哈佛经典案例-Apple：回春妙手乔布斯

第一篇：哈佛经典案例-Apple：回春妙手乔布斯

Apple：回春妙手乔布斯

史蒂夫·乔布斯（Steve Jobs）堪称是一位传奇式人物。1976年刚21岁的他看准了沃兹尼阿克发明的个人机会改变整个世界，鼓励他将其变成产品。他们两人变卖掉值钱的东西凑齐1300美元，于1976年创建苹果（Apple）计算机公司，并接连推出Apple Ⅰ、Apple Ⅱ个人机，后者大获成功。1977年推出后，三年内销售额超过1亿美元，不仅使个人机站稳了脚跟、掀起了数字化浪潮，而且也使苹果股票于1980年公开上市，苹果的股票当天便从22美元升到29美元，公司市值达12亿美元，乔布斯个人财富达4亿美元，成为白手起家的年轻亿万富翁。

乔布斯并不满足，立志要开发更容易使用的电脑，把当时施乐公司的新技术都用上去。1984年这样的电脑面世了，它便是世界上第一种多媒体电脑Macintosh（麦金托什）。使用它的用户不必逐个打字，只需通过图标、窗口、菜单、鼠标就可以进行操作，这是电脑发展史上革命性突破。

电脑界有一条法则：电脑易用性能是研究开发费用的平方根。如果Macintosh比AppleⅡ好10倍，其开发费用将是它的100倍。实际上，AppleⅡ开发花了50万美元，而Macintosh花了8000万美元，大大超出了预算。加上Macintosh过于超前，配套软件跟不上，市场并不理想，使公司赤字达到无法忍受的地步。乔布斯的固执态度也引起人们不满。1985年他被解除了总裁职务，最后离开了苹果公司。

1955年生于硅谷的乔布斯，父母是典型的蓝领工人，并没有优越的环境。1972年他到位于波特兰大的里德学院上大学，在那里开始探索印度佛教，从学生宗教领袖那里学会了如何做推销。1974他到印度朝圣，漫游后反而有了新的认识，认为爱迪生对世界的贡献比佛教大师要大得多。于是他回到硅谷参加了沃兹尼阿克创立的自制电脑俱乐部，才有了个人机的面世。

从苹果公司被挤出后他感到失落，但不久就振作起来。他虽然不是技术人员，但却是独具慧眼善于开拓新产品的奇才。1985年9月他卖掉所有苹果股票重新创业，但仍保留有一股以便获得年度财务报告，并用以寄托他对苹果的深情。

乔布斯新建了Next公司，准备开发新一代电脑，同时买下影视动画公司Pixar。Next电脑虽然用了许多新技术，但并没有赢得市场，却是他对Pixar倾注的10年心血，结出了大硕果。

1995年Pixar和迪斯尼合作的动画片《玩具总动员》在全球上映取得轰动效果，票房收入达4亿美元。这是第一部全部用电脑制作的动画片，片长不过83分钟，却

累计花费了80万机时的劳力。Pixar也因动画片的成功得以公开上市，乔布斯拥有的股票价值超过了5亿美元。苹果为了要使用Next的新技术，于1996年底用4亿美元收购了Next。

包括多媒体在内的许多新技术都是苹果率先采用的，但经营不得法，并没有获得应有市场。反而因成本太高造成亏损。1997年7月因连续5个季度亏损，最高执行官阿默利欧只好辞职，当时苹果已接近破产边缘，人们又想起了乔布斯，于是在紧急关头他又被聘任为临时总裁兼最高执行长官。

乔布斯回到苹果后，首先要做的事便是缩短战线，把正在开发的15种产品缩减到4种，而且裁掉一部分人员，节省了营运费用。

其次，发扬苹果的特色。苹果素以消费市场作为目标，所以他要使苹果成为电脑界的索尼。上任伊始便着手开发iMac，Mac是麦金托什的简称，i表示适于联接在因特网上使用，它非常适合家庭的使用。

第三，便是开拓销售渠道，让CompUSA成为苹果在美国全国的专卖商，使Mac机销量大增。

第四，调整结盟力量。同宿敌微软和解，取得微软对它的1.5亿美元投资，并继续为苹果机器开发软件。同时收回了对兼容厂家的技术使用许可，使它们不能再靠苹果的技术赚钱。

1998年上半年iMac面世取得成功，苹果扭亏为盈。现在人们谈论的是恢复青春活力后的苹果将会怎样推动电脑事业的发展，而不是苹果行将破产。使苹果起死回生的正是刚43岁的乔布斯。

人们认为乔布斯具有技术、管理和文化的三张面孔。在技术方面，他是使电脑成为消费产品的倡导者；在管理方面，他是善于随机应变的企业家；在文化方面，他是电脑文化的革命家。

