Language and Positioning Guide

PART APPENDIX B

Preferred positioning

  • Deuka is a global institution under disciplined construction.
  • Deuka is a federated family and mutuality system.
  • Deuka builds community institutions that communities can eventually own.
  • Deuka begins with belonging before transaction.
  • Aja is Deuka’s economic capability layer.
  • Belonging is local. Solidarity is global.

 

Avoid

Avoid or qualifyPreferred approach
NGOUse ‘institution’, ‘not-for-profit institution’ or ‘community institution’ according to context.
BeneficiariesUse ‘members’, ‘families’, ‘participants’ or the specific role unless legally necessary.
DonorsUse ‘founding partners’, ‘capital partners’ or ‘contributors’ where appropriate.
Scaling rapidlyUse ‘demonstrating, learning and expanding with institutional readiness’.
Empowering peoplePrefer specific language describing transfer of capability, assets, rights or decisions.
Serving the poorDescribe communities, inequality or exclusion precisely without reducing people to poverty.
Family as obedienceAlways pair family language with dignity, voluntary participation, rights, safeguards and freedom to exit.
SurrenderClarify Samarpan as restraint of ego and central control, never surrender of agency or conscience.

Stage language

  • Use ‘Deuka is building…’ for systems under development.
  • Use ‘Drishtee’s field practice has demonstrated…’ for capabilities with operating history.
  • Use ‘The Founding Lab will test…’ for unproven institutional claims.
  • Do not use global scale numbers unless verified, attributable and relevant specifically to Deuka.

Explore How Deuka Works | Understand Belonging-First Membership | Explore Aja | See the Federation Architecture | Read the Governance Principles | View the Founding Lab | Explore Research Questions

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