TED：要認清自己才能更好把握自己

No one will ever pay you what you’re worth.

沒有人會為你的價值買單。

No one will ever pay you

永遠沒有人根據(jù)你的價值

what you’re worth.

來支付你的薪酬。

They’ll only ever pay you

他們只按自己所認可的

what they think you’re worth.

你的價值支付你薪酬。

And you control their thinking,

你能控制他們的想法，

not like this,

但不是這樣控制的，

although that would be cool.

盡管那樣很贊。

That would be really cool.

能那樣可太贊了。

Instead, like this:

然而，實際上應該這樣做：

clearly defining and communicating your value are essential

清楚地定義并傳達自己的價值對于為自己的優(yōu)秀

to being paid well for your excellence.

贏得等價回報是十分重要的。

Anyone here want to be paid well?

在座有人想要優(yōu)厚的工資嗎？

OK, good,

嗯，很好，

then this talk is for everyone.

那么這個演講適用于每一位。

It’s got universal applicability.

這個方法具有普適性。

It’s true if you’re a business owner, if you’re an employee,

無論你是老板，還是雇員，

if you’re a job seeker.

也許你正在找工作，

It’s true if you’re a man or a woman.

無論你是男是女，都適用。

Now, I approach this today through the lens of the woman business owner,

今天，我會從女性公司老板的視角來闡述，

because in my work I’ve observed that women underprice more so than men.

因為我在工作中觀察到女性的價值相比男性被低估的更多。

The gender wage gap is a well-traveled narrative in this country.

男女不同酬在美國很普遍。

According to the Bureau of Labor Statistics,

根據(jù)勞動局的統(tǒng)計，

a woman employee earns just 83 cents for every dollar a man earns.

男性每賺1美元，女性只能賺到0.83美元。

What may surprise you

令人驚訝的是，

is that this trend continues even into the entrepreneurial sphere.

這種形勢也延伸到了創(chuàng)業(yè)圈。

A woman business owner earns just 80 cents for every dollar a man earns.

男老板賺1美元時，女老板只賺0.8美元。

In my work, I’ve often heard women express

在我的工作中，常聽到女性說，

that they’re uncomfortable communicating their value,

她們不太喜歡討論自己的價值，

especially early on in business ownership.

尤其是在創(chuàng)業(yè)初期。

They say things like,

她們會說：

"I don’t like to toot my own horn."

“我不喜歡自吹自擂?！?/p>

"I’d rather let the work speak for itself."

“我寧愿用工作成績說話。”

"I don’t like to sing my own praises."

“我不喜歡自夸?！?/p>

I hear very different narratives in working with male business owners,

但男老板的說法就大不同。

and I think this difference is costing women 20 cents on the dollar.

我認為，就是這些差異使女性比男性少賺了20%。

I’d like to tell you the story of a consulting firm

我來說一個顧問公司的故事，

that helps their clients dramatically improve their profitability.

這家公司幫助客戶大幅提升利潤，

That company is my company.

而這家公司就是我的公司。

After my first year in business, I saw the profit increases

在我的公司運行1年后，我看到了客戶通過與我合作

that my clients were realizing in working with me,

實現(xiàn)的利潤增長。

and I realized that I needed to reevaluate my pricing.

我覺得應該重新評估一下我的報價了。

I was really underpriced relative to the value I was delivering.

與我提供的服務相比，我的收費太低。

It’s hard for me to admit to you, because I’m a pricing consultant.

這有點尷尬，因為本人就是定價顧問。

It’s what I do.

這就是我的工作；

I help companies price for value.

我?guī)推髽I(yè)按價值定價格。

But nonetheless, it’s what I saw,

不管怎樣，我注意到這問題了，

and so I sat down to evaluate my pricing, evaluate my value,

因此我仔細衡量了自己的收費與價值。

and I did that by asking key value questions.

我問了自己幾個關鍵價值問題：

What are my clients’ needs and how do I meet them?

我的客戶需要什么？我如何幫他們實現(xiàn)？

What is my unique skill set that makes me better qualified to serve my clients?

對客戶來說，我與別人相比獨特的專長是什么？

What do I do that no one else does?

我提供的什么服務是獨一無二的？

What problems do I solve for clients?

