Ondrej Holzman Uhlelo lwe-15 lwenkomfa Yokuphathwa Kwezokumaketha lwenzeka ngoLwesithathu esigodlweni sase-Žofín ePrague, futhi isikhulumi esikhulu kulokhu kwakungumaketha ongumakadebona u-Dave Trott, okhuthaza lokho okubizwa ngokuthi “umcabango odla inyama” emkhakheni wakhe. Engxoxweni ekhethekile kaJablíčkář, uveze ukuthi iqhawe lakhe nguSteve Jobs nokuthi ngaphandle kwakhe, umhlaba wezobuchwepheshe uzobe ushaya phansi ngonyawo...
Lokho "kucabanga kwezilwane ezizingelayo" akuyona nje into eqanjiwe. UDave Trott, usihlalo wamanje we-The Gate London agency, empeleni wabhala incwadi eyayinesihloko sokuqala I-Predatory Thinking: I-Masterclass ku-Out-Thinking the Competition, ayethule kancane ngesikhathi ethula inkulumo yakhe kwaMarketing Management. Kodwa nangaphambi kwalokho, saxoxisana nabawine imiklomelo eminingi emkhakheni wokukhangisa nokukhangisa, ngoba umhlaba wokukhangisa kanye nezwe le-Apple kuxhumene kakhulu. Ngemuva kwakho konke, uDave Trott ukuqinisekisile lokhu ekuqaleni kwenhlolokhono yethu, lapho, phakathi kwezinye izinto, anikeze umbono wakhe ngekusasa lenkampani yama-apula, okuthiwa ngeke kube nezikhathi ezilula ngemuva kokuhamba kwenkampani yayo. -umsunguli.
Uma kukhulunywa ngezikhangiso ezivela ezinkampanini zobuchwepheshe, yiluphi uhlobo lokumaketha olujwayeleke kakhulu kuwe? I-Apple enokuxoxa indaba ethinta inhliziyo, noma isitayela esibukhali sokuphikisana, sithi, i-Samsung?
Kuhlala kuncike esimweni, ayikho ifomula yendawo yonke. Ngenkathi u-Apple enza umkhankaso othi "Ngiyi-Mac futhi ngiyi-PC", kwaba kuhle kakhulu. IMicrosoft yabe yenza into ewubuphukuphuku lapho bethula umkhankaso othi “Ngiyi-PC” ukuphendula. Phela iMicrosoft yayinkulu ngokuphindwe kane kune-Apple, kwakungamele isabele kuyo nhlobo. Ngaphezu kwalokho, bahlose izimakethe ezihluke ngokuphelele, abasebenzisi be-Microsoft abafuni ukuba izihlubuki, bangabantu abavamile abafuna ukudala amaspredishithi abo ngokuthula. Kwakuyisinyathelo esiwubulima seMicrosoft esingenzanga lutho ukusiza umkhiqizo noma ukuthengisa. Kodwa uBill Gates akakwazanga ukumelana futhi waphendula uSteve Jobs. IMicrosoft yachitha izigidi zamaRandi kulokhu, kodwa yayingenamsebenzi.
Nge-Samsung, ihluke kancane. Imikhiqizo yayo ishibhile kakhulu futhi iyintengo edlala indima enkulu ezimakethe zase-Asia. Kodwa kwehlukile eYurophu naseNyakatho Melika, abantu lapha bancamela ukuthenga iMacBook, ngenxa yophawu nangenxa yokuthi bayaluthanda uhlelo lwayo. Kodwa e-Asia, abafuni ukuchitha umqhele owodwa owengeziwe, yingakho bengathengi i-iPhone, yingakho bengayithengi i-iPad, yingakho i-Samsung kufanele ixazulule inkinga yokuthengisa ehlukile lapha kunayo. ixazulula eYurophu naseNyakatho Melika.
Ngakolunye uhlangothi, abakhiqizi ngokwabo bachitha imali enkulu emikhankasweni yokumaketha. Ezinkampanini ezaziwayo emhlabeni jikelele ezifana ne-Coca-Cola, i-Nike noma i-Apple, lezi zindleko zingase zibonakale zingadingeki ngandlela thile. Ikakhulukazi uma isikhangiso singahlobene ngisho eduze nemikhiqizo enikezwayo.
