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I hate it when people call themselves "entrepreneurs"
我討厭一種人，他們把自己稱為“企業家”，
when what they're really trying to do is launch a startup and then sell or go public, so they can cash in and move on.
實際上真正想做的卻是創建一家企業，然后把它賣掉或上市，他們就可以變現，一走了之。
They're unwilling to do the work it takes to build a real company, which is the hardest work in business.
他們不愿意去做那些打造一家真正的公司所需要做的工作，也是商業領域里最艱難的工作。
That's how you really make a contribution and add to the legacy of those who went before.
然而只有那樣你才真正有所貢獻，為前人留下的遺產添磚加瓦。
You build a company that will still stand for something a generation or two from now.
你要打造一家再過一兩代人仍然屹立不倒的公司。
That's what Walt Disney did, and Hewlett and Packard, and the people who built Intel.
那就是沃爾特·迪士尼，還有休利特和帕卡德，還有創建英特爾的人所做的。
They created a company to last, not just to make money. That's what I want Apple to be.
他們創造了傳世的公司，而不僅僅是為了賺錢。這正是我對蘋果的期望。
I don't think I run roughshod over people, but if something sucks, I tell people to their face.
我不認為我對別人很殘暴，但如果誰把什么事搞砸了，我會當面跟他說。
It's my job to be honest. I know what I'm talking about, and I usually turn out to be right. That's the culture I tried to create.
誠實是我的責任。我知道我在說什么，而且事實總是證明我是對的。那是我試圖創建的文化。
We are brutally honest with each other, and anyone can tell me they think I am full of shit and I can tell them the same.
我們相互間誠實到殘酷的地步，任何人都可以告訴我，他們認為我就是一堆狗屎，我也可以這樣說他們。
And we've had some rip-roaring arguments, where we are yelling at each other, and it's some of the best times I've ever had.
我們有過一些激烈的爭吵，互相吼叫，那是我最美好的記憶。
I feel totally comfortable saying "Ron, that store looks like shit" in front of everyone else.
我在大庭廣眾之下說“羅恩，那個商店看起來像坨屎”的時候，沒什么不良感覺。
Or I might say "God, we really fucked up the engineering on this" in front of the person that's responsible.
或者我會說“上帝，我們真他媽把這個工藝搞砸了”，就當著負責人的面。
That's the ante for being in the room: You've got to beable to be super honest.
這就是我們的規矩：你就得超級誠實。
Maybe there's a better way, a gentlemen's club where we all wear ties and speak in this Brahmin language and velvet code-words,
也許有更好的方式，像個紳士俱樂部一樣，大家都戴著領帶說著上等人的婆羅門語和華麗詞匯，
but I don't know that way, because I am middle class from California.
但是我不了解那種方式，因為我是來自加利福尼亞的中產階級。
