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You know... one of the things that really hurt Apple was after I left,
我離開蘋果以后，發生了一件幾乎毀掉蘋果的事
John Sculley got a very serious "disease", and that "disease",
John Sculley有個嚴重的"毛病"
I have seen other people get it too,
我在其他人身上也見到過
it's the "disease" of thinking that a really great idea is 90% of the work, and if you just tell all these other people,
那就盲目樂觀，以為光憑創意就能取得成功
"here is this great idea!", then of course they can go off and make it happen.
他覺得只要想到絕妙的主意，公司就一定可以實現
And the problem with that is that there is just tremendous amount of craftsmanship in between a great idea and a great product.
問題在于優秀的創意與產品之間隔著巨大的鴻溝
And as you evolve the great idea, it changes and grows, it never comes out like it starts.
實現創意的過程中，想法會發生變化甚至變得面目全非
Because you learn a lot more, you get into the subtleties,
因為你會發現新東西，思考也更深入
you also find ... There's tremendous trade-offs that you have to make,
你不得不一次次權衡利弊，做出讓步和調整
I mean you know there are just certain things you can't make electrons do,
總有些問題是電子設備解決不了的
there are certain things you can't make plastic do, or glass do, and... or factories do, robots do, and you get into all these things,
是塑料、玻璃材料無法實現的，或者是工廠和機器人做不到的
designing a product is keeping 5000 things in your brain.
設計一款產品，你得把五千多個問題裝進腦子里
These concepts, and fitting them all together in... and kind of continuing to push and fit them together and in new and in different ways to get what you want.
必須仔細梳理，嘗試各種組合，才能獲得想要的結果
And everyday you discover something new that is new problem or new opportunity to fit these things together a little differently.
每天都會發現新問題，也會產生新靈感
It's that process that is the magic.
這個過程很重要。
