about icon-addNote android4 Answer apple4 icon-appStoreEN icon-appStoreES icon-appStorePT icon-appStoreRU Imported Layers Copy 7 icon-arrow-spined icon-ask icon-attention icon-bubble-blue icon-bubble-red ButtonError ButtonLoader ButtonOk icon-cake icon-camera icon-card-add icon-card-calendar icon-card-remove icon-card-sort chrome-extension-ru chrome-extension-es-mx chrome-extension-pt-br chrome-extension-ru comment comment icon-cop-cut icon-cop-star Cross Dislike icon-editPen icon-entrance icon-errorBig facebook flag flag_vector icon-globe icon-googlePlayEN icon-googlePlayRU icon-greyLoader icon-cake Heart 4EB021E9-B441-4209-A542-9E882D3252DE Created with sketchtool. Info Kebab icon-lamp icon-lampBig icon-learnHat icon-learning-hat Dislike Loup Loup icon-more icon-note icon-notifications icon-pen Pencil icon-play icon-plus-light icon-plus icon-rosie-cut Rune scrollUp Share-icon Shevron-Down Shevron Left Shevron Right sound sound1 sound2 sound3 sound4 sound2 icon-star Swap icon-translate Trash icon-tutor-ellipsis icon-tutor-flip Tutor folder icon icon-tutor-learned icon-twoWayArrow Mezhdunarodny_logotip_VK vk icon-word pen_icon Logo Logo Logo
Go to Questions & Answers

Oleg Shevaldyshevadded a note a month ago

note (en-en)

Some more about the new English word "sonder" (also referring here: https://www.lingvolive.com/ru-ru/community/posts/1020790#comments) - from LinkedIn (by Sarah Porter; https://www.linkedin.com/posts/sarahhelenpotter_marketing-activity-6569122352985186304-F45t):

Have you ever heard the word ‘sonder’?

I hadn’t until recently.

It was coined back in 2012 by John Koenig for his project ‘The Dictionary of Obscure Sorrows’.

So, what is ‘sonder’?

According to definition: ‘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.’

So why’s this important?

Well, it’s relevant to sales. To marketing, to recruitment.

When you sell, whether that be a product, or service or even a job you’re selling to someone who has a rich and complex life, one that you’re unaware of.

So when you sell a job, or sell a product and only consider

Your wants

Your needs

Your expectations

You’re destined to fail.

Because the person you’re selling to may not have those same wants, needs or expectations.

When you sell a job, and think only of your commission, it stings that much more when a candidate accepts a counteroffer.

When you sell a service, and just think about hitting your quota, your prospect is thinking about price, about how this service will impact THEM.

When you live in your own bubble of KPI’s and commission and marketing what it is that YOU want.

You’ll fail.

Because of sonder.

6

Discussion (4)

Elena Bogomolovaadded a comment a month ago

Что-то вроде "мерить на свой аршин", "судить по себе"?

Oleg Shevaldyshevadded a comment a month ago

не совсем.
что-то вроде "понимание, что другие тоже живут разноплановой жизнью"...

Elena Bogomolovaadded a comment a month ago

Но в рассуждениях о продажах речь о том, что если вы будете о других думать, что они они думают как вы и стремятся к тому же, что и вы, то вы не преуспеете. Разве нет?

Oleg Shevaldyshevadded a comment a month ago

правильно - но так как они думают НЕ как мы, то мы должны думать как они
это и есть sonder
там выше есть определение
но я согласен - последняя фраза не вполне логично построена

Share with friends