所以，最大化收益和利润是鲍尔默的特长，也是他最大的缺点，在计算机产品逐渐向个人消费市场过渡的今天，这个缺点格外突出。微软是典型的只顾眼前小利，不求长远利益。微软激励员工实现鲍尔默设定的目标，但这一点却扼杀了洞悉未来趋势的敏感性。

    汤普森也给出了乔尼•伊夫关于苹果核心价值观的演说发言：

    我们的目标不是赚钱。苹果公司的目标绝不是赚钱。这听起来可能有点轻率，但这是事实……我们的目标，令我们感到兴奋的，是设法创造出伟大的产品。我们相信，如果我们获得成功，人们会喜欢这些产品。而如果我们运营得当，我们将获得收益，但我们十分清楚自身的目标。

    史蒂夫•鲍尔默绝对不会说这样的话。（财富中文网）

    译者：项航      

    It turns out that all of Ballmer's good qualities, especially when it came to maximizing revenue and profits, were also his worst qualities, especially as the consumer market came to dominate computing. And, to Microsoft's short-term benefit but long-term detriment, the incentives Microsoft gave its employees to achieve Ballmer's aims choked out the sensitivity to truly understand what's next."

    By contrast, Thompson offers Jony Ive's set speech on Apple's core values:

    Our goal isn't to make money. Our goal absolutely at Apple is not to make money. This may sound a little flippant, but it's the truth…Our goal and what gets us excited is to try to make great products. We trust that if we are successful people will like them, and if we are operationally competent we will make revenue, but we are very clear about our goal.

    That's not something you'd ever hear Steve Ballmer say.