The purpose of this paper is to take up a call for more “identity” research in construction management by exploring the potential of position theory as a framework for examining the ongoing construction of self through discourse. Using some basic constructs: storyline, speech-act and position, we examine how tensions and contradictions unfold in high-stake conversations at the micro-level, and how these micro-level features may be linked to contradictory institutional practices. The data – consisting of audio-recordings and extensive field notes of body language, facial expressions and stance of the meeting participants – were collected during five strategy meetings focused on an organisation’s new environmental strategy. We argue that a positioning theory lens enables the researcher to “get inside” the discourse and provides better understanding of how actors construct their identities in discursive practice with others.