『壹』 史蒂夫．喬布斯05年在斯坦福大學畢業典禮上的演講稿。謝謝
5213zxjx果CEO喬布斯在斯坦福大學的演講稿[中英]蘋果計算機公司CEO史蒂夫•喬布斯6.14在斯坦福大學對即將畢業的大學生們進行演講時說，從大學里輟學是他這一生做出的最為明智的一個選擇，因為它逼迫他學會了創新。 喬布斯對操場上擠的滿滿的畢業生、校友和家長們說：「你的時間有限，所以最好別把它浪費在模仿別人這種事上。」 －－同樣地，如果還在學校的話，似乎不應該去模仿退學的牛人們。
You've got to find what you love,' Jobs says
Jobs說，你必須要找到你所愛的東西。
This is the text of the Commencement address by Steve Jobs, CEO of Apple Computer and of Pixar Animation Studios, delivered on June 12, 2005.
這是蘋果公司和Pixar動畫工作室的CEO Steve Jobs於2005年6月12號在斯坦福大學的畢業典禮上面的演講稿。
I am honored to be with you today at your commencement from one of the finest universities in the world. I never graated from college. Truth be told, this is the closest I've ever gotten to a college graation. Today I want to tell you three stories from my life. That's it. No big deal. Just three stories.
我今天很榮幸能和你們一起參加畢業典禮，斯坦福大學是世界上最好的大學之一。我從來沒有從大學中畢業。說實話,今天也許是在我的生命中離大學畢業最近的一天了。今天我想向你們講述我生活中的三個故事。不是什麼大不了的事情,只是三個故事而已。
The first story is about connecting the dots.
第一個故事是關於如何把生命中的點點滴滴串連起來。
I dropped out of Reed College after the first 6 months, but then stayed around as a drop-in for another 18 months or so before I really quit. So why did I drop out?
我在Reed大學讀了六個月之後就退學了,但是在十八個月以後——我真正的作出退學決定之前,我還經常去學校。我為什麼要退學呢？
It started before I was born. My biological mother was a young, unwed college graate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graates, so everything was all set for me to be adopted at birth by a lawyer and his wife. Except that when I popped out they decided at the last minute that they really wanted a girl. So my parents, who were on a waiting list, got a call in the middle of the night asking: "We have an unexpected baby boy; do you want him?" They said: "Of course." My biological mother later found out that my mother had never graated from college and that my father had never graated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would someday go to college.
故事從我出生的時候講起。我的親生母親是一個年輕的,沒有結婚的大學畢業生。她決定讓別人收養我, 她十分想讓我被大學畢業生收養。所以在我出生的時候，她已經做好了一切的准備工作，能使得我被一個律師和他的妻子所收養。但是她沒有料到,當我出生之後,律師夫婦突然決定他們想要一個女孩。 所以我的生養父母（他們還在我親生父母的觀察名單上）突然在半夜接到了一個電話:「我們現在這兒有一個不小心生出來的男嬰,你們想要他嗎？」他們回答道:「當然！」但是我親生母親隨後發現，我的養母從來沒有上過大學,我的父親甚至從沒有讀過高中。她拒絕簽這個收養合同。只是在幾個月以後,我的父母答應她一定要讓我上大學,那個時候她才同意。
And 17 years later I did go to college. But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents' savings were being spent on my college tuition. After six months, I couldn't see the value in it. I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out. And here I was spending all of the money my parents had saved their entire life. So I decided to drop out and trust that it would all work out OK. It was pretty scary at the time, but looking back it was one of the best decisions I ever made. The minute I dropped out I could stop taking the required classes that didn't interest me, and begin dropping in on the ones that looked interesting.
在十七歲那年,我真的上了大學。但是我很愚蠢的選擇了一個幾乎和你們斯坦福大學一樣貴的學校, 我父母還處於藍領階層，他們幾乎把所有積蓄都花在了我的學費上面。在六個月後, 我已經看不到其中的價值所在。我不知道我想要在生命中做什麼,我也不知道大學能幫助我找到怎樣的答案。 但是在這里，我幾乎花光了我父母這一輩子的所有積蓄。所以我決定要退學,我覺得這是個正確的決定。不能否認,我當時確實非常的害怕, 但是現在回頭看看,那的確是我這一生中最棒的一個決定。在我做出退學決定的那一刻, 我終於可以不必去讀那些令我提不起絲毫興趣的課程了。然後我還可以去修那些看起來有點意思的課程。
It wasn't all romantic. I didn't have a dorm room, so I slept on the floor in friends' rooms, I returned coke bottles for the 5¢ deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple. I loved it. And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. Let me give you one example:
但是這並不是那麼羅曼蒂克。我失去了我的宿舍,所以我只能在朋友房間的地板上面睡覺,我去撿5美分的可樂瓶子，僅僅為了填飽肚子, 在星期天的晚上,我需要走七英里的路程，穿過這個城市到Hare Krishna寺廟（註：位於紐約Brooklyn下城）,只是為了能吃上飯——這個星期唯一一頓好一點的飯。但是我喜歡這樣。我跟著我的直覺和好奇心走, 遇到的很多東西,此後被證明是無價之寶。讓我給你們舉一個例子吧：
Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed. Because I had dropped out and didn't have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating.
