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

414,984 views ใƒป 2017-04-25

TED


์•„๋ž˜ ์˜๋ฌธ์ž๋ง‰์„ ๋”๋ธ”ํด๋ฆญํ•˜์‹œ๋ฉด ์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค.

๋ฒˆ์—ญ: JY Kang ๊ฒ€ํ† : Jihyeon J. Kim
00:12
No one will ever pay you what you're worth.
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์•„๋ฌด๋„ ์—ฌ๋Ÿฌ๋ถ„์˜ ๋Šฅ๋ ฅ๋งŒํผ ๊ธ‰์—ฌ๋ฅผ ์ฃผ์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
00:17
No one will ever pay you
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์—ฌ๋Ÿฌ๋ถ„์˜ ๋Šฅ๋ ฅ๋งŒํผ ๊ธ‰์—ฌ๋ฅผ ์ฃผ๋Š” ์‚ฌ๋žŒ์€ ์ ˆ๋Œ€ ์—†์–ด์š”.
00:20
what you're worth.
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00:23
They'll only ever pay you
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๊ทธ๋“ค์ด ์ƒ๊ฐํ•˜๋Š” ์—ฌ๋Ÿฌ๋ถ„์˜ ๋Šฅ๋ ฅ๋งŒํผ๋งŒ ๊ธ‰์—ฌ๋ฅผ ์ฃผ์ฃ .
00:25
what they think you're worth.
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00:28
And you control their thinking,
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์—ฌ๋Ÿฌ๋ถ„์ด ๊ทธ๋“ค ์ƒ๊ฐ์„ ๋ฐ”๊พธ์–ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
00:31
not like this,
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์ด๋Ÿฐ ๋ฐฉ๋ฒ•์ด ์•„๋‹ˆ๋ผ..
00:33
although that would be cool.
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๊ดœ์ฐฎ์€ ๋ฐฉ๋ฒ• ๊ฐ™๊ธฐ๋Š” ํ•˜๋„ค์š”.
00:34
(Laughter)
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(์›ƒ์Œ)
00:36
That would be really cool.
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ํ•  ์ˆ˜๋งŒ ์žˆ๋‹ค๋ฉด ์ •๋ง ์ข‹๊ฒ ์–ด์š”.
00:39
Instead, like this:
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๋Œ€์‹  ์ด๊ฑด ์–ด๋–ค๊ฐ€์š”.
00:41
clearly defining and communicating your value are essential
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์—ฌ๋Ÿฌ๋ถ„์˜ ๊ฐ€์น˜๋ฅผ ๋ช…ํ™•ํ•˜๊ฒŒ ๊ทœ์ •ํ•˜๊ณ  ๋Œ€ํ™”๋ฅผ ๋‚˜๋ˆ„๋Š” ๊ฒƒ์ด
00:45
to being paid well for your excellence.
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์—ฌ๋Ÿฌ๋ถ„์˜ ํƒ์›”ํ•œ ๋Šฅ๋ ฅ์— ํ•ฉ๋‹นํ•œ ๊ธ‰์—ฌ๋ฅผ ๋ฐ›๋Š” ๊ธฐ๋ณธ ์š”์†Œ์ž…๋‹ˆ๋‹ค.
00:48
Anyone here want to be paid well?
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๊ธ‰์—ฌ๋ฅผ ๋” ๋ฐ›๊ณ  ์‹ถ์€ ๋ถ„ ๊ณ„์‹ ๊ฐ€์š”?
00:51
OK, good,
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๋„ค. ์ข‹์Šต๋‹ˆ๋‹ค.
00:52
then this talk is for everyone.
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์ œ ๊ฐ•์—ฐ์ด ์—ฌ๋Ÿฌ๋ถ„ ๋ชจ๋‘์—๊ฒŒ ๋„์›€์ด ๋  ๊ฑฐ์˜ˆ์š”.
00:54
It's got universal applicability.
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์ด๊ฑด ์–ด๋Š ๊ฒฝ์šฐ์—๋‚˜ ์ ์šฉ๋  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
00:56
It's true if you're a business owner, if you're an employee,
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๊ณ ์šฉ์ฃผ๊ฑฐ๋‚˜ ์ง์›์ด๊ฑฐ๋‚˜ ์ƒ๊ด€์—†์–ด์š”.
01:00
if you're a job seeker.
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๊ตฌ์ง์ค‘์ธ ์‚ฌ๋žŒ์€ ๋ฌผ๋ก ์ด๊ณ 
01:01
It's true if you're a man or a woman.
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๋‚จ๋…€ ์ƒ๊ด€์—†์ด ์ ์šฉ๋ฉ๋‹ˆ๋‹ค.
01:04
Now, I approach this today through the lens of the woman business owner,
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์ง€๊ธˆ์€ ์—ฌ์„ฑ ๊ฒฝ์˜์ž์˜ ์‹œ๊ฐ์œผ๋กœ ์ด ๋ฌธ์ œ์— ์ ‘๊ทผํ•ด๋ณด๊ธฐ๋กœ ํ•˜์ฃ .
01:07
because in my work I've observed that women underprice more so than men.
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์ œ๊ฐ€ ์ผํ•˜๋ฉด์„œ ๋‚จ์„ฑ๋ณด๋‹ค ์—ฌ์„ฑ์ด ๊ธ‰์—ฌ๋ฅผ ์ ๊ฒŒ ๋ฐ›๋Š” ๊ฑธ ๋ณด์•„์™”๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
01:12
The gender wage gap is a well-traveled narrative in this country.
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์„ฑ๋ณ„์— ๋”ฐ๋ฅธ ์ž„๊ธˆ ๊ฒฉ์ฐจ๋Š” ๋งŽ์€ ๋…ผ์˜๊ฐ€ ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
01:15
According to the Bureau of Labor Statistics,
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๋…ธ๋™ํ†ต๊ณ„๊ตญ์˜ ๋ฐœํ‘œ์— ๋”ฐ๋ฅด๋ฉด
01:17
a woman employee earns just 83 cents for every dollar a man earns.
