Monthly Archives: July 2015

The Marketing Model of the Unicist Confederation

The Unicist Confederation is a multilocal-cooperative confederation that organizes the business arm of The Unicist Research Institute. The positioning of the Unicist Confederation is based on the use of objects, that emulate the organization of nature, and includes the three objects that integrate a system to sustain the introduction of unicist technologies in companies:

Marketing Model of the Unicist Cofederation1. Driving objects
2. Inhibiting objects
3. Entropy inhibitors

It has to be clarified that we consider each company is a market itself.

This information is public because we are interested in expanding the approach of emulating nature in the field of business worldwide. None of the information included in this document is confidential.

The Commercial System

1) The driving objects are given by the value propositions that are developed for a specific client. Their accuracy, functionality and the adequate timing define the success of our commercial action. They work as Commercial Objects.

To define a value proposition it is necessary to have sound knowledge of the market and the environment where this proposition has to work. Value propositions need to be written in business language.

2) The inhibiting objects help to ensure the functionality of our actions. They are defined in our Code of Ethics that establishes the framework of actions.

3) The quality assurance system inhibits the entropy to ensure the minimum strategy that sustains the effectiveness of the value propositions.

The Core of Success

The core of the success of innovative propositions is to have catalysts that accelerate buying decisions and gravitational objects that sustain the foundations of the value propositions.

About the Catalysts – Semantic Objects

The commercial/professional catalysts are accelerators that need to be able to increase the influence of the value propositions and have the necessary synchronicity to satisfy the needs of the clients.

The accelerator for the buying decisions of our clients is given by the conceptual framework of the solutions. The use of catalysts requires using ambiguous language in order to open a discussion space with the clients.

The catalysts of our business can be found at:

These catalysts can be used with professionalized organizations that manage the concepts of what they are doing and can go beyond the operational aspects. Our catalysts work just by reading their “prefaces”.

About the Gravitational Objects

Innovations need to be sustained by a gravitational force that gives them meaning. They are utopias or meaningless ideas if they do not have a gravitational force that sustains them. They need to work using subliminal communication.

The gravitational force that sustains our value propositions is given by the Paradigm Shift in Sciences that is introduced by the The Unicist Research Institute.


The value propositions are the drivers of the actions of the Unicist Confederation, the restricted context is positioned by the use of the available catalysts and the wide context is established by the paradigm shift in sciences.

In our commercial actions it is necessary to begin by establishing the gravitational force, which provides an authoritative environment. Then it is necessary to use the available catalysts before making concrete business propositions.

These value propositions are marketed using a model based on the use of the attributes of the image.

This requires that all the members of the Unicist Confederation need to have the knowledge of what the paradigm shift in science is, and be able to explain this shift in plain language.

Unicist Executive 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.


For Entrepreneurs: Empty Words Destroy Credibility

The reseach on the Unicist Ontology of Words showed how empty words drive pastime activities and how ambiguous words drive adaptive work in business. When a business uses mottos like “World leaders in their specialty” or “The power of our organization and the credibility of our people”, there are two possibilities:

  • They are ambiguous words to allow people to make their own interpretation
  • They are empty words because there is no content to sustain the motto

If they are ambiguous words, the motto can be proved and explained in few words using plain language.

On the other hand, if they are empty words, they pretend to drive the reader towards a fallacious conclusion. In plain language: empty words are lies.

The Unicist Ontology of Words’ Functionality (*)

Unicist Ontology of WordsInterpersonal written or spoken language requires the use of words which, according to their meaning, define the functionality of communication.

This description explains the functionality implicit in the use of words. The results of this research help individuals to diagnose reality based on the facts implicit in what is said.

Conceptually, based on their meaning, there are four different “types” of words:

  • Empty words: are those words that have no rational meaning in the context they are being used. They have multiple non structured meanings with no shareable purpose. Adjectives with no adverbial function are empty words.
  • Hollow words: are those words that are able to integrate in a unique sense the meanings given to them by emitters and receivers. In these words there is an implicit tacit purpose underlying.
  • Full words: are the words with a unique irrefutable meaning for those involved in a communication process. They are the solid container where hollow words fit in.
  • Ambiguous words: are the words having two different excluding meanings. One of the meanings is functional to the communication process and the other is dysfunctional.

(*) Excerpt from the book Unicist Standard Language by Peter Belohlavek.

The paradox is that non-institutionalized businesses need to build credibility based on their actions but instead tend to use empty words to position their activity. In plain language: bragging is part of their habits in marketing.

This destroys their internal and external credibility and drives them towards marginal markets that require a low cost – low value strategy. In these markets bragging is part of the rules of the game.

The use of empty words in marketing needs to be avoided. Empty words are necessary to develop the rituals to establish personal relationships and are part of the social small-talk. But their use when developing commercial messages destroys the credibility of the business. The first action to be done, when a new motto begins to be used, is to confirm and upgrade the content that sustains the motto. “Under-promise and over-deliver” is the core of credibility.

Diana Belohlavek

NOTE: The Unicist Research Institute has been the pioneer in using a logical approach to deal with complexity since 1976 and is nowadays the world leader in its segment. It has an academic arm and a business arm: