April Dunford, founder of Rocket Media, discusses the importance of context and positioning for companies and products. She argues that ignoring context can confuse and lose customers. Dunford provides examples of how context can highlight or hide a product's strengths, and how positioning a product in a market that emphasizes its unique value makes that value more obvious to customers. Her key recommendations are to let go of the past, isolate differentiators, and position in a market where unique value is clear.