CHAPTER FOURTEEN

第十四章

ENTER SCULLEY

斯卡利來了

The Pepsi Challenge

百事挑戰

With John Sculley, 1984

The Courtship

求愛

Mike Markkula had never wanted to be Apple’s president. He liked designing his new houses, flying his private plane, and living high off his stock options; he did not relish adjudicating conflict or curating high-maintenance egos. He had stepped into the role reluctantly, after he felt compelled to ease out Mike Scott, and he promised his wife the gig would be temporary. By the end of 1982, after almost two years, she gave him an order: Find a replacement right away.

邁克·馬庫拉從來就沒想過要當蘋果公司的總裁。他喜歡設計自己的新房子，駕駛自己的私人飛機，靠股票期權過著豪華的生活；他并不喜歡裁決糾紛，也不喜歡領導一群很難伺候的自我主義者。他之前被迫趕走了邁克·斯科特，然后很不情愿地當上了總裁，他答應過妻子，這份差事只是暫時的。到1982年底，馬庫拉已經在這個職位上干了差不多兩年，妻子給他下了最后通牒：馬上尋找接班人。

Jobs knew that he was not ready to run the company himself, even though there was a part of him that wanted to try. Despite his arrogance, he could be self-aware. Markkula agreed; he told Jobs that he was still a bit too rough-edged and immature to be Apple’s president. So they launched a search for someone from the outside.

喬布斯知道自己還沒有能力管理公司，雖然他躍躍欲試。喬布斯很髙傲，但他還是有自知之明的。馬庫拉也贊成喬布斯的想法。他告訴喬布斯，要擔任蘋果公司的總裁，他還稍顯毛矂、不成熟。于是，他們開始在公司外尋找合適的人選。

The person they most wanted was Don Estridge, who had built IBM’s personal computer division from scratch and launched a PC that, even though Jobs and his team disparaged it, was now outselling Apple’s. Estridge had sheltered his division in Boca Raton, Florida, safely removed from the corporate mentality of Armonk, New York. Like Jobs, he was driven and inspiring, but unlike Jobs, he had the ability to allow others to think that his brilliant ideas were their own. Jobs flew to Boca Raton with the offer of a $1 million salary and a $1 million signing bonus, but Estridge turned him down. He was not the type who would jump ship to join the enemy. He also enjoyed being part of the establishment, a member of the Navy rather than a pirate. He was discomforted by Jobs’s tales of ripping off the phone company. When asked where he worked, he loved to be able to answer “IBM.”

他們最中意的人是唐·埃斯特里奇（DonEstridge）,他白手起家，創建了IBM的個人電腦部門，并且開創了這條產品線。盡管喬布斯及其團隊對此不屑一顧，但如今其銷售量已經超過了蘋果。埃斯特里奇為保護其團隊免受紐約州阿蒙克市IBM總部企業文化的影響，將其公司設立在佛羅里達州的博卡拉頓。和喬布斯一樣，埃斯特里奇富有上進心，能啟發靈感，才思敏捷，還有一點兒叛逆。而和喬布斯不同的是，他能夠讓別人覺得他的一些絕妙想法也是他們的。喬布斯飛到博卡拉頓，開出了100萬美元薪水外加100萬美元簽約獎金的條件，但是埃斯特里奇拒絕了他。±矣斯特里奇不是那種會投敵的人，而且，他也愿意做機構的一部分，喜歡做海軍，而不是海盜。喬布斯講述的當年用藍盒子盜打電話的故事，讓埃斯特里奇覺得很不舒服。當別人問起他在哪兒工作時，他喜歡那種說出“IBM”這個名字的感覺。

So Jobs and Markkula enlisted Gerry Roche, a gregarious corporate headhunter, to find someone else. They decided not to focus on technology executives; what they needed was a consumer marketer who knew advertising and had the corporate polish that would play well on Wall Street. Roche set his sights on the hottest consumer marketing wizard of the moment, John Sculley, president of the Pepsi-Cola division of PepsiCo, whose Pepsi Challenge campaign had been an advertising and publicity triumph. When Jobs gave a talk to Stanford business students, he heard good things about Sculley, who had spoken to the class earlier. So he told Roche he would be happy to meet him.

于是，喬布斯和馬庫拉找來社交廣泛的企業獵頭格里·羅齊（GerryRoche）,幫他們另擇人選。他們決定不局限在科技髙管這個圈子里。他們需要的是一位懂得廣告宣傳和市場研究的消費產品營銷專家，得有大企業人士的風范，能在華爾街吃得開。羅齊將目光鎖定在當時最紅的消費產品營銷奇才、百事公司百事可樂部門總裁約翰·斯卡利（JohnSculley）的身上，他的百事挑戰（PepsiChallenge）系列推廣活動在廣告宣傳方面曾經取得了巨大的勝利。喬布斯在給斯坦福大學商學院的學生們演講時，聽到了一些關于斯卡利的好話，斯卡利之前也曾在這個班做過演講。于是喬布斯告訴羅齊他很樂意見見斯卡利。

Sculley’s background was very different from Jobs’s. His mother was an Upper East Side Manhattan matron who wore white gloves when she went out, and his father was a proper Wall Street lawyer. Sculley was sent off to St. Mark’s School, then got his undergraduate degree from Brown and a business degree from Wharton. He had risen through the ranks at PepsiCo as an innovative marketer and advertiser, with little passion for product development or information technology.

斯卡利的背景和喬布斯很不一樣。他的母親是曼哈頓上東區一位很有身份的夫人，·出門會戴上白手套！他的父親是一位體面的華爾街律師。斯卡利被送到圣馬克學校讀書，后來在布朗大學（BrownUniversity）獲得了本科學位，在沃頓商學院獲得了商學學位。作為一名富有創新力的營銷和廣告專家，他在百事公司步步高升，但對產品開發和信息技術卻沒有什么熱情。

Sculley flew to Los Angeles to spend Christmas with his two teenage children from a previous marriage. He took them to visit a computer store, where he was struck by how poorly the products were marketed. When his kids asked why he was so interested, he said he was planning to go up to Cupertino to meet Steve Jobs. They were totally blown away. They had grown up among movie stars, but to them Jobs was a true celebrity. It made Sculley take more seriously the prospect of being hired as his boss.

斯卡利為了看望他和前妻所生的兩個十幾歲的孩子，飛到洛杉磯過圣誕節。他帶孩子們去了一家電腦商店，那里的產品營銷之糟糕讓斯卡利覺得非常驚訝。孩子們問他為什么這么感興趣，他說他正打算北上庫比蒂諾會見史蒂夫·喬布斯。孩子們驚嘆不已。盡管是在電影明星聚居地長大的，但對他們來說，喬布斯才是真正的名人。這讓斯卡利對于去蘋果公司擔任喬布斯老板的事情格外上心。

When he arrived at Apple headquarters, Sculley was startled by the unassuming offices and casual atmosphere. “Most people were less formally dressed than PepsiCo’s maintenance staff,” he noted. Over lunch Jobs picked quietly at his salad, but when Sculley declared that most executives found computers more trouble than they were worth, Jobs clicked into evangelical mode. “We want to change the way people use computers,” he said.

斯卡利初到蘋果公司總部時，那里平實的辦公室和輕松的氛圍讓他大吃一驚。“大多數人都穿著隨意，甚至沒有百事公司的維護人員正式。”他說道。午餐時，喬布斯靜靜地撥弄著盤子里的沙拉，但當斯卡利聲稱大多數主管都覺得計算機帶來的麻煩比用處多的時候，喬布斯突然用一種傳道士的口吻說：“我們想要改變人們使用計算機的方式。”