第一篇：哈佛經典案例-Apple：回春妙手喬布斯

Apple：回春妙手喬布斯

史蒂夫·喬布斯（Steve Jobs）堪稱是一位傳奇式人物。1976年剛21歲的他看準了沃茲尼阿克發(fā)明的個人機會改變整個世界，鼓勵他將其變成產品。他們兩人變賣掉值錢的東西湊齊1300美元，于1976年創(chuàng)建蘋果（Apple）計算機公司，并接連推出Apple Ⅰ、Apple Ⅱ個人機，后者大獲成功。1977年推出后，三年內銷售額超過1億美元，不僅使個人機站穩(wěn)了腳跟、掀起了數(shù)字化浪潮，而且也使蘋果股票于1980年公開上市，蘋果的股票當天便從22美元升到29美元，公司市值達12億美元，喬布斯個人財富達4億美元，成為白手起家的年輕億萬富翁。

喬布斯并不滿足，立志要開發(fā)更容易使用的電腦，把當時施樂公司的新技術都用上去。1984年這樣的電腦面世了，它便是世界上第一種多媒體電腦Macintosh（麥金托什）。使用它的用戶不必逐個打字，只需通過圖標、窗口、菜單、鼠標就可以進行操作，這是電腦發(fā)展史上革命性突破。

電腦界有一條法則：電腦易用性能是研究開發(fā)費用的平方根。如果Macintosh比AppleⅡ好10倍，其開發(fā)費用將是它的100倍。實際上，AppleⅡ開發(fā)花了50萬美元，而Macintosh花了8000萬美元，大大超出了預算。加上Macintosh過于超前，配套軟件跟不上，市場并不理想，使公司赤字達到無法忍受的地步。喬布斯的固執(zhí)態(tài)度也引起人們不滿。1985年他被解除了總裁職務，最后離開了蘋果公司。

1955年生于硅谷的喬布斯，父母是典型的藍領工人，并沒有優(yōu)越的環(huán)境。1972年他到位于波特蘭大的里德學院上大學，在那里開始探索印度佛教，從學生宗教領袖那里學會了如何做推銷。1974他到印度朝圣，漫游后反而有了新的認識，認為愛迪生對世界的貢獻比佛教大師要大得多。于是他回到硅谷參加了沃茲尼阿克創(chuàng)立的自制電腦俱樂部，才有了個人機的面世。

從蘋果公司被擠出后他感到失落，但不久就振作起來。他雖然不是技術人員，但卻是獨具慧眼善于開拓新產品的奇才。1985年9月他賣掉所有蘋果股票重新創(chuàng)業(yè)，但仍保留有一股以便獲得年度財務報告，并用以寄托他對蘋果的深情。

喬布斯新建了Next公司，準備開發(fā)新一代電腦，同時買下影視動畫公司Pixar。Next電腦雖然用了許多新技術，但并沒有贏得市場，卻是他對Pixar傾注的10年心血，結出了大碩果。

1995年Pixar和迪斯尼合作的動畫片《玩具總動員》在全球上映取得轟動效果，票房收入達4億美元。這是第一部全部用電腦制作的動畫片，片長不過83分鐘，卻

累計花費了80萬機時的勞力。Pixar也因動畫片的成功得以公開上市，喬布斯擁有的股票價值超過了5億美元。蘋果為了要使用Next的新技術，于1996年底用4億美元收購了Next。

包括多媒體在內的許多新技術都是蘋果率先采用的，但經營不得法，并沒有獲得應有市場。反而因成本太高造成虧損。1997年7月因連續(xù)5個季度虧損，最高執(zhí)行官阿默利歐只好辭職，當時蘋果已接近破產邊緣，人們又想起了喬布斯，于是在緊急關頭他又被聘任為臨時總裁兼最高執(zhí)行長官。

喬布斯回到蘋果后，首先要做的事便是縮短戰(zhàn)線，把正在開發(fā)的15種產品縮減到4種，而且裁掉一部分人員，節(jié)省了營運費用。

其次，發(fā)揚蘋果的特色。蘋果素以消費市場作為目標，所以他要使蘋果成為電腦界的索尼。上任伊始便著手開發(fā)iMac，Mac是麥金托什的簡稱，i表示適于聯(lián)接在因特網上使用，它非常適合家庭的使用。

