When asked in 2010 what kind of consumer and market research had gone into the iPad, Steve Jobs replied, in all seriousness:"None. It isn't the consumers' job to know what they want."(Skadian, 2011)
被问及2010年对iPad消费者市场做过何种调查，乔布斯正色答道：“我们没做过任何调查。消费者想要什么不是他们决定的。”
生产决定消费。人们的需求来自于生产行业。
Steve Jobs can “understand consumers' needs, and then improve on existing products using the best technology and manufacturing know-how to transform them into objects of desire."
乔布斯“清楚消费者需求，然后用最尖端的科技改善现有产品，以核心技术量产使之成为大众所求”。
It(Macintosh LC) encouraged people to explore their desktop.
它(Macintosh LC)激发了人们探索电脑桌面的欲望。
Perhaps it became so addictive because it appealed to the emotions, too. Its start-up chime was an F-major chord and never failed to display Happy Mac Icon!
或许能引起情感共鸣也是它令人着迷的原因之一。其开机音效是F大调和弦，而且总会显示Happy Mac的开机图标。
高新技术唯有能为普通人所用，才能推广、发展、改变世界。
美工与音效设计的优劣有本质上的区别。细节设计不一定为人所觉，但能从小处提升使用体验。良好的用户体验是新产品推广、进入第二发展阶段的重要因素。
Reality Distortion Field
“现实扭曲力场”一词来自于《Star Trek》，Andy Hertzfeld在所著的乔布斯传记中用以称呼乔布斯强大到“扭曲现实”的说服力量。据说乔布斯具有惊人的说服力量，以致颠倒黑白扭曲现实，让员工相信他所布置的不可能任务可能完成，让人们相信他所推出的产品完美高端。
"People don't know what they want until you show it to them"--Steve Jobs
人们直到你展示给他们看的时候才知道自己想要什么。
“The reality distortion field was a confounding mélange of a charismatic rhetorical style, indomitable will, and eagerness to bend any fact to fit the purpose at hand.”--Andy Hertzfeld(Mac团队老成员)
现实扭曲力场是有如神助的修辞、坚定不移的意志和扭曲现实以为我所用的切望三者足以混淆是非的混合物。
现实扭曲力场实质上是：
1/迷の自信。坚定不移，甚至绝对、极端的立场。因为说服别人之前首先必须说服自己，在自己理清头绪并坚定相信某一“事实”之后，才能有压倒性心理优势来对他人任何反对意见发起摧毁性攻势。
2/硬实力。见解深刻（能“看透本质/真相”）全面，共鸣与契合（亲和力），有威信，执行力。实力是基础，作为决策人要有洞察力、眼光、视野和远见，作为领导者要有权威才能让组员听从，作为商家要�尽力打造高质量、领先而独特的产品，作为设计师要有优异的审美和杰出的创造力。实力强大甚至于苛刻的团队在达成目标之后往往还是对领袖心悦诚服。�
3/表达能力。擅长逻辑和修辞，符合心理学规律，应变能力。能混淆试听的人必然不能有漏洞，感染力非常重要，褒贬结合、眼神交流等利用心理学知识的有效激励能达成事半功倍的说服效果。因人而异，顺势而为，采取适合受众的说服方法。
4/受众自身误导向。从众心理，崇尚权威（以至神化）与自我弱化（服从、求肯定）。部分原因是受众对核心人物的神秘化与潜意识服从(参考幼化（infantilisation)与斯德哥尔摩综合征(Stockholm syndrome)），反方面加强了“现实扭曲力场”的作用效果。
另一方面，乔布斯并不是完全无视现实，他同时也尊重好想法，鼓励有实力的人藐视权威（像他自己一样）。
Walter Isaacson《Steve Jobs: A Biography》:Veterans of the Mac team had learned that they could stand up to Jobs. If they knew what they were talking about, he would tolerate the pushback, even admire it. By 1983 those most familiar with his reality distortion field had discovered something further: They could, if necessary, just quietly disregard what he decreed. If they turned out to be right, he would appreciate their renegade attitude and willingness to ignore authority. After all, that’s what he did.
