【TED演讲60】让别人知道你的价值，进而获得它！演说者：Casey Brown

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演说题目：让别人知道你的价值，进而获得它！演说者：Casey Brown

在现实生活中，你的老板可能不会付给你你的价值。相反，他们会付给你他们认为你值得的东西。花点时间学习如何塑造他们的思维，可以帮助您更好地传达您的价值，并获得卓越的报酬。

中英对照翻译

No one will ever pay you what you're worth.They'll only ever pay you what they think you're worth. And you control theirthinking, not like this, although that would be cool.

没有人会为你真正的价值买单，他们只会为他们所认为的你的价值买单，并且你控制着他们的想法，不是像这样的，虽然他看起来很酷。

That would be really cool. Instead, likethis: clearly defining and communicating your value are essentialto being paidwell for your excellence.

这样看起来真的很酷，而是，像这样：清楚的定义并传达你的价值，并让你杰出的工作有所回报是非常重要的。

Anyone here want to be paid well? OK, good,then this talk is for everyone. It's got universal applicability.It's true ifyou're a business owner, if you're an employee, if you're a job seeker. It'strue if you're a man or a woman.

有人想要一份丰厚的薪水吗？好的，那么，这个讨论适用于每一个人。它是普遍适用的。不管你是商人还是员工，或者正在找工作，不管你是男人还是女人，它都是有用的。

Now, I approach this today through the lensof the woman business owner, because in my work I've observed that womenunderprice more so than men. The gender wage gap is a well-traveled narrativein this country. 

我今天是通过一位女商人的视角，来分析这类话题的。因为我在工作中发现，相比男人，女人被低估很多。在这个国家，工资差距是人人皆知的。

According to the Bureau of Labor Statistics, a woman employeeearns just 83 cents for every dollar a man earns. What may surprise you is thatthis trend continues even into the entrepreneurial sphere.

根据劳动数据局的调查显示，男人每收入1美元，而女人则只收入83美分。这或许会让你惊讶不已，这种趋势甚至会发生在企业领域。

A woman business owner earns just 80 centsfor every dollar a man earns. In my work, I've often heard women express thatthey're uncomfortable communicating their value, especially early on inbusiness ownership. They say things like, "I don't like to toot my ownhorn." "I'd rather let the work speak for itself." "I don'tlike to sing my own praises."

男商人每收入1美元，而女商人则只收入80美分.在我工作中，经常听到女性说，他们不习惯传达他们的价值。尤其是早期作为企业家时。他们这样说，我不喜欢自吹自擂，我宁愿让我的工作成绩说话，我不喜欢自夸。

I hear very different narratives in workingwith male business owners, and I think this difference is costing women 20cents on the dollar.

和男性商人一起工作时，我听到的话完全不同。我觉着这个不同才是少了那20美分的原因。

I'd like to tell you the story of aconsulting firm that helps their clients dramatically improve theirprofitability. That company is my company. After my first year in business, Isaw the profit increases that my clients were realizing in working with me, andI realized that I needed to reevaluate my pricing. I was really underpricedrelative to the value I was delivering. It's hard for me to admit to you,because I'm a pricing consultant. 

我想告诉你一个帮助客户，大幅提升利润的咨询公司。也就是我的公司。我做生意一年后，我看见客户因与我的合作利润得到了增长，然后我意识到我需要重新估算我的价值。对比我创造的价值我确实是被低估了。向你们承认这点很难，因为我是一位价格顾问。

It's what I do. I help companies price forvalue. But nonetheless, it's what I saw, and so I sat down to evaluate mypricing, evaluate my value, and I did that by asking key value questions. Whatare my clients' needs and how do I meet them? What is my unique skill set thatmakes me better qualified to serve my clients? What do I do that no one elsedoes? What problems do I solve for clients? What value do I add?

