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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.