Developing an Influential Impact for the Generation of Interest

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When communicating, selling an idea, a product or a service, the generation of interest is a core aspect in which an initial unilateral action needs to become an influential adaptive process to be successful. Developing an influential impact is the driver for the generation of interest. There is no possibility of generating any interest in an idea, product or service if there is no influential impact to make it possible. Understanding the root drivers of an influential impact can help design the architecture of communication strategies and design the way to test such strategies in action.

The research on the nature of influential impacts in communication processes that was led by Peter Belohlavek at The Unicist Research Institute shows that there are three essential root causes that define the success or failure of a process. They define the necessary threshold that needs to be achieved to generate a critical mass in the process of influence and generation of impact. These root drivers are: the expectation of a need satisfaction, the creation of an ambiguous influential message that works as a catalyst in the communication process and the existence of a gravitational influence that works in a subliminal way to sustain such impact.

Every process of building an influential impact starts with contrasting the expectation of need satisfaction of the receiver with a specific proposal. If there is a consistent promise to the unsolved, the proposal falls into fertile soil, generating a high influential impact. This expectation is related to unsolved problems to which the message can turn out to be complementary. What is the expectation to satisfy which need? How does an idea/product/service solve the problems implicit in these needs? The relation between needs, fears and weaknesses is a taboo. On the surface, we all speak about their effects, but it is not legitimate to talk about them. So, how to develop a successful communication in this context?

To generate an influential impact, without overexposing what is behind the needs, ambiguous language needs to be used. This ambiguity in the message is what allows the prospect to discover the functionality of the proposal. Ambiguity works as a catalyst to accelerate the influential process. Paradoxically, avoiding the use of ambiguous language for the opening of a communication process, inhibits the building of a bridge between the emitter and the receiver.

On the other hand, the research shows that in the building of an influential impact, the use of a gravitational influence is what sustains the validity of the propositions. “A typical object that works as a gravitational object is the brand. Brands as gravitational objects work when their attributes sustain the critical mass of the value propositions. This means that the brand needs to have attributes that make the value proposition be perceived as extremely aesthetic, having an extreme influence as a leader and an extreme credibility.”

Among many other applications, the research on the building of an influential impact stimulus opened new doors for the understanding of how the root causes of buying process influence the different segments of buyers and users of products and services. In this field, the use of segmentation and pilot testing technologies became an essential tool to process the feedback to learn how to improve the effectiveness of segmented communication processes.

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Root Cause Management applied to Marketing

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It has to be considered that any value proposition made to a person is recognized by the Conceptual Short-Term Memory (CSTM) that uses the concepts stored in the Long-Term Memory (LTM). Therefore, the marketing actions that are based on conceptual segmentation increase notoriously their effectiveness.

The unicist marketing technologies have been developed at The Unicist Research Institute to manage the root causes of buying processes. Unicist Conceptual Marketing is an approach based on the use of business objects and the unicist segmentation.

Buying decisions are driven by the concepts individuals have. That is why buying decision are driven by the instantaneous actions of the Conceptual Short-Term Memory that use the information stored as a concept in the long-term memory. The unicist approach to marketing includes:

Unicist Marketing Strategy: to define the short-term and long-term segmented strategies, both maximal strategies to grow and minimum strategies to sustain the customer base.

Unicist Root Causes of Buying Processes: to define the root drivers of buying processes including the conceptual and the functional and psychological drivers.

Maximal & Minimum Marketing Actions: to define the actions and their synchronicity that need to be developed in order to have a critical mass in buying decisions.

Unicist Conceptual Design Groups: to define the concepts that drive the actions of the different segments of the market and define the segmented proposals and actions to be developed.

Unicist Press Committee

NOTE: The Unicist Research Institute (TURI) has been, since 1976, the pioneer in the research of complexity where the roots of evolution and the structure of concepts were discovered. In the business world, TURI developed a Solution Bank based on the structures of concepts, which define the nature of business functions that allow managing the root causes of problems and the root drivers of solutions.
https://www.unicist.org/turi.pdf

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Mindsets in the B2B Marketing of Management Technologies

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A mindset is a pre-concept that establishes a decision framework that avoids personal risks. Mindsets are built upon actual successful experiences that are stored in the long-term memory of individuals. There are specific mindsets that deal with business problem solving and social mindsets that establish the framework of personal interaction.

