Make a dent in the universe.

How do we bring the human kind forward?


小时候看个电视剧啊，好电影啊啥的，能给震撼一下，然后有点沉浸在那个feel里的感觉，很久没有了。但读完乔布斯传果断有啊。lol

从哪说起呢， 从去年放假开始看的，到今天才看完。 本来准备全书摘录的，结果中间一半的时候用adobe reader了 因为可以highlight.
PDF高亮提取解决不能，那就先把有的贴上来吧。


pg 46
Coming back after seven months in Indian villages, I saw the craziness of the Western world as well as its capacity for rational thought. If you just sit and observe, you will see how restless your mind is. If you try to calm it, it only makes it worse, but over time it does calm, and when it does, there’s room to hear more subtle things—that’s when your intuition starts to blossom and you start to see things more clearly and be in the present more. Your mind just slows down, and you see a tremendous expanse in the moment. You see so much more than you could see before. It’s a discipline; you have to practice it.



pg46
Zen has been a deep influence in my life ever since. At one point I was thinking about going to Japan and trying to get into the Eihei-ji monastery, but my spiritual advisor urged me to stay here. He said there is nothing over there that isn’t here, and he was correct. I learned the truth of the Zen saying that if you are willing to travel around the world to meet a teacher, one will appear next door.



P48
It was the brighter side of what would become known as his reality distortion field. “If you trust him, you can do things,” Holmes said. “If he’s decided that something should happen, then he’s just going to make it happen.”




P50
Bushnell agreed. “There is something indefinable in an entrepreneur, and I saw that in Steve,” he said. “He was interested not just in engineering, but also the business aspects. I taught him that if you act like you can do something, then it will work. I told him, ‘Pretend to be completely in control and people will assume that you are.’”



p65
Markkula proposed to Jobs that they write a business plan together. “If it comes out well, I’ll invest,” Markkula said, “and if not, you’ve got a few weeks of my time for free.” Jobs began going to Markkula’s house in the evenings, kicking around projections and talking through the night. “We made a lot of assumptions, such as about how many houses would have a personal computer, and there were nights we were up until 4 a.m.,” Jobs recalled. Markkula ended up writing most of the plan. “Steve would say, ‘I will bring you this section next time,’ but he usually didn’t deliver on time, so I ended up doing it.”




p66
you should never start a company with the goal of getting rich. Your goal should be making something you believe in and making a company that will last.”



p67
Atop the brochure McKenna put a maxim, often attributed to Leonardo da Vinci, that would become the defining precept of Jobs’s design philosophy: “Simplicity is the ultimate sophistication.”


P69
All of this finally led to a showdown in front of Markkula about whether Jobs or Scott had the power to sign purchase orders; Markkula sided with Scott. Jobs also insisted that Apple be different in how it treated customers. He wanted a one-year warranty to come with the Apple II. This flabbergasted Scott; the usual warranty was ninety days. Again Jobs dissolved into tears during one of their arguments over the issue. They walked around the parking lot to calm down, and Scott decided to relent on this one.



P71
By early 1975 she had begun a relationship with a mutual friend, Greg Calhoun. “She was with Greg, but went back to Steve occasionally,” according to Elizabeth Holmes. “That was pretty much the way it was with all of us. We were sort of shifting back and forth; it was the seventies, after all.”






P75
“We are inventing the future,” Jobs told him at the end of a three-hour pitch. “Think about surfing on the front edge of a wave. It’s really exhilarating. Now think about dog- paddling at the tail end of that wave. It wouldn’t be anywhere near as much fun. Come down here and make a dent in the universe.” Atkinson did.




P76
“The best way to predict the future is to invent it” and “People who are serious about software should make their own hardware.”




