商务英语06

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原文

HOW TO MARKET YOURSELF

We manage our own careers now. So knowing how to brand and position yourself in the market as 'Me plc' at different stages of your working life is becoming an increasingly vital skill. At least that is what image expert Mary Spillane believes. 'Employment as we know it is decreasing. Jobs don't exist, work exists. In the next decade most of us will be suppliers, not staff. We will have clients not bosses. If you are under 30, you probably know that there is only one firm to join for life: Me plc. It promotes you and your potential to others.'
我们现在管理自己的事业。因此，在工作生活的不同阶段，了解如何以“我”在市场上树立品牌和定位自己，正成为一项至关重要的技能。至少这是形象专家玛丽·斯皮兰所相信的。据我们所知，就业率正在下降。岗位不存在，但是需求存在。在接下来的十年里，我们大多数人将成为供应商，而不是员工。我们会有客户而不是老板。如果你不到30岁，你可能知道只有一家公司可以终身参与：我。它能提升你和你的潜力。”

'We're working in multi-national, multicultural, multi-corporate teams and it's important to understand the implications of this. We need to create a personal brand that is unique, but complements the brand of the corporation we are working for. You have to find a way to do it so that you are not just a typical employee,' advises Spillane. 'You have to decide what central values you want to project, and also what may need to alter from situation to situation.'
我们在多民族、多文化、多公司的团队中工作，理解这一点很重要。我们需要创造一个独特的个人品牌，但要不断充实公司品牌。斯皮兰建议，你必须找到一种方法，这样你就不只是一个典型的员工。你必须决定个人的核心竞争力，以及在不同情况下需要改变什么。”

Many people only remember Mary Spillane for the years she spent running a cosmetics company, but she actually has masters degrees in information science and politics. She used to hide that hard-hitting side, but is now eager to show it and forget about cosmetics. 'Now that I'm working in the boardrooms of major plcs and global companies, I'm playing up my degrees and management background so that the image side is seen only as an addition to the value side,' says Spillane.
许多人只记得玛丽·斯皮兰曾经营过一家化妆品公司，但她实际上拥有信息科学和政治硕士学位。她过去常常隐藏着那股强悍的一面，但现在却倾向于将其表现出来，而弱化了化妆品这一标签。斯皮兰说，现在我在全球公司的董事会工作，我正在提高自己的学位和管理背景，这样一来，形象方面就只被看作是对价值方面的一种补充。

Some contracts take longer than others. 'The City law firms I'm currently working for are really difficult because they don't have any idea of what their brand should be, and are still very traditional even when talking about becoming modern. I'm showing them how to do everything from changing their reception areas -which tend to be very off-putting with theirhigh-fronted reception desks - to how to make small talk that is less formal and rigid. Companies rebrand themselves all the time, spending millions on new office interiors and so on. But without an underlying change of attitudes, it can prove an empty exercise.'

有些合同比其他合同需要更长的时间。”我现在工作的城市律师事务所确实很困难，因为他们不知道自己的品牌应该是什么，而且即使探讨着更加现代化，他们仍然是非常传统的。我向他们演示了如何做每件事，从改变他们的接待区——非常令人讨厌的高接待台——到如何做一些不那么正式和僵硬的谈话。公司一直在重新包装自己，甚至花费数百万美元在新的办公室内部等等。但如果不改变态度，这可能是一个无用功。

She argues that for individuals too, there must be more than a surface change, as rebranding goes deeper than a mere change of wardrobe. Beyond advice on appearance, she tells clients, 'Remind yourself of what you are selling: the personal values that comprise your brand. Learn to present yourself in a way that will project what you want to deliver. Lifelong learning is essential, together with the sort of discovery and adventure that promote personal growth. Always have an up-to-the-minute CV ready to print out, refreshing it every few months with your most recent achievements, just to remind others of your brand value.'
她认为，对于个人来说，除了表面上的变化之外，还必须有更多的变化，因为品牌的更名要比仅仅改变衣柜更深层。除了外表方面的建议，她告诉客户，“提醒自己你在卖什么：构成你品牌的核心竞争力。学会以一种可以反映出你想要传递的东西的方式呈现自己。终身学习是必不可少的，同时也是促进个人成长的发现和冒险。随时准备打印最新的简历，每隔几个月用你最近的成就刷新一次，只是为了提醒别人你的品牌价值。

She believes it is essential that you understand both your public self and your private self, as well as your blind spots and your potential, in order to create an effective brand. The public self is the image you project to the world, the private self is what you know about yourself but others don't, arid blind spots are those things that others see about you but you can't see for yourself. By deciding what image you want other people to see, emphasising more of your private self and sorting out a few blind spots, you will increase not only your potential to influence others, but also your self-esteem and self-confidence.'
她认为，为了创建一个有效的品牌，你必须了解你的外在和内在，以及你的盲点和潜力。外在是你向外界展示的形象，内在是你对自己的了解，但其他人却不了解，而盲点则是其他人看到的关于你但你自己看不到的东西。通过决定你想让别人看到什么样的形象，更多地强调你的个人自我，并找出一些盲点，你不仅会增加影响他人的潜力，还会提升你的自尊和自信。

生词

1. plc abbr. 可编程逻辑控制器(Programmable Logic Controller);公共有限公司(Public Limited Company)

   • This licence would not allow him to trade as a plc.
     这个许可证并不能让他以公开股份有限公司的名义从事贸易。

2. implications n. 含义( implication的名词复数 );含蓄;卷入;[逻辑学]蕴涵

   • The implications for this country are self-evident.
     对该国的影响显而易见。

3. cosmetics n. 美容品;化妆品( cosmetic的名词复数 );脂粉

   • Procter& Gamble is the leader in the mass market cosmetics industry.
     宝洁是大众化妆品行业中的领头羊。

4. boardrooms n. 会议室，交换场所( boardroom的名词复数 )

   • Shareholders are preparing to shake things up in the boardrooms of America.
     股东们正准备在美国的公司董事会议上作出重大调整。

5. contracts n. 契约( contract的名词复数 );婚约;[法律]契约法;行贿

   • The company has 90 staff, almost all on short-term contracts
     公司有90名员工，几乎全是签的短期合同。

6. interiors n. 内部( interior的名词复数 );里面;内地;（国家的）内政

   • Fixed a number of interiors that had far too many light sources.
     修正了一些建筑内部过多的光源。

7. wardrobe n. 行头;衣柜，衣橱;藏衣室;（个人，戏团的）全部服装

   • She stuffed her clothes in the wardrobe.
     她把衣服塞进衣橱。

8. essential adj. 必要的;本质的;基本的;精华的 n. 必需品;基本要素;必不可少的东西

   • Most authorities agree that play is an essential part of a child's developmen.
     大多数权威人士都同意，玩耍在孩子成长过程中起着非常重要的作用。