TEDxColumbusWomen
Casey Brown: Know your worth, and then ask for it
凱西·布朗 (Casey Brown): 認清你的價值，爭取應有的價格
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你的老闆不會依據你的價值來支付薪水，他們只會以他們的想法來支付你薪水。
讓我們學學如何改變老闆們的想法。定價顧問凱西·布朗分享幾則故事，幫助我們學習如何有效地溝通自我價值，讓自己出色的表現能有相對應的價格。
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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從沒人會依據你的價值來支付薪水。
00:17
No one will ever pay you
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沒有人會以你的價值，
00:20
what you're worth.
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來付給你薪水。
00:23
They'll only ever pay you
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他們只會以他自己的想法，
00:25
what they think you're worth.
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來付給你薪水。
00:28
And you control their thinking,
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但你能控制他們的想法。
00:31
not like this,
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不像這樣，
雖然這樣很酷。
00:33
although that would be cool.
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( 笑聲 )
00:34
(Laughter)
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00:36
That would be really cool.
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真的很酷。
00:39
Instead, like this:
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反而應該這樣做：
00:41
clearly defining and communicating
your value are essential
your value are essential
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透過明確的定義和溝通，
讓他們理解你的價值，
讓他們理解你的價值，
為自己卓越的表現，
爭取更好的待遇，這樣才對。
爭取更好的待遇，這樣才對。
00:46
to being paid well for your excellence.
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00:48
Anyone here want to be paid well?
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有誰想要獲得高薪呢？
00:51
OK, good,
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很好，
00:52
then this talk is for everyone.
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那這個演講是給大家聽的。
00:55
It's got universal applicability.
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全世界適用。
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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不論你是企業老闆或雇員，
01:00
if you're a job seeker.
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或是求職者；
01:02
It's true if you're a man or a woman.
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不論你是男是女。
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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今天我用女性
企業老闆的角度來剖析，
企業老闆的角度來剖析，
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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因為我在工作中發現，
女性比男性更容易被低估薪水。
女性比男性更容易被低估薪水。
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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男女薪水差異在美國非常常見。
01:15
According to the Bureau
of Labor Statistics,
of Labor Statistics,
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根據勞動局的統計，
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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比起男性雇員，
女性雇員的薪水只有前者的 83% 。
女性雇員的薪水只有前者的 83% 。
01:23
What may surprise you
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讓你驚訝的是，
01:24
is that this trend continues
even into the entrepreneurial sphere.
even into the entrepreneurial sphere.
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就連創業階段也是這樣。
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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男老闆每賺到 1 美元時，
女老闆卻只能賺到 80 分。
女老闆卻只能賺到 80 分。
01:33
In my work, I've often heard women express
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在我的職場裡，常聽到女性會說，
01:35
that they're uncomfortable
communicating their value,
communicating their value,
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她們不太喜歡討論自己的價值，
01:38
especially early on in business ownership.
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尤其是在創業初期。
01:41
They say things like,
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她們會說：
01:43
"I don't like to toot my own horn."
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「我不愛自誇。」
01:46
"I'd rather let the work
speak for itself."
speak for itself."
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「我寧願用工作來證明自己。」
01:49
"I don't like to sing my own praises."
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「我不喜歡吹捧自己。」
01:51
I hear very different narratives
in working with male business owners,
in working with male business owners,
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但我從男性企業家那，
卻聽到非常不同的說法。
卻聽到非常不同的說法。
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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我認為，就因為這些差異，
讓女性比男性少賺 20%。
讓女性比男性少賺 20%。
01:59
I'd like to tell you the story
of a consulting firm
of a consulting firm
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讓我來說個顧問公司的故事。
02:02
that helps their clients
dramatically improve their profitability.
dramatically improve their profitability.
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這公司顯著提升了其客戶的獲利，
02:05
That company is my company.
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這就是我的公司。
02:07
After my first year in business,
I saw the profit increases
I saw the profit increases
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在我創業 1 年後，
我注意到獲利成長，
我注意到獲利成長，
02:11
that my clients were realizing
in working with me,
in working with me,
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客戶也了解，
跟我合作下才有此成果。
跟我合作下才有此成果。
02:14
and I realized that I needed
to reevaluate my pricing.
to reevaluate my pricing.
