苹果CEO：宁做拼搏的失败者，不做安于现状的平凡人

　　看点北京时间5月14日，苹果公司CEO蒂姆·库克(Tim Cook)回到了母校杜克大学，对2018届毕业生发表了毕业演讲。库克在演讲中谈到了许多话题，包括气候变化、苹果使用可再生能源，并明确号召毕业生们要让世界变得更美好。尽管并不是故意重提苹果在上世纪90年代末的广告口号，但是库克依旧呼吁毕业生们要“不同凡想”(think different)，不要只是安于现状。

　　演讲丨蒂姆·库克 编辑丨李臻

　　图2：库克在30年前毕业时的照片

　　“不要只是被动接受你所传承的世界，不要只是安于现状，”库克称，“除非人们敢于尝试不同的东西，敢于不同凡想，这样才能解决重大挑战，取得持续进步。”

　　和库克的大多数演讲一样，他再次提到了苹果创始人史蒂夫·乔布斯(Steve Jobs)，并对乔布斯设定的愿景表示了感谢。

　　图3：库克与杜克大学毕业生

　　“我有幸能够从一个人身上学习到这一点，这个人对不同凡想的理念深信不疑。他知道改变世界要从追求一个愿景开始，而不是按部就班，”库克回忆称，“他就是我的良师益友乔布斯。乔布斯的愿景就是，奇思妙想源于对不安于现状的拒绝。”

　　“我们扪心自问的不是我们能做什么，而是应该做什么，因为乔布斯教会了我们如何改变。从他身上我学会了永远不要满足现状，”库克称，“我相信这一思维是年轻人天生具备的，你们绝不应该丢掉它。”

　　Hi，蓝魔们（杜克大学别名），我很高兴回到这里。

　　很荣幸能够站在大家的面前，你们都是毕业典礼的主角，也是杜克大学最新的毕业生。

　　我在1988年获得了福库商学院的学位。在准备这次演讲的时候，我与当时最喜欢的一位教授取得了联系。他的名字叫做鲍勃·雷宁海默（Bob Reinheimer），负责“管理交流”课程的教学，这门课程可以提高你的演讲技巧。

　　我们已经有几十年没有联系过了，所以当他告诉我可以在母校演讲之后，我很激动。他说他想起了一位在上世纪80年代教过的学生，不仅极具演讲天赋，而且还有聪明的头脑和迷人的个性。

　　他说当时他就知道，这个人注定不平凡。

　　你能想象听到这些赞美后我是什么感觉，雷宁海默对人才一向有着敏锐的嗅觉，如果非要我评价的话，我觉得他的看法都是正确的。

　　梅琳达·盖茨（Melinda Gates，比尔盖茨夫人）之前也来过这里演讲，我很感激鲍勃、迪安·博尔丁（Dean Boulding）和所有教过我的杜克大学教授。在我的职业生涯中，他们的谆谆教导一直陪伴着我。

　　我还要感谢普莱斯（Price）主席、杜克大学的教职人员以及其他董事会成员，感谢他们愿意与大家交流，我也想感谢在座所有获得学位的人。

　　最重要的是，祝贺大家成为2018届杜克大学毕业生！

　　没有人能只靠自己取得成绩，因此我还要替大家感谢你们的父母、祖父母和为你们加油的朋友，就像他们每天陪伴你们一样，让我们向他们表示感谢。

　　今天让我想起了我的母亲，她看着我从杜克大学毕业。如果没有她的支持，我当年不会站在这里，今天更不会站在这里。

　　今天是母亲节，在这里我们要特别感谢所有的母亲。

　　在这里我保存了美好的回忆，和一些今天依然还是朋友的人不仅在一起学习，还为每一次胜利欢呼。

　　当我们深情的回顾这几年，你会发现现在到了告别过去的时光、继续向前看的时候了。从今天开始行动，生活由你们自己掌控。

　　你们活在一个充满挑战的时代与世界。

　　我们的国家现在存在严重的分歧，太多的美国人拒绝听取任何与自己不同的意见。

　　我们的星球正在变暖，未来会有毁灭性的后果，但有人却否认这样的现实。

　　我们的学校和社区都在遭受着严重的不平等待遇，不能保证每个学生都能接受良好的教育。

　　但面对这些问题，我们并非无能为力，可以通过自己的努力去纠正它。

　　没有哪一代人比你们拥有更强大的力量，没有哪一代人比你们能够更快的做出改变。我们现在实现目标的速度已经大幅缩短，在科技的帮助下，每个人都可以通过工具、潜能和自己的能力建设一个更美好的世界。

