介绍:
1. There needs to be someone who is sort of the keeperand reiterator of the vision, because there's just a ton of work to do. And a lot of times you know,when you have to walk a thousandmiles and you take the first step, itlooks like a long way. And it really helps if there's someone there saying, well we’re one step closer, you know that the goal definitely exists, it's not just a mirage out there.
2. One of the things I've always found is that you've got to start with the customer experience and work backwards to the technology. You can't start with the technology and try to figure out where you're going to try to sell it. And I've made this mistake probably more than anybody else in this room and I got the scar tissue to prove it, and I know that it's the case.
3. And as we have tried to come up with a strategy in a vision for Apple. It started with what incredible benefits can we give to the customer, where can we take the customer, not starting with let's sit down with the engineers and figure out what awesome technology we have and then how are we going to market that. And I think that's the right path to take.
需要有一个人是愿景的看守者和重申者，因为有大量的工作要做。很多时候，你知道，当你必须走一千英里，而你迈出第一步时，它看起来像一条很长的路。如果有人在那里说，我们又近了一步，这真的很有帮助，你知道目标肯定存在，它不只是外面的海市蜃楼。
我一直发现的一件事是，你必须从客户体验开始，然后倒退到技术。你不能从技术开始，并试图找出你要尝试销售它的地方。我犯的这个错误可能比在座的任何人都多，我有疤痕组织可以证明这一点，我知道这就是问题所在。
当我们试图为苹果的愿景提出一个战略时，它开始于我们能给客户带来什么令人难以置信的好处，我们能把客户带到哪里，而不是从让我们与工程师坐下来，弄清楚我们有什么了不起的技术，然后我们要如何营销。我认为这才是正确的道路。
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