Last month, a friend and I traveled to Yosemite National Park to witness Firefall—an annual February phenomenon where, if the sun sets unobscured from the clouds, it illuminates a wispy waterfall at the top of El Capitan creating the illusion of a lava cascade.
We booked arrangements six months in advance, followed all the designated directions, arrived hours early, and secured a comfortable spot with a clear view of Horsetail Fall.
As the sun set and the clouds moved away, a stunning glow appeared in phases of vibrancy across the face of the mountain.
It is happening!
Within a few minutes of peak glow, a section of the crowd behind us erupted in cheers.
But in our section? Mutters of confusion.
We and the people around us looked at each other, wondering… had it happened yet? We saw a glorious glow, but not the striking cascade we expected.
We waited for the sun to completely set, thinking maybe we’d catch it at just the right moment. But it never did.
What did the people cheering see that we didn’t?
Immediately after, my friend felt the sting of an Instagram vs. Reality moment. Two weeks later she’s still scrolling IG posts, wondering why our experience didn’t look the same with notes of what we are doing next time.
As I look at the images, the more it reminds me of what I see in the online business space.
We follow the ‘proven’ steps, put in the work, and sometimes our results don’t always match the picture-perfect versions we see elsewhere.
This experience revealed a strikingly similar reminder of the importance and impact of positioning.
Admittedly we didn’t do deep dive research into the photos prior to going to manage our own expectations and ensure we capture a particular angle. We positioned ourselves closely to the base to take in the full view, assuming we needed to see the entire waterfall. But the magic of Firefall happens further back at a slightly obscured angle, where the light contrasts to shadows from the rock just right.
In addition to the wide angle view, we shot on iPhones while many others had DSLR cameras coupled with professional-grade zoom lenses. And the stunning images being shared? Likely retouched.
In brand marketing, this can show up as not being clear on the purpose our offers serve, who they are truly for, as well as what’s unique or different about them. This can lead to casting too wide an audience net or broad, generic messaging that dilutes the impact of the positioning.
The tools and process we use to operate and amplify our positioning can also make a difference in the results we capture.
Finding a refined angle—whether in defining purpose, messaging, audience segmentation, technology solution or process—can create a clearer, more resonant connection.
If something isn’t happening the way you expected or desired, it never hurts to take a moment to assess and ask… is there a better angle to be found?
Sometimes it helps to have another perspective. If you’re seeking support to find the better angle in your positioning, 1:1 marketing mentorship can help bring things into clearer focus so you capture the vision you’re aiming for.
