[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:17.42,0:00:19.46,Default,,0000,0000,0000,,No one will ever pay you\Nwhat you're worth.
Dialogue: 0,0:00:22.54,0:00:24.88,Default,,0000,0000,0000,,No one will ever pay you
Dialogue: 0,0:00:24.90,0:00:26.10,Default,,0000,0000,0000,,what you're worth.
Dialogue: 0,0:00:28.50,0:00:30.44,Default,,0000,0000,0000,,They'll only ever pay you
Dialogue: 0,0:00:30.46,0:00:31.84,Default,,0000,0000,0000,,what they think you're worth.
Dialogue: 0,0:00:33.10,0:00:34.66,Default,,0000,0000,0000,,And you control their thinking,
Dialogue: 0,0:00:36.26,0:00:37.46,Default,,0000,0000,0000,,not like this,
Dialogue: 0,0:00:38.18,0:00:39.52,Default,,0000,0000,0000,,although that would be cool.
Dialogue: 0,0:00:39.54,0:00:41.16,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:41.18,0:00:42.46,Default,,0000,0000,0000,,That would be really cool.
Dialogue: 0,0:00:44.06,0:00:45.30,Default,,0000,0000,0000,,Instead, like this:
Dialogue: 0,0:00:46.06,0:00:51.30,Default,,0000,0000,0000,,clearly defining and communicating\Nyour value are essential
Dialogue: 0,0:00:51.32,0:00:53.20,Default,,0000,0000,0000,,to being paid well for your excellence.
Dialogue: 0,0:00:54.19,0:00:55.79,Default,,0000,0000,0000,,Anyone here want to be paid well?
Dialogue: 0,0:00:56.75,0:00:58.05,Default,,0000,0000,0000,,OK, good,
Dialogue: 0,0:00:58.07,0:00:59.55,Default,,0000,0000,0000,,then this talk is for everyone.
Dialogue: 0,0:01:00.39,0:01:02.37,Default,,0000,0000,0000,,It's got universal applicability.
Dialogue: 0,0:01:02.39,0:01:05.89,Default,,0000,0000,0000,,It's true if you're a business owner,\Nif you're an employee,
Dialogue: 0,0:01:05.91,0:01:07.37,Default,,0000,0000,0000,,if you're a job seeker.
Dialogue: 0,0:01:07.39,0:01:09.19,Default,,0000,0000,0000,,It's true if you're a man or a woman.
Dialogue: 0,0:01:09.99,0:01:13.53,Default,,0000,0000,0000,,Now, I approach this today through\Nthe lens of the woman business owner,
Dialogue: 0,0:01:13.55,0:01:16.95,Default,,0000,0000,0000,,because in my work I've observed\Nthat women underprice more so than men.
Dialogue: 0,0:01:20.05,0:01:23.23,Default,,0000,0000,0000,,The gender wage gap is\Na well-traveled narrative in this country.
Dialogue: 0,0:01:24.19,0:01:26.29,Default,,0000,0000,0000,,According to the Bureau\Nof Labor Statistics,
Dialogue: 0,0:01:26.31,0:01:31.57,Default,,0000,0000,0000,,a woman employee earns just 83 cents\Nfor every dollar a man earns.
Dialogue: 0,0:01:33.39,0:01:34.81,Default,,0000,0000,0000,,What may surprise you
Dialogue: 0,0:01:34.83,0:01:38.45,Default,,0000,0000,0000,,is that this trend continues\Neven into the entrepreneurial sphere.
Dialogue: 0,0:01:38.47,0:01:43.57,Default,,0000,0000,0000,,A woman business owner earns just\N80 cents for every dollar a man earns.
Dialogue: 0,0:01:45.02,0:01:47.43,Default,,0000,0000,0000,,In my work, I've often heard women express
Dialogue: 0,0:01:47.45,0:01:50.23,Default,,0000,0000,0000,,that they're uncomfortable\Ncommunicating their value,
Dialogue: 0,0:01:50.25,0:01:52.41,Default,,0000,0000,0000,,especially early on in business ownership.
Dialogue: 0,0:01:53.64,0:01:55.18,Default,,0000,0000,0000,,They say things like,
Dialogue: 0,0:01:55.20,0:01:56.88,Default,,0000,0000,0000,,"I don't like to toot my own horn."
Dialogue: 0,0:01:57.72,0:01:59.76,Default,,0000,0000,0000,,"I'd rather let the work\Nspeak for itself."
Dialogue: 0,0:02:00.68,0:02:02.49,Default,,0000,0000,0000,,"I don't like to sing my own praises."
