Product Positioning Framework April Dunford's "Obviously Awesome" methodology: a structured, repeatable process for defining how your product is the best in the world at delivering something a well-defined set of customers cares a lot about. Positioning determines what customers compare you to, which features they notice, and ultimately whether they buy. Core Principle Positioning is not messaging. Positioning is context. Positioning defines the context within which customers evaluate your product -- what category they place you in, what alternatives they compare you against, and how they jud…