1、Your customers don't care about you. They don't care about your product or service.They care about themselves, their dreams, their goals. Now, they will care much more if you help them reach their goals, and to do that, you must understand their goals, as well as their needs and deepest desires.
你的顾客不会在意你，他们不在意你的产品和服务。他们在意他们自己，他们的梦想，他们的目标。现在，如果你能帮他们实现目标，他们会很在意你。要做到这一点，你必须理解他们的目标，他们的需求和内心的渴望。
2、Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves
比以往更接近你的用户，接近到在他们意识到他们需要什么之前告诉他们需要什么。
3、It's not the consumers' job to figure out what they want
弄清楚自己想要什么不是消费者的工作。
4、You can't just ask customers what they want and then try to give that to them. By thetime you get it built, they'll want something new.
你不能只是询问客户需要什么，然后试图将需要的东西提供给他们。当你把它做好的时候，他们就又想要新东西。
5、Marketing is about values. It's a complicated and noisy world, and we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.
营销是与价值相关的。这是一个复杂并且令人生厌的词，我们不会有机会让人们记住很多关于我们的信息。没有公司能够做到。所以我们必须非常清楚我们希望他们了解我们什么。
6、You can't look at the competition and say you're going to doit better. You have to look at the competition and say you're going to do itdifferently.
你不能看着竞争说你会做得比对手更好，你应该看着竞争说你会以不同的方式去做它。
7、Most people do not ever pick up the phone and call. They never ask, and that is what separates the people that do things from the people that just dream about them.You have to act, and you have to be willing to fail. You have to be willing to crash and burn, because if you are afraid of failing, you will not get very far.
大多数人从来不拿起电话就打（立即执行）。他们从来不问，这区分出了做事的人和做梦的人。你要行动，你还要乐于失败。你必须乐于一败涂地，如果惧怕失败，你不会走得很远。
8、One way to drive fear out of a relationship is to realize that your partner's values are the same as yours, that what you care about is exactly what they care about. In my opinion, that drives fear out and makes for a great partnership,whether it's a corporate partnership or a marriage.
让恐惧从一段关系中消失的一种方法是意识到你的合作伙伴的观念和你的是一样的。你关心的事情也正是他们关心的。在我看来，这一点让恐惧消失并形成好的合作关系，无论是商业还是婚姻。
9、A brand is simply trust.
品牌简单地说就是信任。
10、Everything is based on a simple rule: Quality is the best business plan.
一切都基于这个简单的规则：质量是最好的商业计划。
1. We're here to put a dent in the universe. Otherwise why else even be here?
活着就是为了改变世界，难道还有其他原因吗？
2. Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
成为卓越的代名词，很多人并不能适合需要杰出素质的环境。
3. I would trade all of my technology for an afternoon with Socrates.
我愿意用我所有的科技去换取和苏格拉底相处的一个下午。
4.Death is very likely the single best invention of Life. It is Life’s change agent. It clears out the old to make way for the new。
死亡很可能是唯一的、最好的生命创造。它是生命的促变者。它送走老一代，给新一代开出道路。
5.If you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what’s next。
你如果出色地完成了某件事，那你应该再做一些其他的精彩事儿。不要在前一件事上徘徊太久，想想接下来该做什么。
6.“Your time is limited, so don’t waste it living someone else’s life.”
“你的时间有限,所以不要浪费时间去过别人的生活。”
7.Life is brief, and then you die, you know?
人生短暂，过着过着你就没了，明白嚒？
8..You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new。
你不能只问顾客要什么，然后想法子给他们做什么。等你做出来，他们已经另有新欢了。
9.. There's a phrase in Buddhism, 'Beginner's mind.' It's wonderful to have a beginner's mind.
佛教中有一句话：初学者的心态；拥有初学者的心态是件了不起的事情。
10. I'm the only person I know that's lost a quarter of a billion dollars in one year... It's very character-building.
我是我所知道的唯一一个在一年中失去2.5亿美元的人……这对我的成长很有帮助。
史蒂夫·乔布斯人物评价：
乔布斯是美国最伟大的创新领袖之一，他的卓越天赋也让他成为了这个能够改变世界的人。（美国总统奥巴马评）
很少有人对世界产生像乔布斯那样的影响，这种影响将是长期的。（比尔盖茨评）
他懂得如何创造出令人惊叹的伟大产品。（保罗艾伦评）
他不一定是技术发明的伟人，但他肯定是洞悉人性的伟人。（张颐武评）
1、Death is very likely the single best invention of Life. It is Life’s change agent. It clears out the old to make way for the new。
死亡很可能是唯一的、最好的生命创造。它是生命的促变者。它送走老一代，给新一代开出道路。
2、You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.
