The Physics of Marketing - Bernoulli Equation
August 22, 2008 by davidebowman
Daniel Bernoulli observed that in flowing fluids there is a relationship between speed and pressure. This relationship, known as the Bernoulli Equation went on to inspire the creation of blood pressure monitors, airplanes, and even fuel injectors.
What Bernoulli observed was that moving water created lower pressure. The faster the water moved, the lower the pressure dropped. Airplanes can fly, due in part to the fact that the curved shape of the wings allows for the air to travel more quickly over the top than the bottom - thus creating lift by lowering the pressure on the top side of the wing. A simple explanation is the idea that speed can reduce pressure.
How does this equate to marketing?
My mind gravitates to sales with this one. Particularly the notion that the speed at which sales are generated reduces the pressure on the rest of the organization. Thus a good sales strategy seeks to find ways to speed up sales cycles. This could be accomplished by removing unnecessary steps in the sales process. Taking time to educate sales personnel properly. Focus on quality leads over quantity of leads - thus reducing time pressure. Eliminating unnecessary meetings and paperwork - all of which require time and attention and increase pressure.
Yes pressure is necessary. There are things that just must get done, and often organizations can only handle so much speed before the system breaks down. Still, removing unnecessary pressure from sales is a great strategy for increasing the speed at which revenue flows. Marketing plays a huge role in examining the sales processes and activities and seeking ways to make things more effective.
Often when sales begin to slow, the natural reaction is to “put more pressure on the sales force.” While this seems like a good idea if they are truly lazy, most often the opposite happens. Under the increased pressure to do more with less speed diminishes and the numbers fall. The better approach is to examine how to reduce pressure in the system - better products, more training, better leads, better marketing materials, less paperwork, better service, shorter lead times, etc…
By actively working to support the sales team, Marketing can reduce unnecessary pressure and increase the speed at which a business operates.
What do you think? How would you apply Bernoulli to Marketing?
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I agree with your conclusion, David, but the physics analogy squeezes my toes, it’s not quite a proper fit. Living science, biology, seems to me a more appropriate metaphor.
Jim,
Life sciences would probably be easier to equate, in that living organisms of all types behave unpredictably - just like human beings.
Physics is a different beast entirely. However, I started the project as a way to learn more about Physics by drawing analogies between a principle of Physics and some part of Marketing. In doing so, my goal was to create conversation which would further my understanding.
Though I have spent a great deal of time studying and practicing Marketing, I have never taken a class in Physics in my life. I am in the midst of a learning process. Even with my very limited understanding of the doctrine, I am discovering that Physics is fascinating, and I continue to feel compelled to learn more about it.
Often times I find myself stretching to find the similarities between the two doctrines, and admittedly sometimes it works better than others. The good part is that when I miss, someone - usually one of my genius brothers in law - sets me straight and I learn something. That is the best part.
I am thrilled that you have joined the discussion, and I hope you will continue to play along.
I have about 40 more Physics principles to go and then who knows - maybe I can start on The Biology of Marketing…
Thanks.
My marketing ineptitude will not prevent me from commenting on one of my favorite principles–Bernoulli’s. Drawing from the Conservation of Energy (see previous Physics of Marketing topics), Bernoulli was able to construct an eloquent relation to enable one to determine fluid flows, velocities, and pressures thus leading to a wide range of useful scientific tools. Each time I hear of Bernoulli, I’m reminded of an experiment that he allegedly performed to demonstrate his concept. Bernoulli supposedly was able to cause a wooden barrel filled with water to explode simply by filling a tall, thin straw with water and inserting it into the barrel. Though this amounted to very little water, the column of water exhibited an enormous pressure on the barrel by:
P (pressure)= rho (fluid density)*g (gravitational constant)*h (height of fluid)
True or not, this story goes to show the importance of fluid density and height of those fluids. As an example, consider a Barometer of Mercury. At atmospheric pressure, this Barometer would be about 760 mm (or ~30 inches). A similar column of water would be 33 feet!
For measuring fluid velocities, a flow restricting device is often used. Some types use nozzles which produce low pressures and high velocities at the narrow region of the nozzle and expand outward again, thus allowing flow measurement. Here’s where it gets interesting. If the flow enters the nozzle and achieves speeds greater than Mach 1 (yet another previous Physics of Marketing Topic!), pressure will go up and as the nozzle expands velocity will continue to rise (i.e. the properties of the fluid will reverse)! The fluid molecules are moving so quickly that in the restriction, they simply bump into each other and can only speed up when given more room.
Drawing from your analogy, the same could also be true in marketing. Too much speed coupled with a tightening in the market can lead to log jams and backups. The demand drops and due to the speed, inventory goes up. Ultimately something has to give; demand has to come back or productivity must drop (sounds like the current housing market situation).
I can’t wait for the next 40.
Thanks alot,have gained alot fron this article.i want to knw d roles of marketing in physics