Sonder is the profound feeling of realizing that everyone, including strangers passed in the street, has a life as complex as one's own, which they are constantly living despite one's personal lack of awareness of it.

This word is powerful because it gets the heart of marketing - which is empathy. Empathy for the person and group of people we seek to influence. It all starts with the understanding that they are living in a world just as vast as us.

The closer we can step into that vast world, the closer we get to performing effective marketing that works.