1、Chapter 8 The Decade of SteveHow apples imperious, brilliant CEO transformed American business. Objectives1-To understand/remember/summarize Jobs major achievement 2-To describe Jobs characters and relevant events illustrating them3-To understand the skills of describing a person (deeds and quotes)

2、4-To be familiar with the new words and their usage5-To be able to translate some parts of the text6-To think about any of your favorite Chinese entrepreneurs and describe the personContentsPre-reading Questions1Word Pre-test2Text Analysis/Topic Discussion3Reading Exercises4Assignments5Pre-reading Q

3、uestionsSo perseverant in his goals; Experiencing and overcoming so many difficulties and frustrations; Dominating in as many as four distinct industries; Running Apple so well-creatively, competitively, and profitably; Miraculously returning from his fatal diseases.1. What makes the story of Steve

4、Jobs so incredible and remarkable?Pre-reading QuestionsMusic, movies, mobile telephones as well as computing.2. What are the four markets that Steve Jobs reorganized and dominated?Pre-reading QuestionsPredilections unique to him.Distinctive design taste and elegant retail stores.Outside-the box appr

5、oach to advertisingA showman, born salesman, and a magician.Legitimate worldwide celebrityAlways making products customers want to buy.Visionary but grounded in reality.Motivated not by money, but by a visceral ardor for Apple.o 3. Why is he regarded as the rare businessman?Pre-reading QuestionsIncr

6、easing corporate worth from $5 billion in 2000 to $170 billion now.Moving from cash drain and near bankruptcy to $34 billion in cash and market securities.275 retail stores in 9 countries with 73% share of US MP3 player market, and undisputed leadership in mobile phone innovation.His personal net wo

7、rth about $5 billion.o 4. What astounding achievements has Steve Jobs made up to date?Pre-reading QuestionsIt created the first Macintosh (iMac), a breakthrough all-in-one computer and monitor. With drastic cost cutting and lucrative sales, it greatly improved the Apples balance sheet and financiall

8、y got Apple well prepared for big investments and business leap.o 5. What was the first important success of Steves team?Pre-reading QuestionsBecause he didnt like people to second-guess the intention of his return (as making money) and wanted to take high moral ground so that he could easy and grac

9、eful decisions.o 6. Why did Steve object to Ellison buy out Apple in 1997?Pre-reading QuestionsBecause through the building of retail stores, Steve could establish direct contact with customers, get to know what they really want, and fill the stores with all those products.But some people at the tim

10、e, even members of the board had great doubts about establishing retail stores. They are extremely nervous that the stores might become a risky cash drain.o 7. Why did Steve build Apple-owned retail stores and some have doubts?Pre-reading Questions1）Micro-management:Consciousness/ dedication/ concen

11、trationHe tries to know everything about Apple. He is involved in so many details that people can hardly believe. He is so detailed that he might tell an ad writer that the third word in the fourth paragraph wasnt right.2） Big-picture vision:Acumen for market changeHe recognized gorgeous design as d

12、ifferentiator for Apple.Creative, innovative and visionary in product developmentClients responded “Give me the next Steve Jobs”Knack for taking opportunities at the right momentHe made iTunes compatible with Windows and expanded Apple market to all PCs.He developed Apples own digital-music sales st

13、ores.o 8. What are the outstanding qualities reflected from Jobs integration of micromanagement with big-picture vision?Pre-reading QuestionsCarefully consider what he and Apple say and dont say to the public.Rehearse time and again before speaking publicly.Authorize only a small number of executive

14、s to speak publicly.He is careful to avoid overexposure.Nobody is supposed to speak without the permission of Apples media relations team reporting directly Steve Jobs.o 9. How did Steve Jobs master the message?Pre-reading QuestionsHe remained silent initially but later in the report to SEC he admit

15、ted and apologized for the change of option grant dates for employee benefits. He said it was totally inappropriate for Apple to do.o 10. How did Steve Jobs handle Apples stock options backdating scandal?Pre-reading QuestionsHe thanked Tim Cook (Apples chief operating officer) for excellent running

