乔布斯传(MP3+中英字幕) 第484期:苹果样板店(6)

 Jobs liked to tell the story -- and he did so to his team that day 乔布斯喜欢向人们讲述故事--那天，他对团队也讲了这些故事，

about how everything that he had done correctly had required a moment when he hit the rewind button. 他所做的每件漂亮事都曾有过返工的时候。

In each case he had to rework something that he discovered was not perfect. 当他觉得不够完美时，就会重来。

He talked about doing it on Toy Story, when the character of Woody had evolved into being a jerk¹, 他讲到了在制作《玩具总动员》的时候，胡迪这个角色原本是一个令人讨厌的家伙；

and on a couple of occasions with the original Macintosh. 还有麦金塔的制造过程中也出现过一些问题。

"If something isn't right, you can't just ignore it and say you'll fix it later," he said. "That's what other companies do." 他说：“如果你发现有些事做得不对，你不能只是忽略它，然后说‘以后再处理’，这是其他公司的做法。”

When the revised prototype² was finally completed in January 2001, Jobs allowed the board to see it for the first time. 苹果样板店终于在2001年1月完成了改装工作，乔布斯首次请董事会前往参观。

He explained the theories behind the design by sketching³ on a whiteboard; 他先是在白板上向大家讲述了他的设计理念，

then he loaded board members into a van for the two-mile trip. 然后带大家乘面包车前往两英里外的样板店。

When they saw what Jobs and Johnson had built, they unanimously⁴ approved going ahead. 在了解了乔布斯和约翰逊建好的商店之后，大家一致批准让项目继续进行。

It would, the board agreed, take the relationship between retailing⁶ and brand image to a new level. 董事会认为，看到苹果零售店将把零售和品牌之间的关系提升到一个新的高度。

It would also ensure that consumers did not see Apple computers as merely a commodity⁷ product like Dell or Compaq. 同时也能确保消费者不会把苹果电脑看成戴尔或康柏那样的大众化商品。

Most outside experts disagreed. 但大多数外界专家都不看好。

"Maybe it's time Steve Jobs stopped thinking quite so differently," “也许这次乔布斯不再‘非同凡想’了，”

Business Week wrote in a story headlined "Sorry Steve, Here's Why Apple Stores Won't Work." 《商业周刊》发表了一篇题为“抱歉，史蒂夫，这就是苹果零售店无法成功的原因”的文章。

Apple's former chief financial officer, Joseph Graziano, was quoted as saying, 苹果的前首席财务官约瑟夫·格拉齐亚诺的话也被引用到文章中：

"Apple's problem is it still believes the way to grow is serving caviar in a world that seems pretty content with cheese and crackers⁸." “苹果公司的问题就在于，他们仍然认为成长的秘诀是--当这个世界已经格外满定于奶酪和脆饼时，他们应该去卖鱼子酱。”

And the retail⁵ consultant⁹ David Goldstein declared, 零售顾问戴维·格斯丁也断言道：

"I give them two years before they're turning out the lights on a very painful and expensive mistake." “不出两年他们就会闭门歇业，并为这个错误付出痛苦而沉重的代价。”

 

1 jerk   

n.（口语）笨蛋，性情古怪的人，急拉，肌肉抽搐；v.痉挛，急拉，急推，急动

参考例句：

• Just keep that jerk off me.让那个笨蛋离开我。
• The knife was stuck but she pulled it out with a jerk.那把刀子被卡住了，她猛地一拔，把它拔了出来。

2 prototype   

n.原型，典型，范例

参考例句：

• This is the prototype for future school buildings.这是未来的学校建筑的蓝本。
• He was the prototype of the elder statesman.他是老一辈政治家的典型。

3 sketching   

n.草图

参考例句：

• They are sketching out proposals for a new road. 他们正在草拟修建新路的计划。 来自《简明英汉词典》
• "Imagination is busy sketching rose-tinted pictures of joy. “飞舞驰骋的想象描绘出一幅幅玫瑰色欢乐的场景。 来自英汉文学 - 汤姆历险

4 unanimously   

ad.一致同意地

参考例句：

• Three judges unanimously upheld the sentence. 三名法官一致维持这个判决。
• Following discussion, the annual report was accepted unanimously. 经过讨论，年度报告获一致通过。

5 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

6 retailing   

n.零售业v.零售(retail的现在分词)

参考例句：

• career opportunities in retailing 零售业的职业机会
• He is fond of retailing the news. 他喜欢传播消息。 来自《简明英汉词典》

7 commodity   

n.日用品，商品，物品

参考例句：

• The authorities took measures to roll commodity price back.当局采取措施使物价全面回降。
• Commodity prices remain stable and there are plenty of goods on the market.商品价格稳定，市场货源充足。

8 crackers   

adj.精神错乱的，癫狂的n.爆竹( cracker的名词复数 )；薄脆饼干；（认为）十分愉快的事；迷人的姑娘

参考例句：

• That noise is driving me crackers. 那噪声闹得我简直要疯了。
• We served some crackers and cheese as an appetiser. 我们上了些饼干和奶酪作为开胃品。 来自《简明英汉词典》

9 consultant   

n.顾问；会诊医师，专科医生

参考例句：

• He is a consultant on law affairs to the mayor.他是市长的一个法律顾问。
• Originally,Gar had agreed to come up as a consultant.原来，加尔只答应来充当我们的顾问。