What quantum physics teaches us about grabbing attention

Reality lies in the eyes of the beholder. I recently read (okay, looked at the pictures) ‘Reality is not what it seems’ by the best-selling physicist Carlo Rovelli. It struck me that one of the central tenets of both the quantum world and the quest to get noticed are the same: you do not exist.

Your business, service or product doesn’t exist, that is, until there is an interaction with another body. Until you pop in front of someone’s eyes or under their nose you may as well be as elusive as dark matter. You are in a bubble of your own creation.

Because when we work for a company we often get insulated from crucial facts. We assume people know much more about us, understand our key benefits, and decide to use us based on the perceived strength of – and goodwill towards – our brand.

Yet this perception about our impact on others is regularly skewed.

Thinking that we are more significant is not unusual. We know our brands and the successful aspects of what we do inside out (we share this experience with colleagues every day) and we tend to suffer from overconfidence. But we’re often like atoms running amok – there is not enough time or resources to assimilate every latest feature or development and convert them to important benefits for our readers.

In many cases – especially with larger firms – your audience has heard of you. But you can never presume that they fully know what sets you apart… why they should choose your latest service… how you plan to earn their trust.

According to quantum physics, sub-atomic particles don’t technically exist (in a quantifiable sense, at least) until measured or there is interaction with them. It’s smart thinking to consider that the same rules apply for your business, service or product.

And all the more reason for your messaging to be in tip-top shape when it collides with a customer.