P78
 When Tesler finally showed them what was truly under the hood, the Apple folks were astonished. Atkinson stared at the screen, examining each pixel so closely that Tesler could feel the breath on his neck. Jobs bounced around and waved his arms excitedly. “He was hopping around so much I don’t know how he actually saw most of the demo, but he did, because he kept asking questions,” Tesler recalled. “He was the exclamation point for every step I showed.” Jobs kept saying that he couldn’t believe that Xerox had not commercialized the technology. “You’re sitting on a gold mine,” he shouted. “I can’t believe Xerox is not taking advantage of this.”
 


P80
They also wanted a mouse that could easily move the cursor in any direction, not just up-down/left-right. This required using a ball rather than the usual two wheels. One of the engineers told Atkinson that there was no way to build such a mouse commercially. After Atkinson complained to Jobs over dinner, he arrived at the office the next day to discover that Jobs had fired the engineer. When his replacement met Atkinson, his first words were, “I can build the mouse.”



P82
 Even so, he could have justifiably been given “founder’s stock,” but Jobs decided not to. “Steve is the opposite of loyal,” according to Andy Hertz-feld, an early Apple engineer who has nevertheless remained friends with him. “He’s anti-loyal. He has to abandon the people he is close to.”




 P84
When the business questions tapered off, Jobs turned the tables on the well-groomed students. “How many of you are virgins?” he asked. There were nervous giggles. “How many of you have taken LSD?” More nervous laughter, and only one or two hands went up. Later Jobs would complain about the new generation of kids, who seemed to him more materialistic and careerist than his own. “When I went to school, it was right after the sixties and before this general wave of practical purposefulness had set in,” he said. “Now students aren’t even thinking in idealistic terms, or at least nowhere near as much.” His generation, he said, was different. “The idealistic wind of the sixties is still at our backs, though, and most of the people I know who are my age have that ingrained in them forever.”




P89
Bruce Horn was one of the programmers at Xerox PARC. When some of his friends, such as Larry Tesler, decided to join the Macintosh group, Horn considered going there as well. But he got a good offer, and a $15,000 signing bonus, to join another company. Jobs called him on a Friday night. “You have to come into Apple tomorrow morning,” he said. “I have a lot of stuff to show you.” Horn did, and Jobs hooked him. “Steve was so passionate about building this amazing device that would change the world,” Horn recalled. “By sheer force of his personality, he changed my mind.” Jobs showed Horn exactly how the plastic would be molded and would fit together at perfect angles, and how good the board was going to look inside. “He wanted me to see that this whole thing was going to happen and it was thought out from end to end. Wow, I said, I don’t see that kind of passion every day. So I signed up.”




P92
To some people, calling it a reality distortion field was just a clever way to say that Jobs tended to lie. But it was in fact a more complex form of dissembling. He would assert something—be it a fact about world history or a recounting of who suggested an idea at a meeting—without even considering the truth. It came from willfully defying reality, not only to others but to himself. “He can deceive himself,” said Bill Atkinson. “It allowed him to con people into believing his vision, because he has personally embraced and internalized it.”

A lot of people distort reality, of course. When Jobs did so, it was often a tactic for accomplishing something. Wozniak, who was as congenitally honest as Jobs was tactical, marveled at how effective it could be. “His reality distortion is when he has an illogical vision of the future, such as telling me that I could design the Breakout game in just a few days. You realize that it can’t be true, but he somehow makes it true.”






 
P93
“Just because he tells you that something is awful or great, it doesn’t necessarily mean he’ll feel that way tomorrow,” Tribble explained. “If you tell him a new idea, he’ll usually tell you that he thinks it’s stupid. But then, if he actually likes it, exactly one week later, he’ll come back to you and propose your idea to you, as if he thought of it.”




P94

Was Jobs’s unfiltered behavior caused by a lack of emotional sensitivity? No. Almost the opposite. He was very emotionally attuned, able to read people and know their psychological strengths and vulnerabilities. He could stun an unsuspecting victim with an emotional towel-snap, perfectly aimed. He intuitively knew when someone was faking it or truly knew something. This made him masterful at cajoling, stroking, persuading, flattering, and intimidating people. “He had the uncanny capacity to know exactly what your weak point is, know what will make you feel small, to make you cringe,” Joanna Hoffman said. “It’s a common trait in people who are charismatic and know how to manipulate people. Knowing that he can crush you makes you feel weakened and eager for his approval, so then he can elevate you and put you on a pedestal and own you.”



