Diana Belohlavek


Unicist Marketing: A Double Dialectical Approach

The unicist marketing approach is based on the fact that human actions are driven by the concepts people have. This implies that if the functional concepts individuals have are known, then their behavior can be predicted and influenced with a high level of accuracy.

Unicist Behavioral Marketing, also named Unicist Object Driven Marketing, is an application of the discovery of the structure of concepts that emulates the intelligence that underlies nature and defines the “nature” of things.

In the B2C market, the unicist approach is based on knowing the hard segments and the concepts that underlie the functionality of products/services and the potential buyers´ behavior. In the B2B market this approach is based on knowing the concepts of the business aspects that define the operational archetype of companies.

The application of Unicist Marketing is based on the use of maximal and minimum strategy actions to ensure the influence on buying decisions. These maximal and minimum strategy actions are applied in advertising, relationship building, promotions and sales closing processes. The unicist logical tools provide a framework to define these actions and monitor their functionality.

Unicist Press Committee

NOTE: The Unicist Research Institute has been, since 1976, the pioneer in using a unicist ontological approach to deal with complexity. It introduced a paradigm shift in sciences emulating the triadic intelligence of nature, integrating complexity sciences with systemic sciences. This research allowed developing unicist technologies to manage the complex aspects in the social, business and individual fields. https://www.unicist.org/turi.pdf


The Marketing Model of the Unicist Confederation

The Unicist Confederation is a multilocal-cooperative confederation that organizes the business arm of The Unicist Research Institute. The positioning of the Unicist Confederation is based on the use of objects, that emulate the organization of nature, and includes the three objects that integrate a system to sustain the introduction of unicist technologies in companies:

Marketing Model of the Unicist Cofederation1. Driving objects
2. Inhibiting objects
3. Entropy inhibitors

It has to be clarified that we consider each company is a market itself.

This information is public because we are interested in expanding the approach of emulating nature in the field of business worldwide. None of the information included in this document is confidential.

The Commercial System

1) The driving objects are given by the value propositions that are developed for a specific client. Their accuracy, functionality and the adequate timing define the success of our commercial action. They work as Commercial Objects.

To define a value proposition it is necessary to have sound knowledge of the market and the environment where this proposition has to work. Value propositions need to be written in business language.

2) The inhibiting objects help to ensure the functionality of our actions. They are defined in our Code of Ethics that establishes the framework of actions.

3) The quality assurance system inhibits the entropy to ensure the minimum strategy that sustains the effectiveness of the value propositions.

The Core of Success

The core of the success of innovative propositions is to have catalysts that accelerate buying decisions and gravitational objects that sustain the foundations of the value propositions.

About the Catalysts – Semantic Objects

The commercial/professional catalysts are accelerators that need to be able to increase the influence of the value propositions and have the necessary synchronicity to satisfy the needs of the clients.

The accelerator for the buying decisions of our clients is given by the conceptual framework of the solutions. The use of catalysts requires using ambiguous language in order to open a discussion space with the clients.

The catalysts of our business can be found at:
http://www.unicist.org/repo/
http://www.unicist.org/scientific-collaboration/

These catalysts can be used with professionalized organizations that manage the concepts of what they are doing and can go beyond the operational aspects. Our catalysts work just by reading their “prefaces”.

About the Gravitational Objects

Innovations need to be sustained by a gravitational force that gives them meaning. They are utopias or meaningless ideas if they do not have a gravitational force that sustains them. They need to work using subliminal communication.

The gravitational force that sustains our value propositions is given by the Paradigm Shift in Sciences that is introduced by the The Unicist Research Institute.
https://www.unicist.net/marketing/wp-content/uploads/2015/07/unicist-paradigm-shift.pdf

Conclusion

The value propositions are the drivers of the actions of the Unicist Confederation, the restricted context is positioned by the use of the available catalysts and the wide context is established by the paradigm shift in sciences.

In our commercial actions it is necessary to begin by establishing the gravitational force, which provides an authoritative environment. Then it is necessary to use the available catalysts before making concrete business propositions.

These value propositions are marketed using a model based on the use of the attributes of the image.

