How do you establish a loose image?

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Shouldn't position and other players come into play when you decide to 'run' a hand, rather than the cards you have?

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Players expect you to play more hands and make plays in position. Occassionally making plays out of position will help your image, be harder to read, and keep your opps guessing.

Almost never try and run a hand vs. a calling station, and it's almost always good to consider running a hand against a conservative player who needs a big hand to play a big pot (no limit/pot limit).