on Jane Friedman site:
Opening pages are notoriously hard to get right, especially in early drafts of your manuscript. I’ve read hundreds of opening chapters of novels in my work as a writing instructor and book coach and one of the most common issues I see comes down to a misunderstanding of the difference between two key parts of your opening: the hook and the inciting incident.
The hook and the inciting incident are both story beats that should be part of the setup for Part 1 (20-25%) of your novel. They’re crucial for hooking the reader and kicking off the major action of the plot, respectively, but unless you’re writing thriller or mystery, they should not be the same beat.
Larry Brooks writes that there are “…a handful of important things Part 1 needs to accomplish… it’s not to show the reader the big inciting incident in the first few pages—that’s called a hook, which is an important part of the setup” (Brooks, Larry. Story Engineering (p. 146)). Lisa Cron describes the opening hook of the story as the first tick in your ticking clock, the step that “trigger(s) your protagonist’s decision to take that first step out of her comfort zone” (Cron, Lisa. Story Genius (p. 140)).
So how can you set up exactly the right trigger, the right hook, for your story? Let’s dig in and find out!
Chris The Story Reading Ape's Blog 
Using the cover art as a guide, I would say that the inciting incident is the lure to catch the little, or not so little, fishies attention, and the hook is what reels ’em in. 😀
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