have the cost of the stone. - The Unicist Research Institute · work as behavioral objects that...

The best business in the world requires:

To climb a mountain, throw a stone,

let the stone launch an avalanche,

let the avalanche build a dam,

get the price of the dam and

have the cost of the stone.

Because…..

Peter Belohlavek

The Unicist Theory: A Paradigm Shift in Science

The Unicist Theory, developed by Peter Belohlavek, is a paradigm

shift of the scientific approach to complex adaptive systems. It sub-

stituted empiricism by a pragmatic, structuralist and functionalist ap-

proach and replaced knowledge falsification processes with destruc-

tive testing processes.

This theory provides an approach to complexity based on the use of

the unicist logic that emulates the intelligence that underlies nature. It

integrated complexity sciences with systemic sciences in a unified

field.

The Unicist Theory allowed understanding and influencing the evo-

lution of living beings and artificial complex adaptive systems. This

influence is exerted by using unicist logic based and object driven

technologies, which is now a worldwide trend.

Some of the companies that use objects are: Airbus, Amazon, Apple,

BBC, Boeing, Dassault Systemes, Dupont, Ericsson, Facebook, Gen-

eral Electric, Google, Hilton, Honda, Hyundai, LinkedIn, Lufthansa,

Mapfre, Mayo Clinic, Michelin, Novartis, Open Text, P&G, Pfizer,

SAP, Siemens, Tata Motors, Toyota, Unilever, Walmart, Walt Dis-

ney World and Youtube.

Unicist Logical Approach to Marketing

Unicist

Object Driven

Marketing ®

for Market Expansion

This document is based on the researches led by Peter Belohlavek

at The Unicist Research Institute.

Copyright © The Unicist Research Institute

All rights reserved

4

Managing Concepts

A Unicist Logical Approach

The conceptual approach requires that people need to know “why”

something is happening. This is unnecessary at an operational level, but

is a basic question when dealing with strategic approaches. The “know

why” is driven by a logical approach to reality that allows managing its

concept making it reasonable, understandable and provable.

INTEGRATIVE

LOGIC

DUALISTIC LOGIC

HIERARCHICAL

LOGIC

RELATIONAL

LOGIC

PREDICATE

CLASS

FUZZY

SETS

PROPOSITIONAL

Unicist Ontology of Conceptual ThinkingThe Ontogenetic Map in Unicist Standard Language


What For

HowWhat

Why

INTEGRATED

Maximal Strategy

Minimum Strategy

SYSTEMIC

ANALYTIC

CONCEPTUAL

OPERATIONAL

EXPANSION

SECURITY FREEDOM

CONTRACTION

Catalyst / Inhibitor of

the Minimum Strategy

Entropy Inhibitor

When the boundaries of an activity are being expanded, individuals

need to apprehend the concept that is behind its operational aspects in

order to influence a new environment. This implies apprehending the

ontology (nature) of its concept and its dynamics.

On the one hand, the conceptual approach to reality became possible

based on the discovery of the structure of concepts, defined by a pur-

pose, an active and entropic function and an energy conservation func-

tion, which allowed apprehending the nature of facts and actions (unicist

ontology).*

Unicist Object Driven Marketing

5

The Unicist Ontology of ConceptsOntogenetic Map in Unicist Standard Language

Supplementation

Complementation

Purpose (*)

Active and Entropic Function Maximal Strategy

Energy Conservation FunctionMinimum Strategy

Concepts(*) Unicist Thinking allows

emulating nature and

makes the integration of

the two dualistic

approaches possible.

Copyright© The Unicist Research Institute

On the other hand, the discovery that the concepts people have in mind

work as behavioral objects that drive their behavior made this conceptu-

al approach necessary to deal with strategic approaches.

The Origin of Conceptual Thinking

The endless “Why?” question posed by children (nearby 3 years old) is

what allows establishing the neural network needed by a person to ap-

prehend and manage concepts. This process starts when children begin

to look for the origin of those things they are interested in.

This endless “why” questioning has three main benefits:

1) It sustains the development of the neural network that allows

dealing with the origin of things and not only with the opera-

tional aspects.

2) It expands the language of the child driving her/him to deal with

an implicit integrative, fuzzy and predicate logic.

The Unicist Research Institute

6

3) It provides the “why” that allows children to approach their

games, which develop their systemic thinking approach.

Conceptual diagnoses, conceptual design and conceptual management

became possible using the unicist logical approach, which made “con-

cepts” tangible and provided the structural functional approach to de-

velop diagnoses, strategies and architectures.

*Based on the research on Conceptualization developed by Peter Belohlavek

at The Unicist Research Institute.

7

Content

Welcome ........................................................................................... 10

The Art of Marketing ..................................................................... 12

Integrating Ambiguous, Figurative and Subliminal Communication... 15

Conclusion ........................................................................................ 16

Prologue ........................................................................................... 17

Unicist Object Driven Marketing ..................................................... 19

B2C Object Driven Marketing: The definition of Customer Profiles... 22

Customer Profiles ............................................................................. 23

B2B Object Driven Marketing: The Use of Company Profiles ........ 23

B2B Customer Profiles ..................................................................... 25

Unicist Object Driven Marketing .................................................. 26

Object Driven Marketing of rational products / services ................. 26

Object Driven Marketing of ethical products and services .............. 28

Object Driven Marketing of impulsive buying ................................. 29

About Commercial, Semantic and Semiotic Objects ....................... 31

The Integration of Marketing Objects ................................................. 32

Unicist Commercial Objects ............................................................. 33

The Unicist Commercial Objects ..................................................... 34

Unicist Semantic Objects .................................................................. 37

Introduction ...................................................................................... 38

Semantic Objects Build Knowledge Objects .................................... 39

The Structure of Semantic Objects ................................................... 40

Unicist Semiotic Sign and Objects ................................................... 41

Unicist Semiosis ............................................................................... 41

The Unicist Semiotic Object ............................................................. 42

Meaningful Knowledge .................................................................... 43

Universal Actions ............................................................................. 44

Essential Foundations ....................................................................... 44


8

Unicist Branding Objects................................................................. 46

Institutional Branding ........................................................................ 47

Product / Service Branding ................................................................. 47

Annex I: Categories of Unicist Objects ............................................ 48

Annex II: About Complexity ......................................................... 55

9

Main Markets

These are the main markets whose cross-cultural segmentation has

been researched and developed by the Think Tanks led by Peter Be-

lohlavek at The Unicist Research Institute:

Automotive market, Food market, Mass consumption market, Finan-

cial market, Insurance market, Sports and social institutions market,

Information technology (IT) market, Communications market, Per-

ishable goods market, Mass media market, Direct sales market, In-

dustrial commodities market, Agribusiness market, Health market,

Pharmaceutical market, Oil market, Chemical market, Paints market,

Education market, Services market, Commerce and distribution mar-

ket, Mining market, Timber market, Apparel market, Passenger

transportation market –land, sea and air, Tourism market, Cargo

transportation market, Professional services market, e-market, Enter-

tainment and show-business market, Advertising market, Gastro-

nomic market, Hotel-management market, Credit card market, Real

estate market, Fishing market, Publishing market, Industrial equip-

ment market, Construction and Engineering market, Bike, motorbike,

scooter and moped market, Sporting goods market.

