Peter Belohlavek


The Next Stage in Marketing: Unicist Customer Profiles

The unicist logical approach to marketing allowed developing a profiling technology that allows beginning with the hard characteristics of a segment, integrating the functional, psychological, conceptual and lifestyle segmentations to define the customer profile that allows dealing with a segment based on predictors and observable characteristics.

Unicist Market SegmentationThe Unicist Object Driven Marketing Technology for B2C requires the definition of the different segments that integrate a market. It has to be considered that each segment needs to be managed as an “independent” universe in terms or marketing, although it is interdependent with other segments.

This implies:

  1. Having the functional concepts that are defined by the operational attributes of the product/service.
  2. Having the psychological segmentation based on conceptual psychology that allows defining the relationship the buyer establishes with the product/service and the vendor.
  3. Having the essential attributes of the product/services that define the concept of the value proposition.
  4. Knowing the lifestyle, based on conceptual anthropology, that works as a limit for the value propositions.

Customer Profiles

The use of customer profiles begins with the approach to the segments that are natural buyers of a product/service and continuing the expansion based on the adjacency of segments.

This allows making an object driven approach based on the goodwill a value proposition includes and the proximity to the actual needs of the participants of a market.

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/2015/09/turi.pdf

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Subliminal Aspects of the Unicist Object Driven Marketing

The discovery and development of the essential functionality of language, words, ambiguous language, figurative language, semiotics and the functionality of instincts in human decision making drove to the development of the subliminal communication approach.

Subliminal communication is a process that has been applied at The Unicist Research Institute for 25 years until it was fully confirmed. It allows influencing adaptive decisions without entering into manipulative stimulation. It empowers, on the other hand, the functionality of virtual collaboration including virtual marketing.

Subliminal Stimulation of Decision Making

Subliminal CommunicationEvery human decision includes, at some point, the use of instinctive drivers to cover the genetic needs of individuals.

Subliminal decision making is part of two contradictory types of processes:

  1. Adaptive decisions that drive individuals to influence an environment while being influenced by it. These adaptive processes drive towards growth.
  2. Over-adaptive decisions that driven individuals to dominate, oppose or submit to an environment in order to obtain individualistic profits. These over-adaptive processes drive towards survival.

Adaptive decision making requires developing adequate subliminal stimuli that give answers that provide the “genetic” security to facilitate the decision making processes. It is necessary to provide functional subliminal information that allows establishing a safe environment in which people are able to satisfy their needs.

Developing a subliminal stimulus requires having an authoritative role that allows building an asymmetric complementation in which the individual can profit from what is proposed and at the same time what is proposed has to include an extremely aesthetic solution. Extreme aesthetics means that the solution satisfies the individual’s needs in an extremely desirable and harmonic way.

The apparent paradox is that individuals need to be segmented according to the attitudes that define their essential needs to foster their adaptive behavior, while instinctive behavior is essentially genetic driven.

Manipulative Subliminal Influence

Manipulative subliminal influence is exerted to profit from individuals by destroying their capacity of adapting to reality.

This process is totally unconscious and occurs when individuals cannot deal with reality in a conscious way and their existence is endangered. This danger might be real or may have been constructed in a parallel reality an individual created in her/his mind.

There are three aspects that can be manipulated to generate over-adaptive decisions:

  1. Extreme fear: Produced by facing a destructive or self-destructive situation
  2. Extreme desire: produced by the need to obtain extreme gratification
  3. Extreme uncertainty: produced by an absolute loss of control of a situation

Manipulative subliminal influence is naturally exerted by psychopaths and drives to the destruction of the counterpart and of the environment. That is why subliminal communication has been considered as unfair.

The paradox of this is that subliminal communication is naturally part of every human communication process. The question is the true intentions of the one who uses subliminal communication that can be measured by the results obtained by the participants.

Conclusion

The use of virtual tools in communication processes requires empowering their functionality in order to build strong functional relationships. The use of adaptive subliminal communication is a need to break the barriers established by virtuality developing a different but natural complementation context.

