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1、乔布斯创新的秘密 Still waters run deep.流静水深流静水深,人静心深人静心深 Where there is life,there is hope。有生命必有希望。有生命必有希望ThefamedNewYorkTimescolumnist,ThomasFriedman,wroteacolumninwhichhesaidAmericaneedsmorejobsSteveJobs.HemeantthatinnovationandcreativitymustbenurturedandencouragedtohelptheU.Sandothercountriesemergefromth
2、eglobalrecession.EveryonewantstolearnmoreaboutSteveJobs,yetveryfewjournalistshaveidentifiedtheprinciplesthatdriveSteveJobsandhissuccess.Untilnow,thatis.TheInnovationSecretsofSteveJobs(McGraw-Hill,October,2010)revealsthe7principlesthatarelargelyresponsibleforhisbreakthroughsuccess;principlesthathaveg
3、uidedSteveJobsforhisentirecareerand,moreimportant,principlesyoucanadopttodayto“thinkdifferently”aboutyourcompany,productorservice.SteveJobshassomethingtoteachyouaboutyourcareer,yourbusiness,andyourbrand.Hethinksdifferentlyabouteveryaspectofbusinessfromproductdesigntomarketingtocommunications.Hereare
4、the7principlesresponsibleforJobsbreakthroughsuccess.PrincipleOne:Dowhatyoulove.Passioniseverything.Innovationwhichsimplymeansnewwaysofdoingthingsthatimproveourlives-cannotflourishunlessyouaretrulyobsessedwithmakingsomethingbetterbeitaproduct,aservice,amethodoracareer.“Havethecouragetofollowyourheart
5、andintuition.Theysomehowalreadyknowwhatyoutrulywanttobecome.”Jobshasfollowedhishearthisentirecareerandthatpassion,hesays,hasmadeallthedifference.Itsverydifficulttocomeupwithnew,creativeideasthatmovesocietyforwardifyouarenotpassionateaboutthesubject.In1972,SteveJobsdroppedoutofReedCollegeinPortlandaf
6、terjustonesemester.Hestayedanother18monthsto“dropin”tothoseclassesheenjoyed,likecalligraphy.CalligraphydidnthaveanyobviouspracticalapplicationinhislifebutitwouldcomebacktoJobswhenhecreatedtheMac.TheMacintoshwastheworldsfirstcomputerwithbeautifulfontsandtypography.IfSteveJobshadntfollowedhispassion,w
7、edstillbeenteringlinecommands.“Beingtherichestmaninthecemeterydoesntmattertome.Goingtobebedatnightsayingwevedonesomethingwonderfulthatswhatmatterstome.”“Passionwontprotectyouagainstsetbacks,butitwillensurethatnofailureiseverfinal.”BillStrickland“Idontmindfailure.Ivealwaysthoughtthatschoolchildrensho
8、uldbemarkedbythenumberoffailurestheyvehad.”JamesDysonHowtodofindyourpassion?Passionsarethoseideasthatdontleaveyoualone.Theyarethehopes,dreamsandpossibilitiesthatconsumeyourthoughts.Followthosepassionsdespiteskepticsandnaysayerswhodonothavethecouragetofollowtheirdreams.PrincipleTwo:Putadentintheunive
9、rse.Thisspeakstovision.Innovationdoesnttakeplaceinavacuum.Youneedtoknowwhereyouregoing,whattheultimatedestinationis,andyouneedtoinspireothers,evangelists.“Weregamblingonourvision,andwedratherdothatthanmakeme-tooproducts.”SteveJobshasneverunderestimatedthepowerofvisiontomoveabrandforward.In1976,Steve
10、WozniakwascaptivatedbyJobsvisionto“putacomputerinthehandsofeverydaypeople.”In1979,JobstookatouroftheXeroxresearchfacilityinPaloAlto,California.Therehesawanewtechnologythatletusersinteractwiththecomputerviacolorfulgraphicaliconsonthescreeninsteadofenteringcomplexlinecommands.Itwascalleda“graphicaluse
11、rinterface.”Inthatmoment,Jobsknewthatthistechnologywouldallowhimtofulfillhisvisionofputtingacomputerinthehandsofeverydaypeople.JobslatersaidthatXeroxcouldhave“dominated”thecomputerindustrybutinsteaditsvisionwaslimitedtobuildinganothercopier.Twopeoplecanseethesamethingbutperceiveitdifferentlybasedont