Dialogue: 0,0:02:03.28,0:02:06.78,Default,,0000,0000,0000,,I hear very different narratives\Nin working with male business owners,
Dialogue: 0,0:02:06.80,0:02:10.00,Default,,0000,0000,0000,,and I think this difference\Nis costing women 20 cents on the dollar.
Dialogue: 0,0:02:11.56,0:02:13.98,Default,,0000,0000,0000,,I'd like to tell you the story\Nof a consulting firm
Dialogue: 0,0:02:14.00,0:02:17.22,Default,,0000,0000,0000,,that helps their clients\Ndramatically improve their profitability.
Dialogue: 0,0:02:17.24,0:02:18.64,Default,,0000,0000,0000,,That company is my company.
Dialogue: 0,0:02:19.76,0:02:22.94,Default,,0000,0000,0000,,After my first year in business,\NI saw the profit increases
Dialogue: 0,0:02:22.96,0:02:25.44,Default,,0000,0000,0000,,that my clients were realizing\Nin working with me,
Dialogue: 0,0:02:26.36,0:02:28.92,Default,,0000,0000,0000,,and I realized that I needed\Nto reevaluate my pricing.
Dialogue: 0,0:02:29.84,0:02:32.88,Default,,0000,0000,0000,,I was really underpriced\Nrelative to the value I was delivering.
Dialogue: 0,0:02:33.56,0:02:36.72,Default,,0000,0000,0000,,It's hard for me to admit to you,\Nbecause I'm a pricing consultant.
Dialogue: 0,0:02:37.24,0:02:38.94,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:38.96,0:02:40.18,Default,,0000,0000,0000,,It's what I do.
Dialogue: 0,0:02:40.20,0:02:42.00,Default,,0000,0000,0000,,I help companies price for value.
Dialogue: 0,0:02:43.04,0:02:44.66,Default,,0000,0000,0000,,But nonetheless, it's what I saw,
Dialogue: 0,0:02:44.68,0:02:48.56,Default,,0000,0000,0000,,and so I sat down to evaluate my pricing,\Nevaluate my value,
Dialogue: 0,0:02:49.32,0:02:52.20,Default,,0000,0000,0000,,and I did that\Nby asking key value questions.
Dialogue: 0,0:02:52.96,0:02:55.66,Default,,0000,0000,0000,,What are my clients' needs\Nand how do I meet them?
Dialogue: 0,0:02:57.43,0:03:01.27,Default,,0000,0000,0000,,What is my unique skill set that makes me\Nbetter qualified to serve my clients?
Dialogue: 0,0:03:02.36,0:03:04.04,Default,,0000,0000,0000,,What do I do that no one else does?
Dialogue: 0,0:03:04.86,0:03:07.50,Default,,0000,0000,0000,,What problems do I solve for clients?
Dialogue: 0,0:03:07.52,0:03:08.96,Default,,0000,0000,0000,,What value do I add?
Dialogue: 0,0:03:10.56,0:03:12.34,Default,,0000,0000,0000,,I answered these questions
Dialogue: 0,0:03:12.36,0:03:15.98,Default,,0000,0000,0000,,and defined the value that my clients\Nget from working with me,
Dialogue: 0,0:03:16.00,0:03:17.86,Default,,0000,0000,0000,,calculated their return on investment,
Dialogue: 0,0:03:17.88,0:03:20.56,Default,,0000,0000,0000,,and what I saw was\Nthat I needed to double my price,
Dialogue: 0,0:03:21.64,0:03:22.86,Default,,0000,0000,0000,,double it.
Dialogue: 0,0:03:24.18,0:03:27.62,Default,,0000,0000,0000,,Now, I confess to you, this terrified me.
Dialogue: 0,0:03:29.34,0:03:32.02,Default,,0000,0000,0000,,I'm supposed to be the expert in this,\Nbut I'm not cured.
Dialogue: 0,0:03:32.82,0:03:34.36,Default,,0000,0000,0000,,I knew the value was there.
Dialogue: 0,0:03:34.38,0:03:36.40,Default,,0000,0000,0000,,I was convinced the value was there,
Dialogue: 0,0:03:36.42,0:03:38.23,Default,,0000,0000,0000,,and I was still scared out of my wits.
Dialogue: 0,0:03:38.98,0:03:40.96,Default,,0000,0000,0000,,What if nobody would pay me that?
Dialogue: 0,0:03:40.98,0:03:43.24,Default,,0000,0000,0000,,What if clients said, "That's ridiculous.
Dialogue: 0,0:03:43.26,0:03:44.46,Default,,0000,0000,0000,,You're ridiculous."
