Unicist Binary Actions

The Use of Functionalist Principles in Marketing

August 19, 2022 in Unicist Binary Actions / Unicist Confederation tagged Binary Actions / Functionalist Marketing / Functionalist Principles / The Unicist Research Institute / The Use of Functionalist Principles in Marketing by The Unicist Research Institute

The functionalist approach ensures results based on the use of functionalist principles and binary actions, that are driven by the use of catalysts, unicist AI and marketing cobots. We suggest that you experience the use of functionalist principles at a personal level.

Binary actions are two synchronized actions that, on the one hand, open possibilities and, on the other hand, ensure the achievement of results.

The use of functionalist design allows developing the binary actions and marketing objects that are needed to empower marketing functions.

The Personal use of Functionalist Principles

Experience it

The unicist functionalist approach uses functionalist principles to manage the roots of the functionality of things and the root causes of problems.

The professional use of functionalist principles requires managing them at a personal level. It is like mathematics, which is a universal knowledge that needs to be understood at a personal level, before accepting its application in the real world.

Functionalist principles are an emulation of the intelligence that underlies nature that gave birth to the unicist logic, which provides the rules to manage the functionality of things.

Binary actions are two synchronized actions that, one the one hand, open possibilities establishing a functional context and, on the other hand, close processes to generate results.

The use of this approach at a personal level is necessary to manage complex problems, which are those where the solutions are feedback dependent.

Martin Alvaro
Scientific Dissemination Committee
The Unicist Research Institute

NOTE: The discovery of the functionalist principles allowed managing the root causes of problems, the functionality of things, and the necessary binary actions to make things work. This is a new stage, we invite you to experience their use at a personal level. Download

Designing B2B Bestsellers using Functionalist Principles

July 22, 2022 in Unicist Binary Actions / Unicist Confederation tagged B2B Bestseller Design / Binary Actions / Functionalist Marketing / Functionalist Principles by The Unicist Research Institute

The applications to the building of a distribution channel and to the design of an intelligent business app were the final confirmations of the use of functionalist principles and binary actions to build bestsellers in B2B markets.

This work provides the guiding idea to design B2B bestsellers. Designing a bestseller is an extreme exercise of empathy. Bestsellers are evident in nature by just observing the courtship of animals and alpha male behavior.

Thinking in terms of bestselling requires a full commitment with the needs of the user, being user friendly and avoiding that the value propositions work as unwanted mirrors when they are used.

This document is a synthesis of the abstract of the research on the functionality and design of bestsellers developed at The Unicist Research Institute.

The Design of B2B Bestsellers

The context of bestsellers

The design of B2B bestsellers requires being based on an existing trend. Bestselling implies surfing on waves, which allows arriving at the shore. It is not only surfing, but also evaluating if the surfboard is adequate, if the surfer has the necessary skills and has the criteria to know which wave will drive him/her to the shore.

The gravitational force of a B2B bestseller is the trend that drives the value proposition. This trend needs to fulfill several conditions. It needs to be an accepted trend that simultaneously includes innovative concepts that satisfy latent needs and/or implicit weaknesses of the present environment.

When the wave (trend) has been chosen, it is necessary to understand which are the competitive advantages of the value proposition that one intends to install as a bestseller. These competitive advantages require the inclusion of two points of view.

On the one hand, there must be an intrinsic competitive advantage that deals with the internal functionality of the value proposition, being it a product or a service. This implies a technological differentiation, using the word technology in the wide sense.

On the other hand, there must be an extrinsic competitive advantage that deals with the “aesthetics” of the proposition, which is basically driven by the subjective value that is defined by the use value, the referential value, and the opportunity value. These values are defined by the buyer and the user.

The B2B Bestsellers

The purpose of a bestseller requires that the value proposition needs to be desirable to have. This means that it simplifies the activities of a business, avoids risks and empowers the self-esteem of buyers and users.

To achieve this purpose, it is required that the needs of the users be completed. This implies that a B2B bestseller is only such if it does not propose a structural change. Completion implies that the functional needs and the operational needs are satisfied focusing on the satisfaction of the latent needs of the buyer.

When the completion can be achieved, it is necessary to ensure that the solution is harmonic. Harmony in this field requires that there is a shared purpose dealing with the use value of the proposition, driven by a shared ideal that drives the functionality of the solution, while the urgent needs of the customer are being satisfied.

