C) Commercial Objects


Innovations require conquest confrontations

A confrontation of conquest begins when a new product with no synergy with the pre-existing products is launched. There is also a confrontation of conquest when new markets are sought.

When the products that have been launched do not belong to an existent category and satisfy non manifested needs, the confrontation of conquest begins with the weakening of some occupied niches to introduce the new product (guerrilla confrontation).

Confrontation of conquest requires an empty space occupying strategy when non manifested needs are being satisfied.

The confrontation of conquest requires beginning with niches, continuing with segments and finally covering the market.

There are two possibilities in the confrontation of conquest. A market leader can dominate the marketplace or there can be no leader.

When there is a leader the confrontation of conquest implies simultaneously a confrontation of supremacy. This implies a double investment of energy when there is a market leader.

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/2015/06/turi.pdf

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The new stage in marketing: Commercial Objects Driven Marketing

Object Driven MarketingUnicist commercial objects are adaptive systems that have been developed to install ideas in the mind of the potential customers. These ideas need to follow the steps of object driven marketing.

The goal of commercial objects is to manage commercial processes for supply driven markets and for highly differentiated products or services.

This implies that they have been designed to sustain the marketing process of products and services that are being proposed and not just respond to the demand of a market.

They deal with all the markets where there is a differentiation of the value proposition.

Unicist Market SegmentationCommercial objects work as an autopilot; under normal conditions they manage the process of helping customers in their buying processes.

By definition they are extremely segmented, which means they consider each segment as a different universe in order to have the capacity to influence them.

Each segment is defined using the hard, functional, psychological, conceptual and lifestyle segmentations.

These segmentations need to be transformed into measurable characteristics in order to make them usable by the members of business organizations.

The Unicist Commercial Objects

The purpose of a commercial object is to install “hope” in the mind of the potential customers. This means that there is an expectancy that they will find the solution of a latent need they have that is now arising driven by the commercial proposition that is being made.

Unicist Commercial ObjectsThe active function of a commercial object is to awaken interest in the value proposition that has been developed to satisfy latent needs.

This implies that the commercial objects have been designed based on a true knowledge of the segment that is being approached, its needs and beliefs.

In supply driven markets the knowledge of what the segments believe is basic because people need to believe in order to see a previously inexistent solution.

Demand driven markets are based on seeing to believe and the supply driven markets are organized for people who accept that they need to believe to see.

The materialization of the value propositions has to happen within the myths of a culture in order to be accepted.

The development of commercial objects needs to include an adequate use of semantic objects and semiotic signs in order to install the necessary ideas in the mind of the segments that allow them to perceive the solution that is being proposed.

The purpose to be achieved by the commercial objects is to install hope in the mind of the potential buyers in the sense that a new solution will satisfy a latent need they have. But in order to install hope, it is necessary that the segments discover that the solution proposed allows them to overcome adverse conditions in some environment.

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/2015/01/turi.pdf 

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Use of ambiguous language: a must-do in business

The use of ambiguous language is a necessary tool in business. It opens new doors if one knows how to read the feedback one gets. But it is dysfunctional when used at an operational level. That’s why it’s been the subject of bad press when the nature of its functionality is not understood, and is used at an operational level as a synonym of vagueness.

Maximal Strategies are based on the use of ambiguous language. Maximal strategies are the strategies that go beyond the boundaries of the actual actions.
Therefore they enter in the field of risk and uncertainty.

That is why the real possibility of the actions has to be found before defining the strategy.

This approach implies necessarily dealing with the fundamentals of the business.
The use of ambiguous language is necessary to deal with fundamentals. Maximal strategies become ventures without the use of ambiguous language.
Individuals, who cannot understand, speak and write synthetic / ambiguous language cannot develop maximal strategies.

Ambiguous language is based on a maximal strategy driven by a dialogue and a minimum strategy driven by a monologue, which is an informative action.

The maximal strategy implies exerting a functional influence while sustaining this action with the objective recognition that is obtained during the dialogue.

A dialogue itself is a biunivocal communication with mutual adaptation to the feedbacks received.
Maximal strategies are based on the conjunction “and”, and backward chaining thinking. This implies that a dialogue is possible if the final objective is in the mind of those who are dialoguing.

When there is no end in the mind there is no dialogue, just the coexistence of two monologues.

The minimum strategy is sustained by the dualistic thinking, the disjunction “or”, in order to obtain emotional influence and subjective recognition.

Forward chaining thinking is the approach to reality based on a predefined method of communicating. In this case, no one has a clear concept of the final goal to be achieved but the next step is clear for all the parts involved. Information implies monologues.

Being it a dualistic approach the information is right or wrong. If it is right, the information provides positive feedback, if it is wrong, the communication breaks up.

The better one manages ambiguity, the better one does business.

Diana 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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Supremacy confrontations between leaders

Confrontations of supremacy take place between the leader and the second leader of the market. When there are no absolute leaders or no second leaders, there are no supremacy confrontations.

