TED：要認(rèn)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(huì)為你的價(jià)值買單。

No one will ever pay you

永遠(yuǎn)沒有人根據(jù)你的價(jià)值

what you’re worth.

來(lái)支付你的薪酬。

They’ll only ever pay you

他們只按自己所認(rèn)可的

what they think you’re worth.

你的價(jià)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(shí)際上應(yīng)該這樣做：

clearly defining and communicating your value are essential

清楚地定義并傳達(dá)自己的價(jià)值對(duì)于為自己的優(yōu)秀

to being paid well for your excellence.

贏得等價(jià)回報(bào)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(gè)演講適用于每一位。

It’s got universal applicability.

這個(gè)方法具有普適性。

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

無(wú)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(wú)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(huì)從女性公司老板的視角來(lái)闡述，

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

因?yàn)槲以诠ぷ髦杏^察到女性的價(jià)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(guó)很普遍。

According to the Bureau of Labor Statistics,

根據(jù)勞動(dòng)局的統(tǒng)計(jì)，

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(shì)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(shí)，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(shuō)，

that they’re uncomfortable communicating their value,

她們不太喜歡討論自己的價(jià)值，

especially early on in business ownership.

尤其是在創(chuàng)業(yè)初期。

They say things like,

她們會(huì)說(shuō)：

"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(jī)說(shuō)話?！?/p>

"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(shuō)法就大不同。

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

我認(rèn)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(lái)說(shuō)一個(gè)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(rùn)，

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(yùn)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(shí)現(xiàn)的利潤(rùn)增長(zhǎng)。

and I realized that I needed to reevaluate my pricing.

我覺得應(yīng)該重新評(píng)估一下我的報(bào)價(jià)了。

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

與我提供的服務(wù)相比，我的收費(fèi)太低。

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

這有點(diǎn)尷尬，因?yàn)楸救司褪嵌▋r(jià)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(jià)值定價(jià)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(xì)衡量了自己的收費(fèi)與價(jià)值。

and I did that by asking key value questions.

我問了自己幾個(gè)關(guān)鍵價(jià)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(shí)現(xiàn)？

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

對(duì)客戶來(lái)說(shuō)，我與別人相比獨(dú)特的專長(zhǎng)是什么？

What do I do that no one else does?

我提供的什么服務(wù)是獨(dú)一無(wú)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(jià)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?yàn)槲姨峁┑姆?wù)而獲得的價(jià)值，

calculated their return on investment,

并算出客戶的投資回報(bào)率。

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

結(jié)果發(fā)現(xiàn)，我的收費(fèi)應(yīng)該加倍，

double it.

整整兩倍。

Now, I confess to you, this terrified me.

但我要坦白說(shuō)，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(gè)價(jià)值，

I was convinced the value was there,

我也說(shuō)服自己值得這個(gè)價(jià)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(gè)價(jià)錢呢？

What if clients said, "That’s ridiculous.

如果客戶說(shuō)：這價(jià)格離譜了，

You’re ridiculous."

你簡(jiǎn)直不可理喻！

Was I really worth that?

我真的值這么高價(jià)嗎？

Not my work, mind you, but me.

這并不是工作的問題，請(qǐng)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(dú)自撫養(yǎng)兩個(gè)漂亮的小姑娘。

I’m a single mom.

我是個(gè)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(gè)價(jià)值。

So when prospects came,

所以當(dāng)機(jī)會(huì)來(lái)臨，

I prepared the proposals with the new higher pricing

我把準(zhǔn)備好的提價(jià)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(jià)值。

How’s the story end?

結(jié)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?yàn)橐苫笈c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(jià)值，

and they shouldn’t limit our earning potential.

也不應(yīng)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(gè)故事，

about a woman who learned to communicate her value

是一位女性如何學(xué)會(huì)向他人傳達(dá)自己的價(jià)值，

and found her own voice.

進(jìn)而找到自己的說(shuō)話方式。

She runs a successful web development company

她運(yùn)營(yíng)著一家成功的網(wǎng)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(shuō)，自己有個(gè)“小小的網(wǎng)站設(shè)計(jì)公司”。

She’d actually use those words with clients.

她真的也這樣對(duì)客戶說(shuō)：

"I have a little web design company."

“我有一家小小的網(wǎng)站設(shè)計(jì)公司。”

In this and in many other small ways,

通過這樣的說(shuō)法和其他細(xì)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(yīng)得的收入以及真正的價(jià)值。

I believe her language and her style

我認(rèn)為由于她的語(yǔ)言和方式，

communicated that she didn’t believe

表達(dá)著她自己也不相信

she had much value to offer.

自己有能力挖掘價(jià)值。

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

用她自己的說(shuō)法，她簡(jiǎn)直在贈(zèng)送自己公司的服務(wù)。

And so she began her journey

所以她開始行動(dòng)，

to take responsibility for communicating value to clients

負(fù)起向客戶傳達(dá)價(jià)值的責(zé)任，

and changing her message.

并改變她的說(shuō)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(gè)對(duì)你而言，準(zhǔn)確且真實(shí)的聲音。

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

不用學(xué)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(xué)特別會(huì)說(shuō)笑話的鄰居，因?yàn)槟嵌疾皇悄恪?/p>

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(duì)方的角度觀察，

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

關(guān)注服務(wù)和價(jià)值的提升，就不會(huì)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(lái)，必定會(huì)傳遞你的價(jià)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(wǎng)絡(luò)設(shè)計(jì)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(wǎng)頁(yè)設(shè)計(jì)收費(fèi)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(gè)會(huì)議，

with a gruff and sometimes difficult client

一個(gè)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(xiàng)目的進(jìn)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(huì)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(shuō)自己準(zhǔn)備好資料，與客戶坐下來(lái)，

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

說(shuō)這不是她自己的事，不針對(duì)個(gè)人，

it’s about the client.

而是與客戶相關(guān)。

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(shì)和進(jìn)度，

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

用非常直接的方式說(shuō)“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(diào)整一下坐姿，表示明白，說(shuō)：“好，我知道了。”

And she said in describing that meeting,

她是這樣形容那個(gè)會(huì)議的：

"I didn’t feel scared or panicky

“我一點(diǎn)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(huì)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(píng)價(jià)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(jìn)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(gè)故事：一個(gè)是確定自我價(jià)值；

and the other about communicating our value,

另一個(gè)是傳達(dá)自我價(jià)值。

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

這兩個(gè)要素，讓我們意識(shí)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(jià)值不等，

I’d like to welcome you into this equation.

我歡迎你使用這個(gè)等式。

Just imagine what life could be like,

想象一下生活會(huì)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(zèng)些什么，

how much more we could plan for the future,

能更多地為未來(lái)做出哪些計(jì)劃，

how validated and respected we would feel

會(huì)發(fā)覺自己多踏實(shí)自信。

if we could earn our full potential,

如果我們能夠獲得與我們潛力相對(duì)應(yīng)的收入，

realize our full value.

實(shí)現(xiàn)自我最大的價(jià)值。

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

沒有人會(huì)按你的價(jià)值買單。

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

他們只按自己認(rèn)可的你的價(jià)值買單。

and you control their thinking.

但你可以掌控他們的i想法。

Thank you.

謝謝。