Steven Jobs

Apple Computer

3-year return: 26%

AGE: 42

CEO since: 1997 史蒂文o喬伯斯

APPLE電腦

三年的投資回報率：26%

年齡：42歲

任職CEO起始時間：1997年

　　Here´s a guy with enough savvy and brainpower to effectively hold down two CEO jobs at once--and do a pretty amazing job at both. We´ve listed him for his post at Apple, but of course Steve Jobs also runs Pixar, the animation company. Jobs arrested Apple´s slow death spiral and even put some oomph back into the pioneering computer firm he helped found. Coming in after a $1 billion loss in fiscal 1997, Jobs turned a $106 million profit--38 percent above Wall Street´s consensus target. A lot of credit goes to a very ** idea: Make computers in different colors. Jobs was the only one who thought to make it happen. The colorful mid-priced iMac has also succeeded by playing down the compatibility conundrum. Apple positioned it as the machine for the Internet, where compatibility questions are no big deal. Behind the scenes, Jobs also streamlined the product line, reduced the head count, consolidated distribution, and slimmed inventory. Meanwhile, over at Pixar, A Bug´s Life nabbed a total $159 million in domestic box office, the highest domestic animated take since Toy Story and third highest ever, after Toy Story and the leader, The Lion King.

　　

這兒我們要給您介紹的是一位能夠同時兼做兩份CEO工作的才華出能人。我們將他的任職公司寫為蘋果公司，而實際上史蒂文o喬伯斯同時還是另一家蓬勃發展的公司PIXAR的員工。喬伯斯被APPLE公司慢耗損的螺線所吸引，他甚至為這家他幫助創立的電腦公付出了較大的努力。1997年，在這家公司虧損達到10億美元的時候，喬伯斯加入了APPLE公司，之后他為公司賺取了1.06億美元的利潤--有38%以上的產品銷往美國華爾街。許多成功的實踐均來自于一個很簡單的創意：例如讓電腦換一種顏色。喬伯斯是唯一的一個創意者和實踐者。多色澤、中等價位的iMac的成功還在于它解決了計算機兼容性的難題。APPLE電腦定位于因特網，因為在因特網上兼容性并不是一個較大的難題。喬伯斯新改進了生產線，減少了磁頭數，穩定了分布率，并且還減少了庫存。同時，PIXAR公司在國內市場中占有總計1.59億美元的收入，位居第三位，僅次于Toy Story 和領頭羊Lion King 。而另一方面喬伯斯在PIXAR也有著出色的表現。

　　Business philosophy: "The technology isn´t the hard part. The hard part is, Who´s going to buy it? How are they going to buy it? How do you tell them about it?"

　　

 

　　Headaches: Multifold. Apple is still a pip-squeak to the Wintel Goliath. With less than 10 percent of the computer market, Apple needs to lure more software makers into producing programs for the Mac. The company has cut about as much as it can. Now it has a tougher job: Make sales grow. And what´s the follow-up? Jobs probably also hasn´t been spending as much as he should on research and development. Finally, where is his successor? Pixar, a collegial place, can run without him--but what about Apple? Not a good place for a boss who refuses to remove the "interim" prefix from his CEO title.

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最頭痛的事：多方面的。APPLE公司仍然只是Wintel Goliath方面（意指微機的體系結構由MS-Windows操作系統和的Intel的CPU組成）的小人物。

其電腦市場的占有率還不到10%。APPLE公司需要吸引更多的軟件制造商投入到多存取計算機的電腦編程方面的生產中。該公司已經在這方面做了許多力所能及的工作。現在，他們又面臨著一個新的難題：使銷售業績更上一個臺階以及接下來應該開發什么樣的新產品？在研究和開發新產品上，喬伯斯很可能還沒有投入更多的精力。最后一個問題是，喬伯斯的繼任者應該是誰呢？PIXAR公司是一個大學云集的地方，它的操作和運營可以沒有喬伯斯--可是APPLE公司呢？

　　Management Style: At Apple, Jobs is a mercurial micromanager--some say nanomanager. Virtually every decision goes by him. "At any time, 10,000 employees are wondering, ´What would Steve say?,´ not ´What is the right thing to do?´" said a former Apple exec. At Pixar, realizing that he isn´t a film visionary, he leaves the experts to their knitting.

　　

管理風格：在APPLE公司，喬伯斯是一位機智善變的微軟經理--也有人說他是非線性方面的經理。事實上，每一項決策都是由他來制定的。 "在任何時候，一萬名員工都會在考慮：史蒂文會怎么看呢？而不是：正確的做法應該是怎么樣的？"APPLE公司的前任CEO如此評價說。而在PIXAR公司，他則會放手讓他的專家們自己潛心研究。

　　Habits: Known for casual dress, he cruises the office shoeless and in a sport shirt--but don´t mistake him for laid-back. Snacks on granola doused with apple juice.

　　

習慣：喬伯斯是一個以便裝形象出名的人。在辦公室里，他從不穿鞋，并且總是穿著一件運動衫--但是，請不要誤解為他是一個松懈懶散的人。他喜歡將格蘭諾拉麥片蘸上蘋果汁來吃。

　　How he got the job: The Apple board begged him to return.

　　工作背景：APPLE董事會邀請喬伯斯重新走馬上任。

　　True story: Former Newton palmtop chief Sandy Benett told his underlings that the subsidiary would be folded back into Apple--before Jobs had made an official announcement. After the news leaked, Jobs fired Benett.

　　

真實故事：前任牛頓（Newton）

掌上電腦的負責人莎迪o伯耐特（Sandy Benett）曾告訴他的手下人說，其子公司將被并入APPLE公司--此事發生在喬伯斯尚未就此發表正式聲明之前。該消息被泄露之后，喬伯斯便開除了伯耐特。

　　Financial reward: His Apple rewards are minimal--a salary of one dollar a year so that his family is eligible for the health plan. But his 69 percent share of Pixar is worth about $1.3 billion.

　　

財務獎賞：喬伯斯在APPLE公司的報酬非常少--他的年薪只有一美元，這就足夠使他的家人參加健康計劃。但是喬伯斯占有PIXAR公司69%的股份，價值約為13億元。

 

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