　　这是有史以来最好的时代，无论你选择如何对待自己的生活，也无论你将自己的激情燃烧在哪里。

　　我希望大家能好好利用自己的力量，这个世界远远要比你想象得更美好。

　　其实我也并非总是能够清晰的看清自己，但我明白，人生最大的挑战就是拥有知道何时打破传统的智慧与勇气。

　　不要只是一昧的接受今天你所生活的世界，不要安于现状。

　　没有无法突破的挑战、没有永远不会进步的人，大家要敢于尝试不同的东西，要敢于“Think Different”。

　　我很幸运，能够从一位坚信这条理念的人那里学习很多东西。他之所以能够改变世界，就是因为他坚信要追随自己的理想，不能循规蹈矩。他就是我的朋友和导师，史蒂夫–乔布斯。

　　史蒂夫认为，伟大的思想来自于不安分的内心以及拒绝接受现有的规章制度。这些原则在今天依然指引着苹果的发展方向。

　　我们坚决反对全球变暖，这就是为什么我们要用百分之百的可再生资源来维持苹果的运营。

　　我们拒绝以技术为借口，剥夺用户的隐私权。因此苹果选择了一条不同的道路：尽可能不去收集用户数据，我们非常尊重用户的权力和思想，因此我们知道这一切都属于用户。

　　在每一个方面、每一个转折点，我们要问自己的问题不是“我能做什么”，而是“我应该做什么”。

　　因为史蒂夫告诉我们，这就是改变的力量，从他身上我学会了永远不要安于现状。

　　我相信这种心态对年轻人来说是顺其自然的事情，你们不要放弃这种年轻人的特质。

　　所以今天的仪式不仅仅是授予大家学位，而是向大家提出了一个问题。

　　你们会如何挑战现状？如何推动世界的发展？

　　50年前的今天，1968年5月13日，罗伯特·肯尼迪（Robert Kennedy）在内斯加州参加竞选，同样与一群备受困扰的学生们进行了交谈。

　　这是非常困难的时期，当时美国在越南处于战争状态，在美国国内的城市里也爆发了暴力和骚乱。一个月之前，马丁·路德金（Martin Luther King）博士被害，这个国家蹒跚前行。

　　肯尼迪向学生们发起了行动的号召，当你们看到这个国家里许多人被贫困和歧视深深困扰、看到他们遭遇不公平和不公正的对待时，你应该是最后一个放弃的人。

　　肯尼迪的话在今天依然还萦绕在我们的脑海中。

　　无论你选择什么道路，医学、商业、工程、人文学科，无论什么都会激发你的热情。即使这个世界无法改变，你也应该是最后一个放弃努力的人。

　　杜克大学的毕业生们，除了最后一个放弃努力之外，还应该是第一个改变它的人。

　　你们所接受的都是世界一流的教育，你应该为之努力奋斗，因为并不是所有人都有这样的机会。

　　你们有这样的资格，因此也要承担这样的责任，来更好的努力 。这并不容易，还需要很大的勇气。

　　但这种勇气不仅能帮助你们拥有更充实的生活，而且还能改变别人的生活。

　　因为要深信你所坚持的都是正义的事业。

　　因为大家知道，即使面对所有逆境，都应该不懈努力为下一代创造更好的东西。

　　我们可以从别人的例子中学到什么，如果你们希望改变世界，那么就要有无畏的精神。

　　现在，也许身处毕业典礼的你们正在考虑自己将来的工作、不知道未来会住在哪里、还在为如何偿还学生贷款发愁。我知道这些都是应该担忧的事情，但不要让这些阻碍妨碍你做出改变。

　　无畏意味着勇敢迈出第一步，即使你不知道它会将你带往何处。也许驱使你的是更崇高的目标、也许是周围人的目光。当你独自一人的时候，才会看到自己真正的问题，而不是与大家站在一起的时候。

　　如果勇敢站起来，就不要担心失败。要勇于与别人交流，不要害怕被拒绝。如果你内心深处拥有善良与正直，那么就算暂时没有人了解你、就算现在你无关紧要，相信我，属于你的时代早晚都会到来。

