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CEO","person-tim-cook","段永平评价库克，核心是理性、理解乔布斯追求、延续苹果文化，并把苹果从乔布斯时代带入更大规模的长期经营。",5230,{"title":771,"slug":772,"description":773,"category":676,"order":774,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"马云：段永平为什么一直认为他了不起","person-mayun","段永平对马云的评价长期很高：他看重马云兼具理想主义和现实主义，也欣赏其勇气和企业文化意识；但这不等于他对阿里没有保留。",5240,{"title":776,"slug":777,"description":778,"category":676,"order":779,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"丁磊：段永平为什么说他很有悟性","person-dinglei","段永平评价丁磊，核心是“很有悟性”、单纯、不算计人，而且在网易现金很多时没有犯大错。",5250,{"title":781,"slug":782,"description":783,"category":676,"order":784,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"马化腾：段永平为什么正面评价他","person-mahuateng","段永平对马化腾的评价简洁但重要：人不错、年轻，并且微信和微信支付的影响非常大且深远。",5260,{"title":786,"slug":787,"description":788,"category":676,"order":789,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"俞敏洪：段永平为什么说他是条汉子","person-yuminhong","段永平欣赏俞敏洪的韧性和面对问题的能力，甚至说他是“条汉子”；但也认为俞离顶级企业家还有距离，新东方生意模式不是自己特别喜欢的类型。",5270,{"title":791,"slug":792,"description":793,"category":676,"order":794,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"季克良：段永平为什么说他对茅台至关重要","person-jikeliang","段永平评价季克良，核心是质量文化和造钟人作用：季克良让茅台成为今天的茅台，功不可没。",5280,{"title":796,"slug":797,"description":798,"category":676,"order":799,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"黄仁勋：段永平为什么欣赏他","person-huangrenxun","段永平欣赏黄仁勋，重点在真诚、有能量、长期方向一致，以及带领英伟达形成强生态；但他仍然区分“欣赏人”和“看懂英伟达十年护城河”。",5290,{"title":801,"slug":802,"description":803,"category":676,"order":804,"type":805,"volume":9,"volumeOrder":9,"chapterOrder":9},"段永平高度评价过的公司","topic-highly-rated-companies","段永平高度评价公司时，核心标准不是名气，而是能否长期做对事情：好产品、好商业模式、好文化、好管理层和可理解的未来现金流。",5300,"topic",{"title":807,"slug":808,"description":809,"category":676,"order":810,"type":805,"volume":9,"volumeOrder":9,"chapterOrder":9},"段永平高度评价过的人","topic-highly-rated-people","段永平评价人，重点不是名气，而是这个人是否理性、真诚、关注本质、能长期做对事情，并能把个人能力沉淀为组织能力。",5310,{"title":812,"slug":813,"description":814,"category":676,"order":815,"type":805,"volume":9,"volumeOrder":9,"chapterOrder":9},"段永平正在重估的公司","topic-revaluated-companies","段永平的重估案例最值得看的是变化过程：他会承认看不懂，也会在新证据出现后调整判断，但始终保留能力圈和长期现金流边界。",5320,{"id":817,"title":566,"body":818,"category":427,"chapterOrder":21,"date":9,"description":568,"editor":1682,"extension":1683,"meta":1684,"navigation":1685,"order":569,"path":1686,"publishedAt":9,"seo":1687,"seoDescription":568,"seoTitle":1688,"slug":567,"source":9,"sourceAuthor":1689,"sourceDate":9,"sourceNote":1690,"sourceStatus":1691,"sourceUrl":9,"sources":1692,"stem":1693,"summary":568,"tags":1694,"type":435,"updatedAt":1697,"volume":564,"volumeOrder":36,"__hash__":1698,"_collection":1699},"dao\u002Fdao\u002Fqanda\u002Fwenda-company-apple-02.md",{"type":819,"value":820,"toc":1676},"minimark",[821,826,833,838,843,848,864,870,897,906,915,929,936,