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

Prevoditelj: Jasna Matek Recezent: Ivan Stamenković

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

Nitko vam neće platiti koliko vrijedite.

No one will ever pay you

Nitko vam nikad neće platiti

what you're worth.

onoliko koliko vrijedite.

They'll only ever pay you

Platit će vam samo

what they think you're worth.

koliko misle da vrijedite.

And you control their thinking,

Upravljate njihovim mišljenjem.

not like this,

Ne ovako,

although that would be cool.

iako bi to bilo odlično.

(Laughter)

(Smijeh)

That would be really cool.

To bi bilo stvarno super.

Instead, like this:

Nego, ovako:

clearly defining and communicating your value are essential

jasno definiranje i komuniciranje vaše vrijednosti je osnova

to being paid well for your excellence.

za dobro plaćanje vaše izvrsnosti.

Anyone here want to be paid well?

Želi li itko tu biti dobro plaćen?

OK, good,

U redu,

then this talk is for everyone.

onda je ovaj razgovor za sve.

It's got universal applicability.

Univerzalno je primjenjiv.

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

Istina je ako ste vlasnik poduzeća, ako ste zaposlenik,

if you're a job seeker.

ako tražite posao.

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

Istina je ako ste muškarac ili žena.

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

Pristupit ću ovome danas kao žena koja posjeduje poduzeće,

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

jer u svome poslu primjećujem da žene nisu jednako plaćene kao muškarci.

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

Nesrazmjer plaća i spolova je dobro poznata tema u državi.

According to the Bureau of Labor Statistics,

Prema Zavodu za statistiku rada,

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

za svaki dolar koji muškarac zaradi, žena zaradi samo 83 centa.

What may surprise you

Ono što vas možda začudi

is that this trend continues even into the entrepreneurial sphere.

je da se taj trend širi i na poduzetničku sferu.

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

Vlasnica poduzeća zaradi samo 80 centi u odnosu na muškarca.

In my work, I've often heard women express

U svome poslu, često čujem kako ženama nije ugodno

that they're uncomfortable communicating their value,

iskomunicirati svoju vrijednost,

especially early on in business ownership.

pogotovo na samom početku poduzetništva.

They say things like,

Kažu nešto poput,

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

"Ne volim se hvaliti."

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

"Nek' posao priča sam za sebe."

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

"Ne volim sama sebe hvaliti."

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

U dodiru s muškim vlasnicima poduzeća čujem bitno drugačije priče

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

i mislim da ta razlika košta žene 20 centi po dolaru.

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

Želim vam ispričati priču o savjetničkoj tvrtki

that helps their clients dramatically improve their profitability.

koja pomaže klijentima bitno promijeniti njihovu profitabilnost.

That company is my company.

Ta tvrtka je moja tvrtka.

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

Nakon prve godine u poslu, primjetila sam da su moji klijenti

that my clients were realizing in working with me,

surađujući samnom zarađivali više

and I realized that I needed to reevaluate my pricing.

i shvatila sam da moram preispitati svoje cijene.

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

Bila sam zbilja potplaćena u odnosu na vrijednost posla.

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

Teško mi je to priznati jer radim kao savjetnica rada.

(Laughter)

(Smijeh)

It's what I do.

To je ono čime se bavim.

I help companies price for value.

Pomažem tvrtkama odrediti cijene.

But nonetheless, it's what I saw,

U svakom slučaju, to sam vidjela,

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

pa sam počela procjenjivati svoje cijene, svoju vrijednost,

and I did that by asking key value questions.

a to sam činila postavljajući pitanja ključne vrijednosti.

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

Koje su potrebe mojih klijenata i kako da ih zadovoljim?

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

Koje su moje jedinstvene vještine koje me čine kvalificiranom da im služim?

What do I do that no one else does?

Što to ja činim što drugi ne čine?

What problems do I solve for clients?

Koje probleme rješavam klijentima?

What value do I add?

