来源：《WIRED》
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Google's famous catchphrase, "Don't be evil," has become a shorthand mission statement for Silicon Valley, encompassing a variety of ideals that proponents say are good for business and good for the world: Embrace open platforms. Trust decisions to the wisdom of crowds. Treat your employees like gods. It's ironic, then, that one of the Valley's most successful companies ignored all these tenets. Here's how Apple succeeds by defying five core Valley principles.
1. COOPERATE
Valley Rule
Embrace open platforms. Software should be decoupled from hardware
so users can access any program or data from any device. Example:
Google's Android, an operating system that will run on a variety of
handsets from different manufacturers.
Apple Rule
Design software to work on your own hardware — and not on anyone
else's. The OS X experience is made only for the Mac; iPhone apps
function only on iPhones. And customers don't seem to mind.
Apparently, they're willing to trade freedom for a kick-ass
product.
2. COMMUNICATE
Valley Rule
Tell your fans what you're up to so they feel a connection to your
company. Hiring difficulties
Apple Rule
Never talk to the press. Shut down rumor blogs. Threaten to sue
children who send you their ideas. Never leak product news until
you're ready to announce it. Then use that discipline to create
buzz and win coverage with every announcement.
3. PLAY NICE
Valley Rule
Don't exploit your market-leader status. Software should compete on
its merits, not its ability to shut out rivals. Microsoft earned an
antitrust suit and decades of ill will by muscling PC makers into
bundling its operating system and browser onto their machines.
Apple Rule
Hardball tactics rule! Every Mac is preloaded with iTunes, which
becomes the user's default music program. And most iTunes purchases
can be played only on iPods, creating a closed loop that has proven
tough for competitors — and music labels — to challenge.
4. LOVE YOUR CUSTOMERS
Valley Rule
Make sure to lavish affection on your clients, and try to ensure
that every one of them has a positive experience. Anyone can post a
withering review on Yelp or Amazon, so you can't afford to let a
single complaint go unaddressed.
Apple Rule
Please yourself, not your fans. Release iMacs without floppy
drives. Release MacBook Airs without optical drives. Cut the price
of an iPhone by $200 two months after its introduction; when early
adopters complain, offer them a $100 gift certificate.
5. CODDLE YOUR EMPLOYEES
Valley Rule
Since the best ideas bubble up from within the ranks, encourage
autonomy by allowing workers free time to focus on their personal
projects. Also, shower them with perks like free food and massages
to make them feel special.
Apple Rule
Motivate through fear. Don't be afraid to scream. Threaten to fire
them. Withhold praise until it's truly deserved. Go ahead and bring
them to tears. As long as you can inspire them with your sense of
mission, they'll consider this the best job they've ever had.
