Medical Cybernetics

Unicist Functionalist Approach

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Unicist Functionalist Approach

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Using value propositions to open ethical products sales

The characteristic of ethical products or services, such as medical practice, expert outsourcing, consulting and innovation, is that they cannot be sold, they need to be bought.

unicist-value-propositionsApproaching a possible buyer of ethical products/services requires awakening her/his attention with a value proposition that allows her/him to have the control of the situation.

This requires having the necessary information of the benefits of the solution proposed, which has to be necessarily differentiated, of the objective value to solve an objective problem, and of the subjective value which deals with the perception of the problem and the value of the solution.

Therefore, when a sales process of ethical products/services begins, what has to be done is the necessary “intelligence work” to have a complete picture of the needs and people involved.

The first communication, when awakening the interest of the prospects, needs to give the recipient a complete picture of the value proposition which, paradoxically, needs to be ambiguous in order to allow them to “develop their own solution” based on the proposal.

That is why ethical products cannot be sold. What needs to be done is to make a value proposition that includes:

1)    An ambiguous “what for”, so the prospect can deposit her/his needs in it.
2)    An evident “how” to make the benefits tangible.
3)    A “fuzzy” “what” to allow adapting the value proposed to the needs of the client.

After the value proposition has been posed it is necessary to continue building the relationship. Pre-diagnoses are a useful tool in this marketing process. They allow defining the possibilities of a business and at the same time they expand such possibilities.

The first step in “ethical products/services” selling is based on the final value proposition. This requires doing the necessary business intelligence.

Syntony, harmony and melody in the evolution of businesses

The Unicist Standard deals with the evolution of businesses considering that it is necessary to produce a “change without changing”.

unicist organizational stabilityThis is not a paradox. It means that the effective changes in organizations have to happen without changing the nature of an organization. The nature of organizations doesn’t change, what can be changed is the way the nature of a business deals with the adaptive process in a market.

Organizations are stable when they have achieved an “organizational consonance”. This implies that their purposes are syntonic with the environment, their concepts are harmonic with the beliefs of their market and their actions are melodic, following their potential clients needs.

Organizations evolve when an organizational consonance doesn’t produce the necessary results for shareholders, stakeholders and the company itself. But the change has to happen within the limits of the natural harmony of the business.

In plain language: if there is an external need for change, produce it using the instruments you have and help people to learn the new melodies that need to be used.

Building and Sustaining Healthcare Business Positioning

The culture of a company defines its positioning in the market, and the work procedures of a business are the observable elements of that culture.

unicist process design2Business positioning defines who the peers of the company are and who should be the members of the organization.

The purpose of organizational cultural design is to ensure that the habits of the company are consistent with the market of the business. These habits are observable in the work procedures and are sustained by the beliefs of the members of the organization.

Cultural change is necessary when businesses extend their markets. The larger the markets are, the higher the level of programming of the work procedures of the businesses and the more adaptive they have to be.

The reliability of work processes has to be ensured when organizations expand their critical mass to influence the market. This increase of reliability implies that the expansion processes demand adjusting the procedures.

Adapting work procedures allows influencing the culture of an organization putting a higher level of work ethics into action.

Unicist Cybernetics: The Unicist Standard for EMR/EHR

Medical efficacy implies that physicians need to work within the complexity of human biology. They work in the field of adaptive systems. This implies that their efficacy curve has to be functional to deal with low programmed activities. Protocols sustain this essentially low programmed activity.

unicist healthcare cyberneticsParadoxically, there is a widespread perception that EMR/EHR has a low added value for medical practice. This perception hinders the upgrade of medical practice.


1)  Is it that EMR and EHR have little added value or is it that they were designed as administrative systems?
2)  Is it possible to transform administrative EMR and EHR into adaptive systems with administrative information?
3)  How can the misuse of the transparency of the system be avoided?

These are some of the questions that can be solved using an object driven approach to healthcare.

The objects included in the EMR and EHR should emulate the problems physicians need to solve in their minds in medical practice. The basic objects are:

a)    Diagnoses
b)    Cures
c)    Palliatives
d)    Patients evolution
e)    Prevention
f)     Decision making
g)    Knowledge bank

Objects driven EMR or EHR are such when they become a necessary part for physicians practice such as a golf stick is for the golfer or a racket is for a tennis player.

There have to be objects for exclusive private use with no access to anyone, such as the decision making alternatives a physician considers, and other objects that can be shared.

Administrative EMR or EHR can only be information reservoirs, legal defendants and control systems. The integration of object driven systems including adaptive objects with administrative functions is the conceptual answer to the problem. Basically, a new concept for interfaces is required.

Changing the interfaces is the first step to enter in the new stage where the computer is a natural part of the physician’s practice.

Business Functionality of Ethical Intelligence

The discovery of ethical intelligence opened new possibilities to influence individuals’ evolution. Ethical intelligence in business defines the value adding possibilities, the influence on the environment, time management, strategic planning and focusing.

The apparent paradox is that it is the deepest intelligence of the human mind, but at the same time it is the intelligence that evolves with the maturity of individuals and can be influenced.

It has to be considered that in the business world different activities require different ethical approaches in order to be successful. For example:

Pyramid of Ethical Intelligences

A business is consistent when the individuals dealing with it have the ethics required by the activity.

When the ethics is inferior to what is needed, it necessarily inhibits growth installing a “business growth virus” in the organization.

If the ethics used by individuals is superior to what is needed, they install a “business profit virus” in the organization that increases costs and affects profitability.

Ethics is implicit in everyday actions, including language. Therefore, it can be defined, measured and fostered.

The rational knowledge of ethical intelligence has an enormous benefit for individuals in organizations in order to ensure consistency for growth and profitability.

Hackers implant Business Viruses in Organizations

Business Hackers are individuals who need to implant business viruses in institutions in order to demonstrate that they are able to dominate them.

unicist ontology of business hackersThey tend to do everything in their way disregarding the use of established methods, procedures and taxonomies to achieve goals.

To introduce viruses they propose short-cuts to achieve profit. Their success is achieved when their proposal is accepted by the greed of their counterparts.

Their butterfly behavior is sustained by conjunctual justifications and the exertion of power. They might use active power or the power of inaction.

Their destruction goal is integrated by envy which is driven by greed and jealousy. They use greed to profit from the environment at a materialistic or emotional level while they feel jealous of the power the organization has.

They are fulfilled when the organizational goals become degraded. They justify their actions by believing and saying that the organization is not such because it could not resist their actions. They are homologous to “computer hackers”.

Inhibiting and entropy-inhibiting unicist business objects are the anti-viruses needed to neutralize their actions.

Access the unicist ontology and taxonomy of “hackers” clicking on:

Reliability is the core of results oriented management

unicist results driven managementBusiness management has two possible roles: the role of being responsible for results or the role of being responsible for tasks.

As businesses need to behave as adaptive systems, it is necessary that all those who are in charge of business units assume the responsibility for results.

Results driven managers need to be basically reliable. They have to be reliable for the clients, the stakeholders and for the members of the organization.

To be reliable they need to have assumed the responsibility for results considering them possible and ensuring their achievement.

But reliability is shown in everyday actions. Only doers enjoy developing the necessary actions to achieve goals.

Therefore, results driven managers need to be reliable, having assumed the responsibility for results, and need to be doers in their field of action.