有些时候，不能单纯用智商或情商来作单一的衡量标准。有一种从人身上散发出来的东西叫“人格魅力”。
乔布斯也许智商不是绝顶，但他可是一位兼具智慧和魅力的创业者。在我们周围真实的生活中你亲身接触过几位“智慧远见”和“人格魅力”两者兼具的人呢？
我在广州某一线设计院作职业建筑师和后来在新东方作雅思老师时，认识的同事朋友领导中80%只是业务能力或者技术水平较高（在普通人里已经算是踏实而又有实力的了），但其实还远谈不上有智慧和有魅力。而乔布斯呢？抛开他的缺点不谈，他可是智慧与魅力的化身！两者兼具，并且极致。
前段时间我刚好读到了《the second coming of Steve Jobs》这本书，作者也对他这两方面的能力做了详细的论述。乔布斯的内心有两面，原著作者Alan称其为“Good Steve”和“Bad Steve”。
“Good Steve”的第一点体现在乔布斯非常有人格魅力。贯穿全书可以看到作者使用了N次“charm”和“charisma”这两个词来强调这点。一些乔布斯的朋友和同事甚至表示即使在工作中被其质问，刁难，责骂，依然不愿离开，这真是让人欲罢不能的魅力。
Heidi Roizen says “you’re never really ‘in’ with Steve. At any moment you can say something that he thinks is stupid and you’ll be relegated to bozo status.He believes everyone is expendable. But very few people write off Steve forever. He’s such an engaging person that no matter how much he steps on you, you’ll come back. He’s the most charismatic person I’ve ever met, and I’ve had the good fortune of knowing a number of famous people. He has it. I kind of feel the same way about Steve as I feel about chocolate. It’s bad for me but I really like it so I try to keep it out of the house. I love being around Steve because he’s the center of the universe—only it’s his universe.” 这段话我想简单意译一下: 乔布斯的老友Heidi认为你很难真正地和乔布斯心有灵犀。随时你都可能说出一些他觉得很傻逼的观点进而被他视作一傻逼。但无论他怎样蔑视你，你依然愿意呆在他身旁，而不是因此否定他。乔布斯是Heidi见过的众多大腕儿里最有魅力的一个，就像巧克力一样令人痴迷。他创造了属于自己的世界，并且吸引着众人前来。
提到这点让我想到锤子科技的老罗在一次访谈中开玩笑说：在创业过程中遇到困难的时候，总喜欢找好友唐岩（陌陌的老板，相信大家不会陌生吧）咨询。唐岩每次都会用一种让人感觉蔑视的语气说：“你这样或那样不就行了么……”。老罗每次都下定决心之后不再找唐岩咨询，但每次都特别犯贱地再一次去找唐岩。为啥呢？因为唐岩这小子说的方法有效啊！
乔布斯的魅力甚至让同事认为他的质问，刁难，甚至是责骂可以让人重塑自我。这看上去有点邪乎，但其实可以说是乔布斯有意或无意地运用了一些经典的心理学技巧在影响甚至控制他人的想法和行为。近年来在国外比较流行的NLP (Neuro-Linguistic Programming)就是研究和应用相关技巧。也许不少销售人员或者江湖术士都深谙此道。
“Steve tests you, challenges you, frightens you,” explains Todd Rulon-Miller, who worked closely with Steve for six years. “He uses this as a tactic to get to the truth. Behind the profanity, it’s his way of asking: ’Do you believe what you’re saying?’ If you wither or blather, you’re lost. I thought those were character-building moments for me.” 不仅是乔布斯周围的朋友，整个西方媒体界都承认其无与伦比的个人魅力。在把乔布斯和比尔盖茨进行对比时，他们倾向认为比尔盖茨更像是一个生意人，而乔布斯更像一个有远见有追求的弄潮儿。尽管比尔盖茨不同意这点，但他确实羡慕乔布斯像电影明星一样的魅力。
The media portrayed Steve as the visionary and Bill as the businessman……The media recognized Bill for his tough deal making skills, the way that he had gotten the better of IBM in the deal of the century, but Steve was just as fierce and unyielding a negotiator. Bill envied Steve’s movie-star charisma, his ability to captivate an audience of a thousand people, and Steve watched along with the rest of the world as Bill became the richest person on earth. 当然，乔布斯的魔力也迷倒了无数姑娘，但有时也有例外。
Ann was taken aback. Why did he feel compelled to tell this to her? She wasn’t susceptible to his famous charisma. When they sat next to each other at dinner, she felt that he was trying to assert some kind of moral superiority by flaunting his vegetarianism.
