Message in Message (MIM) is an exciting development at the physical layer of IEEE 802.11. Two transmissions that otherwise conflict with each other, may be made concurrent with MIM. However, the benefits from MIM are not immediate. Higher layer protocols need to be explicitly designed to enable its inherent concurrency. This paper investigates the opportunities and challenges with MIM, and demonstrates a link layer framework to harness its potential. We believe that our framework can accommodate emerging physical layer capabilities, such as successive interference cancellation (SIC).