乔布斯传 第415期:iCEO(1)

 iCEO iCEO

As he was finishing work on the "Think Different" ad, Jobs did some different thinking of his own. 当“非同凡想”广告的制作接近尾声时，乔布斯有了些新想法。

He decided¹ that he would officially take over running the company, at least on a temporary basis. 他决定正式接手公司经营，至少是暂时性的。

He had been the de facto leader since Amelio's ouster ten weeks earlier, but only as an advisor². 自从10周前阿梅里奥离职之后，他一直都是头顶“顾问”名号的实际领导者。

Fred Anderson had the titular³ role of interim⁴ CEO. 弗雷德·安德森只是名义上的临时CEO。

On September 16, 1997, Jobs announced that he would take over that title, which inevitably⁵ got abbreviated⁶ as iCEO. 1997年9月16日，乔布斯宣布他将接手这个职务，临时CEO这一名称也被缩写成了iCEO。

His commitment was tentative: He took no salary and signed no contract. 他的承诺显得没什么把握：不领薪水，也不签合同。

But he was not tentative in his actions. He was in charge, and he did not rule by consensus⁷. 但是他的行动却没有丝毫踌躇。他掌管一切，唯我独尊。

That week he gathered his top managers and staff in the Apple auditorium⁸ for a rally, 那个星期，他把高层管理人员和员工召集到苹果的礼堂开会，

followed by a picnic featuring beer and vegan food, to celebrate his new role and the company's new ads. 会后给他们提供啤酒和素食野餐，庆祝他的新角色和公司的新广告。

He was wearing shorts, walking around the campus barefoot, and had a stubble of beard. 他穿着短裤，光着脚在园区走来走去，满脸胡茬儿。

"I've been back about ten weeks, working really hard," he said, looking tired but deeply determined⁹. “我回来差不多10个星期了，工作非常辛苦。”他说，看起来疲惫但很坚定，

"What we're trying to do is not highfalutin. “我们做的不是什么值得骄傲的事情。

We're trying to get back to the basics of great products, great marketing¹⁰, and great distribution. 我们是在努力回到好产品、好营销和好分销这些最基本的东西。

Apple has drifted away from doing the basics really well." 苹果已经忘了怎么把最基本的东西真正做好。”

1 decided   

adj.决定了的，坚决的；明显的，明确的

参考例句：

• This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
• There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。

2 advisor   

n.顾问，指导老师，劝告者

参考例句：

• They employed me as an advisor.他们聘请我当顾问。
• The professor is engaged as a technical advisor.这位教授被聘请为技术顾问。

3 titular   

adj.名义上的，有名无实的；n.只有名义（或头衔）的人

参考例句：

• The Queen is titular head of the Church of England.英国女王是英国国教名义上的领袖。
• He is titular head,and merely signs laws occasionally.他是名义上的首脑，不过偶尔签字批准法律法规。

4 interim   

adj.暂时的，临时的；n.间歇，过渡期间

参考例句：

• The government is taking interim measures to help those in immediate need.政府正在采取临时措施帮助那些有立即需要的人。
• It may turn out to be an interim technology.这可能只是个过渡技术。

5 inevitably   

adv.不可避免地；必然发生地

参考例句：

• In the way you go on,you are inevitably coming apart.照你们这样下去，毫无疑问是会散伙的。
• Technological changes will inevitably lead to unemployment.技术变革必然会导致失业。

6 abbreviated   

adj. 简短的，省略的 动词abbreviate的过去式和过去分词

参考例句：

• He abbreviated so much that it was hard to understand his article. 他的文章缩写词使用太多，令人费解。
• The United States of America is commonly abbreviated to U.S.A.. 美利坚合众国常被缩略为U.S.A.。

7 consensus   

n.(意见等的)一致，一致同意，共识

参考例句：

• Can we reach a consensus on this issue?我们能在这个问题上取得一致意见吗？
• What is the consensus of opinion at the afternoon meeting?下午会议上一致的意见是什么？

8 auditorium   

n.观众席，听众席；会堂，礼堂

参考例句：

• The teacher gathered all the pupils in the auditorium.老师把全体同学集合在礼堂内。
• The stage is thrust forward into the auditorium.舞台向前突出，伸入观众席。

9 determined   

adj.坚定的；有决心的

参考例句：

• I have determined on going to Tibet after graduation.我已决定毕业后去西藏。
• He determined to view the rooms behind the office.他决定查看一下办公室后面的房间。

10 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。