 
P94
That didn’t always work; Raskin tried it, succeeded for a while, and then was destroyed. But if you were calmly confident, if Jobs sized you up and decided that you knew what you were doing, he would respect you. In both his personal and his professional life over the years, his inner circle tended to include many more strong people than toadies.




P95
 One day Jobs came into the cubicle of Larry Kenyon, an engineer who was working on the Macintosh operating system, and complained that it was taking too long to boot up. Kenyon started to explain, but Jobs cut him off. “If it could save a person’s life, would you find a way to shave ten seconds off the boot time?” he asked. Kenyon allowed that he probably could. Jobs went to a whiteboard and showed that if there were five million people using the Mac, and it took ten seconds extra to turn it on every day, that added up to three hundred million or so hours per year that people would save, which was the equivalent of at least one hundred lifetimes saved per year. “Larry was suitably impressed, and a few weeks later he came back and it booted up twenty-eight seconds faster,” Atkinson recalled. “Steve had a way of motivating by looking at the bigger picture.”
 “Jobs thought of himself as an artist, and he encouraged the design team to think of ourselves that way too,” said Hertzfeld. “The goal was never to beat the competition, or to make a lot of money. It was to do the greatest thing possible, or even a little greater.” He once took the team to see an exhibit of Tiffany glass at the Metropolitan Museum in Manhattan because he believed they could learn from Louis Tiffany’s example of creating great art that could be mass-produced. Recalled Bud Tribble, “We said to ourselves, ‘Hey, if we’re going to make things in our lives, we might as well make them beautiful.’”
 



P96
“I’ve learned over the years that when you have really good people you don’t have to baby them,” Jobs later explained. “By expecting them to do great things, you can get them to do great things. The original Mac team taught me that A-plus players like to work together, and they don’t like it if you tolerate B work. Ask any member of that Mac team. They will tell you it was worth the pain.”
Most of them agree. “He would shout at a meeting, ‘You asshole, you never do anything right,’” Debi Coleman recalled. “It was like an hourly occurrence. Yet I consider myself the absolute luckiest person in the world to have worked with him.”




p97
Sony was famous for its signature style and memorable product designs, so Jobs would drop by to study the marketing material. “He would come in looking scruffy and fondle the product brochures and point out design features,” said Dan’l Lewin, who worked there. “Every now and then, he would ask, ‘Can I take this brochure?’” By 1980, he had hired Lewin.
不耻下问的学啊


p97
 His fondness for the dark, industrial look of Sony receded around June 1981, when he began attending the annual International Design Conference in Aspen. The meeting that year focused on Italian style, and it featured the architect-designer Mario Bellini, the filmmaker Bernardo Bertolucci, the car maker Sergio Pininfarina, and the Fiat heiress and politician Susanna Agnelli. “I had come to revere the Italian designers, just like the kid in Breaking Away reveres the Italian bikers,” recalled Jobs, “so it was an amazing inspiration.”
 和最好的学




p97
The modernist International Style championed by the Bauhaus taught that design should be simple, yet have an expressive spirit. It emphasized rationality and functionality by employing clean lines and forms. Among the maxims preached by Mies and Gropius were “God is in the details” and “Less is more.” As with Eichler homes, the artistic sensibility was combined with the capability for mass production.



p97
 “The Future Isn’t What It Used to Be.”
 


p98
If you walk into an office, there are papers on the desk. The one on the top is the most important. People know how to switch priority. Part of the reason we model our computers on metaphors like the desktop is that we can leverage this experience people already have.”



