Digital signage performance is often discussed in terms of data. Operational statistics offer technical confirmation. However, behaviour often matters more than raw data. Content can be playing, yet still fail to communicate. Observing real-world behaviour clarifies why others underperform. Digital signage works best when it aligns with how people behave. https://andrewoperationsjournal.thezenweb.com/how-digital-signage-systems-are-structured-78091885