Libor Kubín Mumuenzaniso unotevera kubva mubhuku Rwendo rwaSteve Jobs naJay Elliot, iwe uchadzidza basa rekushambadzira rakaitwa muApple.
1. KUBHUKURA MUKOWO
branding
Steve Jobs naSteve Wozniak vakatanga Apple mutsika huru yeSilicon Valley inonzi nevatangi veHP Bill Hewlett naDave Packard, tsika yevarume vaviri mugaraji.
Chikamu chenhoroondo yeSilicon Valley ndechekuti rimwe zuva panguva iyoyo yekutanga garaji, Steve Jobs akaona kushambadzira kweIntel nemifananidzo yezvinhu izvo munhu wese aikwanisa kuenderana nazvo, zvinhu zvakaita semahamburger nemachipisi. Kusavapo kwemazwi ehunyanzvi nezviratidzo zvaishamisa. Steve akashamiswa nemaitiro aya zvekuti akafunga kutsvaga kuti munyori wechishambadzo uyu aive ani. Aida kuti wizard iyi igadzire chishamiso chimwe chete cheApple brand nekuti "yakanga ichiri kubhururuka zvakanaka pasi pe radar."
Steve akachaira Intel achibva abvunza kuti ndiani aitarisira kushambadza kwavo nehukama hwevatengi. Akaona kuti mastermind kumashure kwechiziviso aive murume anonzi Regis McKenna. Akafonera secretary waMcKenna kuti aonane naye, asi zvakarambwa. Zvisinei haana kurega kufona kanokwana kana pazuva. Secretary akazokumbira shefu vake kuti vabvume kuti vaende kumusangano, achibva asiyana naSteve.
Steve naWoz vakaoneka kuhofisi yaMcKenna kuti vape hurukuro yavo. McKenna akavanzwa zvine ruremekedzo uye akavaudza kuti aisafarira. Steve haana kupfakanyika. Akaramba achiudza McKenna kuti Apple yaizove yakakura sei-inch yese yakanaka seIntel. McKenna aive neruremekedzo zvekutadza kubvuma kudzingwa basa, saka kushingirira kwaSteve kwakazobhadhara. McKenna akatora Apple semutengi wake.
Inyaya yakanaka. Kunyange zvazvo richitaurwa mumabhuku akawanda, hazvina kuitika chaizvoizvo.
Regis anoti akatanga kushanda panguva iyo tech ads yakaburitsa ruzivo rwehunyanzvi hwezvigadzirwa. Paakawana Intel semutengi, akakwanisa kuwana mvumo yavo kuti vaburitse kushambadzira kwaizove "kwemavara uye kunakidza". Yakanga iri rombo rakanaka kuhaya "mukuru wekugadzira kubva kuindasitiri yevatengi asingakwanise kutaura mutsauko uripo pakati pemicrochips nembatatisi machipisi" uye nekudaro kugadzira ads anokwezva maziso. Asi zvaisave nyore nguva dzose kuti Regis atendese vatengi kuti vavabvumire. "Zvakatora kuomarara kwakawanda kubva kuna Andy Grove nevamwe kuIntel."
Ndiwo mhando yekugadzira yaitsvagwa naSteve Jobs. Pamusangano wekutanga, Woz airatidza Regis kanotepadhi sehwaro hwekushambadza. Vakanga vakazara nemutauro wehunyanzvi uye Woz "akange asingade kuti munhu anyore". Regis akati haakwanise kuvashandira.
Panguva ino, Steve akajairwa - aiziva zvaaida uye haana kukanda mapfumo pasi. Mushure mekuramba kwekutanga, akafona ndokuronga imwe meeting, panguva iyi asina kuudza Woz nezvazvo. Pamusangano wavo wechipiri pamwechete, Regis aive nemafungiro akasiyana aSteve. Kubva ipapo, akataura nezvake kakawanda mumakore apfuura: “Ndakagara ndichitaura kuti vaoni vechokwadi vandakasangana navo muSilicon Valley ndiBob Noyce (weIntel) naSteve Jobs. Mabasa anorumbidza zvikuru Woz sehunyanzvi hwehunyanzvi, asi aive Mabasa akawana chivimbo chevanoisa mari, achigadzira chiono cheApple, uye akatungamira kambani kuzadzikiswa.
Steve akatora musangano wechipiri chibvumirano neRegis kuti agamuchire Apple semutengi. "Steve aive uye achiri kushingirira kana zvasvika pakuwana chimwe chinhu. Dzimwe nguva zvaindiomera kusiya musangano naye,” anodaro Regis.
(Padivi pechinyorwa: Kuti agadzirise mari yeApple, Regis akakurudzira kuti Steve ataure neve capitalist Don Valentine, zvino muvambi uye mubatsiri kuSequoia Capital. vaya vakapanduka kubva kurudzi rwevanhu?'" Zvisinei, Steve akamutendisawo. Kunyange zvazvo Valentine akanga asingadi kuisa mari mu "vakapanduka", akavapfuudza kuna Mike Markkul, uyo akabatsira kutanga Apple nemari yake, zvichiita kuti aenzane. shamwari yevaviri Steves. Via investor banker Arthur Rock akavapawo mari yekutanga yekambani, uye sezvatinoziva, akazoshanda semukuru wayo.)