10

Welcome

We invite you to enter the world of Marketing with an open mind.

What you will be finding in this white paper is a way to develop

marketing using objects as drivers, catalysts and gravitational forces

to influence markets.

Unicist Object Driven Marketing is based on a segmentation that al-

lows, on the one hand, an accurate definition of the “what”, “what

for”, “why” and “how” a segment buys, and on the other hand, the

transformation of this abstract knowledge into objects to influence

the client and expand the markets.

This requires transforming the segmentation model into unicist cus-

tomer profiles. The unicist customer profiles allow focusing on spe-

cific segments of a market and expand through their influence on ad-

jacent groups of potential customers.

These profiles are built based on the unicist segmentation models

that allow influencing buying decisions using commercial, semantic

and semiotic objects. The objective of using the unicist profiling

technology and the use of marketing objects is to increase sales.

Segments preexist to segmentation. Segmentation cannot be invent-

ed, it has to be discovered. The unicist segmentation model includes

all the levels of processes that happen in the consumer’s mind when

making a purchasing decision.

The hard segmentation is the starting point of the unicist segmenta-

tion model. It defines the context (category) that allows influencing

buyers’ decisions. Every product or service has its rational use value

which defines the hard segmentation.


11

To manage this segmentation it is necessary to define the category of

the product or service and its use value based on one´s experiences, if

they exist, and comparing the product or service with substitutes and

succedanea.

When the product is a breakthrough, then it can only be compared

with a succedaneum and the definition of the hard segmentation will

be guided by the development of destructive pilot tests.

After this segmentation has been defined, it works as a limit of the

market and as an input to define the functional segmentation.

Influential processes use the hard segmentation and the lifestyle

segmentation as an input to define the boundaries of the actions

while the functional, psychological and conceptual segmentations are

used to design marketing processes and to build commercial, seman-

tic and semiotic objects.

Unicist Object Driven Marketing is the most effective way for mar-

keting because it follows the nature of the consumer’s mind and uses

the most powerful technological tools to communicate.

The marketing effectiveness will increase enormously designing and

using the appropriate objects for each aspect in the marketing taxon-

omy.

Diana Belohlavek CEO – Unicist Confederation


12

The Art of Marketing

The description of the nature of marketing allows organizing com-

mercial processes including the roles that are necessary to achieve its

purpose. The objective of this introduction is to establish the basics

that need to be integrated in order to ensure the growth of businesses.

The Unicist Ontology of MarketingThe Ontogenetic Map in Unicist Standard Language

Evolution

Involution

Provoking

Buying DecisionsPurpose (*)

Positioning as First Choice Maximal Strategy

Active Function

Catalyzing Buying ProcessesMinimum Strategy

Energy Conservation Function

Marketing (*) Unicist Thinking allows



the two dualistic



3

21

00

-1

The numbers 0 – 1 – 2 – 3 represent

the steps of Ontogenetic Evolution.

The numbers 0 to -1 represent the

steps of Ontogenetic Involution.

Marketing takes place in the mind of the potential buyer. Therefore,

it is necessary to know how the buying process works before a mar-

keting strategy can be defined.

The purpose of marketing is to provoke buying decisions. This im-

plies that marketing, working as a complex adaptive system, can only

be measured by results. What needs to be defined is what the market

needs to buy. It might be a product or a service but it can also be the

buying of an idea, a brand, an image or a person.

The first step to be achieved in marketing is the positioning of the

value proposition as a first choice. Individuals always choose first

choices when they buy. This is applicable to products, services or


13

whatever is being sold. When the election of the first choice cannot

be achieved by the buyer, individuals discard the inaccessible alter-

native and choose the next first choice they can buy within the rest of

the alternatives.

This happens only if a critical mass of a proposal has been achieved.

Without having the necessary critical mass there is no possibility that

the proposal be considered as an alternative. Critical mass in business

implies that a value proposition has the necessary aesthetics, influ-

ence and credibility in order to be bought.

Marketing actions save energy by catalyzing buying processes. This

acceleration is possible when the value proposition satisfies needs,

there is a strong influence in the market and the marketing actions

have the necessary timing to follow the buying processes of the pro-

spective customers.

The Unicist Ontology of the Art of MarketingThe Ontogenetic Map in Unicist Standard Language

Evolution

Involution

Behavioral

SciencesPurpose (*)

Communication Techniques Maximal Strategy

Active Function

Marketing Minimum Strategy


The Art of

Marketing

(*) Unicist Thinking allows



the two dualistic



3

21

00

-1





Marketing results are achieved when these aspects - positioning as

first choice, catalyzing buying processes and provoking buying deci-

sions - are given. To make this happen marketing needs to integrate


14

the scientific knowledge provided by behavioral sciences and the

technological aspects provided by communication techniques.

Marketing needs to use the knowledge of the mind set of potential

buyers in order to segment them according to the different approach-

es they have. This requires understanding the functional, psychologi-

cal, conceptual and lifestyle segmentations in order to manage the

segments as autonomous universes transforming them into managea-

ble profiles.

The understanding of the communication techniques is basic to allow

building the necessary commercial, semantic and semiotic objects to

influence buying decisions. The quality of these objects is the core of

a marketing process.

These objects need to be segmented unless the value proposition is

focused on a unique segment. It has to be considered that a segment

is not a part of a market but the market is the sum of segments. This

implies treating each segment autonomously in order to have the

necessary critical mass to provoke buying decisions.

The Unicist Ontology of the Art of CommunicationThe Ontogenetic Map in Unicist Standard Language

Evolution

Involution

Ambiguous

CommunicationPurpose (*)

Figurative Communication Maximal Strategy

Active Function

Subliminal CommunicationMinimum Strategy


The Art of

Communication




the two dualistic



3

21

00

-1






15

Integrating Ambiguous, Figurative and Subliminal

Communication

The communication techniques are the core of a marketing strategy.

It has to be considered that it is necessary to integrate ambiguous

communication, figurative communication and subliminal communi-

cation to make buying processes happen. This is an art that needs to

be managed.

Ambiguous communication is what allows customers to participate

in the decision process. It is a communication that opens alternative

options and fosters the freewill of the customer. This type of com-

munication is evident in successful advertising.

On the other hand, the use of figurative communication is needed to

achieve true consensus on what is being proposed. It allows achiev-

ing the first choice position.

The use of figurative communication allows buyers to “buy the con-

cept” of what is being proposed, which makes them rely on the value

proposition.

Lastly, subliminal communication is needed to catalyze the buying

process. Explicit catalysts are unbearable for the customers. To de-

velop subliminal communication there are several conditions that

must be given:

1) The positioning of the value proposition has to be true.

2) The entity that proposes this value proposition has to have an

authoritative role.