Lokho kubalulekile. Ayikho ifomula engalandelwa emhlabeni wonke. Uma ubheka i-Apple, baqasha ikhanda likaPepsi (UJohn Sculley ngo-1983 - inothi lomhleli), kodwa akuzange kusebenze ngoba kwakungeyona into efanayo. Ukuthenga ibhodlela lesiphuzo esinoshukela akufani nokuthenga ikhompyutha. Ayikho ifomula yendawo yonke yokuthi lokhu kwenziwa kanjani. U-Apple kamuva wadala imikhankaso emikhulu yokukhangisa. Engiwuthandayo umkhankaso othi "Ngiyi-Mac futhi ngiyi-PC". Kwakuyizikhangiso ezihlekisayo ezinendoda eyisidudla nendoda eyisidudla ezaqhubeka iminyaka eminingi e-United States, iveza izizathu eziningi zokuthi kungani umkhiqizo othile ungcono kunomunye.
[yenza isenzo=”caphuna”]Ukuze uphumelele, kufanele wehluke.[/do]
Uma ngiyithatha ngakolunye uhlangothi, okungukuthi ngezinkampani ezincane eziqalayo, ngikuthola kungenakwenzeka ukuthuthuka ngibe yi-colossus efana ne-Apple noma i-Google. Kule minyaka yanamuhla egcwele ulwazi, ingabe umqondo omuhle nokumaketha okunesizotha kwanele?
Ukuze uphumelele, kufanele wenze lokho okwenziwa nguSteve Jobs. Kufanele wehluke. Uma ungehlukile, ungaqali nokuqala. Ayikho imali noma abatshalizimali abakhulu abazoqinisekisa impumelelo yakho. Uma ungehlukile, asikudingi. Kodwa uma unokuthile okuhluke ngempela, kungaba ukukhangisa, ukumaketha, ukusungula izinto ezintsha noma isevisi, ungakha kukho. Kodwa kungani uchitha isikhathi entweni ekhona kakade?
Akekho odinga enye i-Coca-Cola, kodwa uma uqhamuka nesiphuzo esinokunambitheka okuhlukile, abantu bazofuna ukusizama. Kuyafana nalapho udala isikhangiso. Zonke izikhangiso zibukeka zifana futhi kufanele uqhamuke nento entsha ukuze uthole ukunakwa. Okufanayo kusebenza naseziqalisweni.
Cabanga ngakho ngale ndlela - kungani uthenga i-Mac? Uma ngingakunikeza ikhompuyutha efana ncamashi futhi yenza izinto ezifanayo nezekhompyutha ye-Apple, kodwa kuwumkhiqizo ongawazi, ubungayithenga? Kumelwe kube nesizathu sokuthi kungani ungathanda ukushintsha.
Kuthiwani uma kuwumkhiqizo omkhulu oye wehla kancane kancane? Isimo esinjalo singavela ngokwethiyori, i-Apple yafinyelela iphuzu elibucayi kangako ngeminyaka yama-90s.
Uma ubheka ukubuya kukaSteve Jobs, wenze into eyodwa. U-Apple unikeze imikhiqizo eminingi kakhulu, futhi Imisebenzi yehlise kakhulu yaba emine kuphela. Kodwa wayengenayo emisha, ngakho wayala ukuthi ukuqwashisa ngalo mkhiqizo kwandiswe ngokukhangiswa kwemikhiqizo ekhona. Empeleni kwadingeka akhe lonke uhlobo lomkhiqizo kusukela ekuqaleni. Udale umkhankaso othi "Crazy Ones" mayelana nabantu abahlanyayo nabavukelayo, ekhombisa abantu abahlakaniphile ukuthi lena ikhompuyutha ebafanele.
Ingabe izinkundla zokuxhumana zingasiza esimweni esifanayo namuhla? Izizukulwane ezincane namuhla zixhumana ngale ndlela kaningi, kodwa i-Apple, isibonelo, ivaliwe kakhulu kulokhu. Ingabe kufanele aqale ukukhuluma "ngokwenhlalo" futhi?