p98
His design sensibility is sleek but not slick, and it’s playful. He embraced minimalism, which came from his Zen devotion to simplicity, but he avoided allowing that to make his products cold. They stayed fun. He’s passionate and super-serious about design, but at the same time there’s a sense of play.”




 p99
“Not a Ferrari, that’s not right either,” Jobs countered. “It should be more like a Porsche!” Jobs owned a Porsche 928 at the time. When Bill Atkinson was over one weekend, Jobs brought him outside to admire the car. “Great art stretches the taste, it doesn’t follow tastes,” he told Atkinson.



 
p99
“To be honest, we didn’t know what it meant for a computer to be ‘friendly’ until Steve told us.”



p99
 The math for making circles usually required calculating square roots, which the 68000 microprocessor didn’t support. But Atkinson did a workaround based on the fact that the sum of a sequence of odd numbers produces a sequence of perfect squares (for example, 1 + 3 = 4, 1 + 3 + 5 = 9, etc.). Hertzfeld recalled that when Atkinson fired up his demo, everyone was impressed except Jobs. “Well, circles and ovals are good,” he said, “but how about drawing rectangles with rounded corners?”
 



p101
Even though he was German, Esslinger proposed that there should be a “born-in- America gene for Apple’s DNA” that would produce a “California global” look, inspired by “Hollywood and music, a bit of rebellion, and natural sex appeal.” His guiding principle was “Form follows emotion,” a play on the familiar maxim that form follows function. He produced forty models of products to demonstrate the concept, and when Jobs saw them he proclaimed, “Yes, this is it!”
P103
Even thirty years later, reflecting back on the competition, Jobs cast it as a holy crusade: “IBM was essentially Microsoft at its worst. They were not a force for innovation; they were a force for evil. They were like ATT or Microsoft or Google is.”




P105
Unlike other product developers, Jobs did not believe the customer was always right; if they wanted to resist using a mouse, they were wrong.



P106
We’re the same age, and I had been very successful, and I could tell he was jealous and there was an edge to him. He wrote this terrible hatchet job. So the editors in New York get this story and say, “We can’t make this guy Man of the Year.” That really hurt. But it was a good lesson. It taught me to never get too excited about things like that, since the media is a circus anyway.




P108
At the end of the presentation someone asked whether he thought they should do some market research to see what customers wanted. “No,” he replied, “because customers don’t know what they want until we’ve shown them.”




P116
Sculley uttered one last demurral, a token suggestion that maybe they should just be friends and he could offer Jobs advice from the sidelines. “Any time you’re in New York, I’d love to spend time with you.” He later recounted the climactic moment: “Steve’s head dropped as he stared at his feet. After a weighty, uncomfortable pause, he issued a challenge that would haunt me for days. ‘Do you want to spend the rest of your life selling sugared water, or do you want a chance to change the world?’”
果断closed



P116
“What’s the difference between Apple and the Boy Scouts? The Boy Scouts have adult supervision.”




p133
This exposed an aesthetic flaw in how the universe worked: The best and most innovative products don’t always win. A decade later, this truism caused Jobs to let loose a rant that was somewhat arrogant and over-the-top, but also had a whiff of truth to it. “The only problem with Microsoft is they just have no taste, they have absolutely no taste,” he said. “I don’t mean that in a small way. I mean that in a big way, in the sense that they don’t think of original ideas and they don’t bring much culture into their product.”




P134
 But Jobs had latched onto what he believed was a key management lesson from his Macintosh experience: You have to be ruthless if you want to build a team of A players. “It’s too easy, as a team grows, to put up with a few B players, and they then attract a few more B players, and soon you will even have some C players,” he recalled. “The Macintosh experience taught me that A players like to work only with other A players, which means you can’t indulge B players.”
 优秀的人，都喜欢赢家，强者.软蛋做不成事。如果不在同一个层次和境界，不存在完全意义上的民主。




p136
At one point he was going just over 100 miles per hour when a policeman stopped him and began writing a ticket. After a few minutes, as the officer scribbled away, Jobs honked. “Excuse me?” the policeman said. Jobs replied, “I’m in a hurry.” Amazingly, the officer didn’t get mad. He simply finished writing the ticket and warned that if Jobs was caught going over 55 again he would be sent to jail. As soon as the policeman left, Jobs got back on the road and accelerated to 100. “He absolutely believed that the normal rules didn’t apply to him,” Rossmann marveled.
内心无比强大啊。。。




P137
Paris also brought out the romantic in him. Both Gassée and Negroponte tell tales of him pining over women while there.