你不能只问顾客要什么，然后想法子给他们做什么。等你做出来，他们已经另有新欢了。
3、ungry, stay foolish.
求知若饥，虚心若愚。
4、innovation distinguishes between a leader and a follower.
创新决定了你是领导还是跟随者。
5、your time is limited, so don't waste it living someone else's life.
你的时间有限，所以不要浪费时间去过别人的生活。
6、design is not just what it looks like and feels like. design is how it works.
设计不只是外表和感觉，设计是产品如何运作。
7、we're here to put a dent in the universe. otherwise why else even be here?
活着就是为了改变世界，难道还有其他原因吗?
8、the only way to do great work is to love what you do. if you haven't found it yet, keep looking. don't settle.
成就的唯一途径是热爱自己的事业，如果你还没找到的话，继续寻找，不要屈就。
9、being the richest man in the cemetery doesn't matter to me ... going to bed at night saying we've done something wonderful... that's what matters to me.
当墓地里最有钱的人对我并不重要。对我来说，重要的是夜晚入睡前能为自己达到的成就喝采。
10、i want to put a ding in the universe.
我要在宇宙中留下痕迹。
以上就是乔布斯的十句英文原话。
1. Steve Jobs said: “Innovation distinguishes between a leader and a follower.”
Innovation has no limits. The only limit is your imagination. It’s time for you to begin thinking out of the box. If you are involved in a growing industry, think of ways to become more efficient; more customer friendly; and easier to do business with. If you are involved in a shrinking industry – get out of it quick and change before you become obsolete; out of work; or out of business. And remember that procrastination is not an option here. Start innovating now!
2. Steve Jobs said: “Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.”
There is no shortcut to excellence. You will have to make the commitment to make excellence your priority. Use your talents, abilities, and skills in the best way possible and get ahead of others by giving that little extra. Live by a higher standard and pay attention to the details that really do make the difference. Excellence is not difficult – simply decide right now to give it your best shot – and you will be amazed with what life gives you back.
3. Steve Jobs said: “The only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.”
I’ve got it down to four words: “Do what you love.” Seek out an occupation that gives you a sense of meaning, direction and satisfaction in life. Having a sense of purpose and striving towards goals gives life meaning, direction and satisfaction. It not only contributes to health and longevity, but also makes you feel better in difficult times. Do you jump out of bed on Monday mornings and look forward to the work week? If the answer is ‘no’ keep looking, you’ll know when you find it.
4. Steve Jobs said: “You know, we don’t grow most of the food we eat. We wear clothes other people make. We speak a language that other people developed. We use a mathematics that other people evolved… I mean, we’re constantly taking things. It’s a wonderful, ecstatic feeling to create something that puts it back in the pool of human experience and knowledge.”
Live in a way that is ethically responsible. Try to make a difference in this world and contribute to the higher good. You’ll find it gives more meaning to your life and it’s a great antidote to boredom. There is always so much to be done. And talk to others about what you are doing. Don’t preach or be self-righteous, or fanatical about it, that just puts people off, but at the same time, don’t be shy about setting an example, and use opportunities that arise to let others know what you are doing.
5. Steve Jobs said: “There’s a phrase in Buddhism, ‘Beginner’s mind.’ It’s wonderful to have a beginner’s mind.”
It is the kind of mind that can see things as they are, which step by step and in a flash can realize the original nature of everything. Beginner’s mind is Zen practice in action. It is the mind that is innocent of preconceptions and expectations, judgements and prejudices. Think of beginner’s mind as the mind that faces life like a small child, full of curiosity and wonder and amazement.
6. Steve Jobs said: “We think basically you watch television to turn your brain off, and you work on your computer when you want to turn your brain on.”
Reams of academic studies over the decades have amply confirmed television’s pernicious mental and moral influences. And most TV watchers know that their habit is mind-numbing and wasteful, but still spend most of their time in front of that box. So turn your TV off and save some brain cells. But be cautious, you can turn your brain off by using a computer also. Try and have an intelligent conversation with someone who plays first person shooters for 8 hours a day. Or auto race games, or role-playing games.
7. Steve Jobs said: “I’m the only person I know that’s lost a quarter of a billion dollars in one year…. It’s very character-building.”
