Unicist Marketing

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.


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


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


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:

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.


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.


Trends: Unicist Lifestyle Segmentation and Evolution

Unicist Lifestyle SegmentationLifestyle 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.

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. http://www.unicist.org/repo/index.php#Unicist


The new stage in marketing: Commercial Objects Driven Marketing

Object Driven MarketingUnicist commercial objects are adaptive systems that have been developed to install ideas in the mind of the potential customers. These ideas need to follow the steps of object driven marketing.

The goal of commercial objects is to manage commercial processes for supply driven markets and for highly differentiated products or services.

This implies that they have been designed to sustain the marketing process of products and services that are being proposed and not just respond to the demand of a market.

They deal with all the markets where there is a differentiation of the value proposition.

Unicist Market SegmentationCommercial objects work as an autopilot; under normal conditions they manage the process of helping customers in their buying processes.

By definition they are extremely segmented, which means they consider each segment as a different universe in order to have the capacity to influence them.

Each segment is defined using the hard, functional, psychological, conceptual and lifestyle segmentations.

These segmentations need to be transformed into measurable characteristics in order to make them usable by the members of business organizations.

The Unicist Commercial Objects

The purpose of a commercial object is to install “hope” in the mind of the potential customers. This means that there is an expectancy that they will find the solution of a latent need they have that is now arising driven by the commercial proposition that is being made.

Unicist Commercial ObjectsThe active function of a commercial object is to awaken interest in the value proposition that has been developed to satisfy latent needs.

This implies that the commercial objects have been designed based on a true knowledge of the segment that is being approached, its needs and beliefs.

In supply driven markets the knowledge of what the segments believe is basic because people need to believe in order to see a previously inexistent solution.

Demand driven markets are based on seeing to believe and the supply driven markets are organized for people who accept that they need to believe to see.

The materialization of the value propositions has to happen within the myths of a culture in order to be accepted.

The development of commercial objects needs to include an adequate use of semantic objects and semiotic signs in order to install the necessary ideas in the mind of the segments that allow them to perceive the solution that is being proposed.

The purpose to be achieved by the commercial objects is to install hope in the mind of the potential buyers in the sense that a new solution will satisfy a latent need they have. But in order to install hope, it is necessary that the segments discover that the solution proposed allows them to overcome adverse conditions in some environment.

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.


Discovery of the Unicist Psychological Market Segmentation

The Unicist Psychological Market Segmentation was discovered at The Unicist Research Insititute. It has been applied for more than 25 years until it could be integrated in the Conceptual Psychology as a behavioral object.

Psychological SegmentationIt is the segmentation that defines the type of relation an individual has with a product/service. An individual adapts to reality within limits. Psychology established the limits of an individual’s context. You can access a synthetic document on Unicist Market Segmentation at:

Psychology defines the personal myths of individuals. Fallacious myths produce stereotypical behaviors. True myths describe human typologies.

Psychological segmentation shows four segments in the relation of the individual with the product or service:

  • Emotive
  • Affective
  • Protective
  • Authoritative


This typology establishes emotional relations with products and services. These relations are naturally unstable. When “emotive” individuals are in the expansive cycle they establish pleasure-driven relations. When they are in the contractive cycle they establish a “child-child” relation with products.


The affective typology seeks stable caring relations with products and services. There is an implicit fear of abandonment. They cannot let go. When they are in the expansive cycle they establish interdependent relations. When they are in the contractive cycle they establish a “child-parent” relation with products.


“Protective” individuals protect the goods they buy. They care about them. When they are in the expansive cycle they establish dominant relations. When they are in the contractive cycle they establish a protective “mother-child” relation with the product. They need to possess products so they feel they are in charge of them.


They use products and services functionally and carefully. They respect the identity of objects. When they are in the expansive cycle they establish functional relations. When they are in the contractive cycle they establish a “father-child” relation with products. They change the products/services when they do not fulfill the implicit promises.

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.


