Lever resistance (or load). It is common to call the input force "the effort" and the output force "the load" or "the resistance." This allows the identification of three classes of levers by the relative locations of the fulcrum, the resistance and the effort: These cases are described by the mnemonic "fre 123" where the fulcrum is in the middle for the 1st class lever, the "r"esistance is in the middle for the 2nd class lever, and the effort is in the middle for the 3rd class lever. The lever is a movable bar that pivots on a fulcrum attached to
William Lever, 1st Viscount Leverhulme about advertising, "I know half my advertising isn't working, I just don't know which half." William Lever, 1st Viscount Leverhulme William Hesketh Lever, 1st Viscount Leverhulme (; 19 September 1851 – 7 May 1925) was an English industrialist, philanthropist, and politician. Having been educated at a small private school until the age of nine, then at church schools until he was fifteen; a somewhat privileged education for that time, he started work at his father's wholesale grocery business in Bolton. Following an apprenticeship and a series of appointments in the family business, which he successfully expanded, he began manufacturing Sunlight