Get the PDF! Any old idiot can stand out from the crowd by being more of an idiot. The moment you do something radically different, commanding attention from the crowd, you've set the crowd's expectations of you.
ie: any idiot can stand out more by being more of an idiot, but trying to convince everyone that he's a doofus instead of an idiot is going to be an uphill battle.
But doing anything big and impactful means standing out, and people are going to label you "the 'X' guy" whether you like it or not . As far as possible, I'd like to control what X really is.
 Bill Gates is almost invariably "the Microsoft Guy", and maybe to some "the Malaria Guy". Whereas Tiger Woods...