The Unicist Research Institute

Unicist Causal Approach to Customer Relationship Management (*)

December 17, 2024 in Unicist Confederation tagged Peter Belohlavek / The Unicist Research Institute / Unicist Binary Actions / Unicist Causal Approach by The Unicist Research Institute

The unicist approach to CRM enables dealing with the causality of buying processes. The core of this approach is to segment people based on their comfort zones, which allows the development of two levels of communication, one that deals with the management of the comfort zone and one that allows addressing the buying arguments of potential customers.

This requires knowing the functionalist principles of the products and services and the binary actions that make them work. The buying process is inhibited when the comfort zone is not being addressed.

This leads to more effective marketing, higher conversion rates, and ultimately, stronger customer relationships. In summary, the unicist approach to CRM represents a highly effective strategy for managing customer relationships.

The Unicist approach to Customer Relationship Management (CRM) simplifies the traditional way of understanding and managing customer relationships by focusing on the causality of buying processes. At the heart of this approach is the segmentation of individuals based on their comfort zones.

This segmentation is crucial because it acknowledges that different people have different thresholds of comfort when it comes to making purchasing decisions. By identifying these comfort zones, businesses can tailor their communication strategies more effectively, engaging potential customers in a manner that resonates with their personal preferences and predispositions.

The unicist approach introduces a dual-level communication strategy. The first level focuses on managing the comfort zone of potential customers. This involves creating a sense of safety and familiarity, ensuring that interactions do not push potential customers outside of their comfort zones prematurely.

The second level of communication is designed to address the buying arguments of potential customers directly. This is where the functionalist principles of the products and services come into play.

Understanding these principles allows businesses to articulate the value proposition of their offerings in a way that aligns with the conceptual framework and needs of their customers.

To implement this dual-level communication effectively, the unicist approach employs binary actions. These actions are essentially two-step processes designed to first engage the customer within their comfort zone and then gently guide them towards making a buying decision.

The first action in the binary sequence is geared towards establishing a connection and building trust. The second action leverages the functionalist principles of the product or service to address the specific buying arguments of the customer, highlighting how the offering can meet their needs or solve their problems.

Understanding the functionalist principles behind products and services is fundamental to this approach. It requires a deep dive into the nature of the offering, identifying not just its features and benefits, but also the underlying principles that make it valuable to the customer. This understanding forms the basis of the binary actions, enabling businesses to communicate more effectively and persuasively with potential customers.

By focusing on the causality of buying processes and employing a dual-level communication strategy based on comfort zones and functionalist principles, businesses can significantly enhance their engagement with potential customers.

(*) Developed with the Unicist Marketing Lab

The Unicist Research Institute

Interest Group Building is the New Stage of Social Networks to Expand Markets

July 13, 2023 in Unicist Confederation tagged Conceptual Segmentation / Diego Belohlavek / Peter Belohlavek / The Unicist Research Institute / Unicist Debates by The Unicist Research Institute

The introduction of new products or services requires opening a space in the mind of potential buyers. The unicist approach to marketing includes the development of interest groups, based on unicist conceptual segmentation. This requires understanding the purpose, active function, and energy conservation functions of the buying arguments of the segments included. Here are some ideas on how it can be applied:

Identifying Latent Needs: As you rightly mentioned, the purpose of these interest groups is the satisfaction of latent needs. Understanding these needs is the foundation of creating effective groups. This involves researching the market, potential customers, and current trends to identify unmet needs or wants that the new product or service could address.

Introducing Ideological Change: To create an ideological change, it is vital to communicate the unique value proposition effectively. This could be done through compelling storytelling, demonstrations, and robust arguments about why the new approach is more efficient or beneficial.

Building Critical Mass: Gaining a substantial number of group members is necessary for influence and effectiveness. Strategies to achieve this could include outreach campaigns, engaging with influencers, providing incentives for joining, and fostering an inclusive, welcoming community that aligns with the group’s aesthetic.

Sustaining Groups with Technological Differentiation: In this digital age, any group should leverage the latest technologies to facilitate communication, engagement, and membership growth. This could be through using innovative platforms or tools, or even creating custom tech solutions that enhance the group’s unique value.

Delivering Value: For an interest group to be successful, it needs to consistently deliver value to its members. This could be through exclusive content, access to unique resources, networking opportunities, and other perks that make membership worthwhile.

Segmentation: Understanding that different people have different needs is key. By segmenting the market, interest groups can be created that cater to specific needs and wants. Using data analytics can aid in this segmentation process and help to deliver more personalized experiences.