This requires that all the members of the Unicist Confederation need to have the knowledge of what the paradigm shift in science is, and be able to explain this shift in plain language.

Unicist Executive Committee

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/2015/07/turi.pdf


For Entrepreneurs: Empty Words Destroy Credibility

The reseach on the Unicist Ontology of Words showed how empty words drive pastime activities and how ambiguous words drive adaptive work in business. When a business uses mottos like “World leaders in their specialty” or “The power of our organization and the credibility of our people”, there are two possibilities:

  • They are ambiguous words to allow people to make their own interpretation
  • They are empty words because there is no content to sustain the motto

If they are ambiguous words, the motto can be proved and explained in few words using plain language.

On the other hand, if they are empty words, they pretend to drive the reader towards a fallacious conclusion. In plain language: empty words are lies.

The Unicist Ontology of Words’ Functionality (*)

Unicist Ontology of WordsInterpersonal written or spoken language requires the use of words which, according to their meaning, define the functionality of communication.

This description explains the functionality implicit in the use of words. The results of this research help individuals to diagnose reality based on the facts implicit in what is said.

Conceptually, based on their meaning, there are four different “types” of words:

  • Empty words: are those words that have no rational meaning in the context they are being used. They have multiple non structured meanings with no shareable purpose. Adjectives with no adverbial function are empty words.
  • Hollow words: are those words that are able to integrate in a unique sense the meanings given to them by emitters and receivers. In these words there is an implicit tacit purpose underlying.
  • Full words: are the words with a unique irrefutable meaning for those involved in a communication process. They are the solid container where hollow words fit in.
  • Ambiguous words: are the words having two different excluding meanings. One of the meanings is functional to the communication process and the other is dysfunctional.

(*) Excerpt from the book Unicist Standard Language by Peter Belohlavek.

The paradox is that non-institutionalized businesses need to build credibility based on their actions but instead tend to use empty words to position their activity. In plain language: bragging is part of their habits in marketing.

This destroys their internal and external credibility and drives them towards marginal markets that require a low cost – low value strategy. In these markets bragging is part of the rules of the game.

The use of empty words in marketing needs to be avoided. Empty words are necessary to develop the rituals to establish personal relationships and are part of the social small-talk. But their use when developing commercial messages destroys the credibility of the business. The first action to be done, when a new motto begins to be used, is to confirm and upgrade the content that sustains the motto. “Under-promise and over-deliver” is the core of credibility.

Diana Belohlavek

NOTE: The Unicist Research Institute has been the pioneer in using a logical approach to deal with complexity since 1976 and is nowadays the world leader in its segment. It has an academic arm and a business arm: https://www.unicist.net/marketing/wp-content/uploads/2015/07/turi-1.pdf


Benchmarking Nokia – Global Product Design to Grow

Nokia is a world leader in mobility, driving the transformation and growth of the converging Internet and communications industries.

Mobile technology is evolving extremely fast. Understanding how Nokia is managing this fast evolution in product development will give you a benchmark to understand the new paradigms.

We strongly recommend watching the interview with Mary McDowell – Nokia’s Chief Development Officer: http://www.youtube.com/watch?v=ySoUGLCYnJc

The question we would like to propose is how a market can be managed when the evolution of the technology is extremely fast.

In one week you will find a response to the question on this blog.

Access the unicist standard contained in the Unicist Business Search Engine:
http://www.unicist.com/

Request more information: n.i.brown@unicist.org

Diana Belohlavek
VP Knowledge Management
& Communication

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution. The applicative researches are based on the discovery of the Ontogenetic Intelligence of Nature and the consequent Unicist Theory of Evolution.

Unicist Strategy

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Learning from Procter & Gamble using the Unicist Standard

The notorious capacity of Procter & Gamble is given by the way it manages the social insertion of innovations.

We recommend watching the following two short presentations of Procter & Gamble at:

http://www.youtube.com/watch?v=ycMXZDybhlw

http://www.youtube.com/watch?v=x93YopVXJSM

Innovation is the basis for economic growth.  Essentially, countries, cultures, institutions, and individuals grow only in the fields where they are open to innovations.

The purpose of innovation is to overcome scarcity. That is why only people or cultures that have the will, find the way to overcome scarcity.  This is the cultural context that fosters innovation.

