Ilise Benun is the founder of Marketing Mentor and the author of several books includingDesigning Websites for Every Audience, Self Promotion Online, and the forthcoming Stop Pushing Me Around: A Workplace Guide for the Timid, Shy, and Less Assertive. She is the pub-licity director for the NYC UPA chapter. For more information, see www.marketing-mentor.com. This article was adapted from Ilise’s talk at the NYC UPA World Usability Day 2005 meeting.