b'14|RODOLFO E. SUBIETAon this new understanding, Newton postulated principles that explained and governed the mo-tion of planets around stars and formulated equa-tions to predict their trajectories.Later, other scientists refined Newtons work. One of them, Albert Einstein, expanded our un-derstanding of gravity as an effect of the distor-tionofthecurvatureofspace-timesortofa dent on the fabric of the universecaused by a body. Einstein, in turn, formulated principles that quantified and predicted the motions of all bodies in the universe, the big and the infinitesi-mal, and the behavior of light.1 And even though unanswered questions regarding gravity still re-main, our evolving understanding of this natural lawhaveproducedextremelyusefultechnolo-giesthatgaverisetoairplanes,satellites,and space travel. Yet this is the same law that can still cause a person to fall from a third-floor balcony and crash into the pavement below.Ontheotherhand,theevolutionofprin-ciples in the field of social sciences, which in-cludestheartandscienceofselling,followed a somewhat less quantifiable path. In this field, humanspassedalongmuchoftheknowledge ontransactionalhumaninteractionsinthe form of proverbs. You reap what you sow is a'