The world is governed by natural laws. An example of these laws is gravity and the laws of motion. Business, marketing, and human behavior is also subject to natural laws. During one of the great lectures I heard from Eric Schulz at the University of Utah, he explained the Laws of Marketing Motion-Marketing Physics.

1st Law: Be an acting force in the form of overt benefits-Customers will maintain established behaviors until the come in contact with a benefit so overly appealing it compels them to action.

2nd Law: Benefits multiplied by customer understanding=customer value-A new idea will hit the market with a customer appeal equal to the strength of its benefit multiplied by its reason to believe. Benefits and reason to believe are of equal importance.

3rd Law: Make a dramatic difference with benefit-reason-to-believe-The only way to disrupt the marketplace equilibrium is to introduce a benefit-and-reason-to-believe combination significantly different from what already exists.

While working toward my MBA at the University of Utah I took a Brand Management class from Eric Schulz.It was by far the best course I’ve taken in college (undergraduate and graduate programs). Eric was a great teacher who actually HAD successful business experience. His insights and teachings really helped me understand how to be a great marketer.