The text discusses the importance of considering the timing and context in which a message is received by a customer or recipient, as this can significantly impact its effectiveness. The author uses the analogy of Calvin from the classic cartoon strip to highlight that just like how Calvin's question "Do you know where your son is?" is more likely to be answered at 3:00 AM when he's outside, the context in which someone receives a message has a huge bearing on how successful it will be. The author breaks down the day into different time slots - early morning, arriving at work, during the workday, relaxing in the evening, and socializing with friends - to illustrate how each stage offers unique opportunities for messages to be read and acted upon, or ignored. To increase the odds of sending a successful message, it's essential to consider the state of mind of the recipient, the capabilities of their devices, and schedule messages at optimal times. The author suggests using scheduling tools like Intercom to send messages during specific delivery windows and recommends checking out their book on customer engagement for more information.