Unicist Evolutionary Approach


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Unicist Corporation

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Binary Actions in Marketing Processes

Synthesis

Commercial binary actions are two synchronized actions that expand markets while they ensure their results. They were developed to accelerate market growth by managing actions to install maximal strategies to grow and minimum strategies to ensure results.

Binary actions empower the value of processes while they diminish their costs. They use catalysts to expand the boundaries of solutions and business objects to accelerate processes and ensure their functionality.

Binary Actions Exist since Living Beings became Intelligent

Binary actions are part of human adaptive behavior. They also exist in the behavior of animals. Binary action is an action that maximizes the achievement of results by using the influence of the environment to do something. Using the context to do things is part of natural human intelligence. The core is being able to anticipate the consequences of what is happening in the context.

Unicist Binary Actions

Every action of the context of an activity influences the possibilities of some actions and inhibits others. Smart people only develop adaptive actions when the context makes them possible.

The research of Binary Actions

The first stage of the research at The Unicist Research Institute was focused on how this integration of context and actions works and how it can be emulated to develop binary actions based on the development of a restricted context that sustains the achievement of results. This drove to the discovery of the structure of social gravitational forces and catalyst that apply in all the fields of human behavior.

unicist binary actions

The second stage of the research was to find a way to develop binary actions that allow influencing people without generating reactions or change resistance.

This stage, integrated with the previous stage, drove to the development of binary actions to influence people by understanding the concepts that drive their actions. This knowledge established a new stage in the management of adaptive systems and environment.

The Building of Binary Actions

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, accelerate buying processes and install “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 the products and services proposed and the segments of buyers.

Martin Alvaro

NOTE: The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution.

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Conceptual Marketing in the 4IR

Marketing 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 discovery that the concepts people have stored in their long-term memory drive their actions, allowed developing a conceptual segmentation model that permits finding the buying arguments and developing the complementary selling arguments to drive buying decisions.

Concepts define the root causes of buying processes and also drove to the development of marketing objects and catalyzing objects to drive buying decisions using binary actions.

Conceptual segmentation gives access to the buying argument of potential clients and allows defining clusters that increase notoriously marketing effectiveness. The use of marketing objects and catalysts allows building an empty space in the market and ensuring the functionality of binary actions to influence buying decisions.

Conceptual Marketing became significant with the appearance of the technologies of the 4th Industrial Revolution. Although Conceptual Marketing is extremely effective in all marketing processes, it is unavoidable when it is possible to use the tools of the 4IR.

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.

Martin Alvaro

NOTE: The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution.

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Sponsor Building in B2B Marketing

The B2B marketing process of differentiated and innovative products / services requires the integration of sponsors. This B2B marketing process includes the participation of 4 basic roles:

  1. The decision makers
  2. The users
  3. The gatekeepers
  4. The sponsors

There are two alternative paths to introduce a new proposition:

  1. The approach to decision makers, which is the natural path when the value proposition implies a systemic use that includes different functionalities.
  2. The approach to users, which is the natural path when the innovation introduces notorious benefits for the user.

The gatekeepers have a significant role by ensuring the convenience of the new value proposition. They need to be addressed by providing the necessary proofs of the need of the solution and the convenience of its adoption.

The role of the sponsor is to endorse the differentiated or innovative value propositions. To endorse a value proposition, it is necessary to be aware of its functionality. Sponsors of B2B marketing processes have two roles:

  1. To introduce value propositions, which is the case of recommenders.
  2. To endorse the value propositions after they are perceived as necessary.

It has to be considered that the members of the organization that proposes differentiated or innovative solutions need to be the first witnesses that sponsor the value propositions.

The Sponsor Building Process

The possibility of building sponsors is fully related with intrinsic characteristics of the value propositions and of the institution that is proposing them. The basic condition for having sponsors is defined by the existence of a greater good that underlies the value propositions.

This is evident in the sponsoring of sports, arts, or science, but not so evident in the sponsoring of differentiated or innovative B2B value propositions.

The greater good

This requires that the organization that is proposing these innovations is truly sustained by this greater good. The greater good has to be perceived as being underneath the value proposition without being part of it.

Sales agents must witness this greater good when the value propositions are proposed. The greater good provides the benefits for the clients, the sponsors and the providers.

The catalyst of sponsor building

The greater good is only believable if the organization includes a reference group that sustains or builds the greater good, which has to be noticeable in the market. The reference group needs to be recognized by its deeds in the market and is the “intangible” influencer to build sponsors.

The building of sponsors is immediate when the greater good is notoriously differentiated and the reference group is consistent.

The next step to build a sponsor is the establishment of the possibility of a complementation. This requires the development of a sort of pilot test that allows potential sponsors to experience the solution that is being proposed.

Sponsoring implies sharing the benefits of the greater good that sustains the value propositions. This experience establishes the starting point that has to be followed by actions that transfer solutions to the client and sponsor to share the benefits of the greater good.

This drives towards the building of a functional reliability, which needs to include the development of personal relationships among the participants. The participation in exchange spaces with clients builds an environment that helps to maintain the relationships with clients and sponsors.

Sponsors can exist when there is a stable relationship between the members of the organization that proposes the differentiated or innovative value propositions and its users. This relationship requires that the provider has ongoing activities that open the expectation of possibilities of upgrades of the value propositions in the future.

