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AUGUST 20, 2020|HISTORY & CURIOSITIES


Time Crystals Are a Real Thing, With Totally Boring Applications (At Least For Now)


Illustration of time crystals

Less than a decade ago, scientists discovered a new state of matter where atoms not only arrange themselves in a repeating pattern (like a crystal) but are also in constant motion over time, which earned them the nickname of "time crystals."

Now scientists have observed these time crystals interacting for the first time, and they are already imagining exciting new uses for them ... like atomic clocks.

Ok, it's not exactly the time travel implications that I had hoped for when I first read the headline, but this is exactly the type of underwhelming science story that only becomes significant over time. At least now you can say you knew about those time crystals right from the start. All we need now is for scientists to figure out how to make a flux capacitor to do something interesting with them.

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This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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