关于乔布斯发布会PPT.ppt 66页

'ThereareveryfewpeopleintheworldtodaymorecloselyassociatedwithinnovationthanAppleco-founder,SteveJobs.HeistheclassicAmericanentrepreneur—startinghiscompanyinthesparebedroomofhisparents’house,andpioneeringthefirstpersonalcomputerforeverydayuse. ThefamedNewYorkTimescolumnist,ThomasFriedman,wroteacolumninwhichhesaidAmericaneedsmorejobs—SteveJobs.HemeantthatinnovationandcreativitymustbenurturedandencouragedtohelptheU.Sandothercountriesemergefromtheglobalrecession.EveryonewantstolearnmoreaboutSteveJobs,yetveryfewjournalistshaveidentifiedtheprinciplesthatdriveSteveJobsandhissuccess.Untilnow,thatis. TheInnovationSecretsofSteveJobs(McGraw-Hill,October,2010)revealsthe7principlesthatarelargelyresponsibleforhisbreakthroughsuccess;principlesthathaveguidedSteveJobsforhisentirecareerand,moreimportant,principlesyoucanadopttodayto“thinkdifferently”aboutyourcompany,productorservice. SteveJobshassomethingtoteachyouaboutyourcareer,yourbusiness,andyourbrand.Hethinksdifferentlyabouteveryaspectofbusiness–fromproductdesigntomarketingtocommunications.Herearethe7principlesresponsibleforJobs’breakthroughsuccess. PrincipleOne:Dowhatyoulove.Passioniseverything.Innovation—whichsimplymeans—newwaysofdoingthingsthatimproveourlives---cannotflourishunlessyouaretrulyobsessedwithmakingsomethingbetter—beitaproduct,aservice,amethodoracareer. “Havethecouragetofollowyourheartandintuition.Theysomehowalreadyknowwhatyoutrulywanttobecome.” Jobshasfollowedhishearthisentirecareerandthatpassion,hesays,hasmadeallthedifference.It’sverydifficulttocomeupwithnew,creativeideasthatmovesocietyforwardifyouarenotpassionateaboutthesubject. In1972,SteveJobsdroppedoutofReedCollegeinPortlandafterjustonesemester. Hestayedanother18monthsto“dropin”tothoseclassesheenjoyed,likecalligraphy.Calligraphydidn’thaveanyobviouspracticalapplicationinhislifebutitwouldcomebacktoJobswhenhecreatedtheMac. TheMacintoshwastheworld’sfirstcomputerwithbeautifulfontsandtypography.IfSteveJobshadn’tfollowedhispassion,we’dstillbeenteringlinecommands. “Beingtherichestmaninthecemeterydoesn’tmattertome.Goingtobebedatnightsayingwe’vedonesomethingwonderful—that’swhatmatterstome.” “Passionwon’tprotectyouagainstsetbacks,butitwillensurethatnofailureiseverfinal.”–BillStrickland “Idon’tmindfailure.I’vealwaysthoughtthatschoolchildrenshouldbemarkedbythenumberoffailuresthey’vehad.”–JamesDyson Howtodofindyourpassion?Passionsarethoseideasthatdon’tleaveyoualone.Theyarethehopes,dreamsandpossibilitiesthatconsumeyourthoughts.Followthosepassionsdespiteskepticsandnaysayerswhodonothavethecouragetofollowtheirdreams. PrincipleTwo:Putadentintheuniverse.Thisspeakstovision.Innovationdoesn’ttakeplaceinavacuum.Youneedtoknowwhereyou’regoing,whattheultimatedestinationis,andyouneedtoinspireothers,evangelists. “We’regamblingonourvision,andwe’dratherdothatthanmake‘me-too’products.” SteveJobshasneverunderestimatedthepowerofvisiontomoveabrandforward.In1976,SteveWozniakwascaptivatedbyJobs’visionto“putacomputerinthehandsofeverydaypeople.” In1979,JobstookatouroftheXeroxresearchfacilityinPaloAlto,California.Therehesawanewtechnologythatletusersinteractwiththecomputerviacolorfulgraphicaliconsonthescreeninsteadofenteringcomplexlinecommands. Itwascalleda“graphicaluserinterface.”Inthatmoment,Jobsknewthatthistechnologywouldallowhimtofulfillhisvisionofputtingacomputerinthehandsofeverydaypeople.JobslatersaidthatXeroxcouldhave“dominated”thecomputerindustrybutinsteadits‘vision’waslimitedtobuildinganothercopier.Twopeoplecanseethesamethingbutperceiveitdifferentlybasedontheirvision. SteveJobssetoutwithavisiontochangetheworld.What’syourvisionforyourproduct,brand,andyourcareer? Passionfuelstherocket,butvisionpointstherockettoitsultimatedestination. PrincipleThree:Kickstartyourbrain.Creativityleadstoinnovativeideas.Jobsbelievesthatabroadsetofexperiencesexpandsourunderstandingofthehumanexperience.Abroaderunderstandingleadstobreakthroughsthatothersmayhavemissed.Breakthroughinnovationrequirescreativityandcreativityrequiresthatyouthinkdifferentlyabout…thewayyouthink. “Creativityisjustconnectingthings.” Theideafellfromatree,literally.SteveJobshadreturnedfromvisitingacommune-likeplaceinOregonlocatedinanappleorchard.Appleco-founderandJobs’pal,SteveWozniak,pickedhimupfromtheairport.Onthedrivehome,Jobssimplysaid,“Icameupwithanameforourcompany—Apple.”Wozniaksaidtheycouldhavetriedtocomeupwithmoretechnicalsoundingnamesbuttheirvisionwastomakecomputersapproachable.Applefitperfectly. DalaiLamaIndiaFourSeasonsMercedes-BenzCalligraphyApplesSteveJobscreatesnewideaspreciselybecausehehasspentalifetimeexploringnewandunrelatedthings—seekingoutdiverseexperiences.Jobshiredpeoplefromoutsidethecomputingprofession,hestudiedtheartofcalligraphyincollege,meditatedinanIndianashram,andevaluatedTheFourSeasonshotelchainashedevelopedthecustomerservicemodelfortheAppleStores.Lookoutsideyourindustryforinspiration. “PartofwhatmadetheMacintoshgreatwasthatthepeopleworkingonitweremusicians,andpoets,andartists,andzoologists,andhistorianswhoalsohappenedtobethebestcomputerscientistsintheworld.” PrincipleFour:Selldreams,notproducts.Yourcustomersdon’tcareaboutyourproduct,yourcompanyoryourbrand.Theycareaboutthemselves,theirhopes,theirdreams,theirambitions.Helpthemfulfilltheirdreamsandyouwillthemover. “Thepeoplewhoarecrazyenoughtochangetheworldaretheoneswhodo.”—AppleAd SteveJobsdoesn’trelyonfocusgroups.Ifhehad,theymayneverhaveenjoyediPods,iTunes,theiPhone,theiPad,orAppleStores.Jobsdoesnotneedfocusgroupsbecauseheunderstandshiscustomersreally,reallywell.Yes,sometimesbetterthantheyknowthemselves! WhenJobsreturnedtoApplein1997aftera12-yearabsence,Applefacedanuncertainfuture.JobsclosedhispresentationthatyearatMacworldinBostonwithanobservationthatsetthetoneforApple’sresurgence:“IthinkyouhavetothinkdifferentlytobuyanApplecomputer.Alotoftimespeoplethinkthey’recrazy,butinthatcrazinessweseegenius.” WhenJobsreturnedtoApplein1997aftera12-yearabsence,Applefacedanuncertainfuture.JobsclosedhispresentationthatyearatMacworldinBostonwithanobservationthatsetthetoneforApple’sresurgence:“IthinkyouhavetothinkdifferentlytobuyanApplecomputer.Alotoftimespeoplethinkthey’recrazy,butinthatcrazinessweseegenius.” PrincipleFive:Saynoto1,000things. “Innovationcomesfromsayingnoto1,000thingstomakesurewedon’tgetonthewrongtrackortrytodotoomuch.” JonathanIve,Appledesignguru:“Weareabsolutelyconsumedbytryingtodevelopasolutionthatisverysimple,becauseasphysicalbeingsweunderstandclarity.”Yourcustomersdemandsimplicityandsimplicityrequiresthatyoueliminateanythingthatclutterstheuserexperience. SteveJobsreducedcomplexityintheSmartphonecategorybyeliminatingthekeyboard. TheiPadissosimplea2-year-oldcanuseit. TheAppleWebsitefeaturesoneproduct. “Getridofthecrappystuffandfocusonthegoodstuff.”SteveJobs’advicetothenewNikeCEO,MarkParker. ThedesignersbehindthewildlypopularFlipvideocamerafoundinspirationinAppleproducts.Theirgoal—anyoneshouldbeabletoenjoyitoutoftheboxin30seconds. MickMountz,theCEOofKivaSystemsandaformerAppleemployee,saidhedesignedthesewarehouserobotsafteraskinghimself,“WhatwouldStevedo?” Simplicityistheeliminationofclutter—forAppleandNobu. PrincipleSix:Createinsanelygreatexperiences. “Peopledon’twanttojustbuypersonalcomputersanymore.Theywanttoknowwhattheycandowiththem,andwe’regoingtoshowpeopleexactlythat