If you read modern physics research results, you will quickly realize why old-school marketing and communication techniques won’t work anymore.
The Context
Follow on LinkedInAs you know, advertising became a major force in the mid-19th century. Therefore, the industry’s fundamentals resonate with the mid-19th-early 20th-century belief system.
Bear with me! What did we know back then?
It was already the end of the 19th century when physicists discovered the Electrons and Atomic Structure.
The Quantum Theory and the Special and General Relativity appeared at the beginning of the 20th century.
It was the time when researchers started talking about the Wave-Particle Duality.
Where are we today?
- Today, we are talking about Quantum Entanglement.
- We have pioneers in Quantum Information Science.
- We celebrate Quantum Computing Milestones.
- Additionally, we celebrate Machine Learning Pioneers.
- And, of course, we can’t leave out the breakthroughs of artificial intelligence.
Why Is This So Exciting?
Why am I so passionate and overly excited about these ideas? Why is the progress so thrilling?
I am keen because, in the past 150 years, our knowledge about reality has taken a huge turn.
And yes.
I know that the general audience doesn’t care about the details. However, they are also impacted by the changes. This is about you.
This is about you – someone who wants to update your knowledge.
This is about you – someone who wants better results.
This is about you – someone who understands there is a difference.
So what is that big secret?
Well, if you work with fear and anger, you’ll create fearful and angry customers. They won’t be necessarily angry with you or with your brand, but with the world in general. This approach is quick and effective, though.
Fear, anger, urgency, lust, greed, and even laziness are feelings and qualities that drive people.
But there is a problem.
It is not sustainable.
It amplifies fear.
Firstly, we already know that using people via their negative feelings is not sustainable.
Secondly, we also know that new technology can cause fear and resistance in the masses.
So, what do you think will happen when you talk about something the masses are scared of (consciously or subconsciously) while using negative sentiment?
Well, if they buy, you’ll have customers who are hooked on fear.
As an innovator, is this your dream?
They’ll freeze and reject the whole thing if they are more scared. Innovation will become something no one wants. Why would we do things differently? Why the fuss around the change?
Yes, it is.
The Solution: Build Trust Through Your Communication
Create a safe space.
Be transparent.
Be authentic.
We must build trust.
Let’s create a safe space.
Additionally, let’s put ourselves out there. Let’s create new role models.
Share your vision, share your goals. Show the people behind the scenes.
Be honest and authentic.
How can you start?
- Drop the jargon.
- Focus on usability.
- Be visible.
- Lead with kindness and empathy.
Startups and tech-related businesses need a new approach to marketing and sales communication. In addition to real solutions, usability, and great user experience, new tech businesses should focus on building trust.
No jargon, please. Use clear messages and easy-to-understand terms.
- Visibility.
- Be a thought leader.
- Be a changemaker.
- Be kind.
Back to Quantum Physics and Communication
And let’s see why I started with quantum physics and science stuff.
For those who are too technical to embrace psychology and mindfulness, our advice to be a good person, create something meaningful, and develop communication based on actual values is backed by science.
Quantum physics has already backed the “soft” ideas.
(Hand in hand with neuroscience and network science.)
Science shows us the importance of interconnectedness, relationships, and observation.
Communication is about connection, relationships, and observation/perception. So, the same principles apply:
The way you show up shapes how your audience sees you.
It impacts the way they engage with your innovation.
Be the innovator who builds trust, inspires change, and drives progress.