The inclusion of a subliminal approach is a core aspect for building semantic objects to develop object driven marketing actions. It is basic in global marketing processes in which it is necessary to deal with different segments, lifestyles and cultural archetypes.

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. http://www.unicist.org/repo/#Unicist

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LinkedIn and the upgrade of Object Driven Marketing

Object Driven Marketing, based on the Unicist Theory, allowed establishing an upgrade of the use of Linkedin. See video at:  https://www.youtube.com/UnicistStandard

After five years of monitoring and two years of research, using the complexity science research methodology, the unicist ontological structure of LinkedIn for B2B expansion has been validated at The Unicist Research Institute.

Unicist Ontology of LinkedIn for B2B MarketingThis is an introductory report to explain the possibilities opened by LinkedIn to expand B2B businesses which allowed companies and individuals to foster market expansion integrating both institutional and personal influence. This is the first part of the complete report which includes three parts.

This is a new stage in marketing that has been opened by the expansion of the use of Internet, the Era of Participation and the development of a “vehicle” like LinkedIn that allows building the necessary environment to use virtual tools to expand markets.

The research on the ontology of LinkedIn, explains its functionality to expand B2B markets and how to use it for Image Driven Marketing, Sponsor Driven Marketing and Referral Driven Marketing.

The use of LinkedIn became functional to all sizes of organizations, providing a participative environment that allows individuals to develop credibility to build commercial interest groups based on the generation of value. This requires using an extreme segmented approach in order to ensure the generation of value.

LinkedIn evolved from its original position expanding its functionality without changing its nature. This evolution opened the possibilities for its use as a vehicle to build market growth based on the expansion of the boundaries using the power of virtual communication.

The Era of Participation

To apprehend the concept of LinkedIn, it becomes necessary to understand the concept of the Era of Participation. In the following lines you will be able to access a synthetic description of some of the main segments discovered, but we recommend accessing the complete report that you will find at the end.

Adaptive Participation

The Era of ParticipationEvolutionary participation requires beginning with a conscious adaptive process where the individual is looking for a place to be who s/he is. This makes the individual a differentiated person that needs to begin by participating through value adding actions (participation to do) while sustaining the identity of the role by having the necessary image that allows others to tag him/her properly (participation to appear).

Participation is only possible when the members who participate are able to recognize each other as part of the same group. In fundamentalist groups this tagging might include tattoos or similar timeless marks but in social groups individuals need to have the necessary “look & feel” in order to be tagged and recognized as members.

This appearance is extremely notorious in social and professional networks that establish the basics of the profile that need to be covered in order for the group to accept a possible member. That is why appearance, which is given by the personal brand or image, is the entropy inhibitor that makes expansive participation possible.

When the image has been positioned, the final objective of being a real member becomes possible.

Over-adaptive Participation

The apparent paradox is that over-adaptation is the minimum strategy. This requires an explanation. Adapting implies influencing while being influenced to achieve a goal, which in this case is to have a place in the world. Influencing is what we call adaptive participation and being influenced is what in this case is named over-adaptive participation.

Over-adaptiveness implies accepting the rules of the environment, which implies submission but beginning with a dominant participation in order to feel that one is not submitting but establishing the rules.

When the self-esteem has been conserved by this dominant participation, which mostly implies active inaction that allows judging the environment, an oppositional role becomes necessary to accept the rules of the game.

When individuals are able to feel superior by judging the environment, opposing to some aspects to preserve their self-esteem, then over-adaptive participation becomes functional. But, this functionality depends on its compatibility with the adaptive participation.

Segments of Participation

There are different segments or participants that need to be understood in order to deal with them. Accessing profiles and activities on Facebook, Twitter and LinkedIn is very useful to identify the different segments, which are never pure but always have an implicit dominant trend that drives their participation.

