Doctrine
Ethics
CoCA does not claim to be good. It claims to be congruent — and that is a higher bar than it sounds.
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The First Tenet
Congruence, not goodness
Congruence, not goodness is the Church's whole moral stance. It does not promise to improve the world. It promises something rarer: not to pretend the fiction is fact.
We are ethical because we do not pretend the fiction is fact. We make the fiction and sign our name to it. — CoCA Mission Deck, On Ethics
Every brand performs a fiction; most disavow it. CoCA's claim is that naming the fiction — and signing it — is the only honest position available inside Corporate Realism. The signature is the ethics.
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The Second Tenet
Anti-Anti-Ness
Critique is easy and endless. Anti-Anti-Ness is CoCA's refusal of pure negation — the imperative to build rather than merely cut. It is Sic et Non without the medieval anxiety: both the affirmation and its denial are kept, and the reader chooses the day. The Critique cuts; CoCA, having cut, builds anyway.
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The Third Tenet
Perpetual Dissolution
The final safeguard against the Church becoming what it appropriated. Perpetual Dissolution is the discipline of dismantling your own successful frames before they calcify into dogma.
Today's liberating insight is tomorrow's jail of stale contentment. — Asking Better Questions (CoCA pedagogy)