我為客戶解決了哪些問題？

What value do I add?

為客戶的公司增加了多大價值？

I answered these questions

我回答了這些問題，

and defined the value that my clients get from working with me,

從而明確算出客戶因為我提供的服務而獲得的價值，

calculated their return on investment,

并算出客戶的投資回報率。

and what I saw was that I needed to double my price,

結果發(fā)現(xiàn)，我的收費應該加倍，

double it.

整整兩倍。

Now, I confess to you, this terrified me.

但我要坦白說，這嚇到我了。

I’m supposed to be the expert in this, but I’m not cured.

我是這方面的專家，但仍為此忐忑不安！

I knew the value was there.

我明知自己有這個價值，

I was convinced the value was there,

我也說服自己值得這個價值，

and I was still scared out of my wits.

但還是不敢相信。

What if nobody would pay me that?

如果沒人愿意付這個價錢呢？

What if clients said, "That’s ridiculous.

如果客戶說：這價格離譜了，

You’re ridiculous."

你簡直不可理喻！

Was I really worth that?

我真的值這么高價嗎？

Not my work, mind you, but me.

這并不是工作的問題，請注意，這是我自己的疑惑。

Was I worth that?

我值不值這么多錢？

I’m the mother of two beautiful little girls who depend upon me.

獨自撫養(yǎng)兩個漂亮的小姑娘。

I’m a single mom.

我是個單親媽媽，

What if my business fails?

如果公司失敗了怎么辦？

What if I fail?

如果我失敗了怎么辦？

But I know how to take my own medicine,

但我知道如何解決自己的問題，

the medicine that I prescribe to my clients.

就用那些我開給客戶的藥方。

I had done the homework.

我做了功課，

I knew the value was there.

我清楚自己有這個價值。

So when prospects came,

所以當機會來臨，

I prepared the proposals with the new higher pricing

我把準備好的提價方案

and sent them out

發(fā)給客戶，

and communicated the value.

并與客戶探討其中的價值。

How’s the story end?

結果呢？

Clients continued to hire me

客戶不但繼續(xù)與我合作，

and refer me and recommend me, and I’m still here.

還把我推薦給更多人，我的生意還在。

And I share this story

與你們分享這故事，

because doubts and fears are natural and normal.

是因為疑惑與恐懼都是自然正常的。

But they don’t define our value,

但這些都不決定你的價值，

and they shouldn’t limit our earning potential.

也不應該制約我們賺錢的能力。

I’d like to share another story,

我還想分享另一個故事，

about a woman who learned to communicate her value

是一位女性如何學會向他人傳達自己的價值，

and found her own voice.

進而找到自己的說話方式。

She runs a successful web development company

她運營著一家成功的網站開發(fā)公司，

and employs several people.

擁有多名員工。

When she first started her firm and for several years thereafter,

在創(chuàng)業(yè)初始以及之后幾年，

she would say, "I have a little web design company."

她總說，自己有個“小小的網站設計公司”。

She’d actually use those words with clients.

她真的也這樣對客戶說：

"I have a little web design company."

“我有一家小小的網站設計公司。”

In this and in many other small ways,

通過這樣的說法和其他細節(jié)，

she was diminishing her company in the eyes of prospects and clients,

她讓潛在的客戶、現(xiàn)有客戶輕視了她的公司，

and diminishing herself.

也輕視了她自己。

It was really impacting her ability to earn what she was worth.

這影響到她應得的收入以及真正的價值。

I believe her language and her style

我認為由于她的語言和方式，

communicated that she didn’t believe

表達著她自己也不相信

she had much value to offer.

自己有能力挖掘價值。

In her own words, she was practically giving her services away.

用她自己的說法，她簡直在贈送自己公司的服務。

And so she began her journey

所以她開始行動，

to take responsibility for communicating value to clients

負起向客戶傳達價值的責任，

and changing her message.

并改變她的說話方式。

One thing I shared with her

我與她分享了

is that it’s so important

一件非常重要的事：

to find your own voice,

找到自己的聲音，

a voice that’s authentic and true to you.

一個對你而言，準確且真實的聲音。

Don’t try to channel your sister-in-law just because she’s a great salesperson

不用學你善于銷售的嫂子，

or your neighbor who tells a great joke if that’s not who you are.