  • Publicity Driven
  • Bragging Driven
  • Utopia Driven
  • Recognition Driven
  • Action Driven

Much more than Networking

In the second segment of this report, the concept of LinkedIn will be published. And lastly, the third part will describe the concept of Interest Group Building. In order to apprehend these concepts we recommend becoming aware of the concept of the “Era of Participation” to understand its meaning and why LinkedIn is much more than a “space for networking”.

Access the complete synthetic report on the “Era of Participation”:
http://www.unicistinstitute.net/future-research/future-research-the-era-of-participation-is-changing-the-habits/

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/2015/04/turi.pdf

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LinkedIn: the vehicle for global B2B market expansion (Part 3)

LinkedIn allows sustaining the building of Interest Groups that allows expanding B2B markets based on using the adequate profiles that identify the three levels of functional segmentation that are needed to develop image-driven, sponsor-driven or referral-driven marketing strategies.

You can find the complete information on “B2B Marketing using LinkedIn” in the booklet on “Virtual Marketplace Building” you can find at:
http://www.unicist.org/repo/#Marketing

LinkedIn B2B MarketingThe proven functionality of LinkedIn as a vehicle deals with the development of additional market channels, the building of distribution channels and the building of sponsors in the client’s organization.

To build the specific profiles to develop the marketing strategy it is necessary to integrate the segmentation that corresponds to the specific industry, the segments defined by the participation, the segmentation of LinkedIn as a vehicle and the segmentation of the type of interest group that needs to be built.

This requires managing the fundamentals of these segmentations and having the technical-analytical information that allows transforming a conceptual approach into operational profiles.

The end of this profiling process is a simple accurate description that can be managed by everyone.

Then a bridge between the profiles and the information that is available on LinkedIn has to be built in order to segment, avoiding a bold approach.

Linkedin for B2B MarketingBold approaches generate paradoxical effects because they generate the perception of spamming.

When a message that is sent to an individual is needed, it can never be perceived as a spam. The segmentation and profiling process allows defining what an individual needs.

The more accurate this communication is, the higher the probability of achieving functional results and the less paradoxical results it will produce.

It has to be considered that these paradoxical results generate a double negative effect.

  • They are perceived as an aggression by the one who receives a disruptive communication.
  • They degrade the image of the institution and person who sends the message.

The building of sponsors in B2B markets is the final goal that can be achieved using LinkedIn. These sponsors allow beginning a commercial process that includes users, deciders and gatekeepers.

The advantage of this virtual approach is that it establishes stable active relationships that require little time for all the participants to be maintained.

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/2015/03/turi.pdf

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The Power of LinkedIn for B2B Marketing (Part 2)

The functionality of LinkedIn as a B2B marketing vehicle depends on the capacity the participants have to build an interest group. It can be very helpful for those who decide to use this vehicle to learn from the origins of the Rotary Club.

The Unicist Ontology of Interest Group Building If you haven’t read Part I of this report we, recommend accessing it at:
http://unicist.net/marketing/the-power-of-linkedin-for-b2b-expansion-part-1/

An interest group looks for building social influence for the use of the participants in order to build a strong “social capital”.

To do so, it is necessary to foster participation to provide a more influential place that allows sustaining this social capital. But these actions can only be functional if the authority conflicts among the members of the group are avoided.

Closed groups are weaker than open groups to be used as marketing vehicles. Closed groups establish an explicit influence among their members, which generates “antibodies” to marketing activities. The power of LinkedIn is given by the possibility of building open groups based on personal and institutional influence.

LinkedIn as an “institutionalized” vehicle establishes an implicit segmentation of its members. We have identified these segments, which are:

  1. The action driven segment
  2. The recognition driven segment
  3. The trust driven segment
  4. The optimism driven segment
  5. The subjectivist segment

The Unicist Ontology of LinkedIn for B2B MarketingA short description will help to give a guiding idea of these segments.

