THIN TI GN D

L i ta

Leander Kahney

Chng ti lun mong mun nhn c nhng kin ng gp ca qu v c gi sch ngy cng hon thin hn. Gp v sch, lin h v bn tho v bn dch: publication@alphabooks.vn Lin h v dch v bn quyn: copyright@alphabooks.vn

STEVE JOBSThin ti gn d v Cu chuyn thn k v qu toNguyn c Vin dchINSIDE STEVES BRAIN Copyright 2007, 2003, 1999, 1996, 1990, 1985, 1981, 1975, 1973 by W.W. Norton & Company, Inc. All rights reserved including the rights of reproduction in whole or in part in any form. STEVE JOBS - THIN TI GN D V CU CHUYN THN K V QU TO Bn quyn ting Vit 2010 Cng ty Sch Alpha Khng phn no trong xut bn phm ny c php sao chp hay pht hnh di bt k hnh thc hoc phng tin no m khng c s cho php trc bng vn bn ca Cng ty Sch Alpha. Ba: Nguyn c V Bin tp vin Alpha Books: o Qu Anh

NH XUT BN THI I 23

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BI H C T STEVE Ch cng tc vi nhng chuyn gia hng A v sa thi nhng k tm thng: Nhng nhn vin ti nng lun l li th cnh tranh a bn tin trc i th. Khi dy nhng phm cht tt nht ca con ngi, sn phm v qung co u t vo con ngi. Sau khi tr li Apple, tin hnh ct gim bt sn phm, Jobs Steve ha tt c cc d n, nhng Jobs vn gi li nhng ngi tt nht. Lm vic trong cc i hnh nh. Jobs khng thch cc i hnh hn mt trm ngi, bi v chng s kh c trng im v kh kim sot. ng nghe ngi ba phi. Tranh lun v tho lun s to ra nhng suy ngh sng to. Jobs mun cc i tc th thch tng ca mnh. Tham gia vo cuc u tr. Jobs a ra quyt nh bng vic u tranh xoay quanh cc tng. N rt kh khn v y thch thc, nhng li hiu qu. Hy cho cng s ca bn c t do. Jobs dnh

5AM M: DU N Ti mun to du n Steve Jobs

ch o qu trnh sa i thnh cng h thng hot ng ca Apple vi OS X v s ra i ca mt chui ca hng bn l cn non tr trong sut mt vi thng. Apple ang hi sinh, nhng hng vn cha pht t. iu lm thay i cc din chnh l s ra mt ca iPod vo thng 10/2001. iPod l mt thit b a nng. l chic my nghe nhc MP3 gn nh. l s kt hp v i gia cc phn cng, phn mm v cc dch v trc tuyn khc. l sn phm a Apple hi sinh. Nhng i vi Jobs, thit b ny ch yu nhm

V

o ma thu 2000, Jobs cho ra mt mt chui cc sn phm ni ting v bnh n c cng ty. Jobs

cho cc cng s ca mnh rt nhiu c hi pht trin ti a kh nng sng to.

182

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lm phong ph thm cuc sng ca con ngi bng m nhc. Khi pht biu trn t Rolling Stone nm 2003, Jobs ni: Chng ti rt may mn Chng ti ln ln trong mt th h m m nhc l mt phn gn b mt thit vi cuc sng. S gn b khng kht hn so vi thi trc, v c l cn hn c ngy nay, bi v ngy nay cn c rt nhiu th vui khc na. Thi chng ti khng c cc tr chi video. Chng ti cng khng c my tnh c nhn. Gi th c qu nhiu th ngi dng c th la chn. Nhng, mc d vy, m nhc thc s ang c pht minh li trong thi i s ha ny, v iu mang m nhc tr li vi cuc sng ca con ngi. l mt iu tuyt vi. V vi s nh b ca ring mnh, chnh l cch m chng ti n lc bin th gii ny thnh mt thin ng tt hn Hy ch n nhng dng cui cng: chnh l cch m chng ti n lc bin th gii ny thnh mt thin ng tt hn. Trong tt c mi iu m Jobs lm, u hm cha mt tuyn ngn v s mnh. Mi ni mi lc trong ngh nghip ca mnh, Steve Jobs lun truyn cm hng cho cc nhn vin, li cun cc nh pht trin phn mm, v lay ng ngi tiu dng bng vic a ra mt xu hng cao hn. i vi Jobs, nhng lp trnh vin khng ch lao ng nhm to ra mt phn mm tin ch; m h ang c gng thay i th gii. Khch hng ca Apple mua Mac khng ch lm vic; m h thc hin mt s la chn tinh thn chng li s c quyn gh gm ca Microsoft. 184

V ging nh cc tn chn chnh, Jobs y am m vi cng vic ca mnh. Jobs khng h mi lng trc nhn vin thuc cp ca mnh. Jobs bit mnh mun g v s tm mi cch t c iu . L k thay, rt nhiu cng s ca Jobs li thch c ng la mng. Hoc t ra, h thch ci hiu ng m ng to ra cho cng vic ca h. H cm kch s am m ca Jobs. Jobs hng h ti iu ln lao v h hc c rt nhiu t . Mt b quyt ca Jobs l: D c l g cng khng sao, min sao bn thch l c. Bin th gii thnh mt thin ng tt hn l mt cu ni kinh in ca Jobs. Nm 1983, Apple k nim sinh nht ln th 6 ca mnh v tng trng rt mnh. Apple chuyn bin rt nhiu, t thi khi s ti Silicon Valley c in, di s iu hnh ca mt lp ngi tr tui ph cch, tr thnh mt tp on ln vi nhng khch hng kch x. Apple cn mt doanh nhn dy dn kinh nghim qun l. Jobs mt nhiu thng li ko John Sculley v iu hnh cng ty. Nhng Sculley khng d b thuyt phc khi cho rng s l khn ngoan khi ri b mt cng ty c uy tn ln nh PepsiCo sang mt cng ty mi y ri ro nh Apple. Nhng, Sculley vn b cm d. My tnh c nhn s l sn phm ca tng lai. Jobs v Sculley gp g nhau rt nhiu ln Silicon Valley v New York. Cui cng, mt m, t ban cng cn h sang trng ca Jobs ta nh San Remo nhn v pha Cng vin Trung tm, t nhin Jobs quay v pha ngi i thoi gi dn hn v ni y thch thc: Anh mun bn nc ng c i hay anh mun thay i th gii? 185

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c l l mt li thch thc ni ting nht trong lch s kinh doanh hin i. Trong cu hi cha ng s ng chm, cho mi, s t vn lng tm, v thch thc tm l. Tt nhin, cu hi lm day dt Sculley n tn y lng, lm ng suy ngh, trn trc gh gm. Cui cng, Sculley khng th khng c c li thch thc ca Jobs. Sculley ni: Nu ti khng nhn li, ti s phi mt c phn i cn li ca mnh t vn rng liu mnh c a ra mt quyt nh sai lm hay khng?

nhng th v i nht c th, Andy Hertzfeld, mt trong nhng lp trnh vin iu hnh nhm, chia s. Jobs ni vi nhm Mac rng h l nhng ngi ngh s, ang kt hp cng ngh vi vn ha. Jobs thuyt phc rng h l nhng ngi duy nht thay i b mt ca cng ngh tin hc, v tht vinh hnh khi ang thit k mt sn phm c tnh t ph nh vy. V khonh khc rt c bit, nn tt c chng ta s cng nhau to ra sn phm mi ny, Jobs vit trong mt bi x lun thuc n bn chnh ca tp ch Macworld nm 1984. Ri cc bn s thy, l iu tt nht chng ta lm c trong i. iu tin on tr thnh hin thc. Mac l s t ph cch mng trong tin hc. Nhng iu c l ging nh mt tn iu vy. Mac ch l mt trong s hng chc chic my tnh ganh ua nhau ang c pht trin trong thi k . Chng c g m bo n s tt hn, hoc thm ch n s c tung ra th trng. Nhm Mac vn tip tc tin vo li thuyt phc ca Jobs. H a rng nim tin ca h i vi nhng g m Jobs ni ging nh nim tin t vo cc th lnh tinh thn truyn gio. Nhng Jobs truyn cho nhm Mac ca mnh mt s am m i vi cng vic, mt iu rt quan trng khi n lc pht minh ra cc cng ngh mi. Nu khng, nhn vin s mt i nim tin vo d n m phi mt nhiu nm mi thu c thnh qu. Nu khng c s am m vi cng vic, h s khng cn hng th v t b cng vic . Nu cc bn khng tht s am m, cc bn s khng tn ti c Jobs ni: Cc 187

90 gi/1 tun m vn thch.

Nhm pht trin Mac u tin l nhm cu vin s v cck thut vin ngho nghin cu cc cng trnh khim tn lin quan n radar. H c qu t c hi c th gt hi c vinh quang cho n khi Jobs xut hin. Ngay t lc khi s, Jobs thuyt phc i ng ny rng h ang to ra mt th cch mng. khng ch l mt my tnh nh gn hay mt vn k thut y thch thc. Giao din ha tin ch ca Mac s mang li cuc cch mng trong ngnh tin hc. Ln u tin, my tnh c th n vi nhng cng chng khng am hiu v k thut. Cc thnh vin ca Mac lm vic qun qut trong sut 3 nm v d cho Jobs c la mng h, nhng ng vn ln dy ct tinh thn bng cch thuyt phc rng h c mt s mnh cao c hn. Mc tiu khng bao gi l nh bi cc i th cnh tranh, hay to ra nhiu li nhun; Mc tiu chnh l lm nn 186

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bn s t b cng vic ; v vy cc bn phi c mt tng hay vn g m mnh thc s quan tm v yu thch; nu khng cc bn s khng kin nhn theo ui cng vic n cng. Ti ngh thc s l mt iu quan trng. S am m ca Jobs chnh l chin lc tn ti. Rt nhiu ln khi Jobs v Apple th mt tng mi, s c mt s ngi tin rng n s tr thnh hin thc, nhng phn ng chung phn ln l hoi nghi. Nm 1984, giao din ha u tin ca Mac c phn ng coi nh chi. Bill Gates bn khon vic liu ngi dng c mun s dng my tnh mu. Ban u gii ph bnh ku gi Apple hy khai ph iPod. Nu khng c nim tin vng bn i vi ch hng ti ca mnh, mt nim am m vi iu mnh ang lm, s l mt kh khn ln hn nhiu Jobs khng c li nhng nh ph bnh. Jobs pht biu trn t Rolling Stone: Ti lun thch th vi nhng thay i cch mng. Ti khng bit ti sao li th. Bi v chng kh khn hn. Chng to ra s cng thng tinh thn ln hn. V bn thng phi vt qua giai on khi mi ngi u ni rng bn s hon ton tht bi. Vic truyn cho cc nhn vin nim am m v iu m cng ty ang lm mang li mt hiu qu rt thc t: cc nhn vin vui v lm vic nhiu gi lin tc, thm ch ngang nga vi cc tiu chun v chng nghin lm vic. Nhm Mac lm vic vt v nh vy bi v Jobs cho h nim tin rng Mac l sn phm ca h. Chnh s sng to v cng vic ca h mang sn phm ny n vi cuc sng v h s to ra mt nh hng rt su sc. Th hi cn ng lc no tt hn th? 188

Apple, cng ngh l mt mn th thao ng i. Nhm pht trin Mac lm vic y tn ty n mc tr thnh mt biu tng c vinh danh. Tt c h u mc chic o in dng ch 90 gi/1tun m vn thch.

Anh hng/ K b i

Nhiu nhn vin ca Apple thc s tin tng rng hngang to ra mt du n. H cm thy Apple ang dn u v cng ngh, to ra cc xu hng, v khai ph nhng min t mi. Tr thnh mt phn ca cng vic ny qu l th v. Mt ngi tng lm cho Apple ni: Mi ngi rt tin vic Apple ang thay i th gii ny. Khng phi tt c mi ngi u tin l 100%, nhng h cho rng hng c th. i vi ngi k s, nhng g m Apple ang lm iu rt hp dn. Lun c mt iu g th v sp n. Cng ty c mt bc to l thng. Apple, mt nn vn ha lin hip tn ti t trn xung di, bt u t Jobs. Chnh bi v Jobs t ra yu cu cao i vi nhng nhn vin trc tip ca mnh, do cc gim c trung tm ca Apple cng lun i hi nhn vin ca h c hiu sut lm vic cao tng ng. iu ny to ra s lo ngi. Mi ngi u trong tnh trng lun lo s b mt vic lm. Ngi ta gi l ngi hng/k b i. Ngy hm nay bn l ngi hng; hm sau bn l k b i. NeXT, nhn vin ca Jobs gi l ngi hng/k b i. Mt ngi tng lm vic cho Apple ni: Bn sng v nhng ngy mnh l ngi 189

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hng v c gng vt qua nhng ngy mnh l k b i. C thng hoa tt cng v cng c y su v tn. Theo mt s nhn vin m ti c gp g cho rng Apple lun c mt s cng thng lin tc gia ni s hi b sa thi v ni kht khao chy bng mong to c du n. Edward Eigerman, mt k s tng lm vic cho Apple th l: So vi bt k ch no ti lm vic trc hay t v sau ny, ti thy Apple lun thng trc ni lo b sa thi. Nu bn hi mt ng nghip ca mnh: Ti c th gi th in t hay tp tin v bn bo co ny? Anh ta s p li: Anh c th lm bt k nhng g anh mun vo ngy cui cng mnh Apple. Eigerman c 4 nm lm vic ti Apple vi vai tr l mt k s trong mt vn phng bn hng New York. Cc ng nghip ca Eigerman b cho ngh vic v l do ny hoc l do khc, nhng hu ht l v cc vn c lin quan n hiu sut cng vic, kiu nh khng hon thnh ch tiu h ra. Nhng mt khc khng ai mun ri b cng vic. Mc d lm vic ti Apple lun cng thng v nhiu i hi, nhng mi ngi u yu cng vic ca mnh v cc k trung thnh vi cng ty v vi Steve Jobs. Eigerman cho rng: Mi ngi thch lm vic . H vui vi cng vic. C rt nhiu nim am m. Mi ngi thch cc sn phm. H thc s tin vo sn phm. H vui v nhng g ang lm. D cho c kht khao, nhng nhng nhn vin khng t ra b cung m. Trong tm thc, h kim ch, trnh mnh khi 190

cc loi cung si. Ti bui phng vn, iu ti t nht m ng vin c th ni l: Ti lun rt thch lm vic ti Apple, hoc Ti lun l ngi cc k hm m Apple. l nhng iu cui cng m nhng nhn vin ca Apple mun nghe. H thch coi nhau l nhng ngi im m p lc tr thnh ngi hng/k b i s khng th no chp nhn c nu cc nhn vin khng b hp dn khi c lm vic ti Apple. Bn cnh vic mun to ra du n, cc nhn vin u mun c c c quyn khc khi lm vic ti y, bao gm lm vic vi nhng cng s c nng lc v th thch vi nh cao cng ngh.

