“It’s about finding your values, and committing to them. It’s about finding your North Star.
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http://tech.qq.com/a/20150518/017091.htm
库克毕业典礼演讲：乔布斯让我学会质疑一切(我觉得标题也许应该是找到你自己的北斗星，或者是做对的事情）
腾讯科技[微博]风帆2015年05月18日09:39分享
[摘要]库克也说了他对苹果的愿景：将强大的技术转变成容易使用的工具。这些工具可帮助人们实现自己的梦想，更好地改变世界。
库克毕业典礼演讲：乔布斯让我学会质疑一切
BI中文站 5月18日报道
苹果首席执行官蒂姆·库克（Tim Cook）周日参加了乔治·华盛顿大学的毕业典礼，并发表了演讲。他的讲话中谈及正义与不公，以及保持乐观在工作中的重要作用。
库克在演讲期间3次提及马丁·路德·金（Martin Luther King），包括在演讲之初和结尾时。库克称金和美国前总统约翰·肯尼迪（John F. Kennedy）自儿时起就是他心中的英雄。库克在美国阿拉巴马州长大，尽管那里他身边的多数人对金与肯尼迪都不太敬重。
库克发表演讲的地方在华盛顿国家广场，那里距离华盛顿纪念碑不远。华盛顿大学宣称，当时有2.5万人参加此次毕业典礼，包括6000名毕业生。库克称：“正是在这里，金挑战所有美国人，让民主的观念深入人心。正是在这里，里根总统号召我们相信自己，相信我们能够做出伟业。”
库克还提及自己于1977年首次访问华盛顿的事情。当时他只有16岁，刚刚获得征文大赛冠军。在前往美国首都之前，库克与其他阿拉巴马州的学生曾前往蒙哥马利，并在那里见到时任华盛顿州州长的乔治·华莱士（George C. Wallace）。华莱士在20世纪60年代反对种族隔离制度。库克说：“对于我来说，见到州长并非一种荣誉。与其握手让我觉得背叛了自己的信仰，我感觉不好，好像我出卖了自己的灵魂。”
在华盛顿，库克也见到了当时的总统吉米·卡特（Jimmy Carter）。他将卡特与华莱士对比：两人都来自南方，都是州长或前州长，但他们的价值观却完全不同。库克说：“卡特人很好，有同情心。他从事着世界上最有权力的工作，但却未牺牲任何人性。”在评价华莱士和卡特时，库克说：“对于我来说，显然一个是错的，一个是对的。”
库克还称，忠于自己的价值观非常重要。他说：“你要找到自己的价值观，并忠于它们，就像找到你的北极星一样。有时候这很容易，有时候却很难，有时候会让你质疑一切。”
在首次访问华盛顿20年后，库克说：“我见到了那个让我质疑一切的人……他就是史蒂夫·乔布斯（Steve Jobs）。”乔布斯曾创建苹果公司，后被公司驱逐，但他于1998年又重返陷入困境中的苹果，库克于此时加入。
库克说：“当时乔布斯还不知道，他会用自己的余生来挽救苹果，并带领其走上任何人难以企及的高度。他对苹果的愿景是：将强大的技术转变成容易使用的工具。这些工具可帮助人们实现自己的梦想，更好地改变世界。”
库克表示，他当时依然忠于自己的价值观，但只在工作中坚持它们。他说：“我觉得工作就是工作。在工作中保持专业性和谦逊态度非常重要。但乔布斯是个理想主义者，他让我相信：如果我们努力工作，制作出更好产品，我们也能改变世界。我接受了他的邀请，这改变了我的生活。17年来，我从未后悔过。”
库克继续阐述苹果如何保持乐观，以及在这种乐观心态下创造出的产品如何改变世界。他说：“在苹果，我们相信工作不仅仅是改善我们自己的生活，同时也要改善其他人的生活。”
库克举例说明，苹果公司的技术可以帮助盲人实现阅读，可以帮助偏远地区的人联网。而且随着视频曝光警察的暴力行为，智能手机在社会正义方面发挥更为重要的作用。库克说：“亲眼见到不公的人想要曝光它，现在他们已经可以做到，因为他们的口袋中随时带着相机。”
库克继续说：“我们相信，一家公司的价值观及其指导下的行为可以真正改变世界。一个人也可以，这个人可能是你，而且肯定是你。毕业生们，你们的价值观很重要。它们是你们的北极星。你们不必在做得好和做得很好之间做出选择，这是一个错误的选择。你们面临的挑战是找到工作支付租金、购买美食，让自己去做正确的事情。找到你们的北极星，让他指引你去工作和生活。现在，我希望你们中的某些人不要迷恋于此，毫无疑问人应该有怀疑精神，特别是在华盛顿……健康的怀疑态度非常好，但是太多怀疑容易让人陷入犬儒主义。或许那只是我们现在生活的世界，但是对于你们来说，这恰好是你们要改变的世界。”
在演讲结束前，库克还提及苹果和硅谷的价值观。库克说，在硅谷，人们相信任何问题都能被解决，无论它有多么困难。这是非常真诚的乐观精神。苹果也信奉类似价值观。他说：“我在苹果的一个朋友喜欢这样说：解决问题的最好方式就是走出满是苹果工程师的房间，远离‘这不可能’的论调（
解决问题的最好方式就是走进满是苹果工程师的房间，然后对他们说“这不可能。”我可以告诉你，他们不会接受这个看法的------你也不应该。（译者对苹果有意见））。取得重大进展是可能的，无论你做出何种选择，总是有冷眼旁观者和批评者，同时好心却无贡献者也对实现目标毫无意义。”
