Business and The WHOLE SYSTEM

The Function of Business Within the Whole System.

We have seen that the Whole system comprises the Sociosphere and the Physiosphere, which together share Humanity layer. The FORMS of Humanity are in the Physiosphere, and the MOTIONS of Humanity are in the Sociosphere.

(Note: Before reading this article we suggest that you read The Whole System Within Which Business Competes.)

We have also seen that there is a perpetual vertical feedback spiral running across the six key layers of the Whole System through every human form:

The Six Layers

· Noticing by Sentience (Identity),
· Interpretation by beliefs (Precepts),
· Ideations by imagination (Purposes),
· Valuation by emotions (Priorities),
· Actions by human form (Processes)
· Transformation in the Physiosphere (Props) which in turn are:
· Noticed by Sentience,
· Interpreted by beliefs,
· Ideated by imagination,
· Prioritized by emotions,
· Acted upon by human forms, resulting in further
· Transformation in the Physiosphere, which in turn, gets
· Noticed by Sentience, and so on.



The following is a description of the vertical feedback spiral occurring through individual human forms.


The Vertical Feedback That makes it Work

The most powerful of these layers is the combination of Ideas with high priority. These are preexisting aspirations and desires, or fears and aversions. We can think of them as positive or negative purposes. Each human already possesses some of these, and is already willing to invest one’s resources to fulfill an aspiration or desire (positive purposes); or to avoid suffering the occurrence of a fear or aversion (negative purposes).

We can think of these aspirations and desires, fears and aversions, i.e., the positive and negative purposes as invisible currents that are already flowing in the whole system. They are perpetually seeking fulfillment, either in the form of the achievement of aspirations and the fulfillment of desires on the one hand, or in the form of the avoidance of the occurrence of a fear, or the manifestation of an aversion.

The Impact of this System on Business

Moreover, this brings us to the issue of business. Business is the formation of clusters of humans within the Sociosphere, organized specifically to take advantage of the opportunity represented by these currents, these positive and negative purposes. Businesses provide objects (products) or processes (services) that enable those who have positive purposes in the form of aspirations and desires. Likewise they enable negative purposes in the form of fears or aversions, to achieve or obtain their aspirations or desires, or to avoid their fears or aversions for a value that is typically lower than the value (price) the latter are willing to sacrifice for them.

This is a critical point. We must understand that businesses exist in an already preexisting flux of currents. We must also understand that their success depends upon their ability to have their products or services be identified and obtained by humans (the market) for a fair payment toward the fulfillment of their positive purposes, or the avoidance of their negative purposes.

This Whole System grasp of our Social and Physical environment, and especially the existence of preexisting currents – means that businesses are already submerged in a flux, the marketflux, which is full of currents. Their very success depends upon how effectively they are recognized and preferred as the best value for the latters’ preexisting positive or negative purposes.

The Value of Brand

Positioning and branding (brand) are the business functions of identifying products or services in a way that generates preference over other options for fulfilling or avoiding positive or negative purposes respectively.

The best branding organizations are those that possess disciplines, methods, and techniques for identifying the currents that are most likely to suit a client’s product or service. They develop the communications impact through every touch point with the client’s customers, in a way that ensures both necessity and preference; and does so in a way that is cumulatively both effective and efficient; i.e., maximum impact for minimum product/service development and marketing and communications investment.

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