Seismic images are only as good as the velocity models used to produce them. As we move from "easy oil" to "difficult oil" targets in sub-salt, sub-basalt and deep complex areas, we can no longer build the simple isotropic models of the past. To fully leverage the potential of new data types (e.g. wide azimuth and long offsets), we have to move to anisotropic imaging with vertical or tilted transversely isotropic (VTI or TTI) models in all geological provinces. Incorporating anisotropy increases our ability both to focus the seismic data and to accurately position the reflectors for drilling decisions. While these goals are achievable with anisotropic models, they are only met when geology information and data from boreholes are intimately incorporated into velocity model building from the very start. We discuss several different approaches for anisotropic model parameter estimation and we illustrate some of the possible strategies with examples from the Gulf of Mexico and West Africa.