双语哈评 | What You Need to Stand Out in a Noisy World?
2018/6/6 8:00:00 哈佛商业评论

    

     【双语哈评】大家翘首以待的双语阅读来了!这是我们全新推出的中英双语阅读栏目，每周三跟大家见面。每期我们会从哈佛商业评论英文网上精选一篇热门文章，为大家提供原汁原味的阅读体验。热爱哈评，热爱英语学习的小伙伴千万不能错过~

     For years, I’ve been grappling with the question of how professionals in an increasingly noisy and frenetic world can ensure their expertise is recognized.

     In the course of researching my book Stand Out, I interviewed more than 50 top thought leaders across a variety of different fields to elicit best practices and commonalities. I found plenty of useful techniques, from cultivating a trusted wingman to help promote you to others, to identifying commonalities with the people you’re seeking to influence so they’ll be more receptive to your message.

     在越来越嘈杂与狂热的世界中，职场人士该如何确保自己的专业能力被认可，这是多年来我一直研究的问题。

     在筹备《脱颖而出》(Stand Out)一书的过程中，我采访了50多位不同领域顶尖的思想领袖，试图发掘展示自我的最佳范例，并从中找到一些共性。我发现了许多有用的技巧，比如：培养一个值得信赖的伙伴，让他向别人推荐你，会比自我推荐更有效；找出你想要影响的人的共性，这样他们会更容易接受你的想法。

     frenetic:疯狂的，狂热的；commonalities：共性，共同点；

     As I came to realize, though, there are three foundational elements to getting your ideas understood and appreciated,elements that underlie everything else. These are social proof, which gives people a reason to listen to you; content creation, which allows them to evaluate the quality of your ideas; and your network, which allows your ideas to spread.

     我最终意识到，有三种基本要素能促使你的想法被理解和欣赏，这些要素是其他一切的基石。它们分别是：社会认同，这让人们有理由去倾听你的想法；内容创作，人们可以借此评估你想法质量的高低；社交网络，这让你的想法得以传播。

     Without at least two of these, though ideally you have all three, it’s structurally almost impossible for your message to break through. Understanding that dynamic can help talented professionals, who may be prone to focusing their energy on the techniques that come most easily to them, know where to apply their efforts in order to ensure their true value is recognized.

     你必须拥有两种以上要素，虽然理想情况下你拥有全部三种要素，否则想要脱颖而出几乎是不可能的。对于那些可能倾向于将精力投入在技术领域的专业人才，了解这一点更加重要，可以为自己的真正价值获得认可明确方向。

    

     Social Proof(社会认同)

     Humans, especially busy ones, have a bias toward conserving mental energy. It’s cognitively taxing for them to independently evaluate every person they come into contact with to determine, “Is this person credible?” Indeed, performing that calculation is almost impossible if the person is outside their field of expertise, because they simply may not have enough information to know. That’s why social proof is so critical.Social proof is a heuristicthat allows people to judge something — in this case, you — based on your affiliationswith brands they already trust. If you went to Harvard, the thinking goes, you must be intelligent; if your book was a New York Times bestseller, it must be good.

     人，特别是大忙人，都更倾向于保存脑力。他们觉得独立地评估每一个接触的人，去判断“这个人可靠吗？”是很伤脑子的。没错，如果一个人是某个特定领域的外行人，要做这样的评判几乎也是不可能的，因为人们可能没有足够的信息去了解他。

     这也是为什么社会认同如此重要。社会认同是一种评判方法，人们会基于你与他们所信任的品牌的关系做出判断。按照这种思路，如果你去哈佛读书，那么你一定很聪明；如果你的书是纽约时报上最畅销的书，那么它一定是本好书。

     heuristic：启发式教育法；affiliations：联系

     Obviously, there are exceptions (sometimes glaring), but in general, social proof provides shortcuts that are helpful for people most of the time. You can leverage the power of social proof to ensure your ideas are taken more seriously — immediately — by making an effort to align yourself with people and institutions that are known and respected within your industry.

     当然，这些都是个例。但一般来说，社会认同提供的捷径大多数时候都会对人们有帮助。通过与行业里的著名人士和组织建立联盟，借助社会认同的力量就可以确保你的想法能被认真、迅速地对待。

     shortcuts：捷径

     For instance, if you make it a priority to start blogging for a publication that everyone in your field reads, that can be a quick shortcut to credibility. If you’ve worked at an industry-leading company,make sure that it’s prominently featured in your bio and that you periodically share anecdotes highlighting your time there. If you take on a leadership role in a professional association, that sends the signal that your peers respect you enough to select you as their leader. Social proof enables others to “relax” about you; they don’t need to be so vigilant in evaluating your credentials because you’ve already been vetted by others. That primes them to listen to your ideas more carefully and with an open mind.