Steve’s business partner Ross Perot strongly urged him to marry Tina. Steve was thirty-four, and had been in a relationship with Tina on and off for four years. He hinted to his colleagues that he might propose to her. In June 1989, Steve talked with Heidi Roizen, who told him about her fiancé David, a dashingly handsome surgeon. “Maybe the next time I see you, we’ll both be married,” Steve said. His remark turned out to be only half true. He asked Tina to marry him, and she said no. “Good Steve”的第二大优点则是智慧和远见。能结合人格魅力和智慧远见为一体的商业大亨其实并没有那么多。比如前文提到过的比尔盖茨就被媒体认为缺乏魅力，而某些企业高管可能魅力十足但却被吐槽缺乏真知灼见。前华尔街金融人士Nassim Taleb就在《The Black Swan》一书中挪揄这些精英们：
Being an executive does not require very developed frontal lobes, but rather a combination of charisma, a capacity to sustain boredom, and the ability to shallowly perform on harrying schedules. Add to these tasks the “duty” of attending opera performances. （作者不说being an executive does not have to be smart, 而是说不需要发达的脑前额叶，这还真戏谑） 横向比较，更加凸显出了乔布斯的与众不同。魅力是务虚，智慧是务实，他两者兼具。
举个例子。当Pixar和Disney合作的动画电影《玩具总动员》上映后，作为Pixar老板的乔布斯决定把Pixar推向市场，首次公开募股（IPO）。但几乎所有人都觉得这不是一个合适的时机，因为Pixar近十来年一直处于亏损欠债的状况，不符合华尔基精英的投资标准。但乔布斯力排众议的结果最终大家也都看到了，Pixar的股价飙升，转亏为盈，甚至成为乔布斯和公司核心成员未来多年的财富支柱。
Steve’s second stunning contribution to Pixar was the decision to take the company public when all the lawyers and bankers said it wouldn’t work. His audacity paid off magnificently. “Good Steve”还有一个特点就是“chutzpah”。这是作者用的原词，在书中反复出现了大概7次。简单说就是“不要脸”，“脸皮厚”。但在英文的语境中这个词是一个褒义词。
黄色标记部分写的很清楚，表褒义，虽然有点厚颜无耻，但这种极端的自信让人觉得钦慕。
乔布斯的这种“厚脸皮”不分人也不分场合。比如曾经让比尔盖茨都为之震惊。即使知道乔布斯所言非有误，偏离事实，但也在劫难逃，被他这种厚颜无耻的“自信”所折服。
Bill shook his head in amazement. Steve’s tone made it sound as though Bill had 50 percent and Steve had 50 percent and combined that made 100 percent. The reality was that Bill had 97 percent and Steve had only 3 percent. Bill was the one who controlled the industry by himself. But Steve could stare at him and talk as though they were equals! The absolutely incredible chutzpah!
After the meeting, Bill talked privately with Heidi, who was his old friend. Bill was in awe of Steve’s magnetism and the effect that it had even on him. 另外一个例子是乔布斯想要老东家Apple高价收购自己创业失败的公司Next, 但是又不愿意同意Apple的附加条件。在和Apple老板Christopher Escher会谈时，事实上乔布斯是毫无讨价还价的余地，却不断疯狂的自我吹嘘和表演，厚脸皮的程度让Christopher Escher感叹万千。
Christopher Escher sat at the table, incredulous. Steve was laying on “a thick line of bullshit,” he thought. “His chutzpah was incredible.” But it was working. Steve seemed as though he were willing to walk away from it all. That was his brilliance as a negotiator. “Good Steve”的第四点则是他精益求精的工匠精神。他甚至连电脑内部的排线都要求美观有序，这种对工艺的苛求基本领先了同时代其它企业数十年。因此乔布斯被大家认为是完美主义的代表,甚至体现在他对饮食的要求。
His obsessiveness was one of the reasons for his success, but it carried the potential for his self-destruction as well. His impulse for perfectionism was there even as a teenager. While they were at Reed College together, Elizabeth Holmes was deeply concerned that Steve suffered from eating disorders. “His attitude was, What I eat has to be perfect, who I am has to be perfect.” 乔布斯的态度是：爷我必须是完美的。
可没人是完美的，乔布斯亦不例外……
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