TEDxColumbusWomen
Casey Brown: Know your worth, and then ask for it
Casey Brown: Poznajte svoju hodnotu a žiadajte to, čo si zaslúžite
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Váš šéf vám pravdepodobne za prácu neplatí toľko, koľko si zaslúžite. Namiesto toho vám platí toľko, koľko si myslí, že si zaslúžite. Je načase, aby ste sa naučili, ako môžete jeho zmýšľanie ovplyvniť. Finančná poradkyňa Casey Brown sa s vami podelí o užitočné príbehy a vedomosti, ktoré vám môžu pomôcť lepšie komunikovať vašu hodnotu a tiež dostať zaplatené za to, v čom vynikáte.
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.
Nikto vám nikdy nezaplatí toľko,
koľko si zaslúžite.
koľko si zaslúžite.
00:12
No one will ever pay you
what you're worth.
what you're worth.
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00:17
No one will ever pay you
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Nikto vám nikdy nezaplatí toľko,
koľko si zaslúžite.
koľko si zaslúžite.
00:20
what you're worth.
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00:23
They'll only ever pay you
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Ľudia vám zaplatia iba toľko,
00:25
what they think you're worth.
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koľko si myslia, že si zaslúžite.
A vy ovládate ich zmýšľanie.
00:28
And you control their thinking,
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00:31
not like this,
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Nie takto...
00:33
although that would be cool.
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hoci to by bolo super.
00:34
(Laughter)
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(smiech)
Bolo by to skutočne super.
00:36
That would be really cool.
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00:39
Instead, like this:
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Namiesto toho jasne definujte
a komunikujte svoju hodnotu,
a komunikujte svoju hodnotu,
00:41
clearly defining and communicating
your value are essential
your value are essential
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ak chcete, aby vám dobre zaplatili
za vaše výnimočné schopnosti.
za vaše výnimočné schopnosti.
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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Kto z vás chce mať dobrý plat?
Dobre, tak potom je táto
prednáška pre vás všetkých.
prednáška pre vás všetkých.
00:51
OK, good,
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00:52
then this talk is for everyone.
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00:55
It's got universal applicability.
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Je univerzálna.
Platí, či podnikáte,
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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či ste zamestnanec alebo si hľadáte prácu.
01:00
if you're a job seeker.
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Nezáleží na tom, či ste muž alebo žena.
01:02
It's true if you're a man or a woman.
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Dnes sa na túto tému
pozriem očami podnikateľky,
pozriem očami podnikateľky,
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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pretože som si všimla, že ženy
sa podhodnocujú viac ako muži.
sa podhodnocujú viac ako muži.
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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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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Rozdiel v platoch mužov a žien
je stará známa téma.
je stará známa téma.
Podľa Úradu pre pracovnú štatistiku
01:15
According to the Bureau
of Labor Statistics,
of Labor Statistics,
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ženy zarobia len 83 centov za prácu,
za ktorú muži zarobia dolár.
za ktorú muži zarobia dolár.
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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Možno vás to prekvapí,
01:23
What may surprise you
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ale tento trend platí aj
v podnikateľskom prostredí.
v podnikateľskom prostredí.
01:24
is that this trend continues
even into the entrepreneurial sphere.
even into the entrepreneurial sphere.
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Podnikateľky zarobia 80 centov za prácu,
za ktorú podnikatelia zarobia dolár.
za ktorú podnikatelia zarobia dolár.
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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Často som počula podnikateľky vyjadriť sa,
01:33
In my work, I've often heard women express
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že im nie je príjemné hovoriť
o svojej vlastnej hodnote,
o svojej vlastnej hodnote,
01:35
that they're uncomfortable
communicating their value,
communicating their value,
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hlavne ak s podnikaním len začínajú.
01:38
especially early on in business ownership.
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01:41
They say things like,
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Hovoria niečo ako:
„Nechcem sa chvastať.“
01:43
"I don't like to toot my own horn."
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„Nech moja práca hovorí sama za seba.“
01:46
"I'd rather let the work
speak for itself."
speak for itself."
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01:49
"I don't like to sing my own praises."
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„Nechcem sa vystatovať.“
01:51
I hear very different narratives
in working with male business owners,
in working with male business owners,
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Od podnikateľov som počula úplné iné veci
a myslím si, že práve tento postoj
stojí ženy tých 20 centov.
stojí ženy tých 20 centov.
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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Rada by som vám porozprávala
o jednej poradenskej firme,
o jednej poradenskej firme,
01:59
I'd like to tell you the story
of a consulting firm
of a consulting firm
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02:02
that helps their clients
dramatically improve their profitability.
dramatically improve their profitability.
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ktorá klientom pomáha
výrazne zvýšiť ich ziskovosť.
výrazne zvýšiť ich ziskovosť.
Je to moja firma.
02:05
That company is my company.
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02:07
After my first year in business,
I saw the profit increases
I saw the profit increases
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Po roku som videla, ako klientom
vďaka mojej spolupráci narastá profit,
vďaka mojej spolupráci narastá profit,
02:11
that my clients were realizing
in working with me,
in working with me,
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a uvedomila som si,
že musím prehodnotiť svoje ceny.
že musím prehodnotiť svoje ceny.
02:14
and I realized that I needed
to reevaluate my pricing.
to reevaluate my pricing.
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02:17
I was really underpriced
relative to the value I was delivering.
relative to the value I was delivering.
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Vzhľadom na ich hodnotový prínos,
moje služby boli skutočne pod cenou.
moje služby boli skutočne pod cenou.
Priznávam to len ťažko,
keďže som finančná poradkyňa.
keďže som finančná poradkyňa.
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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(smiech)
02:25
(Laughter)
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Je to moja práca.
02:27
It's what I do.
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Pomáham firmám oceniť ich hodnotu.
02:28
I help companies price for value.
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Realita je však realita
02:31
But nonetheless, it's what I saw,
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02:32
and so I sat down to evaluate my pricing,
evaluate my value,
evaluate my value,
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a tak som sa rozhodla posúdiť
svoje ceny a svoju hodnotu.
svoje ceny a svoju hodnotu.
Hľadala som odpovede
na základné otázky o mojej hodnote.
na základné otázky o mojej hodnote.
02:37
and I did that
by asking key value questions.
by asking key value questions.
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Aké sú potreby mojich klientov
a ako ich dokážem naplniť?
a ako ich dokážem naplniť?
02:41
What are my clients' needs
and how do I meet them?
and how do I meet them?
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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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Vďaka ktorým jedinečným schopnostiam
im viem pomôcť lepšie než druhí?
im viem pomôcť lepšie než druhí?
02:48
What do I do that no one else does?
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Čo pre nich robím ja a iní nie?
02:51
What problems do I solve for clients?
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Aké problémy dokážem
pre klientov vyriešiť?
pre klientov vyriešiť?
Akú pridanú hodnotu poskytujem?
02:53
What value do I add?
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02:56
I answered these questions
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Zodpovedala som si na tieto otázky,
definovala som, aká prínosná
je moja práca pre klientov,
je moja práca pre klientov,
02:58
and defined the value that my clients
get from working with me,
get from working with me,
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prepočítala som návratnosť ich investícií
03:02
calculated their return on investment,
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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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a zistila som,
že by som mala zdvojnásobiť ceny.
že by som mala zdvojnásobiť ceny.
Zdvojnásobiť.
03:07
double it.
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03:09
Now, I confess to you, this terrified me.
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Priznám sa, že tá myšlienka ma vydesila.
Som expert, ale to neznamená,
že nemám strach.
že nemám strach.
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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Vedela som, že mám tú hodnotu.
03:17
I knew the value was there.
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03:19
I was convinced the value was there,
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Bola som o tom presvedčená
a napriek tomu som bola vydesená.
03:21
and I was still scared out of my wits.
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03:24
What if nobody would pay me that?
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Čo ak mi nikto toľko nezaplatí?
03:26
What if clients said, "That's ridiculous.
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Čo ak klienti povedia:
„To je smiešne. Zošaleli ste?“
03:28
You're ridiculous."
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Skutočne to bola moja cena?
03:30
Was I really worth that?
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03:33
Not my work, mind you, but me.
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Nie cena mojej práce, ale moja.
03:36
Was I worth that?
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Mala som takú hodnotu?
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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Mám dve nádherné dcérky,
ktoré sú na mňa odkázané.
ktoré sú na mňa odkázané.
Som slobodná matka.
03:41
I'm a single mom.
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Čo ak moja firma skrachuje?
03:43
What if my business fails?
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03:45
What if I fail?
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Čo ak zlyhám?
03:48
But I know how to take my own medicine,
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Viem však ako užiť liek,
ktorý predpisujem mojim klientom.
03:51
the medicine that I
prescribe to my clients.
prescribe to my clients.
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Naštudovala som si všetky fakty.
03:53
I had done the homework.
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03:55
I knew the value was there.
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Vedela som, že mám takú hodnotu.
03:57
So when prospects came,
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Pri nových zákazkách som teda pripravila
návrhy s novými vyššími cenami,
návrhy s novými vyššími cenami,
04:00
I prepared the proposals
with the new higher pricing
with the new higher pricing
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poslala som ich klientom
a komunikovala som im svoju hodnotu.
a komunikovala som im svoju hodnotu.
04:03
and sent them out
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04:04
and communicated the value.
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Ako tento príbeh skončil?
04:07
How's the story end?
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04:09
Clients continued to hire me
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Klienti si ma aj naďalej najímali,
odporúčali ma a som stále tu.
odporúčali ma a som stále tu.
04:11
and refer me and recommend me,
and I'm still here.
and I'm still here.
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Tento príbeh som vám povedala,
04:16
And I share this story
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04:17
because doubts and fears
are natural and normal.
are natural and normal.
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pretože je prirodzené mať
pochybnosti a strach.
pochybnosti a strach.
Nedefinuje to však našu hodnotu
04:20
But they don't define our value,
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a nemalo by to limitovať
náš potenciál zárobku.
náš potenciál zárobku.
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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Rada by som vám povedala ešte o žene,
04:29
about a woman who learned
to communicate her value
to communicate her value
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ktorá sa naučila komunikovať
svoju hodnotu a našla svoj hlas.
svoju hodnotu a našla svoj hlas.
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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Patrí jej úspešná firma na tvorbu webov
04:37
and employs several people.
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a zamestnáva niekoľko ľudí.
04:39
When she first started her firm
and for several years thereafter,
and for several years thereafter,
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Prvých pár rokov podnikania hovorila:
04:42
she would say, "I have
a little web design company."
a little web design company."
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„Mám takú malú firmu na tvorbu webov.“
04:46
She'd actually use
those words with clients.
those words with clients.
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Presne toto hovorila klientom.
„Mám takú malú firmu na tvorbu webov.“
04:49
"I have a little web design company."
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04:52
In this and in many other small ways,
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Týmto a podobnými spôsobmi znižovala
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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v očiach perspektívnych
a existujúcich klientov
a existujúcich klientov
nielen hodnotu firmy, ale aj tú svoju.
04:58
and diminishing herself.
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Malo to vplyv na jej schopnosť
zarobiť toľko, koľko si zaslúžila.
zarobiť toľko, koľko si zaslúžila.
05:01
It was really impacting her ability
to earn what she was worth.
to earn what she was worth.
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Slovami a štýlom dávala najavo,
05:05
I believe her language and her style
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že sama neverí, že ponúka
niečo s vysokou hodnotou.
niečo s vysokou hodnotou.
05:08
communicated that she didn't believe
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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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Hovorila, že svoje služby priam rozdávala.
05:18
And so she began her journey
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Vydala sa teda na cestu,
počas ktorej prevzala zodpovednosť
za komunikáciu svojej hodnoty
za komunikáciu svojej hodnoty
05:20
to take responsibility
for communicating value to clients
for communicating value to clients
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a zmenu svojho posolstva.
05:23
and changing her message.
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05:26
One thing I shared with her
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Povedala som jej, že je veľmi dôležité,
05:28
is that it's so important
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aby každý z nás našiel vlastný hlas,
05:30
to find your own voice,
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05:31
a voice that's authentic and true to you.
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ktorý by bol autentický a úprimný.
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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Nesnažte sa znieť ako vaša švagriná
len preto, že vie čokoľvek predať,
len preto, že vie čokoľvek predať,
alebo ako váš vtipný sused,
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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ak takí v skutočnosti nie ste.
05:41
Give up this notion
that it's tooting your own horn.
that it's tooting your own horn.
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Prestaňte si myslieť, že sa chvastáte.
Zamerajte sa na klientov.
05:44
Make it about the other party.
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Sústreďte sa na to, ako byť prospešní,
a nebude to o vychvaľovaní.
a nebude to o vychvaľovaní.
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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05:50
What do you love about what you do?
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Čo máte radi na svojej práci?
Pre čo sa viete v práci nadchnúť?
05:53
What excites you
about the work that you do?
about the work that you do?
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Ak budete vychádzať z tohto,
05:55
If you connect with that, communicating
your value will come naturally.
your value will come naturally.
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stane sa pre vás prirodzeným
rozprávať o svojej hodnote.
rozprávať o svojej hodnote.
06:00
So she embraced her natural style,
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Tá žena prijala svoj prirodzený štýl,
našla svoj hlas a zmenila posolstvo.
06:02
found her voice and changed her message.
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06:06
For one thing, she stopped calling herself
a little web design company.
a little web design company.
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Medziiným prestala hovoriť,
že má takú malú firmu na tvorbu webov.
že má takú malú firmu na tvorbu webov.
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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Komunikácia posolstva jej dodala veľa síl.
06:15
She's now charging three times
as much for web design,
as much for web design,
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Teraz za svoju prácu účtuje
trikrát toľko ako predtým
trikrát toľko ako predtým
a má viac a viac práce.
06:18
and her business is growing.
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06:20
She told me about a recent meeting
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Povedala mi, že nedávno mala stretnutie
06:22
with a gruff and sometimes
difficult client
difficult client
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so strohým a občas problémovým klientom,
06:24
who had called a meeting questioning
progress on search engine optimization.
progress on search engine optimization.
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ktorý pochyboval o pokroku
pri optimalizácii vyhľadávača.
pri optimalizácii vyhľadávača.
06:29
She said in the old days,
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Predtým by to bolo
pre ňu veľmi zastrašujúce,
pre ňu veľmi zastrašujúce,
06:30
that would have been
a really intimidating meeting for her,
a really intimidating meeting for her,
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ale teraz k tomu pristupovala inak.
06:33
but her mindset was different.
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Pripravila si potrebné informácie,
06:35
She said, she prepared the information,
sat down with the client,
sat down with the client,
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sadla si s klientom a povedala si,
06:38
said this isn't about me,
it's not personal,
it's not personal,
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že to nie je o nej,
že to nie je nič osobné,
že to nie je nič osobné,
že je to o klientovi.
06:41
it's about the client.
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Prešla si s ním všetky údaje a čísla,
06:42
She took them through the data,
through the numbers,
through the numbers,
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vlastnými slovami mu vysvetlila trendy
a pokrok, ktorý urobili,
a pokrok, ktorý urobili,
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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a svojím spôsobom, ale priamo mu povedala:
„Toto sme pre vás urobili.“
„Toto sme pre vás urobili.“
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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Klient si to uvedomil a povedal:
„Jasné, chápem.“
„Jasné, chápem.“
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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06:57
And she said in describing that meeting,
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Keď mi to opisovala, povedala:
„Nebola som vydesená
a nemala som pocit, že som slabá.
a nemala som pocit, že som slabá.
06:59
"I didn't feel scared or panicky
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07:03
or small,
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Predtým som sa tak cítila.
07:05
which is how I used to feel.
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Teraz som vedela, že to zvládam.
07:07
Instead I feel like, 'OK, I got this.
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07:12
I know what I'm doing. I'm confident.'"
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Vedela som, čo robím.
Bola som sebavedomá.“
Bola som sebavedomá.“
07:17
Being properly valued is so important.
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Je dôležité, aby vás správne ohodnotili.
07:20
You can hear in this story
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Ako ste mohli počuť,
dôsledky sa netýkajú len financií,
07:22
that the implications
range far beyond just finances
range far beyond just finances
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ale siahajú až do oblasti
sebaúcty a sebavedomia.
sebaúcty a sebavedomia.
07:25
into the realm of self-respect
and self-confidence.
and self-confidence.
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07:30
Today I've told two stories,
one about defining our value
one about defining our value
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Dnes som vám povedala dva príbehy.
Prvý bol o definovaní hodnoty
a druhý o jej komunikovaní
a druhý o jej komunikovaní
07:33
and the other about
communicating our value,
communicating our value,
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a to sú dva faktory, ktoré vedú
k plnému potenciálnemu zárobku.
k plnému potenciálnemu zárobku.
07:36
and these are the two elements
to realizing our full earning potential.
to realizing our full earning potential.
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07:40
That's the equation.
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To je tá rovnica.
07:42
And if you're sitting
in the audience today
in the audience today
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Ak tu dnes sedíte a neplatia vám
toľko, koľko si zaslúžite,
toľko, koľko si zaslúžite,
07:45
and you're not being paid
what you're worth,
what you're worth,
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bola by som rada, keby ste ju použili.
07:48
I'd like to welcome you
into this equation.
into this equation.
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Len si predstavte, aký by to bol život,
07:50
Just imagine what life could be like,
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o koľko viac by sme mohli urobiť,
07:53
how much more we could do,
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o koľko viac by sme mohli dať spoločnosti,
07:54
how much more we could give back,
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ako lepšie by sa nám plánovala budúcnosť,
07:57
how much more we could
plan for the future,
plan for the future,
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07:59
how validated and respected we would feel
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akí hodnotní a rešpektovaní
by sme sa cítili,
by sme sa cítili,
keby sme boli platení podľa
svojich skutočných schopností
svojich skutočných schopností
08:02
if we could earn our full potential,
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08:05
realize our full value.
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a plne si uvedomili svoju hodnotu.
Nikto vám nikdy nezaplatí toľko,
koľko si zaslúžite.
koľko si zaslúžite.
08:08
No one will ever pay you
what you're worth.
what you're worth.
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Zaplatia vám iba toľko,
koľko si myslia, že si zaslúžite,
koľko si myslia, že si zaslúžite,
08:11
They'll only ever pay you
what they think you're worth,
what they think you're worth,
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08:13
and you control their thinking.
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a to, čo si myslia, ovládate vy.
Ďakujem.
08:16
Thank you.
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(potlesk)
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