these are all the cool things that AMD is in”—not that AMD is a second source to somebody else.

????So what kind of cool things, for example?

????Like the iMac 5K display. It has all of the technology that we can pack and graphics and visualization in a beautiful form factor. Also game consoles—that’s really a product that enables so much. I happen to have lots of game consoles in my house, and for our holiday party we did Just Dance [a “rhythm game” developed and published by Ubisoft]. It’s not a fighter game, but it’s a different way of socializing and bringing technology to the forefront. I think that’s what I’d like AMD to be known for—you know, we bring cool applications to the market.

????You’ve been in the industry for a long time. How has it changed? There seems to be a changing of the guard at a lot of companies at the moment and rapid technology changes.

????The pace of change has increased. It’s not measured on years anymore; you can actually see it in a shorter time scale. Putting management changes aside—because every company has management changes and that’s not necessarily the primary factor—the market is changing and it’s because the technology is changing so fast. If you think about the period of time between when we went from PCs being the center of the universe to smartphones to tablets to now, where it’s not any one of those things but really a collection of hundreds of devices that have become important, I think it’s really because those changes have accelerated that it causes us as technology people to be much smarter or more predictive of what has to happen. Because when we make an investment in technology today it will take us three years to see if it will pay off. So we have to be predicting what will happen three years from now.

????I joke about this but a lot of people ask me why AMD isn’t in smartphones. I say, “That’s an interesting question but you should have asked me that three years ago.” What you should be asking me today is what’s going to be important three years from now. That’s the part of our industry that I think makes it so interesting to be in, because the important money is what are we investing in in the future.

????But there’s still a lot of money in mobile. Was the decision not to be there a mistake?

????I think the decision was one that was made three years ago. And I view it as, you have to play to your strengths. There are a lot of phones that are going to be sold and that’s good. But our strengths are in computing and visualization. So playing to our strengths is key.

????AMD is in two very large markets [PCs and gaming] but not dominant in either. Is that a problem?

????The way I think about it is that I would probably define the markets differently as we go forward. The market is going to be defined by those 50 billion connected devices. So the question is does it end up being that there’s a set of applications where different technologies are satisfying different applications. I think AMD has a set of technologies that can service a broad number of those applications. It’s different than if we’re talking about microscopic changes on a quarterly basis. There you tend to get into who lost and gained a percentage point of market share.

????So you’re saying that who’s going to be dominant could be different because the market categories could be different?

????Yes. I firmly believe that the innovation in computing is still really in its infancy. As good as our phone is today, the speech recognition and the face recognition isn’t very good today. So there’s still plenty of innovation to be had.

????Is running this company something you always aspired to do?

????It’s definitely something I aspired to do. I went to school at MIT with a whole bunch of engineers. And then I started work one day and asked myself, “why do all of these MIT Ph.D.s work for Harvard MBAs?” Why should it be like that? I was one of those engineers who thought, “Why are these people making those dumb decisions?” So it’s fun to be the person making them. This is a fantastic opportunity.

????You’re also the first woman to run a major semiconductor company.

????I’ve heard that.

????Is that a significant milestone to you?

????I think I’m honored by it. I’m honored more by the fact that if you had asked me what I want to be when I grew up, it would have been pretty much here. Just 90 days into a job it’s hard to talk about legacy, but what’s more important to me is that when you grade AMD, whether it’s three years from now or five years from now, you grade it on that this was a fantastic set of assets that she turned into something special. That would be a phenomenal grade to have. So that’s more important than do I happen to be the first [woman] today.