P139
 “There’s an old Hindu saying that goes, ‘In the first 30 years of your life, you make your habits. For the last 30 years of your life, your habits make you.’ Come help me celebrate mine.”
 



P140
Your thoughts construct patterns like scaffolding in your mind. You are really etching chemical patterns. In most cases, people get stuck in those patterns, just like grooves in a record, and they never get out of them.
I’ll always stay connected with Apple. I hope that throughout my life I’ll sort of have the thread of my life and the thread of Apple weave in and out of each other, like a tapestry. There may be a few years when I’m not there, but I’ll always come back. . . .
If you want to live your life in a creative way, as an artist, you have to not look back too much. You have to be willing to take whatever you’ve done and whoever you were and throw them away.
The more the outside world tries to reinforce an image of you, the harder it is to continue to be an artist, which is why a lot of times, artists have to say, “Bye. I have to go. I’m going crazy and I’m getting out of here.” And they go and hibernate somewhere. Maybe later they re-emerge a little differently.




p164
Jobs did indeed need one, badly. But he was careful not to show it. He waited a week before calling back.



P165
 But Gates was brutal to Jobs, just as Jobs could be to others. “This machine is crap,” he said. “The optical disk has too low latency, the fucking case is too expensive. This thing is ridiculous.” He decided then, and reaffirmed on each subsequent visit, that it made no sense for Microsoft to divert resources from other projects to develop applications for NeXT. Worse yet, he repeatedly said so publicly, which made others less likely to spend time developing for NeXT. “Develop for it? I’ll piss on it,” he told InfoWorld.
 



P168
One of Jobs’s management philosophies was that it is crucial, every now and then, to roll the dice and “bet the company” on some new idea or technology. At the NeXT launch, he boasted of an example that, as it turned out, would not be a wise gamble: having a high- capacity (but slow) optical read/write disk and no floppy disk as a backup. “Two years ago we made a decision,” he said. “We saw some new technology and we made a decision to risk our company.”




P178
Looking back, Jobs said that, had he known more, he would have focused on animation sooner and not worried about pushing the company’s hardware or software applications. On the other hand, had he known the hardware and software would never be profitable, he would not have taken over Pixar. “Life kind of snookered me into doing that, and perhaps it was for the better.”



 
P183
He told her, somewhat emotionally, that he wished she could have seen him when he was managing a Mediterranean restaurant north of San Jose. “That was a wonderful place,” he said. “All of the successful technology people used to come there. Even Steve Jobs.” Simpson was stunned. “Oh, yeah, he used to come in, and he was a sweet guy, and a big tipper,” her father added. Mona was able to refrain from blurting out, Steve Jobs is your son!




P185
Even at a young age Lisa began to realize his diet obsessions reflected a life philosophy, one in which asceticism and minimalism could heighten subsequent sensations. “He believed that great harvests came from arid sources, pleasure from restraint,” she noted. “He knew the equations that most people didn’t know: Things led to their opposites.”




P186
When it came to women, Jobs could be deeply romantic. He tended to fall in love dramatically, share with friends every up and down of a relationship, and pine in public whenever he was away from his current girlfriend.




P186
They dated for a year, and Jobs often flew east to visit her. At a Boston Macworld event, he told a large gathering how much in love he was and thus needed to rush out to catch a plane for Philadelphia to see his girlfriend. The audience was enchanted.




