告别冷冰冰的公关稿！FT为你解构：为什么连 CEO 们都在争
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:00 | Everyone needs a personal brand across global industries, | 每个人都需要一个个人品牌 跨越全球工业, |
| 0:04 | from the company's newest intern to the most established CEO. | 从公司最新的实习生到最有名的首席执行官 |
| 0:09 | Until recently, winning over fans was the work of famous actors and sports stars. | 直到最近,战胜粉丝是著名演员和运动明星的作品. |
| 0:15 | Today, just about anyone can become well known as a content creator. | 今天,几乎任何人都可以成为内容创作者。 |
| 0:21 | So anyone with a phone and a point of view can pick it up and create content | 所以任何有手机和观点的人 都可以拿起并创造内容 |
| 0:24 | and potentially reach an audience of millions. | 并有可能到达数百万观众。 |
| 0:26 | We're talking hundreds of millions of people potentially in this market right now. | 我们说的是,现在这个市场里有亿万潜在的人。 |
| 0:31 | In the AI era, the rules are changing fast. | 在AI时代,规则变化很快. |
| 0:35 | The thing about business development is you're so desperate to have a topic to talk to somebody about. | 关于商业发展,你非常渴望 有个话题要和别人谈谈。 |
| 0:41 | And it's those opening seconds. | 也是开场的几秒钟 |
展开字幕全文（287 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | Everyone needs a personal brand across global industries, | 每个人都需要一个个人品牌 跨越全球工业, |
| 2 | from the company's newest intern to the most established CEO. | 从公司最新的实习生到最有名的首席执行官 |
| 3 | Until recently, winning over fans was the work of famous actors and sports stars. | 直到最近,战胜粉丝是著名演员和运动明星的作品. |
| 4 | Today, just about anyone can become well known as a content creator. | 今天,几乎任何人都可以成为内容创作者。 |
| 5 | So anyone with a phone and a point of view can pick it up and create content | 所以任何有手机和观点的人 都可以拿起并创造内容 |
| 6 | and potentially reach an audience of millions. | 并有可能到达数百万观众。 |
| 7 | We're talking hundreds of millions of people potentially in this market right now. | 我们说的是,现在这个市场里有亿万潜在的人。 |
| 8 | In the AI era, the rules are changing fast. | 在AI时代,规则变化很快. |
| 9 | The thing about business development is you're so desperate to have a topic to talk to somebody about. | 关于商业发展,你非常渴望 有个话题要和别人谈谈。 |
| 10 | And it's those opening seconds. | 也是开场的几秒钟 |
| 11 | If you can find any sort of a coat hook to continue that chat on, that's good for the business. | 如果你能找到任何一种外套钩 继续聊天, 这对生意有好处。 |
| 12 | I'm Isabel Burry. | 我是伊莎贝尔·布瑞 |
| 13 | I lead the FT's Working It brand, | 我领导FT的工作品牌, |
| 14 | speaking, presenting and writing about management, leadership and workplaces. | 讨论、介绍和写作管理、领导和工作场所。 |
| 15 | In this series, I'll explore some of the most pressing issues around the future of work | 在这个系列中,我将探索一些围绕未来工作最紧迫的问题. |
| 16 | and talk to senior leaders about how they are making work better. | 并和高层领导人谈谈他们是如何改善工作的。 |
| 17 | Trust is a real big part of it and that's what we're really trying to build. | 信任是其中的一大部分, 而这正是我们真正想要建设的。 |
| 18 | For everyone. | 为诸众生. |
| 19 | If the corporate ladder is broken, and even if it isn't, | 如果公司梯子被打破了 即使不是 |
| 20 | there are a huge range of jobs that didn't exist even a few years ago. | 几年前就不存在大量的工作 |
| 21 | Content creation, branding, side hustles, | 内容创建,品牌化, 侧手夹击, |
| 22 | relying on an employer is not going to work in an uncertain future. | 依赖雇主不会在不确定的未来工作。 |
| 23 | People trust people in a world where institutions are now treated with suspicion. | 人们相信人们在这样一个世界上,机构现在受到怀疑的对待。 |
| 24 | The Edelman Trust Barometer finds that the public trusts individuals over institutions. | Edelman信托晴雨表发现,公众信任个人对机构。 |
