No entrepreneur can succeed without getting the word out, writes Web designer and blogger Jeffrey Zeldman at zeldman.com. But that's a lot different from being a loudmouthed self-promoter.

"There is a difference between being arrogant about yourself as a person and being confident that your work has some value. The first is unattractive, the second is healthy and natural. Some people respond to the one as if it were the other. Don't confuse them. Marketing is not bragging, and touting one's wares is not evil. The baker in the medieval town square must holler 'fresh rolls' if he hopes to feed the townfolk."