The FATE System
Understanding the deep-psychology framework behind the ICA Tool and how it creates living, breathing ideal client profiles.
What is the FATE System?
FATE (Fantastic Adventures in Tabletop Entertainment) is a tabletop role-playing game system known for its narrative-driven character creation. Unlike traditional RPGs that focus on statistics, FATE emphasizes who your character isthrough Aspects, Skills, and Stunts.
The ICA Tool adapts this proven storytelling framework for business contexts, creating client personas that feel like real people—complete with contradictions, specific habits, and emotional depth that generic buyer personas lack.
The Core Components
Aspects (The Soul)
Aspects are short phrases that describe something important about your ideal client. They create narrative hooks and define the character's core identity.
High Concept
The role and core tension
Dilemma
The internal struggle they face daily
Connection
Their social proof and network position
Heritage/Passion
Their root motivation or side passion
Skills (The Stats)
Skills are ranked from +6 (Fantastic) to +1 (Average), representing what your ideal client is good at. This helps understand their strengths and how they approach problems.
Stunts (Special Abilities)
Stunts are unique certifications, hobbies, or roles that make your ideal client distinctive. Examples include “Certified Master Carpenter,” “Volunteer Firefighter on Wednesdays,” or “Restores vintage motorcycles.”
The Turbo Psychographics
Deep Psychology Layer
Beyond the FATE system, the ICA Tool adds a psychographic layer that captures the internal world of your ideal client.
Internal Monologue
The actual thoughts running through their head at 3am, when looking in the mirror, or during moments of doubt. These are the hooks for your marketing copy.
The Pain Triangle
Current Struggle
What they're battling this week
Deep Fear
What keeps them up at night
False Belief
The assumption holding them back
Resonant Messages
Marketing hooks specifically crafted to resonate with this persona. These are ready-to-use headlines and taglines derived from the character's psychology.
Why Specificity Matters
The ICA Tool doesn't generate “a 45-year-old business owner.” It generates Roland Müller, 52, who drinks Feldschlösschen beer in his workshop at 8 PM while watching YouTube videos about CNC machines he'll never buy.
This level of specificity—real brands, exact times, sensory details—transforms your marketing from generic to magnetic. When you know Roland checks his Oura ring obsessively and reads the Holz-Zentralblatt magazine, you can write copy that feels like it was written just for him.