| 25 | That presents an opportunity for people to build their brands, | 这为人们提供了建立品牌的机会, |
| 26 | whether that's inside or outside a corporate workplace. | 不管是在公司工作场所内部还是外部 |
| 27 | I travel to Dublin to interview William Peek, | 我去都柏林采访威廉·皮克 |
| 28 | the global managing partner of international law firm Harnes. | 是国际法公司Harnes的全球管理伙伴 |
| 29 | William posts often and honestly on LinkedIn, | 威廉经常在LinkedIn上发表诚实的文章, |
| 30 | a strategy that helps him set the strategic and cultural agenda for his global offshore law firm. | 他的海外律师事务所的战略和文化议程 |
| 31 | 我从LinkedIn认识你 | |
| 32 | Never heard of it. | 未曾闻. |
| 33 | How did you get into making short videos, posting? | 你怎么开始制作短片的? |
| 34 | Because the law is quite a staid place. | 因为法律是个很棘手的地方 |
| 35 | I could see that there was a real opportunity there on LinkedIn, | 我看到在LinkedIn上有个真正的机会 |
| 36 | and I could see that nobody was actually sharing any sort of real version of themselves. | 我可以看到,没有人真正分享 任何一种真实的自我。 |
| 37 | Hugely curated content from law firms, totally artificial and not real. | 由律师事务所提供的大量内容 完全是人为的 而不是真实的 |
| 38 | And I thought, there's an opportunity here, | 我想,有一个机会在这里, |
| 39 | and I've always known how to write an engaging hook. | 我一直知道如何写一个订婚的钩子。 |
| 40 | So, I started with posting, and then I drifted into video content, | 于是,我开始张贴, 然后我漂移到视频内容, |
| 41 | because clearly that was getting really good traction on the platform. | 因为很明显这在平台上得到了非常好的牵引力。 |
| 42 | What sort of topics do you post about? | 你发表什么话题? |
| 43 | I post about things that are on my desk, | 我贴在我的桌子上的东西, |
| 44 | and I think that's the bit that connects with people. | 我认为这就是与人联系的部分。 |
| 45 | So, I'm not posting around pro forma topics. | 所以,我不发布 在形式主题。 |
| 46 | I'm posting around things that people can say, | 我在张贴人们可以说的东西, |
| 47 | oh, that's actually an issue that we're dealing with. | 哦,这其实是一个问题 我们正在处理。 |
| 48 | I talk a lot about the challenges of leadership. | 我谈了很多领导的挑战。 |
| 49 | I talk about the journey for junior lawyers, | 我谈论了初级律师的旅程, |
| 50 | the advice that they need that I wish I had received. | 他们需要我的建议 |
| 51 | That authenticity and behind-the-scenes access helps to engage digital audiences. | 这种真实性和幕后访问有助于吸引数字受众。 |
| 52 | And like it or not, from corporates to creatives, | 不管喜欢与否 从公司到创意 |
| 53 | broadcasting a professional identity is something many more of us need to do, according to experts. | 据专家说,传播专业身份是我们更多需要做的事情。 |
| 54 | I asked Mary Beckate, Chief Executive of YMU, | 我问了YMU行政长官玛丽·贝克特 |
| 55 | a management company representing talent in sport, music and entertainment, | 代表体育、音乐和娱乐人才的管理公司, |
| 56 | about the changing media landscape. | 关于媒体环境的变化。 |
| 57 | So, historically, our talent, if they wanted to reach a mass audience, | 所以,历史上,我们的才华, 如果他们想接触大众观众, |
| 58 | they needed to go through a gatekeeper. | 他们需要通过一个守门员。 |
| 59 | That might be a broadcaster, that might be a record label or a publisher. | 可能是播音员 可能是唱片或出版商 |
| 60 | And now, social media has changed all of that. | 现在,社交媒体改变了这一切。 |
| 61 | So, anyone with a phone and a point of view can pick it up and create content | 所以,任何有手机和观点的人 都可以拿起并创造内容 |
| 62 | and potentially reach an audience of millions. | 并有可能到达数百万观众。 |
| 63 | And that's completely changed the game in terms of talent, | 这彻底改变了比赛的才华 |
| 64 | but also where power resides. | 还有权力所在的地方 |
| 65 | Because historically, power resides with the people that distributed the content. | 因为历史上,权力在于传播内容的人。 |
