RINAPE :: Volume #15

#1435: Comprehensive compromise

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Present Jobs, to Li Mu is one special „weak”, this type special „weak” is not „food tasteless, hates to discard something”, but is „food tasteless and abandoned fearfulness”. 眼下的乔布斯,对李牧来说是一个特殊的“鸡肋”,这种特殊的“鸡肋”不是“食之无味、弃之可惜”,而是“食之无味、弃之可怕”。 The Jobs maximum value lies in he to initially generation of the definition of iPhone, ipad and app-store, in smartphone with moving in the internet developing process, Jobs is person of a great inventor who creates a time, but he is not a good merchant, stage that Apple amasses money truly crazily, after is Tim Cook takes over, starts truly. 乔布斯最大的价值在于他对初代iphone、ipad、app-store的定义,在智能手机与移动互联网的发展过程中,乔布斯是一人缔造一个时代的伟大发明家,但他不是一个好的商人,苹果真正疯狂敛财的阶段,是蒂姆・库克接手之后才真正开始的。 Now, in the Li Mu brain has the latest definition of iPhone, ipad and app-store, these definitions originate after Jobs passed away for several years, purely from the angle of definition, Li Mu completely had exceeded Jobs, therefore at this time, Jobs to him, no use value. 现在,李牧脑子里已经有了iphone、ipad、app-store的最新定义,这些定义来源于乔布斯去世数年以后,单纯从定义的角度上,李牧已经完全超越了乔布斯,所以在这个时候,乔布斯对他来说,没什么使用价值。 Moreover Jobs is relatively biased, at any time thinks oneself are correct, such firm self-confidence and faith, making Li Mu at heart very clear, oneself are very difficult to surrender Jobs. 而且乔布斯这个人相对偏执,任何时候都认为自己是正确的,这样坚定的自信心与信念,使得李牧心里很清楚,自己很难降服乔布斯。 Surrenders Jobs to do? Let he has beginning iPhone beginning generation of machines as well as iOS the concept of generation of versions? Oneself have the internal combustion engine and gas turbine even nuclear reactor like this advanced idea obviously, but also takes one does watt of designing the steam engine do? Oneself only need routinely first puts out the steam engine, then puts out the internal combustion engine, a point image squeezed out toothpaste to take the new technology to be enough equally. 况且,降服乔布斯干嘛呢？让他出iphone初代机以及ios初代版的概念？自己明明已经有了内燃机、燃气轮机甚至核反应堆这样的先进理念,还要一个设计蒸汽机的瓦特干嘛？自己只需要按部就班的先拿出蒸汽机,再拿出内燃机,一点点像挤牙膏一样把新技术拿出来就足够了。 Li Mu and moves the understanding of internet to the smartphone, in the solid river of history, led the present Jobs at least ten years, without Jobs threatens like this, Li Mu can enjoy at 1 : 1 proportion these ten years lead slowly, even can also the suitable time reduces the speed again, but if there is a Jobs, and Jobs may threat oneself, oneself to likely cope with Jobs's threat, on to speed up consuming own lead, finally compresses these ten years superior period to eight years and five years, even is shorter. 李牧对智能手机和移动互联网的理解,在实实在在的历史长河中,领先了现在的乔布斯至少十年,如果没有乔布斯这样的威胁,李牧可以把这十年的领先优势以1:1的比例慢慢享用,甚至还可以适时机的把速度再降低一些,但如果有乔布斯,并且乔布斯有可能对自己构成威胁的话,那自己为了应对乔布斯的威胁,很可能就必须加快消耗自己的领先优势,最终把这十年的优势期压缩到八年、五年,甚至更短。 Li Mu is not willing to take such risk, therefore after purchasing Apple, Jobs wants the absolute controllability, if not controllable, must conduct threat to him, making him not pose the threat to the Muye Science and Technology future development. 李牧不愿意冒这样的风险,所以收购苹果之后,乔布斯这个人要绝对的可控,如果不可控,就要对他进行去威胁化,让他不会对牧野科技未来的发展产生威胁。 