So Close, Yet So Far Away
Right on the cusp of totality
The total eclipse: This rare event was happening a drive away. People were flying across the country to see it. I was lucky to be so close—and I didn’t want to miss the opportunity, so…
In the days leading up to the trip, I prepared (as best I could after a long day’s work). I booked the cabin, got eclipse-viewing glasses, ordered Moon Pies and got my daughter an adorable shirt.
On the day of the trip, my mom arrived on time. I loaded my car up with everything required for a toddler-overnight trip (which is pretty much everything ever)—and somehow, we departed as scheduled.
But, Moon Pies weren’t enough…
I realized—when it was already too late—that the spot I had picked was at 99.96% visibility. And guess what? That last .04% makes a huge difference! Right on the cusp of totality, we missed the whole show. The sun got down to the size of a sprinkle on top of a cupcake, and it was beautiful, but I didn’t get to see the ring of light around the moon like the people who were only four miles down the road.
To top things off, I forgot my clothes. And the Moon Pies. And the salt. So as I ate salt-less grits in my pajamas surrounded by my daughter and mother after an almost-eclipse, I realized: This is why I’m a designer—not a scientist, nature guide or astronomer. I had no idea what I was doing…and I managed to get pretty close…but not close enough. (I did manage to watch it while floating in a lake, which was kind of awesome.)
Why am I sharing this?
Because your business is the same. An almost-there-brand or almost-there-website won’t reflect your business and bring credibility, profits or donations. And like my attempts at seeing the eclipse, you could try to do it yourself. But you might spend lots of time, money and brainpower and still come up short (and frustrated).
I’m not the gal to guide you to an eclipse viewing, but I am an expert at creating brand identities and websites that motivate.
Need help finding the point of totality when it comes to connecting with your clients or supporters? Take advantage of my complimentary 30 minute consultation.