Rt nhiu quyn c mua c phiu u i

Mt trong nhng c quyn tt nht dnh cho cc nhnvin ca Apple chnh l c mua c phiu u i. iu cng tr nn c gi tr khi c phiu ca Apple tng ti 1.250% tnh t thi im Jobs tr li m nhn v tr CEO, theo tp ch Business Week. Apple, ngi ta him thy chuyn n chi tp th. Jobs c mt chic my bay phn lc Gulfstream c nhn, nhng hu ht cc quan chc hay gim c u i xe but ng di. Khng h c ti khon chi tiu phung ph no. S phung ph trong nhng ngy u ca Apple vi vic cho hng trm nhn vin bn hng i ngh ti khu ngh mt Hawaii trong 1 tun t lu khng cn na. Nhng, hu ht cc nhn vin chnh thc ca Apple u nhn c c quyn mua c phiu u i. Tt c u c 191

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quyn ny khi gia nhp cng ty. Sau mt thi gian lm vic, thng l mt nm, cc nhn vin s c php mua mt lng c phiu vi gi thp. Khi h bn nhng c phiu ny, s chnh lch gia gi mua v gi bn s to ra li nhun cho h. Gi c phiu cng ln cao, th s tin h c c cng nhiu. Quyn c mua c phiu vi gi u i l mt trong nhng hnh thc bi thng cho nhn vin ph bin trong ngnh cng nghip cng ngh. l cch bi thng khng phi bng tin mt, nh vy s khng tn km ng thi t nhiu m bo rng nhn vin s lm vic tch cc gia tng gi tr c phiu. Cc k s, lp trnh vin, gim c v cc nhn vin bc trung khc l nhng ngi chim phn ng trong bng lng ca Apple lun nhn c vi nghn c phiu u i. Vi gi nm 2007, s c phiu c th ng gi t 25.000 n 100.000 la, hoc nhiu hn na, iu ny ph thuc vo gi c phiu v thi gian lm vic ca nhn vin. Cc gim c iu hnh v gim c cp cao hn s c nhiu u i hn. Thng 10/2007, ph ch tch cp cao ph trch bn l ca Apple, Ron Johnson, c 700.000 c phiu, tr gi khong 130 triu -la trc thu. Theo thng tin ca y ban Chng khon v Hi oi, Johnson c u tin mua vi gi 24 -la/1 c phiu, bn ra ngay lp tc vi gi khong 185 -la. Nm 2005, Johnson thu c khong 22,6 triu la t gi c phiu u i cn nm 2004 l 10 triu -la. Apple cng c k hoch cho vn ny. Cc nhn vin c th c mua c phiu chit khu cn c vo mc lng ca 192

h. C phiu c bn vi gi thp nht trong vng 6 thng k t trc ngy mua, cng vi khon phn trm gim gi. iu ny m bo s to ra mt khon li nhun nh, nhng kh nhiu ln, nhn vin li c c mt khon tin ln t . Ti nhn c nhng thng bo v vic cc nhn vin mua nhng xe hi sang trng, trang tri n nn nh ca, v tit kim c khon tin ln gi ngn hng. Apple, ngay t rt sm chng ti cho nhn vin quyn mua c phiu u i, Jobs pht biu trn t Fortune nm 1998. Chng ti l mt trong s nhng cng ty u tin Silicon Valley lm iu ny. V khi ti tr li, ti b hu ht hnh thc khen thng bng tin mt v thay bng c phiu u i. Khng xe hi, khng my bay, khng lng thng. V cn bn, mi ngi s nhn c lng v c phiu l mt hnh thc iu hnh cng ty m HewlettPackard i tin phong v Apple, ti cho rng, l hng bin hnh ng tr thnh tro lu. Thc t, Apple gip bin quyn c mua c phiu vi gi u i tr thnh mt quy trnh bi thng chun Silicon Valley. Trong sut thi k thnh vng, quyn mua c phiu u i tr thnh quy chun ca tt c cc cng ty trong lnh vc cng ngh. N quan trng n ni, khi tr li Apple nm 1997, Jobs ngay lp tc cng quyt u tranh nh gi li c phiu u i nhm ngn chn vic nhn vin x sang cc cng ty khc. Tp ch Time, thng Tm nm c on: Jobs ni, khi phc li tinh thn, ng bn lun vi hi ng qun tr v vic h thp mc gi ca c phiu u i. Khi thnh vin ca hi ng qun tr phn i, Jobs cho h t chc. 193

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Sau , Jobs gp vn vi c phiu u i ca chnh mnh. Nm 2006, y ban chng khon tin hnh mt cuc iu tra ton din vi hn 160 cng ty, trong c Apple v Pixar, nhng cng ty c cho l nh gi trc gi tr ca c phiu u i. Theo y ban Chng khon, cc cng ty thng ti nh gi c phiu u i trc ngy m s c phiu c pht hnh thng l khi gi c phiu mc thp hn, iu ny s lm tng gi tr ca c phiu. Theo lun c v mt lut php, vic nh gi trc gi tr ca c phiu u i l khng tri lut, xong vic thng bo c phiu u i c nh gi trc khng ng quy cch l tri php lut, v theo y ban chng khon, vic ny c thc hin nhiu ni. Theo y ban chng khon, u nhng nm 2000, Jobs c thng hai khon c phiu u i ln. Vo thng 6/2006, Apple m cuc iu tra ni b ng u l hai thnh vin hi ng qun tr gm c cu ph tng thng M Al Gore v cu trng nhn vin ti chnh ca IBM v Chrysler, Jerry York. Thng 12/2006, Gore v York a ra bn bo co trong xc nh Jobs khng h c hnh vi sai tri, mc d bn bo co ny cng tha nhn rng Jobs c bit v vic nh gi trc c phiu mt mc nht nh. Tuy nhin, Jobs khng nhn ra c nhng h ly thanh ton. Bn bo co lun ti nh gi trc c phiu cho hai quan chc khng cn lm vic cho cng ty, sau c nh danh l cu tng lut s Nancy Heinen v cu CFO Fred Anderson. Trong thng 12, Apple thng bo li khon thu v bi hon 84 triu -la. Nm 2008, vn dng nh lng du khi B T php Hoa K dng cuc iu tra v hp ng la chn c phiu c 194

nh gi trc v Apple gii quyt xong v kin tng ca nhm c ng bt bnh. Do c tng quyn mua c phiu u i lin tc, nn cc nhn vin lm vic cho Apple trong nhiu nm s tch ly c nhiu tin trong cng ty. Vi hu ht cc nhn vin, khng cn ng c no tt hn l bo v quyn li ca cng ty. Do , nhiu nhn vin cho bit l h rt hnh phc khi c cng nhau bo v v cng c cc quy tc trong cng ty. Mt ngi giu tn ni rng anh ta thch a thng tin v nhng ng nghip lm tht thot k hoch v sn phm ca Apple cho gii bo ch. Nhn vin ny ch im trang blog Engadget, khi nm 2006 tung ra tin n rng iPhone s b hon thi im ra mt. Li n sai tri ny lm c phiu ca Apple gim 2,2% tng ng mc tht thot 4 triu -la. Ngi nhn vin cho bit: Ti c ngha v bt di bt dch l ngn chn cc hnh ng kiu nh vy. Bn cnh , Eigerman ni mnh bit c mt s ngi trong Apple lun gi thng tin hay hnh nh ln trang mng vi tin n v Apple. Eigerman bn khon l ti sao ai li dm liu lnh vi ngh nghip ca mnh, c th dnh vo cc v kin hnh s hoc dn s, gi cc k hoch v hnh nh v sn phm ln mt trang mng no . Khng c v g v vic h c tr tin cho nhng thng tin cung cp. Eigerman cho bit i vi ti, rt iu l lng. S ri ro l rt ln. Liu ai s lm vic ? Vic lm ny tht l lng vi ti.

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Chin thut Cy gy v c c rt

Jobs ni ting vi tnh cch kh chu ca mnh, nhng sthu ht m Jobs to ra cng rt ln. Jobs s dng chin thut cy gy v c c rt buc i ng nhn vin c th to ra sn phm ng cp nht. Jobs khng bao gi bit tha hip, v sn phm lun phi t tiu chun cao nht. i khi Jobs theo ui nhng iu tng chng nh khng th, v bit rng rt cuc mi vn d kh khn nht cng u c th gii quyt c. Nhng Jobs c bit ti thu ht, vi kh nng thuyt phc ngi khc lm gn nh tt c mi th. Sculley rt n tng vi iu , ng tm s: Steve truyn cm hng bt tn v a ra nhng i hi v tiu chun cho i ng nhn vin ca mnh trong vic thc hin cng vic. Jobs y h ti nhng gii hn, n mc thm ch chnh h cn ngc nhin v vic ti sao h li lm c nhiu iu n vy. Jobs s hu mt kh nng thin bm trong vic nhn bit chnh xc cch thc nhm li cun ngi khc mt cch tt nht. Jobs lun trch mng h cho n khi h t c mc khng bao gi bit tha hip ging nh mnh; Jobs tn trng h bng s kiu hnh v khen ngi, ging nh mt ngi anh hin t. Sculley m t cch Jobs t chc mng thnh tu m i ng nhn vin ca mnh lm c l s nhy cm t bin. Jobs m ru vang nh du nhng bc ngot, v thng a i ng ca mnh i tham quan cc bo tng hoc trim lm. Jobs t b kiu n dt xa hoa, ch chn cc khu ngh mt t tin. t chc l Ging sinh nm 1983, Jobs m mt ba tic thnh son ti phng hp ln trong Khch sn St. Francis sang trng San Francisco. i 196

ng nhn vin Apple khiu v sut m trong m nhc Strauss do Dn nhc giao hng San Francisco chi. Jobs cho nhn vin ca mnh k vo mt trong case Mac (hp Mac), ging nh cc ngh s k danh di tc phm ca mnh. Khi nhng my tnh Mac hon thnh, Jobs cho mi ngi mt chic mang tn h. Trong nhng nm gn y, Jobs m rng m hnh ny ra ton cng ty, hoc t nht l ti ton b cc nhn vin chnh thc ca mnh. Jobs tng iPod Shuffles cho tt c cc nhn vin ca Apple, v nm 2007, tt c 21.600 nhn vin chnh thc ca Apple nhn iPhone nh mt phn qu tng. Nhng Jobs cng cc k kh tnh v th bo. Rt nhiu ln Jobs gi tc phm ca cc nhn vin l mt ng b i v nm n v pha h vi cn thnh n. Sculley ni: Ti rt ngc nhin vi cch c x ca Jobs, k c khi vic ch bai y l ng. Jobs lun buc ngi ta phi nng cao c vng v nhng g h c th lm, Sculley cho bit, mi ngi ang to ra nhng sn phm m h cha tng ngh mnh c kh nng, bi v Steve truyn cho h sc cun ht v ng lc lm vic. Jobs cho h s hng khi, v cm thy nh th mnh l mt phn ca th g cc k v i. Nhng mt khc, Jobs cng rt cay nghit khi ph bnh sn phm ca h cho n khi no Jobs cm thy rng tc phm t n mc hon ho tt.

Mt trong nhng k hm da v il mt trong nhng k hm da v i c Roderick Kramer nh tm l hc x hi Stanford tng kt 197

Jobs

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trong danh sch nhng nh lnh o kinh doanh ng s. Theo Kramer, nhng k hm da v i kch thch mi ngi thng qua s s hi v da nt, nhng khng phi kiu ng trm, m ging nhn vt ngi cha nghim khc nhiu hn, thng qua khng ch kch thch ngi ta thng qua s s hi m cn thng qua ham mun nhm tha mn bn thn. Nhng v d khc nh Harvey Weinstein ca hng Miramax, Carly Fiorina ca Hewlett-Packard, v Robert McNamara, B trng Quc phng M trong thi k Chin tranh Vit Nam. Nhng k hm da v i thng c xu hng tp trung trong cc ngnh cng nghip c nhiu ri ro nhng y danh ting nh Hollywood, lnh vc k thut, ti chnh v chnh tr. Hu ht nhng li khuyn cho lnh vc qun l sut 25 nm qua lun tp trung vo cc vn nh tnh thng v lng trc n. Nhng cun sch v vn ny khuyn khch vic xy dng i ng nhn vin bng s n cn v hiu bit ln nhau. Him c cun sch no vit rng vn ci tin hiu qu lm vic ca nhn vin cn thng qua hnh vi hm da. Nhng, nh Richard Nixon tng ni: Ngi ta phn ng li s s hi, ngi ta khng thch iu . Cuc i khng dy iu , nhng y l s thc. Ging nh nhng k hm da v i khc, Jobs cng rt mnh m. Jobs lun thc p v i hi, thng kh gay gt. Jobs c th tr nn cc sc v tn nhn. Jobs sn sng s dng sc mnh ca rn gieo ni s hi ca Cha vo k khc buc ngi khc phi hon thnh mt vn no . Cch lnh o ny rt c hiu qu trong nhng tnh hung khn 198

cp, ging nh trong thi khc chuyn i ca cng ty, khi m ngi ta cn nm ly quyn v tin hnh nhng chuyn bin thn tc. Nhng nh Jobs cho thy, cch lnh o ny t ra rt c hiu qu trong vic a sn phm n vi th trng mt cch nhanh chng. Kramer nhn ra rng nhiu nh lnh o kinh doanh mong mun c c quyn lc nh vy. ng l nh th, h i x vi nhn vin bng s cng bng v lng trc n, v h nhn c s yu qu t nhn vin ca mnh nhng rt nhiu khi h thch hm da buc nhn vin thc hin iu g theo yu cu. Jobs thng s dng nhng bin php mnh, c bit khi cn tr. Larry Tessler, tng l nghin cu vin ti Apple ni Jobs lun to ra ng thi ni s hi v nim knh trng. Khi Jobs ri b Apple vo nm 1985, mi ngi trong cng ty u c nhng cm xc tri ngc nhau v vn ny. C nhng ngi tng b Steve Jobs da vo thi im no th lc ny h cm thy nh c s ci b tm l ng k. Nhng Tessler cho rng cng chnh nhng ngi ny lun t r mt s knh trng ng n i vi Steve Jobs, v lc tt c h u lo lng rng iu g s n vi cng ty khi khng cn mt ngi c tm nhn, mt nh sng lp v mt th lnh tinh thn nh Jobs. S gin d i khi c bc l r rng. Jobs lun cng khai ch trch nhng nhn vin yu km nhm to ra hiu ng i vi ton b t chc. i tng George S. Patton tng luyn tp trc gng c c sc mt uy nghim ca tng. Reggie Lewis, mt doanh nhn, cng tha nhn rng ng 199

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phi luyn tp v quc mt trc gng c th s dng trong cc phin m phn kh khn. Thi tc gin c ch l mt iu rt ph bin cc chnh tr gia m Kramer gi l trng thi gin x lng nhm. Jobs s hu mt tr tu chnh tr sc bn, c Kramer gi l mt khun mu in hnh v uy nghim ca mt tr tu lnh o. Jobs l mt thm phn nhn tm tuyt vi. Jobs nh gi ngi khc, mt cch khch quan v tng qut, nh cng c hnh ng, nh ci cch t c iu mong mun. Kramer miu t bui phng vn do Mike Ovitz, mt nhn vt ng s ti Hollywood ngi thnh lp Hi Ngh s Sng to trong nh my in nng lng ch tr. Ovitz ngi trc ng vin trong nng chiu bng lng v lin tc gi in hng dn th k ca mnh. Ovitz to ra cc qung ngt li lin tc trc khi kim tra ng vin. Ovitz mun cc ng vin lin tc phi cnh gic v xem cch h ng x nh th no trc nhng s ngt qung nh vy. Jobs cng lm iu tng t nh th: Rt nhiu ln trong mt bui phng vn ti s c gy phin lng cho cc ng vin; ti ch trch cng vic trc ca h, ti s lm vic lt vt, v xem h s phn ng nh th no. Ti s bnh phm, kiu: Cha i, ha ra l mt qu bom. ha ra l mt sn phm ti. Ti sao anh li tip tc lm n?... Ti mun xem ng vin s phn ng nh th no trc p lc. Ti mun xem liu h ch bit lng nghe hay h s phn ng cho nim tin v nim kiu hnh v nhng iu mnh lm. 200

