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No one could have taught you more about starting a company than Steve Jobs, and I had the privilege and honor of working for him in the Macintosh division of Apple. 没有人能够比斯蒂夫·乔布斯给你更多关于创建公司的指导了，而笔者也有幸能够与他曾经在苹果的麦金塔电脑（Macintosh）开发部门共同工作。 Over the course of several years, and then watching him for another two decades, these are the five most important things that I learned about startups from him. 经过了这些年，再留意他近20年的成就，下面就是笔者从他身上所学到的5件创建公司最重要的经验。 1. People cannot tell you what they need. 1. 人们无法告诉你他们的需求是什么。 They can tell you what they want, and it’s usually along the lines of a better, faster and cheaper status quo. For example, in the 1980s, Apple’s customers wanted a better, faster and cheaper Apple II. No one asked for a Macintosh. Truly successful entrepreneurs create what people cannot articulate. 他们能够告诉你他们需要的是什么，并且它常常随着现有产品更好，更快和更便宜而演变的。比如在20世纪80年代，苹果的顾客希望得到的是更完善，更快速和更便宜的Apple II。而Macintosh则无人问津。真正成功的企业家能够为人们创造出人们无法用言语描述的产品。 | 