1985年他被里根总统授予国家科技勋章，1987年获杰弗逊杰出公共服务奖。盖茨对他的评论是：“我不过是乔布斯第二，在我之前，苹果电脑的飞速发展给人以太深的印象。”葛鲁夫一直赞赏乔布斯，他说：“史蒂夫将永远是史蒂夫（指始终充满活力），惟一可能的变化，是他将会不断失去更多的头发。”

第二篇：乔布斯_哈佛演讲

苹果总裁乔布斯在斯坦福大学毕业典礼上的演讲

2005年6月12日

I am honored to be with you today for your commencement from one of the finest universities in the world.Truth be told, I never graduated from college.And this is the closest I've ever gotten to a college graduation.Today I want to tell you three stories from my life.That's it.No big deal.Just three stories.今天，有荣幸来到各位从世界上最好的学校之一毕业的毕业典礼上。我从来没从大学毕业。说实话，这是我离大学毕业最近的一刻。今天，我只说三个故事，不谈大道理，三个故事就好。

The first story is about connecting the dots.第一个故事，是关于人生中的点点滴滴怎么串连在一起。

I dropped out of Reed College after the first 6 months, but then stayed around as a drop-in for another 18 months or so before I really quit.So why did I drop out? 我在里德学院待了六个月就办休学了。到我退学前，一共休学了十八个月。那么，我为什么休学？

It started before I was born.My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption.She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife.Except that when I popped out they decided at the last minute that they really wanted a girl.So my parents, who were on a waiting list, got a call in the middle of the night asking: “We have an unexpected baby boy;do you want him?” They said: “Of course.” My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school.She refused to sign the final adoption papers.She only relented a few months later when my parents promised that I would someday go to college.This was the start in my life.这得从我出生前讲起。我的亲生母亲当时是个研究生，年轻未婚妈妈，她决定让别人收养我。她强烈觉得应该让有大学毕业的人收养我，所以我出生时，她就准备让我被一对律师夫妇收养。但是这对夫妻到了最后一刻反悔了，他们想收养女孩。所以在等待收养名单上的一对夫妻，我的养父母，在一天半夜里接到一通电话，问他们“有一名意外出生的男孩，你们要认养他吗？”而他们的回答是“当然要”。后来，我的生母发现，我现在的妈妈从来没有大学毕业，我现在的爸爸则连高中毕业也没有。她拒绝在认养文件上做最后签字。直到几个月后，我的养父母同意将来一定会让我上大学，她才软化态度。

And 17 years later I did go to college.But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents' savings were being spent on my college tuition.After six months, I couldn't see the value in it.I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out.And here I was spending all of the money my parents had saved their entire life.So I decided to drop out and trust that it would all work out OK.It was pretty scary at the time, but looking back it was one of the best decisions I ever made.The minute I dropped out I could stop taking the required classes that didn't interest me, and begin dropping in on the ones that looked far more interesting.十七年后，我上大学了。但是当时我无知选了一所学费几乎跟史丹佛一样贵的大学，我那工人阶级的父母所有积蓄都花在我的学费上。六个月后，我看不出念这个书的价值何在。那时候，我不知道这辈子要干什么，也不知道念大学能对我有什么帮助，而且我为了念这个书，花光了我父母这辈子的所有积蓄，所以我决定休学，相信船到桥头自然直。当时这个决定看来相当可怕，可是现在看来，那是我这辈子做过最好的决定之一。当我休学之后，我再也不用上我没兴趣的必修课，把时间拿去听那些我有兴趣的课。

It wasn't all romantic.I didn't have a dorm room, so I slept on the floor in friends' rooms, I returned coke bottles for the 5￠ deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple.I loved it.And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on.Let me give you one example: 这一点也不浪漫。我没有宿舍，所以我睡在友人家里的地板上，靠着回收可乐空罐的五先令退费买吃的，每个星期天晚上得走七哩的路绕过大半个镇去印度教的 Hare Krishna神庙吃顿好料。我喜欢Hare Krishna神庙的好料。追寻我的好奇与直觉，我所驻足的大部分事物，后来看来都成了无价之宝。举例来说：

Reed College at that time offered perhaps the best calligraphy instruction in the country.Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed.Because I had dropped out and didn't have to take the normal classes, I decided to take a calligraphy class to learn how to do this.I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great.It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating.当时里德学院有着大概是全国最好的书法指导。在整个校园内的每一张海报上，每个抽屉的标签上，都是美丽的手写字。因为我休学了，可以不照正常选课程序来，所以我跑去学书法。我学了serif与san serif字体，学到在不同字母组合间变更字间距，学到活版印刷伟大的地方。书法的美好、历史感与艺术感是科学所无法捕捉的，我觉得那很迷人。

