At GetQuanty, we have beliefs. And if we have chosen to launch the popularization of quantum marketing concepts, it is because we believe that marketers must be given critical weapons to the discourse they hear, including to criticize the deterministic beliefs that continue to persist today.

As Etienne Klein shows in his book "Matière à contredire", believing in science often means thinking against your brain. It is admitting that what our brains spontaneously think can be wrong. Thus, the observation of phenomena does not allow us to understand them. For example, our brains and common sense tell us that heavy bodies fall faster than light bodies. While to understand that all bodies fall at the same speed into the void, as Galileo has demonstrated, we must do something other than watch the bodies fall. In other words, the first law of modern science "the fall of Galileo's bodies" is a law that contradicts observation. And Galileo discovered this law, when he had no data and the observations contradicted what he found.

Another example from the article "notre monde est devenu quanttique" by France Culture, we are experiencing paradoxical situations..... Never before have polling firms had such sophisticated tools at their disposal, and yet they are being tested by reality as never before. And beyond that, massive data (or Big Data) promised to make us predictable through algorithms that would anticipate each of our actions, and yet no one could predict the election of Trump or Brexit. It's very disturbing.

Etienne KLEIN invites us to this critical work: to say no to sensations, common sense, first impressions, undue analogies, etc. What is fascinating in modern physics since Galileo is that people are able to find laws that are still the laws we use today, when they had no data, or almost none! In 1604, Galileo enunciated the good law of the fall of bodies: all bodies fall at the same speed into the void - at a time when there is serious doubt about the existence of the void. This does not come from the data he had at his disposal, nor from the experiences he had made since the Tower of Pisa....

This shows that laws are revealed not by contemplating the spectacle of phenomena, but by other strategies that aim to cleverly circumvent them, sometimes to contest them, and then explain them.

At GetQuanty, we work against populism (marketing) which advocates that if a result seems to us contrary to common sense, we reject it. But all science is against common sense. Science is built against this famous common sense that made us believe for several centuries that the earth was flat... We invite you to this critical work: to say no to sensations, to common sense, to first impressions, to undue analogies. Because we reason in the wrong context.

In Newtonian physics, we reason in a simplified world, where fairly identified forces are exerted that ignore details. And this has made it possible to understand the world as it was until then. But today, these principles no longer allow us to read the world. Maybe it's time to move on to quantum physics. Quantum physics is based on Heisenberg's principle of indeterminacy, which states that when you know the position of a particle, its velocity is indeterminate, and vice versa. Isn't that exactly what is happening today? Look how much we know about ourselves, thanks to the data we leave in the networks - where we are, where we come from, what we say, what we look for... Our position is as clear as ever.

It was a debate that opposed Albert Eistein and Niels Bohr for many years. Eistein said that physics should describe reality. While Niels Bohr said that the purpose of science was not to describe the world as it is, but to be able to predict our interaction with reality (and to predict results and measurements that can be made during experiments). However, several years later, it was demonstrated by physical experience that it was Niels BOHR who was right:

And it was the beginning of an industrial revolution, that of quantum physics, with the emergence of the quantum computer, cryptography, the teleportation of physical state...

What we are seeing more and more at GetQuanty is that more and more sectors of the economy (such as marketing) are interested in quantum mechanics, and that physicists are increasingly interested in the application of quantum physics to something other than quantum physics, with significant advances in modelling and economics. This obviously does not concern all physicists, and it does not concern all professors of economics, but what is important is that some of them study the subject, interact and ask themselves new questions.

This is why GetQuanty collaborates and works with the "quantum interaction" research group whose Nice congress proposes interesting theories in the following fields:

• Complex Systems
• Semantic Representation And Processing
• Logic And Epistemology
• Information Processing And Retrieval
• Cognition And Brain (Memory, Cognitive Processes, Neural Networks, Consciousness)
• Decision Theory (Political, Psychological, Cultural, Organizational, Social, Etc.)
• Game Theory
• Finance, Economics, And Social Structures (e.g. Organizations, Institutions, Cultures)
• Artificial Intelligence (Logic, Planning, Agents and Multi-Agent Systems)