Dialogue: 0,0:03:45.46,0:03:46.66,Default,,0000,0000,0000,,Was I really worth that?
Dialogue: 0,0:03:48.18,0:03:49.74,Default,,0000,0000,0000,,Not my work, mind you, but me.
Dialogue: 0,0:03:51.48,0:03:52.76,Default,,0000,0000,0000,,Was I worth that?
Dialogue: 0,0:03:56.86,0:03:59.92,Default,,0000,0000,0000,,I'm the mother of two beautiful\Nlittle girls who depend upon me.
Dialogue: 0,0:04:02.58,0:04:04.08,Default,,0000,0000,0000,,I'm a single mom.
Dialogue: 0,0:04:05.47,0:04:06.67,Default,,0000,0000,0000,,It's all up to me.
Dialogue: 0,0:04:08.86,0:04:10.46,Default,,0000,0000,0000,,What if my business fails?
Dialogue: 0,0:04:14.24,0:04:15.44,Default,,0000,0000,0000,,What if I fail?
Dialogue: 0,0:04:22.47,0:04:24.35,Default,,0000,0000,0000,,But I know how to take my own medicine,
Dialogue: 0,0:04:25.27,0:04:27.81,Default,,0000,0000,0000,,the medicine that I\Nprescribe to my clients.
Dialogue: 0,0:04:27.83,0:04:29.53,Default,,0000,0000,0000,,I had done the homework.
Dialogue: 0,0:04:29.55,0:04:30.99,Default,,0000,0000,0000,,I knew the value was there.
Dialogue: 0,0:04:31.91,0:04:33.43,Default,,0000,0000,0000,,So when prospects came,
Dialogue: 0,0:04:34.59,0:04:37.61,Default,,0000,0000,0000,,I prepared the proposals\Nwith the new higher pricing
Dialogue: 0,0:04:37.63,0:04:38.93,Default,,0000,0000,0000,,and sent them out
Dialogue: 0,0:04:38.95,0:04:40.24,Default,,0000,0000,0000,,and communicated the value.
Dialogue: 0,0:04:41.65,0:04:42.85,Default,,0000,0000,0000,,How's the story end?
Dialogue: 0,0:04:44.07,0:04:46.05,Default,,0000,0000,0000,,Clients continued to hire me
Dialogue: 0,0:04:46.07,0:04:48.43,Default,,0000,0000,0000,,and refer me and recommend me,\Nand I'm still here.
Dialogue: 0,0:04:50.27,0:04:51.53,Default,,0000,0000,0000,,And I share this story
Dialogue: 0,0:04:51.55,0:04:53.99,Default,,0000,0000,0000,,because doubts and fears\Nare natural and normal.
Dialogue: 0,0:04:54.63,0:04:57.09,Default,,0000,0000,0000,,But they don't define our value,
Dialogue: 0,0:04:57.11,0:04:59.31,Default,,0000,0000,0000,,and they shouldn't limit\Nour earning potential.
Dialogue: 0,0:05:01.79,0:05:03.57,Default,,0000,0000,0000,,I'd like to share another story,
Dialogue: 0,0:05:03.59,0:05:06.41,Default,,0000,0000,0000,,about a woman who learned\Nto communicate her value
Dialogue: 0,0:05:06.43,0:05:07.63,Default,,0000,0000,0000,,and found her own voice.
Dialogue: 0,0:05:09.19,0:05:11.57,Default,,0000,0000,0000,,She runs a successful\Nweb development company
Dialogue: 0,0:05:11.59,0:05:12.88,Default,,0000,0000,0000,,and employs several people.
Dialogue: 0,0:05:13.83,0:05:17.05,Default,,0000,0000,0000,,When she first started her firm\Nand for several years thereafter,
Dialogue: 0,0:05:17.07,0:05:20.03,Default,,0000,0000,0000,,she would say, "I have\Na little web design company."
Dialogue: 0,0:05:21.07,0:05:23.61,Default,,0000,0000,0000,,She'd actually use\Nthose words with clients.
Dialogue: 0,0:05:23.63,0:05:25.43,Default,,0000,0000,0000,,"I have a little web design company."
Dialogue: 0,0:05:26.59,0:05:28.41,Default,,0000,0000,0000,,In this and in many other small ways,
Dialogue: 0,0:05:28.43,0:05:32.33,Default,,0000,0000,0000,,she was diminishing her company\Nin the eyes of prospects and clients,
Dialogue: 0,0:05:32.35,0:05:33.59,Default,,0000,0000,0000,,and diminishing herself.