12、heirvision.SteveJobssetoutwithavisiontochangetheworld.Whatsyourvisionforyourproduct,brand,andyourcareer?Passionfuelstherocket,butvisionpointstherockettoitsultimatedestination.PrincipleThree:Kickstartyourbrain.Creativityleadstoinnovativeideas.Jobsbelievesthatabroadsetofexperiencesexpandsourunderstand
13、ingofthehumanexperience.Abroaderunderstandingleadstobreakthroughsthatothersmayhavemissed.Breakthroughinnovationrequirescreativityandcreativityrequiresthatyouthinkdifferentlyaboutthewayyouthink.“Creativityisjustconnectingthings.”Theideafellfromatree,literally.SteveJobshadreturnedfromvisitingacommune-
14、likeplaceinOregonlocatedinanappleorchard.Appleco-founderandJobspal,SteveWozniak,pickedhimupfromtheairport.Onthedrivehome,Jobssimplysaid,“IcameupwithanameforourcompanyApple.”Wozniaksaidtheycouldhavetriedtocomeupwithmoretechnicalsoundingnamesbuttheirvisionwastomakecomputersapproachable.Applefitperfect
15、ly.DalaiLamaIndiaFourSeasonsMercedes-BenzCalligraphyApplesSteveJobscreatesnewideaspreciselybecausehehasspentalifetimeexploringnewandunrelatedthingsseekingoutdiverseexperiences.Jobshiredpeoplefromoutsidethecomputingprofession,hestudiedtheartofcalligraphyincollege,meditatedinanIndianashram,andevaluate
16、dTheFourSeasonshotelchainashedevelopedthecustomerservicemodelfortheAppleStores.Lookoutsideyourindustryforinspiration.“PartofwhatmadetheMacintoshgreatwasthatthepeopleworkingonitweremusicians,andpoets,andartists,andzoologists,andhistorianswhoalsohappenedtobethebestcomputerscientistsintheworld.”Princip
17、leFour:Selldreams,notproducts.Yourcustomersdontcareaboutyourproduct,yourcompanyoryourbrand.Theycareaboutthemselves,theirhopes,theirdreams,theirambitions.Helpthemfulfilltheirdreamsandyouwillthemover.“Thepeoplewhoarecrazyenoughtochangetheworldaretheoneswhodo.”AppleAdSteveJobsdoesntrelyonfocusgroups.If
18、hehad,theymayneverhaveenjoyediPods,iTunes,theiPhone,theiPad,orAppleStores.Jobsdoesnotneedfocusgroupsbecauseheunderstandshiscustomersreally,reallywell.Yes,sometimesbetterthantheyknowthemselves!WhenJobsreturnedtoApplein1997aftera12-yearabsence,Applefacedanuncertainfuture.Jobsclosedhispresentationthaty
19、earatMacworldinBostonwithanobservationthatsetthetoneforApplesresurgence:“IthinkyouhavetothinkdifferentlytobuyanApplecomputer.Alotoftimespeoplethinktheyrecrazy,butinthatcrazinessweseegenius.”WhenJobsreturnedtoApplein1997aftera12-yearabsence,Applefacedanuncertainfuture.Jobsclosedhispresentationthatyea
20、ratMacworldinBostonwithanobservationthatsetthetoneforApplesresurgence:“IthinkyouhavetothinkdifferentlytobuyanApplecomputer.Alotoftimespeoplethinktheyrecrazy,butinthatcrazinessweseegenius.”PrincipleFive:Saynoto1,000things.“Innovationcomesfromsayingnoto1,000thingstomakesurewedontgetonthewrongtrackortr
21、ytodotoomuch.”JonathanIve,Appledesignguru:“Weareabsolutelyconsumedbytryingtodevelopasolutionthatisverysimple,becauseasphysicalbeingsweunderstandclarity.”Yourcustomersdemandsimplicityandsimplicityrequiresthatyoueliminateanythingthatclutterstheuserexperience.SteveJobsreducedcomplexityintheSmartphoneca
22、tegorybyeliminatingthekeyboard.TheiPadissosimplea2-year-oldcanuseit.TheAppleWebsitefeaturesoneproduct.“Getridofthecrappystuffandfocusonthegoodstuff.”SteveJobsadvicetothenewNikeCEO,MarkParker.ThedesignersbehindthewildlypopularFlipvideocamerafoundinspirationinAppleproducts.Theirgoalanyoneshouldbeablet
