TED | Know your worth, and then ask for it - 追求自我价值之路

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Your boss probably isn't paying you what you're worth — instead, they're paying you what they think you're worth. Take the time to learn how to shape their thinking. Pricing consultant Casey Brown shares helpful stories and learnings that can help you better communicate your value and get paid for your excellence.

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 原文演讲稿 

No one will ever pay you what you're worth. 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 their thinking, 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。

0:33(Laughter)笑声

0:35That would be really cool. Instead, like this: clearly defining and communicating your value are essentialto（必要的） being paid well 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。

0:47Anyone here want to be paid well? OK, good, then this talk is for everyone. It's got universal applicability.It's true if you're a business owner, if you're an employee, if you're a job seeker. It's true 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。

1:03Now, I approach this today through the lens（n. 镜头） of the woman business owner, because in my work I've observed that women underprice more so than men. The gender wage gap is a well-traveled narrative（n.叙述，故事;adj.叙事的） in this country. According to the Bureau of Labor Statistics, a woman employee earns just 83 cents for every dollar a man earns. What may surprise you is that this trend continues even into the entrepreneurial sphere. A woman business owner earns just 80 cents for every dollar a man earns. In my work, I've often heard women express that they're uncomfortable communicating their value, especially early on in business ownership. They say things like, "I don't like to toot my own horn." "I'd rather let the work speak for itself." "I don't like to sing my own praises."

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。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。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。

1:50  I hear very different narratives in working with male business owners, and I think this difference is costing women 20 cents 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。

1:58I'd like to tell you the story of a consulting firm that helps their clients dramatically improve their profitability. That company is my company. After my first year in business, I saw the profit increases that my clients were realizing in working with me, and I realized that I needed to reevaluate my pricing. I was really underpriced relative 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。

2:24(Laughter)笑声

2:26It's what I do. I help companies price for value. But nonetheless, it's what I saw, and so I sat down to evaluate my pricing, evaluate my value, and I did that by asking key value questions. What are my clients' needs and how do I meet them? What is my unique skill set that makes me better qualified to serve my clients? What do I do that no one else does? What problems do I solve for clients? What value do I add?I answered these questions and defined the value that my clients get from working with me, calculated their return on investment, 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 in this, but I'm not cured. I knew the value was there. I was convinced the value was there, and I was still scared out of my wits. What if nobody would pay me that? What if clients said, "That's ridiculous. You're ridiculous."

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？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。

3:29Was I really worth that? Not my work, mind you, but me. Was I worth that? I'm the mother of two beautiful little girls who depend 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？

3:47But I know how to take my own medicine, the medicine that I prescribe to my clients. I had done the homework. I knew the value was there. So when prospects came, I prepared the proposals with the new higher pricing and sent them out and communicated the value. How's the story end? Clients continued to hire me and refer me and recommend me, and I'm still here. 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 earning potential.

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？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。

4:26I'd like to share another story, about a woman who learned to communicate her value and found her own voice. She runs a successful web development company and employs several people. When she first started her firm and for several years thereafter, she would say, "I have a little web design company."She'd actually use those words with clients. "I have a little web design company." In this and in many other small ways, she was diminishing her company in the eyes of prospects and clients, and diminishing herself. It was really impacting her ability to earn what she was worth. I believe her language and her stylecommunicated that she didn't believe she had much value to offer. In her own words, she was practically giving her services away. And so she began her journey to take responsibility for communicating value to clients and changing her message.

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。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。

5:25One thing I shared with her is that it's so important 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 salesperson or your neighbor who tells a great joke if that's not who you are. Give up this notion that it's tooting your own horn. Make it about the other party. Focus on serving and adding value, and it won't feel like bragging.What do you love about what you do? What excites you about the work that you do? If you connect with thatcommunicating your value will come naturally.

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。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。

5:59So she embraced her natural style, foundher voice and changed her message. For one thing, she stopped calling herself a little web design company. She really found a lot of strength and power in communicating her message. She's now charging three times as much for web design, and her business is growing. She told me about a recent meeting with a gruff and sometimes difficult client who had called a meeting questioning progress on search engine optimization. She said in the old days, that would have been a really intimidating meeting for her, but her mindset was different. She said, she prepared the information, sat down with the client, said this isn't about me, it's not personal, it's about the client. She took them through the data, through the numbers, laid out the trends and the progress in her own voice and in her own way, but very directly said, "Here's what we've done for you." The client sat up and took notice, and said, "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.'"

7:16Being properly valued is so important. You can hear in this story that the implications range far beyond just finances into the realm of self-respect and self-confidence. Today I've told two stories, one about defining our value and the other about communicating our value, and these are the two elements to realizing our full earning potential. That's the equation. And if you're sitting in the audience today and you're not being paid what you're worth, I'd like to welcome you into this equation. Just imagine what life could be like, how much more we could do, how much more we could give back, how much more we could plan for the future, how validated and respected we would feel if we could earn our full potential,realize our full value.

8:07No one will ever pay you what you're worth. They'll only ever pay you what they think you're worth, and you control their thinking.

8:15Thank you.

8:16(Applause)

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