JobshasmadetheAppleStorethegoldstandardincustomerservicebyintroducingsimpleinnovationsanybusinesscanadopttocreatedeeper,moreemotionalconnectionswiththeircustomers.Forexample,therearenocashiersinanApplestore.Thereareexperts,consultants,evengeniuses,butnocashiers. Applecreatedaninnovativeretailexperiencebystudyingacompanyknownforitscustomerexperience—TheFourSeasons.AppleStoreswouldattractshoppersnotbymovingboxes,butby“enrichinglives.”Thelesson—don’tmove“product.”Enrichlivesinsteadandwatchyoursalessoar. 12345Carmine’sexperiencebuyingaMacBookproattheApplestorewaslikebeingsetuponadateandestablishingalife-longcommitmenttothebrand. ABTElectronicsinChicagoalsosoughtinspirationoutsideconventionalnorms.TheLobbylooksliketheatriumattheBellagiohotelinLasVegas,completewithdancingwaterfountain. ABTevenbuiltanaquariuminspiredbythegiantfishtankbehindthecheckindeskattheLasVegasMiragehotel. “Ifyoujustthinkaboutwhatmakescustomersandemployeeshappy,intoday’sworldthatendsupbeinggoodforbusiness.”–TonyHsieh,ZapposCEO PrincipleSeven:Masterthemessage. “Youbakedareallylovelycakebutthenyouusedforfrosting.” Youcanhavethemostinnovativeideaintheworld,butifyoucan’tgetpeopleexcitedaboutit,itdoesn’tmatter.SteveJobsisconsideredoneofthegreatestcorporatestorytellersintheworldbecausehispresentationsinform,educateandentertain. TherearenobulletpointsinaSteveJobspresentation TitleMostPowerPointslidesareaconfusing,convolutedmess. ThisisarealPowerPointslideusedbytheU.Smilitary.Ifcommanderscanunderstandthis,theycanwinthewar. SteveJobsthinksvisuallyaboutpresentingideas,products,andinformation. Simplicity:TheEliminationofClutterInApple’sdesignworld,simplicityistheeliminationofclutter.ThesameholdstrueforaSteveJobspresentation. PictureSuperiorityEffect(PSE) BIRD10%65%Ifinformationispresentedverbally,youraudiencewillremember10%oftheinformation.Attachapictureandretentiongoesupto65%. Textandimagesaresomuchmoreinterestingthanbulletpointsalone. Don’tletthebozosgetyoudownOnemorething… Innovationtakesconfidence,boldnessandthedisciplinetotuneoutnegativevoices. “Wedon’tneedyou.Youhaven’tgottenthroughcollegeyet.”“Getyourfeetoffmydesk.Getoutofhere.Youstinkandwe’renotgoingtobuyyourproduct.”“Yourproblemisthatyoustillbelievethewaytogrowistoservecaviarinaworldthatseemsprettycontentwithcheeseandcrackers.”“There’snoreasonwhyanyonewouldwantacomputerintheirhome.”Imaginehowoneyoungmanwithbigdreamsmusthavefeltwhenheheardthefollowing. Ofcourse,thesestatementswerealldirectedatonetimeoranothertoSteveJobs. “Don’ttheletnoiseofothers’opinionsdrownoutyourowninnervoice.” “Dreambigger.”PerhapstheultimatelessonthatJobsteachesusisthatinnovationrequiresrisk-takingandrisktakingtakescourageandabitofcraziness.Seegeniusinyourcraziness.Believeinyourselfandyourvisionandbepreparedtoconstantlydefendthosebeliefs.Onlythenwillinnovationbeallowedtoflourishandonlythenwillyoubeabletoleadan“insanelygreat”life. '