941,944,947,952,955,958,963,966,969,972,975,980,983,986,989,992,997,1000,1005,1014,1022,1028,1036,1046,1052,1057,1070,1076,1084,1087,1092,1095,1100,1103,1108,1112,1115,1120,1126,1132,1135,1140,1145,1148,1151,1156,1162,1168,1171,1174,1177,1180,1185,1198,1207,1216,1235,1241,1244,1259,1265,1268,1274,1277,1280,1293,1296,1301,1304,1318,1327,1333,1338,1344,1347,1353,1359,1362,1365,1377,1384,1387,1390,1394,1397,1402,1405,1408,1411,1416,1422,1425,1428,1431,1434,1437,1442,1445,1450,1453,1462,1481,1484,1489,1492,1495,1500,1503,1509,1518,1523,1530,1533,1536,1539,1542,1545,1548,1551,1554,1557,1560,1563,1566,1569,1572,1575,1578,1581,1584,1587,1590,1593,1602,1605,1610,1613,1616,1636,1647,1657,1670],[822,823,825],"h2",{"id":824},"第一节-乔布斯报时人还是造钟人","第一节 乔布斯：报时人还是造钟人",[827,828,829],"p",{},[830,831,832],"strong",{},"段永平：再次强调买股票就是买公司的概念，每个人应该坚持不懂不碰的原则，不然早晚会掉进去的。",[827,834,835],{},[830,836,837],{},"同时再次建议不要跟随任何别人买个股，除非自己能真的懂自己在干什么。",[827,839,840],{},[830,841,842],{},"自己偶尔会提到个股的原因只是想找个例子说明一下自己对投资的理解而已。",[827,844,845],{},[830,846,847],{},"两年前写下面这篇博文时，",[827,849,850,851,854,855,858,859,863],{},"我也常常想",[830,852,853],{},"苹果","现象。",[830,856,857],{},"乔布斯","真是个绝顶聪明的",[860,861,53],"a",{"href":862},"\u002Fxiaofeizhedaoxiang","大师和市场营销大师。他们在产品上做的很多取舍是让人叹为观止的，同行其他人没人敢做他们做的一些事。(2010-05-25)",[827,865,866,867,869],{},"网友：您是看好",[830,868,853],{},"公司的文化，还是看好其CEO?",[827,871,872,875,876,878,879,881,882,884,885,887,888,890,891,893,894,896],{},[830,873,874],{},"段永平："," 我曾经一直认为",[830,877,857],{},"是个报时人，最近突然觉得只有",[830,880,857],{},"的",[830,883,853],{},"是不可能成为今天这个样子的。今天的",[830,886,853],{},"，",[830,889,857],{},"的作用已经不是那么大了。就算",[830,892,857],{},"不打算再回来，今天的",[830,895,853],{},"也会靠惯性向前的。",[827,898,899,900,902,903,905],{},"还有就是，当年的",[830,901,853],{},"董事会为什么会在赶走",[830,904,857],{},"后又能请他回来呢？这可不是容易做到的事。(2011-01-23)",[827,907,908,909,911,912,914],{},"《基业长青》这套书专门说过",[830,910,857],{},"是个“报时人”，所以大概2002、2003年第一次看",[830,913,853],{},"时(当时市值好像只有大约50亿美元，现金也是差不多这个数)，我受这本书的影响，没太认真看就直接跳掉了。",[827,916,917,918,920,921,924,925,928],{},"还好2011年初突然想明白了，觉得",[830,919,857],{},"实际上是个恰好也会报时的“",[860,922,181],{"href":923},"\u002Fzaozhongren","”，而且库克是个更好的CEO(更",[860,926,222],{"href":927},"\u002Flixing",")。想通这两点后，就开始下手买了……(2020-01-07)",[827,930,931,932,935],{},"网友：引用：",[830,933,934],{},"段永平之水果公司"," （2011-01-23）",[827,937,938,940],{},[830,939,874],{}," 我就是这个时候（2011.01）开始买苹果的，记得那个时候大概310-320的样子？开始时决定投10%，后来越看越明白，慢慢就几乎都变成苹果了。（2018-09-09）",[827,942,943],{},"网友C：段总一定是用了苹果的产品才对苹果的未来这么有信心吧。还有没有去苹果公司做实地调研？我想这么大的市值的公司成大空间相对总是不如当年小市值的网易的。原来大家一致担心的乔布斯的健康算不算是一个很大的威胁？苹果的产品离开乔布斯一定做不到这么好吧？",[827,945,946],{},"在一个公司风头最劲的时候买他的股票，我总觉得有点趋势投资的感觉，当然段总用平常心看苹果价钱还很便宜那一定是笔好买卖了，段总对苹果的理解程度我是一定望尘莫及的，见笑了。",[827,948,949,951],{},[830,950,874],{}," 苹果的上升空间当然远不如当年的网易，可当年的网易是可遇不可求的，而且现在就算碰上了，对我的帮助也不大。苹果这样的公司难道还要去公司看？那能看到什么？