Dunford explains that products don't exist in a vacuum but rather within specific contexts that shape their perceived value. She demonstrates how understanding and manipulating this context can dramatically improve how customers perceive and value your offering. The key is not just to describe your product's features, but to frame them within the right context that makes their benefits obvious to your target audience.

The book reveals how successful positioning requires moving beyond simple comparison with competitors. Instead of trying to be better at what others do, Dunford advocates for finding your unique space in the market. This involves identifying underserved needs and positioning your product in a way that makes it the obvious choice for solving specific customer problems.

Positioning isn't a one-time exercise but an ongoing process of refinement based on customer feedback and market dynamics. Dunford provides a systematic approach to testing and adjusting your positioning strategy, ensuring it continues to resonate with your target audience as markets evolve and customer needs change.