3) This type of communication has to foster the use of the poten-

tial buyer’s freewill.


16

Conclusion

The art of marketing is what sustains the unicist object driven mar-

keting and makes it fully reliable.

This art requires integrating behavioral sciences with communication

technologies, which means that those that manage this process need

to become aware of behavioral sciences driven segmentation and the

use of ambiguous and figurative languages in order to design mes-

sages that need to include the necessary subliminal stimuli to build

marketing catalysts.

17

Prologue

About 50% of marketing campaigns do not achieve their goals. This

was the input for developing, step by step, a model that could make

marketing more accurate.

The research began in 1976 and is still ongoing.

The discovery of ontointelligence, as the intelligence humans use to

apprehend the nature of things, gave the scientific background to the

hypothesis that marketing was not always designing for the real cli-

ent, but too often for a hypothetical client.

When dealing with human behavior, fundamentals lay the grounding

of human attitudes but the environmental and materialistic needs de-

fine the drivers of what people desire, want, need and buy.

Unicist ontology considers that the ontology of a functional reality is

unique and cross-cultural but its operation varies according to the

culture.

That is the reason why “Design globally, operate locally” gains a

strong meaning. In this sense, the cross-cultural concepts are called

invariables, while the operational shape such invariables take, varies

from culture to culture.

Unicist Market Mix is an approach to influence the markets, its seg-

ments and individuals in the most profitable way: approaching their

nature.

Understanding cultures, segments and products makes the unicist

marketing mix approach possible. The unicist marketing mix estab-

lishes the successive and simultaneous actions to influence the con-

sumer’s or user’s purchasing decision.


18

The Unicist Research Institute developed a technology to make use

of the unicist ontology of consumers and buyers so as to influence

them in the most efficient way.

The unicist marketing mix is integrated with the unicist market seg-

mentation and unicist strategy to build a set of tools to define, im-

plant and monitor market actions.

The first application of the marketing mix model was implemented at

Diners Club in 1981. Since then, there were several milestones in the

development of the unicist marketing technology.

Milestones

The unicist marketing mix technology uses as an input the infor-

mation of the conceptual structure of the markets that were re-

searched since 1976.

19


The Unicist Object driven Marketing empowers the adaptiveness of

marketing processes. It has been developed to include the use of ob-

jects in the buying process in order to ensure its critical mass.

These objects produce basically three noticeable effects:

1) They allow having the necessary critical mass to trigger the buy-

ing process.

2) They accelerate the marketing process, which shortens the

time between the marketing stimuli and the buying action.

3) Saving energy in the marketing process which makes it more

efficient.

There are 9 central aspects that sustain the use of Unicist Object Driv-

en Marketing technologies to foster market expansion. Unicist Object

Driven Marketing is supported by the use of commercial objects, se-

mantic objects, semiotic objects and functional, psychological, con-

ceptual and lifestyle segmentations as well as adaptive CRMs.

1) Unicist Commercial Objects

Unicist commercial objects are adaptive systems that have been de-

veloped to install ideas in the mind of the potential customers. This

implies that they are designed to sustain the marketing process of

products and services that are being proposed and not just respond to

the demand of a market.

2) Unicist Semantic Objects

Semantic objects are linguistics communications, in written or verbal

format, that have the power to install meaningful knowledge in the

long-term memory of an individual. Semantic objects are “adaptive

systems” based on messages that use figurative communication to

build meaningful knowledge.


20

3) Unicist Semiotic Objects

Unicist semiosis is integrated by the existence of a semiotic object,

an interpretant that defines what is signified and a representamen,

representing the signifier. The purpose of a Unicist semiosis process

is to define a semiotic object that can be used as what underlies a

sign to stimulate predefined actions.

4) Unicist Branding Objects

The purpose of a branding object is to foster an unidentified buying

intention (goodwill) in the mind of the potential buyer. Brand power

is the catalyst of the drivers of the marketing mix (catalysts are not

part of a system). The purpose of the branding objects will have been

achieved when the potential buyers enter into a comfort zone where

the commercial objects can work smoothly.

5) Functional Segmentation

Functionality is defined as the capacity of something to fill an indi-

vidual's need. Functionality is homologous to aesthetics. When talk-

ing about functionality we refer to the perceived functionality which

defines what we call the hard segmentation.

6) Psychological Segmentation

It is the segmentation that defines the type of relation an individual

has with a product/service. An individual adapts to reality within lim-

its. Psychology establishes the limits of an individual's context.

7) Conceptual Market Segmentation

The conceptual market segmentation describes the nature of a prod-

uct as perceived by the market. Conceptual market segmentation de-

scribes the concept implicit in a product or service, which means un-

derstanding the nature of what is being bought defined by the pur-

pose, the active function and the energy conservation function of the

product’s functionality.


21

8) Lifestyle Segmentation

Lifestyle segmentation underlies human behavior. They establish the

parameters of normality and the "ethical mask" of a society. Describ-

ing the lifestyles of a country permits establishing the limits within

which segmentations can work.

9) Adaptive CRM

The Adaptive CRM has been developed to allow an increase in the

market share. It is based on the use of unicist segmentation and com-

mercial objects to increase the influential power using the feedback

from the environment in order to grow.

In the following excerpt you will find a short description of Unicist

Object Driven Marketing and its functionality. Finally, you will find

an annex on Complexity Science to learn about the foundations of

the researches that allowed the apprehension of human complex

adaptive processes.

22

B2C Unicist Object Driven Marketing:

the definition of Customer Profiles

The unicist logical approach to marketing allowed developing a pro-

filing 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 character-

istics.

The 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 interde-

pendent with other segments.


23

This implies:

1) Having the functional concepts that are defined by the opera-

tional attributes of the product/service.

2) Having the psychological segmentation based on conceptual

psychology that allows defining the relationship the buyer es-

tablishes with the product/service and the vendor.

3) Having the essential attributes of the product/services that de-

fine 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 seg-

ments 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.

B2B Unicist Object Driven Marketing:

The Use of Company Profiles

The unicist logical approach to B2B marketing is based on segment-

ing the companies while, within such companies, the B2C segmenta-

tion is used to segment the individual participants in a commercial

process.


24

The B2B marketing process has been specially designed for supply

driven markets, although it is fully applicable to demand driven mar-

kets considering that in this case it is necessary to sustain significant

product/service differentiations.

The use of B2B marketing implies:

1) Knowing the actual functional needs of a specific client con-

sidering the characteristics of the industry and its conjuncture.

2) Having evaluated the maturity of the business processes and

confirmed its compatibility with the value proposition.

3) Having identified the type of relationships the potential cus-

tomer establishes with its providers.

4) Having confirmed that the essential attributes of the value

propositions are a real catalyst for the business processes of

the prospect.


25

5) Having identified the business positioning of the prospect and

confirmed that it is compatible with the positioning of the

provider.

B2B Customer Profiles

Supply driven markets are based on innovations that are not driven

by urgencies.

Therefore an adequate profiling of the prospects is basic in order to

know if it is meaningful to invest in a marketing process to make a

specific business.