The driver of innovation is human creation. The word creation is used in the sense of recreation. Humans create based on the existing energy.

The maximal strategy of innovations drives towards the solution of a scarcity. Therefore innovative organizations have the perception that they add value to the environment. But this is only true if the minimum strategy is also fulfilled.

The minimum strategy implies inserting the innovations into the social capital of the environment. Social capital is defined by the strength of the bonds that integrate the members of a community.

Commercial innovations need to be only one step ahead of the habits of the environment. If they are more than one step ahead they fail, unless there is an extreme need and they are, implicitly, a “back to basics”.

In this field Procter & Gamble is a notorious benchmark.

Access the unicist standard contained in the Unicist Business Search Engine:
http://www.unicist.com/

Request more information: n.i.brown@unicist.org

Diana Belohlavek
VP Knowledge Management
& Communication

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution.

Unicist Strategy

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Benchmarking Procter & Gamble: Unicist Innovation

Procter & Gamble is a world leader in innovation. This allows learning from P&G how to manage innovation to make it successful in the markets.

The Unicist Standard includes a fundamental approach to deal with innovations that allows integrating fundamentals with technical analytical knowledge to produce successful innovations.

The question we are posing is: Which are the fundamentals of innovation?

You can find information on how Procter & Gamble deals with innovations presented by Robert Bob McDonald, COO of Procter & Gamble. There are two short presentations at:

http://www.youtube.com/watch?v=ycMXZDybhlw
http://www.youtube.com/watch?v=x93YopVXJSM

In one week you will find a response to the fundamentals of innovation on this blog.

Access the unicist standard contained in the Unicist Business Search Engine:
http://www.unicist.com/

Request more information: n.i.brown@unicist.org

Diana Belohlavek
VP Unicist Knowledge Bank

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution.

Unicist Strategy

If you would like to receive monthly information on this blog, please register here.

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Trends: Unicist Lifestyle Segmentation and Evolution

Unicist LifestylesLifestyle segmentation underlies human behavior. Lifestyles establish the parameters of normality and the “ethical mask” of a society. Describing the lifestyles of a country permits establishing the limits within which segmentations can work. Only in the case of basic human needs lifestyles are not a limit but only a gravitational force.

The unicist lifestyle segmentation is analogous to the VALS segmentation of SRI. But, while VALS uses psychology to segment people according to their distinct personality traits, Unicist Lifestyle Segmentation uses anthropological invariables and country archetypes to segment people.

Unicist Lifestyles

Lifestyles are the archetypical behavior patterns of a society and its members. These archetypes serve a group as automatisms to carry out the everyday activities that are functional to that society’s purpose.

Hence, lifestyles are the result of the integration of a society’s collective unconscious with its archetype, which define different ways of facing reality.

Archetypes resolve the weaknesses of a social group by turning uncertainties into assertive answers which guarantee the success of individual and social purposes.

An individual’s lifestyle makes him acceptable and functional to the society’s needs. It also allows him to find groups of identification across different cultures or communities.

Access the unicist standard contained in the Unicist Business Search Engine:
http://www.unicist.com/

Request more information: n.i.brown@unicist.org

Diana Belohlavek
VP Unicist Knowledge Bank

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution.

Unicist Strategy

If you would like to receive monthly information on this blog, please register here.

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Using the Unicist Standard to learn from Unilever

Unicist Object Driven Leadership is a back to basics. The concept of leadership is defined by the integration of Authority, Participation and Power. This is self-evident. But the question is: Which are the Fundamentals of Leadership?

In the following lines you will find an answer to the question posed in this blog last week:  http://unicist.net/management/benchmarking-unilever-unicist-object-driven-leadership/

Objects sustain the power of leaders avoiding to exert such power. In this sense, objects work as:

1) Drivers to make things happen
2) Catalysts to accelerate action
3) Inhibitors, working as a non-exerted dissuasion power
4) Gravitational forces of leaders’ authority

Using Unicist Object Driven Leadership you will be accessing a new world, which is at the same time a back to basics. It implies producing more results and being a natural leader in all those fields where you can integrate your personal action with the use of institutionalizing objects.