Credibility and Authority: The organization needs to establish itself as a trusted and authoritative figure. This can be done by delivering consistent value, fostering transparency, demonstrating expertise, and maintaining high standards of ethics and integrity.

Interest group building is not a simple task. It requires a deep understanding of one’s audience, as well as the ability to foster a sense of community and provide ongoing value. But when done effectively, it can be a powerful tool for driving innovation, promoting ideological change, and strengthening customer relationships. Implementing these strategies can help build interest groups that are effective in promoting new products or services, and ultimately, in expanding markets.

The Unicist Research Institute

The Unicist Approach to Develop Empathy

April 28, 2023 in Unicist Confederation tagged Peter Belohlavek / The Unicist Research Institute / Unicist Binary Actions / Unicist Evolutionary Approach / Unicist Functionalist Approach / Unicist Strategy by The Unicist Research Institute

To understand the real world to influence it in business, it is necessary to be able to introject customers with their needs and wants. The unicist approach defines that empathy is a precondition for introjection, as it involves a deep understanding and connection with the environment or context in which one is operating. Introjection, in turn, is necessary for learning and adapting to one’s environment, as it involves internalizing the norms and values of that environment in a way that allows for effective action and decision-making.

By developing a strong sense of empathy and the ability to introject, individuals can better understand the needs, expectations, and dynamics of the environments in which they operate, and can develop more effective strategies for adapting and thriving in those environments. This can be particularly important in complex or rapidly changing environments, where the ability to learn, adapt, and act quickly can be critical to success.

About introjection

It is true that introjection involves internalizing external experiences or information and integrating them into one’s own psychological makeup. In this sense, it can be seen as a way of making the external world a part of one’s internal world.

When we introject external experiences or information, we make them a part of our own psychological framework, which can help us to better understand and navigate the world around us. By internalizing external experiences, we can create a more holistic approach to our own behavior and to the behavior of others.

Empathy can play a role in this process by helping us to connect with and understand the experiences and perspectives of others, which can then be integrated into our own psychological framework through the process of introjection.

So in this sense, empathy and introjection are closely related, and can work together to help us create a more comprehensive and holistic understanding of the world around us.

Empathy as a condition for introjection

When we empathize with an aspect of the real world, we can use that understanding to help us adapt and adjust to the environment in a way that is both responsive to external influences and consistent with our own internal psychological makeup.

Through the process of introjection, we can internalize external experiences or information and integrate them into our own psychological framework, which can then help us to navigate the world around us in a more adaptive and effective way. By actively adapting to the environment in this way, we can also influence it in turn, creating a feedback loop in which our internal psychological framework and external environment continually shape and influence one another.

So in this sense, empathy and introjection can help us to create a more dynamic and adaptive relationship with the world around us, allowing us to both respond to external influences and exert our own influence on the environment in a way that is responsive to our own internal psychological makeup.

The management of frustrations

Empathy requires a willingness to acknowledge and accept differences, even if they challenge our own beliefs or perspectives. This can be a difficult and sometimes uncomfortable process, as it can require us to confront our own biases and assumptions.

However, by taking the time to actively listen, observe, and reflect on the experiences and perspectives of others, we can begin to expand our own understanding and develop a greater sense of empathy. This process may involve encountering frustration, as we are forced to confront our own limitations and biases. However, by persevering through these challenges and remaining open to new experiences and perspectives, we can deepen our capacity for empathy and become more attuned to the needs and experiences of those around us.

On the other hand, as you mentioned, if we are unable or unwilling to accept differences, we may resort to projecting our own beliefs onto the world around us, which can limit our ability to empathize and connect with others in a meaningful way. By recognizing the importance of empathy and actively working to develop this skill, we can become more effective communicators, collaborators, and problem-solvers, both in our personal and professional lives.

Conclusion

Empathy requires us to move beyond a detached observer role and actively engage with the world around us. Instead of simply observing or analyzing from a distance, empathy involves a more active and immersive approach, in which we seek to understand and connect with the experiences and perspectives of others.

This process of active engagement can be an important part of introjection, as it allows us to internalize and integrate new perspectives and ideas into our own worldview. By actively engaging with the environment and seeking to understand its dynamics and complexities, we can develop a more nuanced and adaptive understanding of the world around us, which can help us to more effectively navigate and thrive in our personal and professional lives.

Overall, empathy and introjection are closely linked, as both involve a deep engagement with the world around us and a willingness to learn, adapt, and grow in response to new experiences and perspectives. By developing these skills, we can become more effective communicators, collaborators, and problem-solvers, and can better navigate the challenges and opportunities that arise in our lives.