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๋‚จ์„ฑ์ด ๋ฐ›๋Š” ๊ธ‰์—ฌ์˜ 1๋‹ฌ๋Ÿฌ๋‹น ์—ฌ์„ฑ์€ 83์„ผํŠธ๋ฅผ ๋ฐ›๋Š”๋‹ค๊ณ  ํ•ฉ๋‹ˆ๋‹ค.
01:22
What may surprise you
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๋” ๋†€๋ผ์šด ์‚ฌ์‹ค์€
01:24
is that this trend continues even into the entrepreneurial sphere.
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์‚ฐ์—…๋ถ„์•ผ ์ „๋ฐ˜์— ๊ฑธ์ณ์„œ ๊ฐ™์€ ์–‘์ƒ์„ ๋ณด์ธ๋‹ค๋Š” ๊ฑฐ์˜ˆ์š”.
01:28
A woman business owner earns just 80 cents for every dollar a man earns.
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์—ฌ์„ฑ ๊ฒฝ์˜์ž๋Š” ๋‚จ์ž์— ๋น„ํ•ด 1๋‹ฌ๋Ÿฌ๋‹น 80์„ผํŠธ๋งŒ ๋ฐ›๊ณ  ์žˆ๋Š” ๊ฑฐ์ฃ .
01:33
In my work, I've often heard women express
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์ €๋Š” ์ผํ•˜๋ฉด์„œ ์—ฌ์„ฑ๋“ค์˜ ์ด๋Ÿฐ ํ•˜์†Œ์—ฐ์„ ์ข…์ข… ๋“ฃ๊ณค ํ•ฉ๋‹ˆ๋‹ค.
01:35
that they're uncomfortable communicating their value,
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์ž์‹ ๋“ค์˜ ๊ฐ€์น˜์— ๋Œ€ํ•ด ์ด์•ผ๊ธฐํ•˜๋Š” ๊ฒƒ์ด ๋ถˆํŽธํ•˜๋‹ค๋Š” ๊ฑฐ์˜ˆ์š”.
01:38
especially early on in business ownership.
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์ˆ˜์ต ๋ถ„๋ฐฐ์— ์žˆ์–ด์„œ๋Š” ํŠนํžˆ ๊ทธ๋ ‡๋‹ค๊ณ  ํ•ฉ๋‹ˆ๋‹ค.
01:41
They say things like,
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๋‹ค๋“ค ์ด๋Ÿฐ ์‹์œผ๋กœ ๋งํ•˜์ฃ .
01:43
"I don't like to toot my own horn."
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"์ œ ์ž๋ž‘์„ ํ•˜๊ณ  ์‹ถ์ง€ ์•Š์•„์š”."
01:45
"I'd rather let the work speak for itself."
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"์ฐจ๋ผ๋ฆฌ ์ผ๋กœ ํ‰๊ฐ€๋ฐ›๊ณ  ์‹ถ์–ด์š”."
01:48
"I don't like to sing my own praises."
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"์žํ™”์ž์ฐฌํ•˜๊ธฐ๋Š” ์‹ซ์–ด์š”."
01:51
I hear very different narratives in working with male business owners,
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๋‚จ์„ฑ ๊ฒฝ์˜์ž๋“ค์˜ ๊ฒฝ์šฐ์—๋Š” ์ „ํ˜€ ์ƒ๋ฐ˜๋œ ์–˜๊ธฐ๋ฅผ ํ•˜๊ณ  ์žˆ๋Š”๋ฐ์š”.
01:54
and I think this difference is costing women 20 cents on the dollar.
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์ €๋Š” ๊ทธ ์ฐจ์ด๊ฐ€ ์—ฌ์„ฑ๋“ค์ด ๋ฐ›์ง€ ๋ชปํ•˜๋Š” 20์„ผํŠธ์—์„œ ๋น„๋กฏ๋œ๋‹ค๊ณ  ์ƒ๊ฐํ•ฉ๋‹ˆ๋‹ค.
01:59
I'd like to tell you the story of a consulting firm
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์–ด๋Š ์ปจ์„คํŒ… ์—…์ฒด์˜ ์ผํ™”๋ฅผ ์†Œ๊ฐœํ•˜๋ ค๊ณ  ํ•˜๋Š”๋ฐ์š”.
02:01
that helps their clients dramatically improve their profitability.
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๊ณ ๊ฐ๋“ค์˜ ์ˆ˜์ต์„ฑ ํ–ฅ์ƒ์— ๋„์›€์„ ์ฃผ๋Š” ์—…์ฒด์ฃ .
02:05
That company is my company.
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๋ฐ”๋กœ ์ œ ํšŒ์‚ฌ์ž…๋‹ˆ๋‹ค.
02:07
After my first year in business, I saw the profit increases
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์ผ์„ ์‹œ์ž‘ํ•˜๊ณ  ์ฒซ ํ•ด๋Š” ์ˆ˜์ต์ด ์ฆ๊ฐ€ํ–ˆ์Šต๋‹ˆ๋‹ค.
02:10
that my clients were realizing in working with me,
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์ œ ์˜๋ขฐ์ธ๋„ ์ €์™€ ๊ณ„์† ์ผํ•˜๊ณ  ์‹ถ์–ดํ–ˆ์ฃ .
02:14
and I realized that I needed to reevaluate my pricing.
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๊ทธ๋ž˜์„œ ์ €๋Š” ์ œ ๋ณด์ˆ˜๋ฅผ ๋‹ค์‹œ ํ˜‘์ƒํ•ด์•ผ๊ฒ ๋‹ค๊ณ  ์ƒ๊ฐํ–ˆ์ฃ .
02:17
I was really underpriced relative to the value I was delivering.
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์ œ ์‹ค์ ์— ๋น„ํ•ด ๋ถ„๋ช…ํžˆ ์ ์€ ๋ณด์ˆ˜๋ฅผ ๋ฐ›๊ณ  ์žˆ์—ˆ์–ด์š”.