Sekuona kwangu, chiitiko chaSteve kutsvaga Regis uye nekumukurudzira kuti atore Apple semutengi ane chimwe chinhu chakakosha. Inyaya yekuti Steve, achiri mudiki uye ane ruzivo rwakanyanya panguva iyoyo kupfuura iwe, muverengi, pamwe uri, neimwe nzira wakanzwisisa kukosha kwekukosha kwechiratidzo, kuvaka brand. Kukura, Steve akange asina koreji kana dhigirii rebhizinesi uye asina maneja kana mukuru mubhizinesi rekudzidza kubva. Asi neimwe nzira akanzwisisa kubva pakutanga kuti Apple yaigona chete kuwana budiriro huru kana yakazozivikanwa sechiratidzo.
Vanhu vakawanda vandakasangana navo havasati vanzwisisa iyi nheyo inokosha.
Steve uye hunyanzvi hwekumaka
Kusarudza sangano rekushambadzira kuti rishande naRegis kuratidza Apple sechiratidzo, zita raizove zita remhuri, raisava basa rakaoma. Chiat/Day yanga iripo kubvira 1968 uye yakagadzira zvimwe zvekugadzira zvekushambadzira zvakangoonekwa nemunhu wese. Mutori wenhau Christy Marshall akaratidzira sangano racho nenzira yakafanira naaya mashoko: “Nzvimbo iyo kubudirira kunobereka kuzvikudza, uko mbavarira inoganhurirwa nokunyanyisa uye uko kusimba kunoratidzika kuva kunonyumwira sokunge tsinga. Iri zvakare bhonzo riri mumutsipa weMadison Avenue, richiseka kugadzirwa kwayo, kazhinji kushambadza kushambadzira sekusina basa uye kusashanda - uyezve kukopa." (Iyo sangano rakagadzira Apple's "1984" ad yaive zvakare Chiat/Day, uye mazwi emutori venhau anoratidza chikonzero nei Steve. akamusarudza.)
Kune ani nani anongoda kushambadza kwakangwara, uye ane ushingi hwekutora nzira yakavhurika, mazwi emutapi wenhau irondedzero isingawanzo asi inonakidza yezvekutsvaga.
Murume akagadzira "1984", nyanzvi yekushambadzira Lee Clow (iye zvino ari mukuru wepasi rose advertising conglomerate TBWA), ane maonero ake ekurera nekutsigira vanhu vanogadzira. Anoti ivo "50 muzana ego uye 50 muzana kusachengeteka. Vanofanira kuudzwa nguva dzose kuti vakanaka uye vanodiwa”.
Kana Steve angowana munhu kana kambani inosangana nezvaanoda chaizvo, anobva avimbika kwavari. Lee Clow anotsanangura kuti zvakajairika kuti makambani makuru angoerekana achinja masangano ekushambadzira, kunyangwe mushure memakore emushandirapamwe wakabudirira zvikuru. Asi Steve anoti mamiriro akange akasiyana paApple. Yaiva “nyaya yomunhu oga kubva pakutanga”. Mafungiro aApple agara ari ekuti: “Kana tikabudirira, iwe unobudirira… Kana tikaita zvakanaka, unoita zvakanaka. Mucharasa profit chete kana tikashaya mari.''
Maitiro aSteve Jobs kune vagadziri uye zvikwata zvekugadzira, sekutsanangura kwaClow, yaive yekuvimbika kubva pakutanga uyezve kwemakore. Clow anodana kuvimbika uku "nzira yekuremekedzwa nekuda kwemazano ako uye mupiro."
Steve akaratidza pfungwa yake yekuvimbika yakatsanangurwa naClow maererano neChiat/Day firm. Paakasiya Apple kuti awane NEXT, manejimendi eApple akakurumidza kuramba akati advertising agency yakanga yasarudzwa naSteve. Steve paakadzokera kuApple mushure memakore gumi, chimwe chezviito zvake zvekutanga ndechekuita zvakare Chiat / Zuva. Mazita uye zviso zvakachinja nekufamba kwemakore, asi hunyanzvi hunoramba huripo, uye Steve achiri neruremekedzo rwakavimbika kune mazano uye mipiro yevashandi.
Huso hweveruzhinji
Vashoma vanhu vakambokwanisa kuve chiso chakajairwa chemukadzi kana murume kubva mumakavha emagazini, zvinyorwa mumapepanhau uye nyaya dzeterevhizheni. Chokwadi, vanhu vakawanda vakabudirira ndevezvematongerwe enyika, vatambi, vatambi vemitambo kana kuti vaimbi. Hapana mubhizinesi angatarisira kuve rudzi rwemukurumbira rwakaitika kuna Steve asina kuedza.