第三，便是開拓銷售渠道，讓CompUSA成為蘋果在美國全國的專賣商，使Mac機銷量大增。

第四，調整結盟力量。同宿敵微軟和解，取得微軟對它的1.5億美元投資，并繼續(xù)為蘋果機器開發(fā)軟件。同時收回了對兼容廠家的技術使用許可，使它們不能再靠蘋果的技術賺錢。

1998年上半年iMac面世取得成功，蘋果扭虧為盈?，F(xiàn)在人們談論的是恢復青春活力后的蘋果將會怎樣推動電腦事業(yè)的發(fā)展，而不是蘋果行將破產。使蘋果起死回生的正是剛43歲的喬布斯。

人們認為喬布斯具有技術、管理和文化的三張面孔。在技術方面，他是使電腦成為消費產品的倡導者；在管理方面，他是善于隨機應變的企業(yè)家；在文化方面，他是電腦文化的革命家。

1985年他被里根總統(tǒng)授予國家科技勛章，1987年獲杰弗遜杰出公共服務獎。蓋茨對他的評論是：“我不過是喬布斯第二，在我之前，蘋果電腦的飛速發(fā)展給人以太深的印象?！备痿敺蛞恢辟澷p喬布斯，他說：“史蒂夫將永遠是史蒂夫（指始終充滿活力），惟一可能的變化，是他將會不斷失去更多的頭發(fā)?！?/p>

第二篇：喬布斯_哈佛演講

蘋果總裁喬布斯在斯坦福大學畢業(yè)典禮上的演講

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，有榮幸來到各位從世界上最好的學校之一畢業(yè)的畢業(yè)典禮上。我從來沒從大學畢業(yè)。說實話，這是我離大學畢業(yè)最近的一刻。今天，我只說三個故事，不談大道理，三個故事就好。

The first story is about connecting the dots.第一個故事，是關于人生中的點點滴滴怎么串連在一起。

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? 我在里德學院待了六個月就辦休學了。到我退學前，一共休學了十八個月。那么，我為什么休學？

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.這得從我出生前講起。我的親生母親當時是個研究生，年輕未婚媽媽，她決定讓別人收養(yǎng)我。她強烈覺得應該讓有大學畢業(yè)的人收養(yǎng)我，所以我出生時，她就準備讓我被一對律師夫婦收養(yǎng)。但是這對夫妻到了最后一刻反悔了，他們想收養(yǎng)女孩。所以在等待收養(yǎng)名單上的一對夫妻，我的養(yǎng)父母，在一天半夜里接到一通電話，問他們“有一名意外出生的男孩，你們要認養(yǎng)他嗎？”而他們的回答是“當然要”。后來，我的生母發(fā)現(xiàn)，我現(xiàn)在的媽媽從來沒有大學畢業(yè)，我現(xiàn)在的爸爸則連高中畢業(yè)也沒有。她拒絕在認養(yǎng)文件上做最后簽字。直到幾個月后，我的養(yǎng)父母同意將來一定會讓我上大學，她才軟化態(tài)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，我上大學了。但是當時我無知選了一所學費幾乎跟史丹佛一樣貴的大學，我那工人階級的父母所有積蓄都花在我的學費上。六個月后，我看不出念這個書的價值何在。那時候，我不知道這輩子要干什么，也不知道念大學能對我有什么幫助，而且我為了念這個書，花光了我父母這輩子的所有積蓄，所以我決定休學，相信船到橋頭自然直。當時這個決定看來相當可怕，可是現(xiàn)在看來，那是我這輩子做過最好的決定之一。當我休學之后，我再也不用上我沒興趣的必修課，把時間拿去聽那些我有興趣的課。