02:21
It's hard for me to admit to you, because I'm a pricing consultant.
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์†”์งํžˆ ๊ณ ๋ฐฑํ•˜๋ฉด, ์ „ ๊ฐ€๊ฒฉ ์ฑ…์ •์„ ์ž๋ฌธํ•ด์ฃผ๋Š” ์‚ฌ๋žŒ์ด๊ฑฐ๋“ ์š”.
02:25
(Laughter)
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(์›ƒ์Œ)
02:26
It's what I do.
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๊ทธ๊ฒŒ ์ œ ์ง์—…์ž…๋‹ˆ๋‹ค.
02:28
I help companies price for value.
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์ €๋Š” ํšŒ์‚ฌ์˜ ๊ฐ€์น˜์— ๋”ฐ๋ฅธ ๊ฐ€๊ฒฉ ์ฑ…์ •์„ ๋•์Šต๋‹ˆ๋‹ค.
02:30
But nonetheless, it's what I saw,
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๊ทธ๋Ÿฐ๋ฐ๋„, ์ œ ์ƒํ™ฉ์€ ๊ทธ๋žฌ์ฃ .
02:32
and so I sat down to evaluate my pricing, evaluate my value,
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๊ทธ๋ž˜์„œ ์ž๋ฆฌ์— ์•‰์•„ ์ œ ๊ธ‰์—ฌ์™€ ์ €์˜ ๊ฐ€์น˜๋ฅผ ๋”ฐ์ ธ๋ณด์•˜์Šต๋‹ˆ๋‹ค.
02:37
and I did that by asking key value questions.
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ํ•ต์‹ฌ ๊ฐ€์น˜์— ๋Œ€ํ•œ ์งˆ๋ฌธ์„ ์Šค์Šค๋กœ์—๊ฒŒ ๋˜์ ธ ๋ณด์•˜์Šต๋‹ˆ๋‹ค.
02:40
What are my clients' needs and how do I meet them?
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์˜๋ขฐ์ธ์˜ ์š”๊ตฌ๋Š” ๋ฌด์—‡์ด๊ณ  ์–ด๋–ป๊ฒŒ ๊ทธ๊ฑธ ์ถฉ์กฑ์‹œํ‚ฌ ๊ฒƒ์ธ๊ฐ€?
02:43
What is my unique skill set that makes me better qualified to serve my clients?
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์˜๋ขฐ์ธ์—๊ฒŒ ๋” ๋‚˜์€ ์„œ๋น„์Šค๋ฅผ ์ œ๊ณตํ•  ๋‚˜๋งŒ์˜ ํŠน๋ณ„ํ•œ ๋Šฅ๋ ฅ์€ ๋ฌด์—‡์ธ๊ฐ€?
02:48
What do I do that no one else does?
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๋ˆ„๊ตฌ๋„ ํ•˜์ง€ ์•Š๋Š” ์ผ์„ ๋‚˜๋Š” ์–ด๋–ป๊ฒŒ ํ•  ๊ฒƒ์ธ๊ฐ€?
02:51
What problems do I solve for clients?
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์˜๋ขฐ์ธ์„ ์œ„ํ•ด ํ•ด๊ฒฐํ•  ๋ฌธ์ œ๋Š” ๋ฌด์—‡์ธ๊ฐ€?
02:53
What value do I add?
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๋‚˜์—๊ฒŒ ์–ด๋–ค ๊ฐ€์น˜๋ฅผ ๋”ํ•  ๊ฒƒ์ธ๊ฐ€?
02:56
I answered these questions
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์ด๋Ÿฐ ์งˆ๋ฌธ์— ์Šค์Šค๋กœ ๋‹ตํ•˜๋ฉด์„œ
02:58
and defined the value that my clients get from working with me,
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์˜๋ขฐ์ธ์ด ๋‚˜๋ฅผ ํ†ตํ•ด ์–ป๊ฒŒ ๋  ๊ฐ€์น˜๋ฅผ ์ •์˜ํ•ด๋ณด์•˜์Šต๋‹ˆ๋‹ค.
03:02
calculated their return on investment,
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๊ทธ ํˆฌ์ž์ด์ต์„ ๊ณ„์‚ฐํ•ด๋ณด์•˜์ฃ .
03:04
and what I saw was that I needed to double my price,
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๊ณ„์‚ฐํ•ด๋ณด๋‹ˆ ๊ธ‰์—ฌ๋ฅผ ๋‘ ๋ฐฐ๋Š” ๋ฐ›์•„์•ผ๊ฒ ๋”๊ตฐ์š”.
03:07
double it.
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๋‘ ๋ฐฐ๋‚˜ ๋ง์ด์ฃ .
03:09
Now, I confess to you, this terrified me.
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์ง€๊ธˆ์—์•ผ ๊ณ ๋ฐฑํ•˜๊ฑด๋Œ€ ์ „ ๊ทธ ์‚ฌ์‹ค์ด ๋‘๋ ค์› ์Šต๋‹ˆ๋‹ค.
03:14
I'm supposed to be the expert in this, but I'm not cured.
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์ „ ์ด ๋ถ„์•ผ ์ „๋ฌธ๊ฐ€๋ผ๊ณ  ์ƒ๊ฐํ–ˆ์ง€๋งŒ ์ด๊ฒƒ๋„ ํ•ด๊ฒฐํ•˜์ง€ ๋ชปํ–ˆ์Šต๋‹ˆ๋‹ค.
03:17
I knew the value was there.
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์ „ ๊ฑฐ๊ธฐ์— ๊ฐ€์น˜๊ฐ€ ์žˆ๋‹ค๊ณ  ์ƒ๊ฐํ–ˆ์Šต๋‹ˆ๋‹ค.
03:19
I was convinced the value was there,
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์ „ ๊ฑฐ๊ธฐ์— ๊ฐ€์น˜๊ฐ€ ์žˆ๋‹ค๊ณ  ํ™•์‹ ํ–ˆ๊ณ 
03:21
and I was still scared out of my wits.
