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You know, venture companies emulate something like Apple for themselves. And sometimes people come to me and say, I want to start a company.And I say, why? They say I want to lots of money.I say, forget it, that' s not a good enough reason.You will not, most likely, you will not succeed. Most people that have started companies because they want to make lots of money. I haven' t seen very many of those succeed.The ones that succeed are people become, somrtimes they don' t even want to start a company.They just have an idea that they want to get out, express out into the world.And often times thwy have to start a company because nobody else will listen to them.You know, think different is easy to say, I mean it' s just two words, easy to say but much harder to do. But it' s a company of ten thousand people,how do you permeate the message troughout all the employee.What do you say to them.Well， you permeate by example ultimately.And in other words, when something' s not quite good enough, do you stop and make it better or you just ship it out? You know everybody watches when you, to see how the senior management makes those decisions.And what we' ve tried to do is stop and make it great before we ship it.We have problems, stop and fix them.And, by any example, you can say anything you want, but everybody watches very carefully when you are in a difficult situation. What decisions you make? What values you have? I mean there are so many Japanese companies who are now trying to rejuvenate themselves, trying to instil a sense of, sort of adventure spirit in their companies.And they would like to know how you do it. And you know it' s probably not, it' s probably not easy to do. Yeah, you know, we tried to hire really smart people but we have a very simple organisation. And we tried to focus into very few things well. And focusing is very hard because focusing doesn' t mean saying yes, it means saying no. So we decide not to do a lot of things so we can focus on a few handful of things and do them well. And I think you know everybody working in the company wants to do something great. They want to be excited about what they are working on. And they want to be recognised for it when, if they do a really great job.So we just try to allow people to do the best work of their lives at Apple,and get it out to 25 million customers we have. And that' s very exciting. You know you' re working on something you know if this works out,up to 25 million people are going to use this. It' s very motivating. You know, and it' s not 25 million of our customers but other companies tend to follow us. You know, take some years, but other companies tend to copy what we do if it works. And so we can influence te whole industry.Because the environment of personal computer is becoming very, very, let' s say, negative, The personal computer market is not so vibrant. It used to be the engine for the American growth. What is your perception as an entrepreneur for the? I' m not. I don' t see quite the same way.But that' s okay because Apple is in a great spot. Apple maybe three, four years ago was a little fragile. Hmm, but in the last three, four years, everyone in Apple worked so hard. We got such great customers that we' ve sold a lot of computers.But some people say that we are now entering a post-pc era. The personal computer age is behind us.There' re many many portable net applications that are available.Why do you think PC can be the centre？Well, because let me give you, see we' ve been focusing on the internet for the last six, seven years and that' s been appropriate. But the internet is just one of the things we can do with a computer.
你知道的就像Apple一样，有些时候人们汇过来跟我说我想开创个新公司，我就问，为什么，他们说想赚很多钱。我说，算了吧，这个理由不够。大多数情况下，你是不可能成功的。那些被金钱驱动开创公司的人，成功的例子很少。那些成功的人一开始未必想开创一个公司。他们只是有一个想法，想要去实现，想要让世界知道，所以他们经常必须开办公司不然没有人会搭理他们。不同凡想，说起来很容易就两个单词但是要做起来很难。但是在一个10000人的公司，你是如何把理念传递给大家的。你怎么说？基本上，通过实例。换言之，当有些东西不够好的时候，你是停下来改善还是直接把它卖出去？人们会观察高级管理层做出的决定，我们永远都试图把产品变得更好然后把他们发出去。有问题了，就修复他们。你可以说任何你想说的，但是人们会观察你做出的决定。你会做出什么决定，你信奉什么样的价值。现在很多日本公司试图年轻化，想给他们的文化注入冒险的精神。他们想知道你是怎么做的。但是这肯定不容易。我们尽量保持一个较简单的结构并且雇佣聪明的人。同时我们尽量关注较少的事情。关注是件很难的事因为它不意味着你说行而是意味着你说不。所以我们决定关注少量的产品这样我们就能做到最好。同时你知道公司里的人真的很想做出好东西。他们希望能为他们做的事感到激动。当他们成功时他们想被认可。我们只是让员工能干他们最擅长的事。然后把成果带给两千五百万人。这是非常激动人心的。你知道你的工作如果成功，可以被两千五百完人使用。这非常鼓舞人心。不仅仅是这些客户，还有那些试图模仿我们的公司。虽然要花上几年，但是其他公司经常抄袭我们，这样我们就能影响整个工业。个人电脑事业不太一样了。市场变得不再那么有活力，以前还是美国增长的引擎。作为一个企业家你是怎么看待的？我不这样认为。但是我也不在意，因为Apple在一个很好的位置。三四年前Apple还有点脆弱，但是在过去几年里Apple的每个员工工作的非常努力。我们有如此多的客户卖出了大量的电脑。但是一些人认为我们进入了后PC时代。个人电脑的时代已经过去了。现在有很多可移动的网络设备，为什么你还认为个人电脑会是中心呢。好吧，你看过去六七年我们都关注在互联网上。这没有问题。但是互联网只是电脑能做的一件事。
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