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: 這一點也不浪漫。我沒有宿舍，所以我睡在友人家里的地板上，靠著回收可樂空罐的五先令退費買吃的，每個星期天晚上得走七哩的路繞過大半個鎮(zhèn)去印度教的 Hare Krishna神廟吃頓好料。我喜歡Hare Krishna神廟的好料。追尋我的好奇與直覺，我所駐足的大部分事物，后來看來都成了無價之寶。舉例來說：

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.當時里德學院有著大概是全國最好的書法指導。在整個校園內的每一張海報上，每個抽屜的標簽上，都是美麗的手寫字。因為我休學了，可以不照正常選課程序來，所以我跑去學書法。我學了serif與san serif字體，學到在不同字母組合間變更字間距，學到活版印刷偉大的地方。書法的美好、歷史感與藝術感是科學所無法捕捉的，我覺得那很迷人。

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.我沒預期過學的這些東西能在我生活中起些什么實際作用，不過十年后，當我在設計第一臺麥金塔時，我想起了當時所學的東西，所以把這些東西都設計進了麥金塔里，這是第一臺能印刷出漂亮東西的電腦。如果我沒沉溺于那樣一門課里，麥金塔可能就不會有多重字體跟變間距字體了。又因為Windows抄襲了麥金塔的使用方式，如果當年我沒這樣做，大概世界上所有的個人電腦都不會有這些東西，印不出現(xiàn)在我們看到的漂亮的字來了。當然，當我還在大學里時，不可能把這些點點滴滴預先串在一起，但是這在十年后回顧，就顯得非常清楚。

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.我再說一次，你不能預先把點點滴滴串在一起；唯有未來回顧時，你才會明白那些點點滴滴是如何串在一起的。所以你得相信，你現(xiàn)在所體會的東西，將來多少會連接在一塊。你得信任某個東西，直覺也好，命運也好，生命也好，或者業(yè)力。這種作法從來沒讓我失望，也讓我的人生整個不同起來。

My second story is about love and loss.我的第二個故事，有關愛與失去。

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.我好運－年輕時就發(fā)現(xiàn)自己愛做什么事。我二十歲時，跟Steve Wozniak在我爸媽的車庫里開始了蘋果電腦的事業(yè)。我們拼命工作，蘋果電腦在十年間從一間車庫里的兩個小夥子擴展成了一家員工超過四千人、市價二十億美金的公司，在那之前一年推出了我們最棒的作品－麥金塔，而我才剛邁入人生的第三十個年頭，然后被炒魷魚。要怎么讓自己創(chuàng)辦的公司炒自己魷魚？好吧，當蘋果電腦成長后，我請了一個我以為他在經營公司上很有才干的家伙來，他在頭幾年也確實干得不錯。可是我們對未來的愿景不同，最后只好分道揚鑣，董事會站在他那邊，炒了我魷魚，公開把我請了出去。曾經是我整個成年生活重心的東西不見了，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決定時，所用過最重要的工具。因為幾乎每件事－所有外界期望、所有名譽、所有對困窘或失敗的恐懼－在面對死亡時，都消失了，只有最重要的東西才會留下。提醒自己快死了，是我所知避免掉入自己有東西要失去了的陷阱里最好的方法。人生不帶來，死不帶去，沒什么道理不順心而為。

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，我被診斷出癌癥。我在早上七點半作斷層掃描，在胰臟清楚出現(xiàn)一個腫瘤，我連胰臟是什么都不知道。醫(yī)生告訴我，那幾乎可以確定是一種不治之癥，我大概活不到三到六個月了。醫(yī)生建議我回家，好好跟親人們聚一聚，這是醫(yī)生對臨終病人的標準建議。那代表你得試著在幾個月內把你將來十年想跟小孩講的話講完。那代表你得把每件事情搞定，家人才會盡量輕松。那代表你得跟人說再見了。

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.我整天想著那個診斷結果，那天晚上做了一次切片，從喉嚨伸入一個內視鏡，從胃進腸子，插了根針進胰臟，取了一些腫瘤細胞出來。我打了鎮(zhèn)靜劑，不醒人事，但是我老婆在場。她后來跟我說，當醫(yī)生們用顯微鏡看過那些細胞后，他們都哭了，因為那是非常少見的一種胰臟癌，可以用手術治好。所以我接受了手術，康復了。

