Empty Space Building


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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