Supply driven markets require a high level of reliability and the need

of having the necessary critical mass to influence a company.

The critical mass is given by the aesthetics of the solution, the influ-

ence of the provider and the credibility that allows having the neces-

sary level of reliability.

The benefit of using B2B Customer Profiles and Object Driven Mar-

keting is that it allows beginning with a “cheap” promotional process

to define possible leads and invest when the prospects fit into the

necessary Company Profile to become buyers.

26


In a wide sense, it can be said that the more object-driven a relation-

ship between a prospect and a product is, the easier the individual can

buy a product. If we consider the buying taxonomy (AIDA), we will

see that there are three different approaches to buy: the rational, the

ethical and the impulsive approach.

The more ethical the buying process is, the less legitimate the influ-

ence on buyers. The more massive the buying process, the less it is

influenced by rationality.

Object Driven Marketing of rational products /

services

Rational products are those in which the functional use value of the

product prevails in the buyer’s decision. In order to better understand

this process we will begin by describing the object driven marketing

of rational products.

Object Driven Marketing - Rational buying


Subject (real/virtual) Object

DISTRIBUTION

PRICE

PRODUCT COMMUNICATION

Promotion

Advertising

Link

Use value

ACTION ATTENTION

INTEREST DESIRE

SECURITY

CONTRACTION

FREEDOM

EXPANSION


27

Every selling process is based on a brand. Nothing exists without a

brand. Even extreme commodities have a brand based on the origin

of the product or service. Brands represent the subjective context that

gives birth to a selling process.

In an object driven marketing process the fist step of awakening the

interest of a buyer is stimulated by an object. This object needs to be

able to provoke attention and awaken the interest of the buyer.

A marketing object is successful when it generates a need for a sub-

jective link that can be covered by a real or virtual individual.

The subjective link drives to excite the desire of the prospect based

on the subjective influence of the objective previous experience. The

natural path of this second stage is to use a demonstration of the

product or service to excite the desire of the potential client.

The third stage begins if this second stage has been successfully ful-

filled. This third stage is based on a subjective action to close the

sale. It is necessary to satisfy the subjective needs of the potential

buyers in order to close sales.

The moment of the final decision is when the client takes risks. That

is why prospects only take the decision to buy after they have cov-

ered their subjective doubts.

At this point the buyer’s mind makes a subjective evaluation to de-

cide to buy or not to buy the product. That is why an influential per-

sonal approach is a powerful catalyst to influence the decision.

If this subjective influence doesn’t exist, the decision depends on the

influential power of the last object the client received.


28

Object Driven Marketing of ethical products and

services

Ethical products are those where duty prevails in the buyer’s decision.

“Ethical products are not sold but bought.” That is why, when dealing

with ethical products or services, only the first step of the selling pro-

cess is considered legitimate.

Therefore it is necessary to have influential products with a powerful

brand. It is the only way to influence the potential client to decide to

buy the product or service without active selling.

Object Driven Marketing – Ethical Products & Services


Promotion

Advertising

Link

Use value

ACTION ATTENTION

INTEREST DESIRE

SECURITY

CONTRACTION

FREEDOM

EXPANSION

DISTRIBUTION

PRICE


When a selling process of ethical products or services is being de-

signed, the definition of an active selling process produces paradoxi-

cal effects. Active selling is perceived as an unethical influence.

To build a positioning strategy for ethical products it is necessary to

be aware of the brand attributes and the myths of a segment. It is im-


29

portant to understand that all those actions that collide with the myths

of a culture hinder the buying process.

As there is no influence beyond the stage of interest, and considering

the limits of the ethical products selling process, any conflict with the

myth of a culture hinders the buyer’s decision.

Object Driven Marketing of impulsive buying

Impulsive buying exists when desire prevails in the buyer’s mind.

There is no rational control in the impulsive buying process. There-

fore there is no need to awaken the interest of the client. Desire pre-

vails. Therefore the object has to be extremely desirable to be able to

awaken an uncontrollable buying action.

The core aspect of an impulsive buying strategy is the concept of the

product and the packaging. Impulse strategies are based on the inhibi-

tion of a rational analysis of the buyer.

Object Driven Marketing - Impulsive buying


Subje

ct

(real/virtu

al )

O

bje

ct

Promotion

Advertising

Link

Use value

ACTION ATTENTION

INTEREST

DESIRE

SECURITY

CONTRACTION

FREEDOM

EXPANSION

DISTRIBUTION

PRICE



30

That is why the impulsive buying process requires the stimulation of

the most basic needs of humans, including the awaking of their in-

stincts.

Developing objects to stimulate desire implies, in the case of impulse

driven buying, the integration of the attributes of the brand, the prod-

uct and the packaging.

31

About Commercial,

Semantic and Semiotic Objects

32

The Integration of Marketing Objects

The use of the commercial, semantic and semiotic objects requires

their integration according to the characteristics of the segments they

aim at.

The Unicist Logic of Marketing ObjectsOntogenetic Map in Unicist Standard Language

Evolution

Involution

Commercial

ObjectsPurpose (*)

Semiotic ObjectsMaximal Strategy

Active Function

Semantic ObjectsMinimum Strategy


Marketing

Objects




the two dualistic



3

21

00

-1





Semiotic objects guide the process, semantic objects build the neces-

sary information in the mind of the prospective customers or clients

and commercial objects propose the specific ideas that need to be

bought.

It has to be considered that the results are produced by their function-

ality and integration. In order to be meaningful and functional, the

segmentation needs to include the hard, functional, psychological and

conceptual aspects.

33

Unicist Commercial Objects

Unicist commercial objects are adaptive systems that have been de-

veloped 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.

Commercial objects work as an autopilot; under normal conditions

they manage the process of helping customers in their buying pro-

cesses.


34

By definition they are extremely segmented, which means they con-

sider each segment as a different universe in order to have the capaci-

ty to influence them.

Each segment is defined using the hard, functional, psychological,

conceptual and lifestyle segmentations.

Conceptual Structure of Market SegmentationThe Unicist Ontology in Unicist Standard Language

CONCEPTUAL

SEGMENTATION

LIFESTYLES

SEGMENTATION

FUNCTIONAL

SEGMENTATION

PSYCHOLOGICAL

SEGMENTATION

DOMINANT INFLUENTIAL

CONSERVATIVE INDEPENDENT

SECURITY

EXPANSION

FREEDOM

CONTRACTION

INTEGRATION

Maximal Strategy

Minimum Strategy


These segmentations need to be transformed into measurable charac-

teristics 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.


35

Ontogenetic Map of Unicist Commercial ObjectsThe Unicist Ontology in Unicist Standard Language

Evolution

Involution

Hope

(Helping to Buy)Purpose (*)

Awaken InterestMaximal Strategy

Active function

Materialize PropositionsMinimum Strategy

Energy conservation function

Unicist Commercial

Object




the two dualistic



3

21

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The 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 nec-


36

essary 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 solu-

tion 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.

