> ## Content Index
> Fetch the complete content index at: https://werd.io/llms.txt
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# Build a reputation instead of a personal brand
- URL: https://werd.io/build-a-reputation-instead-of-a-personal-brand/
- Published: 2023-02-06T19:56:41.000Z
- Updated: 2023-02-06T19:56:41.000Z
- Author: Ben Werdmuller
- Tags: #Import 2025-06-13 09:22

“I find myself drawn more to what individuals are writing than publications; if others are like me, all the publications who treat their staff as disposable and interchangeable will be in for a rough ride when they try to replace them all with AI churn content. \[…\] I read my first Ed Yong article because I was interested in COVID; his thoughtful writing and reporting earned my trust, so I started following him on Twitter — not The Atlantic.” [#Media](https://werd.io/tag/Media)

\[[Link](https://tracydurnell.com/2023/02/06/reputation-instead-of-personal-brand/)\]