I was delivering a presentation to a group last week on the topic of crafting a solid marketing message, as this comes up a lot. One of the most difficult tasks we have as business owners is putting ourselves in the shoes of our customers. Sonder is the realization that every person is living a life as vivid and complex as your own. We are each living our lives as the star of our own show. Every one of us is embroiled in our own life-long movie with a cast of supporting chara