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์ •๋ง ๊นœ์ง ๋†€๋ž์–ด์š”.
03:23
What if nobody would pay me that?
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๋ˆ„๊ตฌ๋„ ์ œ๊ฒŒ ๊ทธ ์ •๋„ ๊ธ‰์—ฌ๋ฅผ ์ฃผ์ง€ ์•Š์œผ๋ฉด ์–ด๋–ป๊ฒŒ ํ•ด์•ผ ํ• ๊นŒ์š”?
03:25
What if clients said, "That's ridiculous.
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์˜๋ขฐ์ธ์ด ์ด๋ ‡๊ฒŒ ๋งํ•˜๋ฉด ์–ด์ฉŒ์ฃ ? "๊ทธ๊ฑด ๋ง๋„ ์•ˆ๋˜์š”."
03:28
You're ridiculous."
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"๋‹น์‹  ํ„ฐ๋ฌด๋‹ˆ ์—†๊ตฐ์š”."
03:30
Was I really worth that?
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์ œ๊ฐ€ ๊ทธ ์ •๋„ ๋ฐ–์— ์•ˆ๋˜๋Š” ๊ฑธ๊นŒ์š”?
03:33
Not my work, mind you, but me.
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์ œ ์ผ์ด ์•„๋‹ˆ๋ผ, ์ € ์ž์‹ ์ด์š”.
03:36
Was I worth that?
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์ œ๊ฐ€ ๊ทธ ์ •๋„ ๋Šฅ๋ ฅ์ด ๋˜๋Š” ๊ฑธ๊นŒ์š”?
03:38
I'm the mother of two beautiful little girls who depend upon me.
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์ €๋Š” ์ €๋งŒ ๋ฐ”๋ผ๋ณด๋Š” ์˜ˆ์œ ๋‘ ๋”ธ์˜ ์—„๋งˆ์ž…๋‹ˆ๋‹ค.
03:41
I'm a single mom.
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์ € ํ™€๋กœ ์•„์ด๋“ค์„ ํ‚ค์šฐ๊ณ  ์žˆ์ฃ .
03:43
What if my business fails?
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์ œ๊ฐ€ ์‚ฌ์—…์— ์‹คํŒจํ•˜๋ฉด ์–ด๋–ป๊ฒŒ ํ•˜์ฃ ?
03:45
What if I fail?
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์ œ๊ฐ€ ์‹คํŒจํ•˜๋ฉด ์–ด๋–ป๊ฒŒ ๋ ๊นŒ์š”.
03:48
But I know how to take my own medicine,
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ํ•˜์ง€๋งŒ ์ €๋Š” ์ €๋งŒ์˜ ์ฒ˜๋ฐฉ์„ ์•Œ๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
03:50
the medicine that I prescribe to my clients.
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์ œ ์˜๋ขฐ์ธ๋“ค์—๊ฒŒ ๋‚ด๋ ธ๋˜ ๋ฐ”๋กœ ๊ทธ ์ฒ˜๋ฐฉ์ด์ฃ .
03:53
I had done the homework.
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์ œ๊ฐ€ ํ•  ์ผ์„ ๋‹ค ํ–ˆ๊ณ 
03:55
I knew the value was there.
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๊ฑฐ๊ธฐ์— ๊ฐ€์น˜๊ฐ€ ์žˆ์Œ์„ ์•Œ๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
03:57
So when prospects came,
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๊ทธ๋ž˜์„œ ์•ž์„ ๋‚ด๋‹ค๋ณด๊ณ 
04:00
I prepared the proposals with the new higher pricing
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๋” ๋งŽ์€ ๋ณด์ˆ˜๋ฅผ ์œ„ํ•œ ์ œ์•ˆ์„œ๋ฅผ ์ค€๋น„ํ–ˆ์Šต๋‹ˆ๋‹ค.
04:03
and sent them out
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๊ทธ๊ฒƒ์„ ๋ณด๋‚ธ ๋’ค์—
04:04
and communicated the value.
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์ €์˜ ๊ฐ€์น˜์— ๋Œ€ํ•ด์„œ ๋Œ€ํ™”๋ฅผ ๋‚˜๋ˆด์ฃ .
04:07
How's the story end?
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๊ฒฐ๊ณผ๊ฐ€ ์–ด๋–ป๊ฒŒ ๋˜์—ˆ์„๊นŒ์š”?
04:09
Clients continued to hire me
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์˜๋ขฐ์ธ์€ ์ €๋ฅผ ๊ณ„์† ๊ณ ์šฉํ•˜๊ธฐ๋กœ ํ–ˆ์Šต๋‹ˆ๋‹ค.
04:11
and refer me and recommend me, and I'm still here.
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์ €๋ฅผ ์•Œ๋ฆฌ๊ณ  ์ถ”์ฒœ๋„ ํ•ด์ฃผ์—ˆ์ฃ . ๊ทธ ๋•์— ์ด ์ž๋ฆฌ์— ์„œ ์žˆ์Šต๋‹ˆ๋‹ค.
04:15
And I share this story
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์ด ์–˜๊ธฐ๋ฅผ ํ•˜๋Š” ์ด์œ ๋Š”
04:17
because doubts and fears are natural and normal.
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๋ถˆํ™•์‹ ๊ณผ ๋‘๋ ค์›€์€ ์ž์—ฐ์Šค๋Ÿฝ๊ณ  ๋‹น์—ฐํ•œ ๊ฒƒ์ด๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
04:20
But they don't define our value,
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ํ•˜์ง€๋งŒ ๊ทธ๊ฒƒ์ด ์šฐ๋ฆฌ์˜ ๊ฐ€์น˜๋ฅผ ๊ฒฐ์ •ํ•ด์ฃผ์ง€๋Š” ์•Š์ฃ .
04:22
and they shouldn't limit our earning potential.
