Energized Work, Energized Business: Why Positioning Matters
Not all work is created equal. And I don’t just mean easy vs. hard. The truth is – what energizes one person might drain another, even if they’re in the same field.
Some professionals thrive on quick, repeatable projects. They love the clarity of a process, the steady rhythm of doing something well again and again. Others? That kind of work leaves them flat. They light up when faced with a complex puzzle, something that requires strategy, creativity, and the satisfaction of cracking what no one else could solve.
Neither is better. They’re simply different.
The challenge – and the opportunity – is realizing that your best work, your happiest work, and your most profitable work all come when you align your business with the kinds of clients and projects that actually energize you. That’s where positioning comes in.
Positioning Shapes More Than Perception
Most people think of positioning as a marketing tool – something you do so that clients understand who you are and why they should choose you. That’s true, but it’s only part of the story.
Clear positioning also reshapes how you see your business. It gives you language for what you’re best at and permission to lean into it. Instead of trying to be everything to everyone, you gain confidence in focusing on the work that brings you energy.
That confidence has ripple effects. You start to:
Filter opportunities more clearly, knowing which ones are aligned and which ones aren’t.
Price with authority, because you’re not just “another option” – you’re the option for a certain kind of client.
Structure your operations around the kind of projects that bring out your best work.
Attract team members or collaborators who share your strengths, creating alignment inside your business as well as outside it.
Positioning isn’t just a way of getting better clients. It’s a way of building a business you actually want to wake up to every day.
A Shift in Mindset
April Dunford, in her book Obviously Awesome, says:
“Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.”
That’s the heart of it. When you do the work of positioning, you stop asking, “How do I convince people I’m valuable?” and start asking, “Who already values what I do best?”
That shift is huge. It means you’re no longer chasing clients who might never be satisfied. You’re focusing on the people who are looking for exactly what you bring. And when that alignment clicks, work feels less like a grind and more like an exchange of energy – you give your best, they appreciate it fully.
Where to Start
If you’re new to positioning, Obviously Awesome is a great place to begin. Dunford lays out practical frameworks for clarifying what makes your business unique and how to communicate it.
But here’s the bigger takeaway: positioning isn’t just a marketing exercise. It’s a strategy for creating alignment – between your work, your energy, and the clients you serve. And when you get it right, you don’t just grow your business. You grow your joy in running it.
Closing Thought
The real win isn’t just being good at what you do. It’s building a business that brings out your best work and your best self. That’s the power of positioning – clarity that fuels both success and satisfaction.
Ready to align your business with the kind of work that energizes you? Let’s talk about how clear positioning can get you there.
