The researches made at The Unicist Research Institute demonstrated that the evolution of living beings, social entities and businesses require the use of catalysts. Therefore, the success of sustainable marketing fully depends on the use of catalysts.
While 100% of the successful marketing actions were sustained by catalysts, 100% of the failures had insufficient catalysts. The use of catalysts is a must in marketing.
Catalysts are objects that are naturally integrated in any living being. Among the most well-known catalysts in biology are the enzymes that catalyze multiple processes to ensure the survival and evolution of living beings.
One differentiated characteristic of social catalysts is that they need to achieve the necessary threshold of energy to influence the environment.
Catalysts are Process Accelerators
Social catalysts are process accelerators that allow ensuring the functionality and evolution of adaptive systems of any kind. The concept of social catalysts applies to social, economic and political evolution, to the functionality of any kind of communities or institutions and to businesses.
The 4th Industrial Revolution introduced the concept of adaptiveness in the industrial, economic and social world. This increases notoriously the market orientation but demands managing environments as adaptive systems, which require the use of catalysts to ensure their functionality and evolution.
Some of the companies that use business objects and catalysts 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.
Example: Advertising as a Catalyst
Catalysts are needed to ensure the achievement of goals in adaptive environments. The more differentiated the action of an individual or organization, the more influence is needed to adapt in an environment.
Advertising, as a concept, is a communication to promote or sell a product, service or idea. It adopts many shapes according to the circumstances. Advertising is a univocal communication in an adaptive environment that fully depends on the functionality of its content and its aesthetics, to be successful. For example, it might be a non-personal communication or a personal communication.
Advertising can work as a driver of actions or can be designed as a catalyst for actions. Both concepts differ in their way to achieve results. When advertising is a “driver”, the language should be operational or analytical. When it works as a catalyst, the language has to be ambiguous and the receptors must decide which interpretation suits their needs.
The research through real applications at The Unicist Research Institute, drove to the development of the following types of advertising catalysts:
- That Solve Implicit Weaknesses: These ads accelerate the buying decision process by avoiding dysfunctional objections.
- Conceptual: These catalysts install a new concept in the mind of receptors based on the expansion of the boundaries of existing concepts.
- Categorical: These ads expand the boundaries of accepted categories ensuring their functionality to fulfill the needs of the receptor.
- Conjunctural: They are based on the concepts that underlie urgencies which accelerates buying processes.
Advertising can be designed as a “driver”, which is the most commonly used type of communication, or it can be designed as a catalyst, which is needed in order to introduce significant differentiations and innovations.
The Use of Catalysts
Catalysts are necessary to manage adaptive processes in adaptive environments. Social catalysts have been and are used intuitively without defining them as such. For example, an external threat works as a catalyst that builds cohesion in a group and increases its level of focus on what needs to be done.
The unicist approach to catalyst building is an evolutionary approach to business that is based on the integration of catalysts to accelerate business processes to increase adaptability, customer orientation, growth, profitability and sustainability.
Some Business Application Fields:
- Advertising: Influencing through the expansion of the boundaries of the market.
- Branding: using branding objects to install attributes that accelerate the consistency of processes.
- Information Technology: developing adaptive systems that use catalysts to ensure their functionality.
- Knowledge: using systemic knowledge to catalyze efficiency and conceptual knowledge to expand the functionality of processes.
- Marketing: using objects that expand the boundaries of the concepts people have in their minds.
- Operational Processes: installing adaptive processes catalyzed by their underlying concepts
- Root Causes: the knowledge of root causes catalyzes the problem-solving processes
- Strategy: a strategic approach ensures the focus of actions and increases their efficiency.
The use of catalyst became mature due to the 4th Industrial Revolution that simplified the building of catalysts and the concept of Industry 4.0, applied to business, which fosters the adaptability of business processes.
The functionality of catalysts requires that their work be “redundant” with the causes of the problem they solve. Catalysts cannot work in non-adaptive environments. Catalysts accelerate social and business processes:
1) They simplify processes by increasing their efficiency. Therefore, there is less need of efficacy to ensure the achievement of effectiveness.
2) They manage the root causes of social and business functions, which are driven by the dysfunctionality of the concepts and fundamentals that underlie their processes.
3) They palliate the dysfunctionality of the implicit weaknesses of the strengths of processes. Implicit weaknesses are the dysfunctional consequences of any strength in adaptive environments.
Levels of Acceleration
The levels of acceleration catalysts introduce in processes, depend on the specificity of their functions.
a) Generic catalysts accelerate the functionality of institutions or organizations. Their acceleration is (+).
b) Systemic catalysts accelerate the functionality of functions and roles. Their acceleration is (++).
c) Specific catalysts accelerate the functionality of processes. Their acceleration is (+++).
d) Conjunctural catalysts accelerate the functionality of conjuncture driven processes. Their acceleration is (++++).
The dysfunctionality of catalysts, because they are inconsistent with the environment or because they don’t have the necessary influence on it, deaccelerates social and business processes. The pilot testing of catalysts ensures their functionality.
The purpose of a social catalyst is to increase the speed of functional processes. This purpose is achieved by increasing significantly the efficiency of processes and diminishing the level of efficacy that is necessary. The use of catalysts saves energy.
The maximal strategy of catalysts is to simplify the functionality of processes by solving their implicit weaknesses using a superior technology that accelerates them.
The minimum strategy establishes a superior framework of the process that expands the possibilities and ensures results.
All developed cultures and expanding businesses use catalyzing objects. Some of the paradigmatic examples in the business world are: IBM, Pfizer, Bayer, Shell, etc. www.arkenea.com/blog/how-successful-startups-started
Types of Catalysts:
Based on their functionality, there are four types of social catalysts: Conjunctural, Specific, Systemic and Generic. Dysfunctional catalysts inhibit processes instead of accelerating them.
These catalysts accelerate specific conjunctural processes to achieve the critical mass that is necessary to ensure “survival”. They are focused on the expansion of possibilities by considering the conjuncture. These types of catalysts tend to be absorbed by the system.
The specific catalysts are focused on accelerating specific functions that can be managed as autonomous units. They are focused on ensuring the results that need to be achieved by using a superior solution to minimize the consumption of energy. The critical mass of specific functions is sustained by these catalysts.
The systemic catalysts accelerate the functionality of the unified field of processes. They are focused on increasing the efficiency of the system by introducing a superior technology. These catalysts ensure the critical mass of the functionality of adaptive environments considered as a system.
Generic catalysts are those that accelerate the evolution of the environment where they are applied. They are focused on simplifying processes and solving their implicit weaknesses. These catalysts ensure the critical mass that is necessary to evolve.
The Unicist Research Institute