None of this had even a hope of any practical application in my life.But ten years later, when we were designing the first Macintosh computer, it all came back to me.And we designed it all into the Mac.It was the first computer with beautiful typography.If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts.And since Windows just copied the Mac, it’s likely that no personal computer would have them.If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do.Of course it was impossible to connect the dots looking forward when I was in college.But it was very, very clear looking backwards ten years later.我没预期过学的这些东西能在我生活中起些什么实际作用，不过十年后，当我在设计第一台麦金塔时，我想起了当时所学的东西，所以把这些东西都设计进了麦金塔里，这是第一台能印刷出漂亮东西的电脑。如果我没沉溺于那样一门课里，麦金塔可能就不会有多重字体跟变间距字体了。又因为Windows抄袭了麦金塔的使用方式，如果当年我没这样做，大概世界上所有的个人电脑都不会有这些东西，印不出现在我们看到的漂亮的字来了。当然，当我还在大学里时，不可能把这些点点滴滴预先串在一起，但是这在十年后回顾，就显得非常清楚。

Again, you can't connect the dots looking forward;you can only connect them looking backwards.So you have to trust that the dots will somehow connect in your future.You have to trust in something — your gut, destiny, life, karma, whatever.Because believing in the dots will connect down the road will give you the confidence to follow your heart even when they leave you off the well-worn path.And it has made all the difference in my life.我再说一次，你不能预先把点点滴滴串在一起；唯有未来回顾时，你才会明白那些点点滴滴是如何串在一起的。所以你得相信，你现在所体会的东西，将来多少会连接在一块。你得信任某个东西，直觉也好，命运也好，生命也好，或者业力。这种作法从来没让我失望，也让我的人生整个不同起来。

My second story is about love and loss.我的第二个故事，有关爱与失去。

I was lucky — I found what I loved to do early in life.Woz and I started Apple in my parents’ garage when I was 20.We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees.We had just released our finest creation — the Macintosh — a year earlier, and I had just turned 30.And then I got fired.How can you get fired from a company you started? Well, as Apple grew we hired someone who I thought was very talented to run the company with me, and for the first year or so things went well.But then our visions of the future began to diverge and eventually we had a falling out.When we did, our Board of Directors sided with him.So at 30 I was out.And very publicly out.What had been the focus of my entire adult life was gone, and it was devastating.我好运－年轻时就发现自己爱做什么事。我二十岁时，跟Steve Wozniak在我爸妈的车库里开始了苹果电脑的事业。我们拼命工作，苹果电脑在十年间从一间车库里的两个小夥子扩展成了一家员工超过四千人、市价二十亿美金的公司，在那之前一年推出了我们最棒的作品－麦金塔，而我才刚迈入人生的第三十个年头，然后被炒鱿鱼。要怎么让自己创办的公司炒自己鱿鱼？好吧，当苹果电脑成长后，我请了一个我以为他在经营公司上很有才干的家伙来，他在头几年也确实干得不错。可是我们对未来的愿景不同，最后只好分道扬镳，董事会站在他那边，炒了我鱿鱼，公开把我请了出去。曾经是我整个成年生活重心的东西不见了，令我不知所措。

I really didn't know what to do for a few months.I felt that I had let the previous generation of entrepreneurs downthese things just fall away in the face of death, leaving only what is truly important.Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose.You are already naked.There is no reason not to follow your heart.提醒自己快死了，是我在人生中下重大决定时，所用过最重要的工具。因为几乎每件事－所有外界期望、所有名誉、所有对困窘或失败的恐惧－在面对死亡时，都消失了，只有最重要的东西才会留下。提醒自己快死了，是我所知避免掉入自己有东西要失去了的陷阱里最好的方法。人生不带来，死不带去，没什么道理不顺心而为。

About a year ago I was diagnosed with cancer.I had a scan at 7:30 in the morning, and it clearly showed a tumor on my pancreas.I didn't even know what a pancreas was.The doctors told me this was almost certainly a type of cancer that is incurable, and that I should expect to live no longer than three to six months.My doctor advised me to go home and get my affairs in order, which is doctor's code for prepare to die.It means to try to tell your kids everything you thought you'd have the next 10 years to tell them in just a few months.It means to make sure everything is buttoned up so that it will be as easy as possible for your family.It means to say your goodbyes.一年前，我被诊断出癌症。我在早上七点半作断层扫描，在胰脏清楚出现一个肿瘤，我连胰脏是什么都不知道。医生告诉我，那几乎可以确定是一种不治之症，我大概活不到三到六个月了。医生建议我回家，好好跟亲人们聚一聚，这是医生对临终病人的标准建议。那代表你得试着在几个月内把你将来十年想跟小孩讲的话讲完。那代表你得把每件事情搞定，家人才会尽量轻松。那代表你得跟人说再见了。