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我發現是該重新評估自己的報價。
02:17
I was really underpriced
relative to the value I was delivering.
relative to the value I was delivering.
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與我提供的服務相比，
我的確太過便宜。
我的確太過便宜。
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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有點難跟你承認，
因為我是個定價顧問。
因為我是個定價顧問。
02:25
(Laughter)
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( 笑聲 )
02:27
It's what I do.
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這就是我的工作；
02:28
I help companies price for value.
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我幫企業的價值訂定價格。
02:31
But nonetheless, it's what I saw,
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儘管如此，我注意到了，
02:32
and so I sat down to evaluate my pricing,
evaluate my value,
evaluate my value,
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所以我好好衡量了自己的
收費和價值。
收費和價值。
02:37
and I did that
by asking key value questions.
by asking key value questions.
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我對自己提出幾個關鍵價值的問題：
02:41
What are my clients' needs
and how do I meet them?
and how do I meet them?
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我的客戶需要什麼？
我要如何達成他們的目的？
我要如何達成他們的目的？
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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對客戶來說，我有什麼特殊的專長，
讓我比別人更勝任？
讓我比別人更勝任？
02:48
What do I do that no one else does?
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我能提供什麼別人沒有的服務？
02:51
What problems do I solve for clients?
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我為客戶解決了哪些問題？
02:53
What value do I add?
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為其公司增添了多少價值？
02:56
I answered these questions
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我回答了這些問題，
02:58
and defined the value that my clients
get from working with me,
get from working with me,
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也明確地算出客戶
與我合作後新增的價值，
與我合作後新增的價值，
03:02
calculated their return on investment,
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並算出他們的投資報酬率。
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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結果發現，我該收雙倍的價錢。
03:07
double it.
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整整雙倍。
03:09
Now, I confess to you, this terrified me.
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現在，我卻要向你們坦承，
這件事讓我非常恐懼。
這件事讓我非常恐懼。
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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我是這方面的專家，
但為此仍是忒忑不安！
但為此仍是忒忑不安！
03:17
I knew the value was there.
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我知道自己有這個價值。
03:19
I was convinced the value was there,
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我也被自己說服有這個價值了，
03:21
and I was still scared out of my wits.
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但是我還是不敢相信這一切。
03:24
What if nobody would pay me that?
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如果沒人願意付我這樣的錢呢？
03:26
What if clients said, "That's ridiculous.
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又如果客戶說：
「這價格太不思議了。」
「這價格太不思議了。」
03:28
You're ridiculous."
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「妳簡直不可理喻！」
03:30
Was I really worth that?
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我真的值這麼多嗎？
03:33
Not my work, mind you, but me.
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這並非工作的問題，
注意，這是我自己的疑問。
注意，這是我自己的疑問。
03:36
Was I worth that?
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我值得這樣的價格嗎？
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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我是個單親媽媽，
獨自撫養兩個美麗的小女孩。
獨自撫養兩個美麗的小女孩。
03:41
I'm a single mom.
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03:43
What if my business fails?
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如果我經商失敗了？
03:45
What if I fail?
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如果我失敗了？
03:48
But I know how to take my own medicine,
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但我知道該服用自己開的藥，
03:51
the medicine that I
prescribe to my clients.
prescribe to my clients.
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那些我開給客戶的藥。
03:53
I had done the homework.
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我已做了功課，
03:55
I knew the value was there.
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我知道有這價值。
03:57
So when prospects came,
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所以當機會來臨，
04:00
I prepared the proposals
with the new higher pricing
with the new higher pricing
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我把已準備好、更貴的
新價提案寄給他們，
新價提案寄給他們，
04:03
and sent them out
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04:04
and communicated the value.
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並跟他們討論其中的價值。
04:07
How's the story end?
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結果如何呢？
04:09
Clients continued to hire me
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客戶不但繼續跟我續約，
04:11
and refer me and recommend me,
and I'm still here.
and I'm still here.
