Marketing 4.0 Research Project

Development of the Marketing 4.0 Model
A framework for business expansion

The Objective

The 4th Industrial Revolution introduced adaptiveness in the industrial and business world. We invite your organization to manage the concept of the 4th Industrial Revolution in your business. The objective is the establishment of a framework that takes advantage of the knowledge of the conceptual structures of business functions, market behavior and business scenarios to accelerate growth and increase market share. Quantitatively, the objective is to develop a framework that allows increasing +30% the speed of growth.


This activity is for top executives who have been invited by TURI. It is based on managing the fundamentals of business growth and market growth. On the one hand, the discovery of the conceptual functionality of businesses, markets and cultures allowed managing the fundamentals that define the root causes of business processes. On the other hand, the fact that the concepts people have, drive their buying decisions, allowed establishing a framework that increases the accuracy and effectiveness of marketing actions. The integration of both aspects allows establishing a strategic framework to ensure growth.

The Unicist Approach to Industry 4.0

Industry 4.0 implies introducing adaptiveness in organizations. Business functions are adaptive when their functionality is feedback dependent. The Unicist Research Institute was one of the precursors of Industry 4.0 through the development of complexity sciences to deal with adaptive systems and environments.

This concept applied to business requires managing the root causes of processes to ensure their reliability. This requires managing the concepts of the business functions involved. The level of industrialization depends on the outputs that need to be produced by the business functions. Therefore, different levels of industrialization coexist in most organizations.

Industry 4.0 became possible due to the evolution of IT technologies, conceptual management and artificial intelligence. Its goal is to develop businesses as adaptive systems, which implies customer orientation and improving productivity and quality that naturally foster market growth and profit improvement.

The introduction of adaptiveness in organizations is a step by step process, that needs to generate economic benefits from the beginning. It needs to follow two basic rules:

  • It has to be introduced from “the outside to the inside”, from the external needs to the internal needs, which implies starting with the functions that influence the environment.
  • It needs to be managed from “top to bottom”, which implies the commitment of the management in this change.

The Unicist Approach: A Precursor of Industry 4.0

The unicist approach is based on the Unicist Theory, which introduced a paradigm shift in sciences that allowed managing complex adaptive entities, systems and environments. The multiple applications of the unicist theory allowed developing the paradigm shift in business to manage businesses as adaptive systems to generate sustainable growth.

The unicist paradigm shift was developed at The Unicist Research Institute, which has been, since 1976, a pioneer in complexity science research, that is fully focused on developing solutions to deal with adaptive entities, systems and environments.

The focus on sustainable growth drove to the development of the Unicist Conceptual Management approach to manage businesses as adaptive systems. It allows introducing the concept of Industry 4.0 and applying it beyond productive processes. Unicist Conceptual Management was developed to manage sustainable growth.

The following technologies are part of Industry 4.0:

  1. Unicist Business Strategy:to develop maximal strategies to grow and minimum strategies to ensure profits.
  2. Unicist Conceptual Management:to manage businesses as adaptive systems and organize using business objects.
  3. Unicist Root Cause Management:to manage the root causes of business problems based on the knowledge of the fundamentals of the business functions.
  4. Unicist Root Cause Marketing: to expand markets based on the management of the root causes of buying processes.

As the previous industrial revolutions, Industry 4.0 will coexist with the previous stages, providing a significant competitive advantage for those who can enter this stage.

A Revolution for Growth

The evolution of IT, Internet and Artificial Intelligence finally allowed transforming adaptiveness into the 4th Industrial Revolution. Growth and business expansion is the effect produced by the introduction of this revolution. Growth is the consequence of adaptiveness, which allows empowering customer centricity while increasing productivity and quality.

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The Basics Behind this Project

The Unicist paradigm shift in sciences, based on the discovery of the intelligence that underlies nature, expanded the boundaries of sciences and allowed managing the adaptive aspects of reality by managing the underlying concepts, making them reasonable, understandable and predictable. It drove to the development of the unicist paradigm shift in business to increase the predictability and controllability of businesses.

Managing the Root Causes of Growth

The conceptual structures of businesses define the DNA of their business functions and drive their sustainability. Therefore, concepts and fundamentals define the root causes of business problems and the root drivers of business solutions. This is the unicist paradigm shift in businesses that establishes the framework of the development of the Market Growth 4.0 model based on the empowerment of the predictability and controllability of business processes introduced by Unicist Strategy, Unicist Conceptual Management and Root Cause Marketing.

