Grabber of a headline but probably not what you think. I was running a strategy session in New York last week and I came up with a new opener that worked well in terms of raising the energy level and shaking up the thinking. I got the idea from listening to a programme on Radio 4 the night before while I was fighting to try to get back to sleep. It featured a panel of scientists, including the rockstar physicist Brian Cox, talking about what came before the Big Bang.
This is a subject I had looked at before when I was researching a book I was writing called “God’s Marketing Brief” (it’s on Amazon but I really don’t recommend it unless you too are struggling to sleep at night). Despite the fact that I flunked out of Physics aged 15 years I am actually quite fascinated by the Big Bang. The two sides of physics, the General Theory of Relativity (gravity, light, time etc, the big stuff) and Quantum Physics (atoms, protons, quarks etc, the really small stuff) can explain everything from just after the Big Bang, which was roughly 13.7 billion years ago. When I say just after the Big Bang I mean 0.00000000000000000000000000000000000001 of second after, or 10 to the power of -37 of a second. Now that is not long is it?
Science can also explain quite a lot about where the universe is now and where it is going. The most important thing it supports is that the universe continues to expand, and going back to the Big Bang it was not actually a very loud noise, it was in fact the moment when the universe started to expand. It did so very rapidly at first, explosively fast, so I suppose that is kind of like a ‘bang’.
Bear with me here – I am going to talk about marketing soon. One thing about which scientists speculate but cannot prove is that there may very well have been a series of “Big Bangs” in those very first milliseconds, which could mean, theoretically, that the ‘Big Bangs’ gave rise to an infinite number of parallel universes.
Hang on in there – one last point to make. For reasons that would take too long to explain (alright, I admit it, for reasons I don’t entirely understand) the scientists cannot reconcile the General Theory of Relativity (big stuff) and Quantum Physics (small stuff). They explain the big stuff and the small stuff but they don’t explain each other. That is where String Theory comes in, or as it is sometimes called ‘The Theory of Everything’ (I am not making this up – check it out on Wiki). String Theory poses that little tiny atoms, the really, really small stuff, are not little dots but are long stringy things. But even more curiously, String Theory suggests that there must be at least 10 dimensions – another 6 plus dimensions beyond the 4 we know about (3D plus time).
Relax, we are done with the physics. In fact to lighten the air you might recall that Sheldon in “The Big Bang Theory” is studying String Theory – quite brilliant and quite mad.
So, I explain all this to my folk in the strategy session and invite them to see if it gives them any insights on what we are about to do – which is to develop a new strategy for a recently acquired business.
Well, let me help you, as I helped them.
1. It is worth looking back in time if it helps explain the future but beyond a certain point, the Big Bang, who cares?
2. If scientists can figure all this out surely we can come up with a solution to our little challenge.
3. There probably are a series of parallel universes and there is definitely more than one strategy – so let’s develop a few and choose the best, the one that creates our universe the way we want it.
4. We live in a universe that is always expanding – change is not our enemy it is our friend.
5. We are dealing with two theories of business that cannot be reconciled – finance and marketing. Or rather they can be reconciled but only if you bring in some new dimensions.
I must say it went on to be a very successful workshop although a lot of the credit for that must go to the caliber of people in it and not the facilitator. We did come up with new dimensions and several new strategic options.
If you are interested in knowing the new dimension to our thinking that made the most impact it was the concept of Triple Bottom Line. I’ll leave you to look into that.
But I think I’m on to something with Big Bang Marketing.