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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.


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:

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

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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

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.


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

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.


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.


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

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.


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

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.


The Functionalist Principles of Image Building

The image of a business is the catalyst of the actions of the organization that influences both the external and internal environments. It works as a generic catalyst that establishes the framework of all the activities of an organization.

The image of a business activity, being it a for-profit or non-profit organization, defines its perceivable attributes that establish its identity. Image is fully dependent on the perceivable aspects of a business.

This image of the business requires being sustained by a structural trend, which provides the gravitational force that makes the image meaningful, and a catalyst, which establishes the validity of the framework that sets the feasibility, efficiency, and acceleration of the business actions.

The gravitational force of the image of a company is based on the transcendent values the organization has. Transcendent values are those that sustain the permanence of the activities of the organization in time and provide its social added value.

The catalyst is given by the greater good actions that establish the framework of the value added by a company.

The image as such is sustained by the promises that are implicit in its attributes and the reliability of the actions of the organization. These aspects define the identity of the company that defines its existence, its doings, and its appearance. Participate

Martin Alvaro
The Unicist Research Institute

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.