我只是somehow突然想起来要认真看看苹果，以前老觉得Jobs个人太厉害了，是个报时人，后来突然想明白其实现在他已经没有那么重要了，至少在未来几年里。",[827,953,954],{},"毕竟我们是同行，虽然差距还比较大，但有些东西容易搞懂一些。（2011-02-15）",[827,956,957],{},"网友：如果乔布斯真的癌症复发去世怎么办？段总看重的是这家公司的团队还是乔布斯个人？",[827,959,960,962],{},[830,961,874],{}," 长期而言，没有jobs的苹果可能会慢慢变成和别的同行一样的公司。但苹果的平台已经搭好，就像当年3大战役已经打完一样，jobs在不在影响都不大了。（2011-02-18）",[827,964,965],{},"网友N：【乔布斯卸任苹果CEO】",[827,967,968],{},"Steve Jobs’s Resignation Letter to Apple：I have always said if there ever came a day when I could no longer meet my duties and expectations as Apple’s CEO，I would be the first to let you know.",[827,970,971],{},"Unfortunately，that day has come",[827,973,974],{},"译文：史蒂夫·乔布斯致苹果的辞职信：我一直说，如果有一天我不能再履行作为苹果CEO的职责和期望，我会第一个让你知道。很不幸，那一天来了。（2011-08-25）",[827,976,977,979],{},[830,978,874],{}," We knew that long time ago. Sooner or later it will come，it comes today（kind of）.",[827,981,982],{},"It's not a surpise to me at all and it could be a chance to buy some more",[827,984,985],{},"aapl if it can drop to lower than the price which I bought.",[827,987,988],{},"译文：我们早就知道，它迟早会来的，今天就来了。这对我来说根本就不是挑战，这可能是一个购买更多股票的机会，如果它能降到我之前买的价格。（2011-08-25）",[827,990,991],{},"网友S：乔布斯辞去苹果CEO职务，转任公司董事长，阿段怎么看这条新闻？对苹果的影响？",[827,993,994,996],{},[830,995,874],{}," 苹果的文化和生意模式已建立，其中短期的影响可以忽略。10年以后的事就不知道了，但由于其文化在，应该还是比平均要强。（2011-08-25）",[827,998,999],{},"网友：你说你在2011年一月想明白了苹果，最重要的是想通了没有乔布斯的苹果到底是什么。能分享一下吗？因为我想了很长时间都没想通。苹果难道不是“冲浪型”企业吗？他们如何能保证时刻停留在浪尖上？",[827,1001,1002,1004],{},[830,1003,874],{}," 苹果已经有了很好的生意模式！为什么是很好的生意模式这行里的人都知道。（2012-01-20）",[827,1006,1007,1008,1010,1011,1013],{},"网友：是什么事情让您突然悟到",[830,1009,857],{},"还是一个很好的",[860,1012,181],{"href":923},"?",[827,1015,1016,1018,1019],{},[830,1017,874],{}," ",[830,1020,1021],{},"因为我看见那个钟了。(2012-03-29)",[827,1023,1024,1025,1027],{},"网友：我觉得",[830,1026,857],{},"比较牛的是帮用户创造适用的产品，而不是迎合用户的需求。",[827,1029,1030,1032,1033,1035],{},[830,1031,874],{}," 这两者其实没本质区别。",[830,1034,857],{},"是把自己当用户，所以别人以为他先知先觉而已。哪一个改变游戏规则的成功者不是这样呢？(2012-07-06)",[827,1037,1038,1039,1041,1042,1045],{},"网友：",[830,1040,857],{},"讲营销的本质其实是价值观输出，并举例Nike从不讲产品功能。但大道讲“广告只是把产品的功能发掘或展示出来”，这两个思路是冲突的吗？关于广告这部分，对于",[860,1043,141],{"href":1044},"\u002Fpinpai","而言，到底该怎么做才是正确的？",[827,1047,1048,1049,1051],{},"大道：有些产品可能卖的就是情绪价值，有些产品则是非常需要让用户知道很具体的功能的。你很难想象卖iPhone的那家公司的广告说：Just do it！我看到的",[830,1050,853],{},"广告几乎都是功能广告，只有早期的广告有过“think different”这类？（2025-11-01）",[827,1053,1038,1054,1056],{},[830,1055,857],{},"性格不好，心是善的。得知癌症，他的唯一诉求是要活到参加儿子毕业典礼那一天。",[827,1058,1059,1018,1061,857,1064,857,1067],{},[830,1060,874],{},[830,1062,1063],{},"我认识好几个当年在",[830,1065,1066],{},"身边工作的人，也认识几个跟他合作过的人。没见谁说过不喜欢",[830,1068,1069],{},"的任何话，除了说他就事论事的时候是非常严厉的。(2024-10-12)",[827,1071,1072,1073,1075],{},"网友：为什么",[830,1074,857],{},"缔造了数字帝国，史玉柱仅是一个商业神话？",[827,1077,1078,1080,1081,1083],{},[830,1079,874],{}," 不懂问题是什么。我觉得",[830,1082,857],{},"如果在中国的话，应该不如史玉柱。",[827,1085,1086],{},"网友：不以成败论的话Jobs（乔布斯）真的能算一个传统意义上很好的企业家吗？",[827,1088,1089,1091],{},[830,1090,874],{}," Jobs绝对是顶级的企业家，但不知道你这传统的是什么意思？