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還推薦給其他人，我仍然在業界。
04:16
And I share this story
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跟你們分享這故事，
04:17
because doubts and fears
are natural and normal.
are natural and normal.
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因為懷疑和害怕都很自然正常。
04:20
But they don't define our value,
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但這些都不能定義你的價值，
04:22
and they shouldn't limit
our earning potential.
our earning potential.
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也不能制約了我們的賺錢能力。
04:27
I'd like to share another story,
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我還想分享另一個故事，
04:29
about a woman who learned
to communicate her value
to communicate her value
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是一位女性學習
與他人溝通她的自我價值，
與他人溝通她的自我價值，
04:32
and found her own voice.
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進而發現自我的聲音。
04:34
She runs a successful
web development company
web development company
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她經營一家成功的網站開發公司，
04:37
and employs several people.
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也有幾名員工。
04:39
When she first started her firm
and for several years thereafter,
and for several years thereafter,
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她開了自己的公司，然後再過幾年，
04:42
she would say, "I have
a little web design company."
a little web design company."
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她稱自己有間
「小小的網站設計公司。」
「小小的網站設計公司。」
04:46
She'd actually use
those words with clients.
those words with clients.
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她真的這樣對客戶介紹：
04:49
"I have a little web design company."
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「我有間小小的網站設計公司。」
無論是從這或其他小地方，
04:52
In this and in many other small ways,
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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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她讓潛在的客戶、現有的客戶
貶低了她的公司，
貶低了她的公司，
04:58
and diminishing herself.
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也藐視了她自己。
05:01
It was really impacting her ability
to earn what she was worth.
to earn what she was worth.
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這影響到她應得的收入
和她真正的價值。
和她真正的價值。
05:05
I believe her language and her style
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我認為是因為她用的語言和方式，
05:08
communicated that she didn't believe
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都表示連她自己也不信，
05:10
she had much value to offer.
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自己有這樣的價值。
05:13
In her own words, she was practically
giving her services away.
giving her services away.
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她這樣說，
簡直是賤賣了自己公司的服務。
簡直是賤賣了自己公司的服務。
05:18
And so she began her journey
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所以她開始一個名為
05:20
to take responsibility
for communicating value to clients
for communicating value to clients
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「負責對客戶傳遞價值」的計畫，
05:23
and changing her message.
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以及改變她所傳遞的訊息。
05:26
One thing I shared with her
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我與她分享一件
05:28
is that it's so important
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非常重要的事：
05:30
to find your own voice,
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找出自己的聲音，
一個對你而言，確切且真實的聲音。
05:31
a voice that's authentic and true to you.
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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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不用學你的嫂嫂，
只因她是很好的銷售人員；
只因她是很好的銷售人員；
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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或是那位很會說笑話的鄰居，
因為那都不是你。
因為那都不是你。
05:41
Give up this notion
that it's tooting your own horn.
that it's tooting your own horn.
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試著放下「自吹自擂」的成見，
05:44
Make it about the other party.
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從對方的角度著眼。
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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著重在服務和價值的提升，
就不會覺得自誇。
就不會覺得自誇。
05:50
What do you love about what you do?
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你喜歡工作裡的哪些事?
05:53
What excites you
about the work that you do?
about the work that you do?
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工作中哪些事讓你充滿幹勁？
05:55
If you connect with that, communicating
your value will come naturally.
your value will come naturally.
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若能連結這些，
必能自然而然傳遞你的價值。
必能自然而然傳遞你的價值。
06:00
So she embraced her natural style,
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她選擇用自己最自然的方式，
06:02
found her voice and changed her message.
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找到自己的聲音，
以及改變傳遞的訊息。
以及改變傳遞的訊息。
06:06
For one thing, she stopped calling herself
a little web design company.
a little web design company.
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其一，她不再稱自己
是家小小的網路設計公司。
是家小小的網路設計公司。
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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她真的在溝通訊息中
找到許多力量。
找到許多力量。
06:15
She's now charging three times
as much for web design,
as much for web design,
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如今她的網頁設計，
收費是以前的三倍。
收費是以前的三倍。
06:18
and her business is growing.