Uma unombono omuhle ukuthi ungazibamba kanjani izinkundla zokuxhumana, kungani kungenjalo, kodwa asikho isidingo sokubeka izikhangiso kuzo. Kwenzekani ngesikhathi kuvela izinkundla zokuxhumana? Wonke umuntu uthe manje sesinohlobo olusha lwemidiya futhi izikhangiso ezindala ziyafa. U-Pepsi wabheja ngakho. Ephrojekthini yayo yokuvuselela eminyakeni emine noma emihlanu edlule, yathatha yonke imali emithonjeni yezindaba yendabuko efana nomabonakude namaphephandaba yayifaka emithonjeni yezindaba emisha. Ngemva kwezinyanga ezingu-18, u-Pepsi ulahlekelwe amaRandi ayizigidi ezingu-350 eNyakatho Melika kuphela futhi wehla esuka endaweni yesibili waya kweyesithathu ezilinganisweni zeziphuzo ezinoshukela. Ngakho babuyisela imali ngokushesha kwabezindaba zendabuko.
Iphuzu liwukuthi uZuckerberg ukwazile ukulalisa umhlaba wonke ngokuphelele. Inkundla yezokuxhumana yinhle, kodwa iseyimidiya, akusona isixazululo sokukhangisa nokumaketha. Uma ubheka le midiya manje, igcwele izikhangiso zakudala neziphazamisayo ngoba amabhizinisi ahluleka ukuheha amakhasimende. Kodwa-ke, akekho ofuna ukuphazanyiswa inkampani ngenkathi exoxa nabangane ku-Facebook. Angifuni ukuxhumana ne-Coca-Cola, kodwa nabangani, ngakho-ke ngokushesha nje lapho ubona umkhiqizo osebenza ngenkuthalo ezinkundleni zokuxhumana, ku-Twitter noma ku-Facebook, uyayisusa ngaphandle kokufunda umlayezo wayo. Akekho osatholile ukuthi ungasebenzisa kanjani izinkundla zokuxhumana ngendlela efanele.
Okuseduzane nesixazululo esihle ku-Twitter kuze kube manje kube yiziteshi ze-TV namaphephandaba azisa abasebenzisi ngalokho abakusakazayo noma ababhala ngakho njengamanje. Kuyasiza lokho, kepha kuhlukile kuFacebook. Ikakhulukazi ngifuna ukuzijabulisa lapho nabangane bami futhi angifuni ukuphazanyiswa omunye umuntu. Kuyafana nokuthi umthengisi ufika ephathini yakho futhi aqale ukukunikeza imikhiqizo ethile, akekho ofuna lokho. Ngamafuphi, iyindlela enhle, kodwa kufanele wazi ukuthi isetshenziswa kanjani.
[yenza isenzo=”caphuna”]Akekho onombono u-Steve Jobs ayenawo.[/do]
Ake sibuyele kuSteve Jobs. Ucabanga ukuthi u-Apple angaphila isikhathi esingakanani ngombono wakhe? Futhi ingabe ngempela abazomlandela esikhundleni sakhe?
Ngicabanga ukuthi i-Apple isenkingeni enkulu manje ngaphandle kukaSteve Jobs. Abekho abangasungula izinto ezintsha. Bavele baqala ukushintsha yonke into. Akekho onombono uSteve Jobs ayenawo, wabona iminyaka ezayo, ngaphezu kwawo wonke umuntu. Akekho omunye ofana naye njengamanje, hhayi kwa-Apple kuphela. Lokhu kusho ukuthi wonke umkhakha ngeke usanyakaza futhi usungule izinto ezintsha manje, ngoba yonke inqubekelaphambili yeminyaka embalwa edlule yayiqhutshwa uSteve Jobs. Lapho enza okuthile, abanye babekopisha ngokushesha. USteve wenza i-iPod, wonke umuntu wayikopisha, uSteve wenza i-iPhone, wonke umuntu wayikopisha, uSteve wenza i-iPad, wonke umuntu wayikopisha. Manje akekho onjalo, ngakho wonke umuntu ukopisha omunye.
Kuthiwani ngoJony Ive?
Ungumklami omuhle, kodwa akayena umsunguli. NguMisebenzi owafika kuye nombono wocingo, u-Ive waluklama ngendlela ekhaliphile, kodwa akazange awuthole lowo mbono.
USteve Jobs ubonakala ekhuthaza kakhulu kuwe.
Uyifundile incwadi ngoSteve Jobs kaWalter Isaacson? Konke odinga ukukwazi kungatholakala kuwo. USteve Jobs wayeyingcweti kwezokuthengisa. Wayeqonda ukuthi ukumaketha kusiza abantu. Okokuqala kufanele uthole ukuthi abantu bafuna ini bese ufundisa ikhompuyutha yakho ukukwenza. Isibonelo, iMicrosoft ithatha indlela ehlukile, eqala ngokudala umkhiqizo wayo bese izama ukuyidayisela abantu. Kuyafana nezinye izinkampani, thatha i-Google Glass njengesibonelo. Akekho okudingayo. Kwa-Google, benze ngokuhlukile kunoSteve Jobs. Bathi yini esingayenza esikhundleni sokucabanga ukuthi abantu bazofunani ngempela.
