About
The name is the method
Move 37
In 2016, a Go-playing AI called AlphaGo faced Lee Sedol, one of the greatest players alive, at a game people thought machines were still decades from winning. On move 37 of the second game, it played something no human would have. The commentators called it a mistake, and Lee Sedol stood and left the room to compose himself. It was the move that won the match. What looked like a blunder was a better read of the board than any human could see.
That’s the Signal 37 pattern. The right move can look crazy when you can’t find the signal in the noise. We find the signal so you can see your move, trust it and move before anyone else even knows there’s a move to make.
Who we are
Joshua Shane
Co-founder
A founder and operator who builds the systems that let an organization act on a hard problem instead of stalling in front of it. Across three decades, from deep-tech product strategy to AI-native infrastructure, he brings the complexity-theory and causal-modeling half of Signal 37’s method: turning a messy reality into a working model your own team can run. Co-founder of Signal 37; a multi-time founder with two exits, Kanopy (acquired 2022) and WonderTwin (acquired by LocalStack, 2026); Managing Director at Viewstream (now Kadiko, acquired by the Supreme Group); Fractional CMO at Xtract; leadership at Consensys, Intel Geospatial, and Microsoft HPC. Science Advisory Board, Active Inference Institute.
Joshua Shane on LinkedIn →
J. Scott King
Co-founder
A strategist and designer who has spent three decades building brands from one discipline: an honest map of what an organization can genuinely do to what the people it serves actually need, and whether the offering bridges the two. Executive Director at frog, where he was part of global leadership for the design-research practice that is the inspiration for the design-thinking half of Signal 37’s method; a $900M private-label portfolio at Whole Foods; most recently Chief Experience Officer at Runway Group, developing Bentonville, Arkansas into a premier cycling destination.
J. Scott King on LinkedIn →
Fifty-plus years between them reading markets and organizations: design thinking meets complexity theory, product strategy meets causal modeling.