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Designing B2B Bestsellers using Functionalist Principles

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

NOTE: The management of the root causes of problems became possible due to the discovery and development of the functionalist principles that allowed accessing them. Access

Research Institute: www.unicist.org
Collaborative Corporate Partnering: www.unicist.net

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The Development of Virtual Promoters in Fashion Retail

The use of virtual promoters in virtual retail spaces in multi-brand shops has been developed as a solution for brands that do not represent the 1st choice in a category.

The objective of virtual promoters. based on the use of videos. is going beyond the characteristics of the products by matching the buying argument of the potential consumers.

These videos are designed based on a passive influence strategy which fosters a pleasurable perception of the use of the products by satisfying the basic needs of buyers in an environment of implicit social acceptance in the reference groups of the consumers.

As there is no strong brand influence, it is necessary to make the product attributes noticeable through multimedia videos that use the power of the semiotics of images, words, and sound.

The core of the success is to avoid having an active influence while enhancing the seduction through ambiguous messages that open possibilities in the field of social identity of the potential buyers.  

The use of QRs as an access point is functional in the segment of smart-phone users.

The core of the success is based on the word-of-mouth strategy that fosters the participation of consumers in social networks that make them perceive a notorious perception of subjective value. The use of the promoters in social networks is part of the strategy.

It takes some time until a company adopts the integration of passive influence driven virtual promoters. The success is measured in sales and expansion of the value of brands. 

The use of virtual promoters increased 30% sales effectiveness in multi-brand shops.

Martin Alvaro
The Unicist Research Institute
Partnering

NOTE: The functionalist principles developed at The Unicist Research Institute allow managing the functionality of business processes and developing unicist binary actions, business object and catalysts to make them work.

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Manage the Functionalist Principle of Relationship Building

We invite you to explore the benefits of simplifying relationship management by using functionalist principles. Your comments on this article are welcome.

The purpose of relationship building is to establish a complementation between two or more people. This applies to all types of relationships, whether they are familiar, personal, business, or social relationships.

The active function of relationship building is the demonstration of the existence of a functional value, which means that the participation of the person who is building a relationship is necessary.

The energy conservation function is the existence of a personal common space that can be shared.

The binary actions of the process are, on the one hand, the demonstration of the value that is being added and, on the other hand, the finding of a personal common goal that integrates the participants.

Martin Alvaro
The Unicist Research Institute
Partnering

NOTE: The functionalist principles developed at The Unicist Research Institute allow managing the functionality of business processes and developing unicist binary actions, business object and catalysts to make them work.

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The use of Sales Cobots to influence Buyers during Buying Processes

Sales cobots adopt multiple shapes. They are basically catalysts that open possibilities by approaching the actual and latent needs of prospective customers and open their minds to accept a value-adding proposition of something that is needed. They are based on the use of synchronized binary actions that avoid the natural reactions produced by univocal actions.

It has to be considered that the use of binary actions is a natural process of any salesperson. It implies developing an action to open possibilities, or finding a context that opens them, and then developing the action that allows closing a selling process. This happens during the different stages of selling processes when we are in the field of rational buying.

This requires having the necessary empathy to understand customers, a strategy to develop these binary actions, and using catalysts that influence and accelerate buying decisions. The discovery of the functionalist principles that define the buying argument of people allowed defining the complementary sales arguments.

Sales Cobots are based on Buying and Selling Arguments

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 functionalist principles of this buying argument are 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 development of selling arguments is simplified using the unicist functionalist design based on the input of the information of the buying argument of a specific segment.

The research of the buying argument requires:

  1. Knowing the functionality of the product in the specific segments
  2. Knowing the concept people have of the solution they are buying
  3. Knowing and understanding the implicit objections of the segments
  4. 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.

Conclusion

Sales cobots are built to influence customers in real time using the necessary media to be able to work during the buying processes. They use the media that are functional to open the possibilities of sales processes and imply the establishment or management of the relationship with the customers while it opens the possibilities for closing sales. 

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

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The use of the Functionalist Approach to Marketing

The functionalist approach uses the functionalist principles of marketing processes to build synchronized binary actions to ensure results. Functionalist marketing is based on managing the root causes of buying processes and the use of binary actions, catalysts, and marketing objects to influence and accelerate buying decisions.

It was demonstrated that while 100% of the successful marketing actions were sustained by synchronized binary actions and catalysts, 100% of the failures had insufficient catalysts. The use of binary actions and catalysts is a must in marketing.

The research on the functionality of human intelligence, developed at The Unicist Research Institute, allowed demonstrating that people’s actions are driven by the concepts they have in their mind.

This led to the development of unicist marketing strategies that use functionalist marketing technologies.