这是我的工作，我帮助公司估价。尽管如此，这是我看到的，所以我坐下来，评估我的价格，评估我的价值。通过问自己这几个关键关键价值问题。我的客户需要什么？我如何满足他们？我的什么的独特技能使我更好的服务我的客户？有什么是只有我自己会做的？我为客户解决了什么麻烦？我增加了什么价值？

I answered these questions and defined thevalue that my clients get from working with me, calculated their return oninvestment, and what I saw was that I needed to double my price, double it.Now, I confess to you, this terrified me. I'm supposed to be the expert inthis, but I'm not cured. I knew the value was there. I was convinced the valuewas there, and I was still scared out of my wits. What if nobody would pay methat? What if clients said, "That's ridiculous. You're ridiculous."

我回答了这些问题，然后评估出我的客户通过和我合作得到的价值。计算了他们的投资回报，我发现我的价格需要翻倍。我承认，这把我下坏了。我应该是这方面的专家，但我不自信。我知道他的价值就摆在那，我确信我值那么多钱。但我仍然非常害怕。如果没人付我那么多钱呢？如果我的客户说：这真的很荒谬。

Was I really worth that? Not my work, mindyou, but me. Was I worth that? I'm the mother of two beautiful little girls whodepend upon me. I'm a single mom. What if my business fails? What if I fail?

我真的值这个价吗？提醒你，不是我的工作，是我。我值这么多吗？我是两个小女孩的妈妈，我们依靠我抚养，我是个单亲妈妈。如果我的生意失败了呢？或者如果我失败了呢？

But I know how to take my own medicine, themedicine that I prescribe to my clients. I had done the homework. I knew thevalue was there. So when prospects came, I prepared the proposals with the newhigher pricing and sent them out and communicated the value. How's the storyend? 

但是我知道如何解决这个问题，我为我的客户提供的解决方法。我做足了功课，我知道价值就在那。所以当顾客前来的时候，我准备了价格更高的提案寄给他们，同时表达了我的价值。故事结局怎么样呢？

Clients continued to hire me and refer me and recommend me, and I'm stillhere. And I share this story because doubts and fears are natural and normal.But they don't define our value, and they shouldn't limit our earningpotential.

客户继续雇佣我，委托我，推荐我，而我在经营着公司。我分享这个故事是因为有疑虑有恐惧很自然很正常，但是别让它们决定你的价值，他们也不应该限制你赚钱的潜力。

I'd like to share another story, about awoman who learned to communicate her value and found her own voice. She runs asuccessful web development company and employs several people. When she firststarted her firm and for several years thereafter, she would say, "I havea little web design company."She'd actually use those words with clients."I have a little web design company."

我想和你们分享另外一个故事，关于一个女人学会传达自我价值，并找到自己说话方式的故事。她经营着一家成功的网站开发公司，雇佣了几个员工。在她公司起步的初期以及之后的几年，她会说：我拥有一家小小的网站设计公司。他甚至对客户也这样说，我拥有一家小小的网站设计公司。

In this and in many other small ways, shewas diminishing her company in the eyes of prospects and clients, anddiminishing herself. It was really impacting her ability to earn what she wasworth. I believe her language and her stylecommunicated that she didn't believeshe had much value to offer. In her own words, she was practically giving herservices away. And so she began her journey to take responsibility forcommunicating value to clients and changing her message.

通过这样以及其他一些不起眼的方法，在潜在客户和她客户的眼中，公司的价值被轻视了，她也被轻视了。这确实影响了她让自己物有所值的能力。我认为她的语言和风格传达的是她不相信自己有如此高的价值。用她的话说，她简直在赠送服务。于是她开始了一段旅程开始承担向客户传递价值的责任，并且开始改变她所传达的信息。

One thing I shared with her is that it's soimportant to find your own voice, a voice that's authentic and true to you.Don't try to channel your sister-in-law just because she's a great salespersonor your neighbor who tells a great joke if that's not who you are. 