1) The action driven segment

This is the segment of those who participate in LinkedIn to generate added value in the environment. These are innovation driven people whose goal is to generate value without expecting a counterpart. They are not focused on being recognized by others. They are more interested in the deeds than in the opinion on the deeds. They use LinkedIn with a conceptual approach.

2) The recognition driven segment

This segment uses LinkedIn to influence the environment and to be recognized by others for having added value. They are individuals who look for security and also for “likes” of their work. They are diplomatic in the management of criticism of other members and always find a bridge to avoid conflicts. They use LinkedIn with a systemic approach.

3) The trust driven segment

This segment assumes an authoritative role in LinkedIn, which makes them worth of trust. As a result, the relationships they establish are based on mutual trust. They seek for discussing ideas to expand their own activities and the activities of other members. They follow strictly the rules of the environment and look for “likes” of their ideas. They use LinkedIn with an analytical approach.

4) The optimism driven segment

This segment believes in LinkedIn as a media that opens the world for them and for the community. LinkedIn is a vehicle of opportunities for them. They are permanently looking for news that opens new pathways for their activities. They believe in the information posted on LinkedIn. They use LinkedIn with an operational approach.

5) The subjectivist segment

This is the segment of the individualists that use LinkedIn to sell themselves. Individuals in this segment are over-adapted, which drives their dominant or oppositional roles, participating in order to demonstrate that they are right. They look for benefits from others and evaluate opinions with two different criteria: the opinion of others based on facts, and their own opinion based on intentions.

The Art of Marketing – The Unicist Object Driven Approach

The description of the nature of marketing allows organizing commercial processes including the roles that are necessary to achieve its purpose. The objective of this introduction is to establish the basics that need to be integrated in order to ensure the growth of businesses.

The Unicist Ontology of MarketingMarketing takes place in the mind of the potential buyer. Therefore, it is necessary to know how the buying process works before a marketing strategy can be defined.

The purpose of marketing is to provoke buying decisions. This implies that marketing, working as a complex adaptive system, can only be measured by results. What needs to be defined is what the market needs to buy. It might be a product or a service but it can also be the buying of an idea, a brand, an image or a person.

The first step to be achieved in marketing is the positioning of the value proposition as a first choice. Individuals always choose first choices when they buy. This is applicable to products, services or whatever is being sold. When the election of the first choice cannot be achieved by the buyer, individuals discard the inaccessible alternative and choose the next first choice they can buy within the rest of the alternatives.

This happens only if a critical mass of a proposal has been achieved. Without having the necessary critical mass there is no possibility that the proposal be considered as an alternative. Critical mass in business implies that a value proposition has the necessary aesthetics, influence and credibility in order to be bought.

Marketing actions save energy by catalyzing buying processes. This acceleration is possible when the value proposition satisfies needs, there is a strong influence in the market and the marketing actions have the necessary timing to follow the buying processes of the prospective customers.

The Art of MarketingMarketing results are achieved when these aspects – positioning as first choice, catalyzing buying processes and provoking buying decisions – are given. To make this happen marketing needs to integrate the scientific knowledge provided by behavioral sciences and the technological aspects provided by communication techniques.

Marketing needs to use the knowledge of the mind set of potential buyers in order to segment them according to the different approaches they have. This requires understanding the functional, psychological, conceptual and lifestyle segmentations in order to manage the segments as autonomous universes transforming them into manageable profiles.

The understanding of the communication techniques is basic to allow building the necessary commercial, semantic and semiotic objects to influence buying decisions. The quality of these objects is the core of a marketing process.

These objects need to be segmented unless the value proposition is focused on a unique segment. It has to be considered that a segment is not a part of a market but the market is the sum of segments. This implies treating each segment autonomously in order to have the necessary critical mass to provoke buying decisions.

About Ambiguous, Figurative and Subliminal Communication

The communication techniques are the core of a marketing strategy. It has to be considered that it is necessary to integrate ambiguous communication, figurative communication and subliminal communication to make buying processes happen. This is an art that needs to be managed.

