Quantum Mechanics (physics) and marketing strategies aren’t all that different. Both require careful analysis and observation, and both need a set plan that accounts for variables. Science fascinates me; if I hadn’t ended up on the creative spectrum, I would have been a scientist, perhaps a physicist. As a self-professed “science buff,” I’ve learned that marketing and physics have four things in common when trying to predict an outcome.
For example, quantum mechanics is based upon mathematical concepts with wave functions that provide information to predict some probabilities of various positions and velocities of particles. However, even with these formulas, we can’t predict anything with certainty. Even Einstein couldn’t prove it, though he felt there had to be ‘certainty,’ and his reasoning was that “God does not just roll the dice.” There is no solid way to predict the outcome. In marketing, we can’t predict outcomes with any certainty, either. We can, however, take our cues from quantum mechanics to devise a marketing strategy that provides a better idea of what the outcome will be:
- Observation: Through observation, great quantitative theorems and strategies have been concluded. One fundamental rule is the principle of the true or false state. That requires stepping back and viewing the current state of affairs, then estimating the velocity (action) needed to reach the final state or goal. It’s a critical step and one that we often miss in the rush to market our businesses.
- Current State: This is our position (current visibility in marketplace) and velocity (the direction, speed, and influencers interacting within that space) of a physical object (brand) at a specific moment in time. Understanding the current state completely gives us a much more accurate vision of the final outcome.
- Random Variables: These are triggers that no one predicts, but they materialize anyway. In physics and in marketing, it is our job and focus to look for these factors and implement possible solutions, or to capitalize on them when they appear. Since they are random, it’s hard to fully prepare for these variables – but they are critical to the final outcome and one must expect their inclusion.
- Properties of Truth: In marketing, the properties of truth are successful results and reaching your goal. This stems from taking the time to observe the environment, the market, the audience, and the “wave functions” that are currently positioned in the spherical space (defined market). We also know the value of x, the current state and the position, differentiation, brand awareness, visibility, messaging, emotional statement of this value. We have looked ‘under the hood’ for random variables that could lift up this state or crush it as it emerges into its extended universe (marketplace). We know the numbers and statements that will factor into its eventual success and have projected paths to achieve these goals within small margins.
When you look at the strategies in quantum mechanics and marketing, you can easily see parallels concerning planning and strategizing. Of course, even in something as exact as science, a definite outcome is not guaranteed. Scientists instead carefully prepare for possible outcomes, taking the time to observe their subject, assess the current state of the subject, and factor in random variables. Your marketing should take the same approach: careful assessment and planning to achieve the desired (or at least, a somewhat predictable) outcome. It’s true that we can’t control conditions outside historical data or what we know based on our knowledge, wisdom, and experience. Here, the power of creativity leads to victory.