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專欄 - 蘋果2_0

如果讓鮑爾默執(zhí)掌蘋果

Philip Elmer-DeWitt 2013年08月28日

蘋果(Apple)公司內(nèi)部流傳著一個老笑話,,那就是史蒂夫·喬布斯周圍是一片“現(xiàn)實扭曲力場”:你離他太近的話,,就會相信他所說的話,。蘋果的數(shù)百萬用戶中已經(jīng)有不少成了該公司的“信徒”,而很多蘋果投資者也賺得盆滿缽滿,。不過,,Elmer-DeWitt認(rèn)為,在報道蘋果公司時有點懷疑精神不是壞事,。聽他的應(yīng)該沒錯,。要知道,他自從1982年就開始報道蘋果,、觀察史蒂夫·喬布斯經(jīng)營該公司,。
曾經(jīng)擔(dān)任過微軟Windows產(chǎn)品經(jīng)理的本?湯普森說,如果微軟即將離任的CEO擔(dān)任蘋果的掌門人,,他一定會利潤掛帥,,不擇手段地把蘋果打造成一臺超級高效的賺錢機器。但同時,,蘋果也會因此喪失安身立命的創(chuàng)新能力,。可以說,,本?湯普森一針見血地指出了微軟與蘋果最大的不同,。

????所以,,最大化收益和利潤是鮑爾默的特長,也是他最大的缺點,,在計算機產(chǎn)品逐漸向個人消費市場過渡的今天,,這個缺點格外突出,。微軟是典型的只顧眼前小利,不求長遠(yuǎn)利益,。微軟激勵員工實現(xiàn)鮑爾默設(shè)定的目標(biāo),,但這一點卻扼殺了洞悉未來趨勢的敏感性。

????湯普森也給出了喬尼?伊夫關(guān)于蘋果核心價值觀的演說發(fā)言:

????我們的目標(biāo)不是賺錢,。蘋果公司的目標(biāo)絕不是賺錢,。這聽起來可能有點輕率,但這是事實……我們的目標(biāo),,令我們感到興奮的,,是設(shè)法創(chuàng)造出偉大的產(chǎn)品,。我們相信,,如果我們獲得成功,人們會喜歡這些產(chǎn)品,。而如果我們運營得當(dāng),,我們將獲得收益,但我們十分清楚自身的目標(biāo),。

????史蒂夫?鮑爾默絕對不會說這樣的話,。(財富中文網(wǎng))

????譯者:項航??????

????It turns out that all of Ballmer's good qualities, especially when it came to maximizing revenue and profits, were also his worst qualities, especially as the consumer market came to dominate computing. And, to Microsoft's short-term benefit but long-term detriment, the incentives Microsoft gave its employees to achieve Ballmer's aims choked out the sensitivity to truly understand what's next."

????By contrast, Thompson offers Jony Ive's set speech on Apple's core values:

????Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth…Our goal and what gets us excited is to try to make great products. We trust that if we are successful people will like them, and if we are operationally competent we will make revenue, but we are very clear about our goal.

????That's not something you'd ever hear Steve Ballmer say.

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