Supremacy confrontations are based on the functional, objective or subjective, added value of the brands involved. Supremacy confrontations take place only in “brand markets”, where differentiations are attributed to brands. There are two possible positioning:

  • The subjective brand
  • The objective brand

The supremacy confrontation takes place in the field of subjective branding. The objective is to influence the market to base the credibility of a product on its subjective branding attributes.

The supremacy confrontation is based on building the strongest complementation between the company, the product and the customer.

Access a synthesis on the “Discovery of the Unicist Ontology of Market Confrontations of Supremacy” that is available at the Scientific Dissemination Program. You will find there other syntheses that might be of your interest:
https://www.unicist.net/marketing/wp-content/uploads/2012/08/market_confrontations_supremacy.pdf

Diana Belohlavek

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

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Unicist Innovations in Marketing

The innovation of object driven marketing and object driven selling introduced by the unicist approach simplified the marketing approach based on the knowledge of the nature of segments and marketing mix and of the buying process.

This increases notoriously the results that are obtained while an enormous amount of energy is saved avoiding non-productive efforts. The following description will give the basics of the innovation.

The activities of the Unicist Confederation are expanding based on the introduction of the unicist ontology and business objects driven technologies.

The Object Driven Organization of the adaptive aspects of businesses is the technology included in all the “solutions” for business optimization.

The Confederation itself also uses business objects for its growth. These objects ensure the critical mass of the solutions it provides to the market. Business solutions require the use of driving, catalyzing and gravitational business objects.

1) The business objects are the drivers of the activity providing the solutions that generate significant energy savings and optimization of results to their users.

2) The unicist approach, including diagnoses, strategies and architectures of the solutions is the catalyst of the Confederation’s proposals.

3) The emulation of nature in business is the gravitational object that sustains the activities of the Confederation.

This approach segments the market. Basically, it can be said that the object driven approach is necessary for business expansion and convenient for business administration.

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a global decentralized world-class research organization in the field of human adaptive systems. https://www.unicist.net/marketing/wp-content/uploads/2012/06/turi.pdf

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Market Share Growth: The Confrontation between the Leaders

The market confrontation between leaders is a very special subject. Only individuals who have been in a leading position can understand it. This post and the supporting literature provides the basic information to help to learn from leaders actions.

“Confrontations of supremacy take place between the leader and the second leader of the market. When there are no absolute leaders or no second leaders, there are no supremacy confrontations.

Supremacy confrontations are based on the functional, objective or subjective, added value of the brands involved. Supremacy confrontations take place only in “brand markets”, where differentiations are attributed to brands. There are two possible positioning:

¨    The subjective brand

¨    The objective brand

The supremacy confrontation takes place in the field of subjective branding. The objective is to influence the market to base the credibility of a product on its subjective branding attributes.

The supremacy confrontation is based on building the strongest complementation between the company, the product and the customer.

To do so actions to improve the bond with the market are required. These actions implicitly undermine the relation between potential customers and competitors.

On the other hand, in the confrontation of supremacy of the innovator the battle takes place in the field of objective branding. In this case, the credibility support of products must have a high level of objective branding attributes.

The confrontation is based on improving the complementariness between the customers’ objective needs and the products’ objective attributes.

The most important features in this confrontation are reliability and the company’s service since the product differentiation implies functional reliability.”

Access the content of the book “Unicist Market Confrontation” at the Unicist Library: http://www.unicist.com/books-pages/en/unicist_market_confrontation_en2.php

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a global decentralized world-class research organization in the field of human adaptive systems. https://www.unicist.net/marketing/wp-content/uploads/2012/05/turi.pdf

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The Unicist Approach to Businesses: Plans A, B, C and D

Press Committee

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became the major research organization in the world in the field of human adaptive systems. More than 4,200 unicist ontological researches were developed since 1976 until December 2011 in the field of individual, institutional and social evolution. They included the development of the unicist ontogenetic maps (DNA) of institutions:
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The Unicist Approach: Making things Possible

Press Committee

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became the major research organization in the world in the field of human adaptive systems. More than 4,200 unicist ontological researches were developed since 1976 until December 2011 in the field of individual, institutional and social evolution. They included the development of the unicist ontogenetic maps (DNA) of institutions:
https://www.unicist.net/marketing/wp-content/uploads/2011/11/turi.pdf

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Marketing is based on the Synchronicity of Actions

The synchronicity of actions is what makes a business grow. Its final purpose is the satisfaction of needs. This satisfaction of needs is what defines the purpose of synchronicity.

It has to cover both objective and personal needs in order to be successful. The critical mass is defined by the aesthetics of the value proposal which needs to have the necessary credibility and influence in order to work as such critical mass.

The added value implies the capacity of generating both the subjective and the objective added value on time. Synchronicity is what makes value generating actions possible.

We invite you to be our guest at the Unicist Library to access the collection of books on Unicist Business Architecture: http://www.unicist.com

Martin Alvaro

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became the major research organization in the world in the field of human adaptive systems. More than 4,000 unicist ontological researches were developed since 1976 until July 2011 in the field of individual, institutional and social evolution. They included the development of the unicist ontogenetic maps (DNA) of institutions.

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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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