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Regis McKenna
里吉斯·麥肯納
The first step in this process was convincing the Valley's premier publicist, Regis McKenna, to take on Apple as a client.
新公司成立后的第一件事，就是要將硅谷杰出的公關人員里吉斯·麥肯納招至麾下。
McKenna was from a large working-class Pittsburgh family, and bred into his bones was a steeliness that he cloaked with charm.
麥肯納來自匹茲堡的一個工人階級大家庭，外表的魅力掩蓋了他骨子里的冷酷堅韌。
A college dropout, he had worked for Fairchild and National Semiconductor before starting his own PR and advertising firm.
大學綴學的他曾先后供職于仙童公司和國家半導體公司，后來創辦了自己的公關和廣告公司。
His two specialties were doling out exclusive interviews with his clients to journalists he had cultivated
他有兩項專長，一是把對他的客戶進行獨家專訪的機會留給自己熟識的記者，
and coming up with memorable ad campaigns that created brand awareness for products such as microchips.
二是策劃令人難忘的廣告方案，為諸如微芯片這樣的產品提升品牌知名度。
One of these was a series of colorful magazine ads for Intel that featured racing cars and poker chips rather than the usual dull performance charts.
其中有為英特爾打造的一系列色彩絢爛的雜志廣告，以疾馳 的賽車和撲克籌碼為主要元素，取代了以往枯燥的性能圖表。
These caught Jobs's eye. He called Intel and asked who created them.
這些引起了喬布斯的注意。他致電英特爾公司詢問廣告的設計方。
"Regis McKenna," he was told.
他被告知了這樣一個名字：里吉斯·麥肯納。
"I asked them what Regis McKenna was," Jobs recalled, "and they told me he was a person."
"我問他們里吉斯·麥肯納是什么，"喬布斯回憶說，“他們告訴我是一個人的名字。
When Jobs phoned, he couldn' t get through to McKenna.
"喬布斯打去了電話，卻未能直接與麥肯納通話。
Instead he was transferred to Frank Burge, an account executive, who tried to put him off.
他的電話被轉給了一個叫做弗蘭克·伯奇的業務經理，此人只想把喬布斯打發走。
Jobs called back almost every day.
之后，喬布斯幾乎每天都會打來電話。
Burge finally agreed to drive out to the Jobs garage.
最終伯奇同意了，驅車前往喬布斯的車庫與之會面，
"Holy Christ, this guy is going to be something else," he recalled thinking.
他回憶起自己當時的想法："天哪，這個人肯定是個怪胎。
"What's the least amount of time I can spend with this clown without being rude."
我跟這個小丑待在一起的時間越短越好，但是又不能顯得無禮。"
Then, when he was confronted with the unwashed and shaggy Jobs, two things hit him:
之后，當他見到邋里邋遢、不修邊幅的喬布斯時，有兩件事觸動了他。
"First, he was an incredibly smart young man.
"第一，他是個異常聰明的年輕人；
Second, I didn't understand a fiftieth of what he was talking about."
第二，他侃侃而談的東西我一句都聽不懂。"
