On January 3, 1977, the new corporation, the Apple Computer Co., was officially created, 1977年1月3日，新的公司--苹果电脑有限公司--正式成立了，

and it bought out the old partnership¹ that had been formed by Jobs and Wozniak nine months earlier. 它买断了9个月前乔布斯和沃兹成立的旧公司的全部股杈。

Few people noticed. 几乎没有人注意到这一点。

That month the Homebrew surveyed its members and found that, 那个月，家酿计算机俱乐部在会员中作了一次调查，

of the 181 who owned personal computers, only six owned an Apple. 发现在181名拥有个人电脑的人中，只有6个人拥有苹果的产品。

Jobs was convinced, however, that the Apple II would change that. 但是，乔布斯深信不疑，Apple II会改变这一局面。

Markkula would become a father figure to Jobs. 马库拉对于乔布斯来说，是一个父亲般的人物。

Like Jobs's adoptive father, he would indulge Jobs's strong will, 他像乔布斯的养父一样，迁就他的强烈意愿

and like his biological father, he would end up abandoning him. 最终却和他的生父一样，拋弃了他。

"Markkula was as much a father-son relationship as Steve ever had," said the venture capitalist Arthur Rock. 风险投资人亚瑟·罗克(Arthur Rock)说：“马库拉和史蒂夫之间就是一种父子关系。”

He began to teach Jobs about marketing² and sales. 他开始向乔布斯传授市场和销售方面的经验。

"Mike really took me under his wing," Jobs recalled. “迈克真的非常照顾我，”乔布斯说，

"His values were much aligned³ with mine. “他的观念与我也十分一致。

He emphasized that you should never start a company with the goal of getting rich. 他强调说，你永远不该怀着赚钱的目的去创办一家公司。

Your goal should be making something you believe in and making a company that will last." 你的目标应该是做出让你自己深信不疑的产品，创办一家生命力很强的公司。”

Markkula wrote his principles in a one-page paper titled "The Apple Marketing Philosophy" that stressed three points. 马库拉把自己的原则写在了一页纸上，标题为“苹果营销哲学”，其中强调了三点。

The first was empathy, an intimate connection with the feelings of the customer: 第一点是共鸣（empathy)，就是紧密结合顾客的感受。

"We will truly understand their needs better than any other company." “我们要比其他任何公司都更好地理解使用者的需求。”

The second was focus: 第二点是专注（focus)。

"In order to do a good job of those things that we decide to do, “为了做好我们决定做的事情，

we must eliminate all of the unimportant opportunities." 我们必须拒绝所有不重要的机会。”

The third and equally important principle, awkwardly named, was impute⁴. 第三点也是同样重要的一点原则，有一个让人困惑的名字，灌输（impute)。

It emphasized that people form an opinion about a company or product based on the signals that it conveys. 这涉及人们是如何根据一家公司或一个产品传达的信号，来形成对它的判断。

"People DO judge a book by its cover," he wrote. “人们确实会以貌取物，”他写道，

"We may have the best product, the highest quality, the most useful software etc.; “我们也许有最好的产品、最高的质量、最实用的软件等等，

if we present them in a slipshod manner, they will be perceived as slipshod; 如果我们用一种潦草马虎的方式来展示，顾客就会认为我们的产品也是潦草马虎的；

if we present them in a creative, professional manner, we will impute the desired qualities." 而如果我们以创新的、专业的方式展示产品，那么优质的形象也就被灌输到顾客的思想中了。”

For the rest of his career, 在乔布斯的职业生涯中，

Jobs would understand the needs and desires of customers better than any other business leader, 比起其他商业领袖，乔布斯一直能明白顾客的需求和期望

he would focus on a handful of core products, 他会关注少数核心产品

and he would care, sometimes obsessively⁵, about marketing and image and even the details of packaging. 他一直十分关注--有时甚至过度关注--营销策略、产品形象乃至包装的细节。”

"When you open the box of an iPhone or iPad, 当你打开iPhone或者iPad的包装盒时，

we want that tactile⁶ experience to set the tone for how you perceive the product," he said. 我们希望那种美妙的触觉体验可以为你在心中定下产品的基调。”

"Mike taught me that." 他说，“这是迈克教我的”