Mt gim c iu hnh nhn s (HR) cp cao ca Sun k li trn t tp ch Upside bui phng vn vi Jobs. C ny vt qua hn 10 ln phng vn vi cc v gim c iu hnh cp cao ca Apple trc khi ti cuc phng vn ca Jobs. Ngay lp tc, Jobs quyt nh khng chn c: Jobs ni vi ti l lch ca ti khng ph hp vi v tr ny. Sun l mt v tr tt, nhng Sun khng phi l Apple. Jobs ni s loi ti ngay t vng s tuyn. Jobs hi ngi ph n liu c c bt k mt cu hi no khng, v th l c cht vn Jobs v chin lc tp th. Jobs i khi tr li: Chng ti ch xy dng chin lc ca mnh trn nn tng cn bit. V vy, c li hi Jobs ti sao cn ti mt gim c iu hnh nhn s. Mt li nghim trng. Jobs p: Ti cha bao gi gp ngi no nh c. Ti cha bao gi bit mt ngi lm v nhn s c nng lc nhng tm l li tm thng vy. Sau Jobs c in thoi v ngi ph n kia b loi. Nu ngi ph n khng ng x nh vy, th c l nhn c mt kt qu kh quan hn nhiu. Ly v d mt n bn hng ca Apple b Jobs qu mng cng khai ti mt trong nhng bui hp bo co doanh thu hng nm ca hng. Hng nm, hng trm i din bn hng ca Apple s hp trong mt vi ngy, thng l ti Trung tm Cupertino ca Apple. Nm 2000, khong 180 i din bn hng ngi trong khn phng ti tr s ca Apple i nghe bi pht biu khch l tinh thn t ngi ng u. Apple va mi thng bo thua l ln u tin trong 3 nm. Ngay lp tc, Jobs e da sa thi ton b i ng bn hng. Tt c mi 201

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ngi! Jobs lp li ip khc e da ny t nht 4 ln trong sut bi pht biu di mt gi ca mnh. Jobs cng ch ch danh n gim c bn hng ngi m nhim cng tc ny ti Pixar mt cng ty khc ca Jobs trong cng thi im v trc tt c mi ngi Jobs ni m ln rng: C ang khng lm tt cng vic. Jobs ni, ti Pixar, Jobs va k lnh bn hng tr gi 2 triu -la vi Hewlett-Packard, mt trong nhng i th ca Apple. Ngi i din bn hng cnh tranh ginh ly bn hp ng , nhng tht bi. Jobs ch ch danh ngi ph n trc ton th mi ngi Eigerman nh li. Nhng ngi n bn hng t ng ng dy. C y bt u phn bc li. Eigerman ni: Ti rt n tng vi ngi ph n . C y rt tc gin. C y lp lun bo v cho mnh nhng Jobs khng cho trnh by ht. Jobs ni ngi ph n ngi xung. C ny vn li Apple, v ang lm rt tt cng vic ca mnh l mt v d in hnh v mu ngi hng/k b i. C l quan trng nht, s ch trch cng khai mt i din xu s no l cch gieo ni s hi ca Cha vo tt c cc i din bn hng cn li. N gi mt thng ip r rng rng tt c mi ngi Apple u phi chu trch nhim c nhn. Hai nm sau ti cuc hp bn hng thng nin, Jobs cc k vui v v nh nhn (Jobs s lc tm tt cc ni dung trong cuc hp bn hng nm 2001, c t chc mt c s ngoi vi). Jobs cm n tt c cc i din bn hng v lm rt tt cng vic ca mnh v tr li cu hi trong vng hn 202

na gi ng h. Jobs thc s rt hp dn. Ging nh tt c nhng k hm da khc, Jobs c th tr nn cc k quyn r khi cn thit. Rober McNamara ni ting v s lnh lng v xa cch, nhng khi cn ng cng t ra y hp dn. Nhng k hm da v i cng c th l nhng ngi d mn l k, Kramer vit nh vy. Jobs ni ting bi kh nng bin ha thc t kh nng thu ht mnh n ni c th xoay chuyn s thc theo vng nh hng ca n. Andy Hertzfeld sm thy c iu ny sau khi gia nhp nhm pht trin Mac: Kh nng bin ha thc t l s kt hp an xen gia phong cch dng ngn t y sc li cun, ch bt khut, v nim ho hc mun xoay chuyn mi iu nhm t c mc ch trong tm tay. Nu hng lp lun ny khng thuyt phc, Jobs s kho lo chuyn sang hng khc. i khi, Jobs s lm bn ngc nhin khi bt ng t bn vo v tr ca anh y, m khng h bit rng Jobs tng c suy ngh khc. Tht ngc nhin rng kh nng bin ha thc t dng nh vn c hiu qu, thm ch c khi bn tinh nhn ra iu . Mc d vy hiu ng m nht sau khi Steve ra i. Chng ti thng tho lun v cc bin php c th nm bt c kh nng ny, nhng sau mt thi gian hu ht u b cuc v chp nhn iu nh kh nng thin ph ca ring mt ngi. Alan Deutschman, mt ngi vit tiu s v Jobs, trong bui gp g u tin rt n tng kh nng ni ca ng. Jobs rt hay s dng tn ngi i thoi khi ni. Jobs nhn thng vo mt bn vi ci nhn xuyn thu. Jobs s hu i 203

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mt ging nh ngi sao in nh y sc m hoc. Nhng iu thc s li cun bn l cch Jobs ni c g thuc v m iu v s hng say trong bt k lp lun no ca Jobs. iu ngay lp tc to ra sc lan ta. Cui bui phng vn vi Jobs, ti t nh rng: Ta s phi vit mt bi v g ny thc s s rt th v! Khi Steve mun to sc ht v s li cun, th s chng ai c th snh bng.

nhn vin lun phi lm vic ct lc lm tha mn Jobs v nh th Jobs c th thay i cc quyt nh m khng mt i s tn nhim. Nhng vic trnh mt Jobs khng phi lc no cng d dng. Jobs c thi quen gh thm cc phng khc nhau m khng bo trc v hi xem mi ngi ang lm g. i lc Jobs khen ngi cc nhn vin. Nhng cng rt nhiu ln Jobs khng t thi . S khen ngi ca Jobs c chng mc v thn trng, iu cng lm tng thm gi tr ca n bi v l mt iu him gp. Mt nhn vin ni: thc s l mt iu ngy ngt ng nh bi v rt kh c th nhn c s khen ngi t Jobs. ng ta rt gii nm bt bn ng ca con ngi. Tt nhin, mong mun trnh mt Jobs khng phi l iu ph bin vi ton th nhn vin. Rt nhiu nhn vin ti Apple ho hc mong gy c s ch vi Jobs. Apple c v cng nhiu nhng nhn vin y tham vng v nng n thit tha mong gy c s ch v thng tin. Jobs thng l trung tm ca cc cuc i thoi ti ni lm vic. Ch v Steve c bn lun rt nhiu. Jobs c vinh danh v tt c nhng iu ng n k diu Apple, nhng tri li cng b li v tt c nhng iu sai khc. Mi ngi lun a n vo cu chuyn ca mnh. Mi ngi thch ni v nhng cn gin d ca Jobs cng nh nhng li chm bim hi c him c t ng. Ging nh t ph Texas Ross Perot, ngi cm cc nhn vin ru quai nn, Jobs cng c mt s c tnh ring. Mt 205

Lm vic vi Steve: Ch c duy nht mt Steve

Do danh ting, nn nhiu nhn vin c gng trnh mtJobs. Mt s nhn vin, c hin ti cng nh qu kh, truyn nhau li khuyn: hy ci u. Nh tt c mi ngi, ti c gng trnh mt Jobs cng nhiu cng tt, mt cu nhn vin ni: Bn mun thot khi tm kim sot ca Jobs v trnh vic Jobs ni khng vi bn. Thm ch c cc gim c iu hnh cng c gng lm iu . David Sobotta, mt cu gim c bn hng lin bang ca Apple, m t mt ln i ln ban iu hnh gp ph ch tch xin ch th. Ti nhanh chng chn cho mnh li i lm sao khng phi i qua ca vn phng Jobs, Sobotta vit trn trang web ca mnh. Ti la chn nh vy v cho rng iu s an ton hn. Ngc li, Jobs cng gi khong cch vi cc nhn vin bnh thng. Ngoi vic lin h vi cc gim c iu hnh, Jobs thng ring trong khu vn phng ca Apple. Kramer vit, s cch bit to ra cm gic an xen gia s hi v a nghi nhm buc cc nhn vin lin tc cnh gic. V vy cc 204

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cu gim c thng phi n hp trong vn phng ca Jobs lun c mt i giy vi bt di bn lm vic ca mnh. Bt k khi no c gi ln hp vi Jobs, ng ny thng ci i giy da v x i giy vi. ng gii thch n gin: Jobs l mt ngi n chay. Trong cng ty, Jobs c ngi ta gi vi ci tn n gin l Steve hoc S.J. Nu c nhn vin no trng tn l Steve th mi ngi s gi bng tn tht hoc tn h. Ti Apple, ch c duy nht mt Steve. Cng c hi F.O.S (Friends of Steve) nhng ngi bn ca Steve l nhng ngi quan trng, thng nhn c s coi trng v i khi l s d dt cn trng: Bn s khng bao gi bit c iu g c th c bo ln trn. Nhn vin kho nhau rng hy cn thn vi cc F.O.S xung quanh. Nhng ngi bn ca Steve khng nht thit l nhng ngi thuc tng lp qun l cp cao ca Apple thnh thong h l nhng lp trnh vin hoc k s kt giao vi nhau. Di s iu hnh ca Jobs, Apple l mt t chc tinh gn. C rt t cp qun l. Jobs l ngi c tm bao qut c bit Jobs bit ai ang lm g v u. Mc d ch c mt nhm qun l iu hnh nh ch vi 10 ngi nhng Jobs bit r hng trm cc k s, nh thit k, v lp trnh vin quan trng trong t chc ca mnh. Jobs kh trng dng ngi ti: Jobs khng quan tm ti chc danh cng vic hay tn ti trt t. Nu Jobs mun lm iu g , ng thng bit ai s m nhim vic ny v trc tip lin h m khng thng qua cc gim c ca h. Tt 206

nhin, Jobs l ng ch v c th lm nhng iu nh vy. Nhng vic ny cng cho thy rng Jobs khng thc quan trng ha hnh thc v tn ti trt t. Jobs ch n gin nhc in thoi ln v gi. Cc nh ph bnh thng v Jobs nh mt ngi l tr cng nhc khng h c tnh thng v lng trc n. Nhn vin ch nh nhng vt v hn, nh nhng cng c n thun Jobs t mc ch. gii thch cho vic ti sao nhn vin v cng tc vin li chu ng c Jobs, cc nh ph bnh vin dn n Hi chng Stockholm. Cc nhn vin l nhng ti phm ang b giam gi em lng yu qun tri. Vi nhng ngi hiu r v phong cch qun l ca Jobs, h u bit rng Jobs lm vic theo cch sng lc nhn vin khi ngi khng thng minh hoc khng mnh m v mt tinh thn c th theo kp nhng yu cu lin tc nhm to ra nhng iu dng nh khng th (chng hn nh mt chic my nghe nhc m bn c th truy cp vo mt on nhc bt k ch vi 3 thao tc) v cc nhn vin thng phi nghe rng gii php ca h tht tm thng. Charles Arthur vit trn t The Register: khng phi l cung cch lm vic v ng x m hu ht mi ngi vn thch. V vy, trn thc t, Steve Jobs khng phi l thn tng ca bt k mt gim c no tr nhng ngi theo khuynh hng l tr. Jobs ging nh mt ngi cha kht khe lun i hi rt cao v kh lng c tha mn. Cp di thng phi lm vic vt v u mong c Jobs v khen ngi. Mt cu nhn vin ca Pixar tng tm s vi Kramer rng anh ta s lm Jobs tht vng ging nh cm gic s lm cha ca mnh phin lng vy. 207

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Mt s ngi lm vic cho Jobs phi ra i, nhng h li c c nhng kinh nghim qu bu. Trong nghin cu ca mnh, Kramer ni ng thy ngc nhin v ngi no tng lm vic vi nhng k hm da v i thng cho thy h c c kinh nghim hc vn su sc, thm ch c s bt ph. Jobs bt nhn vin lm vic vt v v phi c gng vt qua nhng p lc, nhng v th h li to ra c nhng sn phm v i. Cordell Ratzlaff, nh thit k my Mac OS X ni vi ti: Ti c thch lm vic vi Steve Jobs khng ? D nhin l c. c l l cng vic tt nht m ti lm. Tht h hi v thch th. i khi l mt cng vic kh nhn, nhng Jobs c cch thc khi dy kh nng tim n tt nht ca mi ngi. Ti hc c rt nhiu iu b ch t Jobs trong c c nhng thnh cng v nhng iu cha lm c, nhng iu li tr thnh nhng kinh nghim qu bu. Ratzlaff trc tip lm vic vi Jobs trong khong 18 thng, v cho rng khng th no cng hp tc lu hn c na. Mt s ngi c th chu c lu hn l Avie Tevanian, Bertrand Serlet. Ti thy Jobs qut tho c hai ngi h, nhng h c cch vt qua iu . Cng c mt s trng hp lm vic cng Jobs trong thi gian rt, rt di. Qun tr vin ca Jobs cng tc vi Jobs trong nhiu nm tri. Mt ngy, Jobs sa thi c y. Theo li k ca Ratzlaff, Jobs n gin ni Th l , c s khng tip tc lm vic y na. Sau 9 nm lm vic ti Apple, ngi gn b vi Jobs, lp trnh vin Peter Hoddie ra i trong hon cnh c phn cay nghit. Khng phi v b sa thi, m bi v Peter mun c quyn hnh nhiu hn Apple. Peter mt mi vi nhng 208

mnh lnh ca Jobs v mun c ting ni nhiu hn trong cc k hoch v sn phm ca cng ty. H u tranh vi nhau. Hoddie ra i, nhng sau Jobs t ra hi hn. Jobs c gng can ngn Hoddie. Anh nh ra i mt cch d dng nh vy sao. Hy cng bn lun v chuyn ny . Nhng Hoddie khc t. Ngy cui cng Hoddie lm vic ti Apple, Jobs cho gi Hoddie ln tr s. Hoddie nh li Cho n tn pht cui Steve vn rt lch thip. ng y ni chc may mn, m khng phi l khn. Tt nhin, trong mi th Steve lm lun c s tnh ton nht nh.

