during the late 1940s, woodward synthesized many complex natural products including quinine, cholesterol, cortisone, strychnine, lysergic acid, reserpine, chlorophyll, cephalosporin, and colchicine. with these, woodward opened up a new era of synthesis, sometimes called the 'woodwardian era'. he showed that natural products could be synthesized by careful applications of the principles of physical organic chemistry, and by very careful planning.