The Power of SONDER in Marketing
Yesterday, David Marlow shared a post about the concept of "sonder", which means:
the feeling one has on realizing that every other individual one sees has a life as full and real as one’s own, in which they are the central character and others, including oneself, have secondary or insignificant roles.
It's something that most people don't take the time to experience. And personally, I've NEVER heard a concept like that be associated with marketing. So, it's probably time it was.
Because we all KNOW we have our own experience.
It's true for companies as well.
So, let's take a look at this from both sides:
Your company as the main character, and
Your customers or clients as the main character.
Your Company As The Main Character
In this example, I'm going to use ABC Company as a generic company name, but I encourage you to substitute your OWN company name wherever you see it 😉
ABC Company is on a journey; but it's not the SAME journey as any other company.
Let's look at a couple examples.
When The Walt Disney Company was founded in 1923, the largest companies in the world were the likes of Standard Oil successors (like Exxon and Mobil) and US Steel. But did they build their business on those same business models?
Haha, fun fact, even ChatGPT responds to that question with an emphatic, "Not at all!"
There's a TON of difference between the two: industries, business models, customer engagement, scalability, innovation; but the CORE difference was that the industrial giants focused on controlling physical industries and resources, while Disney focused on creativity, storytelling, and emotional engagement; creating an entirely NEW business model.
All large companies with different journeys.
How about we look at something a little more recent?
Love it or hate it, let's look at Telsa, founded in 2003.
Another fun fact, since at that time we also have business models like Disney at play, ExxonMobil was still one of the largest companies in the world, along with General Electric. Microsoft was also gaining traction.
These giants had picked up on the trend of diversifying their portfolios, yet Tesla did NOT follow any of the paths laid down by it's predecessors💡
Tesla entered the market to DISRUPT the reliance on oil, focusing on technological innovation and a direct-to-consumer sales model (as opposed to the defined distribution networks).
Again, new business model.
Now, I think most people can agree that ALL the companies listed above could be deemed "successful" companies. As of the day this article was written, the SMALLEST market cap was US Steel at $7.5 BILLION.
I mean, I think any of us would be happy to own a billion dollar company.
But all too often, we assume we ACHIEVE that by COPYING the other billion dollar companies.
Except NONE of the actual billion dollar companies did that.
Even close competitors like Apple and Microsoft didn't.
They followed their OWN Main Character journey.
So, if your marketing program is still based on COPYING someone else, you might as well get rid of your billion dollar dreams now.
Either that or...
Start going on your Main Character journey💖
Your Clients As The Main Character
Let's shift gears now to understand that our relationship with OUR CLIENTS will ALWAYS be as a secondary character. But there are a LOT of secondary characters we could be...so which one do we want to choose?
We could be the SIDEKICK; the loyal companion of the main character, providing emotional support or assistance in achieving their main goal.
We could be a MENTOR; a guiding figure who imparts wisdom, teaches essential skills, or inspires the main character to grow.
We could be the COMIC relief; lightening the mood with humor or eccentricity, providing a break from the tension the main character experiences,
We could be the RIVAL; not a direct competitor or main antagonist to the main character, but someone who challenges them in a personal or professional capacity.
We could be the CONFIDANTE; a trusted friend with whom the main character shares thoughts and feelings, helping them to externalize their inner conflict.
We could be a BACKGROUND CATALYST; indirectly pushing the main character toward pivotal moments in their journey.
We could be the FOIL, an OUTSIDER, HENCHMEN, an EVERYMAN, a TRAGIC FIGURE. Or even the VILLAIN. Although I opted out of these as real options as I don't think anyone would intentionally CHOOSE to be these characters from a marketing perspective.
So, which one are you?
I'll tell you right now, I like to look at myself as the MENTOR. Yoda or Gandalf are my Go-To's for inspiration in this category. And since we need to use something as an example, let's go with this one, since I know the most about it.
If you want to be a MENTOR, also commonly referred to as a Trusted Advisor in a business capacity, you can't show up as the side kick. Or the comic relief. Or an everyman.
You need the main character to KNOW that you're a mentor.
Marketing is all about how you COMMUNICATE that to them.
The Sum of Both Parts
At the end of the day, your business is BOTH; the main character in your OWN story AND your chosen secondary character in your client's story.
And 👆 THAT👆 combination?
It's never existed before.
Completely unique to YOU.
And if YOUR business hasn't been able to successfully jump the growth chasm?
You haven't been treating it that way.
Honestly, it's as simple as that.
YOUR opportunity for growth is on the other side of the successful execution of that formula.
Who's got the skills in YOUR organization to make that happen?
If your answer today is NO ONE, then we should chat ✨
