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Guidelines for Functionalist Marketing Technologies as a Service

Managing Root Causes Maximizes
Value Generation and Growth
While Minimizing Costs

The functionalist approach to science, developed at The Unicist Research Institute, enabled the development of the standard for managing businesses as adaptive systems. The functionalist approach addresses the unified field of entities and their functionalist principles to build the unicist binary actions that maximize value generation and growth while minimizing costs.

The Discoveries on Human Behavior

The functionalist approach to marketing that ensures results became possible through research on human behavior, which led to the discovery that human actions are driven by the conscious and unconscious concepts people hold in their minds. The unicist functionalist marketing technologies are grounded in understanding the root causes of buying processes and optimizing the influence on purchasing decisions through binary actions, catalysts, and marketing objects.

The Unicist Marketing Lab provides technologies as a service and benchmarks **without requiring upfront investments**. It includes a conscious reasoning engine that manages functionalist principles and unicist binary marketing actions that drive commercial functions, enabling the building of strategies and their transformation into tasks that ensure market growth.

The Functionalist Approach Drives Proactive Behavior

Proactive behavior is based on binary actions, where the first action opens possibilities and makes the second action necessary. Each action functions as a task.

The unified field of the process is defined by the functionalist principle that addresses the objective to be achieved through the binary actions. The responsibility for growth lies with the decision-maker and is driven by a solution thinking approach.

Reactive behavior, in contrast, requires only univocal actions that function as tasks and address the event that triggered them. The triggering action, together with the reaction, defines the binary action of the process.

In this case, the unified field of the process is limited by the triggering action. The responsibility for growth lies in the environment and is managed by a problem thinking approach.

Unicist Binary Marketing Actions Are the Building Blocks of Solutions

Unicist binary marketing actions address root causes by leveraging the functionalist principle to integrate purpose, active function, and energy conservation. This ensures that marketing actions manage foundational drivers and establish the building blocks of operational solutions that achieve necessary or desired outcomes in adaptive environments.

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Examples of Evident Binary Actions

UBAa – Learning + UBAb – Teaching = Education
UBAa – Empathy + UBAb – Sympathy = Influencing
UBAa – Productivity + UBAb – Quality = Production
UBAa – Marketing + UBAb – Selling = Revenue
UBAa – Differentiation + UBAb – Need Satisfaction = Marketing
UBAa – Efficacy + UBAb – Efficiency = Effectiveness
UBAa – Desirability + UBAb – Harmony = Aesthetics

Binary Actions consist of two synchronized systemic actions: the reaction to the first action creates a space that is complemented by the second, generating results without provoking additional reactions. These actions naturally generate value and enhance business growth and profitability.

Installing Robotic UBA-Supervisors (Cobots)

The development of automated supervisors ensures the synchronicity of binary actions and provides quality assurance for processes (e.g., marketing, CRM, sales, and customer service). These cobots monitor binary actions and deliver the information needed to solve business problems.

Framework: The Functionalist Approach to Marketing as a Service

The unicist functionalist approach simplifies the management of causality in marketing. Rooted in the functionalist approach to science, it focuses on the root causes that define buying decisions. This approach is built on four core pillars, managed by the Unicist-DD AI-driven Marketing Lab:

The functionalist approach is based on binary actions to address causality. On the one hand, UBAa is defined by the functionalist principles that establish the “what” and “why” of things, which open possibilities and generate a reaction. On the other hand, UBAb consists of the binary actions that manage the “what for” and “how” to complement this reaction and ensure results.

Unified Field Management
The functionalist approach to marketing integrates the unified field of products, needs, buying arguments, selling arguments, and competitive alternatives into systemic units to ensure results.
Functionalist Principles
Each marketing function is structured around a purpose, an active function that drives growth, and an energy conservation function that ensures continuity, creating an ontogenetic map for value generation.
Unicist Binary Actions
Unicist binary actions are the building blocks of marketing solutions. They include the use of catalysts and consist of two synchronized actions: the first opens possibilities and triggers reactions, while the second complements those reactions, ensuring sales are achieved without provoking additional ones.
Unicist Destructive Tests
These tests focus on core conceptual segments and expand the application fields to confirm the boundaries of their functionality.
The Use of Collaborative Robots
The use of collaborative robots (cobots) supported by AI ensures the management of the synchronicity of the binary actions in business processes, enabling the achievement of results that can be managed as two interdependent tasks or as business objects.

This approach led to the development of Unicist Functionalist Technologies, which manage marketing processes as adaptive systems. Functionalist Marketing Technologies as a Service (TaaS) became possible through the use of AI. TaaS is powered by Unicist-DD AI, which includes a conscious reasoning engine used in AI-Driven Marketing Labs to deliver these technologies.

The Integration of Two Artificial Intelligences

The breakthrough of Unicist-DD AI lies in the integration of two complementary intelligences that enable addressing causality and using language as the code of conscious reasoning to build AI-driven conscious reasoning engines.

Unicist DD AI: A Causal Intelligence

On one hand, Unicist-DD AI provides a conjunctive approach, that enables addressing the unified field of things and has the ability to think causally, using a double dialectical logic that considers how purpose, active functions, and energy conservation functions interact.

Generative AI: An Empirical Intelligence

On the other hand, Generative AI introduces linguistic interaction that fosters conscious reasoning, handling both conjunctive and disjunctive logics based on correlations. These intelligences allow the system to use language as humans do: not only to communicate and describe reality, but to reason about it, addressing the causality of things.

Basic Research & Applied Research

Unicist ontological research and the use of unicist ontological reverse engineering enabled the development of the functionalist approach to science, which manages the unified field of adaptive functions defined by their functionalist principles and makes them work through unicist binary actions, monitored by destructive tests.

The discovery of the triadic functionality of conscious intelligence constitutes a breakthrough in behavioral science and in fields that involve influencing people, such as marketing, education, and politics, while also simplifying personal development, talent development, strategy building, and the organization of processes.

Basic Research on Social Evolution — The knowledge of countries or specific scenarios defines what is possible to achieve in a given environment. Scenario building is the intelligence process required to define the context for strategy building, whether in public strategies as part of governmental actions or in private social, economic, political, or business strategies.

Unicist-DD AI-driven Business Labs — Unicist-DD AI-driven Labs provide functionalist technologies as a service, without requiring upfront investments. They are designed for autonomous solution building and are easy to use, requiring no external consulting or specialized technical knowledge. Stakeholders need only solid operational experience in the relevant field.