37

Unicist Semantic Objects

Semantic objects are linguistics communications, in written or verbal

format, that have the power to install meaningful knowledge in the

long term memory of an individual.

Semantic objects are “adaptive systems” based on messages using

figurative communication to build meaningful knowledge. These ob-

jects have a concept, an added value and a quality assurance in order

to achieve their objective.

In order to build semantic objects it is necessary to manage the uni-

cist ontogenetic map of messages and figurative communication.

They require no knowledge in order to be used. Users only need to

know what they produce and how to manage their output.

Unicist Ontogenetic Map of Semantic ObjectsThe Unicist Ontology in Unicist Standard Language

Evolution

Involution

Meaningful

KnowledgePurpose (*)

Figurative CommunicationMaximal Strategy

Active function

MessageMinimum Strategy


Semantic

Object




the two dualistic



3

21

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Semantic objects are extremely segmented because they are driven by

language that segments based on its implicit reasoning pattern and its

ethical mask (see ontology of languages).


38

Semantic objects are the natural complementation for any communi-

cation that deals with human activity where results need to be

achieved.

These objects are extremely useful to establish rituals and protocols

to prepare an activity, to sustain the communication process of an

activity and as drivers for conflict management.

They are applicable to politics, business or any personal activity that

intends to generate value.

Semantic objects are also implicit in learning processes and in the

building of learning objects.

They are meaningless in pastime activities.

Installing meaningful knowledge in the long term memory of an in-

dividual requires following a strict process.

The first step is providing information, the second is to make evident

the added value that is being proposed, the third step is to solve

and/or avoid the conflicts this new knowledge produces and the final

stage is to ensure the complementation between the new knowledge

and the knowledge the individual already has.

Introduction

To build semantic objects it is necessary to understand the meaning-

fulness of the knowledge they provide, the structure of figurative

communication and the nature of messages.

Semantic object building requires conscious processes in order to

build an extremely empathic relationship with the target. It requires

being full aware of the use of figurative communication and message

building.


39

The purpose of semantic objects is to install a specific knowledge in

the mind of and individual. It needs to be stored in the long term

memory of an individual.

Long term memory is an integration of:

1) Episodic memory, to recall personal experiences from our past.

2) Semantic memory, to store facts, information, concepts,

rules, principles, and problem solving skills.

3) Procedural memory, to remember how to perform or employ

a strategy.

These three types of long term memory are integrated in their one-

ness. They store the knowledge objects that people need to respond

on time to influence an environment.

Semantic Objects Build Knowledge Objects

The objective of a semantic object is materialized in the building of a

knowledge object that is stored in the mind of a person.

The objects stored in the mind must fulfill several conditions.

1) They must include the conceptual structure to be meaningful

2) They must be secure, to be reliable

3) They must include the individual’s beliefs, to be remembered.

When the individual’s beliefs are not included they are forgotten.

4) They must include knowledge, which includes the possibility of

application.


40

5) They must include groundings which have to be reasonable, com-

prehensible and provable.

6) They must include action procedures to make the objects useful.

The Structure of Semantic Objects

The purpose of semantic objects is installing knowledge in the long

term memory of an individual. It requires defining the different as-

pects that need to be included in order to achieve this goal.

The process begins with communicating the idea of the concepts, fol-

lows with the procedure of the actions and solving the conflicts the

individual has to allow a smooth analogical approach, and ends with

the integration of the structure of the knowledge to generate a com-

plementation with the preexisting solution-structure.

A knowledge object is stored in the three types of long term memory:

1) Semantic memory stores the idea of the concept, its structure and

mechanics.

2) Procedural memory contains the taxonomy to implement the ac-

tions that are included in the structure of the knowledge objects.

3) Episodic memory pictures the object’s functional experiences

which permit an analogical approach.

41

Unicist Semiotic Sign and Objects

Unicist semiosis defines the functionality of signs at a universal level

in order to provide an essential structure to design, produce and use

signs.

This development is the result of a research that included the use of

signs for more than 20 years, the development of a new logical lan-

guage to apprehend reality as a unified field and the development of a

unicist standard language with its corresponding signs.

It included also the integration of signs with the ontology of lan-

guage, figurative language and ambiguous language.

It is based on the integration of the semiotic approach of Charles

Sanders Peirce and Ferdinand de Saussure who provided the basics in

this field.

It was necessary to approach semiosis at its essential level to inte-

grate them, to make the triadic approach of Peirce and the apparently

dualistic approach of Saussure compatible.

The unicist approach defines the aspects of reality as a unified field

using the logic of the ontogenetic intelligence of nature.

This allows integrating the triadic model of Peirce and the dualistic

model of Saussure validating both approaches.

Unicist Semiosis

Unicist semiosis is integrated by the existence of a semiotic object,

an interpretant that defines what is signified and a representamen,

representing the signifier.


42

Unicist Ontogenetic Map of a SemiosisThe Unicist Ontology in Unicist Standard Language

Evolution

Involution

Semiotic

ObjectPurpose (*)

Interpretant – SignifiedMaximal Strategy

Active function

Representamen - SignifierMinimum Strategy


Unicist

Semiosis




the two dualistic



3

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The purpose of a Unicist semiosis process is to define a semiotic ob-

ject that can be used as what underlies a sign to stimulate predefined

actions. The understanding of the unity of the semiosis process makes

the design and use of semiotic objects possible.

The Unicist Semiotic Object

The description of the building process of a unicist semiotic object

will provide the understanding of unicist semiosis.

As an object, the semiotic object has a concept, an added value and a

quality assurance.

A Semiotic Object has the purpose of providing meaningful

knowledge to its user, promotes a universal action and is based on

essential foundations.


43

The Ontogenetic Map of Semiotic ObjectThe Unicist Ontology in Unicist Standard Language

Evolution

Involution

Meaningful

KnowledgePurpose (*)

Universal ActionMaximal Strategy

Active function

Essential FoundationsMinimum Strategy


Semiotic

Object




the two dualistic



3

21

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Meaningful Knowledge

When a semiotic object is being designed, it is necessary to have full

knowledge of the concept of the object, of its procedure and of its

action guide. The concept of the object defines the final purpose of

the object.

The definition of the meaningful knowledge the object has to deliver

requires defining if the object is trying to generate a new meaningful

knowledge or if it seeks to evoke an existing knowledge.

When the objective is the generation of a new meaningful

knowledge, the new aspects to be included have to be defined. New

knowledge requires a different semiotic in order to avoid its confu-

sion with existing knowledge.

But if individuals cannot recognize a new knowledge, the object can-

not work. That is why it is necessary to find a way to find common


44

roots with the existing knowledge in order to build a bridge between

what can be recognized and the new knowledge.

If the objective is to evoke an existing knowledge, it is necessary to

know the accepted signs that evoke the knowledge stored in mind.

Universal Actions

The definition of the universal actions that are fostered by the sign

requires understanding the habits and customs of a culture. The uni-

versal actions might be cultural or cross-cultural.

The definition of the universal actions might generate a direct percep-

tion of the actions when they are within the habits of a culture or

might produce new actions that need to be stimulated.

