我在喬布斯身邊學(xué)到五件事
Guy Kawasaki, Entrepreneur
2019-01-30
圖片來(lái)源：Photograph by Justin Sullivan — Getty Images
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就如何創(chuàng)辦一家公司而言，史蒂夫·喬布斯給我們的啟發(fā)恐怕比其他任何人都要多，而我有幸在蘋果公司Macintosh部門為他工作過(guò)一段時(shí)間。
在那幾年工作期間，以及隨后20年對(duì)他的觀察，我學(xué)到了關(guān)于創(chuàng)業(yè)公司最重要的五件事情。
1. 人們不會(huì)告訴你他們需要什么
人們可以告訴你他們想要什么，無(wú)非就是希望現(xiàn)有產(chǎn)品變得更好、更快、更便宜。例如，在20世紀(jì)80年代，蘋果的消費(fèi)者想要更好、更快、更便宜的蘋果二代電腦。但沒(méi)有人說(shuō)他們需要Macintosh。真正成功的企業(yè)家能創(chuàng)造出人們沒(méi)有明確表達(dá)出需求的產(chǎn)品。
2. 專家沒(méi)法告訴你要做什么
專家擅于告訴你現(xiàn)在出了什么問(wèn)題。但他們沒(méi)法告訴你怎么解決問(wèn)題，像消費(fèi)者一樣，他們也不能告訴你如何超越當(dāng)下市場(chǎng)領(lǐng)先的品牌。
3. 要在新的層面展開(kāi)行動(dòng)
19世紀(jì)30年代，冰塊工廠淘汰了冰塊采集器。19世紀(jì)50年代，冰箱公司淘汰了冰塊工廠。改善現(xiàn)有狀況當(dāng)然有回報(bào)，不過(guò)真正的創(chuàng)新和企業(yè)家精神在于你進(jìn)入新的層面，創(chuàng)建新的趨勢(shì)。
4. 設(shè)計(jì)很重要
不是每個(gè)人都看重設(shè)計(jì)，但好的設(shè)計(jì)能打動(dòng)足夠多的人，從而讓一家創(chuàng)業(yè)公司獲得成功。單純的性能優(yōu)良已經(jīng)不夠了。你的產(chǎn)品或服務(wù)現(xiàn)在需要用一種優(yōu)雅而令人愉悅的方式來(lái)完成它們的使命。史蒂夫·喬布斯和蘋果已經(jīng)把人們的期望值永久性地拔高了。
5. 價(jià)值和價(jià)格不是一回事
價(jià)格只是清單上印著的數(shù)字。而價(jià)值則是一個(gè)產(chǎn)品的成本和它帶給消費(fèi)者的福利的總和。有時(shí)候，價(jià)格更高的產(chǎn)品的價(jià)值也更高，因?yàn)樗档土伺嘤?xùn)等成本，產(chǎn)生了更好的效果。不要關(guān)注價(jià)格，要把心思放在提供和傳遞價(jià)值上。
還有另一件事：史蒂夫·喬布斯告訴我，有些事情需要先相信才能實(shí)現(xiàn)。懷疑論者總是認(rèn)為眼見(jiàn)為實(shí)。但如果你想成為一名企業(yè)家，就必須相信你的理念。這就是為什么史蒂夫·喬布斯改變了世界，而大多數(shù)人都在等待世界改變。（財(cái)富中文網(wǎng)）
本文最初發(fā)表在Entrepreneur網(wǎng)站上。 譯者：嚴(yán)匡正 審校：任文科 |
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.
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.
1. People cannot tell you what they need.
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.
2. Experts cannot tell you what to do.
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.
3. The action is on the next curve.
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.
4. Design counts.
It might not matter to everyone, but design matters to enough people to make a startup successful. Simple functionality isn’t enough anymore. 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.
5. Value is not the same thing as price.
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.
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.
This piece was originally published on Entrepreneur. |
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