Why are the beams supporting this bridge narrower between the yellow arrows and wider between the red arrows?
The beams between the red arrows are wider because that section of the bridge crosses a wider span between the supporting collumns.
Civil engineers know that as the span increases, the bridge must support more of its own weight along with the weight of the traffic. As a result, the bridge must be stronger and that requires increasing the size of the supporting beams.
Not only do engineers know the beams must be larger, they know precisely how much larger those beams must be to support a specific load. They have to. They cannot cross their fingers and wait for the first truck to drive across the bridge before learning whether its design was sufficient. They must know that information in advance. People's lives are at stake.
By understanding the variables involved; things like the characteristics of various materials, the weight of expected traffic,the laws of physics and the mathematical formulas that explain them, engineers can accurately model a bridge and its behavior before they build it.
Too often I see marketing people who try to achieve greater results using a previous tactic. But that's like an engineer trying to support a greater load over a wider span with the the same narrow beams. Why would you expect it to work?
This is why I believe marketers need to think more like engineers. By keeping records of previous tactics and the results they produced, a marketer can begin to understand the forces involved and more accurately predict how to revise a campaign's design to achieve the targeted results.
Spread the fire. GS