Dialogue: 0,0:05:35.27,0:05:38.31,Default,,0000,0000,0000,,It was really impacting her ability\Nto earn what she was worth.
Dialogue: 0,0:05:39.31,0:05:42.21,Default,,0000,0000,0000,,I believe her language and her style
Dialogue: 0,0:05:42.23,0:05:44.49,Default,,0000,0000,0000,,communicated that she didn't believe
Dialogue: 0,0:05:44.51,0:05:45.84,Default,,0000,0000,0000,,she had much value to offer.
Dialogue: 0,0:05:48.03,0:05:50.99,Default,,0000,0000,0000,,In her own words, she was practically\Ngiving her services away.
Dialogue: 0,0:05:52.27,0:05:54.57,Default,,0000,0000,0000,,And so she began her journey
Dialogue: 0,0:05:54.59,0:05:57.77,Default,,0000,0000,0000,,to take responsibility\Nfor communicating value to clients
Dialogue: 0,0:05:57.79,0:05:58.99,Default,,0000,0000,0000,,and changing her message.
Dialogue: 0,0:06:00.79,0:06:02.29,Default,,0000,0000,0000,,One thing I shared with her
Dialogue: 0,0:06:02.31,0:06:04.37,Default,,0000,0000,0000,,is that it's so important
Dialogue: 0,0:06:04.39,0:06:05.89,Default,,0000,0000,0000,,to find your own voice,
Dialogue: 0,0:06:05.91,0:06:07.97,Default,,0000,0000,0000,,a voice that's authentic and true to you.
Dialogue: 0,0:06:07.99,0:06:11.69,Default,,0000,0000,0000,,Don't try to channel your sister-in-law\Njust because she's a great salesperson
Dialogue: 0,0:06:11.71,0:06:14.83,Default,,0000,0000,0000,,or your neighbor who tells a great joke\Nif that's not who you are.
Dialogue: 0,0:06:15.91,0:06:18.37,Default,,0000,0000,0000,,Give up this notion\Nthat it's tooting your own horn.
Dialogue: 0,0:06:18.39,0:06:20.13,Default,,0000,0000,0000,,Make it about the other party.
Dialogue: 0,0:06:20.15,0:06:23.43,Default,,0000,0000,0000,,Focus on serving and adding value,\Nand it won't feel like bragging.
Dialogue: 0,0:06:24.67,0:06:27.29,Default,,0000,0000,0000,,What do you love about what you do?
Dialogue: 0,0:06:27.31,0:06:29.41,Default,,0000,0000,0000,,What excites you\Nabout the work that you do?
Dialogue: 0,0:06:29.43,0:06:32.83,Default,,0000,0000,0000,,If you connect with that, communicating\Nyour value will come naturally.
Dialogue: 0,0:06:34.75,0:06:37.01,Default,,0000,0000,0000,,So she embraced her natural style,
Dialogue: 0,0:06:37.03,0:06:39.19,Default,,0000,0000,0000,,found her voice and changed her message.
Dialogue: 0,0:06:40.35,0:06:44.33,Default,,0000,0000,0000,,For one thing, she stopped calling herself\Na little web design company.
Dialogue: 0,0:06:44.35,0:06:48.19,Default,,0000,0000,0000,,She really found a lot of strength\Nand power in communicating her message.
Dialogue: 0,0:06:49.51,0:06:52.45,Default,,0000,0000,0000,,She's now charging three times\Nas much for web design,
Dialogue: 0,0:06:52.47,0:06:53.80,Default,,0000,0000,0000,,and her business is growing.
Dialogue: 0,0:06:55.11,0:06:56.77,Default,,0000,0000,0000,,She told me about a recent meeting
Dialogue: 0,0:06:56.79,0:06:58.97,Default,,0000,0000,0000,,with a gruff and sometimes\Ndifficult client
Dialogue: 0,0:06:58.99,0:07:02.59,Default,,0000,0000,0000,,who had called a meeting questioning\Nprogress on search engine optimization.
Dialogue: 0,0:07:03.71,0:07:04.93,Default,,0000,0000,0000,,She said in the old days,
Dialogue: 0,0:07:04.95,0:07:07.73,Default,,0000,0000,0000,,that would have been\Na really intimidating meeting for her,
Dialogue: 0,0:07:07.75,0:07:09.21,Default,,0000,0000,0000,,but her mindset was different.