As for Tim Cook, Li Mu must lock him is not because feared that he will have the influence on the Muye Science and Technology future, but hopes enrolls very much under him, and wants gradually to digest the Muye Science and Technology core member him, will make him undertake in the future compared with Lin Qingya and Kong Lingyu even Liu Qiangdong and a Lei Jun bigger responsibility. 至于蒂姆・库克,李牧要锁定他不是因为怕他会对牧野科技的未来造成影响,而是很希望把他招入麾下,并且希望逐渐把他消化成牧野科技的核心成员,甚至在将来让他承担比林清雅、孔令宇甚至刘镪东、雷君更大的责任。 Reason that has such high anticipation to Tim Cook , because looks like in Li Mu, Tim Cook is actually regardless of needs at any time the top talent, the reason is unable, because Tim Cook understands to make money. 之所以对蒂姆・库克抱有这么高的期待,是因为在李牧看来,蒂姆・库克其实才是自己无论任何时候都需要的高端人才,原因无法,就因为蒂姆・库克更懂赚钱。 Jobs once asserted that no one needs the big screen cell phone, the iPhone 4 sizes are the world's most perfect cell phones, the big screen cell phone stupidly and is incomprehensible, is impossible to have the market, but Apple not possible to do, other result brands introduce the big screen cell phone, after Tim Cook takes over, immediately start from iPhone 5, continually promotes the Apple cell phone size, the iPhone 4 sizes are 3.5 cuns (2.5 cm), iPhone 5 are 4 cuns (2.5 cm), iPhone 6 are 4.7 cuns (2.5 cm), plus are 5.5 cuns (2.5 cm), the brave words when this completely violates Jobs was alive establishes, trades is actually the unceasing increase of Apple sales volume, and is successful throughout it. Forest ; 乔布斯曾断言没人需要大屏手机,iphone四的尺寸是世界上最完美的手机,大屏手机愚蠢而又不可理解,不可能拥有市场,而苹果也不可能去做,结果其他品牌纷纷推出大屏手机,蒂姆・库克接手之后立刻从iphone五开始,不断提升苹果手机尺寸,iphone四的尺寸是3.5寸,iphone五是四寸,iphone六是4.7寸,plus款是5.5寸,这完全违背了乔布斯在世时立下的豪言,换来的却是苹果销量的不断提升,并始终立于不败之林; Jobs refuses to introduce the mini edition ipad, thinks that no one can want that type of thing, but after Tim Cook promotes ipad-mini, the mini sales volume exceeded the ordinary sales volume ; 乔布斯拒绝推出迷你版本的ipad,认为没人会要那种东西,但蒂姆・库克推出ipad-mini之后,mini的销量超越了普通款销量; Two people biggest difference is, Jobs the father who oneself regard the consumer, the father's attitude to the son is: I thought that anything is good to you, anything really good, you do not have the qualifications to bargain back and forth with me, I give you anything, you used anything to be right ; 两人最大的差别是,乔布斯把自己当成消费者的爸爸,爸爸对儿子的态度就是:我觉得什么对你好,什么才是真的好,你没有资格跟我讨价还价,我给你什么,你用什么就对了; Tim Cook the grandson who oneself regard the consumer, the grandson's attitude to the grandfather is: I thought that you like anything, I give you anything, I want, for you abandon all principles, so long as you pay money that's alright. 蒂姆・库克把自己当成消费者的孙子,孙子对爷爷的态度就是:我觉得你喜欢什么,我就给你什么,我愿意为了你放弃一切原则,只要你付钱就行。 Therefore, the talent like Tim Cook, making him be responsible for anything without issue, he in the responsible domain, will certainly find the solution that most makes money, so long as Tim Cook can be willing to become under a Li Mu great general, Li Mu is even willing to give him to do the CEO position, Li Mu believes that his are competent such role. 所以,像蒂姆・库克这样的人才,让他负责什么都没问题,他一定会在自己负责的领域里,找到最赚钱的解决方案,只要蒂姆・库克能够心甘情愿成为李牧麾下的一员大将,李牧甚至愿意把ceo的位置让给他来做,李牧相信他比自己更胜任这样的角色。 