Sell more, using the unicist universal market segmentation

The universal market segmentation describes the basic attitudes that drive individuals when they are buying. If you are able to approach each individual based on her/his basic attitude all what you are proposing will become credible.

Universal Market SegmentationThe attitude of individuals defines the first reaction of a person when a proposal is made. These segments are valid for any process where an individual is buying a product, service or idea.

This defines cross-cultural segments which behave within the structure of the myths, taboos and utopias of each culture. That is why it is necessary to design globally but operate locally.

Such cross-cultural segments are:


The independent seeks concrete personal benefits or utopias. He exercises pressure to accommodate realities to obtain benefits. When independent individuals are expansive, they seek benefits; when they try to avoid contraction, they foster utopias.


Conservative individuals try to adapt to their external reality by choosing one of the two ways they consider feasible:

  1. Following the rules of a culture (when they are expanding)
  2. Approaching reality rationally (when they try to avoid contraction)


Dominant individuals establish the rules of the environment. They build the necessary micro-cultures to be in a leading position. They are representatives of the culture (when they are expanding), or foster the evolution of their environment (when they try to avoid contraction).


Influent individuals base their influence on their innovation capacity. Their creativity and idealism drives them towards two different ways to exert influence:

  1. Propose innovations based on ideas (when they are expanding)
  2. Propose innovations based on creations (when they try to avoid contraction)


Take your time to grasp this segmentation because it is extremely functional. You have to consider that we all belong to one of these segments and are believable when talking with equals. Therefore it is necessary to be aware of the segments we belong to in order to avoid projecting ones attitudes on others.

Unicist Press Committee

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. http://www.unicist.org


Supremacy confrontations between leaders

Confrontations of supremacy take place between the leader and the second leader of the market. When there are no absolute leaders or no second leaders, there are no supremacy confrontations.

Supremacy confrontations are based on the functional, objective or subjective, added value of the brands involved. Supremacy confrontations take place only in “brand markets”, where differentiations are attributed to brands. There are two possible positioning:

  • The subjective brand
  • The objective brand

The supremacy confrontation takes place in the field of subjective branding. The objective is to influence the market to base the credibility of a product on its subjective branding attributes.

The supremacy confrontation is based on building the strongest complementation between the company, the product and the customer.

Access a synthesis on the “Discovery of the Unicist Ontology of Market Confrontations of Supremacy” that is available at the Scientific Dissemination Program. You will find there other syntheses that might be of your interest:

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a global decentralized world-class research organization in the field of human adaptive systems. http://www.unicist.org


Market Confrontations might be good businesses

Before the Unicist Approach the market confrontations happened based on empirical knowledge and intuition. This produced extraordinary successes and failures.

The Unicist Approach to market confrontation introduced the knowledge of the fundamentals of conflicts and how to manage them in order to grow. It provided the fundamentals of each type of market confrontation in order to define which one is necessary and possible to succeed.

“In marketing the sales one competitor produces are lost by another competitor.

It is self-evident that when needing to gain vital space a confrontation has to occur.

It can be an implicit confrontation due to the superiority of one of the competitors or an explicit confrontation when the power of competitors is equivalent.

Confrontations need to happen within the ethics of the environment. While this ethics is respected the confrontation allows all the participants to improve their competition techniques.

But when the ethics is not respected this drives to a non manageable Market War.

The difference between a Unicist Market Confrontation and a Market War is that the objective of war is to destroy the competitor, while the objective of Unicist Market Confrontation is to build a stable relationship with the clients and the market.

To face a confrontation there are several basic attitudes that the one responsible for the competitive strategy needs to have:

  1. Sound knowledge of the products and the markets
  2. Strong identification with the company s/he represents
  3. Courage to deal with the implicit and explicit conflicts”

Access it at: www.unicist.com/books-pages/en/unicist_market_confrontation_en2.php
First you need to register: www.unicist.com

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a global decentralized world-class research organization in the field of human adaptive systems. https://www.unicist.net/marketing/wp-content/uploads/2012/04/turi.pdf