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Jobs liked to tell the story -- and he did so to his team that day
喬布斯喜歡向人們講述故事--那天，他對團(tuán)隊(duì)也講了這些故事，
about how everything that he had done correctly had required a moment when he hit the rewind button.
他所做的每件漂亮事都曾有過返工的時候。
In each case he had to rework something that he discovered was not perfect.
當(dāng)他覺得不夠完美時，就會重來。
He talked about doing it on Toy Story, when the character of Woody had evolved into being a jerk,
他講到了在制作《玩具總動員》的時候，胡迪這個角色原本是一個令人討厭的家伙；
and on a couple of occasions with the original Macintosh.
還有麥金塔的制造過程中也出現(xiàn)過一些問題。
"If something isn't right, you can't just ignore it and say you'll fix it later," he said. "That's what other companies do."
他說：“如果你發(fā)現(xiàn)有些事做得不對，你不能只是忽略它，然后說‘以后再處理’，這是其他公司的做法。”
When the revised prototype was finally completed in January 2001, Jobs allowed the board to see it for the first time.
蘋果樣板店終于在2001年1月完成了改裝工作，喬布斯首次請董事會前往參觀。
He explained the theories behind the design by sketching on a whiteboard;
他先是在白板上向大家講述了他的設(shè)計理念，
then he loaded board members into a van for the two-mile trip.
然后帶大家乘面包車前往兩英里外的樣板店。
When they saw what Jobs and Johnson had built, they unanimously approved going ahead.
在了解了喬布斯和約翰遜建好的商店之后，大家一致批準(zhǔn)讓項(xiàng)目繼續(xù)進(jìn)行。
It would, the board agreed, take the relationship between retailing and brand image to a new level.
董事會認(rèn)為，看到蘋果零售店將把零售和品牌之間的關(guān)系提升到一個新的高度。
It would also ensure that consumers did not see Apple computers as merely a commodity product like Dell or Compaq.
同時也能確保消費(fèi)者不會把蘋果電腦看成戴爾或康柏那樣的大眾化商品。
Most outside experts disagreed.
但大多數(shù)外界專家都不看好。
"Maybe it's time Steve Jobs stopped thinking quite so differently,"
“也許這次喬布斯不再‘非同凡想’了，”
Business Week wrote in a story headlined "Sorry Steve, Here's Why Apple Stores Won't Work."
《商業(yè)周刊》發(fā)表了一篇題為“抱歉，史蒂夫，這就是蘋果零售店無法成功的原因”的文章。
Apple's former chief financial officer, Joseph Graziano, was quoted as saying,
蘋果的前首席財務(wù)官約瑟夫·格拉齊亞諾的話也被引用到文章中：
"Apple's problem is it still believes the way to grow is serving caviar in a world that seems pretty content with cheese and crackers."
“蘋果公司的問題就在于，他們?nèi)匀徽J(rèn)為成長的秘訣是--當(dāng)這個世界已經(jīng)格外滿定于奶酪和脆餅時，他們應(yīng)該去賣魚子醬?！?/div>
And the retail consultant David Goldstein declared,
零售顧問戴維·格斯丁也斷言道：
"I give them two years before they're turning out the lights on a very painful and expensive mistake."
“不出兩年他們就會閉門歇業(yè)，并為這個錯誤付出痛苦而沉重的代價。”