When the actions are within the habits, they have to be defined in-

cluding not only the actions that are being promoted but also the ac-

tions that are being inhibited.

Every action that is being provoked includes aspects that need to be

inhibited. Understanding both is necessary to build the object.

Semiotic objects are simple when the action they provoke are either

within the culture’s permissions or driven by the satisfaction of desires.

Semiotic objects are complex when the actions they want to stimulate

are part of mandates that need to be followed or are driven towards a

superior ethics in an environment that drives towards evolution.

Essential Foundations

After the universal actions to be provoked by a semiotic object have

been defined it is necessary to find the essential foundations that al-

low building the object.


45

Essential foundations are the codes that need to be included in a se-

miotic object in order to allow the user to understand it.

The essential foundations include all the aspects that are perceived.

This implies that a semiotic object needs to include all the sensory

aspects that are needed to stimulate its use.

The essential foundations have significant variations between the cul-

tures based on their taboos, myths and utopias which are associated

and/or represented by semiotic objects.

The perfume used by a person is an essential foundation for the indi-

vidual considered as an object. Its meaning varies according to the

context in which the person is acting.

The understanding of the essential foundations allows developing

semiotic objects with different levels of influence, beginning with a

rational decoding and ending with a subliminal influence like the one

odors produce.

46

Unicist Branding Objects

The purpose of a branding object is to foster an unidentified buying

intention (goodwill) in the mind of the potential buyer. Brand power

is the catalyst of the drivers of the marketing mix (catalysts are not

part of a system).

As a catalyst, the brand power has two possibilities:

1) It has the necessary critical mass to generate a buying inten-

tion in the mind of a person.

2) It cannot achieve the necessary critical mass. In this case, its

use generates a paradoxical effect, because it either installs

doubts in the mind of the potential buyer or it generates sus-

picion.

The Unicist Ontology of Branding Objects

The Ontogenetic Map in Unicist Standard Language

Evolution

Involution

Buying

IntentionPurpose (*)

Product/Service Brand Uniqueness Maximal Strategy

Active Function

Institutional Image ConsistencyMinimum Strategy


Unicist Branding

Objects




the two dualistic



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Branding objects have two different functions. When they install the

necessary product/service brand attributes they are fostering concrete

buying intentions. But in order to be credible and work as branding

objects, they need to be sustained by institutional image attributes.


47

Institutional Branding

Institutional branding is based on the institutional reliability, the con-

sistency of its actions and the consistency of the implicit ideology of

the institution.

There are two categories of institutional branding objects:

1) Positioning Objects

2) Participation Objects

Product / Service Branding

Product / Service branding is based on the attributes of the products

or services. It is based on their unique technological aspects, their

valuable uniqueness and their differentiated uniqueness that makes

them “outstanding”. There are two categories of product / service

branding objects:

1) Benchmarking Objects

2) Influential Objects

The first active action in Object Driven Marketing, after the segments

and the customer profiles have been defined, is the use of the Brand

Power by using branding objects. Branding objects work as catalysts

which require using subliminal communication to avoid generating

paradoxical results.

The purpose of the branding objects will have been achieved when

the potential buyers enter into a comfort zone where the commercial

objects can work smoothly.

48

Annex I:

Categories of Unicist Objects

49

The Nature of Objects

Functional Objects

These objects define the basic struc-

ture of objects based on their final

purpose.

These objects are defined by their

functionality within specific process-

es and their context.

Behavioral Objects

Commercial Objects

These objects define the behavior of

people and their capacity to adapt to

the environment.

These objects are designed to foster

the acceptance of an idea in the mind

of buyers.


50

Semantic Objects

Semiotic Objects

These objects install a structured

knowledge in the mind in order to

establish a basic context.

These objects guide the actions of

individuals in order to establish a

functional pathway.

Institutionalization Objects

Strategy Building Objects

These objects sustain the perception

and acceptance of an institution and

its rules

These objects allow sustaining strate-

gic processes minimizing the energy

consumed to achieve goals.


51

Business Architecture Objects

Institutional Roles / Objects

These objects sustain architectural

processes and minimize the cost of

business architecture building.

Institutional roles are in fact the ob-

jectification of institutions to manage

their functionality.

Cultural Roles / Objects

Personal Roles / Objects

Cultural roles work as objects in

their environment and increase the

adaptiveness of cultures.

Personal roles are the objectification

of their functionality in an environ-

ment.


52

Systemic Objects

Functional Objects

These objects allow transforming

energy and generating added value

in a predictable way.

These objects integrate other objects

in order to make them work as a sys-

temic process.

Operational Objects

Cognitive Objects

These objects allow earning value

for a system based on a human con-

trol of their procedures.

These objects define the knowledge

that is stored in the mind, integrating

their added value and foundations.


53

Dynamic Learning Objects

Quality Assurance Objects

These objects have been built to es-

tablish an object driven pathway

that simplifies learning processes.

These objects allow building systemic

objects by ensuring the quality of

their processes.

Leadership Roles / Objects

Negotiation Roles / Objects

These objects allow sustaining the

power of leadership processes with-

out extering it.

These objects guide negotiation pro-

cesses and minimize the energy con-

sumed by the implicit conflicts.


54

Image Building Objects

These objects sustain image building

and establish the stages of these pro-

cesses.

55

Annex II

About Complexity

56

The Unicist Logical Approach to Complexity (a unicist ontological approach)

The unicist logical approach to complex problems The most primitive complex problem is given by two elements that have a

biunivocal relation (loop). For example:

• The lack of credibility of an innovation inhibits its use and the absence of

use impedes credibility.

• The absence of production causes inappropriate distribution and dysfunc-

tional distribution causes a lack in productivity.

Until the appearance of the solution given by the unicist approach, there

were four palliatives:

• Intuition

• More or less subjective arbitrary models

• Fallacies to avoid the perception of complexity

• Ceteris paribus

Complexity is self-evident in the field of social, institutional and individual

evolution. It can be said that evolution is a complex problem itself.

Complexity is implicit in the core of the business world. Those who can

apprehend it and influence the environment are successful. Those who can-

not influence complexity, fail. The unicist approach is necessary for those

who need to manage complex problems to transform them into simple solu-

tions, easy to be implemented.

The Unicist approach transforms complex problems into simple solu-

tions, and these simple solutions into “easy” actions.

We define a complex system as an open system, which determines

the functionality of a unified field through the conjunction of objects

and/or subsystems.

A complex system has the following characteristics:

1) It is an open system, meaning that the energy flows to and

from the system itself.


57

2) The external limits of the unified field (its globality) behave

as the ones of a fuzzy set.

3) Functionality is determined by the “conjunction” of elements

that influence each other, generating “loops” of cause-effect

relations.

4) The “disjunction” does not exist in a complex system.

5) The sum of the results of the subsystems is not equal to the

result of the total complex system.

6) Relationships among subsystems are not linear; they respond

to the double dialectics laws (purpose-antithesis / purpose-

homeostasis).

