Unicist Countercyclical Strategies

A Unicist Functionalist Approach

A Unicist Functionalist Approach

A Unicist Functionalist Approach

Unicist B2B Countercyclical Strategies

By Expanding Segments & Channels

By Expanding Segments & Channels

By Expanding Segments & Channels


Unicist Countercyclical Strategies

A Unicist Evolutionary Approach

The COVID-19 crisis is and will be fostering several structural changes in the environment, that will adopt multiple shapes according to the archetype of each culture.

Basic social effects of COVID-19:

Building Counter-cycles in Businesses

The Unicist Logic, developed at The Unicist Research Institute, allowed defining the structure and functionality of countercyclical strategies to apply to:

The unicist logic emulates the intelligence that underlies nature and allows managing the functionality, dynamics and evolution of adaptive systems and environments.

This logic sustains the unicist evolutionary approach and allows developing maximal strategies to grow and minimum strategies to ensure results, designing the necessary business objects, catalyzing objects and actions to ensure the functionality of the new stage.

Structural crises are turning points that introduce structural changes in the environment. The change of customs and habits they introduce might be operational or structural.

Counter-cycle building requires understanding the roots causes and the limit causes of the crisis to define the possibilities that are being opened.

Counter-cycle building also requires being able to forecast the evolution of the environment one is dealing with.

Breakthrough innovations are those that change the customs and habits in an environment.

They imply the introduction of a new paradigm that establishes a new stage in a specific field.

In this case, the development of countercyclical strategies requires being based on the latent needs of the environment.

These counter-cycles need to become the drivers towards a superior level of functionality in the environment.

Expert Systems to manage Counter-cycles

The Expert Systems were developed at The Unicist Research Institute to develop solutions in the field of adaptive business processes that are feedback dependent.

They provide solutions in the field of action that need to be adapted to the specific conjuncture of the processes involved.

They are updated using the Unicist Artificial Intelligence to expand the knowledge based on the experiences of the system.

The Unicist Artificial Intelligence implies the integration of data-based AI and fundamentals-based AI.

The unicist expert systems solve specific problems by managing the root causes of the business functions and develop catalysts to accelerate processes. They are the expert tools of the expert systems driven laboratories that are installed in companies. Learn more

Participative projects with
In-company Strategic Analysts

Virtual activities require a different way of managing strategies, processes and tasks. This is a new stage of work process organization in the world that needs to be learned.

All innovative projects need to have a coordinator, a fallacy-shooter and an ombudsman/woman to ensure their functionality.

The introduction of unicist technologies is sustained by an innovation management model that is based on outsourcing the innovations until they become natural for the members of an organization.

It is recommended that a unicist strategic analyst of the client participates as ombudsman/woman to ensure that the organization experiences the process to acquire the functional knowledge of the solutions developed. Learn more


Value Generation

All the value propositions of the Unicist Confederation are based on the generation of positive cash-flow for the users. 

Countercyclical strategies are focused on generating growth based on introducing complementary innovations that allow integrating with the coming trends.

Counter cycles need to be segmented in order to have a high level of influence in the environment. 

Building the Future Scenario to Define the Possibilities

The future and past are not symmetric. The knowledge of the scenario that can be expected in the future is basic to develop a counter-cycle. This scenario has to be accurate because it defines the context of the business that is being built.

This scenario has to include the trends that sustain the business, the information of the restricted context that allows catalyzing it, and the specific scenario that includes the information of the evolution of the market and of the competitors.

The building of future scenarios is based on the fact that the structure of the unicist ontology of a specific environment needs to be found in the past and that the facts of the present are used to infer the future.

The introduction of Conceptual Segmentation, Marketing Objects and Catalysts

The discovery that the concepts people have stored in their long-term memory drive their actions.

This allowed developing a conceptual segmentation model that permits finding the buying arguments and developing the complementary selling arguments to drive buying decisions.

Concepts define the root causes of buying processes and also drove to the development of marketing objects and catalyzing objects to drive buying decisions using binary actions.

Conceptual segmentation gives access to the buying argument of potential clients and allows defining clusters that increase notoriously marketing effectiveness. The use of marketing objects and catalysts allows building an empty space in the market and ensuring the functionality of binary actions to influence buying decisions.

Unicist Market Labs to Sustain Growth

The researches made at The Unicist Research Institute demonstrated that the success of sustainable marketing fully depends on the use of catalyzing objects. 100% of the successful marketing actions were and/or are sustained by these catalysts.

