Small things can disqualify. For instance, I recall chatting with a comedian who operated on a national level, yet advertised himself as the leading comedian in a small coastal town, far from the action. It sounded quaint and charming. The downside was that it could have put him out of the running for big national events.

So much of what we do these days is done online. As an aspiring expert, did you know that you could have it professionally animated? And that it isn’t even all that expensive to do?

Say, for instance, you make your bread and butter scaring people's pants off. You are that fine institution: a horror movie writer. And say you're challenged to write your next script. And then say you come up with the following premise:

Yesterday, I saw something I shouldn’t have. It wasn’t a horrific crime, the memory of which will follow me for life. It was a stolen quote.

You would think it would be the easiest thing in the world, but it really isn’t. Last week, I attended a conference at which a US sales expert posed a simple challenge. The audience was made up of experienced sales managers, and he offered a cash prize to anyone who could speak about one of their clients, any one of their clients, for three minutes or more.

I'm no expert in website design. But I know enough to know that certain templates don’t help you to get the sort of rankings you need on Google, while others can make you much easier to find. So whose job is it to know that? Realistically, it lies outside the scope of a web designer’s job. They are only really obliged to understand good design. Right?