We need to know the difference between what feels good in the moment and what actually works. That starts with empathy. It starts with the deep understanding of what the person is going through, what they are thinking and what they believe, then playing that important character in their life that shows them a better way.

How we feel is irrelevant. It’s how we make them feel. Not feeling for the sake of feeling but feeling for the sake of change.

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.

You don’t create an idea – you discover it.You see, ideas can’t be created out of thin air, they are something you discover through constant searching. Through constant study. 

Creating implies that you make it. You don’t make an idea, you find it. You find it after days of feeling like you don’t have the answer. You find it by reading another book about the topic or going for a long drive studying the competition. 

The big idea is always out there in the world. You just have to be willing to keep on the journey and find it.