It’s so easy to fall into it. It’s so easy because it’s always around you. If you try to run away from it, it follows you with the same speed. You can’t sleep it off - it wakes up with you. Even if you try to meditate, it’s still right there with you. It’s in fact the only way you can see the world around you.

It’s yourself. It’s your ego. It’s the story in your head that’s been forming since you were born. It’s held up by half right assumptions and faulty conclusions but it makes up who you are and how you think and that is the very thing that will always get in the way of professional marketing. The amateur marketer makes something for themselves then gives it to the world. The professional, makes something through a process of empathy. That’s what sonder is: the process of empathy.