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·喬布斯在90年代末將蘋果公司從邊緣帶回來，他設計了一個轉機，有朝一日它將幫助它成爲一家價值萬億美元的公司。在他爲拯救蘋果而採取的幾項措施中，有一項是他非常關心的事情——營銷。
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.
喬布斯以其營銷才華而聞名，他專注於他希望蘋果聞名的價值觀，而不是向潛在買家推銷產品的細節。
"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.
喬布斯在一次以前的演講中回憶起了一起事件：“當我來到這裏時，蘋果剛剛解僱了他們的代理機構。”他補充說，該公司已經篩選了其他23家機構，以便在四個月後選擇一家機構。
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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.
然後，蘋果和這家新聘的代理機構着手製作一則廣告，該廣告將繼續獲得獎項。
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？喬布斯是這樣描述的：“我們的客戶想知道誰是蘋果，以及我們代表什麼。我們在這個世界中處於什麼位置？”
Focus On Values
專注於價值觀
Jobs' idea was to focus on Apple's values, not its products. "We're something more than that," he said.
喬布斯的想法是關注蘋果的價值觀，而不是其產品。他說：“我們不止於此。”
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.
喬布斯重返蘋果時，該公司正處於破產的邊緣，正如公司的聯合創始人所說，遭受 “忽視” 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."
把它帶回來 “不是在談論比特和兆赫茲，也不是在談論爲什麼我們比 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."
他舉了耐克公司及其如何將自己作爲品牌進行營銷的例子。“耐克在廣告中做了什麼？他們向優秀的運動員致敬，他們表彰偉大的田徑運動。他們就是這樣，這就是他們的目的。”
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.
喬布斯成功拯救了蘋果，用一個又一個的標誌性新產品振興了公司，永遠改變了多個行業。它始於iPod和iTunes，也許是蘋果和喬布斯歷史上最大的瑰寶，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.)
按市值計算，蘋果現在是全球第二大公司，爲2.927萬億美元。根據國際貨幣基金組織（IMF）的最新數據，其市值高於181個國家的國內生產總值。
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Photo courtesy: Anthony Sigalas on Flickr
照片由 Flickr 上的安東尼·西加拉斯提供
譯文內容由第三人軟體翻譯。