is not a Static World
Robert E. Stevens, GENESIS II
Second Beginning) E-Mail: email@example.com
Over the years, I
have become a fan of Isaac
It was the depth of understanding in his three laws of Motion that
to his writings. While Newton's Laws were directed to the motion of the
universe, I have found that they apply to business as well as life in
Consider his three laws and how they are in play in the following case
Study #1 : At P&G we
had a new
product initiative under way
received extremely high
test scores. It was in a new
us which required
a major capital investment. We
put our best marketing
effort towards the introduction.
introduction was heavily loaded on the front end with a large promotion
and a fast introduction (Acceleration). The results were very
favorable. We gained a significant test market share while punching the
the nose. He was not a gentle giant. He retaliated and we quickly lost
our initial market share (All three of Newton's Laws in action). He not
only had a
manufacturing advantage but he also held a
significant distribution advantage. As the competitive action continued
had to withdraw from the cookie market.
- Newton's First Law of Motion:
Every object in a state of uniform motion tends to remain in that state
motion unless an external force is
applied to it.
- Newton's Second Law of
Motion: The relationship between an object's mass (M), its acceleration
and the applied force (F) is F = MA.
- Newton's Third Law of Motion:
For every action there is an equal and opposite reaction.(This is my
of the three laws).
young man was just promoted to brand manager on a new brand about to go
Market. The new product was a blind test winner versus the major market
A high scoring advertising copy was produced, and a pilot plant was
and ready to produce the new brand. In less than a month on the job,
brand manager concluded that the company should pull the plug on the
The new brand manager's boss thought that his suggestion was suicidal.
But the brand manager
insisted that the proposal be moved
forward. It was, with the boss's dissenting opinion. The advertising
also dissented but forwarded the proposal anyway. The Division Manager
with the brand manager's analysis and recommended closing down the
new brand manager not only looked at his brand but also looked
at the resources available to the competition and concluded that the
competition could easily copy our brand and have national introduction
we could establish national production facilities. The brand manager
the principle of Newton's Third Law. Within a very short time the brand
was promoted to the brand manager of New Products and responsible for
brand does not depend only on the acceptability of the product but also
resources and those of the competition you are facing. As the market
so does the competition.
grandfather/great grandfather to 20 young people, I frequently have the
to talk to them about relationships with other people. Newton's Third
something the older children frequently hear about from grandpa.
do, regardless of how small, there will be some reaction. It is your
can be a good reaction or it can be bad.
perspective: I wonder if the manufacturers of Vioxx, Celebrex and
thought to Newton's Third Law?
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