Know your worth, and then ask for it | Casey Brown

Translator: Kaisa-Kitri Niit Reviewer: Aari Lemmik

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

Keegi ei maksa sulle kunagi seda, mida sa väärt oled.

No one will ever pay you

Mitte keegi ei maksa mitte kunagi

what you're worth.

sellist tasu, mida sa väärid.

They'll only ever pay you

Sulle makstakse vaid nii palju,

what they think you're worth.

kui palju nemad arvavad, et sa väärt oled.

And you control their thinking,

Aga sina saad nende mõtlemist mõjutada,

not like this,

mitte küll lihtsalt nii,

although that would be cool.

kuigi see oleks väga lahe.

(Laughter)

(Naer)

That would be really cool.

See oleks täiega lahe.

Selle asemel tuleb teha nii:

Instead, like this:

selgelt defineerida ja kommunikeerida oma väärtus,

clearly defining and communicating your value are essential

et oma suurepärase töö eest ka head tasu saada.

to being paid well for your excellence.

Anyone here want to be paid well?

Kas keegi siin tahaks head palka saada?

Tore on.

OK, good,

Sel juhul kehtib minu sõnum siin kõigile.

then this talk is for everyone.

It's got universal applicability.

See kehtib universaalselt.

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

Kehtib nii firmaomanike kui töötajate kohta,

if you're a job seeker.

kehtib tööotsijate kohta,

It's true if you're a man or a woman.

kehtib ühtmoodi meeste ja naiste kohta.

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

Mina vaatan täna seda küsimust naisettevõtja silmade läbi,

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

sest minu kogemus on näidanud, et naised alahindavad end rohkem kui mehed.

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

Palgalõhe ei ole meie riigis võõras teema.

According to the Bureau of Labor Statistics,

Tööturu statistika näitab,

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

et naistöötaja teenib 83 senti iga dollari kohta, mida mehele makstakse.

What may surprise you

Üllatav on aga see,

is that this trend continues even into the entrepreneurial sphere.

et selline trend kehtib ka ettevõtjate puhul.

Ettevõtte omanikust naine saab 80 senti meesettevõtja teenitud dollari kohta.

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

In my work, I've often heard women express

Tööl kuulen sageli naisi ütlemas,

that they're uncomfortable communicating their value,

et neil on imelik enda väärtusest rääkida,

especially early on in business ownership.

eriti kui nad on algajad ettevõtjad.

They say things like,

Öeldakse pigem, et ei tahaks nagu ise oma saba kergitada

"I don't like to toot my own horn."

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

või et las tehtud töö räägib iseenda eest

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

või et mulle ei meeldi ennast kiita.

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

Mees-ettevõtjad räägivad hoopis teisiti

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

ja see erinevus maksabki naistele 20 senti iga dollari kohta.

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

Räägin teile loo ühest konsultatsioonifirmast,

that helps their clients dramatically improve their profitability.

mis aitab oma klientidel kasumlikkust hüppeliselt suurendada

That company is my company.

Jutt käib minu enda firmast.

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

Kui peale esimest tegevusaastat nägin

et mu klientide kasum kasvas jõudsalt.

that my clients were realizing in working with me,

and I realized that I needed to reevaluate my pricing.

Mõistsin, et mul tuleb oma hinnad ümber vaadata.

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

Ma küsisin ilmselt liiga madalt hinda võrreles tuluga, mida kliendid said.

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

Mul oli seda raske tunnistada, kuna olin ise hinnastamise ekspert.

(Laughter)

(Naer)

It's what I do.

See on ju minu töö,

I help companies price for value.

mina aitangi firmadel õiget hinda küsida.

But nonetheless, it's what I saw,

Sellegipoolest olin nüüd probleemi ees,

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

ja istusin maha, et üle vaadata oma hind ja panna paika väärtus.

and I did that by asking key value questions.

Selleks püüdsin vastata väärtuse hindamise põhiküsimustele.

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

Millised on mu klientide vajadused ja kuidas mina neid rahuldan?

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

Mida unikaalset on mul pakkuda, et just mina olen kliendi jaoks parim?

What do I do that no one else does?

Mis eristab mind teistest?

Milliseid kliendi probleeme ma lahendan?

What problems do I solve for clients?

What value do I add?

