In this episode, Bora, David, and Christopher talk about part 1 of 3 of the Messaging Architecture, the Fundamental Messaging. This part of the discipline takes the buyer from 'I don't know who you are' to 'I want to buy from you'. It is also being discussed why it's problematic that companies talk too much about their product's benefits and features and what to think of instead when providing support throughout the buyer’s decision-making process. The next part of the Messaging series: Deal Closing Messaging, part 2 of 3.