In their search for leverage,
marketers may discover that the first marketer may
in fact have been Archimedes. Remembered for his
many inventions and solutions to mathematical
problems - such as how to measure the exact volume
of an irregularly shaped object - he deserves equal
recognition for insight into the concept of
leverage. We believe that marketers who truly
understand and exploit it can truly "move the
world."

Archimedes of Syracuse (

Archimedes is generally considered to be the greatest

Archimedes died during the

Unlike his inventions, the mathematical writings of Archimedes were little known in antiquity. Mathematicians from

Archimedes of Syracuse (

__Greek__:__Ἀρχιμήδης__;*c.*287 BC –*c.*212 BC) was a__Greek mathematician__,__physicist__,__engineer__,__inventor__, and__astronomer__. Although few details of his life are known, he is regarded as one of the leading__scientists__in__classical antiquity__. Among his advances in__physics__are the foundations of__hydrostatics__,__statics__and the explanation of the principle of the__lever__. He is credited with designing innovative__machines__, including siege engines and the__screw pump__that bears his name. Modern experiments have tested claims that Archimedes designed machines capable of lifting attacking ships out of the water and setting ships on fire using an array of mirrors.[__1__]Archimedes is generally considered to be the greatest

__mathematician__of antiquity and one of the greatest of all time.[__2__][__3__] He used the__method of exhaustion__to calculate the__area__under the arc of a__parabola__with the__summation of an infinite series__, and gave a remarkably accurate approximation of__pi__.[__4__] He also defined the__spiral__bearing his name, formulas for the__volumes__of__surfaces of revolution__and an ingenious system for expressing very large numbers.Archimedes died during the

__Siege of Syracuse__when he was killed by a__Roman__soldier despite orders that he should not be harmed.__Cicero__describes visiting the tomb of Archimedes, which was surmounted by a__sphere____inscribed__within a__cylinder__. Archimedes had proven that the sphere has two thirds of the volume and surface area of the cylinder (including the bases of the latter), and regarded this as the greatest of his mathematical achievements.Unlike his inventions, the mathematical writings of Archimedes were little known in antiquity. Mathematicians from

__Alexandria__read and quoted him, but the first comprehensive compilation was not made until*c.*530 AD by__Isidore of Miletus__, while commentaries on the works of Archimedes written by__Eutocius__in the sixth century AD opened them to wider readership for the first time. The relatively few copies of Archimedes' written work that survived through the__Middle Ages__were an influential source of ideas for scientists during the__Renaissance__,[__5__] while the discovery in 1906 of previously unknown works by Archimedes in the__Archimedes Palimpsest__has provided new insights into how he obtained mathematical results.[__6__]