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And then there’s Stella. Stella is an interior decorator who’s been in the business for more than a decade. She had a thriving design firm and accolades out the wazoo. And yet, she still felt a niggling need to go to school to get certified. “Why would you want to waste your time doing that?” I asked. “You have a waiting list for your clients.” “Well, I’d feel more legit,” she said. FOR BUSINESS For the love of God and the information highway, please write your bio in first person — we all know you wrote it anyway. One of the most highly trafficked pages on small business websites is the “About” page. People are hiring you, paying attention to you, coming to see you. So they want to hear from… you. “You made more than a hundred grand last year and your clients refer you all the time. Isn’t that legit?” I asked. She was resisting, so I ramped up my persisting. “You know what you should say in your bio?” I said to her. “Say that you’re self-taught, in eighteen-point bold type. Let people know that you never set foot in a design college because you were too busy sewing your own drapes, shopping for textiles with your grandma, and learning how to build cabinets after school with your dad. It’s in your blood. Self-taught says ‘extra amazing.’ Self-taught says ‘natural talent.’ Just come out with it.” She skipped school.