Messaging is intention actualized. One might argue that messaging may disguise a true intuition; however, the intention to disguise is a part of the message formation. The marketer needs to understand the essential nature of their work. We are doing more than toying with some product campaign; we are working near the very core of existence. Messaging is projection. It is a projection from the internal to the external. There is much in our work related to ontology, to metaphysics, to epistemology. It is important for marketers to realize the deeper implications of their discipline.