要打领带么？（2012-07-20）",[827,1093,1094],{},"网友：乔布斯之后，您觉得苹果还能继续有良好的战略吗？有人认为乔布斯之后会导致公司要么聚焦力度减弱、要么离心离德。您怎么看？像您离开步步高一线之后，公司的战略制定有没有让您生气过？",[827,1096,1097,1099],{},[830,1098,874],{}," 乔布斯不可替代，但没有乔布斯的苹果依然是强大的苹果。苹果的企业文化和产品文化以及生意模式已经建立，除非苹果内部有人跳出来破坏这种文化，我认为相当长的时间里不会发生。至于我们公司，我不当CEO已经有10年了，我觉得比我当CEO时已经有了很大的进步，我没啥不满意的。（2011-09-01）",[827,1101,1102],{},"网友：看了，感觉乔布斯特别强势，下属做得不好，直接一顿臭骂。",[827,1104,1105,1107],{},[830,1106,874],{}," 所以他累得不行，早早退出了，还好选了Tim Cook！（2018-09-22）",[822,1109,1111],{"id":1110},"第二节-库克与接班","第二节 库克与接班",[827,1113,1114],{},"网友：库克应该做的是坚持乔布斯对的部分，应该有一些自己的理念，把事情做对，引领苹果继续发展。持有苹果股票的人此刻最担心的还是库克的能力。",[827,1116,1117,1119],{},[830,1118,874],{}," 担心库克的能力就不应该买苹果，干嘛和自己过不去？（2012-02-03）",[827,1121,1122,1125],{},[830,1123,1124],{},"03．"," 博文：《再说苹果--又见3字头》",[827,1127,1128,1131],{},[830,1129,1130],{},"段永平：苹果的估值很简单：好的生意模式、好的团队、好的价钱，现在只是需要时间而已。今天刚刚去开过股东大会，这个体会尤其深。其实乔布斯最大的贡献之一就是找到了库克"," 。（2013-02-28）",[827,1133,1134],{},"网友：在2011年时，您对COOK了解的过程中，除了看他公开的一些言论資料和JOBS对他的评价，还有没有其他的途径，比如，有认识苹果内部的同事，再比如去见过他本人或者其他？",[827,1136,1137,1139],{},[830,1138,874],{}," 都是公开资料。（2015-04-10）",[827,1141,1142,1144],{},[830,1143,874],{}," “严格意义上来说，库克与自己的前任、已故苹果创始人史蒂夫-乔布斯（Steve Jobs）相比，并不是那种具有远见卓识的首席执行官。”",[827,1146,1147],{},"其实，库克是个比乔布斯更好的CEO。库克更理性，同时骨子里对乔布斯的追求非常理解。前段时间我见到一个投资界的老前辈时，我说我认为库克其实是个更好的CEO时，他老人家说其实我也这么认为。基业长青里说乔布斯是个“报时人”，其实乔布斯同时还是个非常好的“造钟人”，库克其实就是乔布斯最伟大的发明（发现）之一。（2018-08-07）",[827,1149,1150],{},"网友：Tim Cook被财富杂志评选为#1 The World's 50 Greatest Leaders的文章。其中描写了Tim Cook当上CEO以后的成长以及遇见的困难。",[827,1152,1153,1155],{},[830,1154,874],{}," 实至名归。",[827,1157,1158,1161],{},[830,1159,1160],{},"让我2011年1月下旬决定买苹果时最重要的一点就是发现Tim Cook会是个更好的CEO，启用他绝对是Jobs的最大“发明”，不是之一哈。有了Tim Cook，苹果的文化至少可以向前延伸50年"," 。（2015-04-10）",[827,1163,1164,1167],{},[830,1165,1166],{},"引用：苹果CEO库克高盛大会实录"," （2013-02-13）",[827,1169,1170],{},"http：\u002F\u002Ftech.sina.com.cn\u002Fit\u002F2013-02-13\u002F06378060174.shtml",[827,1172,1173],{},"苹果CEO库克高盛大会实录：2013年02月13日",[827,1175,1176],{},"苹果CEO蒂姆·库克（Tim Cook）周二在高盛集团科技和互联网大会上发表讲话，谈及苹果的现金状况等问题……",[827,1178,1179],{},"网友：您不会觉得市长信箱是市长在亲自处理吧？",[827,1181,1182,1184],{},[830,1183,874],{}," 你肯定觉得自己很聪明是吧？顺便告诉大家一个数据：库克每天早上大概花3个小时处理用户来信。(2022-09-21)",[827,1186,1187,1188,1191,1192,1194,1195,1197],{},"网友：一线用户的反馈真是非常重要，我记得",[830,1189,1190],{},"丁磊","就说过",[830,1193,596],{},"的客服绝对不能外包，",[830,1196,853],{},"这个体量，库克亲自处理每一个用户来信，还是让我有点意外。",[827,1199,1200,1202,1203,1206],{},[830,1201,874],{}," 那只是客户反映问题的",[860,1204,161],{"href":1205},"\u002Fqudao","之一，库克大部分也是直接给相应的部门去处理。这样做非常接地气，比较容易感受到用户的需求。(2022-09-24)",[827,1208,1209,1210,1212,1213,1215],{},"网友：我很了解",[830,1211,857],{},"，但对库克有偏见，可能是我内心拒绝承认",[830,1214,853],{},"的CEO已经变更为库克了。我会好好看近十年的发布会。",[827,1217,1218,1018,1220,1222,1223,1225,1226,1228,1229,1231,1232,1234],{},[830,1219,874],{},[830,1221,857],{},"选库克是绝对有道理的，这其实也是",[830,1224,857],{},"对",[830,1227,853],{},"的最大贡献！