| 66 | Now power resides with the individuals that own the audience. | 现在权力掌握在拥有观众的个人身上。 |
| 67 | And we're seeing the most sophisticated creators build really significant businesses off the back of that. | 我们看到最精密的创造者们 在背后建立了非常重要的企业。 |
| 68 | And I guess this plays into both the individual creator economy and the corporate brand economy, | 我想这对个人创造经济 和公司品牌经济都有影响 |
| 69 | that we trust people more than we trust institutions now. | 我们比现在更信任机构 |
| 70 | Why do you think that's happening and where do you see that going? | 你觉得这是怎么回事? |
| 71 | I think trust is becoming more personal, generally. | 我觉得信任越来越私人化了 |
| 72 | I think we're so bombarded with information and advertising and AI-generated content | 我觉得我们被信息、广告 和人工智能生成的内容 所包围 |
| 73 | that it's actually really difficult to navigate this incredibly complex landscape. | 很难驾驭这个极其复杂的地貌 |
| 74 | I get like, I wake up and I open the phone and it's like a million messages instantly at once. | 我醒来,我打开电话,一瞬间就一百万条信息 |
| 75 | I think people naturally gravitate towards those individuals that can kind of hold their hand through that | 我认为,人们自然地向那些 能够牵着手的人倾斜 |
| 76 | and where they believe what they believe and they feel that there's actually been a relationship built over time. | 他们相信自己所相信的, 并且他们觉得有 一种关系实际上建立 随着时间的推移。 |
| 77 | So I think showing up consistently has really helped creators build enormous levels of trust | 所以我认为 不断的出现 有助于创造者建立 巨大的信任水平 |
| 78 | because trust is hard to build and it's easy to lose. | 因为信任是很难建立起来的 而且很容易失去 |
| 79 | But I think in this AI kind of flooded world, trust is actually the scarce commodity. | 但我认为,在这个被淹没的AI世界里, 信任其实是稀缺的商品。 |
| 80 | Building trust goes hand in hand with creating community. | 建立信任与创建社区是相辅相成的。 |
| 81 | Frankie, tell us who you are and what you do. | Frankie 告诉我们你是谁 做什么 |
| 82 | So I'm Frankie Bridge and I run a business called Phase the Edit. | 所以,我是弗兰基·布里奇,我经营着一个叫做“编辑阶段”的业务。 |
| 83 | And it's an online community, mainly on Instagram, | 它是一个在线社区,主要在Instagram上, |
| 84 | but we have a subscribed mailer that goes out every week. | 但我们有一个订阅邮递员 每周出门。 |
| 85 | And what we do is we curate an edit of our favourite pieces from the high street | 我们做的是整理我们最喜欢的 高街的作品 |
| 86 | to kind of take out the stress for busy women trying to look for pieces | 给忙着找零碎的姑娘们压力很大 |
| 87 | or trying to come up with ideas of what to wear if they're feeling stuck. | 或试图想出一些想法 穿什么 如果他们感觉卡住了。 |
| 88 | But we also now do live events, so we do live runways during Fashion Week. | 但我们现在也做现场直播, 所以我们在时尚周期间做跑道直播。 |
| 89 | We are trying to build a community for women who want to meet like-minded people | 我们正努力为想要遇见志同道合的人的妇女建立一个社区 |
| 90 | and maybe feel like they haven't been welcomed into the fashion space previously. | 也许觉得他们以前没有被欢迎进入时尚空间 |
| 91 | And we're trying to break down those barriers and make everyone feel welcome. | 我们正在试图打破这些障碍 让每个人都感到欢迎。 |
| 92 | So how did it start? | 怎样开始的? |
| 93 | Because you've had a long career. | 因为你的职业生涯很长 |
| 94 | You were a star at 12 or 13 when you were in bands. | 你12岁或13岁时在乐队当明星 |
| 95 | How have you got from there to here? | 你怎么从那里到这里? |
| 96 | Well, it's been a long time. | 好久不见 |
| 97 | I think for me, performing was always such a passion of mine from such a young age. | 我认为,对我来说,表演 总是这样的热情 我从这么年轻。 |
| 98 | 显然,开始工作,最后在乐队"Esquip Juniors"里,12岁. | |