16、of the company during his absence.He also thanked a twentysomething who died in a car crash for donating his liver.o 11. Whom did Steve Jobs thank and why when he returned?Pre-reading QuestionsThough some are worried about its future due to Steves health problem, most are confident about its future

17、because:1）He is a fabulous brand and irreplaceable person.He has educated and influenced Apple employees well enough to think and behave like him.2）His influence has gone beyond Apple and become a hero for the IT industry.3）His pursuit for secrecy and surprise and proven brilliance will ensure great

18、er successes for Apple in the future.o 12. How do people feel about the future of Apple?Words and phrase Pre-test1.被公司踢出 -12. 請假請假6個月個月-43.滔滔不絕地談 -94.天生的推銷員天生的推銷員-105.立足于現實立足于現實-126.簡直就是令人震驚簡直就是令人震驚-137.市場份額急劇回落市場份額急劇回落-148.無可爭議的創新地位無可爭議的創新地位-159.形成喬布斯智庫的核心形成喬布斯智庫的核心-19 10.提供了充裕的資金墊襯提供了充裕的資金墊襯-2011.

19、改善資產負債表改善資產負債表-2012. 世界進入經濟衰退世界進入經濟衰退-2213. 迅速意識到這些事件的重要性迅速意識到這些事件的重要性-2314. 知情人士知情人士-24Word and phrase Pre-test15.遠見-3016. 善于在適當的時候出擊善于在適當的時候出擊-3217.讓媒體陷入瘋狂的猜想-36 18.無人匹敵的公司無人匹敵的公司-4119.成功回到公眾視野中成功回到公眾視野中-4220.帶領人員列隊歡迎喬布斯帶領人員列隊歡迎喬布斯-4321.令人滿意地替代喬布斯令人滿意地替代喬布斯-44長句翻譯1-P1這是一段扣人心弦的創業故事:年輕的喬布斯作為蘋果的創始人,于

20、80年代被趕出蘋果,于90年代回歸,在隨后的10年中兩次與死神擦肩而過,并違反證券法的丑聞,但是他領導蘋果開發的一系列產品一直到今天還很暢銷,他經常作出的一些令人不愉快的行為成為四個不同行業的主流個性,多次榮登億萬富豪榜,擔 任硅谷最具價值公司的CEO。Hows this for a gripping corporate story line: Youthful founder gets booted from his company in the 1980s, returns in the 1990s, and in the following decade survives two bru

21、shes with death, one securities-law scandal, an also-ran product lineup, and his own often unpleasant demeanor to become the dominant personality in four distinct industries, a billionaire many times over, and CEO of the most valuable company in Silicon Valley. 長句翻譯2-P4After a six-month leave of abs

22、ence in the early part of this year, during which he received a liver transplant, he is once again commanding a 34,000-strong corporate army that is as powerful, awe-inspiring, creative, secretive, bullying, arrogant - and yes, profitable - as at any time since he and his chum Steve Wozniak founded

23、Apple in 1976.經過上半年長達6個月的病休之后,他又精神抖擻地出現在3.4萬蘋果員工的面前。他在病休的期間接受了肝臟移植手術。然而他現在再次能夠指揮蘋果這家擁有3.4萬名員工的龐大公司,并保持蘋果的創造力、保密能力、傲慢的態度,以及盈利能力,就像他與史蒂夫沃茲尼亞克(Steve Wozniak)1976年共同創立蘋果以后的任何時刻一樣。長句翻譯 3-P5Superlatives have attached themselves to Jobs since he was a young man. Now that hes 54, merely listing his achievem

24、ents is sufficient explanation of why hes Fortunes CEO of the Decade (though the superlatives continue). In the past 10 years alone he has radically and lucratively reordered three markets - music, movies, and mobile telephones - and his impact on his original industry, computing, has only grown.在喬布

