乔布斯经典英文名言语录带翻译(2)
关于乔布斯的英文阅读：企业家成功的五大要素
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.
没有人能够比斯蒂夫·乔布斯给你更多关于创建公司的指导了，而笔者也有幸能够与他曾经在苹果的麦金塔电脑(Macintosh)开发部门共同工作。
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.
经过了这些年，再留意他近20年的成就，下面就是笔者从他身上所学到的5件创建公司最重要的经验。
1. People cannot tell you what they need.
1. 人们无法告诉你他们的需求是什么。
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.
他们能够告诉你他们需要的是什么，并且它常常随着现有产品更好，更快和更便宜而演变的。比如在20世纪80年代，苹果的顾客希望得到的是更完善，更快速和更便宜的Apple II。而Macintosh则无人问津。真正成功的企业家能够为人们创造出人们无法用言语描述的产品。
2. Experts cannot tell you what to do.
2. 专家无法告诉你该做什么。
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.
专家们都很擅长告诉你当前到底出现了什么问题。但是他们不能告诉你如何解决这些问题，顾客也一样，他们无法告诉你如何超越你的主导产品。
3. The action is on the next curve.
3. 在下一个转折点行动。
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.
在19世纪30年代，冰矿采集器彻底被冰工厂取代了。而在19世纪50年代，冰工厂也彻底被冰箱公司取代了。在当前的时代转折点与其他的竞争者一绝高下，绝对能够创出一番新天地，但当你处于下一个转折点或创造新的转折点的时候，真正的创新与相关企业才会出现。
4. Design counts.
4. 设计很重要。
It might not matter to everyone, but design matters to enough people to make a startup successful. Simple functionality isn’t enough any more. 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.
也许这并不与每个人都有关系，不过产品的设计确实能够让某些人让新建的公司获得成功。基本的产品功能已经不足以迎合市场需求了。如今你的产品或服务应该以一种优雅且怡人的方式赢得关注。乔布斯和苹果公司就已经做到永远地唤起人们的期待。
5. Value is not the same thing as price.
5. 价值与价格是两回事。
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.
价格是标注在表单上的数字。价值是这件产品的成本与利润的总和。某些价格更高的产品之所以价值更高，是因为它能够降低成本，比如调试成本，并且还能创造更好的效果。但不要把焦点放在价格上——应该放在提供价值和沟通价值上。
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.
还有一件事：乔布斯教会了我某些事情要先相信才能看到。有怀疑主义者在真正看到一件事实之前拒绝相信它的可能性。如果你想要成为一名企业家，你必须相信自己的想法。这也是为什么乔布斯能够在大多数人等待世界改变的时候，却改变了世界。
关于乔布斯的英文阅读：乔布斯时间胶囊
A time capsule buried by Apple founder Steve Jobs 30 years ago has been discovered after its location was long forgotten.
一个由苹果公司创始人史蒂夫·乔布斯在30年前埋下的时间胶囊，日前在当初埋藏的地点被发现，不过这个时间胶囊早已被当事人给遗忘了。
In 1983, the young tech innovator was attending a conference in Aspen when he and the group decided to bury as a stunt during a design convention.
1983年，年轻的科技创新者乔布斯来阿斯彭参加大会，他和团队在一次设计会议上决定埋下这个时间胶囊。
The tube that was filled with an eclectic collection of goods- ranging from the then-new apple mouse to a six-pack of beer for the people who discovered the time capsule- was meant to be dug up 20 years later.
管子里装了五花八门不少东西：从当时的新款苹果鼠标，到为发现时间胶囊的人准备的六罐装的啤酒。他们原计划是在20年后开启这个时间胶囊。
There was a problem with that plan, however, as everyone involved forgot where it was buried.
不过这个计划出了问题，因为当时所有参与者都忘记了掩埋的地点。
The final discovery happened at the hands of the crew from the National Geographic Channel's reality show called Diggers.
最后发现时间胶囊的，还是美国国家地理频道真人秀节目《Diggers 》的栏目组成员。
The discovery was well documented and is surely going to be featured on an upcoming episode, and even the experts had problems finding this particular treasure.
这次的发现被悉心记录下来，而且肯定会成为未来某一集节目的主题，不过就算是这个节目的专家，在找寻这个特别的宝物时也颇费了一番功夫。
CNET reports that in spite of their preparations and clear idea of where the 13-foot-long tube was, it still took them two hours to dig it up using heavy machinery.
CNET报道说，虽然他们准备充分，也非常清楚这个长约13英尺的管子的具体位置，但挖掘还是花了两个小时，过程中还用到了重型机械。
To anyone removed from the tech industry, the accomplishment in finding the tube appears to be the biggest accomplishment.
对于远离科技行业的人来说，发现这个管状的时间胶囊似乎就是一项最大的成功。
To others, the most interesting object would likely be the 'Lisa' mouse placed in the tube by the hands of a then-28-year-old Jobs.
但对于业内人来说，管子里最让人感兴趣的东西可能就是丽莎鼠标，这是由当年28岁的乔布斯亲自放进去的。
The Lisa Mouse, which Jobs named after his daughter, was one of the first commercial computer mice soled publicly, making it a rarity at the time.
丽莎鼠标是乔布斯用女儿的名字命名的，也是第一代公开销售的商务电脑专用鼠标，在当时实属罕见。
The Aspen Historical Society is going to help the show creators catalogue the tube's contents- but no word yet whether or not the Diggers cracked open one of the six bottles of Boddington's Ale that was left inside for the people who found the tube.
阿斯彭历史协会也表示将帮助栏目负责人整理时间胶囊的目录清单，不过关于《Diggers》栏目组成员有没有打开时间胶囊中为发现管子的人准备的宝汀顿啤酒，目前暂无消息。
关于乔布斯的英文阅读：苹果开涮乔布斯的设计风格
During Apple's presentation of its new software, new iOS leader Craig Federighi made a bunch of jokes about the old look for iOS.
在苹果的新软件发布会上，iOS新领导者克雷格?费德里吉讲了一大堆关于iOS老样子的笑话。
When he revealed the new look for the calendar app on the Mac, he said, "No virtual cows were harmed in the making of this one."
当他透露Mac上日历应用的全新样子时，他说，“在制作这一个东西时没有虚拟奶牛受到伤害。”
He also made fun of Apple's Game Center, which currently looks like a craps table in Vegas. The new version doesn't have the fake textures, and Federighi joked, "We ran out of felt and wood."
他还调侃了苹果的游戏中心，其目前看起来像拉斯维加斯的一张双骰儿赌博桌。新版本没有假纹理，Federighi开玩笑说，“毛毡和木头我们都用完了。”
The jokes were well-received by the people in the audience, but there was something slightly weird about them when you consider that Steve Jobs was a big proponent of the design style Federighi was trashing.
这个笑话被现场观众很好地接收了，但当你意识到史蒂夫乔布斯才是Federighi贬低的设计风格的最大提倡者时，对此只是有些略奇怪。
It's also weird that just a year ago Apple was pushing further into this style under Scott Forstall. Now, Apple is running away from the Forstall and Jobs style that defined iOS.
还让人奇怪的是就在一年前苹果公司还在斯科特?福斯托尔的领导下进一步深入这个风格。现在，苹果公司正远离福斯托尔和乔布斯定义的iOS风格。
Everyone considers Jobs to be a genius who understood design. Now, Apple is not only abandoning his design style, but it's also openly mocking it.
每个人都认为乔布斯是一个懂设计的天才。现在，苹果不仅放弃了他的设计风格，而且还公开嘲笑它。
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