TThe Art of Communication Ambiguous communication is what allows customers to participate in the decision process. It is a communication that opens alternative options and fosters the freewill of the customer. This type of communication is evident in successful advertising.

On the other hand, the use of figurative communication is needed to achieve true consensus on what is being proposed. It allows achieving the first choice position. The use of figurative communication allows buyers to “buy the concept” of what is being proposed, which makes them rely on the value proposition.

Lastly, subliminal communication is needed to catalyze the buying process. Explicit catalysts are unbearable for the customers. To develop subliminal communication there are several conditions that must be given:

  1. The positioning of the value proposition has to be true.
  2. The entity that proposes this value proposition has to have an authoritative role.
  3. This type of communication has to foster the use of the potential buyer’s freewill.

Conclusion

The art of marketing is what sustains the unicist object driven marketing and makes it fully reliable.

This art requires integrating behavioral sciences with communication technologies, which means that those that manage this process need to become aware of behavioral sciences driven segmentation and the use of ambiguous and figurative languages in order to design messages that need to include the necessary subliminal stimuli to build marketing catalysts.

The use of LinkedIn as a B2B vehicle requires knowing the customer profiles and which segments of LinkedIn participants allow establishing a value adding relationship. Using LinkedIn as a B2B vehicle requires using an institutionalized stable approach. The core of the success is the adequate integration of ambiguous, figurative and subliminal messages. The segment of subjectivists is dysfunctional for establishing any type of stable relationship.

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/2015/03/turi-1.pdf

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B2B Unicist Object Driven Marketing: The Use of Company Profiles

The unicist logical approach to B2B marketing is based on segmenting the companies while, within such companies, the B2C segmentation is used to segment the individual participants in a commercial process.

B2B Customer ProfilesThe B2B marketing process has been specially designed for supply driven markets, although it is fully applicable to demand driven markets considering that in this case it is necessary to sustain significant product/service differentiations.

The use of B2B marketing implies:

  1. Knowing the actual functional needs of a specific client considering the characteristics of the industry and its conjuncture.
  2. Having evaluated the maturity of the business processes and confirmed its compatibility with the value proposition.
  3. Having identified the type of relationships the potential customer establishes with its providers.
  4. Having confirmed that the essential attributes of the value propositions are a real catalyst for the business processes of the prospect.
  5. Having identified the business positioning of the prospect and confirmed that it is compatible with the positioning of the provider.

B2B Customer Profiles

Supply driven markets are based on innovations that are not driven by urgencies.

Therefore an adequate profiling of the prospects is basic in order to know if it is meaningful to invest in a marketing process to make a specific business.

Supply driven markets require a high level of reliability and the need of having the necessary critical mass to influence a company.

The critical mass is given by the aesthetics of the solution, the influence of the provider and the credibility that allows having the necessary level of reliability.

The benefit of using B2B Customer Profiles and Object Driven Marketing is that it allows beginning with a “cheap” promotional process to define possible leads and invest when the prospects fit into the necessary Company Profile to become buyers.

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. http://www.unicist.org/repo/index.php#Unicist

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Selling Ontology: Personal fears hinder selling processes

The ontology of selling provides the fundamentals (categories) and the algorithms that have to be considered in selling processes.

Selling implies being able to integrate the existing needs of prospects and their buying arguments in order to build a selling argument.

This process is hindered when the salesmen/women feel unsecure.

Selling is just helping to buy, but it requires knowing what the potential customer need and integrate it with their delivery proposals. Fear impedes grasping the ontology of a solution for a client.

In the adaptation process humans have to face four natural fears that inhibit intuition:

1) The fear of ridicule: A persistent, abnormal, and unwarranted fear of being ridiculed or ridicule. It is the fear that hinders the beginning of any different or new activity.

2) The fear of failure: Fear of failure is the fear of self-criticism or the fear of being criticized by others. It is the fear of failure that hurts far more than the failure itself. Actually, it is the fear of not being sure what will happen.