Conclusions

Users, not buyers, make products become bestsellers. The design of B2B bestsellers is an art that requires a sound understanding of the functionality of the value propositions, their use and their buying processes.

The core of the success of a bestseller is strongly influenced by the contagiousness of the value proposition, which is defined by the smartness of the solution, its capacity to satisfy needs and by the possibilities it opens for the potential users.

Comparing this functional description with the document on book-bestsellers will help to understand the concept. Both cases are homologous:
https://www.unicist-school.org/future-research/bestsellers-are-an-indicator-of-conservative-cultures/

Martin Alvaro
Scientific Dissemination Committee
The Unicist Research Institute

Unicist Binary Actions in Marketing Communication

April 22, 2022 in Unicist Binary Actions / Unicist Confederation tagged Communication Design / Marketing Communication / Unicist Functionalist Marketing by The Unicist Research Institute

Communication is one of the most adaptive human activities because any message is considered within the framework the recipient has in mind. The human brain works driven by synchronized binary actions that allow learning from the environment and adapting to it. That is why binary actions are a natural intuitive approach to the real world. This is evident in the behavior of children. (*)

A real case of the use of binary actions will help to grasp them. It is necessary to know that communication is always perceived at a personal level. Therefore, communication is always segmented, which means that the reader of this article might or might not feel addressed by it.

The communication must fit into the binary actions individuals have in mind to be able to communicate with them. A communication has been successful when a functional interrelation has been established.

Communication happens using a “text” that fits into a restricted context, which is part of a wide context. The synchronized binary actions include the influence of the wide context and the restricted context, which establish the credibility of a communication and its interpretation code.

It is important to clarify that communication is an art that is based on fitting into the myths and utopias of the initial recipient of a communication that enable the establishment of a biunivocal bridge between the parts.

PICTURE 1: There are two processes of synchronized binary actions: The grey image defines the wide context and the image of the person includes the restricted context and the “text”. The words reinforce the catalyst implicit in the image.

Art, by definition, has no methodic recipes. It depends on the intentions of the emitter of a communication and the recipient of it.

The codes used by art fully depend on the culture of the recipient and the emitter and the ambiguity included in the communication establishes the groundings for the building of bridges between the participants. The artistic aspect of a communication is what gives access to the perception through the CSTM (conceptual short-term memory) of the recipients.

PICTURE 2: There is one process of synchronized binary actions. The background of the person is the restricted context that works as a catalyst and the person represents the text of the communication. The words included in the image reinforce the catalyst of the communication. The wide context is beyond the picture.

The wide context establishes the credibility of what is being communicated. It provides an authoritative role that simultaneously expands possibilities while providing a safety network for actions. It works as a gravitational force that cannot be explicit. When a gravitational force becomes perceived, it works as an authoritarian environment and generates opposite reactions.

The restricted context works as a catalyst of the communication process. Every catalyst needs to have the necessary energy to open new possibilities for the recipient and to accelerate the communication process. When this energy does not suffice, the restricted context works as an inhibitor.

To work as an accelerator, it is required that the catalyst is influential, has the possibility of influencing the whole process of actions and satisfies the latent needs of the recipients of the communication. As communication is an art, there are multiple ways to achieve the same results.

(*) Conclusion of a research developed at The Unicist Research Institute led by Peter Belohlavek, that included the real applications that are being exposed..

Martin Alvaro
The Unicist Research Institute
Partnering

NOTE: The Unicist Research Institute has been, since 1976, the world-leading research organization that introduced the functionalist approach to science to manage the functionality of the real world. www.unicist.org

Nike: Unicist Golden Eagle Award for Binary Actions

April 8, 2022 in Unicist Binary Actions / Unicist Confederation / Unicist Functional Design tagged Just do it moto / Nike / The Unicist Research Institute / The Unicist School / Unicist Golden Eagle Award for Binary Actions by The Unicist Research Institute

The Awards Committee of The Unicist School has recognized the motto “JUST DO IT” of Nike with the Unicist Golden Eagle Award for notorious binary actions in business. This award is based on the recommendation of the Assessment Committee of The Unicist Research Institute.

The motto “JUST DO IT” is a catalyst of all value propositions that provides an ambiguous message that is interpreted in the context of the specific products. This message is influential, calls for actions and exceeds the boundaries of expectancies accessing the latent needs of people.

