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Unicist Corporation

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Unicist Strategy: Commercial Binary Actions

The learning from nature allows developing skills that can be applied in everyday life. What can be learned from these videos is that the development of binary actions requires understanding the environment and designing the necessary binary actions that maximize the probability of success.

In the field of business, the quality assurance of this process is given by the development of pilot test until the strategy is found and the use of destructive tests to expand the boundaries of its application.

Dolphins:

The advanced hunting strategy of a dolphin

Lions:

Alone, big cats aren’t much of a match for their prey. But when they team up, lion prides pack a punch.

Chimps:

David Attenborough walks us through a group of chimpanzees on the hunt for a monkey.

I hope you can make the essential analogies to profit from these experiences.

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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Binary Actions in Marketing Processes

Synthesis

Commercial binary actions are two synchronized actions that expand markets while they ensure their results. They were developed to accelerate market growth by managing actions to install maximal strategies to grow and minimum strategies to ensure results.

Binary actions empower the value of processes while they diminish their costs. They use catalysts to expand the boundaries of solutions and business objects to accelerate processes and ensure their functionality.

Binary Actions Exist since Living Beings became Intelligent

Binary actions are part of human adaptive behavior. They also exist in the behavior of animals. Binary action is an action that maximizes the achievement of results by using the influence of the environment to do something. Using the context to do things is part of natural human intelligence. The core is being able to anticipate the consequences of what is happening in the context.

Unicist Binary Actions

Every action of the context of an activity influences the possibilities of some actions and inhibits others. Smart people only develop adaptive actions when the context makes them possible.

The research of Binary Actions

The first stage of the research at The Unicist Research Institute was focused on how this integration of context and actions works and how it can be emulated to develop binary actions based on the development of a restricted context that sustains the achievement of results. This drove to the discovery of the structure of social gravitational forces and catalyst that apply in all the fields of human behavior.

unicist binary actions

The second stage of the research was to find a way to develop binary actions that allow influencing people without generating reactions or change resistance.

This stage, integrated with the previous stage, drove to the development of binary actions to influence people by understanding the concepts that drive their actions. This knowledge established a new stage in the management of adaptive systems and environment.

The Building of Binary Actions

In marketing the use of binary actions is driven by the use of catalysts that generate a space in the market by satisfying latent needs, accelerate buying processes and install “hope” in the mind of potential buyers.

Supply driven markets, differentiated products or services and innovative value propositions require necessarily the building of catalysts when they are not available in the environment.

A self-evident catalyst in marketing processes is the brand power that sustains a value proposition. This is an artificial catalyst that is built by an organization to install attributes in the mind of the potential customers to sustain the marketing process.

Influencing customers requires using unicist binary actions that include the drivers and catalysts of buying processes. The unicist conceptual marketing approach uses binary actions based on the root causes of buying processes, which are influenced using catalysts.

Binary actions ensure fluent communication. Their use allows emulating the structure of buying processes to manage their dynamics and evolution.

The binary actions require using catalysts and marketing drivers in a synchronic way that accelerates buying processes.

Unicist binary actions are driven by the development of marketing actions according to the types of the products and services proposed and the segments of buyers.

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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Sponsor Building in B2B Marketing

The B2B marketing process of differentiated and innovative products / services requires the integration of sponsors. This B2B marketing process includes the participation of 4 basic roles:

  1. The decision makers
  2. The users
  3. The gatekeepers
  4. The sponsors

There are two alternative paths to introduce a new proposition:

  1. The approach to decision makers, which is the natural path when the value proposition implies a systemic use that includes different functionalities.
  2. The approach to users, which is the natural path when the innovation introduces notorious benefits for the user.

The gatekeepers have a significant role by ensuring the convenience of the new value proposition. They need to be addressed by providing the necessary proofs of the need of the solution and the convenience of its adoption.

The role of the sponsor is to endorse the differentiated or innovative value propositions. To endorse a value proposition, it is necessary to be aware of its functionality. Sponsors of B2B marketing processes have two roles:

  1. To introduce value propositions, which is the case of recommenders.
  2. To endorse the value propositions after they are perceived as necessary.

It has to be considered that the members of the organization that proposes differentiated or innovative solutions need to be the first witnesses that sponsor the value propositions.

The Sponsor Building Process

The possibility of building sponsors is fully related with intrinsic characteristics of the value propositions and of the institution that is proposing them. The basic condition for having sponsors is defined by the existence of a greater good that underlies the value propositions.

This is evident in the sponsoring of sports, arts, or science, but not so evident in the sponsoring of differentiated or innovative B2B value propositions.