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๊ทธ๊ฒƒ์œผ๋กœ ์šฐ๋ฆฌ ๊ธ‰์—ฌ์ˆ˜์ค€์ด ์ œํ•œ๋ฐ›์•„์„œ๋Š” ์•ˆ๋ฉ๋‹ˆ๋‹ค.
04:27
I'd like to share another story,
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๋‹ค๋ฅธ ์ด์•ผ๊ธฐ๋ฅผ ๋“ค๋ ค๋“œ๋ฆฌ์ฃ .
04:29
about a woman who learned to communicate her value
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์ž์‹ ์˜ ๊ฐ€์น˜๋ฅผ ์•Œ๋ฆฌ๊ณ  ์ž๊ธฐ ์ฃผ์žฅ์„ ํ•  ์ˆ˜ ์žˆ๊ฒŒ ๋œ
04:32
and found her own voice.
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์–ด๋Š ์—ฌ์„ฑ์˜ ์ด์•ผ๊ธฐ์ž…๋‹ˆ๋‹ค.
04:34
She runs a successful web development company
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๊ทธ๋…€๋Š” ์–ด๋Š ์ธํ„ฐ๋„ท ๊ฐœ๋ฐœ ํšŒ์‚ฌ๋ฅผ ์„ฑ๊ณต์ ์œผ๋กœ ์šด์˜ํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
04:37
and employs several people.
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์ง์› ๋ช‡ ๋ช…์„ ๋ฐ๋ฆฌ๊ณ  ์žˆ์ฃ .
04:39
When she first started her firm and for several years thereafter,
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๊ทธ๋…€๋Š” ํšŒ์‚ฌ๋ฅผ ์‹œ์ž‘ํ•˜๊ณ  ์ดํ›„ ๋ช‡ ๋…„ ๋™์•ˆ์€
04:42
she would say, "I have a little web design company."
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"์ €๋Š” ์ž‘์€ ์›น๋””์ž์ธ ํšŒ์‚ฌ๋ฅผ ์šด์˜ํ•˜๊ณ  ์žˆ์–ด์š”" ๋ผ๊ณ  ๋งํ–ˆ๊ฒ ์ฃ .
04:46
She'd actually use those words with clients.
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์ž๊ธฐ ์˜๋ขฐ์ธ๋“ค์—๊ฒŒ ์‹ค์ œ๋กœ ๊ทธ๋Ÿฐ ์‹์œผ๋กœ ๋งํ–ˆ์„ ๊ฑฐ์˜ˆ์š”.
04:49
"I have a little web design company."
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"์ž‘์€ ์›น๋””์ž์ธ ํšŒ์‚ฌ๋ฅผ ์šด์˜ํ•ฉ๋‹ˆ๋‹ค."
04:52
In this and in many other small ways,
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์ด๋Ÿฐ ์‹์˜ ์†Œ๊ทน์ ์ธ ๋ฐฉ๋ฒ•์œผ๋กœ
04:54
she was diminishing her company in the eyes of prospects and clients,
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์˜๋ขฐ์ธ์˜ ๋ˆˆ์— ๋น„์น˜๋Š” ์ž๊ธฐ ํšŒ์‚ฌ์˜ ์žฅ๋ž˜์„ฑ์„ ๊นŽ์•„๋‚ด๋ฆฌ๊ณ  ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
04:57
and diminishing herself.
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๊ทธ๋…€ ์ž์‹ ๋„ ๊นŽ์•„๋‚ด๋ ธ์ฃ .
05:00
It was really impacting her ability to earn what she was worth.
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๊ทธ ๋•Œ๋ฌธ์— ๊ทธ๋…€์˜ ๋Šฅ๋ ฅ์— ๋น„ํ•ด ์ˆ˜์ต์„ฑ์—๋„ ํฐ ์˜ํ–ฅ์„ ๋ฏธ์ณค์Šต๋‹ˆ๋‹ค.
05:04
I believe her language and her style
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๊ทธ๋…€์˜ ํ‘œํ˜„ ๋ฐฉ๋ฒ•์ด๋‚˜ ์–ดํˆฌ ๋•Œ๋ฌธ์—
05:07
communicated that she didn't believe
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๊ทธ๋…€๊ฐ€ ๋” ๋งŽ์€ ๋Œ“๊ฐ€๋ฅผ ๋ฐ›์„ ์ž์‹ ์ด ์—†๋‹ค๋Š” ์˜๋ฏธ๋กœ
05:10
she had much value to offer.
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๋ฐ›์•„๋“ค์—ฌ์กŒ์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
05:13
In her own words, she was practically giving her services away.
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๊ทธ๋…€๋Š” ๊ทธ๋Ÿฐ ์ž์‹ ์˜ ๋ง๋กœ ์ธํ•ด ์ผ๊ฑฐ๋ฆฌ๋ฅผ ๊ฑท์–ด ์ฐจ๋ฒ„๋ฆฐ ๊ผด์ด ๋˜์—ˆ์ฃ .
05:17
And so she began her journey
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๊ทธ๋ž˜์„œ ๊ทธ๋…€๋Š” ํƒœ๋„๋ฅผ ๋ฐ”๊พธ๊ธฐ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
05:20
to take responsibility for communicating value to clients
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์ž์‹ ์˜ ๊ฐ€์น˜๋ฅผ ์˜๋ขฐ์ธ์—๊ฒŒ ์•Œ๋ฆฌ๋Š” ๊ฒƒ์— ์ฑ…์ž„๊ฐ์„ ๋Š๋ผ๊ณ 
05:23
and changing her message.
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๋Œ€ํ™”๋ฒ•๋„ ๋ฐ”๊พธ์—ˆ์ฃ .
05:26
One thing I shared with her
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๊ทธ๋…€์˜ ์ด์•ผ๊ธฐ๋ฅผ ํ†ตํ•ด ์ œ๊ฐ€ ๋งํ•˜๊ณ  ์‹ถ์€ ๊ฒƒ์€
05:27
is that it's so important
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์ž์‹ ์˜ ์ฃผ์žฅ์„ ์ •ํ™•ํžˆ ํ•˜๋Š” ๊ฒƒ์ด ๋งค์šฐ ์ค‘์š”ํ•˜๋‹ค๋Š” ์ ์ž…๋‹ˆ๋‹ค.