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她的事業正在成長。
06:20
She told me about a recent meeting
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她提到一個近期的會議，
06:22
with a gruff and sometimes
difficult client
difficult client
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一個蠻橫、有時又難搞的客戶，
06:24
who had called a meeting questioning
progress on search engine optimization.
progress on search engine optimization.
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在問搜尋引擎優化的進度。
06:29
She said in the old days,
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若是從前，
06:30
that would have been
a really intimidating meeting for her,
a really intimidating meeting for her,
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這必定是讓她極為害怕的會議。
06:33
but her mindset was different.
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但她心態已然不同，
06:35
She said, she prepared the information,
sat down with the client,
sat down with the client,
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她說自己準備了資料，
坐下與客戶談。
坐下與客戶談。
06:38
said this isn't about me,
it's not personal,
it's not personal,
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這並非針對她，也不對她個人，
06:41
it's about the client.
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而是與客戶相關。
06:42
She took them through the data,
through the numbers,
through the numbers,
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她帶客戶看過所有資料和數據，
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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用她自己的聲音和方式
闡述趨勢和進度，
闡述趨勢和進度，
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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用非常直接的方式說
「這些是我為貴公司做到的。」
「這些是我為貴公司做到的。」
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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客戶調整一下姿勢，表示注意到，
就說：「好，我知道了。」
就說：「好，我知道了。」
06:57
And she said in describing that meeting,
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她是這樣形容此會議的：
06:59
"I didn't feel scared or panicky
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「我一點都不覺得害怕或緊張，
07:03
or small,
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也不覺得渺小，
07:05
which is how I used to feel.
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這些都是我以前的感覺。
07:07
Instead I feel like, 'OK, I got this.
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這次我覺得自己很好且胸有成竹，
07:12
I know what I'm doing. I'm confident.'"
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我知道自己在做什麼，我有信心。」
07:17
Being properly valued is so important.
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能被正確的評量是非常重要的。
07:20
You can hear in this story
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從這故事能得知，
07:22
that the implications
range far beyond just finances
range far beyond just finances
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影響範圍不但超出了金錢，
07:25
into the realm of self-respect
and self-confidence.
and self-confidence.
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而是進入了自尊和自信的範疇。
07:30
Today I've told two stories,
one about defining our value
one about defining our value
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今天我講了兩則故事：
一則是奠定自我價值；
一則是奠定自我價值；
07:33
and the other about
communicating our value,
communicating our value,
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另一則是傳達自我價值。
07:36
and these are the two elements
to realizing our full earning potential.
to realizing our full earning potential.
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這兩個要素，
讓我們了解自己的價值，
讓我們了解自己的價值，
07:40
That's the equation.
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它是個算式。
07:42
And if you're sitting
in the audience today
in the audience today
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如果今天坐在觀眾席的你，
07:45
and you're not being paid
what you're worth,
what you're worth,
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沒拿到與你等值的薪水，
07:48
I'd like to welcome you
into this equation.
into this equation.
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我歡迎你帶入這個算式。
07:50
Just imagine what life could be like,
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想像一下生活會變得怎樣，
07:53
how much more we could do,
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我們能多做些什麼，
07:54
how much more we could give back,
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我們能多回饋些什麼，
07:57
how much more we could
plan for the future,
plan for the future,
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能為未來多做哪些計畫，
07:59
how validated and respected we would feel
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會對自己感到多麼踏實和自信。
08:02
if we could earn our full potential,
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如果我們能夠獲得
與能力相對應的收入，
與能力相對應的收入，
08:05
realize our full value.
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實現自我最大的價值。
08:08
No one will ever pay you
what you're worth.
what you're worth.
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從沒人會依據你的價值來支付薪水。
08:11
They'll only ever pay you
what they think you're worth,
what they think you're worth,
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他們只會給你，他們認為的價格。
08:13
and you control their thinking.
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但你可以掌控他們的想法。
08:16
Thank you.
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謝謝。
08:17
(Applause)
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( 掌聲 )
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