A positive element x of a C*-algebra A is a self-adjoint element whose spectrum is contained in the non-negative reals. If there's a faithful finite-dimensional representation of A where the involution is conjugate transposition, I think the second condition just means that x can be thought of as a matrix with positive eigenvalues, so it is self-adjoint*. Are there examples of C*-algebras with elements that have non-negative real spectra but that are not self-adjoint? What is the reason for not counting such elements as positive?
*This isn't true, but I'm leaving it in in case other people make the same mistake.