我和她分享的一件事是，找到自己的说话方式是非常重要的。一个忠于自身，代表自我的说话方式，不要因为你的嫂子是个不错的售货员，或是你的邻居很会讲笑话，如果这不是真实的你，就不要试图模仿他们的说话方式。

Give up thisnotion that it's tooting your own horn. Make it about the other party. Focus onserving and adding value, and it won't feel like bragging.What do you loveabout what you do? What excites you about the work that you do? If you connectwith thatcommunicating your value will come naturally.

不要认为这是自吹自擂，把重点放在第三方身上，聚焦在提供增加价值。这样就不会是像自夸了。你为什么喜欢你的工作，你的工作哪方面让你兴奋，如果你联系到这一点，传达自身价值就显得很自然了。

So she embraced her natural style, foundhervoice and changed her message. For one thing, she stopped calling herself alittle web design company. She really found a lot of strength and power incommunicating her message. She's now charging three times as much for webdesign, and her business is growing.

所以她拥抱了自我的纯粹风格，找到了她想说的话，改变了她的信息。首先，她不再称自己的公司为小小的网站设计公司，她在传达信息时，真的发现了很多力量和能量。现在他的网页设计收费翻了两倍，她的公司在扩大。

She told me about a recent meeting with agruff and sometimes difficult client who had called a meeting questioningprogress on search engine optimization. She said in the old days, that wouldhave been a really intimidating meeting for her, but her mindset was different.

她告诉我最近和一个暴躁、有时很难搞的客户的会议。对方召开了一个询问，搜索引擎优化进展的会议。她说要放在以前，她会觉得这次会议非常吓人。但她的思维不一样了。她说她准备好信息，和客户坐下来。

She said, she prepared the information, sat down with the client, said thisisn't about me, it's not personal, it's about the client. She took them throughthe data, through the numbers, laid out the trends and the progress in her ownvoice and in her own way, but very directly said, "Here's what we've donefor you."

她说这不是关于我，不是私事，这是有关客户的。她把数据、数字给他们看，用她自己的话语、自己的方式展示说明了趋势和进展。但是非常直接地说：这是我为你做的事。

The client sat up and took notice, andsaid, "OK, I got it." And she said in describing that meeting,"I didn't feel scared or panicky or small, which is how I used to feel.Instead I feel like, 'OK, I got this. I know what I'm doing. I'm confident.'"

客户坐正了，注意到她，然后说好的，我懂了。她是这样描述那次会议的：我没有感到害怕或惊慌，或是渺小，而我过去常常有这种感受。反而我觉得我能搞定，我知道我在做什么，我很自信。

Being properly valued is so important. Youcan hear in this story that the implications range far beyond just financesinto the realm of self-respect and self-confidence. Today I've told twostories, one about defining our value and the other about communicating ourvalue, and these are the two elements to realizing our full earning potential.That's the equation.

价值被正确对待是非常重要的，在这个故事中你能知道，这不仅影响到财务，还影响到自尊和自信的问题。今天我分享了两个故事，一个关于定义价值，另一个关于传递价值。这是了解我们完全的收入潜力的两个因素。这就是等式。

And if you're sitting in the audience todayand you're not being paid what you're worth, I'd like to welcome you into thisequation. Just imagine what life could be like, how much more we could do, howmuch more we could give back, how much more we could plan for the future, howvalidated and respected we would feel if we could earn our fullpotential,realize our full value.

如果你今天坐在观众席里，并且收入和价值不相等，我希望你加入这个等式，想象人生会变成什么样，我们还能多做多少，我们还能回报什么，我们为未来能做怎样更精细的打算，我们会觉得自己自己有价值被尊重，如果我们能实现我们的全部潜力，充分认识我们的价值。

No one will ever pay you what you're worth.They'll only ever pay you what they think you're worth, and you control theirthinking.Thank you.

没有人会为你真正的价值买单，他们只会为他们认为的你的价值买单，而你控制着他们的想法。谢谢.