Millist lisaväärtust ma annan?

I answered these questions

Leidsin nendele küsimustele vastused,

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

panin paika oma väärtuse klientide jaoks,

arvutasin välja nende investeeringu tasuvuse

calculated their return on investment,

ja sain aru, et ma pean oma hinda kahekordistama.

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

double it.

Kahekordistama.

Now, I confess to you, this terrified me.

Jah, tunnistan, et see kohutas mind.

Peaksin ju olema valdkonna ekspert, kuid ometi kõhklesin.

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

I knew the value was there.

Ma teadsin, et pakun midagi väärtuslikku.

I was convinced the value was there,

Olin veendunud, et asi on seda väärt,

and I was still scared out of my wits.

aga sellegipoolest kõhklesin väga.

What if nobody would pay me that?

Mis siis, kui keegi pole nõus maksma?

What if clients said, "That's ridiculous.

Mis siis, kui kliendid ütlevad, et see on naeruväärne?

You're ridiculous."

Et mina olen naeruväärne.

Was I really worth that?

Kas asi ikka on seda väärt?

Not my work, mind you, but me.

Mitte mu töö, vaid ma ise.

Kas mina olen seda väärt?

Was I worth that?

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

Olen kahe imetoreda tütre ema, kes minust sõltuvad.

I'm a single mom.

Olen üksikema.

Mis siis, kui mu äri kõrbeb?

What if my business fails?

Mis saab, kui ma ebaõnnestun?

What if I fail?

Aga ma tean, millist rohtu tuleb võtta,

But I know how to take my own medicine,

the medicine that I prescribe to my clients.

seda sama, mida oma klientidele soovitan.

I had done the homework.

Olin kodutöö ära teinud.

Teadsin, et pakun väärt asja.

I knew the value was there.

So when prospects came,

Nii et kui tulid sisse päringud,

I prepared the proposals with the new higher pricing

siis tegingi oma pakkumised uue ja kõrgema hinnaga

and sent them out

ja saatsin need laiali,

and communicated the value.

et kõigile oleks mu väärtus teada.

Millega lugu lõppes?

How's the story end?

Clients continued to hire me

Kliendid jätkasid koostööd,

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

soovitasid mind teistelegi ja olen endiselt siin.

And I share this story

Jagan teiega seda lugu,

because doubts and fears are natural and normal.

sest kõhklused ja kartused on igati loomulikud.

But they don't define our value,

Kuid need ei saa määrata meie väärtust

and they shouldn't limit our earning potential.

ja ei tohiks piirata teenimispotentsiaali.

Räägiksin veel ühe loo

I'd like to share another story,

ühest naisest, kes õppis oma väärtust välja näitama

about a woman who learned to communicate her value

ja leidis oma tee.

and found her own voice.

She runs a successful web development company

Praegu juhib ta edukat arendusfirmat

ja annab tööd mitmele inimesele.

and employs several people.

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

Kui ta oma firmaga alustas, siis rääkis ta mitmeid aastaid,

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

et mul on väike veebikujundusäri.

She'd actually use those words with clients.

Täpselt nii ta oma klientidele ütles.

"I have a little web design company."

"Mul on väike veebikujundusäri."

In this and in many other small ways,

Sel moel vähendas ta oma firma väärtust

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

potentsiaalsete ja olemasolevate klientide silmis,

and diminishing herself.

ja vähendas ka enda väärtust.

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

See mõjutas aga võimet teenida, mis ta väärt oli.

I believe her language and her style

See, kuidas ta ennast väljendas jättis teistele mulje,

communicated that she didn't believe

et ega ta ise ka ei arvanud, et tal midagi väärtuslikku pakkuda oleks.

she had much value to offer.

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

Enda sõnul pakkus ta oma teenuseid praktiliselt tasuta.

And so she began her journey

Aga siis võttis ta end kätte,

ja hakkas tegelema sellega, et teistele enda väärtust teadvustada

to take responsibility for communicating value to clients

and changing her message.

ja muuta oma sõnumit.

Rääkisin talle,

One thing I shared with her

is that it's so important

kui oluline on leida eneseväljenduse viis,

to find your own voice,

a voice that's authentic and true to you.

mis oleks isikupärane ja väljendaks tõelist mina.