USteve wayekuqonda ngokujulile ukumaketha futhi lapho ethula imikhiqizo emisha wayekhuluma nabantu ngolimi lwabo. Ngesikhathi ebukisa nge-iPod, akazange achaze ukuthi inememori engu-16GB - abantu bengenandaba ngoba babengazi ngempela ukuthi lokho kusho ukuthini. Kunalokho, wabatshela ukuthi sebengakwazi ukufaka izingoma eziyinkulungwane emaphaketheni abo. Kuzwakala kuhluke ngokuphelele. Kunemibono emihle yokuthengisa engaphezu kweshumi kuyo yonke incwadi ka-Isaacson. USteve Jobs ungomunye wamaqhawe ami futhi ufingqwa kahle ngomugqa olandelayo ake wawusho: Kungani ujoyina iNavy kuyilapho ungaba yisigebengu?
Kuzoba nokuqanjwa okusha, kepha ngeke kube yiMisebenzi ukuyenza i-blockbuster. Imisebenzi kwakungeyena owasungula izinto ezintsha - wakwazi kuphela ukuzithuthukisa ngendlela eyisimangaliso futhi, ngaphezu kwakho konke, wakwazi ukunquma ukuthi yiziphi izinto ezintsha ezinikezwayo ezizokwethulwa emakethe. Ngokwesibonelo, u-Jony Ive unekhredithi ephindwe kayikhulu yokusungula izinto ezintsha. Eyokuqala Faka isicelo kwaba i-Wozniak, elandelayo Faka kakhulukazi i-Xerox. I-iPod enjalo empeleni yadalwa ngesikhathi evakashele eJapane, lapho uzakwabo we-Jobs "ngengozi" athola khona i-hard disk encane umkhiqizi wayo owayengamsebenzisi.
Ngicabanga ukuthi ngiyaqonda ukuthi usho ukuthini, kodwa lokhu kuwumbono ongenangqondo kimi...ukwazile ukuwukhuthaza...uvame ukuwenza ngokusekelwe kulokho akubona endaweni ethile. Phela akazange akhangise i-hard disk encane noma kuphi.
Akekho ophika u-Ivo ngokufaneleka, kodwa futhi, uma kungenjalo ngemicabango nezinqumo zeMisebenzi, ngomqondo ongokomfanekiso, u-Ive ubengeke abe nomsebenzi. Nalapho uMisebenzi wayenezwi elikhulu ekutheni izobukeka kanjani, waze wayiklama ngokwakhe. Yebo, wayengeke akwazi ukuzenzela yonke into. Angivumi ukuthi u-Ive unokufaneleka okuphindwe kayikhulu. Ngisho nangephutha. Futhi isikhathi sizosho.
Kufana nokuthi uma ngithola induku emise okwe-"Y" emvelweni bese ngenza isihlilingi ngayo. Ngakho ubani umsunguli? Mina noma imvelo ngoba yenza le nduku?
Leyo nduku nendwayimane iyisifaniso esihle kakhulu, ngiyabonga.
Angivumi kulokhu. :) Nakuba ngiqonda lapho uya khona..
Imisebenzi yayingumsunguli wezinto ezintsha ngoba imibono yakhe eminingi kanye nezinto eziqanjiwe ezingenangqondo ekuqaleni zaphenduka umnyakazo olungile (futhi eminingi yakho yayingenjalo, kunjalo).
Wayengeyena umsunguli ngokwakhe, kodwa uJony Ive, nakuba engumklami we-TOP, waqinisekisa ukuthi iyasebenza, kodwa lowo owasungula ukuthi kufanele isebenze kanjani cishe njalo kwakuyiMisebenzi, ngoba wayeqonda ukuthi kufanele isebenze kanjani nokuthi yini futhi kanjani abantu. bazofuna ukuyisebenzisa (yilapho behluka khona kulelo qembu le-Microsoft abanganzeli abantu umkhiqizo kodwa imali).
