The Prototype
蘋果樣板店
When Jobs finally presented the idea, the board was not thrilled.
當喬布斯說出他開蘋果零售店的設想時,董事會成員并未露出喜悅之情。
Gateway Computers was going down in flames after opening suburban stores,
他們促出,捷威計算機在開了郊區的零售店之后就走向了衰落,
and Jobs's argument that his would do better because they would be in more expensive locations was not, on its face, reassuring.
但是喬布斯認為他能夠做得更好,因為蘋果零售店將開在地段更昂貴的購物中心里,不過他的分析看來并沒讓董事會放心。
"Think different" and "Here's to the crazy ones" made for good advertising slogans,
“非同凡想”和“致瘋狂的人”可以拿來做不錯的廣告詞,
but the board was hesitant to make them guidelines for corporate strategy.
但是董事會卻在猶豫是否該把它們當成公司的戰略方針。
"I'm scratching my head and thinking this is crazy,"
“我當時撓著頭想,這點子可真夠瘋狂的?!?/div>
recalled Art Levinson, the CEO of Genentech who joined the Apple board in 2000.
亞瑟·萊文森回憶說,他在2000年被喬布斯邀請加入董事會,此前他是基因泰克公司的CEO。
"We are a small company, a marginal player. I said that I'm not sure I can support something like this."
“我們是一家小公司,還比較邊緣化。我說,我不敢確定自己會支持這種做法?!?/p>
Ed Woolard was also dubious.
埃德·伍拉德當時也對此表示懷疑。
"Gateway has tried this and failed, while Dell is selling direct to consumers without stores and succeeding," he argued.
他表示:“捷威就作過這樣的嘗試,最后失敗了,而戴爾并沒開零售店,通過直銷也取得了成功?!?/div>
Jobs was not appreciative of too much pushback from the board.
喬布斯沒有把董事會的阻撓放在心上。
The last time that happened, he had replaced most of the members.
最后一次討論時,喬布斯已經換掉了董事會中的大部分成員。
This time, for personal reasons as well as being tired of playing tug-of-war with Jobs, Woolard decided to step down.
這一次,既是出于個人原因,也是因為不想再和喬布斯玩這種“拔河比賽”,伍拉德決定辭職。
But before he did, the board approved a trial run of four Apple stores.
不過在他辭職之前,董事會已經批準了開設4家蘋果零售店,進行試運營。
重點單詞 | 查看全部解釋 | |||
prototype | ['prəutətaip] |
想一想再看 n. 原型,雛形 |
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trial | ['traiəl] |
想一想再看 adj. 嘗試性的; 審訊的 |
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hesitant | ['hezitənt] |
想一想再看 adj. 遲疑的,猶豫不定的 |
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dubious | ['dju:biəs] |
想一想再看 adj. 懷疑的,可疑的 |
聯想記憶 | |
reassuring | [,ri:ə'ʃuəriŋ] |
想一想再看 adj. 可靠的;安心的;鼓氣的 v. 使放心(reas |
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strategy | ['strætidʒi] |
想一想再看 n. 戰略,策略 |
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corporate | ['kɔ:pərit] |
想一想再看 adj. 社團的,法人的,共同的,全體的 |
聯想記憶 | |
marginal | ['mɑ:dʒinəl] |
想一想再看 adj. 邊際的,末端的,僅以微弱多數獲勝的,微小的 |