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Steve Jobs on what a computer really is: "a bicycle for the mind"

Big Brain Business

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17,484 次观看 • 4 个月前 •via X (Twitter)

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Don't show your product. Show the change your product enables. Steve Jobs did this best. Steve used “a bicycle for the mind” as a metaphor for what his product could do for human intelligence. He told a story about reading a Scientific American study comparing the energy efficiency of different animals moving from point A to point B. The condor ranked first, while humans were about a third of the way down the list. Then the researchers measured a human riding a bicycle. The human on the bicycle was vastly more efficient than the condor. Jobs said this realization had a huge impact on him: “We humans are tool builders. And we can fashion tools that amplify these inherent abilities that we have to spectacular magnitudes.” This led to his famous conclusion: “For me, a computer has always been a bicycle of the mind. Something that takes us far beyond our inherent abilities.” “That is a perfect illustration of ‘I’m not selling you bits and bytes and RAM. I'm saying what is going to occur after you use my product.’” “Show the benefit.”

Don't show your product. Show the change your product enables. Steve Jobs did this best. Steve used “a bicycle for the mind” as a metaphor for what his product could do for human intelligence. He told a story about reading a Scientific American study comparing the energy efficiency of different animals moving from point A to point B. The condor ranked first, while humans were about a third of the way down the list. Then the researchers measured a human riding a bicycle. The human on the bicycle was vastly more efficient than the condor. Jobs said this realization had a huge impact on him: “We humans are tool builders. And we can fashion tools that amplify these inherent abilities that we have to spectacular magnitudes.” This led to his famous conclusion: “For me, a computer has always been a bicycle of the mind. Something that takes us far beyond our inherent abilities.” “That is a perfect illustration of ‘I’m not selling you bits and bytes and RAM. I'm saying what is going to occur after you use my product.’” “Show the benefit.”

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When computers hit the mass market in the 1970s, people felt threatened. There were fears about privacy invasion, the erosion of human-to-human interaction, and the loss of jobs. To soothe concerns & spur the proliferation of computers, Steve Jobs repeatedly used this analogy: “There was an article in Scientific American in the early 70s which compared the efficiency of locomotion for various species on the planet. In other words, they measured how much energy it took for different animals and machines (birds, dogs, rabbits, automobiles, Man, etc.) to get from point A to point B. And then they ranked them. “Turns out,” Jobs continues, “the condor won. The Condor was the most efficient. And Man came in with a rather unimpressive showing about a third of the way down the list. But someone at Scientific American had the insight to test the efficiency of Man riding a bicycle.” Man riding a bicycle was twice as efficient as the Condor. “What it illustrates,” Jobs said, “is man's ability as a tool maker to fashion a tool that can amplify an inherent ability that he has. So for me, a computer has always been a bicycle for the mind. And that's exactly what we think we're doing at Apple: we think we're fashioning a 21st-century bicycle here—something that can amplify an inherent intellectual ability that Man has, take care of a lot of drudgery, and free people to do what we do best, which is to work on the conceptual level, to work on the creative level.” Takeaway 1: In his books and lectures, Douglas Hofstadter—the Pulitzer Prize-winning author of “Gödel, Escher, Bach”—repeatedly says things like, “analogy is the core of cognition,” “the brain makes analogies without letup,” and “analogy is the fuel and fire of thinking.” Jobs used the “bicycle for the mind” analogy without letup, to borrow from Hofstadter, “in an effort to [help others] make sense of the new and unknown in terms of the old and known.” Takeaway 2: In my newsletter, here on X, and even in conversation, I’ve noticed I feel uncomfortable repeating myself. Once I write about some idea, reference some quote, or tell some story, I feel uncomfortable reusing them. I was once telling David Senra about this, and he quoted the great adman David Ogilvy: “You aren’t advertising to a standing army; you are advertising to a moving parade.” Given the frequency with which Steve Jobs used the “bicycle for the mind” analogy, we can imagine Jobs nodding in agreement with Ogilvy: “Repeat your winners…Good [content] can be thought of as a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar, and keep it sweeping.” - - - “What a computer is to me is it’s the most remarkable tool that we’ve ever come up with. It’s the equivalent of a bicycle for our minds.” — Steve Jobs Follow Billy Oppenheimer for more content like this!

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