The New Law of Gravitation

All great discoveries and ideas start with curiosity. When we meet something we don’t understand, we look for answers, explanations and formulas that help us understand. For example, I have always searched for some sort of universal coherence in the way companies and brands communicate.

Can we find a universal communication formula?

All great discoveries and ideas start with curiosity. When we meet something we don’t understand, we look for answers, explanations and formulas that help us understand. For example, I have always searched for some sort of universal coherence in the way companies and brands communicate.

Why is there such a great difference in how communication performs from one company to another and, in some circumstances, from one time to another? How is it that a thoroughly planned and well-executed campaign works perfectly for some brands, but fails completely for others?

The curiosity triggering these questions has led to the discovery of a universal formula for coherence in communication. A formula that derives from someone else’s curiosity and the discovery that followed – about 350 years ago.

From apples to messages

Curiosity was also what drove Sir Isaac Newton, who wondered why a free-falling apple always heads straight to the ground. He set out to explain just that in a formula – his law of gravitation. The Law of Gravitation became Newton’s discovery. And a mighty important one, I dare say.

This brings us straight back to my discovery. My discovery happened because communicators and strategists’ conditions are going through a historical change. New media pop up everyday. Known target groups are falling apart. Consumers are just as concerned about companies’ CSR for climate change and world peace as they are about their products and services. Consumers have become an audience that don’t want to buy; they want to be involved and entertained, to learn – and to see the bigger picture. Quite a challenge!

Our Common Challenge

Our challenges as strategists and communicators are a reflection of our clients’ challenges. So how do we make sure that you get the most out of your marketing budgets and the greatest possible attraction to your brand?

These challenges and questions have motivated the idea behind – and the discovery of – a formula for communicative coherence and how communication can be approached. Not just through a process, because there are tons of those formulas already, and they all seem to be the same. You know how it goes: start with an analysis and end with an evaluation. You probably know them in your sleep by now. No, this is a universal formula that points out which factors that, when brought together, create coherence. And how these factors can either strengthen or weaken communication.

This isn’t something I just made up. It is a discovery that is the culmination of many years’ work and experience in communication. Created with my own work and experience, yes – but especially the work and experience of others. Sir Isaac Newton didn’t invent the Law of Gravitation. He discovered it. He acknowledged this by saying:

“If I have seen further – it is by standing on the shoulders of giants”

What did Newton know about communication?

Using and quoting Newton is no coincidence. My idea happens to come from him.

Gravity_formula_v01

Because what if Newton’s thoughts about the Law of Gravitation, mass attraction and body kinematics were used as communication models?

Could there be a universal formula for communication that is coherent and works? Just as there’s a formula for gravitation that explains the coherence of the universe? What if Newton thought about distance and attraction between humans and brands, instead of objects and celestial bodies? What if gravity wasn’t measured in kilos but in the weight of your message? And distance wasn’t measured in meters but in mental distance?

Can you translate Newton’s Law of Gravitation to a Communication Formula?

My colleagues and I were curious to find out. Our curiosity has led us to the discovery of The Communicative Law of Gravitation, and to a whole new way of approaching agency roles. So, just like traditional advertising, our old agency, no longer exists.

Welcome to Gravity

On the bright side, Gravity has now arrived: a strategic concept and communication house with senior-capacities in every area of strategic communication. Experienced people who have adapted to a new reality that you, too, may need to navigate in. With a formula that companies, organizations and individuals can recognize. A formula for how much weight you have – or can achieve – with your message. A formula that explains how far the distance between you and your audience is. And last, but not least: a formula for how many Gs your communication pulls.

We believe that this could be an answer to a lot of our clients’ challenges. And, by extension, to our challenges. What do you believe?

 

 

1 kommentarer:

  1. Brian skriver...

    Very interesting, it does make sense and could certainly be applied int he real world, I imagine a few case studies would help

Leave a Reply

Your email address will not be published. Required fields are marked *

*
*
*