也不用學特別會說笑話的鄰居，因為那都不是你。

Give up this notion that it’s tooting your own horn.

試著放下“自吹自擂”的成見，

Make it about the other party.

從對方的角度觀察，

Focus on serving and adding value, and it won’t feel like bragging.

關注服務和價值的提升，就不會覺得自夸。

What do you love about what you do?

你喜歡工作的哪部分？

What excites you about the work that you do?

工作中什么事讓你充滿熱情？

If you connect with that, communicatingyour value will come naturally.

如果將這些聯(lián)系起來，必定會傳遞你的價值。

So she embraced her natural style,

于是她選擇用自己最自然的方式，

found her voice and changed her message.

找到自己的聲音，以及改變所傳遞的信息。

For one thing, she stopped calling herself a little web design company.

首先，她不再稱自己有家小小的網絡設計公司。

She really found a lot of strength and power in communicating her message.

她真的在信息溝通過程中獲得了很多力量。

She’s now charging three times as much for web design,

現(xiàn)在她的網頁設計收費是以前的三倍。

and her business is growing.

而她的事業(yè)蒸蒸日上。

She told me about a recent meeting

她提起最近的一個會議，

with a gruff and sometimes difficult client

一個蠻橫難纏的客戶，

who had called a meeting questioning progress on search engine optimization.

在詢問搜索引擎優(yōu)化項目的進度。

She said in the old days,

如果是以前，

that would have been a really intimidating meeting for her,

這是她最害怕的會議。

but her mindset was different.

但現(xiàn)在心態(tài)不同了，

She said, she prepared the information, sat down with the client,

她說自己準備好資料，與客戶坐下來，

said this isn’t about me, it’s not personal,

說這不是她自己的事，不針對個人，

it’s about the client.

而是與客戶相關。

She took them through the data, through the numbers,

她給客戶展示所有資料和數(shù)據(jù)，

laid out the trends and the progress in her own voice and in her own way,

用她自己的聲音和方式闡述趨勢和進度，

but very directly said, "Here’s what we’ve done for you."

用非常直接的方式說“這些是我為貴公司做的工作?！?/p>

The client sat up and took notice, and said, "OK, I got it."

客戶調整一下坐姿，表示明白，說：“好，我知道了?！?/p>

And she said in describing that meeting,

她是這樣形容那個會議的：

"I didn’t feel scared or panicky

“我一點都不害怕或緊張，

or small,

也不覺得渺小，

which is how I used to feel.

雖然我以前會這樣感覺。

Instead I feel like, ’OK, I got this.

這次我覺得自己“很好，胸有成竹，

I know what I’m doing. I’m confident.’"

我清楚自己的工作，我有信心?！?/p>

Being properly valued is so important.

能被正確的評價是很重要的。

You can hear in this story

從這件事可以看出，

that the implications range far beyond just finances

影響范圍不但超出了金錢，

into the realm of self-respect and self-confidence.

而且還進入了自尊自信的范疇。

Today I’ve told two stories, one about defining our value

今天我分享了兩個故事：一個是確定自我價值；

and the other about communicating our value,

另一個是傳達自我價值。

and these are the two elements to realizing our full earning potential.

這兩個要素，讓我們意識到了自己賺錢的潛力。

That’s the equation.

這就是核心公式。

And if you’re sitting in the audience today

如果今天坐在觀眾席的你，

and you’re not being paid what you’re worth,

拿到的薪水與你的價值不等，

I’d like to welcome you into this equation.

我歡迎你使用這個等式。

Just imagine what life could be like,

想象一下生活會怎樣變化，

how much more we could do,

我們能更多地做些什么，

how much more we could give back,

我們能更多地回贈些什么，

how much more we could plan for the future,

能更多地為未來做出哪些計劃，

how validated and respected we would feel

會發(fā)覺自己多踏實自信。

if we could earn our full potential,

如果我們能夠獲得與我們潛力相對應的收入，

realize our full value.

實現(xiàn)自我最大的價值。

No one will ever pay you what you’re worth.

沒有人會按你的價值買單。

They’ll only ever pay you what they think you’re worth,

他們只按自己認可的你的價值買單。

and you control their thinking.

但你可以掌控他們的i想法。

Thank you.

謝謝。