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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

Research Institute:
Collaborative Corporate Partnering:

The Use of Binary Actions
The Use of Binary Actions

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9 thoughts on “Designing B2B Bestsellers using Functionalist Principles

  • David

    Sounds simple. But I understand that the success depends on the product differentiation and its acceptance. Innovations are never bestsellers. If you have a solution for innovations please let me know.

  • Jennifer

    Can you give me the details of how this works? The specific products, etc. It will help me to understand. Thanks.

  • Markus

    Thinking about B2B bestsellers, it is a challenge to profit from an existing trend that at the same time has innovative concepts, but without proposing structural unwanted changes.

  • Jennifer

    Thank you for the information. But I am working on the launching of a CRM app and would like to profit from what your benchmarks. Can you tell me how do you define the concept of a bestseller proposal, but in operational terms. No worries, if this exceeds the scope of the post.

  • Wes

    Thank you for this concise and extraordinary information. The foundations underpinning it make it fully reliable. From my perspective, with reflection, every technology best seller fits well and one can see the trends, the intrinsic superior functionality, the extrinsic exterior functionality that provides benefits to the users without extreme prices to be paid. Facebook (early years), iPhone, PC, Automobile, Netflix, Blockbuster / video stores, CD, DVD, etc.

    This information provides the road map to study the fundamentals that underpin and are then seen in each product and allow one to consider their own personal and business actions through that approach to start, do, reflect and repeat. Perfection is a fantasy and one shot hits do not exist. Every innovation is based on work. Of course, by the time it is a best seller, it looks obvious and easy. But, that was not the case before.

    In any event, thank you a great deal!

  • Coordinator

    In technical language you must do a reverse engineering process of successful bestsellers. In plain language you can approach it by learning what is what bestsellers have in common in a market you know. When you know the market you can interpret the meaning of the information. And then you need to test your finding to confirm that it works.