Understanding the 'what' is your entry ticket to engaging deeply on the 'how' with decision-makers

I'm happy to go deeper into like a specific solution if you guys have questions about your own booths and how your marketing is working. But I think a lot of us get really deep in the how more so than the what. And like, don't get me wrong, the technical decision makers walking around conference spaces, they care about the how, but first they have to understand what to be able to have the conversation about how.