对库克的不敬其实是因为对",[830,1230,857],{},"的不了解。2011年我就是想通了这个道理才决定开始投资",[830,1233,853],{},"的，看起来我确实做了一件对的事情。我能理解库克能成为好的CEO可能跟我自己的经历有关。我本人不那么懂技术(远不如库克)，但不影响我创立和经营一家好公司。",[827,1236,1237,1238,1240],{},"我跟库克打过交道，我很喜欢他，觉得他是一个绝对值得信任的人。我认为我还会继续持有",[830,1239,853],{},"很久很久的时间。我相信我看到和理解的东西。(2022-10-19)",[827,1242,1243],{},"网友：亲自处理用户来信，这个非常不难，但在这个公司的这个位置上非常难。",[827,1245,1246,1248,1249,1251,1252,1255,1256,1258],{},[830,1247,874],{}," 非常不难？!",[830,1250,853],{},"用户那么多，每天来信恐怕是数以千计吧？各种问题都会到库克那里的。前段时间我的",[830,1253,1254],{},"Apple","Cash账号出问题，我的助手就是直接发邮件给库克，然后第二天就接到",[830,1257,853],{},"的人的电话了。",[827,1260,1261,1264],{},[830,1262,1263],{},"不明真相的群众："," 苹果有可能成为高分红低估值的公司，完全是猜测。乔布斯离职后，大家都知道神话不可持续，那么估值会低下来。",[827,1266,1267],{},"但苹果的产品线，还能够运行不短的时间，所以将持续产生巨额的利润。加上现在存储的现金，这笔钱将多到完全没有办法花掉。所以管理层和投资者会达成一致的意见，就是高额分红。所以以后苹果股价上涨空间有限，但分红回报会很高。所以会成为养老基金的首选。硅谷公司一旦进入分红阶段，差不多就到头了。微软就是前例。投资高科技公司，ceo的年龄和健康状况，将是不能不考虑的因素。",[827,1269,1270,1271,1273],{},"网友：（询问关于库克“即将卸任”后对",[830,1272,853],{},"的影响）",[827,1275,1276],{},"大道：谁说库克要卸任了？库克至少还有几年的吧？（2025-11-15）",[827,1278,1279],{},"网友：苹果现在的团队，他们为荣誉而战，库克是一个斯巴达式的清教徒，比乔布斯更柔软。这一点可以抵消他在创造性上的欠缺。",[827,1281,1282,1284,1285,1288,1289,1292],{},[830,1283,874],{}," 首先，我不知道库克的创新能力；第二，",[830,1286,1287],{},"一家公司如果需要依靠CEO的创新能力并不是一件好事","。乔布斯实际上被神化了，他实际上主要是",[830,1290,1291],{},"建立了创新的文化而不是自己创新","。（2013-02-13）",[827,1294,1295],{},"网友：库克：乔布斯最大的贡献、留给世界最好的礼物在于苹果及其文化。他非常关注这些。他花费了许多时间设计我们的新园区，这将是留给下一代的礼物。苹果大学是另一个例子。他希望通过苹果大学去培养苹果的下一代领导者，并确保过往的教训不会被忘记。",[827,1297,1298,1300],{},[830,1299,874],{}," 加一个：发现并任命库克为CEO。（2015-03-20）",[827,1302,1303],{},"网友：大道分享一些看人小技巧或者方法？比如库克决定聘请那位之前担任巴宝莉CEO的女士最后证明是错误的。而大道一开始就认为库克选错了人。",[827,1305,1306,1018,1308,853,1311],{},[830,1307,874],{},[830,1309,1310],{},"我没说库克选错人吧，我只是觉得从",[830,1312,1313,1314,1317],{},"之外选人，我有点怀疑",[860,1315,135],{"href":1316},"\u002Fqiyewenhua","的匹配性。事实证明我的怀疑是有道理的。(2023-07-22)",[827,1319,1320,1321,1323,1324,1326],{},"库克：“我不确定这是我在",[830,1322,853],{},"学到的，但这是基于我在",[830,1325,853],{},"时掌握的数据中学到的。这一点就是，我现在对人的看法更长远。换句话说，当我看到有些事做得不对时，我的第一反应不是去指正，而是说，我们正在打造一支团队，这个团队要在未来的十年做一些伟大的事情，而不仅仅是在明年做。所以，我需要做的是帮助把事情办砸的人，让他能够学到东西，而不是去把问题解决。",[827,1328,1329,1330,1332],{},"这样做有时候会痛苦，因为我第一本能还是想去解决问题。但对于人的看法更长远，是我在",[830,1331,853],{},"所做的最大改变。”",[827,1334,1335,1337],{},[830,1336,874],{}," 这个很牛。我一直有点这个意思，但没这么清晰。",[827,1339,1340,1341,1343],{},"网友：（2026年4月，库克发出全员信，宣布转任执行董事长，由John Ternus接任",[830,1342,853],{},"CEO）",[827,1345,1346],{},"大道：毫无疑问，库克是个非常好的CEO。我很早就猜他会在65岁退休，所以也没啥意外的。库克还会继续担任董事长，所以也没啥好担心的。新的CEO今年50岁，大概率他也会干到65岁吧。（2026-04-21）",[827,1348,1349,1350,1352],{},"网友：不知段总是否对",[830,1351,853],{},"官宣的下任CEO接班人John Ternus有近距离的观察？记得此前您与库克有较多次面对面交流。",[827,1354,1355,1356,1358],{},"大道：没有接触过新的CEO。我相信库克和",[830,1357,853],{},"的选择不会有啥错的，而且库克还会继续担任董事长，相当于扶上马送一程吧。（2026-04-21）",[827,1360,1361],{},"网友：伟大的五级经理人！库克辛苦了。",[827,1363,1364],{},"大道：库克很享受他的工作，但65岁已经不那么年轻了，早点退休并扶上马送一程是最好的办法。