I lived with that diagnosis all day.Later that evening I had a biopsy, where they stuck an endoscope down my throat, through my stomach and into my intestines, put a needle into my pancreas and got a few cells from the tumor.I was sedated, but my wife, who was there, told me that when they viewed the cells under a microscope the doctors started crying because it turned out to be a very rare form of pancreatic cancer that is curable with surgery.I had the surgery and thankfully I'm fine now.我整天想着那个诊断结果，那天晚上做了一次切片，从喉咙伸入一个内视镜，从胃进肠子，插了根针进胰脏，取了一些肿瘤细胞出来。我打了镇静剂，不醒人事，但是我老婆在场。她后来跟我说，当医生们用显微镜看过那些细胞后，他们都哭了，因为那是非常少见的一种胰脏癌，可以用手术治好。所以我接受了手术，康复了。

This was the closest I've been to facing death, and I hope it’s the closest I get for a few more decades.Having lived through it, I can now say this to you with a bit more certainty than when death was a useful but purely intellectual concept: 这是我最接近死亡的时候，我希望那会继续是未来几十年内最接近的一次。经历此事后，我可以比之前死亡只是抽象概念时要更肯定告诉你们下面这些：

No one wants to die.Even people who want to go to heaven don't want to die to get there.And yet death is the destination we all share.No one has ever escaped it.And that is as it should be, because Death is very likely the single best invention of Life.It is Life's change agent.It clears out the old to make way for the new.Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away.Sorry to be so dramatic, but it is quite true.没有人想死。即使那些想上天堂的人，也想活着上天堂。但是死亡是我们共有的目的地，没有人逃得过。这是注定的，因为死亡简直就是生命中最棒的发明，是生命变化的媒介，送走老人们，给新生代留下空间。现在你们是新生代，但是不久的将来，你们也会逐渐变老，被送出人生的舞台。抱歉讲得这么戏剧化，但是这是真的。

Your time is limited, so don't waste it living someone else's life.Don't be trapped by dogma — which is living with the results of other people's thinking.Don't let the noise of others' opinions drown out your own inner voice.And most important, have the courage to follow your heart and intuition.They somehow already know what you truly want to become.Everything else is secondary.你们的时间有限，所以不要浪费时间活在别人的生活里。不要被信条所惑－盲从信条就是活在别人思考结果里。不要让别人的意见淹没了你内在的心声。最重要的，拥有跟随内心与直觉的勇气，你的内心与直觉多少已经知道你真正想要成为什么样的人。任何其他事物都是次要的。

When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation.It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch.This was in the late 1960’s, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and Polaroid cameras.It was sort of like Google in paperback form, 35 years before Google came along: it was idealistic, and overflowing with neat tools and great notions.在我年轻时，有本神奇的杂志叫做 Whole Earth Catalog，当年我们很迷这本杂志。那是一位住在离这不远的Menlo Park的Stewart Brand发行的，他把杂志办得很有诗意。那是1960年代末期，个人电脑跟桌上出版还没发明，所有内容都是打字机、剪刀跟拍立得相机做出来的。杂志内容有点像印在纸上的Google，在Google出现之前35年就有了：理想化，充满新奇工具与神奇的注记。

Stewart and his team put out several issues of The Whole Earth Catalog, and then when it had run its course, they put out a final issue.It was the mid-1970s, and I was your age.On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous.Beneath it were the words: “Stay Hungry.Stay Foolish.” It was their farewell message as they signed off.Stay Hungry.Stay Foolish.And I have always wished that for myself.And now, as you graduate to begin anew, I wish that for you.Stewart跟他的出版团队出了好几期Whole Earth Catalog，然后出了停刊号。当时是1970年代中期，我正是你们现在这个年龄的时候。在停刊号的封底，有张早晨乡间小路的照片，那种你去爬山时会经过的乡间小路。在照片下有行小字：求知若饥，虚心若愚。那是他们亲笔写下的告别讯息，我总是以此自许。当你们毕业，展开新生活，我也以此期许你们。

Stay Hungry.Stay Foolish.求知若饥，虚心若愚。

Thank you all very much.非常感谢大家。

第三篇：乔布斯哈佛演讲稿(英中)

乔布斯哈佛演讲稿(英中)

President Bok, former President Rudenstine, incoming President Faust, members of the Harvard Corporation and the Board of Overseers, members of the faculty, parents, and especially, the graduates:

尊敬的Bok校长，Rudenstine前校长，即将上任的Faust校长，哈佛集团的各位成员，监管理事会的各位理事，各位老师，各位家长，各位同学：

Ive been waiting more than 30 years to say this: “Dad, I always told you Id come back and get my degree.” 有一句话我等了三十年，现在终于可以说了：“老爸，我总是跟你说，我会回来拿到我的学位的!”

