【TED】Know your worth...

Know your worth, and then ask for it 了解自己的价值，然后索要它
作者：Casey Brown 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. That would be really cool. Instead, like this: clearly defining and
communicating your value are essential to being paid well for your excellence. 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。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 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. Now, I approach this
today through the lens of the woman business owner, because in my work I've
observed that women under price more so than men. The gender wage gap is a
well-traveled narrative in this country.
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。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 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. 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。 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." I
hear very different narratives in working with male business owners, and I
think this difference is costing women 20cents on the dollar. 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。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 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
under priced 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。 It'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? 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价值问题。我的客户需要什么？我如何满足他们？我有什么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 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." 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，这把我吓坏了。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, 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? But 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? 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？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 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. I'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. 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。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。 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. 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。 I believe her
language and her style communicated 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. One 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. 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。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 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 that communicating 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, found her 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. 所以她拥抱了自然的纯粹风格，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 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." 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。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, 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.'" Being 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. 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。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 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. 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.

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。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。