（2026-04-21）",[827,1366,1367,1368,1370,1371,1373,1374,1376],{},"网友：库克说过，",[830,1369,853],{},"公司一直保留",[830,1372,857],{},"办公室且维持原状。我想这既是一种怀念，也是传承",[860,1375,135],{"href":1316},"的一部分吧？",[827,1378,1379,1018,1381,1383],{},[830,1380,874],{},[830,1382,857],{},"是现象级人物，他的办公室确实应该保留。(2023-01-12)",[827,1385,1386],{},"网友：你好段哥！请问你对苹果换CEO有什么看法？或者你对新任苹果CEO有何直观的感受？能说说吗？",[827,1388,1389],{},"大道：我很喜欢他，我觉得他应该会是一个很好的CEO。（2026-09-02）",[822,1391,1393],{"id":1392},"第三节-企业文化与利润之上的追求","第三节 企业文化与“利润之上的追求”",[827,1395,1396],{},"网友：是不是高科技公司也只是满足顾客的消费需求？",[827,1398,1399,1401],{},[830,1400,874],{}," 不知道什么是高科技公司。在消费者眼里其实没有这个东西。(2010-10-30)",[827,1403,1404],{},"本人虽然工科出身，但其实不懂技术，也从来没从事过技术工作，所以自己不想对技术细节发表看法。其实我也从来没从事过管理，所以也不懂管理。",[827,1406,1407],{},"关于苹果产品的细节讨论，在雪球上有很多，我自己实在是懒得写。自己对苹果的认识实际上归纳起来很简单：it is the right kind of business，with the right people.就是好公司好团队的意思。这种公司拿在手里可以睡好觉，可以慢慢等，长期来讲也应该有过得去的回报。",[827,1409,1410],{},"网友：您觉得苹果公司沦为普通公司的可能性有多大？如果会沦为普通公司，第一个判断的标致是什么？",[827,1412,1413,1415],{},[830,1414,874],{}," 这届CEO任内似乎不太可能。苹果董事会似乎不错，所以以后应该也会不错。如果苹果产品对多数现有用户不再有黏性的时候，苹果就是普通公司了，那时的苹果可能就像Sony，松下等等。（2012-05-08）",[827,1417,1418,1419],{},"网友X：",[830,1420,1421],{},"Last question： What is Apple’s mission？（最后一个问题：苹果的使命）",[827,1423,1424],{},"Tim Cook： To make the very best products in the world that really deeply enrich people’s lives. That’s what we’re about. And now it’s not to make the most.",[827,1426,1427],{},"It’s not to have the highest market cap，but that’s the result of doing the first one well. That’s what we’re about.",[827,1429,1430],{},"And hopefully you can see that in our products and，more importantly，feel that in the experience you have using them. That’s what we’re about.",[827,1432,1433],{},"And everybody here knows that. That’s the beauty of this place. We don’t have to put posters on the wall to remind people of that. Everybody knows it.（蒂姆·库克：做世界上最好的产品，真实强烈的丰富人们的生活。这关乎我们的使命。",[827,1435,1436],{},"不是做最多的产品，不是拥有最高的市值，市值只是做世界最好产品的结果，这关乎我们的使命。希望人们能从我们的产品中看到这些，更重要的是在使用产品过程中体验到这些，这关乎我们的使命。这里的每个人都明白这些，这是我们公司的魅力所在。我们不必在墙上贴海报提醒大家，每个人都明白公司的使命。）",[827,1438,1439,1441],{},[830,1440,874],{}," 深有同感！苹果的产品给我的生活带来了无穷多的快乐和满足。真的非常同情那些其实应该但却不了解苹果的人们。（2013-09-21）",[827,1443,1444],{},"网友：有个关于聚焦与多元化问题比较困惑，像GE这样成功多元化公司非常稀少，我能理解苹果在比如手机领域产品是高度聚焦的（诺基亚很糟糕），但是如何理解苹果从手机，到平板，到手表，甚至有可能将来的电视和汽车领域，这样的“多元化”和其他公司的“多元化”有什么不同？望段大哥能解惑。",[827,1446,1447,1449],{},[830,1448,874],{}," 关于苹果的东西，你可以查Tim Cook都说过啥。该说的他都说过了。你把所有的苹果发布会都看几遍大概就明白苹果是这么回事了。如果还看不明白，我相信也没有谁能让你明白。",[827,1451,1452],{},"补充一点，理解苹果确实不容易，我似乎从来就没让不明白的任何人明白过，所以也不可能在这里几句话说明白。我的建议就是把Tim Cook说过的东西都拿出来看一下，包括每一次发布会都认真看一下，哪怕不是为了投资苹果，至少也可以看到一家好公司应该是啥样子。如果看完这些还是看不明白的话，我确实也是没办法让人明白的。（2015-02-14）",[827,1454,1455,1456,1458,1459,1461],{},"网友：这几天看了《乔布斯传》，终于明白",[830,1457,853],{},"公司为什么伟大了。无论从战略到细节，",[830,1460,857],{},"都100%全力掌控，战略+执行都到位。",[827,1463,1464,1466,1467,881,1469,1471,1472,1475,1476,881,1478,1480],{},[830,1465,874],{}," 小说的东西不可全信。