The motto of Nike is a binary action, which has been described as: “encourage people to do things”. On the one hand, the possibilities are opened by the encouraging action, and on the other hand, the results are ensured by fostering actions.

Its ambiguity and its association with a powerful isotype reinforce the desirability, accountability, and reliability of Nike’s value propositions.

Martin Alvaro
The Unicist Research Institute
Partnering

NOTE: Binary actions make things work. 100% of the business models of expansive businesses are based on binary actions that include the use of catalysts. Binary actions are two synchronized actions that, one the one hand, open possibilities establishing a functional context and, on the other hand, close processes to generate results. www.unicist.org

Matching Buying and Selling Arguments: A Proof of Empathy

March 25, 2022 in Unicist Binary Actions / Unicist Confederation tagged Buying Arguments / Cobots / Selling Arguments / Unicist Functional Design by The Unicist Research Institute

The definition of the selling arguments is a core information to define selling and marketing processes and strategies.

Buying and selling arguments are complementary, which means that the communication between buyers and sellers should be based on a complementation framework and not on competition.

Therefore, the first step to define a selling argument is to discover the buying argument.

The conceptual structure of this buying argument is homologous in the different fields and uses – i.e., personal, familiar, group, organizational and business buying processes- but takes different shapes according to the different functionalities.

The Design of the Selling Argument

The information on selling arguments is the input for any marketing or selling process. Designing selling arguments requires having an empathetic relationship with products and buyers.

The development of selling arguments is simplified using the unicist functional design based on the input of the information of the buying argument of a specific segment.

The research of the buying argument requires:

Knowing the functionality of the product in the specific segments
Knowing the concept people have of the solution they are buying
Knowing and understanding the implicit objections of the segments
Knowing the alternative competitors or solutions of the potential buyers

Unicist conceptual market research provides the framework to develop solutions for growth and market expansion. It includes the development of market labs, and the use of unicist semiotic groups and pilot testing processes.

This information will allow developing the selling argument and use it as an input to the marketing and selling strategies to make them work.

Martin Alvaro
Partnering

The Building of Binary Actions

January 28, 2022 in Unicist Binary Actions / Unicist Confederation tagged Binary Actions Building / Marketing Cobots / Unicist Functional Design by The Unicist Research Institute

Binary actions are synchronized actions that ensure the generation of results in marketing processes by matching the concepts the potential buyers have in their minds, which hinders resistance and conflicts. These binary actions always include the use of catalysts to open spaces and accelerate processes.

In marketing, the use of binary actions is driven by the use of catalysts that generate a space in the market by satisfying latent needs, accelerating buying processes and installing “hope” in the mind of potential buyers.

Supply driven markets, differentiated products or services and innovative value propositions require necessarily the building of catalysts when they are not available in the environment.

A self-evident catalyst in marketing processes is the brand power that sustains a value proposition.

This is an artificial catalyst that is built by an organization to install attributes in the mind of the potential customers to sustain the marketing process.

Influencing customers requires using unicist binary actions that include the drivers and catalysts of buying processes.

The unicist conceptual marketing approach uses binary actions based on the root causes of buying processes, which are influenced using catalysts.

Binary actions ensure fluent communication. Their use allows emulating the structure of buying processes to manage their dynamics and evolution.

The binary actions require using catalysts and marketing drivers in a synchronic way that accelerates buying processes.

Unicist binary actions are driven by the development of marketing actions according to the types of products and services proposed and the segments of buyers.

Martin Alvaro
Partnering

Functional AI driven Virtual B2B Marketing

January 7, 2022 in Unicist Binary Actions / Unicist Cobots / Unicist Functional Design tagged B2B Adaptive Marketing / B2B Marketing / B2B Marketing Processes by The Unicist Research Institute

Virtual B2B marketing opens spaces by positioning the value proposition as a first-choice alternative in companies. It prepares selling processes by generating leads or by generating the positioning of the provider in the mind of potential customers. Virtual marketing uses binary actions to influence, marketing objects to open spaces and catalysts to accelerate processes.

Opening Virtual Spaces

Virtual relationship building is and will be in the future a channel that needs to be built while being integrated with face-to-face activities when possible and necessary.

The purpose of virtual B2B Marketing is to open spaces in the market, positioning as a first-choice alternative and developing leads that can be used in virtual or personal selling activities.

The use of virtual marketing approaches empowers the functionality of marketing, going beyond the traditional activities and establishing virtual relationships that reinforce the integration with the market.