     例如，如果你为行业内人人都会读的一本刊物撰稿，这就是快速获得公信力的一种捷径。如果你在行业内一家顶级的公司工作过，那么你就要在简历中突出这段经历，并分享一些做过的具体案例。如果你在一个专业组织中担任领导角色，这会传递出一种信号，因为你的同事足够地尊重你，所以才选你作为他们的领导。

     有了社会认同，他人对你会更加宽松；他们不必慎重地去评估你的资质能力，因为你已经被他人所认同；他们会更加认真地、带着开放的心态去倾听你的想法。

     vigilant：谨慎的

     Content Creation(内容创作)

     You can’t become recognized for your ideas if you don’t share them. Busy professionals might worry that it’s pointless to create content, given the surfeit of blogs and podcasts and social media chatter. It’s true that it’s harder to “go viral” now than in the early days of YouTube or Twitter, but that shouldn’t be the goal of most businesspeople anyway. Creating content — whether audio, video, or writing — serves multiple purposes for leaders.

     如果不分享你的想法，你就不能因你的思想而被公众所认可。由于社交媒体上的信息爆炸，忙碌的职场人士可能担心内容创作是毫无意义的。如今内容已经很难像以前在YouTube或者Twitter上那样被病毒式地传播，但是不管怎样，这不应该是大多数商业人士的目标。内容创作，无论是音频、视频或者文章，都要为多样化的目标而服务。

     pointless：无意义的；go viral：像病毒一样传播

     First, it forces you to clarify your thoughts on subjects in your field, making you sharper. Second, it gives you the opportunity to network with colleagues or aspirational contacts, either by interviewing them or by simply mentioning them in your post (author Ramit Sethi invited me to breakfast after I mentioned him in this HBR post). Finally,it provides you with thoughtful insights tailored to your clients’ needs. Even if you don’t have 10,000 readers, it’s an invaluable form of credibility when apotential client mentions a problem they’re having and you can tell her, “I just wrote a piece about that — let me send it to you.” The fact that you’re the one creating content, rather than simply quoting others, makes you an expert in many people’s eyes.

     首先，它迫使你在专业领域内对某一主题阐述自己的想法，使你的思维变得更加敏捷。

     其次，它为你提供了与同事或其他有志之士交流的机会，可以采访他们或者仅仅是在文章中提及他们(之前我在《哈佛商业评论》的一篇文章中提及作家Ramit Sethi 后，他邀请我一起吃早餐)。

     最后，对于理解客户的需求，它会为你提供更加深刻的见解。哪怕你没有一万个读者，当你的一个潜在客户提及她正在遇到的困境时，你可以告诉她，“关于这个问题，我恰巧写了一篇文章，我发给你吧。”这是一种非常有价值的体现公信力的方式。重点是你自己创作了这篇文章，而不是简单地引用别人的观点，这会使你在他人眼中显得更专业。

     Your Network(社交网络)

     Having a robust network can help you in three ways when it comes to being recognized for your expertise. The first is that access to a diverse group of people exposes you to different perspectives that can spark new ideas and enables you to refine your ideas by receiving thoughtful and relevant feedback.

     当你因专业性而被广泛认可后，拥有强大的社交网络能够以三种形式帮助你。

     首先，通过社交网络，你能够接触到类型广泛的人群，他们向你展示出不同的视角。你获得了不同的想法和相关的反馈信息，这不仅能让你迸发出新的思想，也能促使你重新定义自己的想法。

     robust：强大的，稳固的

     The second is that a wide network enables your ideas to spread faster, because you’re starting with a larger base of people who are motivated to speak, tweet, blog, and write about your ideas with their own audiences.

     其次，通过广泛的社交网络，你的想法可以快速传播，因为你的起点是广泛的人群，他们很乐于在社交媒体上分享你的想法。

     Finally, your network can itself become a form of social proof because you’re judged by the company you keep. If the leading players in your field don’t know who you are, that might be considered a mark against you,while public affiliation with top performers (whether they retweet your work,invite you to guest post on their website, or share a picture taken with you on Facebook) may be viewed as an endorsement that enhances your credibility.

     最后，你的社交网络本身也会成为一种社会认同，因为人脉广就意味着你获得了更多的认可。如果你所在领域的领导者不知道你是谁，那么这可以被视为一种不利情况，因为与顶尖人士的公开关系(他们转发你的文章，或者邀请你到他们网站做客，或者是在脸书分享跟你的合照)可能被视为你公信力的背书。

     endorsement：背书，担保

     There are plenty of useful ways to make a name for yourself in your field. But at a foundational level, you need to be viewed as credible, you need to share your ideas publicly so others can see your expertise for themselves, and you need to have a network that’s eager to spread the word. With those three elements in place, even amid oversaturation and information overload, you’ve done everything possible to ensure your voice is heard and your talents are recognized.

     有很多种方法可以让你在自己的领域内扬名。但是前提是，你要是一个可信赖的人；你需要公开分享自己的想法，以便他人可以看到你的专业学识；同时你也需要有一个能够广泛传播思想的社交网络。只要具备了这三种要素，即便是在这个信息过载的时代，你的声音也能被听到，你的才能也会被认可。

     make a name：成名，出名；oversaturation：过饱和现象

     多里·克拉克(Dorie Clark)/文

     多里·克拉克是营销战略研究者、职业演讲者，在杜克大学富卡商学院任教。

     翻译/译言网网友HiWalkingTree

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