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Unicist Corporation

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Unicist Corporation

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Generating empty spaces in the market: The Counter-cycles´ Language

Ambiguous language is the natural language for creating an empty space in the client’s mind. It is the key to open markets, and the necessary language to build commercial counter-cycles.

The particularity of the use of this language is that it opens the boundaries. Its ambiguity makes it the necessary language to establish a dialogue with clients.

It is the natural language of marketing catalysts. The ambiguity allows to enter in the right timing, creating a space where the person turns to satisfy their needs.

One of the most common difficulties when we are communicating is not to invade the client’s vital space because this produces an instantaneous rejection.

Ambiguous language allows to enter into the individual’s need without touching it, and establishing the framework for dialogue.

If we make a conceptual analogy from physics we could say that ambiguous language flows in terms of waves while operational language flows in terms of particles.

Ambiguous language has been used since immemorial times and can be found in the most successful advertising campaigns in history, starting with “Follow me”.

A way to improve day by day our ambiguous language is by seeking to integrate two contradictory positions in a superior order.

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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Mindsets in the B2B Marketing of Management Technologies

A mindset is a pre-concept that establishes a decision framework that avoids personal risks. Mindsets are built upon actual successful experiences that are stored in the long-term memory of individuals. There are specific mindsets that deal with business problem solving and social mindsets that establish the framework of personal interaction.

Mindsets in Management

The mindsets in management are defined by the fundamentals that drive management decisions.  Decision makers are:

  • Solution driven
  • Problem solving driven
  • Technology driven
  • Power driven

Expansive management is driven by complex problem solving and the necessary systems to build the expansion. Contractive management is driven by simple problem solving and the use of tools to simplify the work.

B2B Marketing of Management Technologies

The mindsets provide the framework that allows triggering the automatic responses of the Conceptual Short-Term Memory in buying processes. These mindsets trigger functional decisions when the external environment remains unchanged. They are dysfunctional in changing environments.

The structure of business management defines the different mindsets that are needed to manage the B2B marketing of business solutions. The understanding of the basic functionality of the mindset is needed to know where the solutions fit it:

  • Operational Mindset – Is necessary to deal with functional operations.
  • Technical Mindset – Is necessary to deal with hard technologies.
  • Systemic (Cause-Effect) Mindset – Is necessary to organize processes.
  • Root-Cause Mindset – Is necessary to improve processes and develop strategies.

B2B marketing requires considering the mindset of the sponsors, users, gatekeepers and the decision makers to make adequate proposals. The institutional brand attributes need to fit into the social mindset of the potential buyers while the product brand attributes have to be consistent with the specific mindsets.

These mindsets define the restricted context of the B2B segmentation to be used.  The marketing process of management solutions is catalyzed by the institutional and product brands and is inhibited when the mindsets are disregarded.

Diana Belohlavek

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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Unicist Product/Service Demonstrations

Unicist Marketing Demonstration processes are the way to install a new idea in the mind of a potential client. They are an application of the use of semantic objects, which sustain the demonstration process avoiding the need of facing conflicts produced by the introduction of new knowledge.

Their purpose is to allow the participants to have a pleasant experience in a controlled environment where they feel safe. These conditions are necessary to ensure an environment of personal involvement, which drives the experiencing process of the participants.

Maximal Strategy

The maximal strategy actions are given by proposing things that satisfy needs without becoming a competitor with the potential clients. These proposals have to include all the necessary attributes to be extremely desirable to have.

To work as a demonstration, it is also necessary that the proposal be perceived as essentially harmonic with the environment. It might be new, it might be a breakthrough but it has to fit within the “rules” of the environment. This allows using semantic objects to avoid conflicts during the demonstration.

Conflict Management Objects

These objects are used to approach the episodic memory of individuals. They need to be based on a mind opening figurative communication and include a message that has to be based on objective information.

Complementation Building Objects

These objects are used to approach the long-term memory of individuals in its oneness. It is a structural approach that needs to include the different aspects individual consider when making a decision.

Minimum Strategy

In the development of a demonstration process, the minimum strategy is based on the credibility of the proposal, which means that it needs to make things possible that were not possible before. But in order for the demonstration process to work, the promise of making things possible that were not possible before needs to be considered within the possible expectations. The promise needs to be part of an existing trend in the field of application in order to have credibility.

Any demonstration requires the existence of an influential authoritative context that can be built using semantic objects. The use of these objects within the demonstration process avoids conflicts.

Informative objects

These objects are used to approach the semantic memory of individuals. They need to include a message based on news that people are expecting and their figurative language needs to be sustained by graspable analogies.

Value Adding objects

These objects are used to approach the procedural memory of individuals. They need to include a message based on a meaningful interpretation of the reality an individual is facing and their figurative language needs to be sustained by meaningful metaphors.

Conclusion

A demonstration process ends when a potential client envisions the benefits of the value proposition and has the intention to buy or become a user.

It has to be considered that to achieve this goal, the approach to potential clients requires a previous segmentation avoiding the presentation to people who obtain no benefit from the proposal.

If a demonstration is made for people who do not benefit from the proposal, the process degrades into a conflict.

On the other hand, when the functional semantic objects are used responding to the segments that will benefit from the proposal, the demonstration process will end up in installing a new idea in the mind of a potential client.

* Semantic objects are linguistics communications, in written or verbal format, that have the power to install meaningful knowledge in the long-term memory of an individual.

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.

 

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