The Story behind Sonder

Somewhere on a tram, in a meeting room or in a checkout line, there is a person you barely notice who is the main character of their own life. They wake up with their own worries, routines and ambitions. You are just a tiny background character in their story. And every person you see is like that. The feeling you get when you realise this has a name: Sonder.

My name is István. I spent about ten years leading teams in large agencies and working with global brands. Big budgets, big launches, smart people in the room. On paper it looked like the dream. Yet something was always missing.

We were optimising campaigns and polishing decks, but we were often guessing how people actually made decisions. There was plenty of data and tracking. There were not enough real conversations with the humans on the other side. I kept seeing the gap between the stories brands told about people and the way those people really lived, chose and changed their minds. That gap bothered me more and more.

Sonder is my way of closing that gap.

Sonder exists to fix the distance between how you think people decide and how they actually decide. We take the messy reality of real lives and translate it into a clear commercial strategy. We identify:

Once you see this clearly, decisions get much easier. You stop guessing what to build next and start prioritising features people will actually pay for. You stop wondering how to price your offer and start capturing the value you create. You stop hoping your messaging lands and start saying the things that make people recognise themselves in your story.

I choose to work with founders that try to build a better world for humans and for the environment they live in. If you care about that and you want your mission to make sense not only to investors but to the people you serve, this is the work we can do together.