Most of the advice here is bad, IMO. It reminds me of the 'build it and they will come-- marketing, messaging, and salesmanship doesn't matter" advice you see

Most of the advice here is bad, IMO. It reminds me of the 'build it and they will come-- marketing, messaging, and salesmanship doesn't matter" advice you see from a lot of neophyte product developers. Find out who you're interviewing with and learn about the company. Founded by a hacker or MBA? Are they casual at work or no? Do they like golf or D&D? A 20 person company should be quite google-able-- learn about your audience. Hell, find an excuse to drop by and look around. A bit of research and salesmanship isn't a bad thing. You can call something a "steak" or you can call it a "muscle tissue sample from a castrated bull" (apologies to Robert Heinlein) -- which sounds better to you? There are great studies that indicate that the more you look like a person, the more they'll trust you. You don't have to be totally fake, but you can choose wisely within your wardrobe. In terms of CV and cover letter, again-- do the research. If the reader has an MBA, err on the side of a bit more traditional. If he/she is an anthropology school dropout whose blog is vulgar and fun, be a bit more casual. And-- what's wrong with asking questions? Call and say, "the places I'm considering positions at run the gamut between casual and formal in terms of attire. What's your company like on that front? If I wear slacks and a dress shirt to the interview, am I going to be the sharpest dressed person in the office?"