Eugene Schwartz Quotes

FOLKSBIENE, an impoverished, frail Yiddish theater company in constant danger of annihilation, had outlasted all the giants. The year of Schwartz's death the little troupe moved into the Forward building, guaranteeing it a permanent home with four walls and a roof, plus heat in the winter, fans in the summer, and best of all, continuing subsidies from the newspaper and the Workmen's Circle. Sporadically, other Yiddish productions would take place in New York, but they were one-shots, musicals, and charity fund-raisers. Ensconced in their new place, Folksbiene managers claimed that theirs was the oldest continuously operating Yiddish theater in the world. As proof, all past productions were listed year by year, ranging all the way back to 1915. It was an impressive roster. Among the authors included were Sholem Aleichem, Leon Kobrin, and both Singer brothers, Israel Joshua and Isaac Bashevis; also the Russians Alexander Pushkin and Maxim Gorki; and such American authors as Theodore Dreiser, Eugene O'Neill, Sherwood Anderson, and Clifford Odets. It didn't matter how well attended those shows were, or how well acted, or the duration of their runs. The point was that the Folksbiene had survived, just as the Jewish people had survived. Together, they were the keepers of the flame. It was a very small candle in a very big city.

According to the Copenhagen Interpretation, it is the observer who both decides which aspect of nature is to be probed and reads the answer nature gives. The mind of the observer helps choose which of an uncountable number of possible realities comes into being in the form of observations. A specific question (Is the electron here or there?) has been asked, and an observation has been performed (Aha! the electron is there!), corralling an unruly wave of probability into a well-behaved quantum of certainty. Bohr was silent on how observation performs this magic. It seems, though, as if registering the observation in the mind of the observer somehow turns the trick: the mental event collapses the wave function. Bohr, squirming under the implications of his own work, resisted the idea that an observer, through observation, is actually influencing the course of physical events outside his body. Others had no such qualms. As the late physicist Heinz Pagels wrote in his wonderful 1982 book The Cosmic Code, “There is no meaning to the objective existence of an electron at some point in space… independent of any actual observation. The electron seems to spring into existence as a real object only when we observe it!” Physical theory thus underwent a tectonic shift, from a theory about physical reality to a theory about our knowledge. Science is what we know, and what we know is only what our observations tell us. It is unscientific to ask what is “really” out there, what lies behind the observations. Physical laws as embodied in the equations of quantum physics, then, ceased describing the physical world itself. They described, instead, our knowledge of that world. Physics shifted from an ontological goal—learning what is—to an epistemological one: determining what is known, or knowable. As John Archibald Wheeler cracked, “No phenomenon is a phenomenon until it is an observed phenomenon.” The notion that the wave function collapses when the mind of an observer registers a new bit of knowledge was developed by the physicist Eugene Wigner, who proposed a model of how consciousness might collapse the wave function—something we will return to. But why human consciousness should be thus privileged has remained an enigma and a source of deep division in physics right down to today.

I dedicated myself to studying all the greats from the past 150 years. Guys like Robert Collier, Eugene Schwartz, David Ogilvy, Gary Halbert, and Gary Bencivenga.

five states of awareness created by copywriting legend Eugene Schwartz.