05:29
to find your own voice,
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05:31
a voice that's authentic and true to you.
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์ž์‹ ์— ๋Œ€ํ•œ ํ™•์‹ ๊ณผ ์ง„์†”ํ•จ์„ ์•Œ๋ฆฌ๋Š” ๊ฒƒ์ด์ฃ .
05:33
Don't try to channel your sister-in-law just because she's a great salesperson
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์—ฌ๋Ÿฌ๋ถ„ ์‹œ๋ˆ„์ด๊ฐ€ ๋Œ€๋‹จํ•œ ์˜์—…์‹ค์ ์„ ๊ฑฐ๋‘”๋‹ค๊ณ  ํ•ด์„œ ์‹ ๊ฒฝ ์“ธ ํ•„์š” ์—†์–ด์š”.
05:37
or your neighbor who tells a great joke if that's not who you are.
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๋ง ์ž˜ํ•˜๋Š” ์ด์›ƒ๋„ ์‹ ๊ฒฝ์“ฐ์ง€ ๋งˆ์‹œ๊ณ ์š”. ์—ฌ๋Ÿฌ๋ถ„์€ ๊ทธ๋“ค๊ณผ ๋‹ค๋ฅด์ž–์•„์š”.
05:41
Give up this notion that it's tooting your own horn.
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์žํ™”์ž์ฐฌํ•˜๋Š” ๊ฑฐ ๊ฐ™๋‹ค๋Š” ์ƒ๊ฐ๋„ ๋ฒ„๋ฆฌ์„ธ์š”.
05:43
Make it about the other party.
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๊ฐ์ž ๋‹ค๋ฅธ ๋ถ„์•ผ์—์„œ ์„ฑ๊ณตํ•˜๋ฉด ๋˜๋Š” ๊ฑฐ์˜ˆ์š”.
05:45
Focus on serving and adding value, and it won't feel like bragging.
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์ผ๊ณผ ๊ฐ€์น˜๋ฅผ ๋”ํ•˜๋Š” ๊ฒƒ์— ์ง‘์ค‘ํ•˜๋ฉด ์ž๋ž‘ํ•œ๋‹ค๋Š” ์ƒ๊ฐ๋„ ๋“ค์ง€ ์•Š์„ ๊ฑฐ์˜ˆ์š”.
05:50
What do you love about what you do?
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์—ฌ๋Ÿฌ๋ถ„์˜ ์ง์—…์˜ ์–ด๋–ค ๋ถ€๋ถ„์ด ์ข‹์€์ง€.
05:52
What excites you about the work that you do?
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์—ฌ๋Ÿฌ๋ถ„์ด ํ•˜๋Š” ์ผ์˜ ์–ด๋–ค ๋ถ€๋ถ„์ด ์žฌ๋ฐŒ๋Š”์ง€.
05:55
If you connect with that, communicating your value will come naturally.
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๊ทธ๋Ÿฐ ๊ฒƒ๋“ค๊ณผ ์—ฐ๊ด€์‹œํ‚ค๋ฉด ์—ฌ๋Ÿฌ๋ถ„์˜ ๊ฐ€์น˜๋ฅผ ์ž์—ฐ์Šค๋Ÿฝ๊ฒŒ ์•Œ๋ฆด ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
06:00
So she embraced her natural style,
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๊ทธ๋ž˜์„œ ๊ทธ๋…€๋„ ์ž์‹ ์„ ์ž์—ฐ์Šค๋Ÿฝ๊ฒŒ ๋ฐ›์•„๋“ค์ด๊ณ 
06:02
found her voice and changed her message.
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์ž์‹ ์˜ ์ฃผ์žฅ์„ ํŽผ์น˜๊ณ  ํ‘œํ˜„ ๋ฐฉ๋ฒ•๋„ ๋ฐ”๊พธ์—ˆ์Šต๋‹ˆ๋‹ค.
06:05
For one thing, she stopped calling herself a little web design company.
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ํŠนํžˆ๋‚˜ ์ž์‹ ์˜ ํšŒ์‚ฌ๋ฅผ ์ž‘์€ ์›น๋””์ž์ธ ํšŒ์‚ฌ๋ผ ์นญํ•˜๋Š” ๊ฒƒ๋„ ๋ฉˆ์ถ”์—ˆ์ฃ ..
06:09
She really found a lot of strength and power in communicating her message.
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์ž์‹ ์˜ ์ฃผ์žฅ์„ ์•Œ๋ฆฌ๋Š” ๋ฐ์— ์žˆ์–ด์„œ ํž˜๊ณผ ๊ฐ•์ธํ•จ์„ ์‹ค์„ ์ˆ˜ ์žˆ๊ฒŒ ๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
06:15
She's now charging three times as much for web design,
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์ด์ œ๋Š” ์›น๋””์ž์ธ ๋Œ“๊ฐ€๋ฅผ ์„ธ ๋ฐฐ๋‚˜ ๋ฐ›์„ ์ˆ˜ ์žˆ๊ฒŒ ๋˜์—ˆ๊ณ 
06:18
and her business is growing.
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ํšŒ์‚ฌ๋„ ์„ฑ์žฅํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
06:20
She told me about a recent meeting
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๊ทธ๋…€๋Š” ์ตœ๊ทผ์— ์–ด๋Š ๋”ฑ๋”ฑํ•˜๊ณ  ์–ด๋ ค์šด ์˜๋ขฐ์ธ์„ ๋งŒ๋‚œ ๊ฒฝํ—˜๋‹ด์„
06:22
with a gruff and sometimes difficult client
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์ก”๊ฒŒ ์–˜๊ธฐํ•ด ์ฃผ์—ˆ๋Š”๋ฐ์š”.
06:24
who had called a meeting questioning progress on search engine optimization.
