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When Johnson came back in January 2000 to be interviewed again, Jobs suggested that they take a walk.
2000年1月，約翰遜來參加第二輪面試，喬布斯建議他們一起出去走走。
They went to the sprawling 140-store Stanford Shopping Mall at 8:30 a.m.
早上8點半，他們去了斯坦福購物中心，里面有140家商鋪。
The stores weren't open yet, so they walked up and down the entire mall repeatedly and discussed how it was organized,
當時這些商鋪都還沒開門，于是他們一邊在里面上上下下地走來走去，一邊討論著購物中心的布局、
what role the big department stores played relative to the other stores, and why certain specialty shops were successful.
大型購物中心相對于其他商店來說扮演了什么角色，以及某些專賣店成功的原因。
They were still walking and talking when the stores opened at 10, and they went into Eddie Bauer.
他們一直談論到上午10點，商鋪紛紛開門了，他們先去了艾迪堡。
It had an entrance off the mall and another off the parking lot.
這家商鋪有兩個入口，一個直接面對購物中心內部，另一個連著停車場。
Jobs decided that Apple stores should have only one entrance, which would make it easier to control the experience.
喬布斯說蘋果零售店只能有一個入口，這樣能夠更好地控制顧客體驗。
And the Eddie Bauer store, they agreed, was too long and narrow.
他們一致認為艾迪堡的商鋪過于狹長。
It was important that customers intuitively grasp the layout of a store as soon as they entered.
而最好的情況是讓顧客一進來就能了解店鋪的整體布局。
There were no tech stores in the mall, and Johnson explained why:
在這家購物中心里沒有科技類的店鋪，約翰遜將原因解釋為：
The conventional wisdom was that a consumer, when making a major and infrequent purchase such as a computer
傳統觀念認為，當消費者要買計算機這種大件的，又不經常購買的商品時，
would be willing to drive to a less convenient location, where the rent would be cheaper.
他們還是愿意開車去交通不太便利的地方，因為那邊的租金會便宜些。
Jobs disagreed. Apple stores should be in malls and on Main Streets
喬布斯不同意這個說法。他認為蘋果零售店應該開在繁華街區的購物中心里，
in areas with a lot of foot traffic, no matter how expensive.
那種區域行人多，無論租金有多貴。
"We may not be able to get them to drive ten miles to check out our products, but we can get them to walk ten feet," he said.
他說：“我們不能讓顧客開10英里的車去看我們的產品，而是要在10步之內。”
The Windows users, in particular, had to be ambushed:
尤其是Windows用戶，一定要給他們設好埋伏。
"If they're passing by, they will drop in out of curiosity,
“如果路過這里，他們會出于好奇心走進來，
if we make it inviting enough, and once we get a chance to show them what we have, we will win."
如果我們把店面做得足夠吸引人，一旦我們有機會向他們展示我們的產品，我們就贏了。”
