Fold brand values down into the Ladder of Love

www/big-picture/brand/index.spt

@@ -2,37 +2,30 @@ nav_title = 'Brand Guidelines'
 [---]
 [---] text/html via markdown
 
-Gratipay is an [open company](http://www.opencompany.org/) rooted in the 
+Gratipay is an [open company](http://www.opencompany.org/) rooted in the
 [open-source](https://en.wikipedia.org/wiki/Open_source) cultural tradition.
-These brand guidelines are an articulation of our collective self-identity, 
-and act as a guide when we hash out identity-formative decisions. In managing 
-the Gratipay brand together, our goal is to care more about 
-[our mission](/big-picture/mission) than about numbers and growth, and to 
-care more about people than about our mission. See also: [Asimov's
+These brand guidelines articulate our collective self-identity, and act as a
+guide when we hash out identity-formative decisions. In managing the Gratipay
+brand together, our goal is to care more about [our
+mission](/big-picture/mission) than about numbers and growth, and to care more
+about people than about our mission. See also: [Asimov's
 Laws](http://en.wikipedia.org/wiki/Three_Laws_of_Robotics).
 
 
-## Brand Values
+## Ladder of Love
 
-Per our [mission](/big-picture/mission), we value **gratitude, generosity, and
-love**.
+Our primary brand values are safety, consent, transparency, openness, and love.
+We see each as dependent on the prior value to form a "ladder of love":
 
-We value **honesty**. We try to be honest with ourselves, and we welcome
-critique of Gratipay by others.
 
-We value **kindness**.
+ - **love**---interdependent fellowship with one another
+ - **openness**---sharing control with one another
+ - **transparency**---sharing information with one another
+ - **consent**---not acting on an individual without their permission
+ - **safety**---individual physical and emotional security
 
-We value **collaboration** and **openness** to one another.
-
-We value **direct, interpersonal communication**.
-
-We value thoughtful and thorough **discussion and deliberation** as means of
-reconciling wills and making decisions. We like "[dialoguing with interested 
-people about a significant but not urgent 
-risk](http://www.psandman.com/index-intro.htm)."
-
-We value **safety** and **consent** as necessary preconditions for communication, 
-discussion, and deliberation.
+We see **gratitude** and **generosity**, referenced in our
+[mission](/big-picture/mission), as the economic expression of love.
 
 Gratipay has been called "**sweetly idealistic**" (Elizabeth Weiss, [The New
     Yorker](http://www.newyorker.com/online/blogs/currency/2014/02/can-we-crowdfund-a-creative-middle-class.html))