BI H C T STEVE iu c th l bt c iu g, min sao bn cm thy thch. Tm ngun cm hng cho cng vic ca bn. Jobs c iu v bin n thnh ngun lan ta. S dng chin thut cy gy v c c rt to ra cc thnh qu v i. Jobs khen v pht khi ngi ta l anh hng/k b i. To p lc thu c kt qu T chc lin hoan cho mng thnh qu theo cch c o bt ng

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Vn kin nh theo ui nhng iu tng nh l khng th. Jobs bit rng rt cuc nhng th kh khn nht ri cng s c gii quyt. Tr thnh k hm da v i. Truyn cm hng qua s s hi v kht khao tha mn. L mt ngi n cn quyn r bn cnh mt k hm da. Khi cn Jobs c th t ra tht cun ht. Buc nhn vin phi lm vic vt v. Jobs t nhn

6TINH T HN SNG TO: I MI X UT PHT T U?

vin trong trng thi cng thng, nhng nh th h s to ra c nhng sn phm v i.

s kin ln ni tip nhau. ng him khi mc phi sai lm: tr trng hp ny. Vo ngy 3/7/2010 Apple ngng sn xut chic Power Mac G4 Cube vn nhn c nhng li khen ngi nng nhit. Ch mt nm trc , khi Jobs cho ra mt chic my c hnh khi lp phng ny, ngay lp tc xut hin cn st cung nhit. C dng hnh lp phng 8inch bng nha c vi cc a CD bt ra t pha trn ging nh dng l nng in, chic Cube ny nhn c s tn dng t cc nh ph bnh. Trn t ch Wall Street Walt Mossberg ni y l mt my tnh c nhn tuyt vi nht m ti tng thy cng nh tng s dng. Jonathan Ive 210 211

V

ic quay tr li Apple ca Jobs c nh du bi hai

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ginh c cc gii thng cho mu thit k ca mnh. Nhng Cube li khng nhn c s hng ng t nhng ngi tiu dng. Doanh s bn ng bun. Apple hy vng s bn c 800.000 my trong nm u tin nhng trn thc t li t hn 100.000. Mt nm sau ngy ra mt, Jobs nh ch vic sn xut chic my ny v a ra li thng co bo ch bt thng, trong c ni: Cng ty cho rng nu c mt c hi nh trong tng lai hng s li cho ra mt mu nng cp ca chic my tnh c o ny. Nhng trong thi im hin nay chng ti vn cha h c k hoch no i vi vic ny. C v Jobs khng th chnh thc t b Cube, nhng ng cng khng sn sng bn thm na. chnh l mt s au kh m lu di v mt sn phm tht bi. Cube chnh l con cng ca Jobs: l mt b my c thit k p, cng ngh tn tin, cn ti nhiu thng, thm ch c th l nhiu nm phc ha v th nghim. Cube cha ng phn cng y mnh m trong mt khng gian rt gn. Nhanh v y tnh nng, ng thi n loi b hon ton mt trong nhng iu m Steve Jobs bon khon nht, l: Qut lm mt bn trong. Nhng ngoi tr s quan tm t mt s bo tng thit k, c rt t ngi quan tm n n. Vi gi thnh khong 2.000 -la, n qu t i vi hu ht ngi tiu dng, nhng ngi thch mt chic my Mac mn hnh r hn ging nh ci mini Mac trc . V vi nhng ngi c th mua c chic my ny nhng chuyn gia sng to nhng ngi lm v ha hoc thit k h li cn mt chic my c cu hnh mnh hn v c th d dng nng cp vi mt s card ha mi hoc thm cc cng. H mua tower 212

Power Mac G4 thay th. Mu m ca chic my ny xu hn nhng li hiu qu hn. Jobs nh gi sai lm th trng. Cube l mt chic my li bi gi li. Thng 1/2001, Apple thng bo mc thua l hng qu l 247 triu -la M. l sai lm u tin t khi Jobs tr li cng ty. ng b cn rt v iu . Cube l mt trong s rt t nhng sai lm ca Jobs t khi ng tr v Apple, v t ng c rt c mt bi hc rt gi tr. Cube l mt trong mt s cc sn phm m ng nhn thy c kh nng i tin phong v mt thit k. l mt th nghim v hnh thc ch khng phi l tnh nng. Hnh lp phng lun l mt trong nhng kiu mu yu thch ca Jobs. Chic my tnh m ng bn ti NeXT NeXT Cube l mt chic my hnh lp phng t tin bng mt ct laser lm t cht liu Magi (hi hc thay, cng l mt trong nhng sn phm li th trng). Ca hng gii thiu sn phm ca Apple ngm di i l s 5 Manhattan c trang hong bng khi hnh lp phng knh khng l m Jobs gip thit k (y khng phi l mt my li ca th trng!). T The Register gi G4 l mt th nghim rc r v m thut ch khng phi l mt cm nhn thng thng. Thay v tp trung vo nhng g m khch hng mong mun, Jobs li ngh rng ng c th mang n cho h mt chic my sang trng. V ng phi tr gi cho iu ny. Jobs lun rt ch trng n nhng tri nghim ca khch hng. l mt trong nhng iu mang li danh ting cho ng. Mt trong cc cu hi ct li v Jobs v Apple l : S 213

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i mi xut pht t u? Ging nh mi hin tng phc tp khc, n n t nhiu ni, nhng phn nhiu c nh hnh t s tp trung t m ca Jobs vo tri nghim v khch hng. T bnh xe xoay trn trn iPod n chic hp cha iPod, Jobs lun quan tm n mi kha cnh. Thin hng kinh nghim trong s dng cc sn phm ca Jobs chnh l nhng g thc y v nh hnh nn s i mi ca Apple, v chic my Cube ny chnh l mt trong nhng ln him c gip ng m rng tm mt.

p li rng: Khng. Trong tim thc, chng ti ch ngh n vic to ra cc sn phm v i. Chng ti khng ngh rng: Hy i mi! Hy ginh vinh quang! y l nm quy tc ca s i mi, hy pht huy chng trong ton cng ty! Jobs ni rng vic c gng h thng ha s sng to cng ging nh mt ngi khng ngng ngng li c t ra l ngng ngng. Nhn tht thm hi Ging nh th xem Michael Dell c gng nhy. Thm hi. Tuy nhin, Jobs c s tn th gn nh huyn b i vi s i mi. Nh m t trc, nhng ngi c ng ca ngi chnh l mt s cc nh pht minh v doanh nhn v i nht gm c Henry Ford, Thomas Edison, v Edwin Land. Sculley, cu Tng gim c iu hnh (CEO) vit rng Jobs thng ni v Land. Steve rt cao Land, xem ng y nh mt trong nhng nh pht minh v i nht ca nc M. Jobs khng th tin rng Polaroid ui vic Land ch sau mt sai lm ln duy nht trong s nghip ca Land Palavision, mt h thng phim nhanh khng th cnh tranh c vi vic ghi bng video v dn n vic tht thot gn 75 triu -la M nm 1979. Tt c nhng iu ng y lm ch l tn tht mt vi triu con con v h cp mt cng ty ca ng y Steve ni vi ti bng mt s khinh b. Sculley nh li chuyn i m ng v Jobs n gp Land sau khi Land b sa thi khi Palaroid. l mt bui chiu ng nh bi v chng ti cng ngi trong mt phng hi ngh ln vi mt ci bn trng khng. Gio s Land v Steve cng nhn vo gia bn trong ton b thi gian h ni chuyn vi 215

Khao kht s i mi

Mt trong nhng ch nng nht trong kinh doanh ngynay chnh l s i mi. Do s cnh tranh ngy cng khc lit v chu trnh sn phm ang c rt ngn li, cc cng ty gp rt nhiu kh khn trong vic tm ra chic cha kha k diu cho s i mi. Khi nghin cu mt h thng, ngi ta s a cc cng nhn n cc xng sng to m ti h s chi vi cc khi hnh Legos tha sc pht trin s sng to ca mnh. Cc cng ty hin u thu cc tng gim c ph trch i mi hoc m cc trung tm v i mi m ti s i mi c nh hnh, t do phi hp v tng tng ca cc gim c thng qua cc hp Legos xung quanh. Jobs khinh mit nhng tng nh vy. Apple, khng c mt h thng no ng khung s i mi. Khi c Rob Walker, phng vin ca t New York Times, hi liu trong tim thc ng c tng ngh v s i mi hay khng, Jobs 214

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nhau. Gio s Land ni: Ti c th nhn thy camera Polaroid s l g. i vi ti n gn nh hin hin trc mt nh th n ang i din vi ti trc khi ti to ra n. V Steve p li: Nu ti hi mt ai ch s dng my tnh c nhn rng my Macintosh nn nh th no, h s khng th ni vi ti iu g c. Khng c cch no buc khch hng phi nghin cu v vn . Ti phi i trc v to ra n v sau ch cho mi ngi v ni: By gi cc bn ngh g? C hai ngi h u c mt kh nng khng phi l kh nng pht minh sn phm m l khm ph sn phm. Hai ngi h u cho rng cc sn phm ny lun tn ti, ch c iu trc y cha tng c ai nhn thy chng. Chng ta l nhng ngi khm ph ra chng. Chic camera ca Polariod lun tn ti v chic Macintosh cng vy. Vn chnh l s khm ph. Steve c mt s khm phc ln lao i vi Gio s Land. ng y rt tm c vi chuyn i . Trong cc cuc phng vn trn truyn hnh v trc bo gii, Jobs thng bin s i mi ging nh mt iu l th b mt ca Apple. Mt s ln trong cc bi pht biu quan trng ca mnh, ng y cp n s i mi. Chng ti ang i mi chnh mnh nhm thot khi s suy thoi Jobs pht biu nh vy nm 2001 khi ngnh cng nghip PC ri vo khng hong suy thoi. Ti trin lm Macworld Paris vo thng 9/2003, ng nhn mnh: i mi, chnh l nhng iu chng ti lun lm. Di s lnh o ca Jobs, Apple gt hi c danh ting l mt trong nhng cng ty c s i mi mnh m nht 216

trong cng ngh. T Bussiness Week nm 2007 xp Apple l cng ty i mi nht trn th gii, nh bi Google, Toyata, Sony, Nokia, Genetech v mt s cng ty khc trong nhm A. l nm th 3 lin tip Apple ginh v tr qun qun. Apple lun u n tung ra th trng dng sn phm i mi, trong c bn sn phm c l l nhng i mi quan trng nht trong ngnh tin hc hin i: My tnh c nhn ng b y u tin, Apple II; ng dng thng mi h giao tip ha u tin, Mac; iPod, mt ng dng Internet dnh cho truyn thng s c ngy trang nh mt my nghe nhc khim tn; v iPhone, my vi tnh di ng iu khin bng ngn tay a nng v cng c th thc hin cc cuc gi in thoi. Apple sn xut cc sn phm bom tn ging nh iMac, iPod, v iPhone cng rt nhiu cc sn phn nh quan trng v c tm nh hng nh Airport v AppleTV. Airport ca Apple l mt chui cc trm Wi-fi c s tin ch gip bin cc my laptop ca Apple tr thnh mt trong s cc my vi tnh khng dy u tin, mt xu hng m sau tr thnh mt tro lu. AppleTV l mt hp nn dng gip kt ni TV trong phng khch vi my tnh trong phng lm vic. Apple ni ting nht bi s i mi, nhng trong lch s, hng li b i x chng khc g mt phng th nghim nghin cu v pht trin (R&D) cho cc ngnh cng nghip PC khc. Apple c th lin tc i mi ht sn phm ny n sn phm kia, nhng dng nh nhiu nm qua hng khng th thu c li ch t nhng bc t ph ca mnh. Apple tin 217

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phong trong my tnh bn ha, nhng Microsoft ph bin n cho 95% my tnh PC trn ton th gii. Apple pht minh ra PDA u tin gi l Newton, nhng Palm gip bin n thnh mt ngnh cng nghip thu li 3 triu -la M. Trong khi Apple thc hin vic i mi, th cc cng ty khc nh Microsoft v Dell li to ra cc khon thu khng l. Trong kha cnh ny, Apple c so snh nh Xerox PARC, mt c s nghin cu huyn thoi ca cng ty my photocopy khng hn khng km pht minh ra tin hc hin i desktop ha, mng Ethernet, v my in laser nhng li khng th thng mi ha c bt k mt ng dng no nh vy. N phi Apple a desktop ha n th trng, nhng chnh Microsoft mi thc s thu c mn hi ln t . Trn thc t, Jobs tng ni ting v s i mi thiu thn trng. ng qu ch tm vo vic to ra mt sn phm t ph mi m tip theo, v khng th li dng u th t nhng sn phm trc . Cc nh ph bnh ni rng ng tin v pha trc qu nhanh, ng thiu thn trng, tht bi trong vic khng tip tc theo ui nhng g mnh to ra. Hy nhn Mac v Apple II l mt v d. Vo khong u nhng nm 1980, Apple II l mt trong nhng my tnh thnh cng nht trong ngnh cng nghip PC, chim 17% th phn th trng trong nm 1981. Nhng khi Mac ra i 3 nm sau , n hon ton khng ng b vi Apple II. Mac khng chy phn mm Apple II, n khng th ni kt vi cc ngoi bin ca Apple II. Cc k s pht trin khng th d dng thng ni phn mm ca Apple II vi Mac h phi vit li hon ton t u n cui. V cc khch hng s dng Mac phi bt u li t u. 218

H phi mua tt c cc phn mm v ngoi bin mi vi s tn km ln. Nu nh Jobs thn trng hn, chc hn ng s phi m bo rng Mac phi tng thch vi Apple II. Nhng Jobs khng quan tm n vic xy dng trn nn tng sc mnh sn c ca Apple II. iu m Jobs quan tm chnh l tng lai tin hc ha. Jobs l mt ngi khi xng, ch khng phi l ngi pht trin trn nn tng c. Cu gim c iu hnh ca Apple Jean Louis Gassee, vit nh vy. Bill Gates cha bao gi mc cc sai lm kiu nh vy. Windows c xy dng trn s thnh cng ca Microsoft DOS, v Office c xy dng trn s thnh cng ca Windows. Mi phin bn ca Windows u tng thch vi phin bn trc . l bc tin chm m chc, ng thi thu c rt nhiu li nhun.

i mi v sn phm v kinh doanh: Apple thc hin ng thi c hai.