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๊ฒ€์ƒ‰์—”์ง„ ์ตœ์ ํ™”์˜ ์ง„ํ–‰ ์ƒํ™ฉ์„ ์•Œ์•„๋ณด๋ ค๊ณ  ๊ทธ๋…€๋ฅผ ๋ถˆ๋ €๋‹ค๋”๊ตฐ์š”.
06:29
She said in the old days,
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๊ทธ๋…€ ๋ง์ด, ์˜ˆ์ „ ๊ฐ™์•˜์œผ๋ฉด ์ •๋ง ํž˜๋“  ํšŒ์˜์˜€์„ํ…Œ์ง€๋งŒ
06:30
that would have been a really intimidating meeting for her,
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์‚ฌ๊ณ ๋ฐฉ์‹์ด ๋ฐ”๋€Œ์—ˆ๋‹ค๊ณ  ํ•ด์š”.
06:33
but her mindset was different.
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06:34
She said, she prepared the information, sat down with the client,
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๊ทธ๋…€๋Š” ์ž๋ฃŒ๋ฅผ ๋ฏธ๋ฆฌ ์ค€๋น„ํ•˜๊ณ  ์˜๋ขฐ์ธ๊ณผ ๋งˆ์ฃผํ–ˆ์Šต๋‹ˆ๋‹ค.
06:38
said this isn't about me, it's not personal,
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์ž์‹ ์„ ์œ„ํ•œ ๊ฒƒ๋„ ์•„๋‹ˆ๊ณ , ๊ฐœ์ธ์ ์ธ ๊ฒƒ๋„ ์•„๋‹ˆ๋ผ
06:41
it's about the client.
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์˜๋ขฐ์ธ๋งŒ ์ƒ๊ฐํ•œ ๊ฒƒ์ด์—ˆ์ฃ .
06:42
She took them through the data, through the numbers,
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์ž๋ฃŒ์™€ ์ˆ˜์น˜๋ฅผ ํŽผ์ณ ๋‘๊ณ 
06:46
laid out the trends and the progress in her own voice and in her own way,
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๊ณผ์ •๊ณผ ์ง„ํ–‰ ์ƒํ™ฉ์— ๋Œ€ํ•ด์„œ ์ž์‹ ๋งŒ์˜ ์ฃผ์žฅ๊ณผ ์ž์‹ ์˜ ๋ฐฉ๋ฒ•์œผ๋กœ ์„ค๋ช…ํ–ˆ์Šต๋‹ˆ๋‹ค.
06:50
but very directly said, "Here's what we've done for you."
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๊ทธ๋ฆฌ๊ณ  ๋‹จ๋„์ง์ž…์ ์œผ๋กœ ๋งํ–ˆ์ฃ . "์ด๊ฒŒ ์ง€๊ธˆ๊นŒ์ง€ ํ•œ ์ผ์ž…๋‹ˆ๋‹ค."
06:52
The client sat up and took notice, and said, "OK, I got it."
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์˜๋ขฐ์ธ์€ ๊ฒฝ์ฒญํ•œ ๋’ค์— ์ด๋ ‡๊ฒŒ ๋งํ–ˆ์Šต๋‹ˆ๋‹ค.
"์ข‹์•„์š”. ์ž˜ ์•Œ๊ฒ ์Šต๋‹ˆ๋‹ค."
06:57
And she said in describing that meeting,
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๊ทธ๋…€๋Š” ๊ทธ ํšŒ์˜์— ๋Œ€ํ•ด ์ด๋ ‡๊ฒŒ ๋งํ–ˆ์Šต๋‹ˆ๋‹ค.
06:59
"I didn't feel scared or panicky
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"๋‘๋ ต๋‹ค๊ฑฐ๋‚˜ ์ „์ „๊ธ๊ธํ•˜์ง€ ์•Š์•˜์–ด์š”.
07:03
or small,
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์œ„์ถ•๋˜์ง€๋„ ์•Š์•˜์ฃ .
07:05
which is how I used to feel.
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์ „์—๋Š” ๊ทธ๋žฌ๊ฑฐ๋“ ์š”.
07:07
Instead I feel like, 'OK, I got this.
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๋Œ€์‹ ์— ์ด๋Ÿฐ ๋Š๋‚Œ์ด ๋“ค์—ˆ์–ด์š”. '๊ทธ๋ž˜. ์—ฌ๊ธฐ๊นŒ์ง€ ํ•ด๋ƒˆ์–ด.'
07:12
I know what I'm doing. I'm confident.'"
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'๋‚ด๊ฐ€ ํ•œ ์ผ์— ์ž์‹ ์žˆ์–ด'๋ผ๊ณ ์š”."
07:17
Being properly valued is so important.
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์ •๋‹นํ•œ ๊ฐ€์น˜๋ฅผ ์ธ์ •๋ฐ›๋Š” ๊ฒƒ์€ ๊ต‰์žฅํžˆ ์ค‘์š”ํ•ฉ๋‹ˆ๋‹ค.
07:20
You can hear in this story
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์ด ์ด์•ผ๊ธฐ์—์„œ ์•Œ ์ˆ˜ ์žˆ๋Š” ๊ฒƒ์€
07:21
that the implications range far beyond just finances
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๊ทธ ์˜ํ–ฅ์ด ๊ธˆ์ „์  ์ธก๋ฉด์„ ํ›จ์”ฌ ๋›ฐ์–ด๋„˜์–ด
07:25
into the realm of self-respect and self-confidence.
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์ž๊ธฐ ์กด์ค‘๊ณผ ์ž๊ธฐ ํ™•์‹ ์˜ ์˜์—ญ๊นŒ์ง€ ์˜ํ–ฅ์„ ๋ฏธ์นœ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
07:30
Today I've told two stories, one about defining our value
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์˜ค๋Š˜ ๋‘ ๊ฐ€์ง€ ์ด์•ผ๊ธฐ๋ฅผ ๋“ค๋ ค๋“œ๋ ธ์ฃ . ํ•˜๋‚˜๋Š” ์šฐ๋ฆฌ์˜ ๊ฐ€์น˜๋ฅผ ์•Œ์ž๋Š” ๊ฒƒ์ด๊ณ 
07:33
and the other about communicating our value,
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๋‹ค๋ฅธ ํ•˜๋‚˜๋Š” ์šฐ๋ฆฌ ๊ฐ€์น˜๋ฅผ ์•Œ๋ฆฌ์ž๋Š” ๊ฒƒ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
07:36
and these are the two elements to realizing our full earning potential.
