乔布斯传(MP3+中英字幕) 第482期:苹果样板店(4)

 When Drexler came to see the prototype, he had some criticisms: 德雷克斯勒看到接近完工的模拟商店之后，提出了一些批评：

"I thought the space was too chopped up and not clean enough. “空间太琐碎了，还不够干净。

There were too many distracting architectural features and colors." 还有太多让人分心的建筑结构和色彩。”

He emphasized that a customer should be able to walk into a retail¹ space and, with one sweep of the eye, understand the flow. 他强调要让顾客一进入这个零售区域，只需看一眼，就了解这里的流程。

Jobs agreed that simplicity² and lack of distractions³ were keys to a great store, as they were to a product. 乔布斯同意他的观点：简约、减少分心的因素，是一家商店成功的关键，对于产品来说也是一样。

"After that, he nailed it," said Drexler. 德雷克斯勒说：“在那之后，他作了一些修正并且成功了。

"The vision he had was complete control of the entire experience of his product, from how it was designed and made to how it was sold." 他的愿景是能够完全控制产品的全过程，从设计到销售。”

In October 2000, near what he thought was the end of the process, 2000年10月，就在约翰逊觉得即将大功告成的时候，

Johnson woke up in the middle of a night before one of the Tuesday meetings with a painful thought: 他在周二例会前的半夜醒来，头脑中冒出一个可怕的想法：

They had gotten something fundamentally wrong. 他们犯了一些基础性的错误。

They were organizing the store around each of Apple's main product lines, with areas for the PowerMac, iMac, iBook, and PowerBook. 他们围绕着苹果的主要产品线把商店分成若干个区域：有Power Mac、iMac, iBook和PowerBook。

But Jobs had begun developing a new concept: the computer as a hub for all your digital activity. 但是乔布斯开始发展出一个新的概念：使计算机成为你所有数字生活的中枢。

In other words, your computer might handle video and pictures from your cameras, 换句话说，你的计算机能够处理相机里的视频和照片，

and perhaps someday your music player and songs, or your books and magazines. 或许有一天也能用做音乐播放器来听歌，或者阅读书和杂志。

Johnson's predawn brainstorm⁴ was that the stores should organize displays not just around the company's four lines of computers, 黎明时分，约翰逊计上心头：商店内部不能只按照公司的四款计算机产品线进行划分，

but also around things people might want to do. 还应该考虑到顾客想做什么。

"For example, I thought there should be a movie bay where we'd have various Macs and PowerBooks running iMovie “比如，我想可以有一个‘电影区’，在那里我们可以用几台Mac电脑和PowerBook运行iMovie软件，

and showing how you can import from your video camera and edit." 向顾客展示怎么从摄像机中导入文件并编辑。”

 

1 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。

2 simplicity   

n.简单，简易；朴素；直率，单纯

参考例句：

• She dressed with elegant simplicity.她穿着朴素高雅。
• The beauty of this plan is its simplicity.简明扼要是这个计划的一大特点。

3 distractions   

n.使人分心的事[人]( distraction的名词复数 )；娱乐，消遣；心烦意乱；精神错乱

参考例句：

• I find it hard to work at home because there are too many distractions. 我发觉在家里工作很难，因为使人分心的事太多。
• There are too many distractions here to work properly. 这里叫人分心的事太多，使人无法好好工作。 来自《简明英汉词典》

4 brainstorm   

vi.动脑筋，出主意，想办法，献计，献策

参考例句：

• The women meet twice a month to brainstorm and set business goals for each other.她们每个月聚会两次，在一起出谋献策，为各自制定生意目标。
• We can brainstorm a list of the most influential individuals in the company.我们可以集体讨论，列出该公司中最有影响的人员的名单。