P187
Jobs told Egan, as he had a few other friends, about his premonition that he would not live a long life. That was why he was driven and impatient, he confided. “He felt a sense of urgency about all he wanted to get done,” Egan later said. Their relationship tapered off by the fall of 1984, when Egan made it clear that she was still far too young to think of getting married.



P187
 He called her the next day and asked her to dinner. She said no, that she was living with a boyfriend. A few days later he took her on a walk to a nearby park and again asked her out, and this time she told her boyfriend that she wanted to go. She was very honest and open. After dinner she started to cry because she knew her life was about to be disrupted. And it was. Within a few months she had moved into the unfurnished mansion in Woodside. “She was the first person I was truly in love with,” Jobs later said. “We had a very deep connection. I don’t know that anyone will ever understand me better than she did.”
 



p187
They were physically passionate and prone to public displays of affection; their make-out sessions in the NeXT lobby are well remembered by employees. So too were their fights, which occurred at movie theaters and in front of visitors to Woodside.
 


P188
“Steve had a tendency to look at vulnerabilities and neuroses and turn them into spiritual attributes.”



P188
 She would later recall how incredibly painful it was to be in love with someone so self-centered.
 



P189
They also had a basic philosophical difference about whether aesthetic tastes were fundamentally individual, as Redse believed, or universal and could be taught, as Jobs believed.



P189
  “Steve believed it was our job to teach people aesthetics, to teach people what they should like,” she recalled. “I don’t share that perspective. I believe when we listen deeply, both within ourselves and to each other, we are able to allow what’s innate and true to emerge.”
 



P189
They were opposites who attracted, she said, but the combination was too combustible. “I could not have been a good wife to ‘Steve Jobs,’ the icon,” she later explained. “I would have sucked at it on many levels. In our personal interactions, I couldn’t abide his unkindness. I didn’t want to hurt him, yet I didn’t want to stand by and watch him hurt other people either. It was painful and exhausting.”



P189
Redse later married, had two children, and then divorced. Every now and then Jobs would openly pine for her, even after he was happily married. And when he began his battle with cancer, she got in touch again to give support. She became very emotional whenever she recalled their relationship. “Though our values clashed and made it impossible for us to have the relationship we once hoped for,” she told me, “the care and love I felt for him decades ago has continued.” Similarly, Jobs suddenly started to cry one afternoon as he sat in his living room reminiscing about her. “She was one of the purest people I’ve ever known,” he said, tears rolling down his cheeks. “There was something spiritual about her and spiritual about the connection we had.” He said he always regretted that they could not make it work, and he knew that she had such regrets as well. But it was not meant to be. On that they both agreed.



P190
By this point, based on his dating history, a matchmaker could have put together a composite sketch of the woman who would be right for Jobs. Smart, yet unpretentious. Tough enough to stand up to him, yet Zen-like enough to rise above turmoil. Well-educated and independent, yet ready to make accommodations for him and a family. Down-to-earth, but with a touch of the ethereal. Savvy enough to know how to manage him, but secure enough to not always need to. And it wouldn’t hurt to be a beautiful, lanky blonde with an easygoing sense of humor who liked organic vegetarian food. In October 1989, after his split with Tina Redse, just such a woman walked into his life.




P191
“Excuse me, wasn’t there something about a raffle you won, that I’m supposed to take you to dinner?” She laughed. “How about Saturday?” he asked. She agreed and wrote down her number. Jobs headed to his car to drive up to the Thomas Fogarty winery in the Santa Cruz mountains above Woodside, where the NeXT education sales group was holding a dinner. But he suddenly stopped and turned around. “I thought, wow, I’d rather have dinner with her than the education group, so I ran back to her car and said ‘How about dinner tonight?’” She said yes. It was a beautiful fall evening, and they walked into Palo Alto to a funky vegetarian restaurant, St. Michael’s Alley, and ended up staying there for four hours. “We’ve been together ever since,” he said.




