Another week, another great Seth’s Blog article. Gravity is just a theory is one of those ideas which will immediately get you wondering how it applies to your own marketing activities (it did for me, anyway). What Seth Godin is saying is that if you really want to be able to get people to act on your message now, it should not force them to change their minds and should be demonstrable before they get bored. Easier said than done, but once you start thinking about it, you may find angles for your own marketing which meet these two criteria. Sure, your customer may have been wrong all along, and it may also be that you’re selling something which it’s impossible to see the results of in a short timeframe. But then again, perhaps you just need to look at things from a different angle.