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Clout: The Art and Science of Influential Web Content by Colleen Jones

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11. Reach the Top—But Don’t Stop

When your web content influences the results you want, you’ve achieved clout. But, your journey doesn’t end there. Influence brings much responsibility at a time when ethics are fuzzy. And, the future of technology is quickly becoming now. Will you and your web content be ready?

WE HAVE TO BE ABLE TO CRITICIZE WHAT WE LOVE, TO SAY WHAT WE HAVE TO SAY, ‘CAUSE IF YOU’RE NOT TRYING TO MAKE SOMETHING BETTER, THEN...YOU ARE JUST IN THE WAY.

—Ani DiFranco, musician and songwriter

You’ve climbed the higher and harder way to influence results, but you haven’t reached the end of the road. It’s more like the first peak in a long mountain range. As you earn clout, you face ethical responsibilities and astounding opportunities. ...

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