CHAPTER 6

Weapons of Choice

The How, Part 2

If you do what you’ve always done, you’ll get what you’ve always gotten.

—Tony Robbins

I start each chapter with a testimonial about personal branding from someone else in the industry. Maybe you know this leader for his nickname, the “Godfather of Web Standards.” Maybe you know him for his podcast, the Big Web Show (www.muleradio.net/thebigwebshow/)? Perhaps you follow his Web magazine, which started as a mailing list, A List Apart (http://alistapart.com)? Or maybe you know the publishing company A Book Apart (www.abookapart.com), which he co-founded with Mandy Brown and Jason Santa Maria? If you’re in the Web industry, perhaps you know him for the conference series he started with Eric Meyer, called ...

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