The Word by Sonder & Tell
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Stop reducing screentime, start increasing friction
In defence of inconvenience
Jan 15
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The Word by Sonder & Tell
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Discussions
Eccentric founders are in for 2026
Marathons are out
Jan 2
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The Word by Sonder & Tell
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If AI writes like humans, how do humans write?
Let's delve into it.
Dec 11, 2025
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The Word by Sonder & Tell
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How to pitch brand to people who don’t buy it (yet)
Are they a Miranda or an Emily?
Nov 17, 2025
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The Word by Sonder & Tell
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Your founder story is good PR
... but, sorry, it's not your whole brand.
Oct 16, 2025
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The Word by Sonder & Tell
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Who is doing brand right, right now?
From Paloma Wool to Grillo's Pickles
Oct 2, 2025
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The Word by Sonder & Tell
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Ask better questions, get better answers
What do customers, stakeholders, dinner guests really think?
Sep 11, 2025
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The Word by Sonder & Tell
13
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For the love of merch
Our reject hats, Bold Bean's sell-out bowls and creating anything but another tote bag
Aug 28, 2025
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The Word by Sonder & Tell
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The Word by Sonder & Tell
A very useful newsletter from three strategists and writers. The things that keep us up at night and shift the way we think about brand.
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