Design principles, membership philosophy, terminology, and exclusivity messaging. —the foundation.
Core principle: Club-like exclusivity without subscription confusion. Technology that serves Members — not “users.”
| Element | Use | Avoid |
|---|---|---|
| Framing | Access (you’re IN) | Freemium tiers (Premium, Pro, Upgrade) |
| Scarcity | “Limited Edition” | Subscription language (Gold, Silver, Basic) |
| Vocabulary | Academic / campus language | Generic SaaS onboarding (“Welcome aboard”) |
| People & Things | Person = Member · Thing = Access | “Membership” as noun (sounds like subscription) |
| Cohort Name | “Foundation Member” (Tesla-style cohort) | “Founding Member” (co-founder vibes) |
| Onboarding | Application / approval language | Generic success states (“Account verified”) |
The word user is not acceptable terminology at Telos. It is banned from all internal documents, product copy, marketing, and communications.
The reason is not cosmetic. It is philosophical and it goes to the core of what we are building.
In the attention economy, a “user” is someone whose time, attention, and psychological vulnerabilities are the product being sold. Social media platforms, ad-driven apps, and the surveillance capitalism machine all call people “users” — the same word the drug industry uses. That is not a coincidence. Both industries profit from dependency and compulsive behavior. Both extract value from people rather than creating it for them.
Behind every so-called “user” is a multifaceted individual with dreams, ambitions, and a limited number of hours in the day. A student pulling an all-nighter in Hayden Library. A researcher two breakthroughs away from something that matters. Someone trying to read the book they have been meaning to finish for months.
Telos exists to serve that person — not to extract from them. Our mission is to realign the incentives of technology so that the people who rely on our product are paying customers whose interests are our interests, not attention units being auctioned to the highest bidder.
That is why everyone who uses Telos is a Member. A Member belongs. A Member chose to be here. A Member’s relationship with Telos is built on mutual commitment, not exploitation.
Telos memberships represent deepening belonging and commitment to the mission — not pricing tiers. Each level is defined by when someone joined and how invested they are, not by what features they unlock.
| Candidate | Rationale | Considerations |
|---|---|---|
| Telos Fellow | Campus-native. A fellowship is earned, not purchased. Harvard and MIT students know exactly what this word carries — deep commitment, merit, and belonging. Does not exist anywhere in the SaaS lexicon. | Strong academic resonance. May imply selectivity beyond payment. |
| Telos Patron | A patron funds a cause. Reframes paying as supporting the mission, not consuming a product. Aligns with “when you use Telos, you are supporting not just yourself.” | Elegant. Could feel older/formal to some. Strong mission alignment. |
| Telos Advocate | Positions the paying member as a champion of humane technology. Active word — implies the member is part of the movement, not just a subscriber. | Energetic but may feel more like a role than a status. |
| Telos Steward | A steward is a custodian — someone entrusted with protecting something important. Carries weight, permanence, and responsibility. | Beautiful word. May lean too formal for the college audience. |
The language of subscriptions (tiers, plans, upgrades, downgrades) frames a product as a commodity that people consume in varying quantities. Telos is not a commodity. It is a community with a shared mission.
| Telos Language | Subscription Language |
|---|---|
| “Become a Member” | “Sign up for a plan” |
| “Deepen your commitment” | “Upgrade your account” |
| “Support the mission” | “Unlock premium features” |
| “You’re a Telos Member” | “You’re on the free tier” |
| “Join as a [Fellow/Patron]” | “Go Pro” |
| Context | Use | Avoid |
|---|---|---|
| Unaffiliated Access | Foundation Series Membership Limited Edition Foundation Membership | Premium Access Beta Access |
| Affiliated Status | Telos Member Foundation Member | User Founding Member |
| Action Language | You applied Access granted You’re in | Account verified Registration complete |
| Status Markers | Limited Edition Badge Foundation Member Badge | Verified Badge Beta Badge |
| Scarcity Language | 217 spots left The backdoor slams shut Not available anywhere else | Limited slots remaining Public beta closing |
| Tone Accents | We’re soooo back Real banger Lowkey it’s fire | Excited to announce We’re thrilled |
| Do Say | Don’t Say |
|---|---|
| “Built exclusively for MIT and Harvard” “Not available anywhere else” | “Available to select universities” “Limited beta access” |
| “Unavailable to the public” “You’re one of the few” | “Open beta program” “Early access preview” |
| “Limited Edition” “Foundation cohort” | “Premium tier” “VIP membership” |
| “Your application has been approved” “You’re in” | “Account verified” “Email confirmed” |
| “Priority access secured” “First in line” | “Waitlist registration complete” “You’re on the list” |