25、斯年輕的時候,他的身邊就聚集了一大批富有才干的追隨者.現在喬布斯已經到了54歲,僅僅是簡單地列出他的輝煌成就就足以解釋他為什么能夠當選財富雜志的“十年CEO”。僅在過去的十年里,他就從根本上改變了音樂、電影和手機等三大市場的格局，盈利豐厚。而他對最初起家的計算機行業的影響力也是有增無減。長句翻譯 4-P7盡管這些企業家改變了行業發展方向,但這些行業此前都沒有任何一家公司處于統治地位。而喬布斯涉足的行業則不同,在他進軍這些行業之初,行業內部就存在一些大公司。In all instances, and many more like them, these entrepreneurs turned

26、captains of industry defined a single market that had previously not been dominated by anyone. The industries that Jobs has turned topsy-turvy already existed when he focused on them.長句翻譯 5 Para-11不過,看看喬布斯在與撰稿人、行業設計師、音樂家打交道時的方式, 雖然他的著裝不太正統和講究, 但是別搞錯了,喬布斯實際上是一名商業家。他或許并不關注消費者研究,但是他會非常勤奮地工作以生產出客戶愿意購買的產

27、品.Yet for all his hanging out with copywriters and industrial designers and musicians - and despite his anticorporate attire - make no mistake: Jobs is all about business. He may not pay attention to customer research, but he works slavishly to make products customers will buy. 長句翻譯 6 Para-12喬布斯充滿遠見

28、, 但他同時也是腳踏實地的,密切關注蘋果在不同領域的運營情況和各類市場指標。他的好友、甲骨文首席執行官拉里埃利森說, 喬布斯并不是受金錢利益推動的人。他的一切行為更多是出于對蘋果的熱愛,通過蘋果這個媒介,他既是冷酷的裁決者,又是改變世界的執行者。Hes a visionary, but hes grounded in reality too, closely monitoring Apples various operational and market metrics. He isnt motivated by money, says friend Larry Ellison, CEO of

29、 Oracle. Rather, Jobs is understandably driven by a visceral ardor for Apple, his first love (to which he returned after being spurned - proof that you can go home again) and the vehicle through which he can be both an arbiter of cool and a force for changing the world.長句翻譯 7 Para-14當時蘋果在個人電腦市場的份額曾一

30、度暴跌,而現金流危機甚至導致蘋果面臨破產的風險。 現在蘋果手中的現金和可出售證券的總價值達到340億美元,超過了競爭對手戴爾的總市值。 麥金塔電腦在今天美國個人電腦市場上的份額達到了9,而且還在繼續增長。Its market share in personal computers was plummeting back then, and the cash drain was so severe that bankruptcy was a possibility. Now Apple has $34 billion in cash and marketable securities, surp

31、assing the total market cap of rival Dell. Macintoshes make up 9% of the PC market in the U.S. today, but that share is increasingly beside the point. 長句翻譯 8 Para-17隨著喬布斯回歸蘋果,他未來也面臨一系列挑戰。喬布斯以往是一個挑戰者,他是否也能扮演好一個行業巨人的角色？他將如何應對智能手機領域的競爭,以及個人電腦行業重要性的下降？他是否能引導蘋果在“后喬布斯”時代繼續發展？他在未來10年中是否能像過去10年一樣成為主導者？With

32、Jobs back at the helm of his company, plenty of challenges lie ahead. Will the Goliath role suit him nearly as well as playing David clearly has? How will he respond to the competition he has awakened, particularly in smartphones, even as the personal computer fades in relative importance? Has he fa

33、shioned an organization that can succeed him? Can he possibly be as dominant in the decade to come as the one that is ending?長句翻譯 9 Para-18喬布斯的十年實際上始于1997年,當時的喬布斯在離開了公司12年之后剛剛回歸。那是蘋果必須做出抉擇的一年,蘋果得到了微軟的大筆投資,同時將產品線削減到只剩四款電腦。The decade of Steve actually began in 1997, when he returned to Apple after hav

34、ing been ousted a dozen years earlier. That was a year of triage, of a humbling investment from Microsoft, of paring Apples product line to a bare minimum of four computers. 長句翻譯 10 Para-21在一切看起來都還正處于最黑暗的時候,喬布斯就開始為蘋果日后的飛躍式發展打基礎。蘋果在2000年9月份發布的財報未能達到預期目標,股價在隨后的幾個月里持續下跌,一直跌到相當于如今的7美元的水平上。 然而喬布斯到彼時為止已經為