Don’t equate making mistakes with being a mistake. There is no such thing as a successful person who has not failed or made mistakes, there are successful people who made mistakes and changed their lives or performance in response to them, and so got it right the next time. They viewed mistakes as warnings rather than signs of hopeless inadequacy. Never making a mistake means never living life to the full.
8. Steve Jobs said: “I would trade all of my technology for an afternoon with Socrates.”
Over the last decade, numerous books featuring lessons from historical figures have appeared on the shelves of bookstores around the world. And Socrates stands with Leonardo da Vinci, Nicholas Copernicus, Charles Darwin and Albert Einstein as a beacon of inspiration for independent thinkers. But he came first. Cicero said of Socrates that, “He called philosophy down from the skies and into the lives of men.” So use Socrates’ principles in your life, your work, your learning, and your relationships. It’s not about Socrates, it’s really about you, and how you can bring more truth, beauty and goodness into your life everyday.
9. Steve Jobs said: “We’re here to put a dent in the universe. Otherwise why else even be here?”
Did you know that you have big things to accomplish in life? And did you know that those big things are getting rather dusty while you pour yourself another cup of coffee, and decide to mull things over rather than do them? We were all born with a gift to give in life, one which informs all of our desires, interests, passions and curiosities. This gift is, in fact, our purpose. And you don’t need permission to decide your own purpose. No boss, teacher, parent, priest or other authority can decide this for you. Just find that unique purpose.
10. Steve Jobs said: “Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of other’s opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”
Are you tired of living someone else’s dream? No doubt, its your life and you have every right to spend it in your own individual way without any hurdles or barriers from others. Give yourself a chance to nurture your creative qualities in a fear-free and pressure-free climate. Live a life that YOU choose and be your own boss.
#10. On Management
My job is to not be easy on people. My job is to make them better. My job is to pull things together from different parts of the company and clear the ways and get the resources for the key projects.
And to take these great people we have and to push them and make them even better, coming up with more aggressive visions of how it could be.
#9. On Hiring
Recruiting is hard. It’s just finding the needles in the haystack. You can’t know enough in a one-hour interview.
So, in the end, it’s ultimately based on your gut. How do I feel about this person? What are they like when they’re challenged? I ask everybody that: ‘Why are you here?’ The answers themselves are not what you’re looking for. It’s the meta-data.
#8. On Firing
We’ve had one of these before, when the dot-com bubble burst. What I told our company was that we were just going to invest our way through the downturn, that we weren’t going to lay off people, that we’d taken a tremendous amount of effort to get them into Apple in the first place — the last thing we were going to do is lay them off.
#7. On a CEO succession Plan
I mean, some people say, ‘Oh, God, if [Jobs] got run over by a bus, Apple would be in trouble.’ And, you know, I think it wouldn’t be a party, but there are really capable people at Apple.
My job is to make the whole executive team good enough to be successors, so that’s what I try to do.
#6. On Product Strategy
It’s not about pop culture, and it’s not about fooling people, and it’s not about convincing people that they want something they don’t. We figure out what we want. And I think we’re pretty good at having the right discipline to think through whether a lot of other people are going to want it, too. That’s what we get paid to do.
We just want to make great products. (I think he means “insanely great products!“)
5 Leadership Mantras
#5. On Leadership
So when a good idea comes, you know, part of my job is to move it around, just see what different people think, get people talking about it, argue with people about it, get ideas moving among that group of 100 people, get different people together to explore different aspects of it quietly, and, you know – just explore things.
#4. On Evangelism
When I hire somebody really senior, competence is the ante. They have to be really smart. But the real issue for me is, Are they going to fall in love with Apple? Because if they fall in love with Apple, everything else will take care of itself.
They’ll want to do what’s best for Apple, not what’s best for them, what’s best for Steve, or anybody else. (this actually reiterates my oft-repeated mantra of “ubiquitous evangelism” in companies)
#3. On Focus
People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully.
#2. On the User Experience
Our DNA is as a consumer company — for that individual customer who’s voting thumbs up or thumbs down. That’s who we think about. And we think that our job is to take responsibility for the complete user experience. And if it’s not up to par, it’s our fault, plain and simply.
#1. On Creativity
That happens more than you think, because this is not just engineering and science. There is art, too. Sometimes when you’re in the middle of one of these crises, you’re not sure you’re going to make it to the other end. But we’ve always made it, and so we have a certain degree of confidence, although sometimes you wonder.
I think the key thing is that we’re not all terrified at the same time. I mean, we do put our heart and soul into these things.
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