I want to thank Harvard for this timely honor.Ill be changing my job next year...and it will be nice to finally have a college degree on my resume.我要感谢哈佛大学在这个时候给我这个荣誉。明年，我就要换工作了(注：指从微软公司退休)......我终于可以在简历上写我有一个大学学位，这真是不错埃

I applaud the graduates today for taking a much more direct route to your degrees.For my part, Im just happy that the Crimson has called me “Harvards most successful dropout.” I guethat makes me valedictorian of my own special cla...I did the best of everyone who failed.我为今天在座的各位同学感到高兴，你们拿到学位可比我简单多了。哈佛的校报称我是“哈佛大学历史上最成功的辍学生”。我想这大概使我有资格代表我这一类学生发言......在所有的失败者里，我做得最好。

But I also want to be recognized as the guy who got Steve Ballmer to drop out of busineschool.Im a bad influence.Thats why I was invited to speak at your graduation.If I had spoken at your orientation, fewer of you might be here today.但是，我还要提醒大家，我使得Steve Ballmer(注：微软总经理)也从哈佛商学院退学了。因此，我是个有着恶劣影响力的人。这就是为什么我被邀请来在你们的毕业典礼上演讲。如果我在你们入学欢迎仪式上演讲，那么能够坚持到今天在这里毕业的人也许会少得多吧。

Harvard was just a phenomenal experience for me.Academic life was fascinating.I used to sit in on lots of classes I hadnt even signed up for.And dorm life was terrific.I lived up at Radcliffe, in Currier House.There were always lots of people in my dorm room late at night discussing things, because everyone knew Ididnt worry about getting up in the morning.Thats how I came to be the leader of the anti-social group.We clung to each other as a way of validating our rejection of all those social people.对我来说，哈佛的求学经历是一段非凡的经历。校园生活很有趣，我常去旁听我没选修的课。哈佛的课外生活也很棒，我在Radcliffe过着逍遥自在的日子。每天我的寝室里总有很多人一直待到半夜，讨论着各种事情。因为每个人都知道我从不考虑第二天早起。这使得我变成了校园里那些不安分学生的头头，我们互相粘在一起，做出一种拒绝所有正常学生的姿态。

Radcliffe was a great place to live.There were more women up there, and most of the guys were science-math types.That combination offered me the best odds, if you know what I mean.This is where I learned the sad lesson that improving your odds doesnt guarantee success.Radcliffe是个过日子的好地方。那里的女生比男生多，而且大多数男生都是理工科的。这种状况为我创造了最好的机会，如果你们明白我的意思。可惜的是，我正是在这里学到了人生中悲伤的一课：机会大，并不等于你就会成功。

One of my biggest memories of Harvard came in January 1975, when I made a call from Currier House to a company in Albuquerque that had begun ma-ki-ng the worlds first personal computers.I offered to sell them software.我在哈佛最难忘的回忆之一，发生在1975年1月。那时，我从宿舍楼里给位于Albuquerque的一家公司打了一个电话，那家公司已经在着手制造世界上第一台个人电脑。我提出想向他们出售软件。

第四篇：哈佛案例教学

哈佛案例教学

哈佛案例教学方法解读 史美兰

哈佛案例教学与哈佛案例一样经典。如何把哈佛的经典案例搬上课堂，案例教学的实施环节非常重要。哈佛案例教学的独特的方式是什么？经过在哈佛的学习体会，我的解读包括以下环节。

哈佛案例教学是区别与传统的讲授式教学的一种启发式、讨论式、互动式的新型的教学形式，它绝对不是简单的举例教学。案例教学是把现实中的问题带到课堂，以一个案例为中心，围绕一个教学目标，课前经过周密的策划和准备，课程按照严格的教学环节展开，通过教学双方的共同讨论分析，达到提高学生分析问题和解决问题能力的目标。

自从把案例教学方式引入管理学科的教学之后，几十年来，哈佛大学商学院和肯尼迪学院一直将案例教学作为主要的授课方式。为什么坚持案例教学，哈佛人有明确的认识。在哈佛，教学方式与教育的理念和培养目标是紧密相连的，教学方式是哈佛人实现培养目标的重要手段。