| 99 | Then another pop group called The Saturdays, as I got a bit older. | 后来又一个叫"周六"的流行乐队,因为我年纪大了一点. |
| 100 | And I think it's really difficult when you have already achieved your passion at such a young age. | 我认为,当你在这么年轻的时候 已经实现了你的激情,这真的很困难。 |
| 101 | So what's the difference between having engaged followers on Instagram, for example, | 例如,在Instagram上与追随者订婚有什么区别? |
| 102 | and building a community? | 并建立一个社区? |
| 103 | What's your advice to other people? | 你对别人有什么建议? |
| 104 | I think there's such a big difference. | 我认为有这么大的区别。 |
| 105 | I think community at the moment is a real buzzword. | 我认为社区现在是一个真正的热门词。 |
| 106 | I think brands have realised that community is needed. | 我认为品牌已经意识到 社区是需要的。 |
| 107 | And it's definitely true. | 绝对是真的 |
| 108 | I think we have become such an online world, especially since Covid and things like that. | 我认为我们已经成为一个如此在线的世界,特别是自从科维德和类似的事情之后. |
| 109 | And it has so many benefits. | 它有这么多的好处。 |
| 110 | But also, I think it's made people feel isolated and disconnected. | 但我也觉得这让人感到孤立和脱节。 |
| 111 | And people are trying to create more in real life experiences. | 人们试图在现实生活中创造更多。 |
| 112 | So in this film, we're also talking about personal brand. | 因此在本片中,我们也在谈论个人品牌. |
| 113 | In a corporate job, actually, how that's becoming... | 在公司工作,实际上, 如何成为... |
| 114 | The creative economy has moved into the corporate sphere. | 创意经济进入企业领域. |
| 115 | What would be your advice to somebody who's in a nine-to-five corporate job | 你对一个九五公司工作的人有什么建议? |
| 116 | who wants to build a little bit of a brand? | 谁想建点品牌? |
| 117 | I think it's really hard for a lot of business people, people in corporate. | 我觉得这对很多商人,企业里的人来说是很难的. |
| 118 | I feel like they've always been the person that would never be in front of the camera. | 我觉得他们一直都是不会出现在镜头前的人 |
| 119 | And now, as an economy, we are asking people to be the face of these things | 而现在,作为一个经济, 我们要求人们 成为这些东西的面孔 |
| 120 | because we want to know who they are and we keep saying to have that connection. | 因为我们想知道他们是谁 我们一直说有这种联系 |
| 121 | I think it can feel really unnatural and really embarrassing for some reason. | 我觉得它会觉得很不自然 也有点尴尬 |
| 122 | But I think that comes from feeling judged by other people | 但我觉得这来自于别人的判断 |
| 123 | and stepping outside of your comfort zone. | 踏出你的舒适地带。 |
| 124 | I have friends who have recently started businesses | 我有朋友最近开始做生意 |
| 125 | who have never used social media for their work. | 他们从未利用社交媒体来工作。 |
| 126 | And they're constantly saying to me, | 他们一直对我说, |
| 127 | I can't post this because it's cringey or it's embarrassing. | 我不能贴这个 因为它是Cringey或尴尬。 |
| 128 | And I'm like, but to who? | 而我喜欢,但谁? |
| 129 | You know, at first people might judge you or at first people might say something, | 你知道,一开始人们可能会评判你 或者一开始人们可能会说些什么, |
| 130 | but when you're successful, no one's going to judge you anymore. | 但当你成功, 没有人会去评判你。 |
| 131 | Everyone would just accept it. | 每个人都会接受它。 |
| 132 | So I would say you have to push past that embarrassment factor | 所以我说,你必须克服尴尬因素 |
| 133 | and also act like you already have a million followers. | 并假装你已经有一百万追随者 |
| 134 | I think we have this embarrassment, | 我觉得我们有这种尴尬, |
| 135 | oh, I've only got 500 followers or whatever, but everyone has to start somewhere. | 哦,我只有500个追随者什么的, 但每个人都得从某个地方开始。 |
| 136 | And I always say there's still 500 people that have taken the time to engage with you | 我总是说还有五百人 花时间跟你交往 |
| 137 | and that will only grow. | 这只会增长。 |
