Ibn Tumart
Ibn Tumart's main principle was a rigid unitarianism ("tawhid") which denied the existence of the attributes of God as incompatible with his unity and therefore a polytheistic idea. Ibn Tumart represented a revolt against what he perceived as anthropomorphism in the Muslim orthodoxy, but he was a rigid predestinarian and a strict observer of the law. He laid the blame for the "theological flaws" of the nation upon the ruling dynasty of the Almoravids. Ibn Thumart strongly opposed their sponsorship of the Maliki school of jurisprudence, whom he accused of neglecting the Sunnah and Hadith (traditions and sayings of Muhammad and his companions) and relying too much on "ijma" (consensus of jurists) and other sources, an anathema to the stricter Zahirism favored by Ibn Tumart. Ibn Tumart condemned the subtle reasoning of Maliki scholars as "innovations" ("bid‘ah"), obscurantist, perverse and possibly heretical. Ibn Tumart also blamed the Almoravid governance for the latitude he found in Maghrebi society, notably the public sale of wine and pork in the markets, something the Qur'an forbids. Another reform was the destruction or hiding of any type of religious art in mosques. His rule and the rule of the Almohads after were full of reforms that attempted to turn the area under his control into a place where his doctrines held sway.