What for?

The functionalist approach optimizes the functionality of marketing processes using binary actions, such as:

Brand Building Binary Actions (B2B-B2C)
Market Positioning Binary Actions (B2B-B2C)
Sales Binary Actions (B2B-B2C)
Promotion Binary Actions (B2B-B2C)
E-commerce Binary Actions

The Functionalist Principle

The functionalist principle defines that there is nothing in the universe, which is part of a system, that does not work with a purpose, an active and entropic function, and an energy conservation function. Their interaction defines the functionality of the binary actions that make functionalist principles work.

The discovery of the functional structure of binary actions made the systematic design of synchronized binary actions possible, which simplified and ensured the results of business processes.

The Power of Binary Actions

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 intuitively used by those who need to achieve results.

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.

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

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The Functionalist Approach to Sponsor Driven Marketing

Sponsor driven marketing is necessary to introduce highly differentiated products or innovations in a B2B market. It requires initiating the processes by developing sponsors in the companies that really know the benefits of the differentiation or innovation.

The purpose of sponsor driven marketing is the establishment of sponsors to acquire new customers / clients and build stable relationships with them.

It is necessary to use binary actions that include, on the one hand, a catalyst that is functional to the category of the products or services that are being marketed and, on the other hand, a driver that corresponds to the buying argument of the segment that is being approached.

This model allows sustaining innovative markets where the technologies and value propositions evolve in time.

It is based on sharing a greater good with the potential sponsors and giving them access to a reference group, while developing a personal relationship with the sponsors and customers.

This strategy is based on a passive influential approach that allows the sponsors to have a pleasurable anticipation of what is being proposed.

The Unicist Logic allows managing the Buying Arguments of Customers

Experience an app of the use of the unicist logical approach on your phone www.unicist.net/bees

The unicist logic allows defining the functionality of the selling argument that needs to be complementary with the buying argument of the customers.

It requires managing a segmented strategy based on the different buying arguments of the potential customers. These segments need to be integrated by a concept that works as a catalyst of the sponsor driven marketing process.

The development of this strategy requires satisfying the basic and instinctive needs of the sponsors. These needs are the drivers of the sponsoring activity and ensure their social recognition. This makes the development of sponsors possible.

The minimum strategy to build sponsors requires providing the knowledge that sustains the value proposition that must fit into the greater good that is shared.

This knowledge has to be meaningful and needs to be transformed into figurative communication, for example metaphors, to be accessible for all. It requires managing the ambiguous meaning that underlies the integration of the greater good with the value propositions..

Martin Alvaro
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

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The Use of Intelligent Marketing Cobots

Unicist Intelligent Marketing Cobots are collaborative robots that manage the functionality and operation of marketing processes. Their process is based on the use of binary actions to influence buying decisions.

B2C and B2B markets require different types of processes. Cobots apply to virtual, face-to-face and store marketing processes.

The intelligent marketing cobots became possible due to the development of the Unicist AI, which is a fundamentals-based AI, and the use of binary actions installed in marketing objects that ensure the generation of results. Cobots are based on the functional rules of the unicist logic to build functional solutions.

In marketing, there are two possible uses:

  1. Backward integration cobots, to sustain the marketing decision processes.
  2. Forward integration cobots, to transform decisions into intelligent automated actions.

The Unicist AI manages the different aspects that are part of marketing processes. They are based on a functionalist approach to marketing.

Cobots use the functional structure of specific markets, indicators and predictors to adapt, and the logical rules of the Unicist AI. When big data of potential customers are available, these cobots include data-based AI as a complement to fundamentals-based AI.

Unicist cobots enhance marketing effectiveness. According to their use, they include different levels of adaptability and intelligence, but all types of cobots include the delivery of the necessary functional knowledge.

Martin Alvaro
Partnering

NOTE: The Unicist Research Institute (TURI) has been the world leading private research organization in its segment since 1976. www.unicist.org

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Binary Actions work in Marketing Objects

The unicist marketing technology has been developed to include the binary actions in marketing objects that drive the buying processes to ensure the critical mass of the value propositions. These objects might be physical or virtual.

These objects, which include the binary actions produce basically three noticeable effects:

  1. They allow having the necessary critical mass to trigger the buying process
  2. They accelerate the marketing process to shorten the time between the marketing stimuli and the buying action
  3. These objects allow saving energy in the marketing processes which makes them more efficient

Binary actions are included in commercial, semantic and branding objects. Their definition makes their use evident:

Commercial Objects

Unicist commercial objects are implemented to install ideas in the mind of the potential customers. The purpose of a commercial object is to install “hope” in the mind of potential customers. The active function of a commercial object is to awaken interest in the value proposition that has been developed to satisfy latent needs.