对多数人来讲，看这本书只是看了个热闹，很多人会得出很片面的结论，比如没有",[830,1468,857],{},[830,1470,853],{},"会不行等等。有趣的是",[830,1473,1474],{},"微软","得出的结论和我一样，就是没有",[830,1477,857],{},[830,1479,853],{},"更厉害。（2012-01-25）",[827,1482,1483],{},"网友S：想问下，没有乔布斯的苹果可能更厉害，微软也得出了这个结论。是不是乔布斯把苹果架子搭好后，现在的苹果更加民主更理性。更会充分发挥团队力量呢，发挥每个人的力量？",[827,1485,1486,1488],{},[830,1487,874],{}," 我只是觉得现在犯大错误的机会更低。生意模式不会发生变化。（2012-02-28）",[827,1490,1491],{},"05．引用：【金岩石：没有乔布斯的苹果更伟大】",[827,1493,1494],{},"没有了乔布斯的苹果依然在突飞掹进。乔布斯在世之时，无疑是苹果公司的核心价值，既代表个人，亦代表团队。苹果公司的案例说明，现代企业没有不可或缺之人。标准程序是不会因人而异的，创新型企业会建立新的程序，企业家的作用在这个阶段是不……",[827,1496,1497,1499],{},[830,1498,874],{}," 我能收点版权费吗？（2012-03-06）",[827,1501,1502],{},"08．引用：鲁宾斯坦：当你发布季度财报时，分析师总是说“苹果没有像我们想象的那样卖出那么多产品”，这是否会让你感到困扰呢？",[827,1504,1505,1508],{},[830,1506,1507],{},"库克："," 曾经是这样，但现在不会了。我们需要长期经营苹果。我总是觉得奇怪的是，人们非常关注我们在90天内卖出了多少部手机。我们所做的决定是影响今后多年的决定。我们曾明确表示，我们不想为那些想快速赚钱的人管理公司。我们需要长期经营这家公司。（2018-06-14）",[827,1510,1511],{},[830,1512,1513,1514,1517],{},"伟大企业---“",[860,1515,186],{"href":1516},"\u002Flirunzhishangdezhuiqiu","”",[827,1519,1520,1522],{},[830,1521,874],{}," 这是《乔布斯传》最后一章“遗产：无比辉煌的创新天堂”中的一段自述，我反复读了很多遍，字里行间跃然纸上的是一个虽有阴暗面却始终闪亮的灵魂。",[827,1524,1525,1526,1529],{},"吉姆．柯林斯在《基业长青》中曾经总结过",[830,1527,1528],{},"伟大企业的其中一项特质是“利润之上的追求”，乔布斯和他的苹果给予了这项特质以最完美的诠释"," 。（2014-02-01）",[827,1531,1532],{},"原文：",[827,1534,1535],{},"我的激情所在是打造一家可以传世的公司，这家公司里的人动力十足地创造伟大的产品。其他一切都是第二位的。当然，能赚钱很棒，因为那样你才能够制造伟大的产品。但是动力来自产品，而不是利润。斯卡利本末倒置，把赚钱当成了目标。这种差别很微妙，但它却会影响每一件事：你聘用谁，提拔谁，会议上讨论什么事情。",[827,1537,1538],{},"有些人说：“消费者想要什么就给他们什么。”但那不是我的方式。我们的责任是提前一步搞清楚他们将来想要什么。我记得亨利·福特曾说过，“如果我最初问消费者他们想要什么，他们应该是会告诉我，‘要一匹更快的马！’”人们不知道想要什么，直到你把它摆在他们面前。正因如此，我从不依靠市场研究。我们的任务是读懂还没落到纸面上的东西。",[827,1540,1541],{},"宝丽来的埃德温·兰德曾谈过人文与科学的交集。我喜欢那个交集。那里有种魔力。有很多人在创新，但创新并不是我事业最主要的与众不同之处。苹果之所以能与人们产生共鸣，是因为在我们的创新中深藏着一种人文精神。我认为伟大的艺术家和伟大的工程师是相似的，他们都有自我表达的欲望。事实上最早做Mac的最优秀的人里，有些人同时也是诗人和音乐家。",[827,1543,1544],{},"在20世纪70年代，计算机成为人们表现创造力的一种方式。一些伟大的艺术家，像列奥纳多·达·芬奇和米开朗基罗，同时也是精通科学的人。米开朗基罗懂很多关于采石的知识，他不是只知道如何雕塑。",[827,1546,1547],{},"人们付钱让我们为他们整合东西，因为他们不能7天24小时地去想这些。如果你对生产伟大的产品有极大的激情，它会推着你去追求一体化，去把你的硬件、软件以及内容管理都整合在一起。你想开辟新的领域，就必须自己来做。如果你想让产品对其他硬件或软件开放，你就只能放弃一些愿景。",[827,1549,1550],{},"过去，不同阶段有不同的公司成为了硅谷的典范。很长一段时间里，是惠普。后来，在半导体时代，是仙童和英特尔。我觉得，有一段时间是苹果，后来没落了。而今天，我认为是苹果和谷歌——苹果更多一些。我想苹果已经经受住了时间的检验。它曾有过起起伏伏，但如今仍然走在时代的前沿。",[827,1552,1553],{},"要指出微软的不足很容易。他们显然已经丧失了统治地位，已经变得基本上无关紧要。但是我欣赏他们所做的，也了解那有多么困难。他们很擅长商业方面的事务。他们在产品方面从未有过应有的野心。比尔喜欢把自己说成是做产品的人，但他真的不是。他是个商人。赢得业务比做出伟大的产品更重要。他最后成了最富有的人，如果这就是他的目标，那么他实现了。",[827,1555,1556],{},"但那从来都不是我的目标，而且我怀疑，那最终是否是他的目标。我欣赏他，欣赏他创建的公司，很出色，我也喜欢跟他合作。他很聪明，实际上也很有幽默感。但是微软的基因里从来都没有人文精神和艺术气质。即使在看到Mac以后，他们都模仿不好。他们完全没搞懂它是怎么回事儿。",[827,1558,1559],{},"像IBM或微软这样的公司为什么会衰落，我有我自己的见解。这样的公司干得很好，它们进行创新，成为或接近成为某个领域的垄断者，然后产品的质量就变得不那么重要了。这些公司开始重视优秀的销售人员，因为是他们在推动销售、改写了收入数字，而不是产品的工程师和设计师。因此销售人员最后成为公司的经营者。