TEDxColumbusWomen
Casey Brown: Know your worth, and then ask for it
凯西·布朗: 认清你的价值，要求相应的报酬
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你的老板应该没有支付你应得的薪水——他们支付的是他们认可的你的价值。来学习了解如何塑造他们的想法吧。定价咨询师凯西·布朗分享的故事和经验可以帮你学习如何更好地传达你的价值并为你的优秀赢得相应报酬。
Casey Brown - Pricing consultant
Casey Brown wants people to be paid well for their excellence. Full bio
Casey Brown wants people to be paid well for their excellence. Full bio
Double-click the English transcript below to play the video.
00:12
No one will ever pay you
what you're worth.
what you're worth.
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没有人会为你的价值买单。
00:17
No one will ever pay you
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永远没有人根据你的价值
00:20
what you're worth.
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来支付你的薪酬。
00:23
They'll only ever pay you
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他们只按自己所认可的
00:25
what they think you're worth.
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你的价值支付你薪酬。
你能控制他们的想法，
00:28
And you control their thinking,
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但不是这样控制的，
00:31
not like this,
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尽管那样很赞。
00:33
although that would be cool.
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（笑声）
00:34
(Laughter)
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能那样可太赞了。
00:36
That would be really cool.
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00:39
Instead, like this:
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然而，实际上应该这样做：
清楚地定义并传达自己的价值
对于为自己的优秀
对于为自己的优秀
00:41
clearly defining and communicating
your value are essential
your value are essential
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赢得等价回报是十分重要的。
00:46
to being paid well for your excellence.
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在座有人想要优厚的工资吗？
00:48
Anyone here want to be paid well?
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00:51
OK, good,
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嗯，很好，
那么这个演讲适用于每一位。
00:52
then this talk is for everyone.
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00:55
It's got universal applicability.
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这个方法具有普适性。
无论你是老板，还是雇员，
00:57
It's true if you're a business owner,
if you're an employee,
if you're an employee,
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也许你正在找工作，
01:00
if you're a job seeker.
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无论你是男是女，都适用。
01:02
It's true if you're a man or a woman.
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01:04
Now, I approach this today through
the lens of the woman business owner,
the lens of the woman business owner,
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今天，我会从女性公司
老板的视角来阐述，
老板的视角来阐述，
因为我在工作中观察到
女性的价值相比男性被低估的更多。
女性的价值相比男性被低估的更多。
01:08
because in my work I've observed
that women underprice more so than men.
that women underprice more so than men.
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男女不同酬在美国很普遍。
01:12
The gender wage gap is
a well-traveled narrative in this country.
a well-traveled narrative in this country.
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根据劳动局的统计，
01:15
According to the Bureau
of Labor Statistics,
of Labor Statistics,
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男性每赚1美元，
,女性只能赚到0.83美元。
,女性只能赚到0.83美元。
01:17
a woman employee earns just 83 cents
for every dollar a man earns.
for every dollar a man earns.
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01:23
What may surprise you
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令人惊讶的是，
这种形势也延伸到了创业圈。
01:24
is that this trend continues
even into the entrepreneurial sphere.
even into the entrepreneurial sphere.
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男老板赚1美元时，
女老板只赚0.8美元。
女老板只赚0.8美元。
01:28
A woman business owner earns just
80 cents for every dollar a man earns.
80 cents for every dollar a man earns.
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在我的工作中，常听到女性说，
01:33
In my work, I've often heard women express
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她们不太喜欢讨论自己的价值，
01:35
that they're uncomfortable
communicating their value,
communicating their value,
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尤其是在创业初期。
01:38
especially early on in business ownership.
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01:41
They say things like,
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她们会说：
“我不喜欢自吹自擂。”
01:43
"I don't like to toot my own horn."
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“我宁愿用工作成绩说话。”
01:46
"I'd rather let the work
speak for itself."
speak for itself."
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“我不喜欢自夸。”
01:49
"I don't like to sing my own praises."
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但男老板的说法就大不同。
01:51
I hear very different narratives
in working with male business owners,
in working with male business owners,
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我认为，就是这些差异
使女性比男性少赚了20%。
使女性比男性少赚了20%。
01:55
and I think this difference
is costing women 20 cents on the dollar.
is costing women 20 cents on the dollar.
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我来说一个顾问公司的故事，
01:59
I'd like to tell you the story
of a consulting firm
of a consulting firm
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这家公司帮助客户大幅提升利润，
02:02
that helps their clients
dramatically improve their profitability.
dramatically improve their profitability.
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而这家公司就是我的公司。
02:05
That company is my company.