Semantic Objects

Semantic objects are used to install meaningful knowledge in the market. They are necessary to sustain differentiated or innovative value propositions. Semantic objects are linguistics communications, in a written or verbal format, that have the power to install meaningful knowledge in the long-term memory of an individual.

Branding Objects

The objective of brands is to have a power that allows influencing buying decisions. Branding objects are commercial catalysts that may have conjunctural, specific, systemic, or generic functionality. The purpose of a branding object is to foster an unidentified buying intention (goodwill) in the mind of the potential buyer. Brand power is a catalyst of the drivers of the marketing mix. 

Martin Alvaro
Partnering

NOTE: The Unicist Research Institute (TURI) has been the world leading private research organization in its segment since 1976. www.unicist.org

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Cobotization of B2B Marketing Processes

The development of B2B marketing cobots expanded the possibilities for generating leads and influencing buying decisions. These cobots are a consequence of the discovery that human actions are driven by the concepts people have in their minds and that buying decisions are driven by the concepts people have about what they are acquiring.

To avoid dysfunctional reactions, the approach to concepts requires developing binary actions, which are two synchronized actions that aim at the concept customers have in their minds.

These synchronized actions have two functions: on the hand, they open possibilities in the mind of the buyer and, on the other hand, they satisfy their needs.

Backward Integration Cobots

The backward integration cobots provide the information on the segments that are being approached, the marketing objects that will be used and the sequence of the actions that need to be done to generate leads or influence buying decision. These marketing objects include:

  1. Catalyzing Objects: that open possibilities and accelerate buying decisions.
  2. Commercial Objects: that install ideas in the mind of the potential customers.
  3. Semantic Objects: that install meaningful knowledge in the market.
  4. Semiotic Objects: that guide and influence buying processes.
  5. Branding Objects: that have power to influence buying decisions.

Backward integration marketing cobots include the logical rules that allow managing the concepts the potential customers have in mind and use Unicist AI to establish the adaptive binary actions that need to be developed.

Forward Integration Cobots

The forward integration cobots communicate with the market, manage their feedback, and provide adaptive automation in marketing processes. They use the information provided by the backward integration cobot and develop the binary actions that are needed to generate results. They include:

  1. An automation module that integrates the different functions of the marketing process.
  2. A communication and quality assurance module that ensures the functionality of the process.
  3. A learning module that drives the upgrade of the marketing processes.

The use of cobots in B2B Marketing significantly expands the scope of actions and ensures the quality of the relationships that are built while it generates results.

Access: www.unicist-systems.com/unicist-business-cobots

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

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Using Unicist Binary Branding Actions to Generate Leads

The generation of leads in B2B businesses requires simplifying the process by developing binary actions to install attributes in the mind of potential buyers. The use of adaptive automated communication, based on the institutional and product attributes requires managing segmented communications.

About Brands

The objective of brands is to have a power that allows influencing buying decisions. Branding objects are commercial catalysts that may have a conjunctural, specific, systemic or generic functionality.

About Unicist Branding Objects

The purpose of a branding object is to foster an unidentified buying intention (goodwill) in the mind of the potential buyer. Brand power is the catalyst of the drivers of the marketing mix (catalysts are not part of a system).

As a catalyst, the brand power has two possibilities:

  • It has the necessary critical mass to generate a buying intention in the mind of a person.
  • It cannot achieve the necessary critical mass. In this case, its use generates a paradoxical effect, because it either installs doubts in the mind of the potential buyer or it generates suspicion. Therefore, in this case, the potential catalyst transforms into an inhibitor.

Branding objects have two different functions.

  • Install product/service brand attributes: When they install the necessary product/service brand attributes they are fostering concrete buying intentions.
  • Install institutional image attributes: In order to be credible and work as branding objects, they need to install institutional image attributes.

Institutional Branding

Institutional branding is based on the institutional reliability, the consistency of its actions and the consistency of the implicit ideology of the institution.

There are two categories of institutional branding objects:

  • Positioning Objects
  • Participation Objects

Product / Service Branding

Product / Service branding is based on the attributes of the products or services. It is based on their unique technological aspects, their valuable uniqueness and their differentiated uniqueness that makes them “outstanding”.

There are two categories of product / service branding objects:

  • Benchmarking Objects
  • Influential Objects

The first active action in Object Driven Marketing, after the segments and the customer profiles have been defined, is the use of the Brand Power by using branding objects. Branding objects work as catalysts, which require using subliminal communication to avoid generating paradoxical results.

The purpose of the branding objects will have been achieved when the potential buyers enter a comfort zone where the commercial objects can work smoothly.

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

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