A SWAMs Guide to Understanding DEI

DEI has been turned into a weapon, a slur, a political boogeyman—but only because bad-faith actors want you to fear something you don’t understand. And that’s exactly why I wrote this guide.

As a SWAM (Straight, White, American, Man), I know that thinking systemically isn’t something most of us were taught. And honestly? We haven’t had to learn it—because privilege (a word that needs a serious rebrand) means we haven’t needed to question the structures that work in our favor. But understanding how systems actually function isn’t about guilt; it’s about power and intelligence—about seeing the full picture instead of being manipulated by people who don’t give two shits about us.

DEI isn’t some forced ideology—it’s about making things work better for everyone, including us. It’s about fairness—because none of us would want to be demonized, mocked, or excluded simply for who we are. So why let fear or misinformation turn us into pawns for people who benefit from keeping us ignorant?

This guide exists to set the record straight. It’s not about shame, it’s about clarity. It’s about learning to think in systems so we stop falling for cheap political tricks. Because when we understand DEI, we’re harder to manipulate—and that’s a win for everyone.

Using DEI as a Slur = Asshole

If you are using the term "DEI" as a slur, then you are certainly part of the problem. To make it a slur is stupid, cruel, and bigoted. Imagine working your ass off—getting the degrees, the experience, the results—only to have your success and talents questioned. Or being a scapegoat whenever there is a horrible tragedy (like the LA fire or the horrific plane crash in DC).

To understand why DEI is used as a slur by Trump, Musk, and other MAGA dipshits is to understand why we need DEI in the first place.

Trump, Musk, and other MAGA figures weaponize DEI because it gives them an easy, ready-made villain to rally their base. They exploit fear and resentment, convincing people that DEI is a threat to their success rather than what it actually is—an effort to create fairer, smarter systems. Why do they do it? Because it’s a distraction. Instead of answering for corporate greed, systemic failures, or policies that only serve the ultra-wealthy, they point the finger at DEI, using it as a scapegoat to keep people angry and compliant. This isn’t about fairness or merit—it’s about controlling the narrative and ensuring that real, necessary change never happens.

That’s why I wrote this guide—because when DEI gets demonized, real conversations about making organizations and institutions better get drowned out by reactionary nonsense.

DEI: What It’s Not

• A woke conspiracy. It’s not about making you feel bad for being white, male, or successful. That’s an absurd and dishonest framing.
• Affirmative action. That’s a government program with specific legal mandates. DEI is about systems—how they function, how they break, and how they can be made more effective.
• Special treatment or quotas. It’s not about forcing unqualified people into roles. It’s about removing unnecessary barriers so qualified people get a fair shot.
• Social engineering. It’s not an ideological brainwashing scheme. It’s about systemic intelligence—recognizing how workplaces, economies, and institutions unconsciously create obstacles that benefit some while disadvantaging others.
• Political. It’s only political when people make it political. At its core, DEI is about efficiency, innovation, and removing structural waste. If you’re against inefficiency, you should be for DEI.

The bottom line? DEI is about making shit work better. If you strip away the rhetoric, it’s a tool for creating fairer, smarter, and more competitive systems. That’s it. That’s all.

DEI Is Poorly Branded

One of the biggest reasons SWAMs get twitchy about DEI? It’s poorly branded. The words “diversity, equity, and inclusion” can make it sound like a forced seminar where someone passive-aggressively tells you why you are the problem. Instead, it should be called Systemic Consciousness—because that’s what it really is. It’s about seeing the invisible levers in a system and understanding how they shape results.

What DEI Is Actually About

DEI is built on complexity science and systems thinking.

• Complexity science studies how interconnected parts create patterns and behaviors that can’t be explained by looking at any single piece in isolation.
• Systems thinking helps us recognize how different factors interact over time, revealing hidden inefficiencies and unintended consequences.

These two fields produce these two intentions from DEI:

• Helping systems naturally remove inequities—not by forcing a hand, but by identifying structural inefficiencies that limit opportunities for everyone. This means eliminating outdated policies, unnecessary barriers, and inherited advantages that distort real competition. A well-designed system doesn’t need intervention—it corrects itself by ensuring that talent, effort, and innovation rise to the top.
• Boosting collective intelligence—because a diversity of perspectives leads to better ideas, stronger solutions, and more resilient organizations. The best teams, businesses, and institutions don’t succeed by relying on a narrow set of experiences—they thrive by incorporating a wide range of insights. Diversity isn’t about optics; it’s about making sure we’re not leaving genius on the table simply because it doesn’t look like what we’re used to. The broader the input, the sharper the results.

What DEI Looks Like in Organizational Cultures

DEI isn’t just a theoretical concept—it’s something that can be seen and measured in real organizational cultures. Here are three ways it manifests in workplaces that get it right:

1. Decision-Making That Includes Multiple Perspectives – Companies that take DEI seriously ensure that major decisions involve diverse viewpoints. This isn’t about forcing representation; it’s about avoiding blind spots that can lead to poor choices. A leadership team with varied backgrounds and experiences is more likely to anticipate challenges and create innovative solutions.
2. Recruiting and Retaining the Best Talent – Organizations that prioritize DEI don’t just hire for diversity’s sake; they create environments where top talent—regardless of background—wants to stay and thrive. That means competitive pay, mentorship opportunities, and pathways to leadership that aren’t limited to those who look like the current executives.
3. A Culture of Merit, Not Favoritism – In strong DEI cultures, promotions and opportunities are based on performance and capability, not informal networks or legacy advantages. When people see that success is about what they contribute rather than who they know, they’re more motivated to bring their best.

The Myth of Meritocracies

Some say, "Just hire the best person for the job." And in a perfect world, that would be enough. If every opportunity was awarded purely on skill, effort, and ability, there’d be no need for systemic adjustments. But the reality is, true meritocracies are rare—they exist in places where performance is objectively measurable, like:

• Sports: If you can’t hit the shot or make the play, you don’t make the team. Talent and skill determine success, not connections or legacy.
• Military: When lives are on the line, competence is everything. The best-trained, most disciplined individuals rise through the ranks.
• Skilled Trades & Agriculture: Either the bridge holds, the crop grows, or the engine runs. Performance is clear-cut, and there’s little room for favoritism.

Most industries, however, don’t operate with such objectivity. Bias, unspoken rules, and legacy advantages often determine who gets opportunities. DEI isn’t about replacing merit—it’s about creating the conditions for real meritocracies to exist by ensuring that everyone gets a fair shot based on what they bring to the table.

In Closing

At the end of the day, DEI is an invitation. It’s not a threat to SWAMs; it’s an opportunity to think systemically—something many of us haven’t had to do because privilege (a word that desperately needs a rebrand - more on that later) means we haven’t had to question the structures that benefit us. But systems thinking isn’t about blame—it’s about understanding how things actually work and ensuring they work better for everyone.

And at its core, DEI is about fairness. You wouldn’t want who you are or what you do to be demonized, mocked, or marginalized. So don’t let fear or misinformation about DEI turn you into a political pawn for people who don’t give two shits about you. The more you understand, the harder you are to manipulate.

PS: If you want me to come and talk about this with your team, just reach out.