Mindsets in Management

The mindsets in management are defined by the fundamentals that drive management decisions.  Decision makers are:

  • Solution driven
  • Problem solving driven
  • Technology driven
  • Power driven

Expansive management is driven by complex problem solving and the necessary systems to build the expansion. Contractive management is driven by simple problem solving and the use of tools to simplify the work.

B2B Marketing of Management Technologies

The mindsets provide the framework that allows triggering the automatic responses of the Conceptual Short-Term Memory in buying processes. These mindsets trigger functional decisions when the external environment remains unchanged. They are dysfunctional in changing environments.

The structure of business management defines the different mindsets that are needed to manage the B2B marketing of business solutions. The understanding of the basic functionality of the mindset is needed to know where the solutions fit it:

  • Operational Mindset – Is necessary to deal with functional operations.
  • Technical Mindset – Is necessary to deal with hard technologies.
  • Systemic (Cause-Effect) Mindset – Is necessary to organize processes.
  • Root-Cause Mindset – Is necessary to improve processes and develop strategies.

B2B marketing requires considering the mindset of the sponsors, users, gatekeepers and the decision makers to make adequate proposals. The institutional brand attributes need to fit into the social mindset of the potential buyers while the product brand attributes have to be consistent with the specific mindsets.

These mindsets define the restricted context of the B2B segmentation to be used.  The marketing process of management solutions is catalyzed by the institutional and product brands and is inhibited when the mindsets are disregarded.

Diana Belohlavek

NOTE: The Unicist Research Institute (TURI) has been, since 1976, the pioneer in the research of complexity where the roots of evolution and the structure of concepts were discovered. In the business world, TURI developed a Solution Bank based on the structures of concepts, which define the nature of business functions that allow managing the root-causes of problems and the root-drivers of solutions. https://www.unicist.org/turi.pdf

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Unicist Product/Service Demonstrations

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Unicist Marketing Demonstration processes are the way to install a new idea in the mind of a potential client. They are an application of the use of semantic objects, which sustain the demonstration process avoiding the need of facing conflicts produced by the introduction of new knowledge.

Their purpose is to allow the participants to have a pleasant experience in a controlled environment where they feel safe. These conditions are necessary to ensure an environment of personal involvement, which drives the experiencing process of the participants.

Maximal Strategy

The maximal strategy actions are given by proposing things that satisfy needs without becoming a competitor with the potential clients. These proposals have to include all the necessary attributes to be extremely desirable to have.

To work as a demonstration, it is also necessary that the proposal be perceived as essentially harmonic with the environment. It might be new, it might be a breakthrough but it has to fit within the “rules” of the environment. This allows using semantic objects to avoid conflicts during the demonstration.

Conflict Management Objects

These objects are used to approach the episodic memory of individuals. They need to be based on a mind opening figurative communication and include a message that has to be based on objective information.

Complementation Building Objects

These objects are used to approach the long-term memory of individuals in its oneness. It is a structural approach that needs to include the different aspects individual consider when making a decision.

Minimum Strategy

In the development of a demonstration process, the minimum strategy is based on the credibility of the proposal, which means that it needs to make things possible that were not possible before. But in order for the demonstration process to work, the promise of making things possible that were not possible before needs to be considered within the possible expectations. The promise needs to be part of an existing trend in the field of application in order to have credibility.

Any demonstration requires the existence of an influential authoritative context that can be built using semantic objects. The use of these objects within the demonstration process avoids conflicts.

Informative objects

These objects are used to approach the semantic memory of individuals. They need to include a message based on news that people are expecting and their figurative language needs to be sustained by graspable analogies.

Value Adding objects

These objects are used to approach the procedural memory of individuals. They need to include a message based on a meaningful interpretation of the reality an individual is facing and their figurative language needs to be sustained by meaningful metaphors.

Conclusion

A demonstration process ends when a potential client envisions the benefits of the value proposition and has the intention to buy or become a user.

It has to be considered that to achieve this goal, the approach to potential clients requires a previous segmentation avoiding the presentation to people who obtain no benefit from the proposal.

If a demonstration is made for people who do not benefit from the proposal, the process degrades into a conflict.

On the other hand, when the functional semantic objects are used responding to the segments that will benefit from the proposal, the demonstration process will end up in installing a new idea in the mind of a potential client.

* Semantic objects are linguistics communications, in written or verbal format, that have the power to install meaningful knowledge in the long-term memory of an individual.

