I’ve spent years studying one question:Why do some organizations feel inevitable while others work twice as hard for half the impact? The answer isn’t tactics, funnels, or clever content.It’s signals — the psychological, cultural, and narrative cues an organization broadcasts every day, whether it realizes it or not. When those signals conflict, people hesitate. When they align, people commit. I founded Inciting Incident™ to solve this alignment problem. My framework, Signal Intelligence™, unifies five disciplines into one coherent system: MindCraft — how people think, decide, and filter information GameCraft — the mechanics that drive engagement and behavior StoryCraft — the narrative that creates memory, meaning, and desire CultureCraft — the identity and rituals that create belongi...