3) The fear or rejection: It is an outcome of low self-esteem. It makes you feel that everyone in this world is superior to you and they can reject and avoid you for some reason or other.

4) The fear of success: The fear of success is a very unique issue that arises when you are genuinely creating change and moving forward. One of the core fears that arise from change is that success will lead to loneliness.

These fears define the natural taxonomy of fear managing in human adaptive behavior.

Authoritarian environments foster fears to avoid losing control. Individualistic-anarchic environments foster fears to avoid the assumption of responsibilities. That is why selling, which is a complex problem and its learning process require an adequate context to be developed.

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/2013/11/turi.pdf

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Unicist Adaptive Marketing

Marketing is, by definition an adaptive process where the needs of someone who is buying and someone who is trying to sell merge in a process that requires following both.

Unicist Adaptive MarketingThe unicist logical approach to marketing is a process that defines the active selling actions following the synchronicity of the buying-decision process, which allows minimizing the effort to influence potential buyers while optimizing results.

The unicist adaptive marketing process requires integrating both the active selling process with the “receptive” buying-decision processes that establish the limits of the possibilities of ethical marketing actions.

The unicist double dialectical approach allows integrating the synchronicity of actions based on the nature of the buying decision process, which always includes the different shapes adopted by the “desire-duty-convenience” stages.

On the other extreme, the dualistic approach to marketing is based on the use of active selling actions and substituting the consideration of the buying-decision processes, with the exertion of power, which adopts all the shapes that are needed to “force” a buying decision. That is why dualistic marketing processes necessarily stimulate, in the short or long run, the use of manipulative actions in order to influence buyers.

Peter Belohlavek

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. http://www.unicist.org

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Unicist Complementation: the driver of infinite growth

Complementation is the most powerful attitude people have to grow. That is why it is considered that the building of complementation hypothetically drives to infinite expansion (which is, of course, a metaphor).

Growth would be infinite if people were open minded and able to build successive complementary solutions.

There are homologous cases in nature that have been studied and synthesized in “mutualism, commensalism and parasitism”.

These three categories are also found in human complementation. They are described as complementation, pseudo-complementation and anti-complementation.

The existence of a complementation implies the generation of the value the “complemented” needs, having an extreme focus on this objective and using an integrative logic to be able to manage all the elements of a given reality as a conjunction to achieve the purpose of value generation.

This means that complementation implies a conjunction (and) of all the elements, having no disjunction (or).

Peter Belohlavek

NOTE: TURI was the pioneer in using a logical approach to deal with evolution and became a private global decentralized world-class research organization in the field of human adaptive systems.  http://www.unicist.org

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Commercial white papers to sustain marketing actions

Commercial white papers are universal tools to inform clients of what is behind of what is being sold.

But white papers are extremely useful in some cases and extremely useless in others. It is necessary to understand their nature in order to define when and how to use them and how to design their content.

A commercial white paper explains the solution that is behind a product or service. It is not a description of a product or a service; that is the functionality of a brochure.

The design of white papers needs to be neutral, it cannot sell anything. It is implicitly a “teaching material”, which means that it has to be focused on providing something useful.

Therefore, commercial white papers have to be useful information for the market that helps readers to solve a problem.

They need to provide the basics of the technology that sustains the solution of the problem and need to be sustained by the authoritative role that is implicit in the brand of the company. If the brand doesn’t suffice, a personal, credible and authoritative role can be a substitute for it.

The adequate use of white papers allows expanding the boundaries of a business into other areas where the solutions provided are useful.

Some typical markets for the use of white papers are: medicine, technology, industry, knowledge businesses, information technology, sports, etc.

We invite you to be our guest at the Unicist Library:  http://www.unicist.com

Peter Belohlavek

NOTE: The Unicist Research Institute is a pioneer in complexity science research. More than 4,000 ontological researches were developed since 1976 until July 2011 in the field of individual, institutional and social evolution, including the development of ontology based and business object driven solutions for businesses.

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