A UX designer in my coaching program just asked a really smart question:

“Should I just keep refining my portfolio? Or is there something else I should be focusing on too?”

Here’s what I told her.

Yes, your portfolio matters.

But it’s not what gets you chosen.

It gets you seen.

It gets you shortlisted.

But to get hired, especially for senior, lead, or principal roles —

You need to be clear on your power positioning.

What the hell is power positioning?

It’s your unique blend of:

• Strengths you’ve proven

• Problems you love solving

• Outcomes you’ve helped achieve

• Companies you want to serve next

And if you can’t communicate that in one tight sentence…

You’re just another “UX designer who makes beautiful, usable products.”

Which sounds like everyone else.

Here’s the formula we worked on together:

I help [type of company] solve [specific problem] using [your unique approach], resulting in [business outcome].

That one sentence becomes the base of:

• Your LinkedIn headline

• Your About section

• Your intro in interviews

• Your positioning on your site

Without this, even a great portfolio falls flat.

People can’t tell if you’re a good fit, and they won’t fight for you.

So if you’re stuck in the loop of “I keep getting interviews but no offers” — this might be why.

The good news?

It’s fixable. You just need clarity, not another portfolio overhaul.

We also talked about creating a lead magnet as part of this strategy.

Something simple and high-value that builds your reputation even before an interview happens.

Like breaking down a product experience you admire (ex: how Duolingo keeps learners engaged).

Not fancy. Just helpful.

Done right, this one-two combo (Power Positioning + Lead Magnet) is how designers become the obvious choice — not just another option.

Want help figuring out your version of this?

Reply “POSITIONING” and I’ll show how we can work together inside UX Careerpreneurs.