The basics of leadership

Leadership is based on the need to sustain one’s authority. The participation of others is a condition of leadership. A leader is such because s/he is followed. Therefore, in terms of the Unicist Logic, Participation is the active function of leadership and the energy conservation function is given by the Power a leader has to impose her/his authority. But this is a sort of paradox. The energy conservation function is given by the power the individual “does not use”. If the power is used it consumes energy and, in fact, a double amount of energy, because:

1) To impose something there is a need to exert power and consume energy.

2) When power is exerted, authority is being lost, because it means that the authority of the individual has not been accepted. And in this case, an additional amount of energy must be invested to reconstruct the value of the authoritative role.

Participation poses another paradoxical dilemma:

1) When the authority of the leader is extreme, for example a religious leader, the participation is not possible.

2) When the participation is extreme, there is no possibility to accept an authoritative role.

This solution is contraindicated for absolutist, subjectivist, fundamentalist and anarchic leaders.

Access the unicist standard contained in the Unicist Business Search Engine: http://www.unicist.com/

Request more information: n.i.brown@unicist.org

Diana Belohlavek
VP Unicist Knowledge Bank

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution.

Unicist Strategy

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The Unicist Standard needs to be a Rolls-Royce

Benchmarking Rolls-Royce is necessary for all those products or activities that are considered prestigious by the community and that need to sustain their seeking for perfection to achieve their credibility in the market.

In the following lines you can find the answers to the questions posed in this previous post:
http://www.unicist.net/partners-news/benchmarking-is-the-unicist-standard-a-rolls-royce/

A Rolls-Royce is an extremely prestigious car because it has extreme functionality, quality, added value and reliability.

The integration of these four extreme characteristics makes its positioning as a prestigious car possible.

The purpose of a “Rolls-Royce” is to satisfy the feeling of having achieved perfection. Perfection is considered as something that satisfies 100% the expectancy of the buyer. This means that a “Rolls-Royce” satisfies the needs of the buyer considered as an individual, as part of a group and within her/his social environment.

Every activity or product that requires perfection, in the above described sense, needs to position as a “Rolls-Royce”.  This can be frequently seen in medicine, in politics, in strategy, and in all those fields where the value added is extreme and extreme reliability is expected.

The extreme functionality mentioned above has two aspects. It has to be extremely functional as a device but also extremely functional in its operation. This implies that no one can expect a superior functionality in the market.

The need for extreme quality implies extreme quality assurance and extreme control. Thus reliability and extreme added value are sustained.

Therefore the process of Rolls-Royce building includes an extremely strict concept, its update in the field of scientific possibilities, the management of all the techniques necessary to achieve perfection and last, but not least, the necessary art to make the perfection perceivable by the community.

Rolls-Royce building and positioning is not a question of choice. It is a question of beliefs. But it needs to be said that this does not guarantee success in business.

Access the unicist standard contained in the Unicist Business Search Engine:
http://www.unicist.com/

Request more information: n.i.brown@unicist.org

Diana Belohlavek
VP Unicist Knowledge Bank

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution.

Unicist Strategy

If you would like to receive monthly information on this blog, please register here.

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Benchmarking Unilever: Unicist Object Driven Leadership

Unilever is a world leader that manages leadership based on an institutional approach. The nature of leadership defines how organizations integrate hardware, software and peopleware.

The Unicist Standard in leadership deals with Object Driven Leadership that allows leading without needing to exert power but in extreme chaotic situations.

The key is integrating the authority of the leader with an adequate participation within a context of power.

But the question here is:  Which are the fundamentals of leadership?

You can find the information on the nature of leadership presented by Unilever’s Global Head of HR, Sandy Ogg, who reflects on the recent changes and directions at Unilever and the role of HR and Leadership: http://www.youtube.com/watch?v=fMcHnabCNXo

In two weeks you will find a response to the fundamentals of leadership on this blog.

Access the unicist standard contained in the Unicist Business Search Engine:
http://www.unicist.com/

Request more information: n.i.brown@unicist.org

Diana Belohlavek
VP Unicist Knowledge Bank

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution.

Unicist Strategy

If you would like to receive monthly information on this blog, please register here.

Follow us on twitter