23、oenjoyitoutoftheboxin30seconds.MickMountz,theCEOofKivaSystemsandaformerAppleemployee,saidhedesignedthesewarehouserobotsafteraskinghimself,“WhatwouldStevedo?”SimplicityistheeliminationofclutterforAppleandNobu.PrincipleSix:Createinsanelygreatexperiences.“Peopledontwanttojustbuypersonalcomputersanymore
24、.Theywanttoknowwhattheycandowiththem,andweregoingtoshowpeopleexactlythatJobshasmadetheAppleStorethegoldstandardincustomerservicebyintroducingsimpleinnovationsanybusinesscanadopttocreatedeeper,moreemotionalconnectionswiththeircustomers.Forexample,therearenocashiersinanApplestore.Thereareexperts,consu
25、ltants,evengeniuses,butnocashiers.ApplecreatedaninnovativeretailexperiencebystudyingacompanyknownforitscustomerexperienceTheFourSeasons.AppleStoreswouldattractshoppersnotbymovingboxes,butby“enrichinglives.”Thelessondontmove“product.”Enrichlivesinsteadandwatchyoursalessoar.12345Carminesexperiencebuyi
26、ngaMacBookproattheApplestorewaslikebeingsetuponadateandestablishingalife-longcommitmenttothebrand.ABTElectronicsinChicagoalsosoughtinspirationoutsideconventionalnorms.TheLobbylooksliketheatriumattheBellagiohotelinLasVegas,completewithdancingwaterfountain.ABTevenbuiltanaquariuminspiredbythegiantfisht
27、ankbehindthecheckindeskattheLasVegasMiragehotel.“Ifyoujustthinkaboutwhatmakescustomersandemployeeshappy,intodaysworldthatendsupbeinggoodforbusiness.”TonyHsieh,ZapposCEOPrincipleSeven:Masterthemessage.“Youbakedareallylovelycakebutthenyouusedforfrosting.”Youcanhavethemostinnovativeideaintheworld,butif
28、youcantgetpeopleexcitedaboutit,itdoesntmatter.SteveJobsisconsideredoneofthegreatestcorporatestorytellersintheworldbecausehispresentationsinform,educateandentertain.TherearenobulletpointsinaSteveJobspresentationTitleMostPowerPointslidesareaconfusing,convolutedmess.ThisisarealPowerPointslideusedbytheU
29、.Smilitary.Ifcommanderscanunderstandthis,theycanwinthewar.SteveJobsthinksvisuallyaboutpresentingideas,products,andinformation.Simplicity:TheEliminationofClutterInApplesdesignworld,simplicityistheeliminationofclutter.ThesameholdstrueforaSteveJobspresentation.PictureSuperiorityEffect(PSE)BIRD10%65%Ifi
30、nformationispresentedverbally,youraudiencewillremember10%oftheinformation.Attachapictureandretentiongoesupto65%.Textandimagesaresomuchmoreinterestingthanbulletpointsalone.DontletthebozosgetyoudownOnemorethingInnovationtakesconfidence,boldnessandthedisciplinetotuneoutnegativevoices.“Wedontneedyou.You
31、haventgottenthroughcollegeyet.”“Getyourfeetoffmydesk.Getoutofhere.Youstinkandwerenotgoingtobuyyourproduct.”“Yourproblemisthatyoustillbelievethewaytogrowistoservecaviarinaworldthatseemsprettycontentwithcheeseandcrackers.”“Theresnoreasonwhyanyonewouldwantacomputerintheirhome.”Imaginehowoneyoungmanwith
32、bigdreamsmusthavefeltwhenheheardthefollowing.Ofcourse,thesestatementswerealldirectedatonetimeoranothertoSteveJobs.“Donttheletnoiseofothersopinionsdrownoutyourowninnervoice.”“Dreambigger.”PerhapstheultimatelessonthatJobsteachesusisthatinnovationrequiresrisk-takingandrisktakingtakescourageandabitofcraziness.Seegeniusinyourcraziness.Believeinyourselfandyourvisionandbepreparedtoconstantlydefendthosebeliefs.Onlythenwillinnovationbeallowedtoflourishandonlythenwillyoubeabletoleadan“insanelygreat”life.