Reed大學在那時提供也許是全美最好的美術字課程。在這個大學裡面的每個海報, 每個抽屜的標簽上面全都是漂亮的美術字。因為我退學了, 沒有受到正規的訓練, 所以我決定去參加這個課程，去學學怎樣寫出漂亮的美術字。我學到了san serif 和serif字體, 我學會了怎麼樣在不同的字母組合之中改變空格的長度, 還有怎麼樣才能作出最棒的印刷式樣。那是一種科學永遠不能捕捉到的、美麗的、真實的藝術精妙, 我發現那實在是太美妙了。
None of this had even a hope of any practical application in my life. But ten years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, its likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do. Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards ten years later.
當時看起來這些東西在我的生命中，好像都沒有什麼實際應用的可能。但是十年之後,當我們在設計第一台Macintosh電腦的時候,就不是那樣了。我把當時我學的那些傢伙全都設計進了Mac。那是第一台使用了漂亮的印刷字體的電腦。如果我當時沒有退學, 就不會有機會去參加這個我感興趣的美術字課程, Mac就不會有這么多豐富的字體，以及賞心悅目的字體間距。那麼現在個人電腦就不會有現在這么美妙的字型了。當然我在大學的時候，還不可能把從前的點點滴滴串連起來,但是當我十年後回顧這一切的時候,真的豁然開朗了。
Again, you can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something - your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.
再次說明的是,你在向前展望的時候不可能將這些片斷串連起來；你只能在回顧的時候將點點滴滴串連起來。所以你必須相信這些片斷會在你未來的某一天串連起來。你必須要相信某些東西：你的勇氣、目的、生命、因緣。這個過程從來沒有令我失望（let me down）,只是讓我的生命更加地與眾不同而已。
My second story is about love and loss.
我的第二個故事是關於愛和損失的。
I was lucky – I found what I loved to do early in life. Woz and I started Apple in my parents garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a billion company with over 4000 employees. We had just released our finest creation - the Macintosh - a year earlier, and I had just turned 30. And then I got fired. How can you get fired from a company you started? Well, as Apple grew we hired someone who I thought was very talented to run the company with me, and for the first year or so things went well. But then our visions of the future began to diverge and eventually we had a falling out. When we did, our Board of Directors sided with him. So at 30 I was out. And very publicly out. What had been the focus of my entire alt life was gone, and it was devastating.
我非常幸運, 因為我在很早的時候就找到了我鍾愛的東西。Woz和我在二十歲的時候就在父母的車庫裡面開創了蘋果公司。我們工作得很努力, 十年之後, 這個公司從那兩個車庫中的窮光蛋發展到了超過四千名的雇員、價值超過二十億的大公司。在公司成立的第九年,我們剛剛發布了最好的產品,那就是Macintosh。我也快要到三十歲了。在那一年, 我被炒了魷魚。你怎麼可能被你自己創立的公司炒了魷魚呢? 嗯,在蘋果快速成長的時候，我們僱用了一個很有天分的傢伙和我一起管理這個公司, 在最初的幾年,公司運轉的很好。但是後來我們對未來的看法發生了分歧, 最終我們吵了起來。當爭吵不可開交的時候, 董事會站在了他的那一邊。所以在三十歲的時候, 我被炒了。在這么多人的眼皮下我被炒了。在而立之年，我生命的全部支柱離自己遠去, 這真是毀滅性的打擊。
I really didn't know what to do for a few months. I felt that I had let the previous generation of entrepreneurs down - that I had dropped the baton as it was being passed to me. I met with David Packard and Bob Noyce and tried to apologize for screwing up so badly. I was a very public failure, and I even thought about running away from the valley. But something slowly began to dawn on me – I still loved what I did. The turn of events at Apple had not changed that one bit. I had been rejected, but I was still in love. And so I decided to start over.
