Positioning Isn’t About the Market—It’s About You
When most people think about positioning, they imagine carving out a place in the market. They think about gaps to fill or trends to chase, as though success is just about being in the right place at the right time. But positioning isn’t just about the market—it’s about you.
True positioning comes from owning what makes your perspective unique, what makes your work impactful, and finding the people who benefit most from what you do. And here’s the key: the best positioning doesn’t come from brainstorming or whiteboarding. It comes from living it.
Take biking, for instance. If I need a recommendation for what bike to ride, I don’t want advice from someone who only designs bikes in theory. I want advice from someone who rides the way I ride—grabbing groceries, commuting to work, and taking slow, scenic routes. That person’s lived experience resonates because they’ve been where I am. They’re not selling sleekness or speed; they’re showing me what’s relevant to my needs.
Positioning is no different. When you’ve lived your business, when you’ve seen firsthand where your value lies, articulating that position becomes natural.
The Power of Owning Your Position
Owning your position isn’t about trying to please everyone—it’s about speaking directly to the people who will benefit most from what you do. It’s about saying, “This is what I believe in, this is who I help, and this is how.” But that takes confidence. It takes letting go of a lot of misconceptions, including the idea that you have to be everything to everyone.
Here’s what often trips people up:
Chasing Trends: You see something working for others and try to replicate it. Maybe it’s a popular aesthetic or a trendy offering. The problem is, trends fade. Unless you can tie what you’re doing to a unique perspective or deeper purpose, the moment will pass—and so will your audience.
Seeking Validation: You feel pressure to cater to what you think the market wants. You take on projects you don’t love because it feels like that’s what success demands. But in trying to please everyone, you risk losing your best audience—the people who would truly value what you bring.
Following Ego Over Impact: Sometimes people position around what they think is impressive rather than what’s effective. They focus on their process, their accolades, or their aesthetics without considering how those things create value for others. Great positioning isn’t about what you think is cool; it’s about what resonates with your audience.
The common thread? All of these approaches are reactive. They’re about chasing something external rather than owning what’s already inside your business.
Real Positioning Is Human-Centered
Great positioning doesn’t just benefit you—it benefits the people you serve. It’s not about filling a gap in the market for the sake of it; it’s about solving real problems, addressing real needs, and aligning what you offer with the people who need it most.
I worked with a Pilates studio that had spent years following the typical prescription for their industry. Broad offerings, scattered messaging, and the constant pressure to compete with the crowded field of reformer classes. It was fine—functional, even—but it didn’t feel like them.
When we dug deeper, it became clear that their best work wasn’t for everyone. It was for a specific type of client: professional athletes and executives seeking performance-driven results. Their value wasn’t in offering endless options but in creating a focused, impactful experience for small groups.
Once they owned that position, everything changed. Their messaging became clear. Their audience grew more engaged. They weren’t chasing clients—they were attracting them. And the best part? They were doing work that energized them because it aligned with what they did best.
Align Your Position With What Matters
When you own your position, everything aligns. Your messaging becomes sharper. Your offerings become clearer. And you’re able to serve your audience in a way that feels purposeful and sustainable.
If you’re wondering how to find your position, start by asking:
Who are your favorite clients? What do they have in common?
What work has been most rewarding for you? Why?
What makes your process or perspective different?
The answers to these questions aren’t just about positioning—they’re about connection. They’re about finding the overlap between what you do best and what your audience values most.
Positioning isn’t about fitting into the market. It’s about standing out by being unmistakably you. When you do that, you don’t just attract clients—you attract the right clients.
A Thought to Leave You With
Positioning isn’t a formula. It’s a practice. It’s about consistently showing up as the version of your business that aligns with your values, your strengths, and your audience’s needs. When you do that, your position doesn’t just serve your business—it serves the people you’re here to help.
If this resonates, let me know. And if you’re ready to uncover your position and align your business with what matters most, let’s talk.