Alice Pettey is a strategist, storyteller, and systems thinker whose work moves between two worlds—one of real-world transformation and one of speculative possibility. As founder of NDS Enterprises LLC, she leads a family of brands including The Brand Medic™, Differentiate Magazine, and Neurotic Dog Studios, helping health and wellness professionals build emotionally resonant, purpose-driven practices that heal from the inside out. Her branding philosophy is rooted in clarity, empathy, and human design—principles that also pulse through her fiction. In her award-winning series, The Ascendant Protocol, Pettey explores identity, memory, and the evolution of consciousness through a richly woven sci-fi/fantasy lens. Each story asks the same question she helps her clients answer: Who are you when the noise falls away—and what will you build next? Whether guiding practitioners toward brand health or readers through the Spiral, Alice’s mission remains the same: to spark transformation through story, strategy, and soul.