Cho n gn y, Apple khng cn ni ting trong vaitr l ngi to nh trc na. Trong hu ht qu trnh pht trin ca mnh, Apple c xem l mt hng sng to, nhng cc cng ty nh Microsoft v Dell mi l nhng cng ty trin khai nhng sng to . Cc chuyn gia phn bit nhng cng ty nh Apple, rt gii trong vic i mi sn phm vi nhng cng ty nh Dell, cng ty thc thi s i mi trong kinh doanh. Trong lch s kinh doanh, cc cng ty thnh cng nht khng phi l nhng hng c s i mi sn phm, m l 219

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nhng hng pht trin cc mu kinh doanh sng to. Cc nh sng to kinh doanh ly cc thnh tu t ph ca hng khc v xy dng trn nn tng bng vic tm qua cc hng mi sn xut, phn b hoc tung ra th trng. Henry Ford khng phi l ngi to ra -t, nhng ng rt hon ho trong quy trnh sn xut hng lot. Dell khng to ra cc loi my tnh mi, nhng li l hng xy dng mt h thng phn phi trc tip n ngi tiu dng v cng hiu qu. Nhng danh ting ca Jobs vi vai tr l thin ti v sn phm m li khng c kh nng thc thi ha sn phm th qu thc khng n khp vi nhau. Ln th hai quay tr li Apple, Jobs chng minh mnh l mt ti nng trong vic ny. Apple tr nn ni bt bi vic thc thi ha sn phm trn tt c cc mt trn, t: sn phm, bn hng, marketing v h tr. Chng hn, khi Jobs quay li nm quyn nm 1997, Apple c lng hng tn kho ti hn 70 ngy. Thng 11/1997, Jobs bt u m ca hng trc tuyn lin kt sau hu trng vi hot ng sn xut ging Dell, kiu bn theo n t hng. Jobs cnh bo Michael Dell : Vi nhng sn phm mi, ca hng mi, v cch bn sn phm qua n t hng, chng ti s theo kp cu, anh bn ca ti. Trong vng 1 nm, hng ha tn kho ca Apple gim t 70 ngy xung cn 1 thng. Jobs tuyn m Tim Cook t Compaq v lm trng nhn vin iu hnh mi, v giao cho Cook nhim v n gin ha knh cung cp tng b phn phc tp ca Apple. Thi im , Apple mua cc b phn t 220

hn 100 nh cung cp khc nhau. Cook chuyn hu ht cc hot ng sn xut ca Apple cho cc nh thu Ireland, Singapore, v Trung Quc. Hu ht cc sn phm nh gn my tnh Macbook, iPod, v iPhone u c lp rp bi cc nh thu Trung Quc lc a. Cook gim thiu mnh s lng cc nh cung cp cc b phn thit yu xung cn khong 24 cng ty. Cook cng thuyt phc cc nh cung cp cc b phn hy t v tr cng ty v kho hng gn vi cc nh my lp rp ca Apple, c th gip cho hot ng sn xut cc k hiu qu v ng tin . Trong hai nm, Cook gim hng ha tn kho xung cn 6 hoc 7 ngy, v vn c duy tr nh hin nay. Ngy nay Apple l mt con tu tinh gn nht trong ngnh cng nghip my tnh. Nm 2007, theo Nghin cu AMR, mt cng ty nghin cu th trng, xp Apple l cng ty ng th hai th gii trong qun l v vn hnh chui cung ng, sau Nokia. AMR tin hnh mt vi thc o lin quan n vic thc thi ha sn phm, bao gm tng trng doanh thu v cc lt hng ha tn kho. AMR kt lun : Kh nng nh hnh nhu cu tuyt vi ca Apple cho php chui cung ng ca hng t c kt qu n tng m khng h tn nhiu chi ph nh cc hng khc. Apple nh bi Toyota, Wal-Mart, Cisco, v Coca-Cola. Dell thm ch cn khng c trong bn danh sch ca AMR. Jobs thch ni rng Apple li con tu tinh gn hn Dell. Chng ti nh bi Dell xt v cc tr s hot ng khong l khong 25% Jobs ni trn t Rolling Stone. Chng ti hon 221

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ton l mt nh sn xut tt nh Dell. Hu cn ca chng ti tt nh ca Dell. Ca hng trc tuyn ca chng ti tt hn ca Dell. Tuy nhin cn lu rng Apple hin bn s lng my tnh nhiu gp ri Dell v c c cu n gin hn. Jobs c nhng pht trin ring trong cc m hnh kinh doanh i mi. Hy n vi kho nhc iTune. Cho n khi Jobs thuyt phc cc hng nhc bn cc bi ht mi bi 99 cent, khng c ai c th tm ra c phng thc bn nhc trc tuyn cnh tranh vi mng li trao i tp tin phi php. T , kho nhc iTune tr thnh mt Dell nhc s. V sau , cc ca hng bn l ca Apple xut hin, khng ging bt k mt m hnh no trong ngnh bn l, chng c gi l i mi theo kinh nghim. Bn l hin i l tt c nhng th lin quan n kinh nghim mua sm v cc ca hng thn thin, v Apple thm mt kha cnh mi vo kinh nghim mua sm my tnh (tip tc bn lun phn sau trong chng ny).

ca Jobs u c ngun gc bnh thng: l kt qu t vic nghin cu k th trng v ngnh cng nghip in t, tin lng cng ngh mi no s ra l v cch m chng c s dng. Jobs pht biu trn t Business Week : H thng ny l h thng khng c quy tc. iu khng c ngha l chng ti thiu phng php lm vic. Apple l mt cng ty rt c k lut v chng ti c nhng phng php lm vic rt c bit. Nhng phng php khng phi l nhng bc i c th. B mt ca phng php l cch thc gip cng vic ca cc bn tr nn hiu qu hn. ng ni tip: S sng to khi ngun t nhng ngi c mt cc phng hi ngh hoc t cc cuc gi in cho nhau lc 10:30 ti v mt tng mi, hoc bi v h nhn ra mt iu g l cha kha cho nhng khc mc m chng ta ang bn khon. l cc cuc hp ad hoc (hp nhm) 6 ngi do mt ngi ngh rng anh y tm ra iu mi l nht t trc n nay v t mt ngi mun bit xem ngi khc ngh th no v tng ca anh ta. Mt phn trong tin trnh lm vic ny l chin dch phi hp trong ton Apple: Cc th trng m Apple ang hng ti l g v cch hng ti nh th no? Mt phn khc l vic lin tc theo ui nhng chuyn bin mi v cng ngh v lnh hi cc tng mi, c bit t ngoi cng ty. Mt phn na l v kh nng linh hot v sn sng loi b nhng l thuyt c. Mt phn l vic coi khch hng l trung tm. V phn nhiu trong l vic c gng tm ra mt gii php n gin nht, hiu qu nht thng qua mt qu trnh thit k lin tc khng 223

i mi xut pht t u?

Jobs dng nh tim tng mt ti nng bm sinh trongvn i mi. Nh th cc tng d dng n vi ng trong nhng thong bt cht. Mi th vn tip din, th ri bng nhin mt sn phm mi ca Apple xut hin. Khng hn l nh vy. Khng phi mt s tnh c ny sinh thi thc hnh ng sng to, nhng phn nhiu cc sn phm 222

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ngng, qu trnh sng to v th nghim. S sng to ca Apple phn ln l vic nh hnh cng ngh sao cho ph hp vi nhu cu ca khch hng, khng c gng buc ngi s dng phi lm quen thch nghi vi cng ngh.

tranh kh m m v ngnh cng nghip my tnh. ng lu rng nm 2000 l mt nm kh khn i vi Apple v ngnh kinh doanh my tnh ni chung (thng 3/2000, bong bng dot-com [-.com] bt u bng n, v vic tiu th cc thit b my tnh bt u tt dc) Jobs trnh chiu mt slide bia m khc ch BELOVED PC, 1976-2000, R.I.P. Jobs ni rng nhiu ngi trong ngnh cng nghip my tnh ang quan ngi rng PC ang thi k m yu, v v tr trung tm ca n qua i. Nhng Jobs lp lun PC khng h yu t m ang sp bc sang k nguyn v i th 3. K nguyn vng son u tin ca PC, k nguyn sn xut, bt u khong nm 1980 vi vic pht minh ra bng tnh, x l word, v ph bin desktop. Thi k sn xut vng kim ny ko di gn 15 nm v thc y ngnh cng nghip ny pht trin, Jobs va ni va tin ln sn khu Macworld. Sau vo gia nhng nm 1990 l k nguyn vng son th 2 ca PC, k nguyn Internet, bt u .Internet l thuc phng a PC ln tm cao mi c trong lnh vc kinh doanh cng nh trong vic s dng c nhn Nhng hin nay, my tnh ang bc vo k nguyn th 3: k nguyn cuc sng s, c nh hng bi s bng n ca cc thit b s, Jobs ni nh vy. ng ni rng tt c mi ngi u c my in thoi di ng, my chi nhc DVD, v my quay phim k thut s. Chng ta ang sng trong cuc sng s vi s bng n ca cc thit b s. Rng ln. Quan trng nht, theo lp lun ca Jobs, my tnh khng phi l ngoi bin ca cuc sng s, m l trung tm. My tnh 225

Chin dch i mi ca Jobs: Trung tm s

Trong bi pht biu chnh thc ca Jobs ti Macworld,San Francisco thng 1/2001 c gi nh li bi mt kt thc thm mt iu y ngc nhin l vic Jobs b i ch i trong t iCEO v tr thnh ngi lnh o ton quyn ca Apple. Nhng ngay u bi pht biu ca mnh, ng a ra tm nhn chin lc ca Apple mt tm nhn s c gi tr thc y ng gi hn 10 nm i mi ti Apple, v s nh hnh gn nh tt c nhng g m cng ty ang lm, t iPod n cc gian hng bn l v thm ch c lnh vc qung co ca Apple. Chin dch trung tm s c l l iu quan trng nht m Jobs t ra trong bi pht biu ca mnh. tng ny, thi im hin ti mt gc no dng nh sng t, gm nhng ng dng c nh hng su rng n hu ht nhng g m Apple ang thc hin. N ch ra cch gn kt vi mt tng n gin v c tnh bn l c th nh hng thnh cng cho chin dch phi hp v nh hng n mi th t vic pht trin sn phm n vic trng by ti cc ca hng bn l. Phc sc bnh bao vi o len c cao mu en v qun b xanh, Jobs bt u bi pht biu ca mnh bng vic v ra bc 224

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l trung tm s, l trm ni trung tm cho cc thit b s. V cc thit b mc ni s vi my tnh thc y iu : my tnh ti nhc vi mt my nghe nhc MP3, hoc bin tp mt cnh video vi mt camcorder s (trnh ghi m-ghi hnh s). Jobs gii thch ln u tin ng bt u hiu ra tng v mt trung tm s l sau khi Apple pht trin iMovie, mt ng dng bin tp video. ng dng iMovie ny cho php di ca on phim th (raw camcorder footage) c bin tp li trn my tnh. iu ny lm cho on phim c gi tr hn nhiu so vi ban u. N lm cho on phim ca bn c gi tr gp 10 ln bi v bn chuyn on phim gc th thnh mt shot phim hay tuyt vi bng cc s chuyn i, hiu ng, v m thanh. Bn c th chuyn mt on phim gc m bn thng s khng bao gi xem li thnh mt on thng tin y cm xc k diu. Tht chuyn nghip. Tht ring. Tht hay i vi bn n gi tr gp 10 ln. iu ny hin nay dng nh ai cng bit, nhng ti thi im c rt t ngi s dng my tnh ca mnh cho nhng cng vic nh th. V v th chc chn n khng th tr thnh mt tro lu. Khng ch ring Jobs nhn ra rng my tnh l cng c cho cuc sng s. Bill Gates trong tun cng cp v cuc sng s trong bi pht biu ti Bui trng by Hng in t cho ngi tiu dng Las Vegas. Tng gim c iu hnh ca Intel Craig Barret cng a ra cc bi pht biu trong cho rng my tnh thc s l trung tm ca mt th gii s. Nhng bi pht biu c tnh bn l ca Jobs chng khc no mt bn thng bo nhim v p cho Apple. Trung tm 226

s l mt s cng nhn cho khuynh hng chnh trong ngnh cng nghip my tnh v tr thnh mt mnh lnh bt buc m Apple phi tun th theo. iu cho php Jobs nhn thy s pht trin ca cng ngh v ng x ca ngi tiu dng ng thi nh hnh nn cc chin lc sn phm ph hp.

Sn phm nh lc hp dn

Mt phn trong tin trnh lm vic ca Apple l phi tptrung vo sn phm, mc tiu cui cng nh hng v tc ng mnh n s i mi. S i mi ba bi l iu tht lng ph. Phi c mt s nh hng, iu to ra sc ht tp trung. Mt s cng ty Silicon Valley hin pht trin cc cng ngh mi v ri sau i nghin cu cc vn cc cng ngh ny gii quyt. Hy ly bong bng internet vo cui nhng nm 1990 lm v d. Bong bng ny c xc nh do mt kiu t duy sai lm gy ra. chnh l vic lm dng s i mi v gi tr Nhng tng kinh doanh non nt cng vi s kht khao tin bc trong n lc sai lm nhm ginh c li ch nhanh chng v nh bi cc i th cnh tranh. Cc doanh nghip to ra cc trang web bn thc n cho vt nui trn ton mng, hoc xy dng cc ca hng khng l phn phi rau qu bng xe ti, trc khi c bt k khch hng no mun i mua sm theo cch ny. V thc t khng pht huy hiu qu. Khng mt ai mun mua rau qu c phn phi t cc ca hng t ng trn Webvan. Bong bng internet bng n, mang theo nhng ngnh kinh doanh pht trin cc gii php cho cc vn khng tn ti. 227

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Bn cn mt nn vn ha c nh hng bi sn phm, thm ch i vi mt cng ty cng ngh, Jobs ni. Nhiu cng ty c hng tn cc k s v i v cc b c thng minh. Nhng rt cuc n li cn mt lc hp dn nht nh no kt hp tt c nhng iu li vi nhau. Jobs lu rng trc khi ng tr v, Apple nh mt nn vn ha c nh hng bi sn phm. Cui nhng nm 1980 v u nhng nm 1990, mt cng ngh v i ang c pht trin trong cc phng th nghim ca cng ty, nhng khng c mt nn vn ha sn phm a cc cng ngh ny pht huy hiu qu. Thay vo , cng ty li hng s tp trung ca mnh vo khai thc ti sn chnh ca mnh, l giao din ngi dng Mac. Jobs lu vic Apple c quyn v giao din ha trong gn 10 nm, iu ny ang gieo mm cho mt s tn li. Thay v c gng pht trin cc sn phm mi c tnh t ph, cng ty li tp trung vo vic to ra li nhun ti a t c quyn giao din ca mnh. Nhng ngi sng to ra sn phm khng phi l nhng ngi to ra s pht trin ca cng ty, Jobs ni v Apple trong sut thi k ny. To ra s pht trin ca cng ty chnh l nhng ngi lm v marketing hoc nhng ai ang tin hnh m rng kinh doanh vo th trng M Latinh hay i loi l nh th. Bi v quan im tp trung to ra sn phm tt hn s nh th no khi cng ty duy nht bn c th tin hnh kinh doanh li chnh l cng ty ca mnh? Jobs thng ni nh vy trong cc tnh hung khi nhng ngi xy dng nn cng ty trong giai on u l nhng nhn vin sn phm nh 228

hng ha c xu hng b thay th bng nhng ngi tp trung vo lnh vc kinh doanh. Thng ai s l ngi kt thc cuc chi? chnh l nhng ngi bn hng. Jobs ly mt v d in hnh l Steve Ballmer ca Microsoft, ngi ng u b phn kinh doanh ca cng ty, ngi m nhim cng v ca Bill Gates, mt lp trnh vin. Vo mt ngy s c quyn s ht hn v mt l do no , Jobs ni tip. Nhng trc khong thi gian , cc sn phm s b ngi ta b li hoc chng s khng cn nhn c s quan tm na. V v vy cng ty s phi tri qua mt thi k hn lon, dn n vic n c th tn ti hoc mt i. May cho Apple l n vn tn ti. Di thi ca Jobs, Apple ti khng nh li nn vn ha c nh hng bi sn phm. l s tp trung khng ngng vo sn phm v chnh sn phm nh hnh nn s i mi ca Apple. V d, giao din a chm ca Iphone ln u tin c pht trin cho PC bng mt my tnh c ng c dng ging nh mt ci bng rng, tng t nh laptop nhng khng c bn phm. Jobs nhn ra rng cng ngh ny ph hp hn so vi iPod/in thoi di ng m cc k s ca Apple ang tip tc pht trin. V vy, giao din a chm c iu chnh bin n thch hp vi mt my tnh cm tay nh trong l s pha trn cc chc nng c xu hng gii tr ca iPod vi mt chic in thoi di ng, trnh duyt di ng v cc giao tip internet.