Kakvu vrijednost dodajem?

I answered these questions

Odgovorila sam na ta pitanja

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

i odredila vrijednost koju moji klijenti dobiju u suradnji samnom,

calculated their return on investment,

izračunala sam njihov povrat investicije

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

i uvidjela da moram udvostručiti svoju cijenu.

double it.

Udvostručiti je.

Now, I confess to you, this terrified me.

Priznajem, to me užasnulo.

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

Trebala bih biti stručnjakinja, no nisam si mogla pomoći.

I knew the value was there.

Znala sam da je vrijednost tu.

I was convinced the value was there,

Bila sam uvjerena da je vrijednost tu,

and I was still scared out of my wits.

a ipak sam bila nasmrt prestrašena.

What if nobody would pay me that?

Što ako mi nitko ne bude htio platiti?

What if clients said, "That's ridiculous.

Što ako klijenti kažu, "To je suludo.

You're ridiculous."

Vi ste ludi."

Was I really worth that?

Jesam li stvarno toliko vrijedila?

Not my work, mind you, but me.

Ne moj rad, nego ja.

Was I worth that?

Jesam li vrijedila toliko?

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

Majka sam dviju predivnih curica koje ovise o meni.

I'm a single mom.

Samohrana majka.

What if my business fails?

Što ako moj posao propadne?

What if I fail?

Što ako ja propadnem?

But I know how to take my own medicine,

No, znam poslušati vlastiti savjet,

the medicine that I prescribe to my clients.

savjet koji dajem svojim klijentima.

I had done the homework.

Uradila sam svoju zadaću.

I knew the value was there.

Znala sam da je vrijednost tu.

So when prospects came,

Kad su stigli potencijalni klijenti

I prepared the proposals with the new higher pricing

pripremila sam prijedloge s novim cijenama,

and sent them out

poslala ih

and communicated the value.

i iznijela vrijednost.

How's the story end?

Kako priča završava?

Clients continued to hire me

Klijenti su me nastavljali zapošljavati,

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

obraćati mi se i preporučivati me i još sam tu.

And I share this story

Dijelim ovu priču s vama

because doubts and fears are natural and normal.

jer sumnje i strahovi su prirodni i normalni.

But they don't define our value,

No, oni ne definiraju našu vrijednost

and they shouldn't limit our earning potential.

i ne bi trebali ograničavati potencijalnu zaradu.

I'd like to share another story,

Želim vam ispričati još jednu priču

about a woman who learned to communicate her value

o ženi koja je naučila izreći svoju vrijednost

and found her own voice.

pa je našla svoj glas.

She runs a successful web development company

Vodi uspješnu tvrtku web razvoja

and employs several people.

i ima nekoliko zaposlenika.

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

Kad je tek osnovala tvrtku i još nekoliko godina kasnije,

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

rekla bi "Imam jednu malu tvrtku web-dizajna."

She'd actually use those words with clients.

Zapravo bi koristila te riječi s klijentima.

"I have a little web design company."

"Imam malu tvrtku web-dizajna."

In this and in many other small ways,

Na ovaj i mnogo drugih malih načina,

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

podcjenjivala je tvrtku u očima mogućih i sadašnjih klijenata,

and diminishing herself.

čime je podcjenjivala sebe.

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

Utjecalo je na njenu sposobnost da zaradi koliko vrijedi.

I believe her language and her style

Mislim da su njezin jezik i stil

communicated that she didn't believe

govorili da nije vjerovala

she had much value to offer.

da ima puno za ponuditi.

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

Njenim riječima, praktički je radila besplatno.

And so she began her journey

Tako je počelo njeno putovanje

to take responsibility for communicating value to clients

preuzimanja odgovornosti za komuniciranje vrijednosti klijentima

and changing her message.

i mijenjanja poruke.

One thing I shared with her

Jedno što sam naučila s njom

is that it's so important

je da je jako važno

to find your own voice,

naći vlastiti glas,

a voice that's authentic and true to you.

glas koji je autentičan i istinit za vas.