哈佛大学办学的宗旨是 “让所有的金子在这里都发光”。在这样的办学宗旨下，哈佛商学院的培养目标是：“培养有责任感、有道德的一流管理人才--公司经理式的通才”。肯尼迪学院的培养目标是：“为21世纪准备领导人。”既然是培养未来政府和企业的领导人，因此培育学生的学习能力、创新能力和在不可预见的情况发生时的灵活处理能力至关重要。哈佛人认为，这种能力不可能通过传统的“粉笔+讲课”的教学方法获得，他们认为，案例教学是培育学生团队精神和磨练他们战略决策能力的最好方法。

通过案例教学哈佛人要达到以下目标，1、培养解决问题的能力。案例教学的目的不是告诉大家问题的答案，而是告诉大家解决问题的各种可能性和方法。案例教学要求学员学会把已有的理论及知识与实际情况联系起来，学会发现问题和利用已有的信息解决问题。2锻炼决策的勇气和信心。案例教学通过课堂的讨论和分析，提高学员的思维和决策能力，锻炼学员决策的勇气和自信。学员要学会迅速、有效地进行独立思考，果断制定战略，明确阐述自己的政策。

3、实现同学之间相互学习。案例教学最重要的是亲身参与和分享经验。案例教学30%的收获来自教师，70%的收获来自同学。案例教学是学员自己学习、相互学习和创造性学习。

4、极度开发学生的潜能。案例教学通过不断对学生施加压力的方法，最大限度地调动学生学习的主动性、创造性。在巨大的学习压力和挑战性下，极度开发学生的潜能。

为实现以上培养目标，哈佛案例教学经过几十年的发展，逐步形成了程序清晰、环节严谨、过程规范经典的教学形式。哈佛案例教学包括以下五个阶段。学员认真研读案例

学生独自研读案例，是案例教学的基础性环节。在上课之前，要将案例发给每一个学员，求学生认真读案例，学生必须利用课余时间认真阅读案例，回答案例后面的提问，准备好你自己的建议方案。学生阅读案例分为三步，第一步：快速浏览整篇案例，熟悉案例的基本事实，记住一些主要问题。第二步：再次仔细阅读案例，抓住主要问题进行分析，将可选择的方案进行排序，形成自己的建议方案。第三步：对自己的方案进行评估，预期可能产生的后果。哈佛的案例长度不等，这样的认真研读一个案例，一般需要2-4小时。哈佛学生案例的阅读量很大，一般的努力根本不可完成。在哈佛学习时，我们为完成第二天的案例课，经常要阅读到深夜。在周末的考察途中，同学们都在抓紧一切时间阅读。如果不认真准备，在课堂上很可能要遭遇老师的“冷点名”。

“冷点名”（COLD CALL），是哈佛教师的法宝也是学生首先面对的压力。教授会专找不爱发言的同学，“某某同学，请你讲解一下今天的案例。”如果你没有认真准备，结果可想而知。课堂发言的成绩占学习成绩的约50%，哈佛每年有近15%的学生因成绩不合格而不能毕业。在课堂上，你必须充满自信的发言，你必须提出独到的见解，你甚至要反驳老师的观点，才会得到好的成绩。这样的课堂表现必须经过课前的认真准备，哈佛学生学习的主动性也因此培养而成。固定的小组讨论

在学员独自研读的基础上组织固定的小组讨论，是案例教学的推进环节。无论是在商学院还是肯尼迪学院，在案例学习中都要求学员组成学习小组，共同讨论分析案例。学习小组可以是住在附近的同学，便于就近讨论；也可以是对一些共同问题感兴趣的同学。小组讨论主要是交流信息、交换看法、相互学习。由于案例中问题会涉及许多领域，学生的经历与背景不同，会有不同的理解和认识，同学相互交流，达到相互帮助和相互学习的目的。在小组里你可以检验你对案例中问题的看法，发展你的策略。在小组中对一些问题形成初步的共识，有助于课堂讨论的深入。

目前我国的案例教学较多采取的小组讨论方式。往往是把学员分成若干小组，经过讨论后，每个小组派一位同学代表小组发言，其余同学无事可作，然后教师总结，课程结束。但哈佛的小组讨论并不是这种形式，小组的讨论不能代替每位同学在课堂的发言。

哈佛的小组还可以完成其它的学习任务，如共同准备一次研讨会，或共同完成一份报告等。哈佛教授认为，小组讨论还可以舒缓学生学习的压力。目前，小组的活动在肯尼迪学院和商学院都有所加强。课堂案例分析

课堂的案例讨论和分析，是哈佛案例教学的中心环节，也是案例教学最精彩的阶段。哈佛的案例分析是由师生在课堂上共同完成的。可以说，案例教学的课堂是教师激情飞扬的舞台，也是学生接受挑战和磨练意志力的战场。哈佛的案例分析是这样进行的：

