"What is syncplexity?"

syncplexity is a comprehensive competitiveness model designed to facilitate effective business transformation toward prestige.

The concept of prestige refers to the capacity of a brand or product to satisfy or exceed customer expectations systemically so that it becomes their benchmark. Therefore, that brand or product will be preferred among others most of the time.

In this model, consumers themselves must be the ones who spread the qualities of the brand or product, avoiding commercial advertising.1

Why must commercial advertising be avoided?

Any business has to consider whether it wants or needs a certain level of customer loyalty.
If not, syncplexity 's approach is not the most appropriate for them.
If yes, the next question is how robust they want that loyalty.
If the answer is robust enough to face hypercompetition and severe crises, then the answer is syncplexity.

And here is the reason why we have to avoid commercial advertising. Customer loyalty that withstands the rigors of hyper-competitive markets or severe crises requires the brand to generate robust emotional bonds. That strong connection can only be obtained by respecting the ingredients it needs. Here, we will point out only two.
The first, when commercial advertising "tells us what to think" about the product offered, invades the emotional freedom of the individual, which is fundamental to forming the desired bonds.
The second is coherence. When advertising highlights some "virtue or quality" that does not fully correspond to reality or generates expectations that the product cannot meet, it generates a perception of incoherence that eliminates any possibility of strong bonds between the brand and its customers.

Why is coherence so relevant?

The most critical contributions of coherence are that both the maximum potential of people (employees) and a robust emotional bonding brand-customer can only be reached in a coherent environment.


Understanding the essence of prestige requires a prior acknowledgment of the differences between expectations and needs. In regular business practices, they are often used without realizing that they are profoundly different, even in nature, the former being emotional and the latter rational.

A hypercompetitive market is considered one in which many players offer similar products, where it is easy for new competitors to enter, and where maintaining the ability to provide unique features is short-lived.

1 Commercial advertising invites the public to buy a product, which we must differentiate from the communication of the properties of a product.

Why do we need a new model?

Companies of all kind are struggling to thrive in the present hypercompetitive market context, mostly due to:

  • Added value does not “add” enough “value”, according to customers.
    Therefore, competition dynamics focuses on prices, which shrinks the trade margin.

  • Loyalty programs are not robust enough.
    Therefore, the stream of income is not sufficient most of the times, specially when a crisis hits the market.

Why does my company need to transform?

At a first superficial glance, generating added value appreciated by customers or establishing strong emotional bonds with them is something already known. However, companies are far from this case.
As we can see from a quick review of the Emotional Perception Scale, true customer satisfaction lies in the emotional sphere, which cannot be managed adequately from a rational approach; and this is where the real problem lies: proper emotional management requires authenticity and respect for its own rules. Otherwise, the added value will be perceived by consumers as insufficient and emotional bonds will not be able to withstand the impact of an acute crisis as mentioned above.
Consequently, the next step will be to know what is correct emotional management related to customer satisfaction. From here, we can decide whether to embrace the syncplexity approach.
In any case, when we realize why we do not generate enough added value and resilient links between our brand and customers, we will understand that a transformation is needed, which will go beyond methods and tools; it will require a real personal change.

For more than 20 years, Josep Alzamora and his team have been working on a solution for those critical issues, assuming crises of any kind were, are, and will be recurrent.

The ultimate test of whether the work is well done or not, of whether the value we provide is sufficient or not, of whether the emotional bonds are real or not, solid or not, will always be the impact that a severe crisis may have on our business. If the company can survive with its own resources, maintaining a sufficient volume of business, it means that real emotional bonds have been generated.

What are the key benefits?

The benefits of implementing the Expansive Emotional Influence (EEI) methodology can be summarized as follows:

  • The holistic scope of the methodology ensures coherent business management, which ensures to obtain superior and consistent employee engagement, and the development of robust emotional bonding brand- customer.

  • The development of appreciated added value (substantivation) can reach higher values than usual. Systemic innovation is within reach of small and medium-sized enterprises (SMEs).

  • The synthesis of complex methods makes it possible to efficiently deploy a culture of excellence in SMEs.

  • Continuous testing in hyper-competitive environments ensures effective organizational transformation processes.


The syncplexity model is based on the Expansive Emotional Influence [EEI]methodology, which establishes guidelines that guarantee the result expected from the transformation actions the enterprise will carry out. Furthermore, its comprehensive approach allows the development of coherent business dynamics, with the benefits that this principle brings to its sustainable competitiveness.

EEI Essentials

The essential criteria permeate the development of the methodology entirely, setting its limits and dynamic performance. Once the philosophical framework has been determined, the next step is to determine the first-level objectives, which are:

Essential Criteria

Enduring competitiveness lies in personal growth through positive behaviorism. Every person must be able to develop their full potential, even if they are not always aware of what it is or how to do it. To this effect, people must be able to make a perfect fit between what they do, want, and are so that they can develop their full potential.


One of the pillars of business resilience is the knowledge of consumers’ genuine desires and effective transformation into unique and appreciated features.


The emotional bonding required to survive hypercompetition can only grow in an environment of congruity, where all parts of the business fit together naturally.


Good results must be guaranteed and reproduced without errors. Beyond delivering flawless products consistently, a business must ensure the expected outcomes of its decisions.

Useful Innovation—The first corporate goal to building a prestige brand consists on the ability to satisfy/exceed customer expectations by maintaining low costs.

Robust Emotional Bonding—Once useful innovation becomes a business core element, the next step to regularly becoming the customer’s preference without interruption is developing a robust, authentic bonding brand-customer systemically.

The syncplexity model has been tested in different countries, most notably in Spain and Mexico, and several business sectors, including industry, construction, and tourism. Since 2018, the model has also proven effective in transforming retail in various towns, such as La Ràpita (Tarragona) and Alcoy (Alicante).

The established objectives are achieved by working at three levels deploying a series of components:

  • Fundamental--All companies must implement the essential components regardless of size and business sector.

  • Corporate--Set of components to be developed by companies that have to give form and content to complex processes.

  • Employees-Set of components to be developed by companies with employees assigned to customer service positions.


Figure 1: Component Map to deploy the EEi methodology.

The components into which the IEE methodology is structured down can be grouped in four primary factors, which will allow the development of specific methods to ensure effectiveness and consistency, as shown in the following table.

EEI Primary Factor



Creating + emotional energy.


The ability to accept the responsibilities intrinsic to the behaviors that a person has to adopt to obtain specific results. It is about the personal development for the required emotional management of emotional bonds.


Shaping + emotional energy.


The substantive—embeding the six facets of the emulative emotional energy—idea the brand evokes, which consumers perceive as relevant to society and, therefore, likely to become one of their preferences. A relevant part of this approach is about product engineering driven by customer expectations.


Channeling + emotional energy.


The brand’s influential interaction with its environment is based on a broad sense of listening to others to meet their expectations; while completely respecting the individual freedom to decide. The Free-Decision Interaction and Evoking Delight models drive the bi-directional relationship to customers.


Driving + emotional energy.

Structural Dynamics

The organization of the prestige components in such a way that their behavior and reaction is efficiency-generating in hypercompetitive environments. Excellence is at its very foundations.

The deployment and implementation of the components and methods of the IEE methodology is supported by a series of integrated tools designed explicitly for this purpose.


Figure 2:Map of tools to implement the EEI methodology.

The deployment of the EEI components is carried out through a series of courses and programs specifically designed to that end.