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: 這是我最接近死亡的時候，我希望那會繼續(xù)是未來幾十年內最接近的一次。經歷此事后，我可以比之前死亡只是抽象概念時要更肯定告訴你們下面這些：

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.沒有人想死。即使那些想上天堂的人，也想活著上天堂。但是死亡是我們共有的目的地，沒有人逃得過。這是注定的，因為死亡簡直就是生命中最棒的發(fā)明，是生命變化的媒介，送走老人們，給新生代留下空間?，F(xiàn)在你們是新生代，但是不久的將來，你們也會逐漸變老，被送出人生的舞臺。抱歉講得這么戲劇化，但是這是真的。

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.你們的時間有限，所以不要浪費時間活在別人的生活里。不要被信條所惑－盲從信條就是活在別人思考結果里。不要讓別人的意見淹沒了你內在的心聲。最重要的，擁有跟隨內心與直覺的勇氣，你的內心與直覺多少已經知道你真正想要成為什么樣的人。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.在我年輕時，有本神奇的雜志叫做 Whole Earth Catalog，當年我們很迷這本雜志。那是一位住在離這不遠的Menlo Park的Stewart Brand發(fā)行的，他把雜志辦得很有詩意。那是1960年代末期，個人電腦跟桌上出版還沒發(fā)明，所有內容都是打字機、剪刀跟拍立得相機做出來的。雜志內容有點像印在紙上的Google，在Google出現(xiàn)之前35年就有了：理想化，充滿新奇工具與神奇的注記。

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跟他的出版團隊出了好幾期Whole Earth Catalog，然后出了?？?。當時是1970年代中期，我正是你們現(xiàn)在這個年齡的時候。在?？柕姆獾祝袕堅绯苦l(xiāng)間小路的照片，那種你去爬山時會經過的鄉(xiāng)間小路。在照片下有行小字：求知若饑，虛心若愚。那是他們親筆寫下的告別訊息，我總是以此自許。當你們畢業(yè)，展開新生活，我也以此期許你們。

Stay Hungry.Stay Foolish.求知若饑，虛心若愚。

Thank you all very much.非常感謝大家。

第三篇：喬布斯哈佛演講稿(英中)

喬布斯哈佛演講稿(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校長，Rudenstine前校長，即將上任的Faust校長，哈佛集團的各位成員，監(jiān)管理事會的各位理事，各位老師，各位家長，各位同學：

Ive been waiting more than 30 years to say this: “Dad, I always told you Id come back and get my degree.” 有一句話我等了三十年，現(xiàn)在終于可以說了：“老爸，我總是跟你說，我會回來拿到我的學位的!”

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.我要感謝哈佛大學在這個時候給我這個榮譽。明年，我就要換工作了(注：指從微軟公司退休)......我終于可以在簡歷上寫我有一個大學學位，這真是不錯埃

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.我為今天在座的各位同學感到高興，你們拿到學位可比我簡單多了。哈佛的校報稱我是“哈佛大學歷史上最成功的輟學生”。我想這大概使我有資格代表我這一類學生發(fā)言......在所有的失敗者里，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，我還要提醒大家，我使得Steve Ballmer(注：微軟總經理)也從哈佛商學院退學了。因此，我是個有著惡劣影響力的人。這就是為什么我被邀請來在你們的畢業(yè)典禮上演講。如果我在你們入學歡迎儀式上演講，那么能夠堅持到今天在這里畢業(yè)的人也許會少得多吧。

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.對我來說，哈佛的求學經歷是一段非凡的經歷。校園生活很有趣，我常去旁聽我沒選修的課。哈佛的課外生活也很棒，我在Radcliffe過著逍遙自在的日子。每天我的寢室里總有很多人一直待到半夜，討論著各種事情。因為每個人都知道我從不考慮第二天早起。這使得我變成了校園里那些不安分學生的頭頭，我們互相粘在一起，做出一種拒絕所有正常學生的姿態(tài)。