库克还援引金《来自伯明翰监狱的信》，里面提及“好人保持沉默”，他呼吁人们摆脱“旁观”，积极参与追求正义、健康等。他说：“旁观不是你想要的生活，世界需要你登上舞台，有很多问题需要解决，正义需要得到伸张，人们依然受到迫害，疾病依然需要治愈。无论你接下来要做什么，世界需要你付出能量、激情和成功的渴望。不要怕冒险，远离那些愤世嫉俗者和批评者，历史很少由一个人来书写，但永远不要忘记，历史的确曾由一个人来书写。”
离开讲台前，库克拿出iPhone 6，拍摄了一张众多观众的照片。库克本人是阿拉巴马大学的毕业生，2009年曾在那里发表毕业演讲。同一年，他被列入阿拉巴马州“名人堂”。（风帆）
【美国Business Insider作品（简称“作品”）的中文翻译权及中文版版权均归腾讯公司独家所有。未经腾讯公司授权许可，任何组织、机构或个人不得对作品进行中文翻译或对作品中文版本实施转载、摘编或其他任何形式的使用行为，违者腾讯公司将追究其法律责任。】
Apple CEO Tim Cook tells graduates: Values and justice belong in the workplace
Apple CEO Tim Cook delivers the commencement speech to the 2015 graduating class of George Washington University, in Washington, D.C.
Above: Apple CEO Tim Cook delivers the commencement speech to the 2015 graduating class of George Washington University, in Washington, D.C.
Image Credit: Screenshot from GWU video
May 17, 2015 8:48 AM
Dylan Tweney
Apple chief executive Tim Cook delivered the commencement address to the graduating class of George Washington University today. His speech spoke directly of justice, injustice, and his optimism that values belong in the workplace.
Cook mentioned Martin Luther King, Jr. three times in his address, including at the very beginning and at the very end. He called King and former president John F. Kennedy two of his early heroes from childhood, at a time and place (Alabama, where Cook grew up) where those two were not held in high regard by most of the people around him.
The ceremony took place on the National Mall in Washington, D.C., not far from the base of the Washington Monument, which was visible directly behind the stage. The university said that it expected a crowd of 25,000, including about 6,000 graduates of the university.
“It was here that Dr. Martin Luther King challenged Americans to make real the promise of democracy,” Cook began. “It was here that President Ronald Reagan called on us to believe in ourselves, and to believe in our capacity to perform great deeds.”
Cook told an anecdote of how he first visited Washington in 1977, when he was sixteen, after winning an essay contest. Before traveling to the nation’s capital, he and other Alabama students visited Montgomery, where they met with then-governor George C. Wallace — who had opposed desegregation in the 1960s.