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

Pole vaja jäljendada oma vennanaist, kes on suurepärane müügiinimene

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

või naabrit, kel on head naljad, kui see pole teie loomuses.

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

Ärge võtke seda kui enda saba kergitamist,

Make it about the other party.

mõelge, et teete seda kellegi teise jaoks.

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

Võtke seda kui abistamist ja andmist, nii ei tundu see kiitlemisena.

What do you love about what you do?

Mida te oma tegemiste juures tõeliselt armastate?

What excites you about the work that you do?

Mis teid oma töös köidab?

If you connect with that, communicating your value will come naturally.

Kui suudate seda nii mõelda, on lihtne seda ka teistele edasi anda.

So she embraced her natural style,

Mu sõber kasutas loomulikku lähenemist,

found her voice and changed her message.

leidis oma isikupärase viisi ja muutis oma sõnumit.

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

Esiteks lõpetas ta oma firma kutsumise väikeseks veebidisainiäriks.

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

Asja teisiti serveerides sai ta kõvasti innustust ja hoogu.

Praegu küsib ta oma teenuste eest kolm korda rohkem

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

ja tema ettevõte kasvab.

and her business is growing.

She told me about a recent meeting

Ta rääkis, kuidas tal oli olnud kohtumine

with a gruff and sometimes difficult client

ühe suhteliselt raske kliendiga,

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

kes tahtis selgitusi, kuidas edeneb otsingumootori optimiseerimine.

She said in the old days,

Ta ütles, et varem oleks ta olnud selle kohtumise pärast kohutavalt stressis,

that would have been a really intimidating meeting for her,

aga nüüd vaatas ta asjale hoopis teisiti.

but her mindset was different.

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

Ta valmistas end kohtumiseks ette, istus koos kliendiga maha,

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

ütles endale, et asi pole mitte minus, see pole midagi isiklikku,

it's about the client.

kliendil on lihtsalt mure.

She took them through the data, through the numbers,

Ta näitas ja selgitas andmeid ja numbreid,

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

tõi välja trendid ja edasiminekud nii nagu tema seda nägi

ja ütles otse välja, et see on see, mida me teie jaoks teinud oleme.

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

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

Klient tõusis ja ütles, "OK, arusaadav!"

And she said in describing that meeting,

Kui ta kohtumisest rääkis, siis ütles ta,

"I didn't feel scared or panicky

et ta ei tundnud hirmu ega paanikat, ega tähtsusetust,

or small,

which is how I used to feel.

nii nagu ta oli varem tundunud.

Instead I feel like, 'OK, I got this.

"Selle asemel tundsin end kindlalt,

tundsin, et tean, mida ma räägin ja teen.”

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

Being properly valued is so important.

Enda adekvaatne hindamine on nii oluline.

You can hear in this story

See lugu näitab,

that the implications range far beyond just finances

et sel on palju suurem mõju kui pelgalt rahaline aspekt,

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

see mõjutab enesekindlust ja -usaldust.

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

Olen teile täna rääkinud kaks lugu, ühe oma väärtuse defineerimisest,

and the other about communicating our value,

ja teise sellest, kuidas seda kommunikeerida.

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

Nendest kahest olenebki, kas suudate realiseerida oma teenimispotensiaali.

That's the equation.

Selline ongi edu valem.

And if you're sitting in the audience today

Kui oled täna siin publiku hulgas

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

ja sa ei teeni seda, mida vääriksid,

I'd like to welcome you into this equation.

siis kutsun sind seda valemit kasutama.

Just imagine what life could be like,

Kujuta lihtsalt ette,

how much more we could do,

kui palju rohkem suudaksime ära teha,

how much more we could give back,

kui palju rohkem endast anda,

how much more we could plan for the future,

kui palju enam tuleviku heaks kavandada,

how validated and respected we would feel

kui tunnustatud ja hinnatuna end tunneksime,

if we could earn our full potential,

kui suudaksime realiseerida oma täieliku potentsiaali,

realize our full value.

kasutada ära oma tegeliku väärtuse.

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

Keegi ei maksa teile kunagi seda, mida te väärt olete.

Teile makstakse ainult nii palju, kui arvatakse, et te väärite

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

and you control their thinking.

ja teie saate teiste mõtlemist mõjutada.

Thank you.

Aitäh!

(Applause)

(Aplaus)