This document discusses how messaging impacts sales and getting customers to do something different. It notes that conversations are the main way value is communicated to customers. However, only 14% of messaging from salespeople actually promotes commercial impact. The document advocates aligning messages with customer buying visions and desired outcomes rather than just selling products. It provides examples of reframing customer problems and challenges to their status quo. It encourages developing an integrated messaging system with defined messages, tools, and skills to deliver customized conversations to customers.