Unicist B2B marketing builds a complementation with potential customers and clients that allows generating sales in a complementary environment. The maximal strategy is based on demonstrating the capacity of satisfying the functional needs of the customers going beyond the operational aspects of product or service delivery.

The satisfaction of the functional needs implies that the marketing approach includes the knowledge of the functionality of the customers’ processes that allows understanding their needs and developing the correspondent solutions.

The development of personal relationships requires empowering the level of transparency to manage professional relationships, which reinforce the personal reliability and thus sustain the complementation with customers and clients.

This complementation needs to work within the future trends that are shared and allows establishing long-term relationships. The catalyst of the B2B marketing process is given by the brand power that allows establishing a peer-to-peer relationship based on the bilateral asymmetric positioning of both parts, provider and customer, each in its field of expertise.

Unicist Innovation Center – A Sharing Space
The Unicist Research Institute

NOTE: We invite you to invite your children or the children of your friends to participate in the “Empower your Freedom” program, that works as a catalyst for abductive reasoning processes. It is a non-profit program that has been designed for teenagers from 14 to 17 years old. This program demands 1-hour a week (including the 20-minute session on TWITCH). Access

The Design of Marketing Catalysts

November 4, 2021 in Unicist Binary Actions / Unicist Confederation tagged Binary Actions / Cobots / Marketing Catalysts / Unicist Functional Design by The Unicist Research Institute

Marketing Catalysts are sales accelerators that diminish the efforts needed to influence buying decisions. Marketing catalysts have been used ever since people had to produce results in business, social and political marketing. Marketing catalysts use binary actions. The first action opens possibilities by accessing latent needs, while the second action satisfies urgent needs.

Basically, it can be said that marketing catalysts are business objects that build a context for the actions that are being influenced that has to be consistent with the environment in order to be acceptable. Companies use more than one catalyst simultaneously. This integration increases extremely the influence on markets. The functionality of catalyst varies according to the circumstances of the market.

Some examples will help to grasp the idea:

Special offers are Generic Catalysts that accelerates the marketing processes of products included in a brand. Their acceleration is low.
GE Open Innovation works as a Systemic Catalysts that accelerates marketing processes of a category of products or services. Their acceleration is medium.
Amazon direct publishing alternative is a Specific Catalysts that accelerates marketing processes of specific products. Their acceleration is high.
IBM Deep Blue chess-playing supercomputer in the 90’s was a Conjunctural Catalysts to increase the equity value of IBM. Conjuctural catalysts accelerate marketing processes of specific products in specific segments. Their acceleration is very high.

Catalysts might be entities that exist in the environment or catalyzing objects that are built by the companies. The levels of acceleration catalysts introduce in marketing processes depend on the specificity of their functions:

The Need of Behavioral Catalysts in Marketing

The research on the root causes of the success and failure of the market expansion of startups developed at The Unicist Research Institute confirmed that 100% of the successful marketing strategies were sustained by behavioral catalysts, while 100% of the failures had insufficient catalysts.

This demonstrated that the success of sustainable marketing strategies in innovative, supply driven or highly competitive markets depend on the use of behavioral catalysts. These catalysts might be entities that exist in the environment or catalyzing objects that are built by the companies.

Unicist Innovation Center – A Sharing Space
The Unicist Research Institute

The Unicist Functionalist Approach: The functionalist approach is based on the use of binary actions that are composed by two synchronized actions where the first one opens possibilities and the second one ensures results. www.unicist.org

Innovations require conquest confrontations

June 3, 2015 in B) Object Driven Marketing / Unicist Binary Actions / Unicist Cobots / Unicist Confederation / Unicist Functional Design tagged Conquest Confrontation / Market Confrontation / Market Strategy / Ontogenetic Maps / Peter Belohlavek / Unicist Approach / Unicist Business Architecture / Unicist Evolutionary Approach by The Unicist Research Institute

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

The new stage in marketing: Commercial Objects Driven Marketing

January 3, 2015 in Unicist Binary Actions / Unicist Cobots / Unicist Confederation tagged Buying process / Object Driven Marketing / Peter Belohlavek / The Unicist Research Institute / Unicist Commercial Objects / Unicist Confederation / Unicist Evolutionary Approach / Unicist Marketing by Diana Belohlavek

Unicist 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.

Commercial 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.

The 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