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Chapter 7
Creating Your Practice Identity
Creating Your Identity
This is one of the more exciting parts of your business development. I know
you are going to be eager to work on this challenging and creative activity
as part of your business startup. This is one of the “sticky” activities. It is
important that it is well organized, meaningful, and done correctly, because
so much of the future is riding on it.
One thing I want to caution you, however: this part can also lead to
“analysis paralysis.” Don’t think that you have to find just the right name at
this stage. If you are not sure, call it NewCo until you feel more commit-
ted to the nam