7) Complex systems generate their own energy transformation

using their own energy and the energy from the environment.

8) Complex systems are composed of subsystems, which are al-

so composed of other subsystems, until reaching a descriptive

level that is functional to their purposes.

9) Complex systems cannot be observed. The observer is part of

the system.

10) Complex adaptive systems can only be measured in their re-

sults.

“The Unicist Theory of Evolution”, the “Unicist Logic” and the

“Logic of Fallacies and the Anti-concepts”, made the conceptual

modeling and operation of complex adaptive systems possible.

Some examples of complex adaptive systems can be found in the so-

cial, economical, political and cultural aspects of reality as well as in

management, marketing, strategy (of countries, institutions and indi-

viduals), learning processes, continuous improvement and interper-

sonal relations.


58

Transforming complex systems into simple systems is making them

operational in a univocal way, with cause-effect relations that permit

to influence the environment. This means transforming strategy,

which, by definition, is a complex system, into operational tactics.

Transforming them into an easy task implies materializing these tac-

tics through well defined actions, using a language that could be un-

derstood by all participants and the proper tools that could be used by

all of them.

Nevertheless, even though we operate with simple solutions, in their

essence, these problems remain complex.

The Unicist Logical Approach

to Applied Complexity Sciences

The complexity of a specific aspect of reality is objective. This

means that it is impossible to deal with it using cause-effect research

without changing its functional nature. This indicates the existence of

complexity.

The unicist approach to complexity sciences implies the discovery of

the ontological structure of a reality and the objects that integrate it,

defining the ontological algorithm and then the actions that can be

done to influence such reality.

This approach starts with the finding of the nature of a specific ele-

ment of reality and ends with the definition of the actions that can

influence such reality.

The unicist ontology is a specific type of ontology that is structured

emulating the ontogenetic intelligence of nature. It considers that the

nature of living beings and their actions is defined by a purpose, an

active principle and an energy conservation principle which are inte-

grated following the rules of the supplementation law (between the


59

purpose and the active principle) and the complementation law (be-

tween the purpose and the energy conservation principle).

The ontology of a functional aspect of reality is unique, being there-

fore timeless and cross-cultural. Its application integrates unicist on-

tology, with unicist logic and the unicist ontology of evolution.

Things in real life might have different functionalities. Each of these

functionalities has its ontology. For example, the same type of boat

can be used as a fishing boat or a survival boat. A fishing boat has

“one” ontology and the survival boat has another.

Human Complex Adaptive Systems

Human individual, institutional, businesses and social behavior are

also paradigmatic complex adaptive systems. The application fields

of the unicist approach to complexity science are the human complex

adaptive systems.

Examples of Human Complex Adaptive Systems:

Cultural Behavior and Archetypes Cultures have to be considered as a unified field, which implies that

they have a structure of taboos, utopias and myths to face the external

reality in a defined way that has to be considered as a limit for any

human complex adaptive system.

Economic Models As economic models have to be redundant with the social values in-

cluded in a cultural archetype, the use of non-consistent economic

rules will produce paradoxical effects because it cannot be recog-

nized as valid.


60

Educational Models One of the objectives of an educational model is to socialize people’s

behavior making it consistent with a cultural archetype. The introduc-

tion of alien educational models produces necessarily paradoxical

results.

Businesses Businesses are, by definition, complex systems that need to deal with

the market, going beyond the present boundaries of the activity.

Therefore they need to be defined considered as part of the unified

field of the market they work with.

Conscious Personal Development Personal evolution depends on the capacity of individuals to adapt to

the environment they decided to live in. Thus it depends on the indi-

vidual’s capacity to apprehend the unified field of that environment

and influence it.

61

Necessary Compromises to

Manage Complex Adaptive Systems

Unicist approach to complex systems

Factual

(Scientific)

Analytic

Syncretic

(Operational)

PILOT TESTING

Synthetic

(Conceptual)Functional Concept

Taxonomic-Genetic

compromise

(0) (3)

(1)

(2)

(0) (3)

(1)

(2)

(0) (3)

(1)

(2)

(0) (3)

(1)

(2)

Functional

Sub-Concept

Genetic compromise

Analysis

Naturalistic compromise

Inferences / Derivations

Operational concept

Categorical compromise

Actions

Movement compromise

Inferences/Derivations

a

b

a

c

a

b

a

c

a

b

a

c

c

b

c

b

c

b

Action 1

Action 2

Action 3

Action 1

Action 2

Action 3

Action 1

Action 2

Action 3

COMPLEX

SIMPLE

Copyright © Peter Belohlavek / The Unicist Research Institute

Statistics

The generic approach:

1) Human adaptive systems are in permanent motion. To estab-

lish a fixed point based on their oneness the ontological struc-

ture needs to be discovered. This definition includes limiting

the boundaries of the system.

2) A taxonomic-genetic compromise needs to be done to trans-

form the oneness into the elements that integrate its ontoge-

netic structure.

3) A genetic compromise is needed to deal with the sub-

ontologies or objects included in the ontogenetic structure.

4) A naturalist compromise is necessary to divide the objects of

the ontogenetic structure into the double dialectical elements

and make the consequent inferences on their behavior.


62

5) A categorical compromise needs to be done to define the on-

tological categories at an operational level.

6) A motion compromise has to be done to define the actions

that allow influencing the adaptive system.

This approach implies transforming a human complex adaptive sys-

tem into a manageable system making the necessary compromises to

transform its oneness into operational actions to generate results.

The knowledge of an ontological structure of a unified field defines

the existence of the possibility to exert influence on it. Mathematical-

ly, a possibility exists or not (1 or 0). The success of influential actions

belongs to the field of probabilities because of the multiple compromises

that have been done.

The Use of Statistics in Complex Problem Solving

Statistics are only valid if the “variables” they manage describe the

ontological structure of a reality. This means that the knowledge of

the ontology of a complex problem must pre-exist before statistics

can be used.

From an ontological point of view statistics are necessary to enter at

an operational concept level to define the sizes of the segments that

might be relevant.

63

Comparison of

the Approaches to Complexity Sciences

Aspect

Peter Belohlavek’s

approach to Complexity

Sciences (*)

Preexisting ap-

proaches: Bateson,

Förster, Lorenz,

Maturana, Morin,

Prigogine and others

Field of Study Complex adaptive systems Complex adaptive systems

Approach Pragmatic - Structural - Func-

tionalist

Empirical

Definition of the field

of study

A specific reality as a unified

field that includes the restricted

and wide contexts and the

emergence of the system

Based on the emergence

of the system

Possibility of external

observation

Inexistent Inexistent

Research method Unicist Ontological Research Systemic research

Boundaries of the system Open Open

Self-organization Concepts – analogous to strange

attractors

Strange Attractors / un-

defined

Structure Double Dialectics Dynamics

Purpose - active function - en-

ergy conservation function

Variables

Relationship between

the elements

Following complementation

and supplementation laws

Undefined

Evolution / Involution Based on the evolution / invo-

lution laws of the ontogenetic

intelligence of nature

Undefined

Processes Object driven processes Undefined

Certainty Dealing with possibilities and

probabilities

Dealing with probabili-

ties

Demonstration Real applications Real applications

Emulation in mind Double dialectical thinking

(using ontointelligence)

Complex thought

Emergence Results Results

Chaos Inexistent Existent

Influence on the system Based on actions and driving, in-

hibiting, entropy inhibiting, cata-

lyzing and gravitational objects.