第一步：教师提供案例分析的理论框架；为了帮助学生分析案例，哈佛的教师总结出一些实用的分析框架。我们在哈佛学习的三圈理论（价值、能力、支持），就是哈佛肯尼迪学院最著名的分析框架。除此之外，利益相关者分析、决策的成本和效益分析等，也是经常使用的分析工具。分析工具简单直观，便于理解也便于记忆，对案例分析非常实用。第二步：组织学员参与案例讨论。课堂的有序组织是案例教学的关键环节。用热情调动全班每一个人参与讨论，是哈佛老师最大的特点。在调动学员参与课堂讨论方面，哈佛的老师各有高招。让我们记忆最深的是达奇.莱昂纳德教授，他开始讲课前总是对我们重复同一句话，“见到你们，我的心像雄鹰一样在飞翔”，他还会用双手做一个飞翔的动作。无限真诚、无限深情，让我们久久不能忘怀。也有老师不停地走动在学生中间，时而回到讲台板书，时而回到同学中间提问，一节课下来，汗水会湿透老师的西装，这样高度的敬业精神，令我们感动。严格控制课堂讨论的方向、进度和时间，是哈佛老师高超的技巧。教师一般不对学员的发言作对与错评价，而是鼓励发言观点鲜明简洁，对发言长篇大论的及时提醒，对发言偏离讨论方向的马上引导，对发言跟不上进度或超前的要立刻打住。对于学生的提问，哈佛老师采取了不直接回答学员的挑战而是请其他同学来回答的技巧。这样可以避免与学生正面冲突。

第三步：教师进行总结与点评。这是哈佛案例教学最精彩的部分。教师首先会对今天学生的讨论进行点评，对有创建性的发言进行表扬，然后老师会对案例作总结。哈佛案例教学的总结，绝不仅仅限于案例的内容，一般提供高于案例内容的理论总结。这些理论一般是管理者和研究者收集、发现和归纳出的精华，它比课本上的理论更清晰、更具体、更便于学员在工作实践中应用。课下理论知识的补充

案例教学并不是完美无缺的。自从案例教学被引入管理学的教学中，就一直受到批评。其中最大的问题是案例教学使学生的学习不系统。为弥补案例教学的不足，哈佛在案例课堂之外，设计了对学生理论于知识的补充环节，这使得案例教学的方式进一步得以完善。

首先，学员通过自学增加必要的知识，才能读懂和理解案例的内容；其次，哈佛为学员指定导师，导师通过单独辅导补充学员缺乏的知识；第三，学院通过大量学术讲座充实学员的相关知识。丰富多彩的学术讲座和名人讲坛，是哈佛大学一道亮丽的风景线。哈佛有许多研究所和研究中心，如肯尼迪政治研究所、肯尼迪国家发展研究中心、亚洲研究中心、公共部门领导能力研究中心、费正清研究中心等。

这些机构每学期会组织大量的学术活动。这些活动大致可以氛围三类，一是学术系统讲座，如全球化系统讲座；二是名人讲坛，哈佛会请许多政界、商界和学界的名人到学校讲座。如到访美国的各国总统、大公司的CEO和著名学者，这样的讲坛一般听众很多，学生要通过网上报名和抽签的方式获得门票。三是学术研讨会。各个研究机构会在各自的研究领域召开专业的研讨会，学生可根据兴趣参加。这些学术活动既充实了学生的相关知识，也活跃了学校的学术气氛。

最受欢迎的案例分析方式

经过多年的总结，哈佛形成了较规范的案例分析步骤：

第一：介绍案例分析的理论框架；第二：讨论问题产生的背景和环境；第三：分析与问题有关的相关条件和约束条件；第四：排列利益相关者的观点、方案；第五：提出解决问题的方法、思路和可供选择的方案；第六：对案例作“无结论、开放式”的总结。

什么样的案例分析最受欢迎？我们的哈佛学习实践证明，最受欢迎的案例分析方法是，不拘泥于程式化的案例分析，不限于表面问题进行提问，重点是对问题背后的观点进行梳理，提供有意义的分析框架，概括出有普遍意义的观点。好的案例教学的教师通常是先给一个有意义的分析构架，然后不把讲课的重点放在案例细节的问答上，而是着力分析事实背后的问题及其含义，最后给出若干带有普遍意义的论点。这样的教师一般都有广博的知识和极强的驾御课堂的能力，这样的教师才是一个优秀的案例教学的教师。