在最初的幾個月里，我真是不知道該做些什麼。我把從前的創業激情給丟了, 我覺得自己讓與我一同創業的人都很沮喪。我和David Pack和Bob Boyce見面，並試圖向他們道歉。我把事情弄得糟糕透頂了。但是我漸漸發現了曙光, 我仍然喜愛我從事的這些東西。蘋果公司發生的這些事情絲毫的沒有改變這些, 一點也沒有。我被驅逐了,但是我仍然鍾愛它。所以我決定從頭再來。
I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.
我當時沒有覺察, 但是事後證明, 從蘋果公司被炒是我這輩子發生的最棒的事情。因為，作為一個成功者的極樂感覺被作為一個創業者的輕松感覺所重新代替: 對任何事情都不那麼特別看重。這讓我覺得如此自由, 進入了我生命中最有創造力的一個階段。
During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the worlds first computer animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I retuned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance. And Laurene and I have a wonderful family together.
在接下來的五年裡, 我創立了一個名叫NeXT的公司, 還有一個叫Pixar的公司, 然後和一個後來成為我妻子的優雅女人相識。Pixar 製作了世界上第一個用電腦製作的動畫電影——「」玩具總動員」,Pixar現在也是世界上最成功的電腦製作工作室。在後來的一系列運轉中,Apple收購了NeXT, 然後我又回到了Apple公司。我們在NeXT發展的技術在Apple的復興之中發揮了關鍵的作用。我還和Laurence 一起建立了一個幸福的家庭。
I'm pretty sure none of this would have happened if I hadn't been fired from Apple. It was awful tasting medicine, but I guess the patient needed it. Sometimes life hits you in the head with a brick. Don't lose faith. I'm convinced that the only thing that kept me going was that I loved what I did. You've got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And 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. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don't settle.
我可以非常肯定,如果我不被Apple開除的話, 這其中一件事情也不會發生的。這個良葯的味道實在是太苦了,但是我想病人需要這個葯。有些時候, 生活會拿起一塊磚頭向你的腦袋上猛拍一下。不要失去信心。我很清楚唯一使我一直走下去的，就是我做的事情令我無比鍾愛。你需要去找到你所愛的東西。對於工作是如此, 對於你的愛人也是如此。你的工作將會占據生活中很大的一部分。你只有相信自己所做的是偉大的工作, 你才能怡然自得。如果你現在還沒有找到, 那麼繼續找、不要停下來、全心全意的去找, 當你找到的時候你就會知道的。就像任何真誠的關系, 隨著歲月的流逝只會越來越緊密。所以繼續找，直到你找到它，不要停下來！
My third story is about death.
我的第三個故事是關於死亡的。
When I was 17, I read a quote that went something like: "If you live each day as if it was your last, someday you'll most certainly be right." It made an impression on me, and since then, for the past 33 years, I have looked in the mirror every morning and asked myself: "If today were the last day of my life, would I want to do what I am about to do today?" And whenever the answer has been "No" for too many days in a row, I know I need to change something.
當我十七歲的時候, 我讀到了一句話:「如果你把每一天都當作生命中最後一天去生活的話,那麼有一天你會發現你是正確的。」這句話給我留下了深刻的印象。從那時開始,過了33年,我在每天早晨都會對著鏡子問自己:「如果今天是我生命中的最後一天, 你會不會完成你今天想做的事情呢？」當答案連續很多次被給予「不是」的時候, 我知道自己需要改變某些事情了。
Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything – all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.
「記住你即將死去」是我一生中遇到的最重要箴言。它幫我指明了生命中重要的選擇。因為幾乎所有的事情, 包括所有的榮譽、所有的驕傲、所有對難堪和失敗的恐懼,這些在死亡面前都會消失。我看到的是留下的真正重要的東西。你有時候會思考你將會失去某些東西,「記住你即將死去」是我知道的避免這些想法的最好辦法。你已經赤身裸體了, 你沒有理由不去跟隨自己的心一起跳動。
About a year ago I was diagnosed with cancer. I had a scan at 7:30 in the morning, and it clearly showed a tumor on my pancreas. I didn't even know what a pancreas was. The doctors told me this was almost certainly a type of cancer that is incurable, and that I should expect to live no longer than three to six months. My doctor advised me to go home and get my affairs in order, which is doctor's code for prepare to die. It means to try to tell your kids everything you thought you'd have the next 10 years to tell them in just a few months. It means to make sure everything is buttoned up so that it will be as easy as possible for your family. It means to say your goodbyes.
