In Obviously Awesome, April Dunford demystifies the concept of product positioning, offering a clear, step-by-step framework to help businesses effectively communicate their product's unique value to the right audience. Drawing from her extensive experience in marketing and entrepreneurship, Dunford emphasizes the importance of context in making a product's benefits immediately apparent to potential customers. She outlines a 10-step process to identify and articulate a product's positioning, covering aspects such as understanding competitive alternatives, highlighting unique attributes, and defining the target market. By following this approach, businesses can ensure their offerings resonate with customers, leading to increased sales and customer loyalty.