  In this contribution to FQXi's essay contest 2018, I suggest that it is
sometimes a step forward to reverse our intuition on "what is fundamental", a
move that is somewhat reminiscent of the idea of noncommutative geometry. I
argue that some foundational conceptual problems in physics and related fields
motivate us to attempt such a reversal of perspective, and to take seriously
the idea that an information-theoretic notion of observer ("mind") could in
some sense be more fundamental than our intuitive idea of a physical world
("matter"). I sketch what such an approach could look like, and why it would
complement but not contradict the view that the material world is the cause of
our experience.
