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 armchair philosophizing, brainstorming, or whiteboarding. It comes from living it.
“The best positioning doesn’t come from brainstorming—it comes from living it.”
Take an architect, for example. Imagine one who tries to design every kind of building—houses, hospitals, skyscrapers, and shopping malls. While this might work for a massive studio with endless resources, it has its own set of challenges: not fully understanding the unique needs of your clients, the inability to anticipate project-specific obstacles, constantly pitching to new audiences, and managing wildly different workflows. Over time, this broad focus spreads the team thin, creates inefficiencies, and makes it harder to build a clear reputation.
Now consider an architect who focuses solely on sustainable residential homes. This clarity of purpose allows them to deeply understand their clients' priorities, anticipate challenges unique to their projects, and streamline their internal processes. Their team works more efficiently, their messaging resonates with their audience, and they build long-term relationships with clients who value their expertise.
But this focus doesn’t limit their creativity or growth—it amplifies it. By staying engaged with their niche, they can explore new sustainable materials, learn from others in the field, and even shape emerging trends. Their deep understanding of this realm opens up opportunities to innovate, collaborate, and continue evolving—all without diluting their position.
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.
“Your best clients don’t need someone who says, ‘I can probably do that.’ They’re drawn to the confidence of someone who says, ‘That’s what I do.’”
When you can clearly articulate what makes your work impactful, your audience knows exactly why you’re the right fit—and that’s where positioning shines.
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 you do well that 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.
Great positioning is inherently human-centered. It’s not about filling a gap in the market for its own sake; it’s about solving real problems and addressing genuine needs. When your position aligns with your audience’s values, it creates trust and resonance, making your work more impactful for both sides.
“Great positioning isn’t about what you think is cool; it’s about what you do well that resonates with your audience.”
Positioning Doesn’t Limit You—It Unlocks Growth
A common fear about refining your position is that it will limit exploration, creativity, or learning. But the truth is, a strong position does the opposite. It doesn’t lock you into solving the same problem endlessly; it creates clarity in your processes and relationships so you can evolve with purpose.
“A good position doesn’t confine you; it frees you to focus on what matters most while still leaving room for growth and discovery.”
When your position is clear, you’re not constantly jumping from one idea to the next, trying to figure out what works. Instead, you have a foundation to build on—one that allows you to deepen your expertise, strengthen your connections, and explore new opportunities in a meaningful way.
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.
“Positioning isn’t about fitting into the market. It’s about standing out by being unmistakably you.”
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, outcomes 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.
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 approach positioning with clarity and intention, it doesn’t just serve your business—it serves the people you’re here to help.