With the constant development of Muye Science and Technology, and the continuous growth of Taobao net and Alipay, Li Mu knows that own energy will be certainly getting more and more scattered, outside also has many other layouts let alone, for example Elon Musk and Mark Zuckerberg, his future energy will be getting more and more difficult to place in the concrete development of some business, therefore he must for each business, find appropriate competent person in charge. 随着牧野科技的不断发展,以及淘宝网、支付宝的不断壮大,李牧知道自己的精力一定会越来越分散,更何况外面还有很多其他的布局,比如埃隆・马斯克与马克・扎克伯格,他将来的精力越来越难放在某一项业务的具体发展上,所以他必须要为每一项业务,找到合适称职的负责人。 ...... …… Lin Qingya and Tim Cook chatted for quite a while, but does not have representative Muye Science and Technology to Lin Qingya finally, to Tim Cook a practical offer. 林清雅与蒂姆・库克聊了半天,但到最后林清雅也没有代表牧野科技,给蒂姆・库克一个切实的报价。 She told Tim Cook, Li Mu this time gave her explicit confession, Apple Corporation, if can accept a series of conditions that he put forward, everyone had the possibility of continuing the thorough communication, necessity that otherwise has not continued to chat completely. 她告诉蒂姆・库克,李牧这次给了她明确的交代,苹果公司如果能接受他提出的一系列条件,大家才有继续深入沟通的可能,否则完全没有继续聊下去的必要。 Now what can guarantee to Tim Cook, so long as Apple accepts the request of Muye Science and Technology, Muye Science and Technology will purchase Apple comprehensively, will soon face the iPod business of huge loss including Apple, when delists from NASDAQ including Apple, needs to give the extra premium compensation of investor. 现在能够给蒂姆・库克保证的是,只要苹果接受牧野科技的要求,牧野科技就会全面收购苹果,包括苹果即将面临巨大亏损的ipod业务,也包括苹果从纳斯达克退市时,需要给股民的额外溢价补偿。 Actually so long as had these two safeguards, the Apple high-level heart to have put down most, because they do not need to make up these two big holes again, because these two big holes if really makes up, may make in their asset enormous scope shrink, if Li Mu can help them fill a hole, gives them again the stock market price 80% purchase prices, to them is the life-saving efforts. 其实只要有了这两个保障,苹果高层的心就已经以放下大半了,因为他们不需要再去补这两个大窟窿,因为这两个大窟窿真要是补起来,可能会让他们自身的资产极大幅度上缩水,如果李牧能够帮他们补窟窿,再给他们本身股份市价80%的收购价,对他们来说就已经是救命之恩了。 Therefore, when Tim Cook the words bring back to Apple Corporation, entire Apple core level in consideration only has two things: 所以,当蒂姆・库克把话带回苹果公司的时候,整个苹果公司核心层在考虑的只有两件事情: First, how to guarantee that 90% core management levels as well as 80% staff accept the Muye Science and Technology condition ; 第一,怎么确保90%的核心管理层以及80%的员工接受牧野科技的条件; Second, how to guarantee that Jobs accepts the Muye Science and Technology condition ; 第二,怎么确保乔布斯接受牧野科技的条件; The difficulty is not big, after all most people are not willing to thrust the unemployment oneself the awkward position, let alone Muye Science and Technology is the top big company, a better platform, more resources also indicate a bigger opportunity . Moreover, the key is the Muye Science and Technology commitment pay raise, even if some people, because the peculiar circumstance does not have the means to accept this offer, but ensure most people accept or do not have the issue ; 第一点难度不大,毕竟大部分人都不会愿意把自己推入失业的尴尬境地,更何况牧野科技是业内顶尖大公司,更好的平台、更多的资源也预示着更大的机会,而且,关键是牧野科技承诺涨薪,就算是有些人因为特殊情况没办法接受这个offer,但确保绝大部分人都接受还是没问题的; But, most essential is Jobs, no one has grasped convinces him to accept the Muye Science and Technology condition, because this condition seems like, how to seem like Jobs to me sacrifice the empirical ego greatly. 