Chapter Twenty-Nine: Fiddle With What to Say Before Where to Play - Mike Schuster If the first step you take is off the path, you will get lost. That is what I took from Mike's chapter focusing on that most critical component of marketing, the actual content. Before creativity, before placement, before all else, the content of the message must be clear and relevant. To support this lesson, Mike provides 5 scaffolded, guided steps to achieving an effective message. One of the