Sezvo Apple yakabudirira, Jay Chiat, mukuru weChiat / Zuva, akabatsira maitiro akange atoita ega. Akatsigira Steve se "chiso" cheApple uye zvigadzirwa zvayo, sezvakaita Lee Iacocca panguva yekuchinja kuChrysler. Kubva pamazuva ekutanga ekambani, Steve - akangwara, akaoma kunzwisisa, ane nharo Steve - aive zviso Apple.
Mumazuva ekutanga, apo Mac yakanga isiri kutengesa zvakanyanya, ndakaudza Steve kuti kambani yaifanira kuita zvekutengeserana naye pakhamera, sezvakaitwa naLee Iacocca kuChrysler. Mushure mezvose, Steve akaonekwa pamapeji ekutanga kakawanda zvekuti vanhu vakamuziva zviri nyore kupfuura Lee mukutanga kushambadzira kweChrysler. Steve aifarira zano iri, asi vatungamiriri veApple vakasarudza pakupihwa kwekushambadza havana kubvumirana.
Zviri pachena kuti ekutanga Mac makomputa aive neutera, saka akajairika kune akawanda zvigadzirwa. (Chimbofunga nezvechizvarwa chekutanga chezvinenge zvese kubva kuMicrosoft.) Zvisinei, nyore kushandisa kwakadzivirirwa zvishoma neMac's limited memory uye black-and-white monitor. Huwandu hwakakosha hweakavimbika mafeni eApple uye mhando dzekugadzira muvaraidzo, kushambadzira uye dhizaini bhizinesi rakapa mudziyo uyu kutengesa kunobudirira kubva pakutanga. Iyo Mac yakabva yaburitsa iyo desktop yese yekushambadzira chiitiko pakati peamateurs pamwe nenyanzvi.
Izvo zvekuti Mac akatakura "Made in the USA" label yakabatsirawo. Chimiro cheMac assembly muFremont chakamera apo chirimwa cheGeneral Motors - chaimbove tsigiro yehupfumi hwenzvimbo iyi - yave kuda kuvhara. Apple yakava gamba remunharaunda uye renyika.
Iyo Macintosh neMac brand, hongu, yakagadzira Apple nyowani. Asi mushure mekubva kwaSteve, Apple yakarasikirwa nekupenya kwayo sezvayakawira mumutsara nemamwe makambani emakombuta, vachitengesa kuburikidza netsika dzekutengesa nzira sevanokwikwidza uye kuyera musika mugove pachinzvimbo chekugadzirwa kwezvinhu. Nhau dzakanaka chete dzaive dzekuti vatengi vakavimbika veMacintosh havana kurasikirwa nehukama hwavo nayo kunyangwe panguva iyi yakaoma.
[button color="eg. dema, tsvuku, bhuruu, orenji, girini, chiedza" link="http://jablickar.cz/jay-elliot-cesta-steva-jobse/#formular" target=""]Unogona kuhodha bhuku nemutengo wakaderedzwa yeCZK 269 .[/bhatani]
[button color="eg. dema, tsvuku, bhuruu, orenji, girini, chiedza" link="http://clkuk.tradedoubler.com/click?p=211219&a=2126478&url=http://itunes.apple.com/cz/book/cesta-steva -jobse/id510339894″ target="“]Unogona kutenga iyo yemagetsi vhezheni muBoostore ne7,99 €.[/button]
Ndine urombo Libor, asi iwe unotaridzika seimwe mhando yemhondi mumufananidzo iwoyo: D
Ndinoziva kuti vanoti musatonge bhuku nebutiro raro uye handidi kuderedza basa remutsikisi nevamwe vanhu. Asi handigoni kuzviregerera. Ibhuku nezve Steve Jobs uye chivharo chinogona kuratidza izvozvo. Butiro rebhuku rinotyisa chose.
Kubvumirana zvachose… ..Steve Jobs kumashure mumazuva ekutanga eApple Computer Inc. akadzidza kubva kumudzidzisi wake Mike Markkula kuti bhuku rinotengeswa uye rinotongwa nebutiro raro. Steve akaunza pfungwa iyi pakukwana, kana kuti kunyanyisa….ndosaka nhasi tine zvigadzirwa zvakakwana mune yakasarudzika uye yepamusoro-yekupedzisira kurongedza, izvo zvinotipa manzwiro ekusarudzika uye akasiyana kana unboxing.
Chivharo chebhuku rino kukanganisa kwakazara kwehunhu uye pfungwa dzaSteve Jobs. Munhu aive nekunzwa kunoshamisa kwekugadzirwa kwakanaka uye kwakakwana, aiitira hanya nezvese zvinogoneka ruzivo.
Zvechokwadi bhuku racho raizokodzera kushandurwa kuri nani kwebutiro tichifunga nezvounhu huri musimboti webhuku rino.
Ku: m + Maros Kadlec:
Unogona kana kusafarira kavha. Ini pachangu handina dambudziko guru naye. Handizivi kuti chii chakaita kuti muparidzi weCzech agadzire dhizaini yake, asi achitaura nezvekutsoropodza ... Wakamboona kavha yepakutanga here? Saka enda kwaari Tarisa...
iye: Libor http://thestevejobsway.com/ Ini ndinotarisa uye zvakare iri hit parade :-)