[guided]We prove the criterion from the ground up because this is the point where positivity enters. Let $D$ be a unital C*-algebra with unit $1_D$, and let $\phi:D\to\mathbb C$ be complex linear with $\|\phi\|_{D^*}=1$ and $\phi(1_D)=1$. The goal is to show that $\phi(x)\ge 0$ whenever $x\in D$ is positive.
First we show that $\phi$ takes real values on self-adjoint elements. Let $h\in D$ be self-adjoint and satisfy $\|h\|_D\le 1$. For a real parameter $t\in\mathbb R$, we estimate $1_D+ith$. The reason for this particular element is that the C*-identity turns its norm into a norm involving $h^2$, while applying $\phi$ to it exposes the imaginary part of $\phi(h)$.
By the C*-identity,
\begin{align*}
\|1_D+ith\|_D^2=\|(1_D+ith)^*(1_D+ith)\|_D.
\end{align*}
Because $h^*=h$ and $t$ is real,
\begin{align*}
(1_D+ith)^*(1_D+ith)=(1_D-ith)(1_D+ith)=1_D+t^2h^2.
\end{align*}
Therefore, using the triangle inequality and submultiplicativity of the C*-norm,
\begin{align*}
\|1_D+ith\|_D^2=\|1_D+t^2h^2\|_D\le \|1_D\|_D+t^2\|h^2\|_D.
\end{align*}
Since $D$ is unital, $\|1_D\|_D=1$, and since $\|h\|_D\le 1$,
\begin{align*}
\|h^2\|_D\le \|h\|_D^2\le 1.
\end{align*}
Thus
\begin{align*}
\|1_D+ith\|_D\le (1+t^2)^{1/2}.
\end{align*}
Now write $\phi(h)=\alpha+i\beta$ with $\alpha,\beta\in\mathbb R$. The boundedness of $\phi$ gives
\begin{align*}
|1+it\phi(h)|=|\phi(1_D+ith)|\le \|\phi\|_{D^*}\|1_D+ith\|_D.
\end{align*}
Using $\|\phi\|_{D^*}=1$, this becomes
\begin{align*}
|1+it\phi(h)|\le (1+t^2)^{1/2}.
\end{align*}
Since
\begin{align*}
1+it(\alpha+i\beta)=1-t\beta+it\alpha,
\end{align*}
squaring absolute values gives
\begin{align*}
(1-t\beta)^2+t^2\alpha^2\le 1+t^2.
\end{align*}
Expanding and cancelling $1$ from both sides yields
\begin{align*}
-2t\beta+t^2(\alpha^2+\beta^2)\le t^2.
\end{align*}
For positive $t$, division by $t$ preserves the inequality:
\begin{align*}
-2\beta+t(\alpha^2+\beta^2)\le t.
\end{align*}
Letting $t\to 0$ through positive real numbers gives $\beta\ge 0$. For negative $t$, division by $t$ reverses the inequality:
\begin{align*}
-2\beta+t(\alpha^2+\beta^2)\ge t.
\end{align*}
Letting $t\to 0$ through negative real numbers gives $\beta\le 0$. Hence $\beta=0$, and therefore $\phi(h)\in\mathbb R$.
This proves reality for self-adjoint contractions. If $k\in D$ is any nonzero self-adjoint element, then $k/\|k\|_D$ is a self-adjoint contraction, so $\phi(k/\|k\|_D)\in\mathbb R$. By complex linearity,
\begin{align*}
\phi(k)=\|k\|_D\phi\left(\frac{k}{\|k\|_D}\right)\in\mathbb R.
\end{align*}
If $k=0$, then $\phi(k)=0$. Thus $\phi$ is real-valued on every self-adjoint element.
We now prove positivity. Let $x\in D$ be positive. If $x=0$, then $\phi(x)=0$. Suppose $x\ne 0$, and define the normalized positive element
\begin{align*}
h:=\frac{x}{\|x\|_D}.
\end{align*}
Then $h$ is positive and $\|h\|_D=1$. The standard C*-order norm fact for positive contractions says that $0\le h\le 1_D$, hence $1_D-h$ is positive and
\begin{align*}
\|1_D-h\|_D\le 1.
\end{align*}
Since $1_D-h$ is self-adjoint, the reality result already proved implies
\begin{align*}
\phi(1_D-h)\in\mathbb R.
\end{align*}
The norm estimate for $\phi$ gives
\begin{align*}
|\phi(1_D-h)|\le \|\phi\|_{D^*}\|1_D-h\|_D\le 1.
\end{align*}
Using $\phi(1_D)=1$, we rewrite the scalar on the left as
\begin{align*}
\phi(1_D-h)=1-\phi(h).
\end{align*}
Because this scalar is real and has absolute value at most $1$,
\begin{align*}
-1\le 1-\phi(h)\le 1.
\end{align*}
The left inequality gives $\phi(h)\ge 0$. Finally, $x=\|x\|_D h$ and $\|x\|_D>0$, so
\begin{align*}
\phi(x)=\|x\|_D\phi(h)\ge 0.
\end{align*}
Thus $\phi$ is positive on every positive element of $D$.[/guided]