ABSTRACT
One idea that we believe is a myth-or a mistake-is the notion of, "Well, I'd like to have an office that fits in with a certain level of clientele (those who can afford to pay), but I'm just starting out and can't swing the overhead, so I'll start with low overhead (for example, office in the home or in a certain geographic location, secondhand or inadequate furniture) and change to a higher overhead (a more distinctive office) when my practice is established." The problem with this idea is that changing the image established by your first office may be tougher and take longer than you think. If you try to cut overhead too much when you are beginning and project a certain image, through subsequent referrals and feedback that image may follow you in the community for a long time.
