《名人傳記》之喬布斯遺失的訪談46:創(chuàng)意與產(chǎn)品間的鴻溝

You know... one of the things that really hurt Apple was after I left,

我離開(kāi)蘋(píng)果以后，發(fā)生了一件幾乎毀掉蘋(píng)果的事

John Sculley got a very serious "disease", and that "disease",

John Sculley有個(gè)嚴(yán)重的"毛病"

I have seen other people get it too,

我在其他人身上也見(jiàn)到過(guò)

it's the "disease" of thinking that a really great idea is 90% of the work, and if you just tell all these other people,

那就盲目樂(lè)觀，以為光憑創(chuàng)意就能取得成功

"here is this great idea!", then of course they can go off and make it happen.

他覺(jué)得只要想到絕妙的主意，公司就一定可以實(shí)現(xiàn)

And the problem with that is that there is just tremendous amount of craftsmanship in between a great idea and a great product.

問(wèn)題在于優(yōu)秀的創(chuàng)意與產(chǎn)品之間隔著巨大的鴻溝

And as you evolve the great idea, it changes and grows, it never comes out like it starts.

實(shí)現(xiàn)創(chuàng)意的過(guò)程中，想法會(huì)發(fā)生變化甚至變得面目全非

Because you learn a lot more, you get into the subtleties,

因?yàn)槟銜?huì)發(fā)現(xiàn)新東西，思考也更深入

you also find ... There's tremendous trade-offs that you have to make,

你不得不一次次權(quán)衡利弊，做出讓步和調(diào)整

I mean you know there are just certain things you can't make electrons do,

總有些問(wèn)題是電子設(shè)備解決不了的

there are certain things you can't make plastic do, or glass do, and... or factories do, robots do, and you get into all these things,

是塑料、玻璃材料無(wú)法實(shí)現(xiàn)的，或者是工廠和機(jī)器人做不到的

designing a product is keeping 5000 things in your brain.

設(shè)計(jì)一款產(chǎn)品，你得把五千多個(gè)問(wèn)題裝進(jìn)腦子里

These concepts, and fitting them all together in... and kind of continuing to push and fit them together and in new and in different ways to get what you want.

必須仔細(xì)梳理，嘗試各種組合，才能獲得想要的結(jié)果

And everyday you discover something new that is new problem or new opportunity to fit these things together a little differently.

每天都會(huì)發(fā)現(xiàn)新問(wèn)題，也會(huì)產(chǎn)生新靈感

It's that process that is the magic.

這個(gè)過(guò)程很重要。