| 138 | Behind the scenes authenticity helps creatives and corporates to build online presence. | 幕后真实性有助于创意和企业建立在线存在. |
| 139 | Those skills are transcending boundaries and sectors. | 这些技能超越了界限和部门。 |
| 140 | The internet has created this huge economy now | 互联网创造了这个巨大的经济 |
| 141 | where people can say what they want to say whenever they want to say it, | 在那里,人们可以说 他们想说什么,每当他们想说, |
| 142 | as long as they've got a smartphone and they've got a platform, | 只要他们有智能手机和平台 |
| 143 | which YouTube is one of them, you know, TikTok acts to some degree. | YouTube是其中之一,你知道,TikTok 在某种程度上表现。 |
| 144 | And this changes the whole dynamics of media, right? | 这改变了媒体的整个动态,对吧? |
| 145 | Because suddenly those traditional gatekeepers of what goes out there, | 因为那些传统的守门员 突然间, |
| 146 | they don't really exist anymore. | 他们已经不存在了 |
| 147 | They've got audiences, clearly, but they have to now follow what the creators are doing. | 他们显然有观众,但他们现在必须遵循创造者们正在做的事情。 |
| 148 | So now more and more we find those traditional media channels, | 所以现在我们发现这些传统媒体渠道越来越多了, |
| 149 | be it the TV stations or the newspapers or whatever else, | 不管是电视台、报纸还是别的什么 |
| 150 | they've got to go online. | 他们得上网 |
| 151 | They've got to chase the same audiences that the creators have been doing | 他们必须追逐同样的观众 创作者一直在做 |
| 152 | and showing the way, really. | 并显示道路,真的。 |
| 153 | In Paris, I met Vincent Huguet, | 在巴黎,我遇到了文森特·胡盖特, |
| 154 | the co-founder and chief executive of freelance platform Malt. | 自由平台Malt的共同创始人兼首席执行官 |
| 155 | Founded in 2013, it now has more than one million members across Europe. | 它成立于2013年,目前有100多万个欧洲成员。 |
| 156 | This community is made up of highly skilled professionals, | 这个社区由高技能的专业人员组成, |
| 157 | including architects, consultants and data engineers. | 包括建筑师、顾问和数据工程师。 |
| 158 | What would you say to people watching this, | 你会怎么跟观众说? |
| 159 | are your lessons you've learned from creating this platform for freelancers? | 你为自由职业者创建这个平台学到了什么? |
| 160 | Usually the advice I give to freelancers, to independent talents, | 通常我给自由职业者的建议 给独立人才的建议 |
| 161 | is to have a clear focus on what they can bring to companies, you know, | 要明确关注 他们能给公司带来什么,你知道, |
| 162 | to position themselves. | 来定位自己 |
| 163 | Like your marketing product, you know, you have to find your positioning | 就像你的营销产品,你知道, 你必须找到自己的定位 |
| 164 | and you have to do a choice. | 你必须做出选择 |
| 165 | Because if you say on your Malt profile, | 因为如果你在你的Malt档案里说 |
| 166 | which looks basically like a LinkedIn profile, | 基本上看起来像一个LinkedIn简介, |
| 167 | if you say, okay, I can do this and that and that and that, | 如果你说,好吧,我可以做到这一点, 那样和那样, |
| 168 | that's, I think, the wrong idea. | 我认为,这是错误的想法。 |
| 169 | I think it's good and companies will appreciate if you say, | 我认为这是很好的,公司会感激 如果你说, |
| 170 | okay, I will help you solve this very specific problem. | 好吧,我会帮你解决这个非常特殊的问题。 |
| 171 | Malt Tech Trends 2026 report shows that AI skills were once the domain of data scientists. | 2026年马尔特技术趋势报告显示,AI技能曾经是数据科学家的领域. |
| 172 | They now permeate every industry and job category. | 它们现在渗透到每一个行业和工作类别。 |
| 173 | So when people transition from a corporate life to setting up on their own as a freelancer, | 所以当人们从一个公司生活过渡到 建立自己的自由职业者, |
| 174 | what are the problems they encounter and what's your advice to them? | 他们遇到什么问题 你对他们有什么建议? |
| 175 | I think there are people, we see usually a slow transition. | 我认为有些人,我们通常看到一个缓慢的转变。 |