P191
“There were only two women in my life that I was truly in love with, Tina and Laurene,” Jobs later said. “I thought I was in love with Joan Baez, but I really just liked her a lot. It was just Tina and then Laurene.”





P192
After graduating from the University of Pennsylvania, she worked at Goldman Sachs as a fixed income trading strategist, dealing with enormous sums of money that she traded for the house account. Jon Corzine, her boss, tried to get her to stay at Goldman, but instead she decided the work was unedifying. “You could be really successful,” she said, “but you’re just contributing to capital formation.” So after three years she quit and went to Florence, Italy, living there for eight months before enrolling in Stanford Business School.





P194
Avie Tevanian decided Jobs needed a bachelor’s party. This was not as easy as it sounded. Jobs did not like to party and didn’t have a gang of male buddies. He didn’t even have a best man.




P195
“You see, Mona,” Jobs said to his sister, “Laurene is descended from Joe Namath and we’re descended from John Muir.”




P195
It was a privileged realm—neighbors would eventually include the visionary venture capitalist John Doerr, Google’s founder Larry Page, and Facebook’s founder Mark Zuckerberg, along with Andy Hertzfeld and Joanna Hoffman—




p198
(During one of his late-night phone conversations with Jobs, Clinton asked how he should handle the Lewinsky issue. “I don’t know if you did it, but if so, you’ve got to tell the country,” Jobs told the president. There was silence on the other end of the line.)

Martha Graham, Ansel Adams, Richard Feynman, Maria Callas, Frank Lloyd Wright, James Watson, Amelia Earhart




P238
He grabbed a magic marker, padded to a whiteboard, and drew a horizontal and vertical line to make a four-squared chart. “Here’s what we need,” he continued. Atop the two columns he wrote “Consumer” and “Pro”; he labeled the two rows “Desktop” and “Portable.” Their job, he said, was to make four great products, one for each quadrant. “The room was in dumb silence,” Schiller recalled



P242
Product essence



P264
Retail



P266
Do less



P275
Thoughts: What's the downside? Weakness?



P289
Musics
Bach stuff Glenn cloud



P300
Environment of la!



P301
Communication face to face meeting make stuff happen



P365
At his house the following day he was still on a high. He was planning to fly to Kona Village the next day, alone, and I asked to see what he had put on his iPad 2 for the trip. There were three movies: Chinatown, The Bourne Ultimatum, and Toy Story 3. More revealingly, there was just one book that he had downloaded: The Autobiography of a Yogi, the guide to meditation and spirituality that he had first read as a teenager, then reread in India, and had read once a year ever since



P365
Parthenon
Ephesus



P370
He hired what he considered to be the best architectural firm in the world, that of Sir Norman Foster, which had done smartly engineered buildings such as the restored Reichstag in Berlin and 30 St. Mary Axe in London



p372
Biotechnology



P374
Erin and her parents stayed at the Tawaraya Ryokan, an inn of sublime simplicity that Jobs loved. “It was fantastic,” Erin recalled



P376
Education



P379
fasting and for diets like Arnold Ehret’s fruit regimen that he had embraced as a teenager



P381
We talked a lot about focus. And choosing people. How to know who to trust, and how to build a team of lieutenants he can count on. I described the blocking and tackling he would have to do to keep the company from getting flabby or being larded with B players. The main thing I stressed was focus. Figure out what Google wants to be when it grows up. It’s now all over the map. What are the five products you want to focus on? Get rid of the rest, because they’re dragging you down. They’re turning you into Microsoft. They’re causing you to turn out products that are adequate but not great. I tried to be as helpful as I could. I will continue to do that with people like Mark Zuckerberg too. That’s how I’m going to spend part of the time I have left. I can help the next generation remember the lineage of great companies here and how to continue the tradition. The Valley has been very supportive of me. I should do my best to repay