229

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Tinh thn sng to: i mi xut pht t u?

Khoa hc thun ty v Khoa hc ng dng

Nm 2007, vn phng t vn qun l Booz Allen Hamilton a ra mt nghin cu v chi tiu chung dnh cho R&D trn ton th gii v kt lun thy c rt t lun c cho rng vic tng u t vo R&D s a n nhng kt qu tt p hn. N phi l mt qu trnh, ch khng phi l v tin, Booz Allen kt lun. Cc kt qu u vit dng nh xut pht t tin trnh i mi ca mt t chc s mnh dn t mc tiu v cch c th ginh c cc mc tiu ch khng phi l phn lng tuyt i hay tng i ca vic chi tiu m t chc ny b ra cho s i mi. Booz Allen ch rng Apple l mt trong nhng cng ty trong ngnh cng ngh chi cho R&D tit kim nht, nhng li l mt trong nhng hng thnh cng nht. Theo Booz Allen, t l R&D so vi bn hng nm 2004 ca Apple l 5,9%, so vi mc trung bnh l 7,6% trong ngnh cng nghip ny. 489 triu -la c chi ca Apple ch bng mt phn so vi cc hng cnh tranh ln hn n. Booz Allen ni. Nhng bng vic tp trung c trng im cc ngun lc pht trin ca mnh vo mt vi d n m c tim nng ln nht, Apple to ra c mt b my i mi m cui cng cho ra i iMac, iBook, iPod v iTune. Vic chi tiu cho R&D ca Apple ging nh mt s phn bit gia khoa hc thun ty v khoa hc ng dng. Khoa hc thun ty l nhm ginh ly s hiu bit v li ch ca mnh. Khoa hc ng dng l s ng dng khoa hc vo cc vn c th. Tt nhin khoa hc thun ty l cc k quan trng, v i

Tin khng phi l cha kha cho s i mi. Apple bra mt lng tin nh hn nhiu so vi cc cng ty khc khi u t vo lnh vc nghin cu v pht trin (R&D), nhng li thu c ting vang ln hn v li nhun. Nm 2007, Microsoft chi hn 7 t -la M cho R&D v hn 8 t -la nm 2008. Microsoft cung cp ti chnh cho mt s trung tm nghin cu ln v c u t tt ti Redmond, Silicon Valley, Cambridge Anh v Trung Quc. Hin c mt s cng ngh rt n tng ang c pht trin trong cc phng nghin cu ca Microsoft. Cng ty ny thng bo rng mnh ang i u trong nghin cu v nhn dng li ni v tm kim nhanh cc c s d liu khng l. Hng nm, Microsoft a cc nh bo i tham quan mt vng quanh c s nghin cu ca mnh Redmond v mt iu th v cho tt c khch mi l c chng kin tt c nhng sn phm th v v cc cng ngh thng minh m cc nh nghin cu ang pht trin. Nhng ngi ta khng th bit r c chi ph bin cc nghin cu ca Microsoft thnh sn phm s l bao nhiu. Ngoi tr phn mm nhn dng li ni trong Vista c tha nhn th c rt t bng chng cho thy cc phng nghin cu ny ang s hu nhng sng kin sn phm mi c quy m. Cc bn bit y, nhng ngi bn ca chng ta khu pha bc b ra hn 5 t -la vo vic nghin cu v pht trin (R&D), nhng hin nay tt c h dng nh ang sao chp li nhng phin bn ca Apple v Google, Jobs ni nh vy ti Hi ngh nhng Nh pht trin trn ton th gii ca Apple nm 2006. iu ch ra rng tin khng mua c tt c. 230

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khi s mang li nhng s t ph c bn m cc nh khoa hc ng dng thm ch cha bao gi thy c. Nhng khoa hc ng dng, ging nh khoa hc cng trnh, l tp trung vo cc vn mang tnh cp bch hn v thc tin hn. Ngi tng ng u cc phng nghin cu ca Microsoft, Nathan Myhrvold, ni ting v nhng ti liu hc thut m ng vit v khng long. ng y c l c nhng ng gp vo lnh vc mn c sinh vt hc, nhng liu Microsoft c pht minh ra iPod hay khng? Jobs coi Hewlett-Pakard nh s khi ngun kch thch s i mi cho mnh. y l mt trong nhng cng ty u tin Silicon Valley v l cng ty lun c mt nn vn ha k s mnh m n c nh hng bi cc k s, nhng ngi to ra sn phm. Khi cng trng thnh, ti cng b thuyt phc bi mt iu, l ng c to ra mt s khc bit rt ln Jobs ni. Mc tiu chnh ca HP l phi to ra cc sn phm v i. V mc tiu chnh ca chng ta y l to ra nhng PCs tt nht cho th gii ny ch khng phi mc tiu tr thnh mt cng ty to nht hay giu nht th gii. Jobs ni rng Apple c mc tiu th hai phi l to ra li nhun khng ch to ra tin m cn tip tc to ra cc sn phm. Trong khong thi gian ngn, nhng mc tiu ny c thc hin Apple, v s thay i k diu to ra tt c nhng khc bit ny. Khi ti quay tr li, chng ti phi bin Apple tr li l mt cng ty ch trng v sn phm.

Tin tri v K cplun tm n cc cng ngh mi y ha hn, hoc nhng cng ngh ang c m Apple c th nng cp, ging nh my chi nhc MP3 hoc gn y l nhng chic in thoi thng minh. ng ni ting l mt nh tin tri: ng dng nh c kh nng thn k trong vic nhn vo tng lai v bit trc tt thy mi ngi v s mong mun ca ngi tiu dng. Jobs tr nn ni ting vi mt li nh sm truyn: Bn khng th thc s on nh chnh xc nhng g s xy ra nhng bn c th cm nhn c hng i m chng ta s theo ng ni nh vy trn t Rolling Stone. Jobs ni rng ng lun tm kim cc vector n ng lc nhng cng ngh mi ang c tung ra th trng, v ci no sp kt thc cuc hnh trnh ca mnh. Bn c gng pht hin ra nhng iu , ri chng thay i nh th no theo thi gian v con nga no bn mun ci ng lc trong mi thi im. Jobs ni rng : Bn khng th i trc qu xa, nhng bn phi i trc bi v bn cn thi gian thc hin. V th bn phi chn u on tu ang chuyn ng. USB l mt v d. Intel pht trin USB hin ph bin khp mi ni, v Apple l mt trong nhng cng ty PC u tin xy dng n trong my tnh ca mnh. Jobs nhn ra tim nng thn thin vi ngi tiu dng ca thit b ny: N khng nhanh, nhng ch cn cm vo l chy (Plug and Play), v n cung cp in cho cc thit b, loi b dy v in. Hin nay, iu ny dng nh khng gy c s ch khi USB tr ln qu ph bin, nhng Apple l mt trong

Jobs

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nhng hng u tin ng dng n v c l n s chng bao gi tr ln ph bin nh vy nu nh Apple khng tin hnh ng dng. Vic ng dng USB ca Apple l mt trong nhng minh chng tt chng t rng s i mi c th v thng xut pht t bn ngoi cng ty. C rt nhiu cc cng ngh khng c pht trin ti Apple, nhng Jobs hay cc k s ca ng li nhn ra rng chng c tim nng i mi. Mng khng dy wifi, do Lucent v Agere pht trin, khng c nhiu sc ht cho n khi Apple s dng n cho ton h thng my tnh ca mnh v xy dng n thnh cc trm gc (Base Station) ti Sn bay, khi u cho k nguyn laptop wifi. Mt s nh quan st cho rng s i mi ti Apple t c thc hin bng cch pht minh ra cc cng ngh mi hon ton, m thng l khai thc pht trin cc cng ngh c v bin chng tr nn tin dng. Jobs chnh l ngi c cng a cc cng ngh ra khi phng th nghim v t chng vo tay nhng ngi s dng bnh dn. V d u tin v tt nht chnh l giao din ngi dng ha, ln u tin c Jobs pht hin nm 1979 tui 24, trong chuyn thm ti Trung tm Nghin cu Palo Alto ni ting ca Xerox. Trong sut chuyn thm, Jobs c Xerox Alto thuyt minh v mt my tnh u tin vi chut v giao din im v nhp. Ti ngh rng l th tt nht m ti tng thy trong cuc i mnh, ng ni. Gi nh li n tht qu thiu st, nhng g m chng ti thy l khng hon thin, rt nhiu iu cn sai st. Nhng vo thi im , 234

chng ti khng nhn ra v ngh rng h c c mm mng tng, h lm iu rt tt v bn bit y trong vng 10 pht, ti nhn thc r rng rng tt c cc my tnh vo mt ngy no s hot ng ging nh vy. Nhng ban qun l ca Xerox khng th hnh dung c nhng nh khoa hc ca mnh to ra ci g trong phng th nghim. D c nhiu cuc thuyt trnh, nhng nhng gim c iu hnh ca Xerox khng nhn thy c tim nng ca n. V c bn, chng l nhng u no ca my sao chp v chng c manh mi no v mt ci my tnh hoc i loi v mt iu g n c th to thnh. Jobs ni: V v vy h b tut mt chin thng v i nht trong ngnh cng nghip my tnh. Xerox ng ra c th l ch nhn ca ton ngnh cng nghip my tnh ngy nay. Khi ni ti i mi, Jobs thch trch mt cu chm ngn ni ting ca Picaso: ngi ngh s tt ch bit sao chp; cn ngi ngh s v i bit nh cp. Jobs ni thm : V chng ta lun lun khng xu h v vic nh cp cc tng v i.

S ni kt sng to

i vi Jobs, i mi ch yu l s sng to, kt hp ccth theo cc cch c o. Sng to ch l s ni kt cc th, Jobs pht biu trn tp ch Wired. Khi bn hi cc nh sng to cch h lm mt iu g , h s cm thy c mt cht ti li no v h khng khng thc s to ra n, h ch nhn thy iu m thi. Sau mt thong dng nh h c th 235

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pht hin ra n rt r. l bi v h c th ni kt cc kinh nghim m h c v tp hp thnh nhng th mi. V l do h c th lm nh vy l v h c nhiu kinh nghim hoc ngh nhiu n kinh nghim ca mnh hn l nhng ngi khc Tht khng may, l mt iu qu khan him. Nhiu ngi trong ngnh cng nghip ca chng ta khng c c nhng kinh nghim ht sc a dng. V vy h khng c cc im ni kt v h kt thc vn vi cc gii php rt n tuyn m khng c tm nhn bao qut v vn . S hiu bit vi kinh nghim cng rng, th chng ta cng c nhiu s thit k tt hn. Vic Apple s dng hin tng t tnh l mt trong nhng v d in hnh cho phng thc m hng lm c c mt cng ngh th n gin nh nhng cc nam chm dng chng v a chng vo cc ng dng khc nhau. Cc cc nam chm u tin xut hin trong cc cht (latches) c trong notebooks ca Apple. Mt nam chm s ko cht ra khi v tr ca n khi m gp my tnh li (lid). Sau , Apple cho thm nam chm vo cc thit b iu khin t xa chng c c an ton gn bn cnh my tnh. Nhng my tnh Macbooks mi hn loi b hon ton cc cht v s dng nhng nam chm mnh hn gi cho my ng li khi khng s dng; nhng my tnh ny cng s dng sc in MagSafe, lun nm ng ch nh cc cc nam chm. Chng c thit k nhm d dng tho ra khi dy din, ngn my tnh ri xung sn nh. y l tng m Apple vay mn c t kt cu ca ni cm in ca Nht Bn, thit b ny cng s dng cc sc in t trong nhiu nm qua vi l do 236

tng t l ngn cho nc si khng b trn ra bp khi mt a tr vng vo dy in. Jobs ni rng mi th ng bit v cc sn phm l do ng hc c t b m ly Heathkit khi vn cn l mt a tr. Cc b m ly Heathkit l loi ph bin dng kt ni vi cc in t nh my thu v tuyn, my khuch i v my to ting vang. Cc m ly ny dy cho Jobs v cc cch th hin s ti kho ca con ngi, hon ton khng phi l nhng vt thn b k diu t trn tri ri xung. N to ra mt t tin cao rng thng qua s khm ph v hiu bit, ngi ta c th hiu c nhng iu dng nh ht sc phc tp trong mi trng ca mnh, ng ni. Tui th ca ti rt may mn v c nh vy. Jobs lun l mt hc sinh say m thit k, kin trc v cng ngh. Cc vn phng ca ng lun trn ngp cc thit b in t c tho bung ra xem chng hot ng nh th no. John Sculley nh li rng Jobs lun nghin cu cc sn phm ca cc nh sn xut khc nhau. Tng phn, tng b phn in t tho ra t cc sn phm nm la lit khp phng, John Sculley vit. Phng tht ba bn v ngn ngang, tranh nh gn y tng. ng y va tr v t Nht vi mt thit b mi c tho ra thnh tng phn, t trn bn lm vic. Bt c khi no Steve nhn thy mt iu g mi l gy cho ng y s t m, ti nhn ra rng, ng y s mua n ri tho ra v c gng tm hiu xem thit b hot ng nh th no. Sculley nh li chuyn i cng Jobs ti Nht gp g Akio Morita, nh ng sng lp huyn thoi ca Sony. Morita a 237

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cho chng ti hai trong s nhng my chi nhc Walkman u tin c ly ra t cc dy truyn sn xut. Steve b cun ht bi iu , Sculley nh li, v vy iu u tin ng y lm l tho n ra v xem xt k cc chi tit n l. Cch lp rp v cng on hon thnh. Cch n c to ra nh th no. Jobs thng a cc nhn vin i tham quan cc vin bo tng v ti cc bui trin lm c bit gio dc cho h v thit k v cu trc. ng y a nhm pht trin Mac ti mt phng trng by ca nh thit k v i Louis Comfort Tiffany, bi v Tiffany l mt nh thit k thng mi ha tc phm ca mnh. NeXT, Jobs a mt nhm ti nh Thc nc ca Frank Lloyd Wright Pennylvania nghin cu v thit k ca mt kin trc s v i. Ti NeXT, Jobs thng lang thang ti cc vn phng ca Sony dc i snh. ng ly cc tp catalogue gii thiu sn phm ca Sony, cn trng kim tra cc font nn c dng, cch cch b tr v nng ca tp catalogue. Trong mt ln, Sculley thy Jobs ln qua ln li trong bi xe vi nhng chic xe -t ang kim tra HQ ca Mercedes. Jobs ang phn tch cc chi tit thit k ca chng, tm ra nhng ng dng m ng c th dng c trong thit k my tnh Macintosh. Hy nhn thit k xe Mercedes, Jobs ni vi Sculley, t l chi tit cao so vi cc dng lu ng. Qua nhiu nm h bin thit k ny tr nn nh hn nhng li chi tit hn. cng l iu chng ta phi lm vi Macintosh. Jobs c nim am m t lu i vi cc thit k ca c. Vo nhng nm 80, trong cn bit th c thn ca ng chng 238

c g ngoi mt chic n piano v mt chic xe BMW en to. Jobs rt khm phc Braun, mt nh sn xut hng in t ca c ni ting vi cc thit k cng nghip sch. Braun kt hp cng ngh cao vi cc thit k ngh thut. Jobs mt vi ln ni rng ng ngh s sng to v cng ngh v s sng to v ngh thut l hai mt ca mt ng xu. Khi c tp ch Time hi v s khc bit gia ngh thut v cng ngh, Jobs ni rng: Ti cha bao gi tin rng chng tch bit nhau. Michelagelo bit rt r v cch ct ti khu m . Hng t cc nh khoa hc my tnh tinh anh nht ti bit c tt c u l cc nhc s. Phn ny tt hn phn kia, nhng tt c h u xem rng l mt phn quan trng trong i sng ca mnh. Ti khng tin rng nhng ngi tt nht mt trong hai lnh vc kia li xem mnh ch l mt nhnh trong mt ci cy a nhnh. Ti khng ngh l nh th. Ngi ta kt hp nhiu th li vi nhau. Tin s Land Polaroid ni rng: Ti mun Polaroid l s giao thoa gia ngh thut v khoa hc, v ti chng bao gi qun iu . Ti ngh rng iu l kh thi v ti ngh nhiu ngi c gng lm nh vy.