35、蘋果東山再起埋下了契機。Jobs laid the foundation for Apples leap from stable to stratospheric when things looked darkest. In 2000, Apple missed its financial targets in a September earnings announcement, sending its stock price plummeting in subsequent months to the equivalent of $7 in todays prices. Yet Jobs b

36、y this time had set in motion the key elements of Apples rejuvenation. 長句翻譯 11 Para-24當蘋果的股價一蹶不振的時候,市場不時會傳出蘋果即將被收購的傳聞。鮮為人知的是,喬布斯當時確實慎重考慮過在收購集團銀湖的幫助下將蘋果私有化的方案。 收購蘋果可能會成為整個世紀最大的交易,但是據知情人士稱,喬布斯最終放棄了那個想法。As the companys stock languished, takeover rumors appeared from time to time. What was never reporte

37、d was that Jobs seriously contemplated taking the company private with the help of newly formed buyout group Silver Lake Partners. An Apple buyout would have been the deal of the century, but according to people familiar with the talks, Jobs ultimately shut them down.長句翻譯 12 Para-29喬布斯將徹底了解蘋果當作自己的任務

38、。曾經與蘋果斷斷續續地合作了幾年的前Chiat/Day創意總監Ken Segall說:“喬布斯參與了許多非常細致的工作,細致到你是絕對不會認為公司的首席執行官居然會去參與。” Segall說,每當蘋果將要推出新產品之前,喬布斯都會發起了著名的“換個思路”活動。他甚至將這個活動推廣到了廣告團隊。 Jobs made it his business to know everything about Apple. Hes involved in details you wouldnt think a CEO would be involved in, says Ken Segall, a forme

39、r Chiat/Day creative director who has worked with Apple on and off for years. Jobs commissioned the iconic Think different campaign, says Segall, well before any of Apples new products were introduced - or even described to the ad team. 長句翻譯 13 Para-30同時兼顧細節管理和大局觀是喬布斯的特色標志.在剛剛回到蘋果的時候,他便意識到產品的精美設計是蘋果

40、區別于當時由戴爾、微軟和英特爾等廠商引領的計算機行業的因素之一。The rare pairing of micromanagement with big-picture vision is a Jobs hallmark. Early in his return to Apple, he recognized that gorgeous design was a differentiator for Apple in a computer industry gripped by the successful blandness of Dell, Microsoft, and Intel. 長句

41、翻譯 14 Para-34“喬布斯重返蘋果的時候,他已經是孤注一擲了。只是他很聰明,知道該怎么做。他做得很辛苦,但是再怎么辛苦也比不上最近幾十年以來唱片公司的任何一位律師在藝人合同中進行的談判那么艱難.”By the time Steve Jobs came around, he was the last resort. He was merely smart enough to know it. He played tough, but not any tougher than any lawyer for a major label who had negotiated an artist

42、 contract in recent decades.長句翻譯 15 Para-38在喬布斯的管理下,在沒有得到公司媒體關系部同意的情況下,誰都無權公開發表意見。據說媒體關系部是直接由喬布斯負責的。在撰寫本文之前,記者曾想給喬布斯作個專訪,但是蘋果拒絕了。這種情況對某些蘋果圈內人士獨家作有關喬布斯的發言非常有利，但是對其他媒體人來講卻是求訪無門。Nobody in Jobs sphere speaks without the permission of the companys media relations team, which reports directly to Jobs. App

43、le declined to make Jobs available for an interview for this article. It did bless the participation of some people in Apples orbit to speak about him, while nixing requests for others.長句翻譯 16 Para-40對于那起將蘋果前首席財務官和法律顧問都牽連進去的股票期權倒填日期丑聞,喬布斯一開始保持沉默態度。在最后提交給證券交易委員會的文件中,蘋果承認喬布斯在這件事上是知情的。為此,喬布斯公開發表了道歉,并且聲稱這個小插曲絕非蘋果的本性。Jobs was