| 176 | Sometimes they start working with their previous customer and then they get confidence, | 有时他们开始和以前的客户合作,然后获得信心, |
| 177 | but they're all entrepreneurs. | 但他们都是企业家 |
| 178 | So they are ready, you know, for this idea of, okay, I will get more freedom, | 所以他们已经准备好了,你知道, 对于这个想法,好吧,我会得到更多的自由, |
| 179 | but I also know that I will get, you know, this anxiety of not knowing, you know, | 但我也知道,我会得到,你知道, 这种焦虑不知道,你知道, |
| 180 | what's going to happen, what's going to be my next project, | 接下来会发生什么 下一个项目是什么 |
| 181 | which is, by the way, a reason why, you know, | 这就是为什么,你知道, |
| 182 | these independence are really pioneering on the AI transformation world | 这些独立在AI转型世界中是真正的开拓者 |
| 183 | because, you know, everyone is afraid of what's going to happen, | 因为,你知道, 每个人都害怕会发生什么, |
| 184 | but they are more prepared than others because they are prepared to uncertainty. | 但他们比其他人更准备,因为他们准备面对不确定性。 |
| 185 | They are prepared to the fact that they have to move from a project to another | 他们准备面对这样一个事实:他们必须从一个项目转移到另一个项目。 |
| 186 | and find the next gig always. | 并找到下一个工作总是。 |
| 187 | What we recommend them, as I was saying, is to have, you know, | 我们建议他们,正如我所说的, 是拥有,你知道, |
| 188 | a very clear, you know, profile on what they offer to their client, | 一个非常清楚的,你知道的,关于 他们向客户提供什么, |
| 189 | showcasing what they have worked with previous clients | 显示他们与以前的客户合作的内容 |
| 190 | even before, you know, they worked through MALT. | 之前,你知道,他们通过MALT工作。 |
| 191 | And not being alone, you know, what we do, we are a digital platform, | 而不是孤独,你知道,我们做什么, 我们是一个数字平台, |
| 192 | but interestingly, we also do something like 300 events, you know, | 但有趣的是,我们也做一些 像300个事件,你知道, |
| 193 | where people can gather together. | 在那里人们可以聚集在一起。 |
| 194 | I think it's important to be independent and not being alone. | 我认为独立和不孤独是重要的. |
| 195 | So maybe joining, you know, a community | 所以也许加入一个社区 |
| 196 | or maybe joining some of our events | 或者加入我们的一些活动 |
| 197 | where you can meet other freelancers, other independents | 在那里,你可以满足其他自由职业者, 其他独立人士 |
| 198 | and talk with them on how they've done it, | 和他们谈谈他们是如何做到的, |
| 199 | how they've built their reputation, how they work with their client. | 他们是如何建立他们的声誉, 他们如何与他们的客户合作。 |
| 200 | I think that's a good advice I would give to independent talent. | 我想这是对独立人才的好建议 |
| 201 | The creator economy is more people who don't make it work | 创造经济是更多的人 不让它工作 |
| 202 | and then do make it work. | 然后做它的工作。 |
| 203 | So what you're finding is this proliferation is not necessarily healthy for everyone. | 所以你发现这种扩散 不一定对每个人都健康 |
| 204 | The ones that make it work obviously are making stacks of cash, | 很明显,那些能成功的人 正在赚很多钱, |
| 205 | and that's fantastic and they're finding their audiences and so on. | 他们正在寻找他们的观众,等等。 |
| 206 | The next thing could be, well, I mean, who knows, right? | 接下来的事可能是,嗯,我的意思是, 谁知道,对不对? |
| 207 | Lucy Green is a futurist and brand strategist. | 露西·格林是未来主义者和品牌战略家. |
| 208 | She told me why this is a unique moment in personal branding. | 她告诉我为什么这是个人品牌制作中一个独特的时刻. |
| 209 | The gatekeepers absolutely still exist | 守门员还绝对存在 |
| 210 | and these different types of content related to journalists | 以及这些与记者有关的不同类型内容 |
| 211 | with their personal brand and creators with their personal brand | 与个人品牌和创造者 与个人品牌 |
| 212 | are absolutely becoming extensions of media brands. | 成为媒体品牌的延伸 |
