Vocabulary.

One page. Normative. If a document and this page disagree, this page wins.

The company's name

HUBIQ, always in capitals (Gideon, 23 October 2026). In running text, headings, page titles, metadata, alt text, captions and the legal line ("HUBIQ HOLDINGS LTD, trading as HUBIQ"). Never HubIQ, Hubiq or hubiq. The possessive is HUBIQ's. The initiatives were already written this way (ATOMIQ, TENANTIQ); the company now matches them. Two things are not the name in running text and keep their own form: the wordmark (the logo, set as HUB and IQ in two colours) and the domain and email addresses (hubiq.co.uk, hello@hubiq.co.uk), which stay lower case. This replaces the earlier rule that the name was written HubIQ.

The three words that matter

Initiative. One of the sixteen businesses in the portfolio. ATOMIQ, TENANTIQ, MEDIQ, SITEIQ, TRAFFIQ and the rest. Each has its own name, market, leader and accent colour. This is the word the public site uses.

Solution. A capability or offer within an initiative. AtomIQ's eleven preset responses are its solutions. TenantIQ's report-an-issue flow is one of its solutions. A solution is something an initiative sells or does. It is never a business.

Satellite. Internal only, and increasingly redundant. It means the same thing as initiative. Prefer initiative in anything a customer, investor or partner will read.

The test: a business is an initiative, and it offers solutions. If you can put a leader's name against it, it is an initiative. If it appears on a price list, it is a solution.

The one deliberate exception

Solution foundry. HUBIQ is a solution foundry. This is a fixed compound phrase and the company's positioning, and it stays exactly as it is. It predates the split above and it is not an instance of "solution" in the sense defined here. Do not "correct" it to initiative foundry, and do not rename the /solution-foundry/ route.

Everything else called "solution" that means a business is wrong and should be changed.

Words that are banned

Factory. Never applied to HUBIQ. It only ever describes what other people are building, as the thing we differentiate from. The entire argument on the foundry page depends on that distinction holding.

Venture. Not used. Initiative is the word.

Product. Not used for the businesses. An initiative may have a product; it is not one.

Claims that carry conditions

The 90% inheritance figure is always labelled a target, never stated as achieved.

The 20/70/10 reuse split is a hypothesis and is described as one.

No more than three external statistics on any one page.

Do not cite the METR 19% slowdown study.

House style

British English. Never use em dashes, anywhere, including code comments. Use commas, colons, semicolons or parentheses.

Direct, peer to peer, occasionally dry. Original framing over safe generality. Authoritative but accessible, never self-congratulatory.