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

Nemojte pokušati imitirati šogoricu samo zato što je dobra prodavačica

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

ili svoga susjeda koji zbija odlične šale ako niste takvi.

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

Kanite se te misli da sami sebe hvalite.

Make it about the other party.

Prebacite fokus na druge.

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

Usredotočite se na usluživanje i vrijednost pa neće izgledati kao hvalisanje.

What do you love about what you do?

Što volite kod onoga što radite?

What excites you about the work that you do?

Što vas uzbuđuje kod posla koji radite?

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

Ako se povežete s time, komuniciranje vrijednosti doći će prirodno.

So she embraced her natural style,

Tako je prigrlila svoj prirodni stil,

found her voice and changed her message.

našla svoj glas i promijenila poruku.

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

Kao prvo, prestala je govoriti da ima malu tvrtku web dizajna.

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

Pronašla je snagu i moć u komuniciranju svoje poruke.

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

Sada naplaćuje tri puta više za web dizajn,

and her business is growing.

a posao joj raste.

She told me about a recent meeting

Pričala mi je o nedavnom sastanku

with a gruff and sometimes difficult client

s jednim grubim i ponekad teškim klijentom

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

koji je sazvao sastanak preispitujući napredak u optimizaciji pretraživača.

She said in the old days,

Rekla je da je davnih dana

that would have been a really intimidating meeting for her,

to za nju bio zastrašujući sastanak,

but her mindset was different.

ali sad je bila drugačijeg stanja uma.

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

Rekla je da je pripremila informacije, sjela s klijentom,

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

rekla da to nema veze s njom, nije osobno,

it's about the client.

radi se o klijentu.

She took them through the data, through the numbers,

Provela ih je kroz podatke, kroz brojeve,

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

iznijela trendove i pomake na vlastiti način,

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

ali vrlo izravno je rekla, "Evo što sam učinila za vas."

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

Klijent je ustao i rekao "OK, razumijem."

And she said in describing that meeting,

Opisujući taj sastanak, rekla je

"I didn't feel scared or panicky

"Nisam se osjećala uplašeno, uspaničareno

or small,

ili sitno,

which is how I used to feel.

kako sam se ranije osjećala.

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

Umjesto toga, razmišljam u smislu "OK, mogu ja to.

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

Znam što radim. Samouvjerena sam."

Being properly valued is so important.

Važno je biti dobro procijenjen.

You can hear in this story

U ovoj priči možete čuti

that the implications range far beyond just finances

da implikacije idu daleko poviše financija

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

u sferu samopoštovanja i samouvjerenosti.

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

Danas sam vam ispričala dvije priče, jednu o definiranju naše vrijednosti,

and the other about communicating our value,

a drugu o komuniciranju naše vrijednosti,

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

i to su dva elementa kojima ostvarujemo puni potencijal.

That's the equation.

To je jednadžba.

And if you're sitting in the audience today

Ako danas sjedite u publici

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

i niste plaćeni koliko vrijedite,

I'd like to welcome you into this equation.

želim vam dobrodošlicu u ovu jednadžbu.

Just imagine what life could be like,

Zamislite samo kakav bi život mogao biti,

how much more we could do,

koliko bismo više mogli učiniti,

how much more we could give back,

koliko više bismo mogli vratiti,

how much more we could plan for the future,

koliko bismo bolje mogli planirati budućnost,

how validated and respected we would feel

koliko uvaženi i poštovani bismo se osjećali

if we could earn our full potential,

kad bismo zarađivali svoj puni potencijal,

realize our full value.

ostvarili svoju vrijednost.

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

Nitko nikad neće platiti koliko vrijedite.

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

Platit će vam samo onoliko koliko misle da vrijedite,

and you control their thinking.

a vi kontrolirate njihovo razmišljanje.

Thank you.

Hvala.

(Applause)

(Pljesak)