The greater good

This requires that the organization that is proposing these innovations is truly sustained by this greater good. The greater good has to be perceived as being underneath the value proposition without being part of it.

Sales agents must witness this greater good when the value propositions are proposed. The greater good provides the benefits for the clients, the sponsors and the providers.

The catalyst of sponsor building

The greater good is only believable if the organization includes a reference group that sustains or builds the greater good, which has to be noticeable in the market. The reference group needs to be recognized by its deeds in the market and is the “intangible” influencer to build sponsors.

The building of sponsors is immediate when the greater good is notoriously differentiated and the reference group is consistent.

The next step to build a sponsor is the establishment of the possibility of a complementation. This requires the development of a sort of pilot test that allows potential sponsors to experience the solution that is being proposed.

Sponsoring implies sharing the benefits of the greater good that sustains the value propositions. This experience establishes the starting point that has to be followed by actions that transfer solutions to the client and sponsor to share the benefits of the greater good.

This drives towards the building of a functional reliability, which needs to include the development of personal relationships among the participants. The participation in exchange spaces with clients builds an environment that helps to maintain the relationships with clients and sponsors.

Sponsors can exist when there is a stable relationship between the members of the organization that proposes the differentiated or innovative value propositions and its users. This relationship requires that the provider has ongoing activities that open the expectation of possibilities of upgrades of the value propositions in the future.

Based on the research on decision making led by Peter Belohlavek at The Unicist Research Institute.

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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Unicist Testing Rooms for B2B Marketing

The unicist testing rooms were designed to manage on-line  the commercial processes of differentiated value propositions with  prospective customers or clients. They are based on exploring what is possible to be achieved, the root-causes of the solutions and the clarification of how the solutions work.

The Coronavirus-crisis introduced, in one step, the 4th Industrial Revolution in the field of B2B marketing. It generated the shock of integrating virtual communication as a core pathway to generate value.

The new stage drove to the substitution of Showrooms and Demos by Unicist Testing Rooms, which are virtual teamwork spaces with potential customers.

This changes the role of salesmen/women, account managers and professionals in order to be able to work using virtual communication to manage marketing and close sales.

It uses the differentiation of the value propositions, their reliability and their transparency to generate a space where B2B sales can be “produced” using maximal and minimum strategies materialized in binary marketing actions that include the use of catalysts.

This is one of the operational tools that sustain the building of countercycles in the B2B market.

Unicist Press Committee

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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Developing an Influential Impact for the Generation of Interest

When communicating, selling an idea, a product or a service, the generation of interest is a core aspect in which an initial unilateral action needs to become an influential adaptive process to be successful. Developing an influential impact is the driver for the generation of interest. There is no possibility of generating any interest in an idea, product or service if there is no influential impact to make it possible. Understanding the root drivers of an influential impact can help design the architecture of communication strategies and design the way to test such strategies in action.

The research on the nature of influential impacts in communication processes that was led by Peter Belohlavek at The Unicist Research Institute shows that there are three essential root causes that define the success or failure of a process.

They define the necessary threshold that needs to be achieved to generate a critical mass in the process of influence and generation of impact. These root drivers are: the expectation of a need satisfaction, the creation of an ambiguous influential message that works as a catalyst in the communication process and the existence of a gravitational influence that works in a subliminal way to sustain such impact.

Every process of building an influential impact starts with contrasting the expectation of need satisfaction of the receiver with a specific proposal. If there is a consistent promise to the unsolved, the proposal falls into fertile soil, generating a high influential impact. This expectation is related to unsolved problems to which the message can turn out to be complementary. What is the expectation to satisfy which need? How does an idea/product/service solve the problems implicit in these needs? The relation between needs, fears and weaknesses is a taboo. On the surface, we all speak about their effects, but it is not legitimate to talk about them. So, how to develop a successful communication in this context?

To generate an influential impact, without overexposing what is behind the needs, ambiguous language needs to be used. This ambiguity in the message is what allows the prospect to discover the functionality of the proposal. Ambiguity works as a catalyst to accelerate the influential process. Paradoxically, avoiding the use of ambiguous language for the opening of a communication process, inhibits the building of a bridge between the emitter and the receiver.

On the other hand, the research shows that in the building of an influential impact, the use of a gravitational influence is what sustains the validity of the propositions. “A typical object that works as a gravitational object is the brand. Brands as gravitational objects work when their attributes sustain the critical mass of the value propositions. This means that the brand needs to have attributes that make the value proposition be perceived as extremely aesthetic, having an extreme influence as a leader and an extreme credibility.”

