It is one thing to find a desirable location to start up or purchase a practice. It is quite another thing to create an enduring practice brand. The Two-Step Model is a useful process to do this effectively and scientifically. This episode is a follow-up to our episode on Framing Theory and Agenda Setting of a couple of weeks ago. The question is "How do you build credibility quickly and at a low-cost *and reasonable effort. That is where the application of this theory really becomes useful.