Steve Jobs Turned Around Apple's Fortunes 27 Years Ago, Not By Making Mac Better Than Windows, But By Using This Technique Nike Is Known For
Steve Jobs Turned Around Apple's Fortunes 27 Years Ago, Not By Making Mac Better Than Windows, But By Using This Technique Nike Is Known For
Steve Jobs brought Apple Inc. back from the brink in the late 90s, engineering a turnaround that would one day help make it a trillion-dollar company. Among the several measures he undertook to save Apple was something that was very close to his heart – marketing.
史蒂夫·乔布斯在90年代末将苹果公司从边缘带回来，他设计了一个转机，有朝一日它将帮助它成为一家价值万亿美元的公司。在他为拯救苹果而采取的几项措施中，有一项是他非常关心的事情——营销。
Jobs, known for his marketing nous, focused on the values of what he wanted Apple to be known for rather than pushing details of the product to prospective buyers.
乔布斯以其营销才华而闻名，他专注于他希望苹果闻名的价值观，而不是向潜在买家推销产品的细节。
"When I got here, Apple just fired their agency," Jobs recalled an incident in an old speech. He added that the company had screened 23 other agencies to select one four months later.
乔布斯在一次以前的演讲中回忆起了一起事件：“当我来到这里时，苹果刚刚解雇了他们的代理机构。”他补充说，该公司已经筛选了其他23家机构，以便在四个月后选择一家机构。
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Apple and the newly hired agency then set down to create an ad that would go on to win an award.
然后，苹果和这家新聘的代理机构着手制作一则广告，该广告将继续获得奖项。
The core idea? Here's how Jobs described it: "Our customers want to know who is Apple and what it is that we stand for. Where do we fit in this world?"
核心思想？乔布斯是这样描述的：“我们的客户想知道谁是苹果，以及我们代表什么。我们在这个世界中处于什么位置？”
Focus On Values
专注于价值观
Jobs' idea was to focus on Apple's values, not its products. "We're something more than that," he said.
乔布斯的想法是关注苹果的价值观，而不是其产品。他说：“我们不止于此。”
When Jobs came back to Apple, the company was on the brink of bankruptcy and suffered from "neglect," as the company's co-founder put it.
乔布斯重返苹果时，该公司正处于破产的边缘，正如公司的联合创始人所说，遭受 “忽视” 之苦。
To bring it back "is not to talk about bits and megahertz, it's not to talk about why we're better than Windows."
把它带回来 “不是在谈论比特和兆赫兹，也不是在谈论为什么我们比 Windows 更好。”
He gave an example of Nike Inc. and how it has marketed itself as a brand. "What does Nike do in their advertising? They honor great athletes and they honor great athletics. That's who they are, that's what they are about."
他举了耐克公司及其如何将自己作为品牌进行营销的例子。“耐克在广告中做了什么？他们向优秀的运动员致敬，他们表彰伟大的田径运动。他们就是这样，这就是他们的目的。”
Jobs managed to save Apple and rejuvenate the company with one iconic new product after the other, changing multiple industries forever. It began with the iPod and iTunes, and perhaps the biggest crowning jewel in Apple's and Jobs' history, the iPhone in 2007.
乔布斯成功拯救了苹果，用一个又一个的标志性新产品振兴了公司，永远改变了多个行业。它始于iPod和iTunes，也许是苹果和乔布斯历史上最大的瑰宝，即2007年的iPhone。
Apple is now the second largest company in the world by market capitalization, at $2.927 trillion. Its market capitalization is higher than the gross domestic product of 181 countries, according to the latest data from the International Monetary Fund (IMF.)
按市值计算，苹果现在是全球第二大公司，为2.927万亿美元。根据国际货币基金组织（IMF）的最新数据，其市值高于181个国家的国内生产总值。
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Photo courtesy: Anthony Sigalas on Flickr
照片由 Flickr 上的安东尼·西加拉斯提供
译文内容由第三方软件翻译。