第五篇：乔布斯哈佛演讲稿 Commencement address by Steve Jobs

Commencement address by Steve Jobs 乔布斯哈佛演讲稿 Commencement address by Steve Jobs

You've got to find what you love,' Jobs says

This is the text of the Commencement address by Steve Jobs, CEO of Apple Computer and of Pixar Animation Studios, delivered on June 12, 2005.I am honored to be with you today at your commencement from one of the finest universities in the world.I never graduated from college.Truth be told, this is the closest I've ever gotten to a college graduation.Today I want to tell you three stories from my life.That's it.No big deal.Just three stories.The first story is about connecting the dots.I dropped out of Reed College after the first 6 months, but then stayed around as a drop-in for another 18 months or so before I really quit.So why did I drop out? It started before I was born.My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption.She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife.Except that when I popped out they decided at the last minute that they really wanted a girl.So my parents, who were on a waiting list, got a call in the middle of the night asking: “We have an unexpected baby boy;do you want him?” They said: “Of course.” My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school.She refused to sign the final adoption papers.She only relented a few months later when my parents promised that I would someday go to college.And 17 years later I did go to college.But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents' savings were being spent on my college tuition.After six months, I couldn't see the value in it.I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out.And here I was spending all of the money my parents had saved their entire life.So I decided to drop out and trust that it would all work out OK.It was pretty scary at the time, but looking back it was one of the best decisions I ever made.The minute I dropped out I could stop taking the required classes that didn't interest me, and begin dropping in on the ones that looked interesting.It wasn't all romantic.I didn't have a dorm room, so I slept on the floor in friends' rooms, I returned coke bottles for the 5¢ deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple.I loved it.And much of what I stumbled into by following my curiosity and intuitio turned out to be priceless later on.Let me give you one example: Reed College at that time offered perhaps the best calligraphy instruction in the country.Throughout the campus every poster, every label on every drawer, was beautifully Commencement address by Steve Jobs hand calligraphed.Because I had dropped out and didn't have to take the normal classes, I decided to take a calligraphy class to learn how to do this.I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great.It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating.None of this had even a hope of any practical application in my life.But ten years later, when we were designing the first Macintosh computer, it all came back to me.And we designed it all into the Mac.It was the first computer with beautiful typography.If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts.And since Windows just copied the Mac, its likely that no personal computer would have them.If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do.Of course it was impossible to connect the dots looking forward when I was in college.But it was very, very clear looking backwards ten years later.Again, you can't connect the dots looking forward;you can only connect them looking backwards.So you have to trust that the dots will somehow connect in your future.You have to trust in somethingthe Macintoshthat I had dropped the baton as it was being passed to me.I met with David Packard and Bob Noyce and tried to apologize for screwing up so badly.I was a very public failure, and I even thought about running away from the valley.But something slowly began to dawn on me – I still loved what I did.The turn of events at Apple had not changed that one bit.I had been rejected, but I was still in love.And so I decided to start over.any named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife.Pixar went on to create the worlds first computer animated feature Commencement address by Steve Jobs film, Toy Story, and is now the most successful animation studio in the world.In a remarkable turn of events, Apple bought NeXT, I retuned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance.And Laurene and I have a wonderful family together.I'm pretty sure none of this would have happened if I hadn't been fired from Apple.It was awful tasting medicine, but I guess the patient needed it.Sometimes life hits you in the head with a brick.Don't lose faith.I'm convinced that the only thing that kept me going was that I loved what I did.You've got to find what you love.And that is as true for your work as it is for your lovers.Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work.And the only way to do great work is to love what you do.If you haven't found it yet, keep looking.Don't settle.As with all matters of the heart, you'll know when you find it.And, like any great relationship, it just gets better and better as the years roll on.So keep looking until you find it.Don't settle.When I was 17, I read a quote that went something like: “If you live each day as if it was your last, someday you'll most certainly be right.” It made an impression on me, and since then, 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.Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life.Because almost everything – all external expectations, all pride, all fear of embarrassment or failurewhich is living with the results of other people's thinking.Don't let the noise of other's opinions drown out your own inner voice.And most important, have the courage to follow your heart and intuition.They somehow already know what you truly want to become.Everything else is secondary.When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation.It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch.This was in the late 1960's, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras.It was sort of like Google in paperback form, 35 years before Google came along: it was idealistic, and overflowing with neat tools and great notions.Stewart and his team put out several issues of The Whole Earth Catalog, and then when it had run its course, they put out a final issue.It was the mid-1970s, and I was your age.On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous.Beneath it were the words: “Stay Hungry.Stay Foolish.” It was their farewell message as they signed off.Stay Hungry.Stay Foolish.And I have always wished that for myself.And now, as you graduate to begin anew, I wish that for you.Stay Hungry.Stay Foolish.Thank you all very much.