　　更重要的是，当你的时代来临时，就能找到解决问题的方法。在一次又一次的尝试中，正是无所畏惧的精神激励着我们。

　　就像佛罗里达州帕克兰学校的学生们一样，他们不惧怕枪支暴力带来的威胁，并没有保持沉默，而是为了目标团结了数百万人。

　　还有那些勇于站出来对性骚扰“说不”的女性，她们的光辉照耀到了最黑暗的地方，让我们朝着更加公正和公平的未来前进。

　　像那些为了争取自己移民权力而斗争的人一样，他们明白只要有所贡献，就能构建一个美好的未来。

　　要成为最后一个放弃的人，也要成为第一个为更好的生活奋斗而站出来的人。

　　1964年，马丁·路德金在发表演讲时，台下坐满了人，那些没有座位的学生则拥挤在草坪上。那时路德金博士就告诫学生们，人们总有一天都要为自己的行为付出代价，作恶的坏人如此，那些沉默和冷漠的“好人”也是如此。

　　马丁·路德金曾在杜克大学说过：“只要做对的事情，永远都是最好的时机。对你们来说，毕业生们，现在是时候行动了。”

　　做对的事情，永远都不会太晚。

　　为将来做好打算，让我们一起前进，并且带领别人共同进步。

　　谢谢大家，祝贺你们，2018届的毕业生们。

　　附：英语演讲全文

　　Hello, Blue Devils! It’s great to be back.

　　It’s an honor to stand before you—both as your commencement speaker and a fellow Duke graduate.

　　I earned my degree from the Fuqua School in 1988. In preparing for this speech, I reached out to one of my favorite professors from back then. Bob Reinheimer taught a great course in Management Communications, which included sharpening your public speaking skills.

　　We hadn’t spoken for decades, so I was thrilled when he told me: he remembered a particularly gifted public speaker who took his class in the 1980s…

　　With a bright mind and a charming personality!

　　He said he knew—way back then—this person was destined for greatness.

　　You can imagine how this made me feel. Professor Reinheimer had an eye for talent. And, if I do say so, I think his instincts were right…

　　Melinda Gates has really made her mark on the world.

　　I’m grateful to Bob, Dean Boulding, and all of my Duke professors. Their teachings have stayed with me throughout my career.

　　I want to thank President Price, the Duke Faculty, and my fellow members of the Board of Trustees for the honor of speaking with you today. I’d also like to recognize this year’s honorary degree recipients.

　　And most of all, congratulations to the class of 2018!

　　No graduate gets to this moment alone. I want to acknowledge your parents, grandparents and friends here cheering you on, just as they have every step of the way. Let’s give them our thanks.

　　Today especially, I remember my mother, who watched me graduate from Duke. I wouldn’t have been there that day—or made it here today—without her support.

　　Let’s give our special thanks to all the mothers here today, on Mother’s Day.

　　I have wonderful memories here. Studying—and not studying—with people I still count as friends to this day. Cheering at Cameron for every victory.

　　Cheering even louder when that victory is over Carolina.

　　Look back over your shoulder fondly and say goodbye to act one of your life. And then quickly look forward. Act two begins today. It’s your turn to reach out and take the baton.

　　You enter the world at a time of great challenge.

　　Our country is deeply divided—and too many Americans refuse to hear any opinion that differs from their own.

　　Our planet is warming with devastating consequences—and there are some who deny it’s even happening.

　　Our schools and communities suffer from deep inequality—we fail to guarantee every student the right to a good education.

　　And yet we are not powerless in the face of these problems. You are not powerless to fix them.

　　No generation has ever held more power than yours. And no generation has been able to make change happen faster than yours can. The pace at which progress is possible has accelerated dramatically. Aided by technology, every individual has the tools, potential, and reach to build a better world.

　　That makes this the best time in history to be alive.

　　Whatever you choose to do with your life…

　　Wherever your passion takes you.

　　I urge you to take the power you have been given and use it for good. Aspire to leave this world better than you found it.

　　I didn’t always see life as clearly as I do now. But I’ve learned the greatest challenge of life is knowing when to break with conventional wisdom.

　　Don’t just accept the world you inherit today.

　　Don’t just accept the status quo.

　　No big challenge has ever been solved, and no lasting improvement has ever been achieved, unless people dare to try something different. Dare to think different.

　　I was lucky to learn from someone who believed this deeply. Someone who knew that changing the world starts with “following a vision, not a path.” He was my friend and mentor, Steve Jobs.

　　Steve’s vision was that great ideas come from a restless refusal to accept things as they are. And those principles still guide us at Apple today.

　　We reject the notion that global warming is inevitable.

　　That’s why we run Apple on 100% renewable energy.