大概一年以前, 我被診斷出癌症。我在早晨七點半做了一個檢查, 檢查清楚的顯示在我的胰腺有一個腫瘤。我當時都不知道胰腺是什麼東西。醫生告訴我那很可能是一種無法治癒的癌症, 我還有三到六個月的時間活在這個世界上。我的醫生叫我回家, 然後整理好我的一切, 那就是醫生准備死亡的程序。那意味著你將要把未來十年對你小孩說的話在幾個月裡面說完.；那意味著把每件事情都搞定, 讓你的家人會盡可能輕松的生活；那意味著你要說「再見了」。
I lived with that diagnosis all day. Later that evening I had a biopsy, where they stuck an endoscope down my throat, through my stomach and into my intestines, put a needle into my pancreas and got a few cells from the tumor. I was sedated, but my wife, who was there, told me that when they viewed the cells under a microscope the doctors started crying because it turned out to be a very rare form of pancreatic cancer that is curable with surgery. I had the surgery and I'm fine now.
我整天和那個診斷書一起生活。後來有一天早上我作了一個活切片檢查，醫生將一個內窺鏡從我的喉嚨伸進去,通過我的胃, 然後進入我的腸子, 用一根針在我的胰腺上的腫瘤上取了幾個細胞。我當時很鎮靜,因為我被注射了鎮定劑。但是我的妻子在那裡, 後來告訴我，當醫生在顯微鏡地下觀察這些細胞的時候他們開始尖叫, 因為這些細胞最後竟然是一種非常罕見的可以用手術治癒的胰腺癌症。我做了這個手術, 現在我痊癒了。
This was the closest I've been to facing death, and I hope its the closest I get for a few more decades. Having lived through it, I can now say this to you with a bit more certainty than when death was a useful but purely intellectual concept:
那是我最接近死亡的時候, 我還希望這也是以後的幾十年最接近的一次。從死亡線上又活了過來, 死亡對我來說，只是一個有用但是純粹是知識上的概念的時候，我可以更肯定一點地對你們說：
No one wants to die. Even people who want to go to heaven don't want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because 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. Right now the new is you, but someday not too long from now, you will graally become the old and be cleared away. Sorry to be so dramatic, but it is quite true.
沒有人願意死, 即使人們想上天堂, 人們也不會為了去那裡而死。但是死亡是我們每個人共同的終點。從來沒有人能夠逃脫它。也應該如此。 因為死亡就是生命中最好的一個發明。它將舊的清除以便給新的讓路。你們現在是新的, 但是從現在開始不久以後, 你們將會逐漸的變成舊的然後被清除。我很抱歉這很戲劇性, 但是這十分的真實。
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.
When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation. It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch. This was in the late 1960's, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras. It was sort of like Google in paperback form, 35 years before Google came along: it was idealistic, and overflowing with neat tools and great notion
Stewart and his team put out several issues of The Whole Earth Catalog, and then when it had run its course, they put out a final issue. It was the mid-1970s, and I was your age. On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous. Beneath it were the words: "Stay Hungry. Stay Foolish." It was their farewell message as they signed off. Stay Hungry. Stay Foolish. And I have always wished that for myself. And now, as you graate to begin anew, I wish that for you.
Stay Hungry. Stay Foolish.
Thank you all very much.
『貳』 如何寫開發信
開發信不宜太長，也不宜過短。某些老外的超短的開發信我覺得並不十分合適。 現在很多帖子都著重申明開發信應該簡短，能一句話說明白的就不要啰嗦用兩句話。不過太過簡潔的開發信未必效果就好。
先來說一下寫好一封開發信的必要前提：
第一，標題比正文更重要。
業務員在寫開發信前，必須先了解目標客戶的大致背景，包括其屬於什麼市場，主營什麼產品，對產品是怎麼分類命名的，對何種產品感興趣。再針對其興趣點找機會對症下葯。
有些業務員很喜歡用問候類的標題，例如寫 Hello、Moring 等。這類開放性的標題，客戶一般都不感興趣。首先給人的感覺就是你不專業，不禮貌，客戶沒辦法了解這個郵件的目的是什麼。有些業務員喜歡在標題中只寫自己公司名字，或者寫些希望合作這類泛泛的標題，這也是不可取的，買家不一定知道你的公司名字，反而有時一看就以為是推銷郵件，從而直接拉入垃圾箱。郵件的正文寫得再好，遇上此類標題，都容易遭到退信。
第二，切中客戶的實際和需求。
那麼，如何讓自己的開發信標題奪人眼球？簡結、通俗，必要時有名有姓；以產品或者個人亮點為題；為避免人雲亦雲，通過新穎的措辭或創意吸引客戶注意力，激發其好奇心；具有一定或者相當足夠的煽動性。
以客戶最關心的產品為標題，能促動他們的利益；在標題寫上競爭者，優秀供應商，價格屠夫等作為創新的亮點，說白了就是要展示供應商的自信。其實這樣擬標題，不僅是供應商的經營策略，也是站在客戶的立場想問題，能直中目標客戶的實際情況和需求。