“Meeting my governor was not an honor for me,” Cook said. “Shaking his hand felt like a betrayal of my own beliefs. It felt wrong, like I was selling a piece of my soul.”
In Washington, he said, he got to meet President Jimmy Carter, and he contrasted Carter and Wallace: both from the South, both governors or former governors, but very different in their values.
“Carter was kind and compassionate. He held the most powerful job in the world, and had not sacrificed any of his humanity,” Cook said.
Between Wallace and Carter, Cook said, “It was clear to me that one was right and one was wrong.”
Cook went on to say that it is important to remain true to your values.
“It’s about finding your values, and committing to them. It’s about finding your North Star. It’s about making choices. Some are easy. Some are hard. And some will make you question everything.”
Twenty years after his trip to Washington, Cook said, “I met someone who made me question everything. … That was Steve Jobs.”
It was 1998. Jobs had founded Apple, been forced out, and had recently returned “to find it in ruins,” as Cook put it.
“He didn’t know it at the time, but he was about to dedicate the rest of his life to rescuing it and to leading it to heights greater than anyone could imagine.
“His vision for Apple was for a company that could turn powerful technology into tools that were easy to use. Tools that could help people realize their dreams and change the world for the better.”
At the time, Cook said he had retained his values, but kept them out of the work sphere. “I felt work was work,” Cook said, and it was important to be professional and valueless in work. That left him feeling “adrift and rudderless,” like Apple, Cook said.
“Steve didn’t see it that way. Steve was an idealist. He convinced me that if we worked hard and made good products, we too could change the world.
“I took the job, and it changed my life,” Cook said. “It has been 17 years, and I have never once looked back.”
He continued by saying how Apple retains an optimism that its products can improve the world.
“At Apple, we believe that work is not about improving your own self. It’s about improving others’ lives as well.”
For example, he said, the company’s technologies can help blind people read. It can help people who live in remote areas stay connected. And, with an indirect reference to many recent videos of police brutality, Cook talked about smartphones’ roles in social justice:
“People who witness injustice and want to expose it — and now they can, because they have a camera in their pocket all the time.”
Cook continued:
We believe that a company that has values and acts on them can really change the world. And an individual can too. That can be you. That must be you.
Graduates, your values matter. They are your North Star. Otherwise it’s just a job — and life is too short for that.
You don’t have to choose between doing good and doing well. It’s a false choice, today more than ever. Your challenge is to find work that pays the rent, puts food on the table, and lets you do what is right and good and just.
Find your North Star. Let it guide you in life and work and in your life’s work.
Now I suspect some of you aren’t buying this. I won’t take it personally. It’s not surprising that people are skeptical, especially here in Washington. … A healthy amount of skepticism is fine, but too often in this town it turns to cynicism. …
Maybe that’s just the world that we live in. But graduates, this is your world to change.
Before closing, Cook took a moment to point out some of the values of Apple and of Silicon Valley. (He did, however, note that he is a “proud son of the South” and that he will always love the South.)
In Silicon Valley, he said, people believe that any problem can be solved, no matter how difficult. There is “a very sincere sort of optimism.”
This extends to Apple, as well, Cook said.
“A friend of mine at Apple likes to say that the best way to solve a problem is to walk into a room full of Apple engineers and proclaim ‘This is impossible.’ I can tell you, they will not accept that — and neither should you.
“Great progress is possible, whatever line of work you choose. There will always be cynics and critics on the sidelines, tearing people down. And just as harmful are those people with good intentions who make no contribution at all.”
Cook cited King’s “Letter From a Birmingham Jail,” which referred to the “appalling silence of the good people,” and urged people to get off the “sidelines” and into active work pursuing justice, health, and more.
The sidelines are not where you want to live your life. The world needs you in the arena. There are problems that need to be solved. Injustices that need to be ended. People that are still being persecuted. Diseases still in need of cure.
No matter what you do next, the world needs your energy, your passion, your impatience for progress.
Don’t shrink from risk. And tune out those cynics and critics. History rarely yields to one person — but think, and never forget, what happens when it does.
That can be you. That should be you. That must be you.
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