Glossary

Words that mean specific things in this partnership. Doug + Mike + Dima vocabulary captured so the team — and the AI — uses the same language consistently.

Doug's language

• Accretive — Revenue-generating front ends that feed back-end services.
• Authenticity gap — The distance between who you are and how you're perceived. The moat we're helping people close.
• Authenticity system — Doug's preferred framing over "operating system." Leaves room for faith, neighbor feedback, humility.
• Blue ocean — Authentic differentiation. "No one can be you. This is your blue ocean."
• CEO reality — The CEO's job is to inform their company what the reality is today. The dashboard helps them do that.
• Cemented / Roots are growing — Organic permanence metaphor. What we want for the soul we surface.
• Clarifying stories — Personal narratives that explain why you hold your values. The keystone step (#4) of the journey.
• Communication guide — Broader than a brand guide. How you connect, sound, are understood.
• Communications Coach — How we describe what the Soul Brand Guide IS. Coach, not oracle. Comes with Tesla-autopilot-style disclaimers (May 7 framing).
• Discipline of no — Strategy as much about what you don't do as what you do.
• Dream belief — Disbelief at the potential. Doug's enthusiasm marker.
• Drift / drift from who you want to be — Behavior diverging from stated values. "You say integrity matters, but you were late to six meetings this week." (May 7 framing.)
• Executive mind location — The thinking level the dashboard should operate at.
• Flourishing — More joy, satisfaction, fulfillment, effective leadership, loving neighbors better. North star outcome.
• Humbicious — Humble + ambitious. Coined with Doug's pastor (May 7). Branding can hold humility AND power — the Jesus example.
• Leadership tool — Doug's final May-7 framing of Soul Brand Guide. "It's leadership. This becomes a leadership tool."
• Listening tool — Doug's reframe of what Soul Brand Guide IS: "We're building a listening tool."
• Making friends — Doug's reframe of loyalty optimization. Loyalty = friendship, not a retention metric.
• Missional / Obligated — Faith-driven duty. Doug's strongest commitment language.
• Neighborhoods — Spatial metaphor for market segments.
• Points to, not defines — Values shouldn't have hard definitions; they should point to ranges. Gray-area-friendly methodology principle (May 7).
• Relationship moat — Defensive moat built from genuine connection. (Barber-shop analogy.)
• Remarkable — Doug's highest enthusiasm marker.
• Soul renewal — The soul can change over time (generational transfer, life events, buyouts). System supports healthy renewal.
• Story-first values — Values without stories are hollow. Captured May 7 from Doug's home-care-for-billionaires founder coaching example.
• The nudge — Faith element in the authenticity system. Guiding spirit, not ego.
• Touch types — Specific interaction moments that manifest culture (customer service, tech visits, NPS, meeting quality).
• Truth shield — Your most transparent ability to describe who you are. (Doug's personal practice — Soul Brand Guide is the technological evolution.)
• Walking the talk — Culture execution measurement. Are stated values lived?
• Windshield vs rear-view mirror — Forward-looking (marketing) vs backward-looking (accounting). Doug's career narrative.

Mike's language

• Aspirational track — Parallel journey for users not ready for deep discovery. Mike's April 10 addition.
• Four-pathway discovery — Mike's framework: four distinct routes through the life-purpose methodology, each tuned for a different reader.
• Life Purpose — Mike's 20-year methodology. The discovery-to-mission framework that powers steps 1–5.
• Question bank — Mike's accumulated 100+ questions. Refined for MVP; the engine surfaces the right question at the right step.
• Revelation moment — When a participant sees themselves clearly. Mike's methodological signature — what the conversational UX is designed to evoke.

Dima / Cone Red language

• Alignment layer — The self-hosted internal+external collaboration system. th.cone.red is the first instance.
• Authentic agentic-first — Internal processes designed for AI to handle natively, surfacing the human's soul through how the company operates.
• AI-first company — Not a tool change, an operating-model change. Vault + Schema + Agents + Graph as the four layers.
• Drift detection — System flags when work is built on a stale spec or against superseded context. Same word Doug uses about behavior; different application.
• Spec-of-record — Versioned, supersession-aware schema for "this is the canonical version." Solves the telephone-game problem.
• /share — The one command engineers run after finishing any piece of work. Logs + commits + pushes + rebuilds this site.

Living document. Add entries via /share. Contribution rule: only words that have a specific meaning in our partnership context — not generic business vocabulary.