Mac团队的资深成员明白他们可以反抗乔布斯。如果他们知道自己在说什么，他会容许甚至欣赏反对意见。1983年最熟悉他的现实扭曲力场的人们进一步发现：他们可以在必要的时候无声地忽略他的指令。如果事实证明他们是对的，他会赞赏他们的叛逆精神和藐视权威之意。毕竟，他自己就是这么做的。
“现实扭曲力场”给我们的启示是：要自信、有实力、会表达，同时也应该避免陷入盲目崇拜，保持独立的思考。
After all no one wants to be fooled! No one wants to be influenced into doing anything against their will. ……I find it strange that we all are willing victims of RDF. Whether it is buying Apple products just because Steve Jobs told us to or whether it is sincerely believing in the highly representative and democratic nature of our parliament and political system. So in my opinion RDF isn't just fiction and cannot be dismissed as such. On one hand it can be used as an effective tool to obtain the required results. On the other hand it can be misused to mislead the people just enough so that the goals of a certain few are met! I realise that it is easier said than done, but I believe each one of us needs to approach life with a slightly more objective mindset. It is the only way we can at least reduce if not completely eliminate the effects of RDF. @Shreyas Banthalpad (CAMPUSDIARIES.com)
毕竟没有谁愿意被欺骗！没有谁愿意受人影响做出违背真实自己的事。……所以我觉得很奇怪，为什么我们甘愿沦为现实扭曲力场的受骗者。无论是只因为乔布斯号召我们我们就去买苹果产品，还是毫不怀疑地相信我们的议会与政治体制具有高度代表性与民主性。所以我认为，现实扭曲力场并不只是错觉，更不该因此被一笔带过。一方面，它可以被用作一个达成目标的有效工具。另一方面，有人可以滥用它来充分误导人民，以至于某些人的利益能得以实现！我知道说时容易做时难，但我相信我们每一个人都应该试着用稍微更客观一些的眼光看待生活中的事物。这是我们唯一能够即使不能完全消除，至少也能减弱现实扭曲力场的影响的方法。
“Hero-shithead Roller Coaster”天才垃圾过山车
......he could not tolerate ambiguity and saw things only in binary terms: good or bad; smart or dumb. There was no grey area in his life. He was able to make quick decisions when the outcome was obvious to him. But when it was not, he would procrastinate. This flaw prevented him from having rich family relationships, and he was known to be distant from his daughters. (Chng, 2011)
他不能接受模棱两可，只用二元化的视角看待事物：要么好要么不好，要么高明要么蠢。在他的世界里没有灰色地带。当他可以清楚地看到结果时，他能果断决策。否则，他就会不断拖延。这一缺点让他的家庭关系始终不太融洽，他与女儿的疏离冷淡也广为人知。
乔布斯表现出完美主义、自恋、极端二元化认知（非黑即白）、严苛、果断。�
"For the past 33 years, I have looked in the mirror every morning and asked myself: 'If today were the last day of my life, would I want to do what I am about to do today?' And whenever the answer has been ‘No’ for too many days in a row, I know I need to change something."--Steve Jobs
在过去的33年中，我每天早上起来都问镜子里的自己：“如果今天是我生命的最后一天，我还会做我今天准备做的事情吗？”而当“不”的答案一连出现太多天，我就意识到是时候做出些改变了。
而我们知道乔布斯有明确的目标和清晰的自我认识。或许支撑他“违反几乎所有管理者教条”却依然获得极高支持率的是他的天才实力。媒体总是乐于渲染乔布斯的无情与团队中众多人才的“受虐倾向”，似乎乔布斯批评越厉害，团队成员就越能兴奋工作，以此同时公司以外的人更是对苹果敬仰又向往。其实乔布斯的批评能够站得住脚，是因为他有超越他人的能力，总是能做出正确的抉择，英明神武如上帝亲临。
（读书笔记，引文除注明出处的外来自Integrated Study课阅读材料）