Kickstarter puzzle

The Cryptex Hunt of 2019 had a magazine theme and featured various puzzles in the form of ads. Below is the contribution from PostCurious. You can solve this puzzle by itself or visit the Cryptex Hunt website for more information. This puzzle requires outside research, and hints can be found below the image.
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Hint 10

. Moving to each spot on the circle is a “step”, including moving down from one circle tier to another. Count the steps between each letter you plotted and transcribe the numbers into the right hand.