IBM的约翰·埃克斯是聪明、善辩、非常棒的销售人员，但是对产品一无所知。",[827,1561,1562],{},"同样的事情也发生在施乐。做销售的人经营公司，做产品的人就不再那么重要，其中很多人就失去了创造的激情。斯卡利加入后，苹果就发生了这样的事情，那是我的失误；鲍尔默接管微软后也是这样。苹果很幸运，能够东山再起，但我认为只要鲍尔默还在掌舵，微软就不会有什么起色。",[827,1564,1565],{},"我讨厌一种人，他们把自己称为“企业家”，实际上真正想做的却是创建一家企业，然后把它卖掉或上市，他们就可以变现，一走了之。他们不愿意费力气打造一家真正的公司，而这正是商业领域里最艰难的工作。只有做到这一点你才能真正有所贡献，为前人留下的遗产添砖加瓦。你要打造一家再过一两代人仍然屹立不倒的公司。那就是沃尔特·迪士尼，还有休利特和帕卡德，还有创建英特尔的人所做的。",[827,1567,1568],{},"他们创造了传世的公司，而不仅仅是赚了钱。这正是我对苹果的期望。",[827,1570,1571],{},"我不认为我对别人很苛刻，但如果谁把什么事搞砸了，我会当面跟他说。诚实是我的责任。我知道我在说什么，而且事实证明通常我是对的。那是我试图创建的文化。我们相互间诚实到残酷的地步，任何人都可以跟我说，他们认为我就是一堆狗屎，我也可以这样说他们。我们有过一些激烈的争吵，互相吼叫，那可以说是我最美好的一段时光。",[827,1573,1574],{},"我在别人面前说“罗恩，那个商店看起来像坨屎”的时候没什么不良感觉。或者我会说“天啊，我们真他妈把这个工艺搞砸了”，就当着负责人的面。这就是我们的规矩：你就得超级诚实。也许有更好的方式，像个绅士俱乐部一样，大家都戴着领带，说着上等人的敬语，满嘴华丽委婉的词汇，但是我对此不太在行，因为我是来自加利福尼亚的中产阶级。",[827,1576,1577],{},"我有时候对别人很严厉，可能没有必要那么严厉。我还记得里德6岁时，他回到家，而我那天刚解雇了一个人，我当时就在想，一个人要怎样告诉他的家人和幼子他失业了。很不好受。但是必须有人去做这样的事。我认为确保团队的优秀始终是我的责任，如果我不去做这件事，没有人会去做。",[827,1579,1580],{},"你必须不断地去推动创新。迪伦本来可以一直唱抗议歌曲，可能会赚很多钱，但是他没有那么做。他必须向前走，1965年在民谣中融入电子音乐元素时，他疏远了很多人。1966年的欧洲巡演是他的巅峰。他会先上台演奏原声吉他，观众非常喜欢。然后他会带出The Band乐队，他们都演奏电子乐器，观众有时候就会喝倒彩。有一次他正要唱《像一块滚石》，观众中有人高喊“叛徒！",[827,1582,1583],{},"”迪伦说：“搞他妈个震耳欲聋！”他们真那样做了。披头士乐队也一样。他们一直演变、前行、改进他们的艺术。那就是我一直试图做的事情——不断前进。否则，就如迪伦所说，如果你不忙着求生，你就在忙着求死。",[827,1585,1586],{},"我的动力是什么？我觉得，大多数创造者都想为我们能够得益于前人取得的成就而表达感激。我并没有发明我用的语言或数学。我的食物基本都不是我自己做的，衣服更是一件都没做过。我所做的每一件事都有赖于我们人类的其他成员，以及他们的贡献和成就。我们很多人都想回馈社会，在历史的长河中再添上一笔。",[827,1588,1589],{},"我们只能用这种大多数人都掌握的方式去表达——因为我们不会写鲍勃·迪伦的歌或汤姆·斯托帕德（Tom Stoppard）的戏剧。我们试图用我们仅有的天分去表达我们深层的感受，去表达我们对前人所有贡献的感激，去为历史长河加上一点儿什么。那就是推动我的力量。（2014-02-01）",[827,1591,1592],{},"网友：这段话的意思可不可以理解成，再好的公司如果没有优秀的管理人，迟早会衰落的，就像苹果。可是优秀的管理人员迟早会离开公司，那这个公司是不是就不值得投资了？您是否也有过因为管理人员变更，而抛售之前买的股票？",[827,1594,1595,1597,1598,1601],{},[830,1596,874],{}," 苹果衰落了吗？苹果其实从没有像现在这么强大过！这段话的意思是，",[830,1599,1600],{},"没有强大的文化，就不会有伟大的公司。乔布斯就是想建立强大的企业文化并且确实做到了！只有强大的企业文化才能不断吸引到好的人才并留住他们。不能理解这点的人们大概就只能炒一辈子股票了"," 。（2014-02-02）",[827,1603,1604],{},"网友：如何才能让苹果的企业文化变得不好？",[827,1606,1607,1609],{},[830,1608,874],{}," 苹果现在的企业文化20年内大概都不太会变。如果Tim之后的CEO和董事会出问题了是有可能变的。对苹果而言，这个文化已经在骨子里了，相当长的时间里是不大可能变的。（2014-08-21）",[827,1611,1612],{},"08．大道好，大概10年前就有网友问您苹果这么大的市值应该没有什么成长空间，但现在回头看看市值更大了。",[827,1614,1615],{},"我记得您曾经说过要忘掉市值关注生意本身，那怎么确定一家伟大的公司在生意模式企业文化不变的情况下，确实是有了天花板了？谢谢！",[827,1617,1618,1018,1620,1622,1623,881,1625,1627,1628,1631,1632,1635],{},[830,1619,874],{},[830,1621,853],{},"最厉害的就是在",[830,1624,853],{},[860,1626,135],{"href":1316},"下建立的",[860,1629,171],{"href":1630},"\u002Fshengtaixitong","，这是个非常强大的",[860,1633,70],{"href":1634},"\u002Fshangyemoshi","，非常难以撼动。(2020-11-16)",[827,1637,1038,1638,1640,1641,1643,1644,1646],{},[830,1639,853],{},"公司在",[830,1642,857],{},"回归之后，推出iPhone之前，是不是也算",[860,1645,135],{"href":1316},"强大的苦生意？",[827,1648,1649,1651,1652,881,1654,1656],{},[830,1650,874],{}," 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