His on-stage persona as a Zen-like mystic notwithstanding, Mr Jobs was an autocratic manager with a fierce temper. But his egomania was largely justified. He eschewed market researchers and focus groups, preferring to trust his own instincts when evaluating potential new products. “A lot of times, people don’t know what they want until you show it to them,” he said. His judgment proved uncannily accurate: by the end of his career the hits far outweighed the misses. Mr Jobs was said by an engineer in the early years of Apple to emit a “reality distortion field”, such were his powers of persuasion. But in the end he changed reality, channelling the magic of computing into products that reshaped music, telecoms and media. The man who said in his youth that he wanted to “put a ding in the universe” did just that.
到目前为止,世界上还没有哪个计算机行业或者其他任何行业的领袖能够像乔布斯那样举办出一场万众瞩目的盛会。在每次苹果推出新产品之时,乔布斯总是会独自站在黑色的舞台上,向充满敬仰之情的观众展示出又一款“充满魔力”而又“不可思议”的创新电子产品来,他的发布方式充满了表演的天赋。计算机所做的无非是计算,但是经过他的解释和展示,高速的计算就“仿佛拥有了无限的魔力”。乔布斯终其一生都在将他的魔力包装到了设计精美、使用简便的产品当中去。
乔布斯早在20世纪70年代便已经看到了向普通大众出售计算机这块业务的潜力。在当年世界还在使用绿黑相间的屏幕、5寸软盘的时代,让电脑成为家家户户必备的设备似乎还是一个遥不可及的梦想。但是乔布斯是少数几位具有远见卓识的先驱之一。而更为重要的是,乔布斯拥有一个不寻常的本领,即他不仅会从工程开发人员的角度从内审视电脑,同时他还会从用户的角度来从外界观察人们对电脑的需求——他将这一本领归功于他自己任性的青年时代。
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