So, the product team briefs you. You dive deep into the specs, research the market, and meticulously identify the key features to spotlight. Then comes the grind: you craft benefit statements, polish, align, get stakeholder buy-in, polish again. Finally, you ship messaging. Done. Right? But something feels off, doesn't it? Doesn't it sometimes feel like you’ve just created the world's best EXPLANATION? You’ve appealed to the rational mind, but have you truly MOVED anyone? Great messaging doesn't just explain. True storytelling (the heart of messaging) cuts deeper. It speaks to the 'irrational'. It constructs a vivid world in your customer's imagination where they're already experiencing your product. This session challenges our craft as a PMM to move beyond being translators of features to become architects of expectation.