| 213 | So throwing this forward a bit, you know, you're a futurist and a strategist. | 所以说,你是一个未来主义者和一个战略家。 |
| 214 | Will everyone need a personal brand in, say, three or five years' time, | 每个人都需要个人品牌 在,比如,三五年的时间, |
| 215 | even if you work for a corporate? | 即使你为公司工作? |
| 216 | I think in future everyone will need some sort of personal brand. | 我想将来每个人都需要某种个人品牌 |
| 217 | 有点超出LinkedIn的范围了 | |
| 218 | It's also becoming a business model and a way | 也成为商业模式和方式 |
| 219 | to almost transcend the power of your employer, | 几乎超越你的雇主的权力, |
| 220 | and that's partly linked to employment trends, right? | 这与就业趋势有部分关系,对吧? |
| 221 | You know, you don't have a job for life. | 你知道,你没有工作 一辈子。 |
| 222 | You're not defined by the company you work for. | 你没有被你工作的公司定义 |
| 223 | People are moving around and so they're realising | 人们在移动 所以他们正在实现 |
| 224 | that the biggest way they can invest in their future is to create a brand | 他们对未来投资的最大方式 就是创造一个品牌 |
| 225 | and a foundation and equity around themselves, | 和自己的基金会和公平, |
| 226 | and then that can be monetizable and also future-proof their income as well. | 然后,这可以是货币化的, 并且也防止未来的收入。 |
| 227 | So I think you're going to see more and more of that | 所以我觉得你会看到越来越多的 |
| 228 | and in more and more unlikely paces. | 速度越来越快 |
| 229 | So on TikTok, for example, I'm seeing more and more even friends and peers | 例如,在TikTok上,我看到越来越多的朋友和同伴 |
| 230 | who have broken through the ick barrier | 他们打破了电阻 |
| 231 | and are videoing themselves in a way that they never would have. | 并且以他们所不能达到的方式,摄像。 |
| 232 | That would have been deeply intimidating, | 那会很吓人 |
| 233 | only for something that an influencer would do, | 只为影响者会做的事 |
| 234 | but more and more people are making that leap. | 但越来越多的人正在跳跃。 |
| 235 | I wake up at 5.20am every morning and read the news so that you don't have to. | 我每天早上5点20分醒来 读新闻,这样你就不用了 |
| 236 | Abby Foster is a content creator with hundreds of thousands of followers | Abby Foster是一个内容创作者 拥有数十万追随者 |
| 237 | across various social media platforms. | 横跨各种社交媒体平台. |
| 238 | She is on a mission to change the way we talk about money. | 她要改变我们谈论钱的方式 |
| 239 | She's a qualified accountant and wrote a book called The Money Manual | 她是个合格的会计 写了一本叫"钱手册"的书 |
| 240 | to help make finance less intimidating and more human for a wider audience. | 帮助金融减少恐吓,使更多的受众更富有人性。 |
| 241 | We're making this film about the creator economy and personal branding. | 我们正在制作这部关于创造经济和个人品牌的电影. |
| 242 | Can you tell us a little bit about how you got started, | 你能告诉我们 你是如何开始的吗? |
| 243 | how it's going and maybe advice for others? | 怎么样,也许给别人建议? |
| 244 | So it would be to be fully aware of what you want to say and how you want to say it | 所以应该充分意识到你想说什么 和你想说什么 |
| 245 | and taking risks at the beginning. | 并承担风险 在开始。 |
| 246 | I think a lot of people worry what other people will think of them | 我想很多人会担心别人会怎么想 |
| 247 | and you really shouldn't because they don't care that much as you think they do. | 你真的不应该 因为他们不在乎你认为的那么多。 |
| 248 | And so give it a go, you know, put the camera in front of you, start speaking, | 试试看 把摄像机放在你面前 开始说 |
| 249 | because I can promise you if anyone, and please don't do this, | 因为我可以答应你 如果有人,请不要这样做, |
| 250 | but if anyone scroll back to my very first videos, I look petrified. | 但是如果有人卷回我的第一个视频, 我看起来吓坏了。 |
| 251 | I can't talk to camera. | 我不能和摄像机说话。 |