Based on the research on decision making led by Peter Belohlavek at The Unicist Research Institute.

Martin Alvaro

NOTE: The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution.

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Business Education for Growth

Business happens in the future and requires dealing with the unknown. Managing market growth, where by definition one seeks to expand the boundaries, makes it naturally necessary to deal with the unknown.

Just as an architect does when designing a house; he visualizes a solution, which does not exist today, designs it, and makes it happen.

On the other hand, administration necessarily implies dealing with the known. It is an activity where “the house” is already made and now it has to be administrated.

If we see in superior business education case studies manage the dissection of a dead body: the case.

This is very useful when one seeks to acquire operational knowledge. But in the field of markets, which by definition are in motion, this approach becomes dysfunctional and makes a research-based learning necessary.

The most famous educational models in this field are the PHDs in Physics and Education in Medicine where, in the medical residences of teaching hospitals, the physician learns to cure living patients. There, his education is based on dealing with the unknown.

Martin Alvaro

NOTE: The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution.

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Unicist Testing Rooms for B2B Marketing

The unicist testing rooms were designed to manage on-line  the commercial processes of differentiated value propositions with  prospective customers or clients. They are based on exploring what is possible to be achieved, the root-causes of the solutions and the clarification of how the solutions work.

The Coronavirus-crisis introduced, in one step, the 4th Industrial Revolution in the field of B2B marketing. It generated the shock of integrating virtual communication as a core pathway to generate value.

The new stage drove to the substitution of Showrooms and Demos by Unicist Testing Rooms, which are virtual teamwork spaces with potential customers.

This changes the role of salesmen/women, account managers and professionals in order to be able to work using virtual communication to manage marketing and close sales.

It uses the differentiation of the value propositions, their reliability and their transparency to generate a space where B2B sales can be “produced” using maximal and minimum strategies materialized in binary marketing actions that include the use of catalysts.

This is one of the operational tools that sustain the building of countercycles in the B2B market.

Unicist Press Committee

NOTE: The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution.

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About the Conceptual Short-Term Memory (CSTM)

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.

Unicist Conceptual Marketing

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 root cause marketing includes:

Unicist Marketing Strategy: to define the short-term and long-term segmented strategies, including 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.

Benefits of the Unicist Conceptual Marketing:
• Increase of marketing effectiveness

Peter Belohlavek

NOTE: The Unicist Research Institute has been, since 1976, the pioneer in complexity science research to deal with adaptive entities and became a private global decentralized leading research organization in the field of adaptive systems and environments. It was one of the precursors of the Industry 4.0 concept

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The Functionality of Unicist Artificial Intelligence

The Unicist Artificial Intelligence Monitor is an intelligent interface that allows organizing adaptive systems and environments and finding the root causes of their functionality. It is based on the use of the ontogenetic maps of business functions that have been researched. This monitor can work as an artificial substitute for the mental emulation of processes when dealing with adaptive environments. It is also a facilitator of the mental emulation of processes when human management is needed.

Unicist Artificial Intelligence

The Unicist AI Monitor is driven by a Unicist Inference Engine that is based on the rules of the Unicist Double Dialectical Logic that allows dealing with the evolution of complex adaptive systems and environments.

The double dialectical logic is an emulation of the ontogenetic intelligence of nature that drives the functionality and evolution of complex adaptive systems and environments.

Unicist Artificial Intelligence emulates the human reflection process to apprehend the concepts of complex adaptive systems and environments.

The Unicist AI Monitor allows developing solutions and learning from the pilot tests of their implementation until their functionality has been confirmed. Its intelligence allows emulating solutions based on the unicist ontological structure of business functions using the rules of the unicist double dialectical logic that allow managing the dynamics and evolution of complex adaptive systems and environments.

Unicist Press Committee

NOTE: The Unicist Research Institute has been, since 1976, the pioneer in complexity science research to deal with adaptive entities and became a private global decentralized leading research organization in the field of adaptive systems and environments. It was one of the precursors of the Industry 4.0 concept

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Digital Marketing: Customer Orientation in the Industry 4.0 Context

The Unicist Research Institute has been working and researching digital marketing for years to find the conceptual structure of cybercommunication and define the rules that allow developing reliable marketing cyber-strategies.

Digital marketing is one of the essential business functions in the era of the “Internet of things”. But the results these functions produce might be paradoxical.  It has to be considered that the German elections in 2017 showed a sort of failure of the Internet marketing of political parties.

Internet marketing requires understanding that the communication on Internet does not work as a traditional ad, but as what The Unicist Research Institute has named a CyberCom.

Traditional ads installed on Internet drive towards paradoxical results and hinder the strengthening of the image of products, services or organizations.

CyberComs do not work as drivers of buying actions, but as catalysts of buying processes, that require generating influence on a “preexisting” process, establishing synergy with the needs of the customers to generate buying decisions. Digital marketing is an extreme simplification that requires managing a conceptual approach to integrate the cyber-processes with the mental processes.

Diana Belohlavek

NOTE: The Unicist Research Institute has been, since 1976, the pioneer in complexity science research to deal with adaptive entities and became a private global decentralized leading research organization in the field of adaptive systems and environments. It was one of the precursors of the Industry 4.0 concept. https://www.unicist.org/turi.pdf

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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.

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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.
https://www.unicist.org/turi.pdf

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