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是個過日子的好地方。那里的女生比男生多，而且大多數(shù)男生都是理工科的。這種狀況為我創(chuàng)造了最好的機會，如果你們明白我的意思。可惜的是，我正是在這里學到了人生中悲傷的一課：機會大，并不等于你就會成功。

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.我在哈佛最難忘的回憶之一，發(fā)生在1975年1月。那時，我從宿舍樓里給位于Albuquerque的一家公司打了一個電話，那家公司已經在著手制造世界上第一臺個人電腦。我提出想向他們出售軟件。

第四篇：哈佛案例教學

哈佛案例教學

哈佛案例教學方法解讀 史美蘭

哈佛案例教學與哈佛案例一樣經典。如何把哈佛的經典案例搬上課堂，案例教學的實施環(huán)節(jié)非常重要。哈佛案例教學的獨特的方式是什么？經過在哈佛的學習體會，我的解讀包括以下環(huán)節(jié)。

哈佛案例教學是區(qū)別與傳統(tǒng)的講授式教學的一種啟發(fā)式、討論式、互動式的新型的教學形式，它絕對不是簡單的舉例教學。案例教學是把現(xiàn)實中的問題帶到課堂，以一個案例為中心，圍繞一個教學目標，課前經過周密的策劃和準備，課程按照嚴格的教學環(huán)節(jié)展開，通過教學雙方的共同討論分析，達到提高學生分析問題和解決問題能力的目標。

自從把案例教學方式引入管理學科的教學之后，幾十年來，哈佛大學商學院和肯尼迪學院一直將案例教學作為主要的授課方式。為什么堅持案例教學，哈佛人有明確的認識。在哈佛，教學方式與教育的理念和培養(yǎng)目標是緊密相連的，教學方式是哈佛人實現(xiàn)培養(yǎng)目標的重要手段。

哈佛大學辦學的宗旨是 “讓所有的金子在這里都發(fā)光”。在這樣的辦學宗旨下，哈佛商學院的培養(yǎng)目標是：“培養(yǎng)有責任感、有道德的一流管理人才--公司經理式的通才”。肯尼迪學院的培養(yǎng)目標是：“為21世紀準備領導人?！奔热皇桥囵B(yǎng)未來政府和企業(yè)的領導人，因此培育學生的學習能力、創(chuàng)新能力和在不可預見的情況發(fā)生時的靈活處理能力至關重要。哈佛人認為，這種能力不可能通過傳統(tǒng)的“粉筆+講課”的教學方法獲得，他們認為，案例教學是培育學生團隊精神和磨練他們戰(zhàn)略決策能力的最好方法。

通過案例教學哈佛人要達到以下目標，1、培養(yǎng)解決問題的能力。案例教學的目的不是告訴大家問題的答案，而是告訴大家解決問題的各種可能性和方法。案例教學要求學員學會把已有的理論及知識與實際情況聯(lián)系起來，學會發(fā)現(xiàn)問題和利用已有的信息解決問題。2鍛煉決策的勇氣和信心。案例教學通過課堂的討論和分析，提高學員的思維和決策能力，鍛煉學員決策的勇氣和自信。學員要學會迅速、有效地進行獨立思考，果斷制定戰(zhàn)略，明確闡述自己的政策。

3、實現(xiàn)同學之間相互學習。案例教學最重要的是親身參與和分享經驗。案例教學30%的收獲來自教師，70%的收獲來自同學。案例教學是學員自己學習、相互學習和創(chuàng)造性學習。

4、極度開發(fā)學生的潛能。案例教學通過不斷對學生施加壓力的方法，最大限度地調動學生學習的主動性、創(chuàng)造性。在巨大的學習壓力和挑戰(zhàn)性下，極度開發(fā)學生的潛能。

為實現(xiàn)以上培養(yǎng)目標，哈佛案例教學經過幾十年的發(fā)展，逐步形成了程序清晰、環(huán)節(jié)嚴謹、過程規(guī)范經典的教學形式。哈佛案例教學包括以下五個階段。學員認真研讀案例

