In this article, the researchers use positioning theory and de Certeau's theoretical insights into cultural production in everyday life to examine how first-year literacy coaches negotiate issues of power, positioning, and identity during their professional development. Data were collected during a yearlong qualitative study of literacy coaches participating in a district-university partnership to provide professional development to first-year literacy coaches. The researchers used positioning analysis of three small stories drawn from interviews with literacy coaches and one vignette from a professional development session to investigate how the literacy coaches positioned themselves within the moral order of the district's literacy and professional development model. Findings demonstrate how the literacy coaches both shaped and were shaped by the institutional spaces through which they moved as they tactically negotiated conflicting expectations and discourses about coaching. These negotiations highlight the emotional nature of literacy coaches' work as they co-constructed their identities and negotiated understandings of how school spaces are used and the purposes of literacy coaching. The researchers argue that it is necessary to move beyond current conceptions of literacy coaching as a series of roles and tasks to recognize the complexities of literacy coaching and to offer more meaningful professional development for literacy coaches. (Contains 2 tables and 1 note.)