Among many other applications, the research on the building of an influential impact stimulus opened new doors for the understanding of how the root causes of buying process influence the different segments of buyers and users of products and services. In this field, the use of segmentation and pilot testing technologies became an essential tool to process the feedback to learn how to improve the effectiveness of segmented communication processes.

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The Universal Segmentation of Human Behavior

The unicist approach to human behavior and communication is based on the fact that human actions are driven by the concepts they have. Therefore, any time an influential communication is posed, the “Conceptual Short-Term Memory” (CSTM) becomes activated to apprehend the “gist” of the message.

This apprehension is based on an instantaneous projection of the pre-concept individuals have in their long-term memory (LTM). Thus, individuals begin to access the message that is finally transformed into functional knowledge if the “gist” can be structured.

The knowledge of the fact that concepts work as behavioral objects, allowed defining a universal segmentation model of human behavior. The Unicist Semiotic Research Methodology was developed to define the perception of communications in order to be able to segment accurately.

Behind any communication 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.

Learn more: https://www.unicist.net/marketing/unicist-segmentation

Diana Belohlavek

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/2017/05/turi-1.pdf

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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.net/marketing/wp-content/uploads/2017/02/turi-1.pdf

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Internet B2B Marketing – Unicist Advertising

Unicist advertising is based on double dialectical communications that integrate the objective of stimulating the need of a solution that is being proposed with the confirmation that the credibility is ensured.

This type of advertising requires the existence of differentiated value propositions that propose new solutions, which may imply structural or functional differentiations or innovations.

This approach is basically simple when using Internet advertising because it enables giving simultaneous double messages that awaken the interest of potential buyers using segmented media and one to one communication as vehicles.

On the one hand, it is necessary to stimulate the perception of the aesthetics of the proposal that requires that the solution becomes perceived as necessary, desirable and essentially harmonic. On the other hand, the credibility of the solutions has to be made tangible.

These processes have to happen in an ambiguous environment in order to allow the prospects to project their needs on the communication that is being published.

This needs to occur within the context of image driven marketing, which uses the attributes of the products and of the institution to catalyze buying processes.

The double dialectical communication requires managing the conceptual segmentation of the market. It requires using semantic objects to install the knowledge on the differentiations or innovations and commercial objects to influence the buying processes.
http://www.unicist.org/scientific-collaboration/#Marketing

This technology is necessary to build virtual marketplaces in B2B markets. A variation of this approach is also used in B2C markets.

Diana Belohlavek

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/2016/10/turi.pdf

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The Magic of Bestsellers

BestsellersBestsellers are such because they use pastime language and allow readers to project all the bad feelings on the book.

The unicist standard for future research allows making inferences from particular facts to universal conclusions based on the homology of their fundamentals.

The nature of bestsellers is that they respond to the needs of a culture including those who appear to have anti-establishment views. Anti-establishment bestsellers in fact just expose the implicit weaknesses of the strengths of a society.

Cultures that naturally follow bestsellers are comfortable in their conservatism. That is why bestsellers are attacked by anti-establishment intellectuals.

The influence of bestsellers is a hard indicator of the level of conservatism of a culture when developing country scenarios. The need to project the bad feelings and introject the good is the natural need of a conservative person.

Peter Belohlavek

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/2016/10/turi-1.pdf

 

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The Next Stage in Marketing: Unicist Customer Profiles

The unicist logical approach to marketing allowed developing a profiling technology that allows beginning with the hard characteristics of a segment, integrating the functional, psychological, conceptual and lifestyle segmentations to define the customer profile that allows dealing with a segment based on predictors and observable characteristics.

Unicist Market SegmentationThe Unicist Object Driven Marketing Technology for B2C requires the definition of the different segments that integrate a market. It has to be considered that each segment needs to be managed as an “independent” universe in terms or marketing, although it is interdependent with other segments.

This implies:

  1. Having the functional concepts that are defined by the operational attributes of the product/service.
  2. Having the psychological segmentation based on conceptual psychology that allows defining the relationship the buyer establishes with the product/service and the vendor.
  3. Having the essential attributes of the product/services that define the concept of the value proposition.
  4. Knowing the lifestyle, based on conceptual anthropology, that works as a limit for the value propositions.

Customer Profiles

The use of customer profiles begins with the approach to the segments that are natural buyers of a product/service and continuing the expansion based on the adjacency of segments.

This allows making an object driven approach based on the goodwill a value proposition includes and the proximity to the actual needs of the participants of a market.

Peter Belohlavek

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/2015/09/turi.pdf

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