In the quantum domain, company 
credibility is rarely created through a single announcement. A company may reach an important technical milestone, secure a major partnership, or launch a new product, often through a press release. But an announcement celebrating notable wins is not considered in isolation. The intended audience interprets it through a cumulative lens, taking into consideration everything they already know – or do not know – about the company. 

This is where thought leadership, especially as it relates to written content, becomes essential. It creates an ongoing layer of credibility and visibility around the technical work and gives people the context required to understand what a company has achieved and why it matters. It creates the story around the company.

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In 2025, the International Year of Quantum Science and Technology, as designated by the United Nations, many of us working in quantum attended a slurry of events. I was traveling, on average, once a month, with one particularly intense stretch taking me from Italy to Poland to South Korea. This was quite a shock considering I had received my first passport only months before.

The benefit of traveling abroad comes in many forms. There is the obvious benefit of seeing different regions and cultures, but there is also something to be learned from experiencing the broad range of communication that comes with them. People receive and share information in many different ways. While this is differentiated at the individual level, it is also deeply influenced by culture, education and upbringing.

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