Monthly Archives: October 2017

Developing an Influential Impact for the Generation of Interest

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.


Root Cause Management applied to Marketing

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.