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在我的公司运行1年后，
我看到了客户通过与我合作
我看到了客户通过与我合作
02:07
After my first year in business,
I saw the profit increases
I saw the profit increases
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实现的利润增长。
02:11
that my clients were realizing
in working with me,
in working with me,
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我觉得应该重新评估一下我的报价了。
02:14
and I realized that I needed
to reevaluate my pricing.
to reevaluate my pricing.
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与我提供的服务相比，
我的收费太低。
我的收费太低。
02:17
I was really underpriced
relative to the value I was delivering.
relative to the value I was delivering.
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这有点尴尬，因为本人就是定价顾问。
02:21
It's hard for me to admit to you,
because I'm a pricing consultant.
because I'm a pricing consultant.
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（笑声）
02:25
(Laughter)
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这就是我的工作；
02:27
It's what I do.
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02:28
I help companies price for value.
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我帮企业按价值定价格。
不管怎样，我注意到这问题了，
02:31
But nonetheless, it's what I saw,
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因此我仔细衡量了自己的收费与价值。
02:32
and so I sat down to evaluate my pricing,
evaluate my value,
evaluate my value,
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我问了自己几个关键价值问题：
02:37
and I did that
by asking key value questions.
by asking key value questions.
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02:41
What are my clients' needs
and how do I meet them?
and how do I meet them?
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我的客户需要什么？
我如何帮他们实现？
我如何帮他们实现？
对客户来说，我与别人相比
独特的专长是什么？
独特的专长是什么？
02:43
What is my unique skill set that makes me
better qualified to serve my clients?
better qualified to serve my clients?
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我提供的什么服务是独一无二的？
02:48
What do I do that no one else does?
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我为客户解决了哪些问题？
02:51
What problems do I solve for clients?
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为客户的公司增加了多大价值？
02:53
What value do I add?
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我回答了这些问题，
02:56
I answered these questions
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从而明确算出客户因为
我提供的服务而获得的价值，
我提供的服务而获得的价值，
02:58
and defined the value that my clients
get from working with me,
get from working with me,
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并算出客户的投资回报率。
03:02
calculated their return on investment,
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结果发现，我的收费应该加倍，
03:04
and what I saw was
that I needed to double my price,
that I needed to double my price,
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整整两倍。
03:07
double it.
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但我要坦白说，这吓到我了。
03:09
Now, I confess to you, this terrified me.
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我是这方面的专家，
但仍为此忐忑不安！
但仍为此忐忑不安！
03:14
I'm supposed to be the expert in this,
but I'm not cured.
but I'm not cured.
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我明知自己有这个价值，
03:17
I knew the value was there.
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我也说服自己值得这个价值，
03:19
I was convinced the value was there,
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但还是不敢相信。
03:21
and I was still scared out of my wits.
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如果没人愿意付这个价钱呢？
03:24
What if nobody would pay me that?
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如果客户说：这价格离谱了，
03:26
What if clients said, "That's ridiculous.
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你简直不可理喻！
03:28
You're ridiculous."
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我真的值这么高价吗？
03:30
Was I really worth that?
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03:33
Not my work, mind you, but me.
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这并不是工作的问题，
请注意，这是我自己的疑惑。
请注意，这是我自己的疑惑。
我值不值这么多钱？
03:36
Was I worth that?
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我是个单亲妈妈，
独自抚养两个漂亮的
独自抚养两个漂亮的
03:38
I'm the mother of two beautiful
little girls who depend upon me.
little girls who depend upon me.
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03:41
I'm a single mom.
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小姑娘。
如果公司失败了怎么办？
03:43
What if my business fails?
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如果我失败了怎么办？
03:45
What if I fail?
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03:48
But I know how to take my own medicine,
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但我知道如何解决自己的问题，
就用那些我开给客户的药方。
03:51
the medicine that I
prescribe to my clients.
prescribe to my clients.
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我做了功课，
03:53
I had done the homework.
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我清楚自己有这个价值。
03:55
I knew the value was there.
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所以当机会来临，
03:57
So when prospects came,
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04:00
I prepared the proposals
with the new higher pricing
with the new higher pricing
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我把准备好的提价方案
04:03
and sent them out
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发给客户，
并与客户探讨其中的价值。
04:04
and communicated the value.
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结果呢？
04:07
How's the story end?
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04:09
Clients continued to hire me
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客户不但继续与我合作，
还把我推荐给更多人，
我的生意还在。
我的生意还在。
04:11
and refer me and recommend me,
and I'm still here.
and I'm still here.
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04:16
And I share this story
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与你们分享这故事，
是因为疑惑与恐惧都是自然正常的。
04:17
because doubts and fears
are natural and normal.
are natural and normal.
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但这些都不决定你的价值，
04:20
But they don't define our value,
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也不应该制约我们赚钱的能力。
04:22
and they shouldn't limit
our earning potential.
our earning potential.
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04:27
I'd like to share another story,
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我还想分享另一个故事，
是一位女性如何学会
向他人传达自己的价值，
向他人传达自己的价值，
04:29
about a woman who learned
to communicate her value
to communicate her value
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进而找到自己的说话方式。
04:32
and found her own voice.
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04:34
She runs a successful
web development company
web development company
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她运营着一家成功的网站开发公司，
拥有多名员工。
04:37
and employs several people.
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04:39
When she first started her firm
and for several years thereafter,
and for several years thereafter,
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在创业初始以及之后几年，
她总说，自己有个
“小小的网站设计公司”。
“小小的网站设计公司”。
04:42
she would say, "I have
a little web design company."
a little web design company."
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她真的也这样对客户说：
04:46
She'd actually use
those words with clients.
those words with clients.
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“我有一家小小的网站设计公司。”
04:49
"I have a little web design company."
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通过这样的说法和其他细节，
04:52
In this and in many other small ways,
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她让潜在的客户、现有客户
轻视了她的公司，
轻视了她的公司，
04:54
she was diminishing her company
in the eyes of prospects and clients,
in the eyes of prospects and clients,
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也轻视了她自己。
04:58
and diminishing herself.
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05:01
It was really impacting her ability
to earn what she was worth.
to earn what she was worth.
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这影响到她应得的收入
以及真正的价值。
以及真正的价值。
我认为由于她的语言和方式，
05:05
I believe her language and her style
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表达着她自己也不相信
05:08
communicated that she didn't believe
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自己有能力挖掘价值。
05:10
she had much value to offer.
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05:13
In her own words, she was practically
giving her services away.
giving her services away.
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用她自己的说法，
她简直在赠送自己公司的服务。
她简直在赠送自己公司的服务。
所以她开始行动，
05:18
And so she began her journey
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负起向客户传达价值的责任，
05:20
to take responsibility
for communicating value to clients
for communicating value to clients
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并改变她的说话方式。
05:23
and changing her message.
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我与她分享了
05:26
One thing I shared with her
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一件非常重要的事：
05:28
is that it's so important
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找到自己的声音，
05:30
to find your own voice,
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一个对你而言，
准确且真实的声音。
准确且真实的声音。
05:31
a voice that's authentic and true to you.
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不用学你善于销售的嫂子，
05:33
Don't try to channel your sister-in-law
just because she's a great salesperson
just because she's a great salesperson
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也不用学特别会说笑话的邻居，
因为那都不是你。
因为那都不是你。
05:37
or your neighbor who tells a great joke
if that's not who you are.
if that's not who you are.
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试着放下“自吹自擂”的成见，
05:41
Give up this notion
that it's tooting your own horn.
that it's tooting your own horn.
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从对方的角度观察，
05:44
Make it about the other party.
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关注服务和价值的提升，
就不会觉得自夸。
就不会觉得自夸。
05:45
Focus on serving and adding value,
and it won't feel like bragging.
and it won't feel like bragging.
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你喜欢工作的哪部分？
05:50
What do you love about what you do?
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工作中什么事让你充满热情？
05:53
What excites you
about the work that you do?
about the work that you do?
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如果将这些联系起来，
必定会传递你的价值。
必定会传递你的价值。
05:55
If you connect with that, communicating
your value will come naturally.
your value will come naturally.
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于是她选择用自己最自然的方式，
06:00
So she embraced her natural style,
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找到自己的声音，
以及改变所传递的信息。
以及改变所传递的信息。
06:02
found her voice and changed her message.
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首先，她不再称自己
有家小小的网络设计公司。
有家小小的网络设计公司。
06:06
For one thing, she stopped calling herself
a little web design company.
a little web design company.
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她真的在信息沟通过程中
获得了很多力量。
获得了很多力量。
06:10
She really found a lot of strength
and power in communicating her message.
and power in communicating her message.
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06:15
She's now charging three times
as much for web design,
as much for web design,
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现在她的网页设计
收费是以前的三倍。
收费是以前的三倍。
而她的事业蒸蒸日上。
06:18
and her business is growing.
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她提起最近的一个会议，
06:20
She told me about a recent meeting
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一个蛮横难缠的客户，
06:22
with a gruff and sometimes
difficult client
difficult client
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在询问搜索引擎优化项目的进度。
06:24
who had called a meeting questioning
progress on search engine optimization.
progress on search engine optimization.
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06:29
She said in the old days,
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如果是以前，
这是她最害怕的会议。
06:30
that would have been
a really intimidating meeting for her,
a really intimidating meeting for her,
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但现在心态不同了，
06:33
but her mindset was different.
