You don't launch a touchpoint.
You grow it.
The paradigm we reject goes like this: build everything, build it now, or hold your peace forever. You're asked to specify every detail up front, before you know how the property will actually be used, and to accept entropy — the slow decay of coherence — as the price of touching anything later.
The rules that hold together a system that never stops changing
These aren't wall posters. They're the criteria that settle decisions when the decision is otherwise ambiguous.
Reference, don't regenerate
When something already exists in the source, point at it. Regenerating creates a second version that will drift from the first — and drift is the only thing that compounds without effort.
Decouple content from presentation
What a thing says and how it looks are separate concerns with separate lifecycles. Braid them together and every visual change becomes a content migration.
EXTEND > REFACTOR > REWRITE
Extend before you refactor; refactor before you rewrite. A rewrite throws away everything the system learned, and the reasons it learned it are rarely written down.
Verify before you claim
A claim we can't demonstrate is a claim we mark as unproven. This applies to our own pillars: some are demonstrable today, others are stated as intent — and labelled that way.
Nothing migrates under pressure:
gravity, not pressure.
Ekitai doesn't try to force external touchpoints to migrate. At each level of ekitai.js integration, an external surface gains capability: visibility, identity, control, continuity. The native platform becomes the obvious next step rather than something to be sold. No organisation ever consolidates everything onto one platform — and a value proposition that requires total migration is a value proposition that never happens.