Suy ngh linh hot

Apple tng tuyt i c quyn tung ra cc cng nghca ring mnh v xa lnh cc tiu chun cng nghip. Trong sut nhng nm u, hng s dng cng ngh phi chun cho hu ht mi sn phm. Bn phm, chut v mn hnh tt c u s dng cc b ni phi chun. T khi Jobs tr li, Apple tr nn linh hot hn v thc t hn rt nhiu. Apple ang b 239

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i nhiu iu khng ph hp. Dc cc bng mch, Apple dng nhiu nht c th cc thnh phn v b ni tiu chun, chng hn nh USB hoc chip ca Intel. Thm ch Mac cn h tr chut hai nt bm. S sng to l m rng v linh hot, ng thi khng bo h kiu kinh doanh ca bn. Phi c mt s phng tng to bo, sn lng t cc cng ty vo iu mi m tip theo. Mt v d l quyt nh hng iPod ti Windows ca Jobs. Ban u, iPod c to ra ch dnh cho Mac. Jobs mun s dng n nh mi nh thu ht ngi dng Windows. ng hy vng n s l ng c h quay sang Mac. Trong Apple ny sinh mt cuc tranh lun lu di v kh khn. l mt cuc tha lun cam go, Joh Rubinstein, ngi tng ng u ph trch phn cng v cc cng on iPod ca Apple ni. l mt quyt nh quan trng i vi chng ti. Chng ti khng bit n s mang n tc ng nh th no, v vy chng ti tho lun v c hai lun im; quan im ca chng ti v ca nhng ngi kch lit phn i. Rubinstein ni rng cui cng h cng a ra quyt nh vic cho ngi ngi dng Windows c nm mi cng ngh ca Apple to ra hiu ng ho quang n s mang mt tia sng thn thin ti tt c cc sn phm khc ca Apple. Cui cng hiu ng ho quang c tm quan trng ln hn nhiu so vi vic mt i mt vi phn trm doanh thu bn Mac, Rubinstein ni. iPod ko mi ngi vo cc ca hng v cng lc h s xem xt cc my tnh Mac. Rubinstein ni rng s kt hp gia cc ca hng bn l, iPod, 240

Mac v iTunes trn Windows l tt c cc phn trong chin dch chung. Chng s h tr cho nhau, ng ni. H s s dng iTune trn Windows v ni rng: Ci ging nh trn Mac. Jobs gii thiu iPod u tin tng thch vi Windows vo thng 7/2002. Chic iPod c nh dng cho Windows nhng n vn cn mt b ni FireWire, ci ny rt him cc my tnh Windows. Gn mt nm sau , mt s chuyn bin thc s n khi Apple tng cng thm cng iPod kt ni vi my tnh Windows. Thng 5/2003 vi vic cho ra mt iPod th h 3, Apple thm kt ni USB 2 thay th ngay cho FireWire tiu chun. Vic thm USB 2 l s thay i cc k quan trng vi Steve Jobs. N nh du s t b cc nguyn tc ca ng l vic to ra cc sn phm ch yu dnh cho nn tng Mac. Nhng n li c tc ng mnh m nht n doanh thu. Trc khi tin hnh thay i, thng 5/2003, Apple bn c 1 triu iPods. Nhng trong vng 6 thng tip theo, hng bn c thm 1 triu iPod na, v gn 3 triu chic c bn ht trong vng 1 nm. 18 thng tip theo, 9 triu chic c hng bn ra. iPod hin ti chc chn l mt thit b ca Windows. Tt c cc iPod c nh dng cho Windows khng ch cho Mac. Nhng tri ngc vi vic Windows khng tng thch vi cc nh dng file ca Mac, Mac cng vy, nhng chng li khng h gp tr ngi khi kt ni vi iPods c nh dng Window. Tng t nh th, cc sn phm khc ca Apple cng thn thin vi Windows. Nm 2007, Apple cho ra mt trnh duyt Safari dnh cho Windows: mt n lc khc nhm to ra mt hiu ng ho quang xung quanh cc phn mm ca mnh, 241

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c bit khi c nhiu ngi dng Windows ang s dng Safari trn iPhone ca h. iPhone hot ng tt c vi Windows v Microsoft Outlook nh lm vic vi Mac. AppleTV l mt trong nhng ng dng tng thch vi Windows, cc trm base Wifi sn bay ca Apple cng vy. M hnh c ca Apple trong ch nhm gi s c quyn cng ngh b loi b. Jobs hon ton m trn th gii ca Windows. Ngi Howard Stringer ang c gng tip thm sc mnh cho Sony, mi gi v mt s b c sng ch v i tng xy dng v nh hnh nn cng ty, nhng dng nh tp on khng l ny ca Nht Bn mt i kh nng cm nhn s i mi. Nhc s l mt v d hon ho. l ngnh kinh doanh m ng ra Sony phi l ngi lm ch. Sony pht minh ra my nghe nhc c ng Walkman v tip tc thng tr th trng thit b c ng thm ch c khi hng t cc cng ty khc khin Walkman v Discman tr thnh li thi. Nhng trong n lc bo v thng hiu my nghe nhc ca mnh, Sony xy dng my nghe nhc s u tin ca mnh. Ngc nhin l, Walkman s u tin ca Sony khng th chi c cc file nhc MP3, mc d l mt tiu chun ni bt ca nhc s. Thay vo , Sony buc ngi dng phi i nhc ca h sang nh dng ATRAC c quyn ca Sony. D hiu l ngi tiu dng khng thch lm nh vy. H c sn cc tp nhc nh dng MP3 trn my tnh ca mnh, nhng khng th chi trn my nghe nhc ca Sony. Tri li, iPod khng h gp tr ngi g khi chi nhc MP3.

Jobs lun sn sng th nghim khng hn ch v sau tm ra cc tng. iu ny ngi ta thng khng thy c nhiu cc cng ty khc. Chng hn nh Sony, cc gim c thng a ra trong cc cuc hp mt hnh nh n gin v ni: l thit k ca chng ta. Mt k s, ngi tng gn b vi cng ty ny ca Nht Bn trong nhiu nm, ni rng anh ta chng kin vic ny rt nhiu ln. Khng ti no hiu ni ng thi hi b chong ngp cht, anh y hi cch h to ra thit k c th : H a ra da trn nhng la chn g? Ti sao h lai lm n theo cch ny m khng phi bng cch khc? Nhng tt c cc cu hi ca anh y u lun c tr li vi mt mt cu duy nht l thit k c chp thun. H ngh rng mnh thc s i mi, nhng h s lm nhng th mi m, ngi k s gii thch. Phn ln l s chuc ly sai lm. H s mc mt li no , v th h lun i theo nhng g m h lm trc . Cng tng t i vi phn cng. Khi pht trin mt sn phm no , gim c ca Sony thng a ra mt lot cc c im hon thnh cc sn phm v s dng chng nh mt bn thit k chi tit. Nhng khi sn phm ca Sony ra i, th th trng c ri. Rubinstein ni vi ti rng chic iPod ng ra phi l ca Sony. Sony Walkman thay i cch con ngi nghe nhc, ng ni: nhng ti s khng bao gi hiu c l do v sao h li tut n khi tay mnh. ng ra h phi l ch nhn ca n. iPod ng ra phi thuc v Sony. Rubinstein ni rng Sony khng pht trin 243

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iPod bi v hng s lm nh hng ti cc sn phm khc ca mnh. Chnh ni s hi git cht cc sn phm ca bn. Bn khng mun t mnh git cht cc sn phm ca mnh khi chng ang thnh cng. Nhng Jobs khng s. Jobs xa s mu iPod ph bin nht ca Apple khi iPod mini khi ang thi k thi k nh cao vi mt mu mi hn v mng hn, iPod nano. Steve lun lm nhng iu nh vy Rubinstein ni. ng y l mu ngi lun thch th tm kim ci mi. Nu bn khng mun tht li, th bn phi tin ln v chin u.

Bc vo bn trong bn s nhn thy ca hng c rng khim tn, khng qu ln m chng qu nh. Lun c rt nhiu ngi; h lun . Thng c mt on ngi bc vo khi m ca hng; v c mt vi ngi min cng ri khi khi ca hng ng ca vo bui ti. Ca hng y sc quyn r. Bn cm thy nh mnh ang nhn vo mt tng lai Kubrickian trn ngp nhng phn cng ca thi k khng gian sng long. N lun mi gi v thn thin. Bn c th tha thch chi vi mi th trng by, v bn c th cm i vng vng nu bn mun. Bn tr li mt s email v chi mt vi tr chi. Khng bt buc phi tr tin, mi nhn vin u thoi mi khi tr li mi cu hi, thm ch l nhng cu hi cn bn nht. Sau , vo bui ti, s c mt lp ging v bin tp video ti mt sn khu nh ng sau ca hng. Lp hc ny min ph. Apple m cc ca hng bn l u tin vo ngy 19/5/2001 ti Glendale, California, v Trung tm gc Tysons McLean, Virginia. Khi u vi hai ca hng, n nay h thng ny pht trin thnh mt chui hn 200 ca hng v c tc pht trin nng nht trong ngnh kinh doanh bn l. Chui cc ca hng ca Apple c tc pht trin nhanh nht trong lch s ngnh bn l, doanh thu hng nm t 1 triu -la ch trong vng 3 nm, k lc trc do The Gap nm gi. Vo ma xun nm 2006, cc ca hng bn l ny t doanh thu 1 triu -la M mi qu. Cc ca hng bn l ny l nguyn nhn cho s pht trin ln mnh ngnh kinh doanh ca Apple, v ng vai tr then 245

Mt nghin cu v trng hp i mi ca Apple: Cc ca hng bn l

Cc ca hng bn l ca Apple khng hn thnh cng rcr, nhng ni ln v d v s i mi ca hng trong cng vic. Cc ca hng ny ra i l mt s tt yu, c thi thc bi trung tm s, v c pht trin ging nh tt c cc sn phm khc ca Apple c xy dng, th nghim v ci tin. Li xe ti trung tm mua bn ln trong vng bn s c c hi gp cc Ca hng ca Apple. n mnh gia cc gian hng Lane Bryants v Victoria lng ly, bn s thy mt ca hng nh cng ngh cao trn y cc ming nha trng sng v kim loi mu bc. Ca hng khng c tn ch c mt logo ca Apple lp lnh sng v to nm gia mt mt tin bng thp khng g. Di bin hiu ca ca hng, bn s thy mt ca s ln m rng vi hng trng by bt mt gm cc iPhone hoc iPod i mi nht. 244

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Tinh thn sng to: i mi xut pht t u?

cht i vi s hi sinh ca cng ty. S pht trin ca cc ca hng bn l trng vi s pht trin mnh ca iPod. Khch hng n ca hng xem iPod, v nn li tri nghim vi my tnh Mac v doanh thu bn hng ca c hai c th u u tng ln. Cc ca hng ny c doanh thu v cng ln. Mt ca hng ca Apple c th thu c s tin bng 6 ca hng khc cng li trong cng khu bun bn v c th gn bng doanh thu ca mt ca hng Best Buy ln, nhng ch vi din tch bng 10% din tch mt sn. Cc ca hng ny ging nh lot ca hng qun o cht lng cao. Chng rt c o v phong cch. Khng h c mt s p buc no, cc nhn vin thn thin v hp tc. Dch v ny to ra tt c s khc bit. Cc ca hng ca Apple l ni lui ti thng xuyn thoi mi, ni m cc khch hng c th chi vi cc my mc v ra khi ca hng m khng h cm thy ln tn, khng h phi chu ng nhng ting n o v th nh sng kh chu ti cc ca hng bn l khc. Khng h c nhng ngi bn hng sng s sn sng v ly v gy p lc cho khch hng trong vic mua cc dng t tin v cc giy bo hnh b sung khng cn thit. l mt iu tht c bn vi mt s ngi nhng li li du n i vi cng chng. Mt vi iu hng dn n gin thn thin l cha kha em li doanh thu. Tht ngc nhin v mc quan trng ca n i vi vic li ko nhng khch hng mi khng h bit v nhng cng ngh ny. Gn y, ti bt gp mt khch hng tim nng hi rng liu 246

anh y c cn mt my tnh s dng chic iPod mi ca mnh hay khng? Mt ngi khc ang ng k mt kha hc ti Quy Thng minh, ni thng dnh cho vic gii quyt cc s c, hc v cch kt ni iPod vo my tnh v ti nhc. Khi khch hng n mua mt my Mac mi, chic my s c c nhn ha dnh cho ring h, hon ton min ph trc khi h ri khi ca hng. Cc nhn vin s ti cc chng trnh iu khin (driver) cho cc my in hoc camera ca khch hng, v gip ci t kt ni internet. Nhng ngi chuyn sang t Windows thch kiu cm tay ch bo, v n rt khch bit so vi cch bn hng cc ca hng ln, ni s giao tip duy nht ch l vic nhn vin an ninh s kim tra ti hoc xe ca bn khi bn ri khi ca hng. Nhn vin ti cc ca hng ca Apple cc k bn rn v ca hng lun ng khch. Theo Apple, chng l mt trong nhng ca hng bn l ng khch nht trong ngnh cng nghip, i trng vi cc ca hng rau qu ln v cc nh hng ni ting. Khi Apple m ca hng mi, th lun c mt hng nhng ngi hm m dng lu ngay bn ngoi t m hm trc. Mt s ngi i n tt c cc ni khai trng trong vng ca h, mt s tn khc thm ch cn tin hnh cc chuyn bay quc t hoc xuyn quc gia n cc l khai trng ca hng ln ti London, Tokyo hoc California. Khi Jobs quay tr li Apple, ng bit rng cng ty cn s hin din ca dch v bn l ch tn ti. Trc khi Apple m cc ca hng ca mnh, hot ng tip xc trc tip v duy nht vi khch hng l ti hi ngh Mac ton th gii, thu 247

THIN TI GN D

Tinh thn sng to: i mi xut pht t u?

ht ti a 80.000 i biu tham d hai ln mt nm. (Hin ti, hn 80.000 ngi n thm cc gian hng ca Apple mi sng v bui chiu thm 80.000 ngi na!) Vo gia nhng nm 1990, Mac c bn thng qua cc catalogue lnh th hoc ti cc a im bn l ging nh Circuit City hoc Sears, ni m chng thng b vt x cc gi bi bm pha sau. B sao nhng v pht l, Mac khng nhn c nhiu s ch . Nhng ngi bn hng u hng dn khch hng la chn my tnh Windows t hng trc. Mi th ti t vi Mac n mc mt s ngi hm m Mac tnh nguyn tr thnh nhn vin vo ban m ca ca hng hoc cui tun vi vai tr ca mt ngi bn hng, c gng nhm bn cc my Mac trong v vng vo thi gian rnh ri ca h. Vo cui nhng nm 1990, Apple bt u tin hnh th nghim vi cc ca hng nh trong h thng ca hng ti CompUSA, v thu c thnh cng nht nh. Chnh t Jobs nhn thy rng mun bn Mac, Apple cn m rng s hin din mang cc c tnh ca Apple nhiu hn trn cc i l. Nhng Jobs mun kim sot ton b, iu ch c th thc hin c nu Apple m ca hng ring. Jobs mun c kinh nghim mua hng tt nht i vi sn phm ca mnh, v ngh rng hu ht nhng ngi bn li u khng sc u t vo ca hng ca mnh hoc tin hnh ci tin cch bn khc. Jobs pht biu nh vy trn tp ch Wall Street. Hy ch n cm t m Jobs a ra: Kinh nghim mua hng tt nht. Ging tt c cc n lc khc ca Jobs, nhng ca hng ca Apple u c nh hng bi kinh nghim v khch hng. 248

Trong thi im , Jobs ni rng 95% khch hng thm ch khng h quan tm n Apple v cng ty cn mt v tr vi mt i ng nhn vin hiu bit nhm ch ra cch m Mac c th tr thnh trung tm trong i sng ca ngi tiu dng. Cc ca hng s c bit ch trng vo nhm ngi dng Windows. N s l ni thn thin h c th xem xt cc my Mac. Mt dng khu hiu c s dng chung cho lot cc ca hng l : 5 down, 95 to go (m ch 5% th phn th trng ca Mac so vi 95% ca Microsoft.) Jobs t rathn trng i vi vic bn l, v th qun bi thng thy ca ng l tuyn m ngi tt nht c th. Ngi l Mickey Drexler, Ch tch kim Tng gim c iu hnh ca The Gap. Thng 5/1999, Drexler ra nhp hi ng iu hnh ca Apple. S chuyn nghip trong marketing v bn l ca Drexler s l mt ngun lc quan trng khi Apple tip tc ln mnh trong th trng ngi tiu dng, Jobs pht biu trc bo gii. Drexler s b sung mt kha cnh hon ton mi trong hi ng ca Apple. Sau Jobs ku gi Ron Johnson, mt i th trong lnh vc bn l ngi gip bin Target t mt hng khng c th hng ca Wal-Mart tr thnh mt hng cung cp cc thit k c ng danh ting. Johnson tuyn m cc nh thit k mi nhm thit k cc dng gia nh cho Target, t cng ty c c mt ci tn nghe rt Php Tar-jay. 8 nm sau, thit k tr thnh nn tng trong chin dch kinh doanh ca h, Johnson ni nh vy, khi lc ny ng ang l ph ch tch cao cp ph trch bn l ca Apple.29 249

THIN TI GN D

Tinh thn sng to: i mi xut pht t u?

Thng 1/2000 Jobs thu Johnson, mt ngi min Trung Ty vc dng to cao thn thin vi mi tc xm bng bnh v n ci rng m. Nhng t u tin Jobs ni vi Johnson l : Bn l l mt cng vic kh khn. Jobs ni thm rng Chng ta s lm vi mt cht xu lo ngi, bi v bn l l mt ngnh kinh doanh kh khn. u tin, Johnson khng th ni vi bt k ai rng mnh ang lm vic cho Apple. ng s dng b danh l John Bruce (i tn m) v mt chc danh gi cc i th cnh tranh khng bng gi n k hoch bn l ca Apple. Johnson khng s dng tn tht ca mnh, c trong cng ty cho n sau khi Apple m mt s ca hng. Khi Apple m ca hng bn l u tin ca mnh vo thng 5/2001, hu ht cc hc gi ngh rng hng ny ang mc mt sai lm nghim trng. Gateway, cng ty my tnh khc duy nht c nhng ca hng bn l, ang tin hnh xa b m hnh ny. Cc ca hng ca Gateway khng thu ht c khch hng. Chng hiu sao cc ca hng bn l ca cng ty ny li khng c bt k mt bn thuyt minh sn phm no. Khch hng c th xem xt sn phm, nhng phi t hng trn mng. iu ny lm mt i c hi y mnh doanh thu bn hng. V th, cc khch hng ca Gateway s t ng v cc ca hiu ln khc, ni h c th c c nhiu s la chn hn t cc nh sn xut khc nhau v mua nhng g h mun . Trong khi , Apple vn cha cho thy nhiu du hiu ca s khi sc. Bong bng internet ang bng n, th trng 250

chng khon NASDAQ chu bt ton (thua l, i xung), v Dell, hng s hu kiu mu kinh doanh my tnh gn nh hon ho bn hng trc tip qua Internet ang tn dng trit cc n t hng. Doanh thu ca Apple gim t 12 t -la xung cn 5 t -la v gi hng ch c th cng b li nhun khim tn. iPod s khng th xut xng trong vng 6 thng tip theo (v khng ai ngh rng ri n s tr thnh mt cn st). y c th coi l thi k kh khn nht cho mt cng ty ang u tranh dn thn vo mt th nghim mi l y tn km trong lnh vc bn l. Ti cho h hai nm trc khi h c c nhn thc v mt sai lm rt au xt v tn km, chuyn gia bn l David A. Goldstein phn nh quan im trong thi k t Business Week. Khng mt nh quan st cng nghip, mt nh phn tch Ph Wall, hay mt nh bo no dm ln ting rng l mt tng tt. Rt t nhng ngi ngoi cuc ngh rng cc ca hng mi, d c c thai nghn tt nh th no, li c th gip a Apple quay tr li con ng pht trin nh cao, T Business Week vit nh vy.

Lm giu cuc sng theo ng hng

Cho n tn nhng nm 1990, hu ht cc ca hng vnbn hng ca nhiu hng khc nhau mt dng ca hng bch ha. Nhng cui thp nin 1980, The Gap lm mt cuc cch mng bn l bng cch loi b tt c cc thng hiu khc v tp trung vo dng sn phm may mc ca ring 251

THIN TI GN D

Tinh thn sng to: i mi xut pht t u?

mnh. Vi vic bn rt nhiu cc mt hng thit yu bnh dn y phong cch nhng hp vi ti tin ca qung i qun chng, The Gap c bc pht trin thn tc. Doanh thu t 480 triu -la nm 1983 tng ln con s 13,7 t -la trong nm 2000 v i vo lch s nh mt chui ca hng bn l t tc tng trng nhanh nht (Sau n chch hng, nhng l mt cu chuyn khc). Hin ti m hnh ca The Gap c rt nhiu cc hng bn l bt chc, c bit khng ch trong lnh vc qun o trang sc m cn c c cc cng ty cng ngh nh Sony, Nokia, v Samsung. Thm ch Dell, mt hng bn l qua Web k cu vi nhng nm 1990 y pht t cng ang m cc ca hng ring ti nhng khu ph kinh doanh sm ut ng thi bn my tnh thng qua chui siu th Wal-Mart, Costco v Carrefour ca Php chu u. Hu ht cc nh bn l u ch quan tm n vic bn cng nhiu hng cng tt. Gateway gi l chin lc kim loi nng chy. Trit l a Gateway n cc kt lun chc chn l: chi ph thp, cnh tranh v gi c v t cc ca hng ti nhng ni c gi bt ng sn r, ging nh nhng bi xe lc n. Nhng tt c nhng quyt nh ny ha ra li tr thnh mt thm ha. Vn ln nht l khng mt ai ving thm cc ca hng ca Gateway. Hu ht mi ngi c hai hoc ba nm s mua mt my tnh mi. mua hng ti cc ca hiu ca Gateway, h buc phi qu giang thm mt on ng. Cc ca hng khng nm ti nhng ni m h i mua sm l cc khu ph bun bn. Ca hng nm nhng bi xe xa tt 252

tp. Trong giai on ln mnh trong hot hng bn l ca Gateway, khi m hng c gn 200 ca hng vi 2.500 nhn vin, th mi tun s lt khch cng ch c 250 ngi. ng nh vy: 250 lt khch 1 tun. Thng 4/2004, sau mt vi nm doanh thu thm hi, Gateway ng tt c cc ca hiu ca mnh im ca mt sai lm au xt v tn km. Tri li, Jobs mun thu ht khch hng n ca hiu ca mnh. Jobs mun mt ca hng c phong cch sng, khch hng c th c thng thc phong cch sng s ca Apple v hy vng h s ra v vi mt chic my yu thch trn tay. Mt trong nhng quyt nh then cht u tin chnh l phi t cc ca hng nhng ni qua li ng c. Quyt nh u tin ny c xem l mt bc t ph nhng ban u phi chu nhiu ch trch, bi v nhng ni sm ut thng ni ting v chi ph nh t t . Apple chn nhng khu ph mua sm cao cp v cc a im snh iu t ca hng ca mnh, khng phi l cc khu mua sm lo to gi thu r nm ra thnh ph. tng b tr ca hng l nhng ni ngi dn thng i b qua li, bi tr ca hng tht hp dn thu ht nhng ngi t m n xem n nh th no. Nu hu ht nhng ngi mua my tnh thm ch khng quan tm n Apple, th chc chn h cng khng b ra 20 pht li xe ti mt ca hng xa tt tp ti mt bi xe no cng xa tt tp. Gi ca bt ng sn s t hn nhiu, Jobs ni trn t Fortune. Nhng ngi ta s khng phi lng ph 20 pht trong qu thi gian ca mnh. H ch phi b ra c 20 bc chn m thi. l mt cu thn ch xa v bt ng sn v tr, v tr v v tr. 253

THIN TI GN D

Tinh thn sng to: i mi xut pht t u?

Apple lp k hoch la chn cc a im rt k bng vic s dng d liu v iu tra dn s v thng tin v cc khch hng ng k ca mnh. Apple cha bao gi l cc tiu chun chn la v tr ca hng, nhng Gary Allen, mt nh quan st k lng chin dch bn l ca Apple, ngi iu hnh ifoAppleStore.com, mt trang web h tr cho chui ca hng bn l ny, rp cc phn trong tin trnh ca cng ty li vi nhau. Theo Allen, n l s kt hp gia s khch hng ng k ca Apple trong mt khu vc no , nhn khu hc xc nh, c bit l tui v thu nhp trung bnh ca cc h gia nh, v gn vi cc trng hc v i hc ln, v rt khn ngoan l cc ng quc l xuyn cc bang ln. Vn ln nht m Apple gp phi l tm mt v tr trong cc khu mua sm ph hp. Apple phi i 3 nm c c mt v tr tt ti San Francisco, qu hng ca cng ty. Trong cuc hp chin lc ban u vi Jobs, Ron Johnson c thuyt minh v dng sn phm ring bit ca Apple: hai my tnh xch tay v hai my tnh bn. l thi im trc khi ra mt iPod. Johnson i mt vi vin cnh lp y mt ca hng 6000m2 ch vi 4 sn phm. Johnson nh li: qu l mt th thch. Nhng n m ra mt c hi, chng ti ni rng : V chng ta khng c cc sn phm lp y khong khng gian kia, nn hy ph kn n bng kinh nghim quyn s hu. Khi Jobs v Johnson bt u suy ngh v cc ca hng, h khi im vi mt tm nhn khc thng bn hng vi mc 254

ch lm giu cuc sng, Johnson ni. Khi chng ti hnh dung kiu bn l ca Apple, chng ti ni rng n phi kt ni vi Apple. Rt d dng lm giu cuc sng. Lm giu cuc sng. l nhng g m Apple lm trong hn 30 nm qua. Mc ch lm giu cuc sng dn n hai mc tiu r rng, l : thit k cc ca hng da trn kinh nghim c c v khch hng v nhn thc v kinh nghim quyn s hu i vi vng i sn phm. u tin, thit k ca hng da trn kinh nghim v khch hng khng ging nh thit k da trn kinh nghim v bn l. Hu ht cc nh bn l u tp trung vo cch thc khch hng s tm v la chn cc sn phm trong ca hng, v sau buc h mua cng nhiu cng tt. Nhng Jobs v Johnson t t cu hi cho mnh l cc sn phm ny s p ng nh th no trong bi cnh i sng ca khch hng, tri nghim cuc sng ca h. Johnson gii thch: Chng ti khng ngh v kinh nghim ca ngi tiu dng trong ca hng. Chng ti ni: Hy thit k ca hng ny xung quanh tri nghim cuc sng ca h. Th hai, Chng ti mun cc ca hng ca mnh to ra kinh nghim quyn s hu cho khch hng, Johnson gii thch. Ca hng s tp trung theo sut vng i ca sn phm, ch khng ch l khonh khc giao dch. Trong nhiu ca hng, mi quan h gia khch hng v ca hng chm dt khi giao dch kt thc. Ti cc ca hng ca Apple : Chng ti mun rng chnh l ni bt u mi quan h lu di. 255

THIN TI GN D

Tinh thn sng to: i mi xut pht t u?

Vic u tin chng ti lm l a ra mt danh sch, Johnson ni. Lm giu thm cuc sng bn s thc hin iu nh th no? H quyt nh ca hng ch nn c v ng cc mt hng ca Apple. Qu nhiu sn phm s lm phn tm ngi tiu dng. Johnson hc c nhng li ch v la chn hn ch Target. Mt s gim c iu hnh ca Target mun t y gi vi cng nhiu mt hng cng tt. Nhng Johnson li bit rng nh bn l hng u trong lnh vc dng nh bp William Sonoma ch ln gi hai bp nng in. khng phi l mt vic sp xp hng ha dn tri, m phi l vic sp xp ng v . Johnson ni nh vy. Jobs v Johnson cng quyt nh khch hng nn c khuyn khch th chy tt c cc sn phm. Trong thi gian ny, hu ht cc ca hng my tnh u c cc mu trng by ang hot ng, nhng khch hng khng th ti ln cc phn mm hoc kt ni vi Net hoc ti nh t my quay s ca h xung. Ti cc ca hng ca Apple, khch hng c thoi mi th tt c cc ng dng ca my trc khi mua. u tin, Jobs suy ngm v tng th mt vi ca hng v xem xem chng hot ng ra sao. Nhng theo li khuyn ca Mickey Drexler, Jobs cho xy dng mt ca hng b mt