Isaac Newton

Thinker
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The British Genius who Explained Motion and Gravity

Intro

Isaac Newton was a famous English physicist and mathematician who is most known for inventing modern calculus and the foundational theories on gravity he outlined in Philosophiæ Naturalis Principia Mathematica (Mathematical Principles of Natural Philosophy), which is widely considered to be the most influential physics book ever written. Most importantly, Newton helped shift the dominant scientific approach at the time from qualitative inquisition to quantitative analysis.

Newton has become a household name most commonly associated with the “apple myth.” As the story goes, he was inspired to explore gravity by noticing the direction a falling apple took after it hit his head. While the details of this story are contested, Newton’s foundational contributions to the fields of mathematics, astrology, physics, and optics are not. Understanding their influence and Newton’s role in transforming the nature of scientific inquiry is essential to grasping the backstory of science today.

The best and safest way of philosophising seems to be, first to enquire diligently into the properties of things, and to establish those properties by experiences [experiments] and then to proceed slowly to hypotheses for the explanation of them. For hypotheses should be employed only in explaining the properties of things, but not assumed in determining them; unless so far as they may furnish experiments.


– Isaac Newton in a letter to Gaston Pardies, a French Jesuit

About the Authors

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Dan Pilat

Dan is a Co-Founder and Managing Director at The Decision Lab. He is a bestselling author of Intention - a book he wrote with Wiley on the mindful application of behavioral science in organizations. Dan has a background in organizational decision making, with a BComm in Decision & Information Systems from McGill University. He has worked on enterprise-level behavioral architecture at TD Securities and BMO Capital Markets, where he advised management on the implementation of systems processing billions of dollars per week. Driven by an appetite for the latest in technology, Dan created a course on business intelligence and lectured at McGill University, and has applied behavioral science to topics such as augmented and virtual reality.

A smiling man stands in an office, wearing a dark blazer and black shirt, with plants and glass-walled rooms in the background.

Dr. Sekoul Krastev

Sekoul is a Co-Founder and Managing Director at The Decision Lab. He is a bestselling author of Intention - a book he wrote with Wiley on the mindful application of behavioral science in organizations. A decision scientist with a PhD in Decision Neuroscience from McGill University, Sekoul's work has been featured in peer-reviewed journals and has been presented at conferences around the world. Sekoul previously advised management on innovation and engagement strategy at The Boston Consulting Group as well as on online media strategy at Google. He has a deep interest in the applications of behavioral science to new technology and has published on these topics in places such as the Huffington Post and Strategy & Business.

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I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

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BEHAVIORAL SCIENTIST

GLOBAL COFFEEHOUSE CHAIN PROJECT

OUR CLIENT SUCCESS

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Annual Revenue Increase

By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.

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Increase in Monthly Users

By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.

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Reduction In Design Time

By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.

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Reduction in Client Drop-Off

By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%

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