Peter Belohlavek

The Use of Functionalist Principles in Marketing

August 19, 2022 in Unicist Binary Actions / Unicist Confederation tagged Binary Actions / Functionalist Marketing / Functionalist Principles / The Unicist Research Institute / The Use of Functionalist Principles in Marketing by The Unicist Research Institute

The functionalist approach ensures results based on the use of functionalist principles and binary actions, that are driven by the use of catalysts, unicist AI and marketing cobots. We suggest that you experience the use of functionalist principles at a personal level.

Binary actions are two synchronized actions that, on the one hand, open possibilities and, on the other hand, ensure the achievement of results.

The use of functionalist design allows developing the binary actions and marketing objects that are needed to empower marketing functions.

The Personal use of Functionalist Principles

Experience it

The unicist functionalist approach uses functionalist principles to manage the roots of the functionality of things and the root causes of problems.

The professional use of functionalist principles requires managing them at a personal level. It is like mathematics, which is a universal knowledge that needs to be understood at a personal level, before accepting its application in the real world.

Functionalist principles are an emulation of the intelligence that underlies nature that gave birth to the unicist logic, which provides the rules to manage the functionality of things.

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.

The use of this approach at a personal level is necessary to manage complex problems, which are those where the solutions are feedback dependent.

Martin Alvaro
Scientific Dissemination Committee
The Unicist Research Institute

NOTE: The discovery of the functionalist principles allowed managing the root causes of problems, the functionality of things, and the necessary binary actions to make things work. This is a new stage, we invite you to experience their use at a personal level. Download

Nike: Unicist Golden Eagle Award for Binary Actions

April 8, 2022 in Unicist Binary Actions / Unicist Confederation / Unicist Functional Design tagged Just do it moto / Nike / The Unicist Research Institute / The Unicist School / Unicist Golden Eagle Award for Binary Actions by The Unicist Research Institute

The Awards Committee of The Unicist School has recognized the motto “JUST DO IT” of Nike with the Unicist Golden Eagle Award for notorious binary actions in business. This award is based on the recommendation of the Assessment Committee of The Unicist Research Institute.

The motto “JUST DO IT” is a catalyst of all value propositions that provides an ambiguous message that is interpreted in the context of the specific products. This message is influential, calls for actions and exceeds the boundaries of expectancies accessing the latent needs of people.

The motto of Nike is a binary action, which has been described as: “encourage people to do things”. On the one hand, the possibilities are opened by the encouraging action, and on the other hand, the results are ensured by fostering actions.

Its ambiguity and its association with a powerful isotype reinforce the desirability, accountability, and reliability of Nike’s value propositions.

Martin Alvaro
The Unicist Research Institute
Partnering

NOTE: 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 two synchronized actions that, one the one hand, open possibilities establishing a functional context and, on the other hand, close processes to generate results. www.unicist.org

Binary Actions in Marketing Processes

January 5, 2021 in Unicist Cobots tagged Binary Actions / Binary Actions Building / Marketing Processes / The Unicist Research Institute / Unicist Conceptual Marketing by The Unicist Research Institute

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.

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.

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.

Unicist Strategy: Commercial Binary Actions

January 2, 2021 in Unicist Confederation tagged Binary Actions / The Unicist Research Institute / Unicist Conceptual Marketing / Unicist Strategy by The Unicist Research Institute

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

Sponsor Building in B2B Marketing

August 25, 2020 in Unicist Cobots / Unicist Confederation tagged B2B Marketing Processes / Institutional Roles in Decision Making / Martin Alvaro / Sponsor Building / The Unicist Research Institute / Unicist Conceptual Marketing / Unicist Logic by The Unicist Research Institute

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:

The decision makers
The users
The gatekeepers
The sponsors

There are two alternative paths to introduce a new proposition:

The approach to decision makers, which is the natural path when the value proposition implies a systemic use that includes different functionalities.
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:

To introduce value propositions, which is the case of recommenders.
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

Unicist Testing Rooms for B2B Marketing

April 24, 2020 in Unicist Cobots tagged 4th Industrial Revolution / B2B Marketing / Testing Rooms / The Unicist Research Institute by The Unicist Research Institute

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

Developing an Influential Impact for the Generation of Interest

October 18, 2017 in Unicist Cobots / Unicist Confederation / Unicist Functional Design tagged ambiguous language / communication strategies / generation of interest / influential impact / Peter Belohlavek / segmentation / The Unicist Research Institute / Unicist Evolutionary Approach / Unicist Marketing by The Unicist Research Institute

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.