Our technology preferences have become such a matter of personal expression that they’re now seen by many as a critical aspect of their so-called personal brands. The Setup is an ongoing interview series in which subjects, most of whom are technology professionals, reveal “what they use to get the job done.” While many of the products discussed have no bearing on the lives of those who don’t make their livings coding websites or developing software, the site offers a telling glimpse into the brands and tools that are revered among the creators of contemporary culture.