This article shows the results of an investigation in the territory of indigenous peoples from Zhina, in the canton of Nabon, Ecuador, based on the study of the discourses and alternative practices of the orthodox development model. The sumak kawsay understood as a beautiful life and good living, as well as the alli kawsay, understood as a good life, are two concepts that represent the confrontation of indigenous peoples to the orthodox development model. In the history of the indigenous peoples from Zhina since the purchase of land, the organization and political negotiation has been the guiding thread of the history of the territory. The confrontation occurred even within the indigenous people's territory at an identity level with the settlers, indigenous peoples who, after migrating from the indigenous territory, returned to it with visions that conflict with those that historically identify Zhina. The methodology used in the research was qualitative and participatory, based on in-depth interviews, observation and workshops.