Perhaps even more eloquent than e=mc2 is Isaac Newton’s Second Law of motion, F=ma. For all of those fellow physics enthusiasts out there, we all know how F=ma is the flathead screwdriver in the formula toolbox; and for good reason. The amount of Force generated by any individual object being equal to the object’s mass multiplied by the acceleration of that object has profound proofs across the universe that can also be observed in our everyday partnerships.

Take a minute to consider your own business. How much force do you have in your industry? For most large companies, a considerable amount of force is generated simply from being so big, or having an extreme amount of mass. Any acceleration is extremely forceful in the industry simply because of the mass.  But for a smaller, or less massive, company to generate the same industry force, the acceleration must be much greater. This is why successful startups and new product launches are projected to have extremely high growth rates, or very high factors of acceleration. Without considerable acceleration in a small company or new product launch, the industry force is quite small simply because their masses are so insignificant. I’m not recreating the wheel here, after all, Newton was putting this phenomenon into Law in the 17^th century. Another description of acceleration is Disruption, while another description of mass is Scaling. 

But let’s consider this regarding the partners that we choose. We are all seeking industry force. This comes in many canned phrases such as brand awareness, product adoption, market leading, etc. etc. But what we are all trying to say is that we want the market to know we’re there; that we want to be forceful in the markets in which we operate. 

So, what would Isaac Newton say if he was a business consultant in the 21^st century?  Shortly after lamenting about the shame of our youth paying more attention to the Kardashians than to Kinetics, I think he would call for the ole’ flathead, F=ma. Perhaps your organization can acquire a unique technology and give mass to their acceleration. Or maybe your unique technology needs a distribution partner with nationwide outlets giving it more mass. This may sound very simple, but how often do we see partnerships thinking that mass+mass = increased force? When in actuality, they are just cutting their acceleration in half. 

Next time you have a vendor detailing their service pitch, or you're reviewing your own pitch to prospective clients, take a minute to consider Newton’s Second Law. Who offers mass, and who offers acceleration? If you get this formula right, you’ll be on the path to creating force the way the rest of the universe does. 

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