| 252 | There's so many millennial pauses it makes me unwell. | 有这么多千年的停顿 让我不舒服。 |
| 253 | I'm just stood there very uncomfortable. | 我只是站在那里,非常不舒服。 |
| 254 | So you just have to start somewhere and then just build it up | 所以,你只需要从某个地方开始,然后把它建起来 |
| 255 | and you'll figure out who you are. | 你会发现你是谁 |
| 256 | Binding your voice and connecting with your base can help you build your business | 将你的声音和你的基地连接起来,可以帮助你建立你的企业 |
| 257 | in any industry and help you connect to more people in real life. | 在任何行业 帮助你联系更多的人 在现实生活中。 |
| 258 | Lorraine Kaley is the author of Unforgettable Presence | 罗琳·卡利是"难忘的存在"的作者 |
| 259 | about how to craft an online persona. | 如何塑造一个在线人物。 |
| 260 | Based in San Francisco, she coaches executives on how to boost their digital presence. | 总部位于旧金山,她指导高管如何提升他们的数码存在. |
| 261 | So, Lorraine, tell us how to build an unforgettable online presence. | 所以,罗琳,告诉我们如何建立一个难忘的在线存在. |
| 262 | It really comes down to being intentional. | 实在是故意的 |
| 263 | A lot of us don't think about our online presence. | 很多人不考虑我们的在线存在. |
| 264 | When we think about presence, we naturally think of how we're showing up in person, | 当我们想到存在, 我们自然会想到 我们如何亲自出现, |
| 265 | in the live moments, in the meeting, in the conference room, | 在现场时刻,在会议上,在会议室, |
| 266 | but presence really extends beyond that. | 但真正的存在 远远超出了这一点。 |
| 267 | And sometimes our online and digital presence is even more important | 有时我们的在线和数码存在 更为重要 |
| 268 | than our in-person presence because that's where people are interacting with us the most. | 而不是我们亲自在场 因为那里的人 与我们互动最多。 |
| 269 | So these days we have a video presence, we have a LinkedIn presence, | 所以现在我们有了视频,我们有一个链接 在场 |
| 270 | we even have presence when we're sending that Slack message or an email. | 我们甚至有在场 当我们发送Slack消息或电子邮件。 |
| 271 | In writing her book, Lorraine interviewed business leaders and experts | 罗琳在写书时采访了商界领袖和专家 |
| 272 | about leveraging presence to propel a career. | 利用存在推动事业的发展 |
| 273 | That was the best part, I think, of writing the book, getting to talk to so many leaders, | 我想,这是写这本书的最好部分, 和这么多领导人交谈, |
| 274 | business leaders, C-suite leaders, best-selling authors, content creators. | 商业领袖,C套装领袖,畅销作者,内容创造者. |
| 275 | And what I really saw from them when it came to presence is that | 我从他们那里真正看到的是 |
| 276 | there's not one clear-cut definition. | 没有一个清晰的定义。 |
| 277 | I think traditionally presence does elicit business suits, | 我认为,传统的存在确实引起 商业诉讼, |
| 278 | maybe a more dominant personality, but presence is really this fluid thing, | 也许是更能支配的个性, 但存在确实是一个流畅的东西, |
| 279 | this thing that can constantly be worked on throughout your careers. | 这件事情可以持续地工作 在你的职业生涯。 |
| 280 | And it was really inspiring for me to see that even people at the top of their careers, | 我非常鼓舞人心地看到 即使是在职业生涯中最顶尖的人 |
| 281 | C-suite leaders at Fortune 500 companies, they were getting nervous sometimes | 财富500强公司的C套装头儿 有时会很紧张 |
| 282 | and still working on their presence. | 并且还在研究他们的存在 |
| 283 | And so I think that's a lesson that this is a continuous journey, | 所以我认为这是一个教训 这是一个连续的旅程, |
| 284 | but it's something that we should start as soon as possible. | 但我们应该尽快开始 |
| 285 | From screens to stages, building a personal brand calls for attention and authenticity. | 从屏幕到各个阶段,个人品牌的建设都需要关注和真实性. |
| 286 | And enjoyment. | 与乐. |
| 287 | Try to have fun on your career journey. | 尝试在你的职业生涯中玩得开心。 |
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