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm. https://www.unicist.net/marketing/wp-content/uploads/2017/05/turi.pdf

 

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The Universal Segmentation of Human Behavior

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The unicist approach to human behavior and communication is based on the fact that human actions are driven by the concepts they have. Therefore, any time an influential communication is posed, the “Conceptual Short-Term Memory” (CSTM) becomes activated to apprehend the “gist” of the message.

This apprehension is based on an instantaneous projection of the pre-concept individuals have in their long-term memory (LTM). Thus, individuals begin to access the message that is finally transformed into functional knowledge if the “gist” can be structured.

The knowledge of the fact that concepts work as behavioral objects, allowed defining a universal segmentation model of human behavior. The Unicist Semiotic Research Methodology was developed to define the perception of communications in order to be able to segment accurately.

Behind any communication there is a “Hard” need that establishes the wide context, a Life-style that establishes the restricted context and a Behavioral Segmentation that is integrated by a conceptual, a functional and a psychological segmentation to define the target of a communication.

Learn more: https://www.unicist.net/marketing/unicist-segmentation

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm. https://www.unicist.net/marketing/wp-content/uploads/2017/05/turi-1.pdf

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Subjectivism: the Innovation Killer

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Subjectivism is the anti-concept of adaptive behavior that destroys the possibility of dealing with adaptive environments.  That is why subjectivism is a functional behavior in authoritarian and anarchic environments where it provides an over-adaptive participation that mitigates the perception of authoritarianism and individualism.

Its driver is the justification of the unfulfilled goals that generates a parallel reality where the environment is responsible for the dysfunctional actions that produce the unfulfillment of the goals that were established. These justifications are sustained by the use of fallacious myths and the establishment of dysfunctional utopias.

The social fallacious myths that sustain social subjectivism are those that question the roles of authoritative leaders and those that allow “buying time” to avoid responsibilities. The guilt avoidance actions are sustained by the use of dysfunctional utopias that avoid the discussion of the functional aspects of a given reality.

Once installed, it destroys any possibility for adaptive behavior and generates internal power conflicts and annulment conflicts that hinder functional actions.

Unicist Press Committee

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm. https://www.unicist.net/marketing/wp-content/uploads/2017/05/turi-2.pdf

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Unicist Marketing: A Double Dialectical Approach

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The unicist marketing approach is based on the fact that human actions are driven by the concepts people have. This implies that if the functional concepts individuals have are known, then their behavior can be predicted and influenced with a high level of accuracy.

Unicist Behavioral Marketing, also named Unicist Object Driven Marketing, is an application of the discovery of the structure of concepts that emulates the intelligence that underlies nature and defines the “nature” of things.

In the B2C market, the unicist approach is based on knowing the hard segments and the concepts that underlie the functionality of products/services and the potential buyers´ behavior. In the B2B market this approach is based on knowing the concepts of the business aspects that define the operational archetype of companies.

The application of Unicist Marketing is based on the use of maximal and minimum strategy actions to ensure the influence on buying decisions. These maximal and minimum strategy actions are applied in advertising, relationship building, promotions and sales closing processes. The unicist logical tools provide a framework to define these actions and monitor their functionality.

Unicist Press Committee

NOTE: The Unicist Research Institute has been, since 1976, the pioneer in using a unicist ontological approach to deal with complexity. It introduced a paradigm shift in sciences emulating the triadic intelligence of nature, integrating complexity sciences with systemic sciences. This research allowed developing unicist technologies to manage the complex aspects in the social, business and individual fields. https://www.unicist.net/marketing/wp-content/uploads/2017/02/turi-1.pdf

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Internet B2B Marketing – Unicist Advertising

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Unicist advertising is based on double dialectical communications that integrate the objective of stimulating the need of a solution that is being proposed with the confirmation that the credibility is ensured.

This type of advertising requires the existence of differentiated value propositions that propose new solutions, which may imply structural or functional differentiations or innovations.

This approach is basically simple when using Internet advertising because it enables giving simultaneous double messages that awaken the interest of potential buyers using segmented media and one to one communication as vehicles.

On the one hand, it is necessary to stimulate the perception of the aesthetics of the proposal that requires that the solution becomes perceived as necessary, desirable and essentially harmonic. On the other hand, the credibility of the solutions has to be made tangible.

These processes have to happen in an ambiguous environment in order to allow the prospects to project their needs on the communication that is being published.