Dialogue: 0,0:07:09.23,0:07:12.93,Default,,0000,0000,0000,,She said, she prepared the information,\Nsat down with the client,
Dialogue: 0,0:07:12.95,0:07:15.73,Default,,0000,0000,0000,,said this isn't about me,\Nit's not personal,
Dialogue: 0,0:07:15.75,0:07:17.09,Default,,0000,0000,0000,,it's about the client.
Dialogue: 0,0:07:17.11,0:07:19.70,Default,,0000,0000,0000,,She took them through the data,\Nthrough the numbers ...
Dialogue: 0,0:07:22.27,0:07:26.21,Default,,0000,0000,0000,,laid out the trends and the progress\Nin her own voice and in her own way,
Dialogue: 0,0:07:26.23,0:07:28.93,Default,,0000,0000,0000,,but very directly said,\N"Here's what we've done for you."
Dialogue: 0,0:07:28.95,0:07:31.79,Default,,0000,0000,0000,,The client sat up and took notice,\Nand said, "OK, I got it."
Dialogue: 0,0:07:33.79,0:07:35.73,Default,,0000,0000,0000,,And she said in describing that meeting,
Dialogue: 0,0:07:35.75,0:07:38.59,Default,,0000,0000,0000,,"I didn't feel scared or panicky
Dialogue: 0,0:07:39.39,0:07:40.59,Default,,0000,0000,0000,,or small,
Dialogue: 0,0:07:41.63,0:07:42.96,Default,,0000,0000,0000,,which is how I used to feel.
Dialogue: 0,0:07:43.63,0:07:47.15,Default,,0000,0000,0000,,Instead I feel like, 'OK, I got this.
Dialogue: 0,0:07:48.11,0:07:50.75,Default,,0000,0000,0000,,I know what I'm doing. I'm confident.'"
Dialogue: 0,0:07:53.63,0:07:56.25,Default,,0000,0000,0000,,Being properly valued is so important.
Dialogue: 0,0:07:56.27,0:07:57.93,Default,,0000,0000,0000,,You can hear in this story
Dialogue: 0,0:07:57.95,0:08:01.17,Default,,0000,0000,0000,,that the implications\Nrange far beyond just finances
Dialogue: 0,0:08:01.19,0:08:04.63,Default,,0000,0000,0000,,into the realm of self-respect\Nand self-confidence.
Dialogue: 0,0:08:06.19,0:08:09.73,Default,,0000,0000,0000,,Today I've told two stories,\None about defining our value
Dialogue: 0,0:08:09.75,0:08:12.57,Default,,0000,0000,0000,,and the other about\Ncommunicating our value,
Dialogue: 0,0:08:12.59,0:08:16.37,Default,,0000,0000,0000,,and these are the two elements\Nto realizing our full earning potential.
Dialogue: 0,0:08:16.39,0:08:17.59,Default,,0000,0000,0000,,That's the equation.
Dialogue: 0,0:08:18.67,0:08:20.75,Default,,0000,0000,0000,,And if you're sitting\Nin the audience today
Dialogue: 0,0:08:21.39,0:08:23.85,Default,,0000,0000,0000,,and you're not being paid\Nwhat you're worth,
Dialogue: 0,0:08:23.87,0:08:25.91,Default,,0000,0000,0000,,I'd like to welcome you\Ninto this equation.
Dialogue: 0,0:08:28.33,0:08:30.71,Default,,0000,0000,0000,,Just imagine what life could be like,
Dialogue: 0,0:08:30.73,0:08:32.59,Default,,0000,0000,0000,,how much more we could do,
Dialogue: 0,0:08:32.61,0:08:34.71,Default,,0000,0000,0000,,how much more we could give back,
Dialogue: 0,0:08:34.73,0:08:37.27,Default,,0000,0000,0000,,how much more we could\Nplan for the future,
Dialogue: 0,0:08:37.29,0:08:39.49,Default,,0000,0000,0000,,how validated and respected we would feel
Dialogue: 0,0:08:40.49,0:08:43.19,Default,,0000,0000,0000,,if we could earn our full potential,
Dialogue: 0,0:08:43.21,0:08:44.53,Default,,0000,0000,0000,,realize our full value.
Dialogue: 0,0:08:46.45,0:08:48.49,Default,,0000,0000,0000,,No one will ever pay you\Nwhat you're worth.
Dialogue: 0,0:08:49.05,0:08:51.67,Default,,0000,0000,0000,,They'll only ever pay you\Nwhat they think you're worth,
Dialogue: 0,0:08:51.69,0:08:53.21,Default,,0000,0000,0000,,and you control their thinking.
Dialogue: 0,0:08:53.97,0:08:55.35,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:08:55.37,0:09:01.78,Default,,0000,0000,0000,,(Applause)