可是,最关键的就是乔布斯,谁都没有把握说服他接受牧野科技的条件,因为这个条件看起来,怎么都像是乔布斯必须要为了大我而牺牲小我。 But who knows, Jobs although is a talent, but also is a paranoia, no one has grasped can convince him. 但谁都知道,乔布斯虽然是个天才,但也是一个偏执狂,谁都没有把握能够说服得了他。 Finally, understood specially Jobs's core level says: „The Steve that side I go to communicate with him, I understand him compared with you, should be able to convince him.” 最后,一个特别了解乔布斯的核心层开口说道:“史蒂夫那边我去跟他沟通吧,我比你们都了解他,应该能说服得了他。” ...... …… One day later, Tim Cook has an exciting and excited heart, informs Lin Qingya officially, Apple Corporation totally accepts the Muye Science and Technology condition, wants to conduct more further negotiations. 一天之后,蒂姆・库克怀揣着一颗兴奋与激动的心,正式告知林清雅,苹果公司完全接受牧野科技的条件,希望进行更进一步的谈判。 Tim Cook also didn't expect, some unexpectedly people really can find the means that making Jobs comply with Muye Science and Technology signs for six years to compete industry the agreement. 就连蒂姆・库克也没想到,竟然有人真的能找到办法,让乔布斯答应与牧野科技签订六年的竞业协议。 However, making Jobs sign this to compete industry the agreement, the Apple shareholder level also made many efforts, they complied, regardless of Muye Science and Technology gave the shareholder finally level many percentage, they must guarantee the stock in Jobs hand, can obtain market price 150% offer, in other words, the price that if Muye Science and Technology gave was lower than 150%, the price difference needs the Apple shareholder level to share in proportion, the subsidy gave Jobs together. 不过,让乔布斯签订这个竞业协议,苹果的股东层也付出了不少努力,他们答应无论牧野科技最终给股东层多少的百分比,他们都要确保乔布斯手里的股份,可以得到市价150%的offer,也就是说,如果牧野科技给的价格低于150%,差价都需要苹果股东层来按比例分摊,一起补贴给乔布斯。 Is good are not many because of the stock that Jobs has, he altogether has almost 5 million Apple stocks, the estimate of if according to 150% market price purchases, altogether also on 3000 ten thousand USD, need shareholders dividing equally also 10 million. 好在乔布斯所拥有的股份并不多,他一共持有差不多500万股苹果股票,如果按照150%的市价收购,一共也就三千多万美元,这其中需要股东们均摊的估计也就一千万。 Everyone is very curious, how that core team members convinced Jobs to accept for six years to compete industry the agreement, when that core team members said the whole story, all talent suddenly realize. 所有人都很好奇,那位核心团队成员是如何说服乔布斯接受六年竞业协议的,当那位核心团队成员说出原委的时候,所有人才恍然大悟。 Actually, he convinced Jobs's reason to be very simple, was two characters: Reputation. 其实,他说服乔布斯的理由很简单,就是两个字:名声。 He told Jobs, now Li Mu is interested in taking over Apple, was the iPod best leaving the stage way, because Li Mu pledged that can process all losses that the iPod business incurred, he will refund money to the user, meets the dealer returned goods, will settle accounts the fund that Apple fell behind to the OEM (original equipment manufacturer) supplier side, by this ensure iPod dignified withdrawal historical arena, Jobs was the father of iPod, if iPod left the stage dignified, his prestige can also be able to preserve, but if iPod left the stage distressedly, finally let the consumer, the dealer as well as OEM (original equipment manufacturer) supplier side rally togethers to attack, Jobs's reputation destroyed thoroughly, no one thinks that he once invented great. The product named iPod, everyone only remembers that his iPod pit big group of people, became huge scandal in an electronic products domain. 