Yebo, wakwazi ukuyidayisa, kodwa wakwazi ukudayisa umkhiqizo ayekholelwa kuwo ngoba wasiza ukuwenza ngokwakhe, ikakhulukazi kusukela ekuqaleni.
Ungasho ngokuqondile ukuthi "ngoba imibono yakhe eminingi kanye nokusungulwa kwezinto ezingenangqondo kwaqala kwaba umnyakazo ofanele" ... ukhuluma sengathi wena noMisebenzi niphuma niyophuza ubhiya njalo ngempelasonto,
Cha akakwazanga… funda i-bio.. :)
USteve wayazi isikhathi eside ukuthi ngeke abe lapha ngempela, futhi ngicabanga ukuthi ukubaluleka kohlelo lwe-Apple Academy, kanye nendlela i-Apple ehlelwe ngayo nokuthi inkampani isebenza kanjani, akwaziswa. Ngeke ngimjikijele u-Tim okwamanje, 'ukuqashwa kwabantu' kochwepheshe abakhombise ngonyaka odlule akukaze kube khona kulo mkhakha futhi ngicabanga ukuthi sizomangala kuphela lapho ikhethini liphakama. Uma 'into enkulu elandelayo' ingebi yisigaba esilandelayo esiyimpumelelo, ngicela, kodwa kuze kube yileso sikhathi, ngizoqapha ukusho ukuthi i-Apple izowela phansi.
Angicabangi ukuthi kukhona ophonsa u-Tim ngokweqile, kepha bekuneMisebenzi eyodwa kuphela, njengoStradivarius, futhi u-Apple usahamba ngendlela uSteve ayebikezele ngayo isikhathi eside. Ubani, ngokubona kwami, ohluleke kakhulu ngemva kwalowo onesandla esikhululekile, mhlawumbe u-Master Ive.
Wehluleka yini? I-iOS 7 inezimbungulu eziningi, ubuwula obuningi nombhedo, kodwa emnyombweni inengqondo.
empeleni waziphendula, kodwa ngemva kokuba esethole amandla aphezulu okwenza izinqumo futhi enze konke ngendlela yakhe, kumane kuyisiphithiphithi, i-iOS7 semi-functional kuze kube manje futhi i-GUI ne-UI ayinamsebenzi ngokuphelele, isiphithiphithi nje, futhi akuyona nje ikhibhodi edidayo. Kungenjalo, ngingajabula kakhulu ukuzwa kuwe ukuthi kunengqondo kanjani
Ngiyabonga mhleli ngengxoxo enhle. Lona kanye uhlobo lwendatshana elenza i-Jablíčkář ihluke emqhudelwaneni. Qhubeka nomsebenzi omuhle . . . :)
Angiyena neze umlandeli woqobo wemikhiqizo ye-Apple, kodwa isimangalo sikaMnu Trott sokuthi e-Asia, bakhetha ukuthenga i-Samsung ngenxa yentengo, asikho emgqeni, ngoba ezinyangeni zamuva cishe wonke umuntu olapho usebenzisa imikhiqizo ye-Apple (iPhones). , iPads, njll.). Ngiyafakaza lapho ngiya lapho ngohambo lwebhizinisi. I-China, Taiwan, Japan, yonke indawo lapho ngibheka khona, abantu abasha banemikhiqizo ye-Apple. Ngakho-ke akukhona neze ngokuvumelana nefomula ukuthi bafuna izinto ezishibhile kuphela lapho ... kwakunjengoba eminyakeni engu-4-6 edlule ... lapho i-Apple ingatholakali lapho, ukulingisa kanye nezinguqulo ezishibhile ze-Samsung njll yehlukile! :-)
USteve Jobs wayengeyena umuntu osungula izinto ezintsha, akazange asungule lutho nhlobo. Ubeyingcweti kwezokukhangisa, ephatha abasebenzi njengesilo futhi egcwele iziteketiso neziteketiso. Bavela kanjalo abaphathi banamuhla, bentekenteke njengetiye, kodwa bezethemba ngokwesabekayo, bengakwazi ukubonana. Kubo, imisebenzi ingonkulunkulu. Uma kungenjalo, ngiphethe amanye amadivayisi akwa-Apple Inc. Ngandlela thize, bangcono ngandlela thize kunomncintiswano. Ngaphandle kwe-iOS 6, ukukhishwa okulandelayo ikakhulukazi izinguquko zezimonyo, noma iziqephu eziqondile.
Ingxoxo enhle. Ngiyabonga ngaye.