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์ด๊ฒƒ๋“ค์ด ์šฐ๋ฆฌ์˜ ์—ญ๋Ÿ‰์— ๋งž๋Š” ์†Œ๋“์„ ์ด๋ฃจ๊ธฐ ์œ„ํ•œ ๋‘ ๊ฐ€์ง€ ์š”์†Œ์ž…๋‹ˆ๋‹ค.
07:40
That's the equation.
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๊ทธ๊ฒƒ์ด ๊ณต์‹์ž…๋‹ˆ๋‹ค.
07:42
And if you're sitting in the audience today
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์˜ค๋Š˜ ๊ฐ์„์„ ์ฑ„์šฐ๊ณ  ๊ณ„์‹  ์—ฌ๋Ÿฌ๋ถ„์ด
07:45
and you're not being paid what you're worth,
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์—ฌ๋Ÿฌ๋ถ„์ด ๊ฐ€์ง„ ๊ฐ€์น˜์— ๋งž๋Š” ๋ณด์ˆ˜๋ฅผ ๋ฐ›์ง€ ๋ชปํ•˜๊ณ  ์žˆ๋‹ค๋ฉด
07:47
I'd like to welcome you into this equation.
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์ด ๊ณต์‹์„ ์•Œ์•„ ๋‘์‹œ๊ธธ ๋ฐ”๋ž๋‹ˆ๋‹ค.
07:50
Just imagine what life could be like,
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์‚ถ์ด ์–ด๋–ค ๋ชจ์Šต์ผ์ง€ ์ƒ์ƒํ•ด๋ณด์„ธ์š”.
07:52
how much more we could do,
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์šฐ๋ฆฌ๊ฐ€ ๋ฌด์—‡์„ ๋” ํ•  ์ˆ˜ ์žˆ๋Š”์ง€.
07:54
how much more we could give back,
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์šฐ๋ฆฌ๊ฐ€ ์–ผ๋งˆ๋‚˜ ๋” ๋Œ๋ ค์ค„ ์ˆ˜ ์žˆ๋Š”์ง€.
07:56
how much more we could plan for the future,
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๋ฏธ๋ž˜๋ฅผ ์œ„ํ•ด ์–ด๋–ค ๊ณ„ํš์„ ๋” ์„ธ์šธ ์ˆ˜ ์žˆ๋Š”์ง€.
07:59
how validated and respected we would feel
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์šฐ๋ฆฌ ์—ญ๋Ÿ‰๋งŒํผ ๋ˆ์„ ๋ฒŒ๊ณ  ์šฐ๋ฆฌ ๊ฐ€์น˜๋ฅผ ์ตœ๋Œ€๋กœ ์‹คํ˜„ํ•˜๋ฉด
08:02
if we could earn our full potential,
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์ธ์ •๋ฐ›๊ณ  ์กด์ค‘๋ฐ›๋Š” ๋Š๋‚Œ์„ ๋ฐ›๊ฒŒ ๋ ์ง€.
08:05
realize our full value.
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08:08
No one will ever pay you what you're worth.
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๋ˆ„๊ตฌ๋„ ์—ฌ๋Ÿฌ๋ถ„์˜ ๊ฐ€์น˜์— ๋งž๋Š” ๋ณด์ˆ˜๋ฅผ ์ฃผ์ง€ ์•Š์„ ๊ฑฐ์˜ˆ์š”.
08:11
They'll only ever pay you what they think you're worth,
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๊ทธ๋“ค์ด ์ƒ๊ฐํ•˜๋Š” ์—ฌ๋Ÿฌ๋ถ„์˜ ๊ฐ€์น˜๋งŒํผ๋งŒ ๋ณด์ˆ˜๋ฅผ ์ค„ ๊ฒ๋‹ˆ๋‹ค.
08:13
and you control their thinking.
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์—ฌ๋Ÿฌ๋ถ„์ด ๊ทธ๋“ค ์ƒ๊ฐ์„ ๋ฐ”๊พธ์–ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
08:16
Thank you.
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๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
08:17
(Applause)
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(๋ฐ•์ˆ˜)
์ด ์›น์‚ฌ์ดํŠธ ์ •๋ณด

์ด ์‚ฌ์ดํŠธ๋Š” ์˜์–ด ํ•™์Šต์— ์œ ์šฉํ•œ YouTube ๋™์˜์ƒ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค. ์ „ ์„ธ๊ณ„ ์ตœ๊ณ ์˜ ์„ ์ƒ๋‹˜๋“ค์ด ๊ฐ€๋ฅด์น˜๋Š” ์˜์–ด ์ˆ˜์—…์„ ๋ณด๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฐ ๋™์˜์ƒ ํŽ˜์ด์ง€์— ํ‘œ์‹œ๋˜๋Š” ์˜์–ด ์ž๋ง‰์„ ๋”๋ธ” ํด๋ฆญํ•˜๋ฉด ๊ทธ๊ณณ์—์„œ ๋™์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค. ๋น„๋””์˜ค ์žฌ์ƒ์— ๋งž์ถฐ ์ž๋ง‰์ด ์Šคํฌ๋กค๋ฉ๋‹ˆ๋‹ค. ์˜๊ฒฌ์ด๋‚˜ ์š”์ฒญ์ด ์žˆ๋Š” ๊ฒฝ์šฐ ์ด ๋ฌธ์˜ ์–‘์‹์„ ์‚ฌ์šฉํ•˜์—ฌ ๋ฌธ์˜ํ•˜์‹ญ์‹œ์˜ค.

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