Every marketplace has a surface story and a subterranean one. The surface is what most people see... announcements, acquisitions, product sunsets, M&A press releases, investor statements. The subterranean story is what actually matters. This is where power shifts. This is where value leaks. This is where new companies can be born long before anyone else realizes the opportunity is there.

Modern Ancients was built to operate in that subterranean zone. We are a design-intelligence studio, yes... but what we really are is an observatory. We scan the behavior of major players, emerging founders, government policy, cultural signals, and infrastructure shifts. We treat every move as a clue.

And we’ve learned something simple but transformative:

Markets broadcast signals before they reveal outcomes.

This is the foundation of Signals to Spinouts, the venture architecture that drives resinnovate.

The method is designed to catch early indicators that a system is about to transform, and then translate that shift into a challenger brand startup that enters the market exactly when the door opens.

A Method in the Madness

To understand the method in action, we can look at a recent, deceptively quiet event: Google’s decision to sell Google Domains to Squarespace. On the surface, it appears to be a divestment, a tidy balance-sheet cleanup... a non-core asset being handed off to someone else.

But this move wasn’t just about domains. It was about layers of the internet reorganizing. It was about signaling where major players intend to concentrate their power over the next decade.

Google is leaning into the protocol and infrastructure layers of AI dominance. That’s compute, cloud, foundation models, and identity rails. In other words: the substrate of the next internet. Squarespace is doubling down on the application layer. That's presence, expression, identity, storefronts, and the human-facing surface of the web.

One giant stepped back. One specialist stepped forward. A high-leverage layer just opened in between.

This is our signal.

Signals like this invite deeper questioning, and for us, that means discovering the opporutnity to see more, through human centered design thinking, where the human, is the possiblility of a customer, who’s pain is keeping them up at night.

To name a few —

What new companies become possible when a giant vacates a layer of the stack?
Where does unmet value now sit?
What pain suddenly becomes visible?
What new behaviors will emerge among creators, businesses, and communities who relied on that layer?

This is the exact kind of moment resinnovate was built to catch.

Signals to Spinouts takes the deeper reading of a move like this and turns it into a venture thesis. At Modern Ancients, we call this nexus the place where thesis meets hypothesis. It’s a field whose character stands out as an anomaly in the midst of your organization’s culture.

For example:

If Google is stepping away from the application layer...And Squarespace is absorbing a part of it...

What new micro-verticals are now underserved?
What expressive tools, integrations, identity systems, or community-layer capabilities are now newly open to disruption?
What is now possible that wasn’t six months ago?

It could be:

— a new kind of domain intelligence tool.
— a decentralized identity layer.
— a modular brand-presence engine.
— a creator-first commerce system that treats digital presence as a living asset.

The point is the same: the moment a giant moves, the market makes space for challengers. You just have to know how to see the opening.

Signals to Spinouts is the discipline of augmenting your organization,

with our journey consultants aligned to your trajectory, and seeing it.

It works like this:

We monitor shifts across corporate behavior, regulatory environments, IP ecosystems, civic landscapes, and technological stacks.
We track where incumbents pull back, where demand concentrates, and where new anxieties form among users and organizations.
We map these signals into patterns that reveal where the next wave of value will concentrate.
Then we build a challenger brand around that opening… fast, clean, and culturally aligned.
The startup targets your organization’s portfolio, while also considering a flexible diversion strategy — whichever return on investment becomes more advantageous for your strategy.

This isn’t guesswork. It’s pattern recognition. It's reading the world as a dynamic, evolving system instead of a static marketplace.

The Google Domains example is simply a snapshot of a larger shift that will define the next decade: the fragmentation of the application layer and the rise of specialized, meaningful, expressive platforms. Squarespace made a play to own that layer. Google made a play to own the substrate beneath it.

That’s the field of energy...That’s the pulse on it as a movement between token economics and vector economics…That’s the moment where a new kind of startup can be born.

resinnovates’ Brand Intelligence Center of Excellence

The B.I.-CoE product line exists to turn these moments into spinouts. Modern Ancients exists to ensure those spinouts carry meaning, coherence, and regenerative value. Signals to Spinouts is the program that bridges a sustainable connection between the signal and the company.

The marketplace is constantly communicating — power shifts — Infrastructure reorganizes — Human behavior adapts... And inside every one of these movements is a quiet opening for a challenger brand to appear. If you want to know where to build next, you have to learn how to see the signals. Or, you can hire us…because the problem is, they’re everywhere, and only one truly matters to you at any given moment of decision. Navigating this complexity is exhausting. We can step in and bring with us a moment of clarity….we can learn how to read them, together, so the future stops being unpredictable.

It becomes a canvas.

This piece emerged from conversations unfolding within the Seekers Society… a field where inquiry, experience, and shared resonance shape the insights that follow.

Signals to Spinouts: Reading Market Shifts and Turning Them Into Challenger Brands

This is the foundation of Signals to Spinouts, the venture architecture that drives resinnovate.

A Method in the Madness

To understand the method in action, we can look at a recent, deceptively quiet event: Google’s decision to sell Google Domains to Squarespace. On the surface, it appears to be a divestment, a tidy balance-sheet cleanup... a non-core asset being handed off to someone else.