For newly licensed counselors eager to begin their journey, or those who are looking to make a transition to private practice work, this presentation will discuss the ways and benefits of aligning your practice to your professional identity. The world of private practice has seen a change with big-tech therapy moving in, but there is much that you can do to stand out and thrive. Learn from two successful private practice owners of almost 10 years on how to thrive in this newly landscaped counseling world of private practice.