Step 12: Get Recognition
To get recognition, apply all the same things about telling your story from Step 7 What to Work On. Your work maybe great, but if no one can find it, they'll never contact you. Start a blog, post Instructables, post videos, create a portfolio of your work, and generally take the time to carefully document what you're doing and building. Putting the extra effort into documentation really pays dividends for a long time, because you'll find yourself using the material over and over. For example, the canonical ice-kite-butt-boarding video wasn't the best of a number of similar different videos, it was the only nicely edited video we made, and so I keep showing it over and over.
We applied and were accepted to present a number of our projects at various conferences, and from there started getting press inquiries. Some of the first press about Squid Labs was Wired's The Dream Factory article, where we debuted Instructables. This piece was the result of those conference presentations, some connections from the Media Lab, us being ourselves, and freely telling people what we were up to.