The pilot test driven market lab is a solution factory that builds commercial and catalyzing objects for the B2B and B2C markets. It was designed to manage the buying arguments of potential buyers’ segments to build objects to accelerate the speed of sustainable market growth.

The Market Labs manage the root causes of marketing processes to accelerate buying decisions by emulating markets and developing marketing objects and catalysts.

Marketing Strategy using Marketing Objects & Catalysts

The use of business objects increases the productivity of business processes and ensures the quality of results.

Some of the companies that use objects in their organization are: Airbus, Amazon, Apple, BBC, Boeing, Dassault Systemes, Dupont, Ericsson, Facebook, General Electric, Google, Hilton, Honda, Hyundai, LinkedIn, Lufthansa, Mapfre, Mayo Clinic, Michelin, Novartis, Open Text, P&G, Pfizer, SAP, Siemens, Tata Motors, Toyota, Unilever, Walmart, Walt Disney World and Youtube.

Counter-cycles require Innovation Marketing

Innovation marketing requires satisfying latent needs, introduce a necessary “ideological” change and having a critical mass to ensure that the satisfaction of the latent needs can be accepted.

There are two kinds of latent needs, those that are intrinsically generated and those that are generated by the environment.

Introducing innovation is the most subtle way of marketing because it is an extreme case of supply driven strategies. It requires generating an inexistent market.

A critical mass is needed to introduce innovation. It requires to be extremely aesthetic, which means that the innovative proposal fully completes the needs of a segment. That is why innovation marketing necessarily begins with a niche strategy to introduce the innovation.

Virtual Marketing using Binary Marketing Objects

The objective of unicist virtual marketing is the generation of prospects. It is based on the building of empty spaces in the market and the installation of the value propositions as first-choice options. This technology was developed to be applied to differentiated or innovative value propositions.

It requires generating the expectancy of solutions that satisfy existing needs and latent needs based on building an environment of trust and credibility. The types of products involved define the use of different types of marketing models: Innovation marketing, First choice marketing, Image driven marketing, Demonstration driven marketing, among others.

Unicist Virtual B2B Marketing uses binary objetcs. It is based on the possibilities opened by the 4th industrial revolution and on the authoritative role of the provider. It uses segmented commercial, semantic, semiotic, branding and catalyzing objects that depend on the product/service, the market and the type of business.

Using Object driven Processes to Ensure Functionality

The introduction of counter-cycles in structural crises, generated by innovations or by extrinsic causes of the environment, requires introducing organizational counter-cycles.

This requires in all the cases empowering:

Organizational counter-cycles are based on the conceptual management technologies and the experience of more than 20 years of global decentralized research, educational and business work that has been developed at The Unicist Research Institute.

Using Ambiguous and Subliminal Design to Influence

The use of semiotic groups allows defining the functionality of the ambiguous and subliminal aspects of a design.

Catalysts only work when they are designed using ambiguous language. The ambiguity is what allows recipients to select the message they need to “hear”.

On the other hand, gravitational objects can only work when their perception is subliminal and simultaneously ethical. Recipients need to perceive that their freedom and security are both simultaneously enhanced.

The use of the subliminal communication of gravitational objects requires working in an ethical environment and the ambiguous communication of catalysts has to work in a value adding environment.

Unicist Conceptual Market Research

The concepts people have in their minds drive their actions. Therefore, the concepts potential buyers have in their minds drive their buying decisions.

Unicist Semiotic Groups are a way to access the concepts people have and evaluate the functionality of marketing objects and communications of any kind.

They allow managing the denotations and connotations of marketing and selling processes to ensure the generation of results.

These groups work on the cloud and allow accessing the root drivers of human behavior. 

Specifically, semiotic groups deal with the research of concepts, value propositions, buying arguments, selling arguments, marketing objects, marketing catalysts and virtual objects and with the functionality of websites, documents, proposals, advertising and any other virtual communication where people are being influenced.

Unicist Pilot Testing

Pilot tests provide the feedback from the market and are the core learning input to improve processes.

Unicist pilot tests are based on the testing of the processes, the results of unicist actions and the validity of the concepts that underlie the solutions.

The pilot testing processes are used to:

Pilot tests drive the design, building and implementation of marketing solutions. These pilot tests are based on developing semiotic groups and real applications in the market and measuring the results. They test the limits of the functionality of functional knowledge, which allows validating the segmented solutions that were developed.

The Unicist Research Institute

The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution. TURI has a business arm, an academic arm and a social arm. www.unicist.org

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