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On January 3, 1977, the new corporation, the Apple Computer Co., was officially created,
1977年1月3日，新的公司--蘋果電腦有限公司--正式成立了，
and it bought out the old partnership that had been formed by Jobs and Wozniak nine months earlier.
它買斷了9個月前喬布斯和沃茲成立的舊公司的全部股杈。
Few people noticed.
幾乎沒有人注意到這一點。
That month the Homebrew surveyed its members and found that,
那個月，家釀計算機俱樂部在會員中作了一次調查，
of the 181 who owned personal computers, only six owned an Apple.
發現在181名擁有個人電腦的人中，只有6個人擁有蘋果的產品。
Jobs was convinced, however, that the Apple II would change that.
但是，喬布斯深信不疑，Apple II會改變這一局面。
Markkula would become a father figure to Jobs.
馬庫拉對于喬布斯來說，是一個父親般的人物。
Like Jobs's adoptive father, he would indulge Jobs's strong will,
他像喬布斯的養父一樣，遷就他的強烈意愿
and like his biological father, he would end up abandoning him.
最終卻和他的生父一樣，拋棄了他。
"Markkula was as much a father-son relationship as Steve ever had," said the venture capitalist Arthur Rock.
風險投資人亞瑟·羅克(Arthur Rock)說：“馬庫拉和史蒂夫之間就是一種父子關系。”
He began to teach Jobs about marketing and sales.
他開始向喬布斯傳授市場和銷售方面的經驗。
"Mike really took me under his wing," Jobs recalled.
“邁克真的非常照顧我，”喬布斯說，
"His values were much aligned with mine.
“他的觀念與我也十分一致。
He emphasized that you should never start a company with the goal of getting rich.
他強調說，你永遠不該懷著賺錢的目的去創辦一家公司。
Your goal should be making something you believe in and making a company that will last."
你的目標應該是做出讓你自己深信不疑的產品，創辦一家生命力很強的公司。”
Markkula wrote his principles in a one-page paper titled "The Apple Marketing Philosophy" that stressed three points.
馬庫拉把自己的原則寫在了一頁紙上，標題為“蘋果營銷哲學”，其中強調了三點。
The first was empathy, an intimate connection with the feelings of the customer:
第一點是共鳴（empathy)，就是緊密結合顧客的感受。
"We will truly understand their needs better than any other company."
“我們要比其他任何公司都更好地理解使用者的需求。”
The second was focus:
第二點是專注（focus)。
"In order to do a good job of those things that we decide to do,
“為了做好我們決定做的事情，
we must eliminate all of the unimportant opportunities."
我們必須拒絕所有不重要的機會。”
The third and equally important principle, awkwardly named, was impute.
第三點也是同樣重要的一點原則，有一個讓人困惑的名字，灌輸（impute)。
It emphasized that people form an opinion about a company or product based on the signals that it conveys.
這涉及人們是如何根據一家公司或一個產品傳達的信號，來形成對它的判斷。
"People DO judge a book by its cover," he wrote.
“人們確實會以貌取物，”他寫道，
"We may have the best product, the highest quality, the most useful software etc.;
“我們也許有最好的產品、最高的質量、最實用的軟件等等，
if we present them in a slipshod manner, they will be perceived as slipshod;
如果我們用一種潦草馬虎的方式來展示，顧客就會認為我們的產品也是潦草馬虎的；
if we present them in a creative, professional manner, we will impute the desired qualities."
而如果我們以創新的、專業的方式展示產品，那么優質的形象也就被灌輸到顧客的思想中了。”
For the rest of his career,
在喬布斯的職業生涯中，
Jobs would understand the needs and desires of customers better than any other business leader,
比起其他商業領袖，喬布斯一直能明白顧客的需求和期望
he would focus on a handful of core products,
他會關注少數核心產品
and he would care, sometimes obsessively, about marketing and image and even the details of packaging.
他一直十分關注--有時甚至過度關注--營銷策略、產品形象乃至包裝的細節。”
"When you open the box of an iPhone or iPad,
當你打開iPhone或者iPad的包裝盒時，
we want that tactile experience to set the tone for how you perceive the product," he said.
我們希望那種美妙的觸覺體驗可以為你在心中定下產品的基調。”
"Mike taught me that."
他說，“這是邁克教我的”