This needs to occur within the context of image driven marketing, which uses the attributes of the products and of the institution to catalyze buying processes.

The double dialectical communication requires managing the conceptual segmentation of the market. It requires using semantic objects to install the knowledge on the differentiations or innovations and commercial objects to influence the buying processes.
http://www.unicist.org/scientific-collaboration/#Marketing

This technology is necessary to build virtual marketplaces in B2B markets. A variation of this approach is also used in B2C markets.

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.
https://www.unicist.net/marketing/wp-content/uploads/2016/10/turi.pdf

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The Magic of Bestsellers

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BestsellersBestsellers are such because they use pastime language and allow readers to project all the bad feelings on the book.

The unicist standard for future research allows making inferences from particular facts to universal conclusions based on the homology of their fundamentals.

The nature of bestsellers is that they respond to the needs of a culture including those who appear to have anti-establishment views. Anti-establishment bestsellers in fact just expose the implicit weaknesses of the strengths of a society.

Cultures that naturally follow bestsellers are comfortable in their conservatism. That is why bestsellers are attacked by anti-establishment intellectuals.

The influence of bestsellers is a hard indicator of the level of conservatism of a culture when developing country scenarios. The need to project the bad feelings and introject the good is the natural need of a conservative person.

Peter Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.
https://www.unicist.net/marketing/wp-content/uploads/2016/10/turi-1.pdf

 

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Think Tanks for Innovation Management

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We invite our partners and associates to participate in the Think Tanks that deal with the installation of “Unicist Technologies” in small, midsize and large companies. There is a New Standard that has been established to manage the introduction of new technologies that has been developed in applications that began in 1981 and that have just been finished. After having read this information you will become aware that we invite to participate those associates who consider our technology as a “non-redundant” added value for their activities. This is a high-value business. 

To install new technologies, the innovation management process requires integrating the natural competition with the "old" technologies and the use of "oursoucing" as a catalyst.

To install new technologies, the innovation management process requires integrating the natural competition with the “old” technologies and the use of “oursoucing” as a catalyst.

The development of a philanthropic activity in Texas (US) allowed synthesizing a new “Innovation Management” strategy. It has to be considered that an innovation is such when it cannot be managed with the existing “mindset” and requires a change of habits.

This research included, among others, the applications at American Express, ING, ABB, BASF, Massey Ferguson, Shell, La Caja, Renault, Diners Club, IBM and TWG.

Competition

This strategy is based on accepting the natural competition between the existing technologies and the new technologies. This competition might have two different concepts: It might be a supplementary competition that implies an opposition of the organization or it can be a complementary competition that is based on the acceptance of a new additional value.

The “supplementation based competition” inhibits any innovation while the complementary competition works as a “gravitational force” to introduce innovations. This gravitational force provides a stable context for the implementation of innovations and sustains the need for them.

Killing Innovations

“Supplementation based competition” is such when there are “ego conflicts” between the new technology and the leaders of the organization. This is frequent in small organizations, which are naturally reluctant to innovations. This type of competition is based on considering the new technology as redundant with the existing technology.

BIG CHANGES: Unicist Change StrategyComplementary competition, on the other hand, requires using an outsourcing process of innovations. This implies the outsourcing of the coordination of the process, including the client in such process. This allows introducing the concept of the innovation in order to introduce the necessary “mindset” in the organization. It does not include the outsourcing of the operation, which is done by the members of the organization.

Outsourcing Processes as Catalysts

This outsourcing process works as a catalyst to introduce the innovation, which takes advantage of the natural complementary competition and transforms it into the main force to induce the changes.

Using the outsourcing of services as a catalyst is the most effective way to introduce innovations. But this role has to be formalized in a contract that needs to have an expiration date to ensure that the outsourcing service is not a business in itself.

When the outsourcing process is not formalized, the complementary competition evolves towards a “Competition based on Supplementation” and the change is neutralized. These outsourcing services need to be managed by Think Tanks integrated by members of the Unicist Group and members of the client.

The conclusion of this research work is the end of the research cycle 2015-2016.

It includes:
www.unicist.net/partner-news/148-new-researches-have-been-concluded-since-february-2015

www.unicist.org/conceptual-thinking/human-mindset

This is the “change management” strategy that has been formally adopted as a standard by the Unicist Group and its members. It is the application of the paradigm shift in sciences in the field of “change management”. It makes change management be manageable.

Executive Committee

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