The Collaborative Research Project

This project, as all the activities of The Unicist Research Institute, begins with the use of a “prototype” that works as a hypothetical solution that is changed and modified until a final solution has been confirmed.

This project is developed with industry leaders and is coordinated by Peter Belohlavek
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The participation of the members of this project is virtual with two real time activities per month (1 hour) plus a destructive testing system for the solutions that are being built. There is a private forum to exchange opinions among the members and a private system to discuss with the coordinator.

All participants need to access the Unicist Business Strategy model, that allows developing maximal and minimum strategies managing the root causes of businesses. For this purpose, they participate in a virtual program that includes 4 virtual 2-hour micro-clinics and a counseling process that allows accessing the growth, predictability and controllability of businesses.

Roles of the Members

There are two types of roles for the participants:

  • Active members, who participate in the whole process with an involvement of 6 hours monthly.
  • Assessment members: who only participate in the destructive testing of the solutions.


This project will be finished within 6 months. Participants might be included during the development processes after they access the Unicist Business Strategy model. The goal is to develop a model that empowers the business and allows influencing the establishment of regulations that foster its evolution.


The output is a solution that adopts the format of an e-book, provisionally named “Market Growth 4.0”, that includes the credits for all the participants.

Final Meeting

A final personal meeting will take place if there is consensus about having this live meeting with the participants. This meeting includes the presentation of the e-book.

The Strategic Framework

The unicist strategy is a conscious planning process to achieve possible goals developing maximal strategies to expand one’s boundaries and minimum strategies to ensure profits. It integrates expansive and defensive strategies as a unit. The Unicist Strategy is an emulation of the evolution of nature in order to develop strategies in adaptive environments.

The unicist double dialectical approach allows defining interdependent strategies that permit achieving the goal of growing in adaptive environments. It enables the development of stable actions to expand in the environment.

Unicist Strategy is implicit in the triadic structure of the intelligence that underlies nature. It is based on the coexistence of a maximal strategy and a minimum strategy which are “contradictory” at an operational level but need to be integrated in order to generate growth and ensure profits simultaneously.

It is the framework for business growth, market growth, organizational strategies, development of situation rooms or for profit-improvement strategies.

Specific strategies are based on the input provided by the wide context scenarios and the restricted context scenarios.

Maximal strategies are designed to expand the boundaries of an individual or organization, while minimum strategies happen within the boundaries of an organization.

The Marketing Framework

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 market growth 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.

Managing the Root Causes of Growth and Profitability

Unicist concepts and fundamentals define the root-causes of problems and are the root-drivers of solutions. They allow defining what is possible to be achieved and developing maximal strategies to grow and minimum strategies to ensure profits.


The unicist approach to business is based on the research of the concepts that underlie business functions that allowed dealing with their nature, managing the root-causes of problems and the root-drivers of solutions to define structural business solutions that:

  1. increase significantly the effectiveness of business processes.
  2. allow expanding the boundaries of businesses without changing their concepts.
  3. reduce notoriously the costs.
  4. ensure the achievement of results


The concepts and fundamentals that underlie business functions are the root-drivers of their functionality. The eventual dysfunctionality of the fundamentals is the root-cause of the problems of a business function.

That is why concepts define the structure of any business function and drive its evolution. It has to be considered that the structure of the concept of a business function, that emulates the intelligence of nature, needs to be known to solve root-causes and uses root-drivers to build solutions.

Managing the Root Causes of Buying Processes

The reaction to any stimulus is based on an instantaneous projection of the pre-concept individuals have in their long-term memory (LTM) that is triggered by the conceptual short-term memory.

Thus, individuals are influenced by a stimulus if the “gist” of the message can be structured. That is why conceptual communication drives the buying process. The knowledge of the fact that concepts work as behavioral objects, allowed defining a universal segmentation model for buying processes.

Behind any buying decision there is a “Hard” need that establishes the wide context, a Life-style that establishes the restricted context and a Behavioral Segmentation that is integrated by a conceptual, a functional and a psychological segmentation to define the target of a communication.

Each segment is considered a “Universe”. It increases marketing effectiveness, accelerating the buying processes and saving energy. These objects produce basically three noticeable effects:

  1. They allow having the necessary critical mass to trigger the buying process.
  2. They accelerate the marketing process shortening the time between the marketing stimuli and the buying action.
  3. They save energy in the marketing process, which makes it more efficient.

Contact: n.i.brown(at)