Ernest Rutherford (the father of nuclear physics) once said, “Physics is the only real science – the rest are just stamp collecting.”
Marketers love the big bang story.
The viral ad.
The instant sell-out.
The “one campaign that changed everything.”
But markets don’t run on fairy tales. They run on physics.
Ignore the laws, and you burn fuel without moving an inch.
Master them, and you can bend reality in your favor.
1. Inertia: Markets Don’t Move Themselves
Newton’s First Law: objects at rest stay at rest, objects in motion stay in motion.
Same with marketing.
A dead brand will not suddenly spring to life because you posted one reel that “should” go viral.
Momentum comes from consistent drumbeats of campaigns, content, and customer touchpoints.
The flip side? Once you’re rolling, it’s cheaper and easier to keep rolling. Every sale, every testimonial, every friend telling a friend adds spin to the flywheel. The hardest push is the first one – overcoming friction.
2. Mass ≠ Size: The 1,000 True Fans Principle
Kevin Kelly said it best: “1,000 people who’ll buy anything you release beats a million who barely know you exist.”
Size is vanity. Follower counts, email lists, impressions.
Mass is gravity. Belief so dense it pulls people in.
A “big” audience without mass is just space dust. Pretty to look at, useless for moving markets.
Warren Buffett joked, “You can’t produce a baby in one month by getting nine women pregnant.” Same thing here. You can’t brute force results with scattered outreach. Depth beats breadth, every time.
3. Gravitational Pull: The Brand’s Invisible Force
Once you’ve got real mass, gravity takes over.
Customers come to you.
Talent comes to you.
Opportunities start falling into your lap.
Apple doesn’t beg for press. Top podcasts don’t cold-email guests. The pull is built by the brand.
You earn gravity by delivering, showing up in the right orbits, and by being the brand people want to be near.
The stronger the pull, the less energy you need for the next win..
Joseph Tussman said, “The world will do most of the work for you, provided you cooperate with it.”
That’s marketing physics.
Start the motion.
Build the mass.
Let gravity do the rest.
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