學生獨自研讀案例，是案例教學的基礎性環(huán)節(jié)。在上課之前，要將案例發(fā)給每一個學員，求學生認真讀案例，學生必須利用課余時間認真閱讀案例，回答案例后面的提問，準備好你自己的建議方案。學生閱讀案例分為三步，第一步：快速瀏覽整篇案例，熟悉案例的基本事實，記住一些主要問題。第二步：再次仔細閱讀案例，抓住主要問題進行分析，將可選擇的方案進行排序，形成自己的建議方案。第三步：對自己的方案進行評估，預期可能產生的后果。哈佛的案例長度不等，這樣的認真研讀一個案例，一般需要2-4小時。哈佛學生案例的閱讀量很大，一般的努力根本不可完成。在哈佛學習時，我們?yōu)橥瓿傻诙斓陌咐n，經常要閱讀到深夜。在周末的考察途中，同學們都在抓緊一切時間閱讀。如果不認真準備，在課堂上很可能要遭遇老師的“冷點名”。

“冷點名”（COLD CALL），是哈佛教師的法寶也是學生首先面對的壓力。教授會專找不愛發(fā)言的同學，“某某同學，請你講解一下今天的案例?！比绻銢]有認真準備，結果可想而知。課堂發(fā)言的成績占學習成績的約50%，哈佛每年有近15%的學生因成績不合格而不能畢業(yè)。在課堂上，你必須充滿自信的發(fā)言，你必須提出獨到的見解，你甚至要反駁老師的觀點，才會得到好的成績。這樣的課堂表現(xiàn)必須經過課前的認真準備，哈佛學生學習的主動性也因此培養(yǎng)而成。固定的小組討論

在學員獨自研讀的基礎上組織固定的小組討論，是案例教學的推進環(huán)節(jié)。無論是在商學院還是肯尼迪學院，在案例學習中都要求學員組成學習小組，共同討論分析案例。學習小組可以是住在附近的同學，便于就近討論；也可以是對一些共同問題感興趣的同學。小組討論主要是交流信息、交換看法、相互學習。由于案例中問題會涉及許多領域，學生的經歷與背景不同，會有不同的理解和認識，同學相互交流，達到相互幫助和相互學習的目的。在小組里你可以檢驗你對案例中問題的看法，發(fā)展你的策略。在小組中對一些問題形成初步的共識，有助于課堂討論的深入。

目前我國的案例教學較多采取的小組討論方式。往往是把學員分成若干小組，經過討論后，每個小組派一位同學代表小組發(fā)言，其余同學無事可作，然后教師總結，課程結束。但哈佛的小組討論并不是這種形式，小組的討論不能代替每位同學在課堂的發(fā)言。

哈佛的小組還可以完成其它的學習任務，如共同準備一次研討會，或共同完成一份報告等。哈佛教授認為，小組討論還可以舒緩學生學習的壓力。目前，小組的活動在肯尼迪學院和商學院都有所加強。課堂案例分析

課堂的案例討論和分析，是哈佛案例教學的中心環(huán)節(jié)，也是案例教學最精彩的階段。哈佛的案例分析是由師生在課堂上共同完成的。可以說，案例教學的課堂是教師激情飛揚的舞臺，也是學生接受挑戰(zhàn)和磨練意志力的戰(zhàn)場。哈佛的案例分析是這樣進行的：

第一步：教師提供案例分析的理論框架；為了幫助學生分析案例，哈佛的教師總結出一些實用的分析框架。我們在哈佛學習的三圈理論（價值、能力、支持），就是哈佛肯尼迪學院最著名的分析框架。除此之外，利益相關者分析、決策的成本和效益分析等，也是經常使用的分析工具。分析工具簡單直觀，便于理解也便于記憶，對案例分析非常實用。第二步：組織學員參與案例討論。課堂的有序組織是案例教學的關鍵環(huán)節(jié)。用熱情調動全班每一個人參與討論，是哈佛老師最大的特點。在調動學員參與課堂討論方面，哈佛的老師各有高招。讓我們記憶最深的是達奇.萊昂納德教授，他開始講課前總是對我們重復同一句話，“見到你們，我的心像雄鷹一樣在飛翔”，他還會用雙手做一個飛翔的動作。無限真誠、無限深情，讓我們久久不能忘懷。也有老師不停地走動在學生中間，時而回到講臺板書，時而回到同學中間提問，一節(jié)課下來，汗水會濕透老師的西裝，這樣高度的敬業(yè)精神，令我們感動。嚴格控制課堂討論的方向、進度和時間，是哈佛老師高超的技巧。教師一般不對學員的發(fā)言作對與錯評價，而是鼓勵發(fā)言觀點鮮明簡潔，對發(fā)言長篇大論的及時提醒，對發(fā)言偏離討論方向的馬上引導，對發(fā)言跟不上進度或超前的要立刻打住。對于學生的提問，哈佛老師采取了不直接回答學員的挑戰(zhàn)而是請其他同學來回答的技巧。這樣可以避免與學生正面沖突。