　　We reject the excuse that getting the most out of technology means trading away your right to privacy.

　　So we choose a different path: Collecting as little of your data as possible. Being thoughtful and respectful when it’s in our care. Because we know it belongs to you.

　　In every way, at every turn, the question we ask ourselves is not ‘what can we do’ but ‘what should we do’.

　　Because Steve taught us that’s how change happens. And from him I learned to never be content with things as they are.

　　I believe this mindset comes naturally to young people…and you should never let go of that restlessness.

　　So today’s ceremony isn’t just about presenting you with a degree, it’s about presenting you with a question.

　　How will you challenge the status quo? How will you push the world forward?

　　Fifty years ago today—May 13th, 1968—Robert Kennedy was campaigning in Nebraska, and spoke to a group of students who were wrestling with that same question.

　　Those were troubled times, too. The U.S. was at war in Vietnam. There was violent unrest in America’s cities. And the country was still reeling from the assassination of Dr. Martin Luther King a month earlier.

　　Kennedy gave the students a call to action. When you look across this country, and when you see peoples’ lives held back by discrimination and poverty… when you see injustice and inequality. He said, you should be the last people to accept things as they are.

　　Let Kennedy’s words echo here today.

　　“You should be the last people to accept [it].”

　　Whatever path you’ve chosen…

　　Be it medicine, business, engineering, the humanities—whatever drives your passion. Be the last to accept the notion that the world you inherit cannot be improved.

　　Be the last to accept the excuse that says, “that’s just how things are done here.” Duke graduates, you should be the last people to accept it.

　　And you shouldbe the first to change it.

　　The world-class education you’ve received—that you’ve worked so hard for—gives you opportunities that few people have.

　　You are uniquely qualified, and therefore uniquely responsible, to build a better way forward. That won’t be easy. It will require great courage.

　　But that courage will not only help you live your life to the fullest—it will empower you to transform the lives of others.

　　Last month I was in Birmingham to mark the fiftieth anniversary of Dr. King’s assassination. And I had the incredible privilege of spending time with women and men who marched and worked alongside him.

　　Many of them were younger at the time than you are now. They told me that when they defied their parents and joined the sit-ins and boycotts, when they faced the police dogs and firehoses, they were risking everything they had—becoming foot soldiers for justice without a second thought.

　　Because they knew that change had to come.

　　Because they believed so deeply in the cause of justice.

　　Because they knew, even with all the adversity they had faced, they had the chance to build something better for the next generation.

　　We can all learn from their example. If you hope to change the world, you must find your fearlessness.

　　Now, if you’re anything like I was on graduation day, maybe you’re not feeling so fearless.

　　Maybe you’re thinking about the job you hope to get, or wondering where you’re going to live, or how to repay that student loan. These, I know, are real concerns. I had them, too. But don’t let those worries stop you from making a difference.

　　Fearlessness means taking the first step, even if you don’t know where it will take you. It means being driven by a higher purpose, rather than by applause.

　　It means knowing that you reveal your character when you stand apart, more than when you stand with the crowd.

　　If you step up, without fear of failure… if you talk and listen to each other, without fear of rejection… if you act with decency and kindness, even when no one is looking, even if it seems small or inconsequential, trust me, the rest will fall into place.

　　More importantly, you’ll be able to tackle the big things when they come your way. It’s in those truly trying moments that the fearless inspire us.

　　Fearless like the students of Parkland, Florida—who refuse to be silent about the epidemic of gun violence, and have rallied millions to their cause.

　　Fearless like the women who say “me, too” and “time’s up”… women who cast light into dark places, and move us toward a more just and equal future.

　　Fearless like those who fight for the rights of immigrants… who understand that our only hopeful future is one that embraces all who want to contribute.

　　Duke graduates, be fearless.

　　Be the last people to accept things as they are, and the first people to stand up and change them for the better.

　　In 1964, Martin Luther King, Jr. gave a speech at Page Auditorium to an overflow crowd. Students who couldn’t get a seat listened from outside on the lawn. Dr. King warned them that someday we would all have to atone, not only for the words and actions of the bad people, but for “the appalling silence and indifference of the good people, who sit around and say, ‘Wait on time.’”

　　Martin Luther King stood right here at Duke, and said: “The time is always right to do right.” For you, graduates, that time is now.

　　It will always be now.

　　It’s time to add your brick to the path of progress.

　　It’s time for all of us to move forward.

　　And it’s time for you to lead the way.

　　Thank you—and congratulations, Class of 2018!

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