By Clara López, member of the Baud team.
Plan 320 from confinement: sign up for a cosmology webinar. Done.
Absorbing sources of inspiration that I used to devour on the street, in new countries or with new people, now, online, there is no other way. And grateful that the internet is full of interesting things, other kinds of things, like cosmology webinars.
So I stand in front of the screen, eyes and mind wide open, to see what I learn to win a Trivia game, contribute to new bar conversations or build a brand. And I learn something fascinating.
The universe expands
We already knew that. It does not put us in an advantageous position to win at Trivia. Because what is fascinating, as is often the case, is what lies behind this statement.
In the universe, at all levels - and therefore I venture to deduce from my humble interpretation as a consultant outside of cosmology, that also at the smallest level -, there is approximately a 30% of attractive forces and a 70% of repulsive forces. So in the universal battle of forces, repulsion wins.
It overcomes repulsion. And that's why the universe expands
And I find the Holy Grail of cosmic learning. And I get so happy that I share it. Because it's not a learning that I can bring to a brand, but I can integrate it into everything. Because if it affects the universe, it would affect people and it would affect brands.
And I wonder if these forces have to do with the fact that we like some people or brands and dislike others. And that we rationalize the irrational by inventing causes such as style or tone of voice. When the real cause would be just because, because of the universe.
And I wonder if it will be the same for brands. If the maximum number of people they can connect with is the 30% of their target, of consumers of soft drinks, athletes or dads. And if the most efficient way to bring companies to audiences will be to find their 30%, to those who go with your style, your own.
In people and companies, the important thing would not be to be liked by everyone, that would be impossible.
The important thing would be to be liked by your people
That would be success. Stop forcing connections with impossibles. Instead, get that 30% to know and love the company that naturally loves them. And the magnet would be forged. Those who join, those who fight. A hardly breakable magnet in which everything else, the haters, the 70%, would take a back seat.
We insist on everyone liking us when it seems that the normal thing to do is to generate rejection. So let's stop fooling ourselves and wasting our time, let's insist on that 30%, let's give them everything because they will give it back to us.
As the wise saying goes, "every sheep has its own mate". And cosmology confirms it.