P382
Jobs asked some questions about education, and Gates sketched out his vision of what schools in the future would be like, with students watching lectures and video lessons on their own while using the classroom time for discussions and problem solving. They agreed that computers had, so far, made surprisingly little impact on schools—far less than on other realms of society such as media and medicine and law. For that to change, Gates said, computers and mobile devices would have to focus on delivering more personalized lessons and providing motivational feedback



P384
When our discussion turned to the sorry state of the economy and politics, he offered a few sharp opinions about the lack of strong leadership around the world. “I’m disappointed in Obama,” he said. “He’s having trouble leading because he’s reluctant to offend people or piss them off.” He caught what I was thinking and assented with a little smile: “Yes, that’s not a problem I ever had



P391
My passion has been to build an enduring company where people were motivated to make great products. Everything else was secondary. Sure, it was great to make a profit, because that was what allowed you to make great products. But the products, not the profits, were the motivation

It’s a subtle difference, but it ends up meaning everything: the people you hire, who gets promoted, what you discuss in meetings



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Some people say, “Give the customers what they want.” But that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, “If I’d asked customers what they wanted, they would have told me, ‘A faster horse!’” People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page


I think great artists and great engineers are similar, in that they both have a desire to express themselves. In fact some of the best people working on the original Mac were poets and musicians on the side. In the seventies computers became a way for people to express their creativity. Great artists like Leonardo da Vinci and Michelangelo were also great at science. Michelangelo knew a lot about how to quarry stone, not just how to be a sculptor




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I hate it when people call themselves “entrepreneurs” when what they’re really trying to do is launch a startup and then sell or go public, so they can cash in and move on. They’re unwilling to do the work it takes to build a real company, which is the hardest work in business. That’s how you really make a contribution and add to the legacy of those who went before. You build a company that will still stand for something a generation or two from now. That’s what Walt Disney did, and Hewlett and Packard, and the people who built Intel. They created a company to last, not just to make money. That’s what I want Apple to be I feel totally comfortable saying “Ron, that store looks like shit” in front of everyone else. Or I might say “God, we really fucked up the engineering on this” in front of the person that’s responsible. That’s the ante for being in the room: You’ve got to be able to be super honest. Maybe there’s a better way, a gentlemen’s club where we all wear ties and speak in this Brahmin language and velvet code-words, but I don’t know that way, because I am middle class from California

You always have to keep pushing to innovate


They kept evolving, moving, refining their art. That’s what I’ve always tried to do—keep moving. Otherwise, as Dylan says, if you’re not busy being born, you’re busy dying



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language or mathematics I use. I make little of my own food, none of my own clothes. Everything I do depends on other members of our species and the shoulders that we stand on. And a lot of us want to contribute something back to our species and to add something to the flow. It’s about trying to express something in the only way that most of us know how—because we can’t write Bob Dylan songs or Tom Stoppard plays. We try to use the talents we do have to express our deep feelings, to show our appreciation of all the contributions that came before us, and to add something to that flow. That’s what has driven me.


读完脑海中的关键词
- 专注
- 选择不做什么更难
- 大部分人不知道要什么
- 做到不可能
- and above all, make a dent in the universe.

乔布斯也许是一个无比自我自大的人，有时候会想如果他没做出什么牛逼的事会是什么样的？ 但就算是中国的谦虚，真正牛逼的人内心还是自信的，对于牛逼的人，如何表现自己也只是一个选择，从而达到重要的目的。会做事，会做人。 可乔布斯算是会做人的吗？ 我觉得是他不在乎，他的自信不在乎，觉得不重要。做出最好的产品对他来说是最重要的。 这也证明了人只要想做什么事情，总能做成吧。

之前在知乎上看到一个相关的回答，大概是说： 你又不是胡锦涛，你怎么知道做的不会比他好？

其实每个人真的都有自己的特长，哪怕烧饭比别人好吃。 但又存在相对牛逼和绝对牛逼。但我觉得绝对牛逼都是从相对牛逼起来的，关键是这个选择。