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她说自己准备好资料，
与客户坐下来，
与客户坐下来，
06:35
She said, she prepared the information,
sat down with the client,
sat down with the client,
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说这不是她自己的事，
不针对个人，
不针对个人，
06:38
said this isn't about me,
it's not personal,
it's not personal,
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而是与客户相关。
06:41
it's about the client.
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06:42
She took them through the data,
through the numbers,
through the numbers,
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她给客户展示所有资料和数据，
用她自己的声音和方式
阐述趋势和进度，
阐述趋势和进度，
06:46
laid out the trends and the progress
in her own voice and in her own way,
in her own voice and in her own way,
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用非常直接的方式说
“这些是我为贵公司做的工作。”
“这些是我为贵公司做的工作。”
06:50
but very directly said,
"Here's what we've done for you."
"Here's what we've done for you."
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客户调整一下坐姿，表示明白，
说：“好，我知道了。”
说：“好，我知道了。”
06:53
The client sat up and took notice,
and said, "OK, I got it."
and said, "OK, I got it."
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她是这样形容那个会议的：
06:57
And she said in describing that meeting,
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“我一点都不害怕或紧张，
06:59
"I didn't feel scared or panicky
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也不觉得渺小，
07:03
or small,
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07:05
which is how I used to feel.
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虽然我以前会这样感觉。
这次我觉得自己“很好，胸有成竹，
07:07
Instead I feel like, 'OK, I got this.
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我清楚自己的工作，我有信心。”
07:12
I know what I'm doing. I'm confident.'"
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07:17
Being properly valued is so important.
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能被正确的评价是很重要的。
从这件事可以看出，
07:20
You can hear in this story
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影响范围不但超出了金钱，
07:22
that the implications
range far beyond just finances
range far beyond just finances
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而且还进入了自尊自信的范畴。
07:25
into the realm of self-respect
and self-confidence.
and self-confidence.
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今天我分享了两个故事：
一个是确定自我价值；
一个是确定自我价值；
07:30
Today I've told two stories,
one about defining our value
one about defining our value
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另一个是传达自我价值。
07:33
and the other about
communicating our value,
communicating our value,
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这两个要素，
让我们意识到了自己赚钱的潜力。
让我们意识到了自己赚钱的潜力。
07:36
and these are the two elements
to realizing our full earning potential.
to realizing our full earning potential.
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这就是核心公式。
07:40
That's the equation.
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07:42
And if you're sitting
in the audience today
in the audience today
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如果今天坐在观众席的你，
07:45
and you're not being paid
what you're worth,
what you're worth,
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拿到的薪水与你的价值不等，
我欢迎你使用这个等式。
07:48
I'd like to welcome you
into this equation.
into this equation.
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07:50
Just imagine what life could be like,
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想象一下生活会怎样变化，
我们能更多地做些什么，
07:53
how much more we could do,
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我们能更多地回赠些什么，
07:54
how much more we could give back,
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能更多地为未来做出哪些计划，
07:57
how much more we could
plan for the future,
plan for the future,
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会发觉自己多踏实自信。
07:59
how validated and respected we would feel
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如果我们能够获得
与我们潜力相对应的收入，
与我们潜力相对应的收入，
08:02
if we could earn our full potential,
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实现自我最大的价值。
08:05
realize our full value.
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没有人会按你的价值买单。
08:08
No one will ever pay you
what you're worth.
what you're worth.
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他们只按自己认可的你的价值买单。
08:11
They'll only ever pay you
what they think you're worth,
what they think you're worth,
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但你可以掌控他们的i想法。
08:13
and you control their thinking.
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谢谢。
08:16
Thank you.
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（掌声）
08:17
(Applause)
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ABOUT THE SPEAKER
Casey Brown - Pricing consultantCasey Brown wants people to be paid well for their excellence.
Why you should listen
Casey Brown is a pricing geek and professional speaker. She leads an organization that helps companies improve profits through better pricing. She speaks at conferences, trade associations and networking groups around the world. She is on a mission to correct the injustice of underpricing.
With degrees in chemical engineering, Spanish and business -- and career experience in engineering, Six Sigma and pricing strategy -- Brown uses her expertise to help clients discover their true pricing power. She is fluent in Spanish and holds a US Patent for lightbulb technology she developed.
Brown volunteers more than 600 hours annually around the world, focused on meeting children's basic needs. She volunteers with Drop in the Bucket, a non-profit which drills wells in Africa, with Free to Smile, an organization dedicated to performing cleft lip and palate repair surgeries globally, and with First Descents, a group that provides life-changing outdoor adventures for cancer survivors.
Casey Brown | Speaker | TED.com