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iCEO
iCEO
As he was finishing work on the "Think Different" ad, Jobs did some different thinking of his own.
當“非同凡想”廣告的制作接近尾聲時，喬布斯有了些新想法。
He decided that he would officially take over running the company, at least on a temporary basis.
他決定正式接手公司經營，至少是暫時性的。
He had been the de facto leader since Amelio's ouster ten weeks earlier, but only as an advisor.
自從10周前阿梅里奧離職之后，他一直都是頭頂“顧問”名號的實際領導者。
Fred Anderson had the titular role of interim CEO.
弗雷德·安德森只是名義上的臨時CEO。
On September 16, 1997, Jobs announced that he would take over that title, which inevitably got abbreviated as iCEO.
1997年9月16日，喬布斯宣布他將接手這個職務，臨時CEO這一名稱也被縮寫成了iCEO。
His commitment was tentative: He took no salary and signed no contract.
他的承諾顯得沒什么把握：不領薪水，也不簽合同。
But he was not tentative in his actions. He was in charge, and he did not rule by consensus.
但是他的行動卻沒有絲毫躊躇。他掌管一切，唯我獨尊。
That week he gathered his top managers and staff in the Apple auditorium for a rally,
那個星期，他把高層管理人員和員工召集到蘋果的禮堂開會，
followed by a picnic featuring beer and vegan food, to celebrate his new role and the company's new ads.
會后給他們提供啤酒和素食野餐，慶祝他的新角色和公司的新廣告。
He was wearing shorts, walking around the campus barefoot, and had a stubble of beard.
他穿著短褲，光著腳在園區走來走去，滿臉胡茬兒。
"I've been back about ten weeks, working really hard," he said, looking tired but deeply determined.
“我回來差不多10個星期了，工作非常辛苦。”他說，看起來疲憊但很堅定，
"What we're trying to do is not highfalutin.
“我們做的不是什么值得驕傲的事情。
We're trying to get back to the basics of great products, great marketing, and great distribution.
我們是在努力回到好產品、好營銷和好分銷這些最基本的東西。
Apple has drifted away from doing the basics really well."
蘋果已經忘了怎么把最基本的東西真正做好。”