第三步：教師進行總結與點評。這是哈佛案例教學最精彩的部分。教師首先會對今天學生的討論進行點評，對有創(chuàng)建性的發(fā)言進行表揚，然后老師會對案例作總結。哈佛案例教學的總結，絕不僅僅限于案例的內容，一般提供高于案例內容的理論總結。這些理論一般是管理者和研究者收集、發(fā)現(xiàn)和歸納出的精華，它比課本上的理論更清晰、更具體、更便于學員在工作實踐中應用。課下理論知識的補充

案例教學并不是完美無缺的。自從案例教學被引入管理學的教學中，就一直受到批評。其中最大的問題是案例教學使學生的學習不系統(tǒng)。為彌補案例教學的不足，哈佛在案例課堂之外，設計了對學生理論于知識的補充環(huán)節(jié)，這使得案例教學的方式進一步得以完善。

首先，學員通過自學增加必要的知識，才能讀懂和理解案例的內容；其次，哈佛為學員指定導師，導師通過單獨輔導補充學員缺乏的知識；第三，學院通過大量學術講座充實學員的相關知識。豐富多彩的學術講座和名人講壇，是哈佛大學一道亮麗的風景線。哈佛有許多研究所和研究中心，如肯尼迪政治研究所、肯尼迪國家發(fā)展研究中心、亞洲研究中心、公共部門領導能力研究中心、費正清研究中心等。

這些機構每學期會組織大量的學術活動。這些活動大致可以氛圍三類，一是學術系統(tǒng)講座，如全球化系統(tǒng)講座；二是名人講壇，哈佛會請許多政界、商界和學界的名人到學校講座。如到訪美國的各國總統(tǒng)、大公司的CEO和著名學者，這樣的講壇一般聽眾很多，學生要通過網上報名和抽簽的方式獲得門票。三是學術研討會。各個研究機構會在各自的研究領域召開專業(yè)的研討會，學生可根據(jù)興趣參加。這些學術活動既充實了學生的相關知識，也活躍了學校的學術氣氛。

最受歡迎的案例分析方式

經過多年的總結，哈佛形成了較規(guī)范的案例分析步驟：

第一：介紹案例分析的理論框架；第二：討論問題產生的背景和環(huán)境；第三：分析與問題有關的相關條件和約束條件；第四：排列利益相關者的觀點、方案；第五：提出解決問題的方法、思路和可供選擇的方案；第六：對案例作“無結論、開放式”的總結。

什么樣的案例分析最受歡迎？我們的哈佛學習實踐證明，最受歡迎的案例分析方法是，不拘泥于程式化的案例分析，不限于表面問題進行提問，重點是對問題背后的觀點進行梳理，提供有意義的分析框架，概括出有普遍意義的觀點。好的案例教學的教師通常是先給一個有意義的分析構架，然后不把講課的重點放在案例細節(jié)的問答上，而是著力分析事實背后的問題及其含義，最后給出若干帶有普遍意義的論點。這樣的教師一般都有廣博的知識和極強的駕御課堂的能力，這樣的教師才是一個優(yōu)秀的案例教學的教師。

第五篇：喬布斯哈佛演講稿 Commencement address by Steve Jobs

Commencement address by Steve Jobs 喬布斯哈佛演講稿 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.