Based on actions

Validation Destructive and non-destructive

tests (real applications)

Systemic research vali-

dation methods

64

Books by Peter Belohlavek that refer to Complexity Sciences applied

to Business Architecture:

1. Complexity Science: Unicist Research & Design of Human Complex

Adaptive Systems

2. Design of complex systems research

3. Innovation

4. Institutionalization

5. Introduction to the nature of perception and credibility

6. Introduction to Unicist Business Therapeutics

7. Introduction to Unicist Diagnostics

8. Introduction to Unicist Market Segmentation

9. Introduction to Unicist Object Driven Entrepreneuring

10. Knowledge, the competitive advantage

11. Natural Organization of Outsourcing and Insourcing

12. Ontointelligence

13. Peopleware: The Integrator of Hardware and Software

14. Real Diagnostics vs. Paradoxical Diagnostics

15. RobotThinking

16. Social Critical Mass in Business

17. The Ethic of Foundations

18. The Nature of Big Change Management

19. The Nature of Doers

20. The Nature of Unicist Business Strategy

21. The Nature of Unicist Object Driven Business Growth

22. The Nature of Unicist Object Driven Change Management

23. The Nature of Unicist Object Driven Institutional Immune Systems

24. The Nature of Unicist Object Driven Leadership

25. The Nature of Unicist Object Driven Management

26. The Nature of Unicist Object Driven Marketing

27. The Nature of Unicist Object Driven Organization

28. The Nature of Unicist Reverse Engineering for Object Design

29. The Ontogenesis of Knowledge Acquisition: The Unicist Ontology of

Human Learning

30. The Origin of Human Fallacies

31. The Path of the Architect

32. The Unicist Approach to Businesses

33. The Unicist Ontology of Ethical Intelligence

34. The Unicist Ontology of Family Businesses

35. The Unicist Ontology of Human Capital Building

36. The Unicist Ontology of Network Building

37. Unicist Business Architecture


65

38. Unicist Business Diagnostics: The Compendium of Ontologies for Busi-

ness Diagnostics

39. Unicist Business Objects Building: An Ontology based and Object driven

Technology

40. Unicist Business Strategy

41. Unicist Business Strategy: Ontology based and Object driven Business Strategy

42. Unicist Business Therapeutics: Ontological based and Object driven Therapeutics

43. Unicist Future Research

44. Unicist Marketing Mix

45. Unicist Marketing: Ontology based and Object driven Marketing

46. Unicist Mechanics: Business Application

47. Unicist Object Driven Diagnostics

48. Unicist Object Driven Learning

49. Unicist Object Driven Management

50. Unicist Object Driven Marketing

51. Unicist Object Driven Negotiation

52. Unicist Object driven Strategy

53. Unicist Ontogenetic Algorithms to solve business problems

54. Unicist Ontology of Language

55. Unicist Ontology to deal with Adaptive Systems

56. Unicist Organization: Object Driven Design

57. Unicist Organization: Ontology based and Object driven Organization

58. Unicist Organizational Cybernetics

59. Unicist R&D of Adaptive Systems in Business

60. Unicist Reflection to focus on solutions

61. Unicist Reflection: The path towards strategy

62. Unicist Standard for Adaptive System’s Pilot Testing

63. Unicist Standard for Business Benchmarking

64. Unicist Standard for Business Growth

65. Unicist Standard for Business Objects Building

66. Unicist Standard for Critical Mass Building

67. Unicist Standard for Human Adaptive Behavior

68. Unicist Standard for Ontological Business Diagnostics

69. Unicist Standard for Ontological Business Modeling

70. Unicist Standard for Ontological Change Management

71. Unicist Standard for Ontological Leadership

72. Unicist Standard for Ontological Scenario Building

73. Unicist Standard for the Ontological R&D of Adaptive Systems

74. Unicist Standard Language

75. Unicist Standard Language: To design, build and manage Human Adap-

tive Systems

76. Unicist Standard to deal with the Ontology of Personal Evolution


66

77. Unicist Standard to Manage the Ontology of Businesses

78. Unicist Standard to Research the Ontology of Human Adaptive Systems

79. Unicist Thinking


Peter Belohlavek is the creator of the Unicist Theory and the founder of The

Unicist Research Institute, a private global research organization specialized

in complexity sciences, that has an academic arm and a business arm.

He was born on April 13, 1944 in Zilina, Slovakia. His basic education is in

Economic Sciences. To apprehend "reality" as a complex unified field he

completed his education with research driven guided studies in Psychology,

Epistemology, Anthropology, Economy, Education, Sociology, Life Sciences

and Management.

The Unicist Theory made adaptive systems manageable and gave an episte-

mological structure to complexity sciences. This theory established a new

starting point in science which expanded the possibilities of human influence

in adaptive environments.

The unicist paradigm shift in sciences drove from an empirical approach to a

pragmatic, structuralist and functionalist approach to deal with complex envi-

ronments, integrating observable facts with the “nature of things”.

This theory allowed managing the adaptive aspects from Life Sciences to

Social Sciences. Its application provided the four scientific pillars to develop

the unicist technologies: Conceptual Economics, Conceptual Anthropology,

Conceptual Psychology and Conceptual Management.

As it is known, the management of complexity has been an unsolved chal-

lenge for sciences. Science dealt with complexity using multiple palliatives

but without achieving consensus of what complex systems are.

This challenge has been faced in 1976 at The Unicist Research Institute,

which became a pioneering organization in the development of concrete solu-

tions to manage the complex adaptive systems by developing a logical ap-

proach that uses the Unicist Theory.


67

He discovered the intelligence that underlies nature, which gave birth to the

Unicist Theory, and the ontointelligence that defines the roots of human intel-

ligence. These discoveries and developments expanded the possibilities to

upgrade education, to influence social and institutional evolution and to deal

with markets.

The unicist logical approach expanded the boundaries of existing sciences.

The Unicist Theory was used to develop applications in Life Sciences, Future

Research, Business, Education, Healthcare and Social and Human behavior.

Now complex adaptive systems became manageable and complexity science

received its epistemological structure.

Among other roles, he leads the Future Research Laboratory of The Unicist

Research Institute. It is a space to give access to information on country ar-

chetypes, future scenarios and trends to the worldwide community.

( More information: http://www.unicist.org/peter-belohlavek.php )

The Unicist Research Institute was the pioneer in complexity science re-

search and became a private global decentralized leading research organiza-

tion in the field of human adaptive systems.

http://www.unicist.org/turi.pdf

http://www.unicist.org/peter-belohlavek.php

http://www.unicist.org/turi.pdf

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