他告诉乔布斯,现在李牧有兴趣接手苹果,是ipod最好的退场方式,因为李牧承诺会处理好ipod业务所带来的一切损失,他会给用户退款,会给经销商退货,会给代工方结算苹果拖欠的款项,以此来确保ipod体面的退出历史舞台,乔布斯是ipod之父,如果ipod体面退场,他的声誉也能得以保全,但是如果ipod狼狈退场,最后让消费者、经销商以及代工方群起而攻之,那乔布斯的名声就彻底毁了,没人会认为他曾经发明了一款伟大的产品名叫ipod,大家只会记得他的ipod坑了一大堆人,成了电子产品领域中的一桩巨大丑闻。 Besides these, this person of also vague reminding Jobs, Li Mu is plays the media and expert of user public opinion guidance, the resources in his hand powerful are also unprecedented, if he feels discontented to Jobs slightly, can borrow the iPod event, through the Muye Science and Technology powerful propaganda channel, making Jobs bring ruin and shame upon oneself. 除了这些,这人还隐晦的点醒乔布斯,李牧是玩媒体以及用户舆论引导的专家,他手里的资源之强大也是前所未有,如果他稍微对乔布斯心怀不满,都可以借ipod事件,通过牧野科技强大的宣传渠道,让乔布斯身败名裂。 Moreover, Jobs in SF Express with the current of outside also Pixar animation development, but Li Mu unceasingly is also increasing in the Hollywood influence nowadays, a China the 80's Zombie(s) movie made him whirl away 300 million box offices in US (America) actually, not only this was enormous showing of Muye Science and Technology information generalization ability, was a powerful verification of Muying Ticket System to movie box office influence, if Jobs really provoked Li Mu, in the future Pixar in the development of Hollywood, extremely will be perhaps difficult. 而且,乔布斯在外面还有一个皮克斯动画发展的顺风顺水,可是李牧现如今在好莱坞的影响力也在不断加大,一部华夏80年代的僵尸电影硬是让他在美国卷走了三亿票房,这不但是牧野科技信息推广能力的极大彰显,也是牧影票务系统对电影票房影响力的一次强有力印证,如果乔布斯真惹恼了李牧,将来皮克斯在好莱坞的发展,恐怕也会极度艰难。 Jobs compromised finally. 乔布斯最终还是妥协了。 Left Apple, he also has Pixar ; iPod was defeated by Mango, the world also remembers in the past he used beginning when generation of iPod shocking world graceful bearing, but, if iPod became the big stain of life finally, but own Pixar also by the Li Mu comprehensive converging attack, oneself was really anything does not have. 离开了苹果,他还有皮克斯;ipod被mango击败了,世界也还会记得当年他用初代ipod惊艳世界时的风姿,但是,如果ipod最终成为自己人生的一大污点,而自己的皮克斯又被李牧全面夹击的话,那自己就真的是什么都没有了。 Therefore, Jobs made oneself decision: Accepts the Li Mu's condition, although does not return to Apple, but is willing to sign for six years to compete industry the agreement, in the following time, he decided that leaves internet, to leave the software and hardware research and development, he wants all energy centralized at the animated film, the setback and crisis that because Apple suffers are more serious, he more thought that pure and happiness of animated film, he felt, gives up internet and hardware sector mistrusts each other, the life and death competition, makes a pure fine thing safely instead is a better choice, after all oneself have made the money of enough enough for a lifetime spending. 所以,乔布斯做出了自己的决定:接受李牧的条件,虽然不重返苹果,但愿意签订六年竞业协议,在接下来的时间里,他决定离开互联网、离开软硬件研发,他想把所有的精力都集中在动画电影上,因为苹果遭遇的挫折与危机越严重,他越觉得动画电影的单纯与美好,他觉得,放弃互联网以及硬件领域尔虞我诈、你死我活的竞争,安心做点单纯美好的东西反而是一个更好的选择,毕竟自己已经赚够了足够一辈子花的钱了。 Hence, one generation of giants, under the Li Mu's intervention and influence, gave up the opportunity of becoming the giant, he only wants to rule in one corner of the kingdom now, bloomy spring. 至此,一代巨人,在李牧的干预与影响下,放弃了成为巨人的机会,他现在只想偏安一隅,春暖花开。
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