A while back, I was in Genius Network when Joe Polish asked a question that stopped me in my tracks:
“What’s your next moon shot?”

Not your next goal.
Not your next task.
But your moon shot — the big, bold idea that feels just out of reach. The one that changes everything if it works.

I’ve thought a lot about that ever since. Because if you’re an entrepreneur, chances are you’re fueled by a few moon shots of your own.

The First Big Leap

My first one?
Going digital in photography — long before the rest of the industry caught on.

At the time, most photographers were still shooting film. Digital was clunky, expensive, and definitely not “pro-level.” But I had a gut feeling that digital would unlock creative freedom and efficiency we hadn’t even tapped into yet.

Turns out, it was the start of everything.

That decision didn’t just modernize our workflow — it gave Eclipse Studios a seat at the table when the industry shifted. We weren’t playing catch-up. We were setting the pace.

Plotting the Plotter

My next big move? Buying a plotter.

If you’re not in the business, that might not sound like a moon shot. But back in 1997, most photographers sent their prints out to labs. Buying a plotter to do in-house photographic printing was… unusual.

Risky, even.

But I saw the opportunity. If we could control the quality, the timing, and the creative process from start to finish, we’d have a major edge.

That one plotter turned into two… then three…
And eventually, we evolved into grand format printing, setting the foundation for Eclipse Creative as you know it today.

Not Every Moon Shot Lands Perfectly

Now let’s talk about one that didn’t take off quite so fast: 3D printing.

Specifically, our investment in the Massivit printer — a giant machine that prints large-scale, jaw-dropping 3D forms.

We believed in the tech. We believed in the potential.
But unlike digital photography or the plotter, this moon shot required years of iteration, testing, trial, and error.

It took five years to get our 3D business where it is today.
There were growing pains. There was doubt. But there was also growth.

Sometimes the rocket doesn’t launch on the first countdown.
But that doesn’t mean it’s the wrong shot. It just means you need patience, commitment, and the right team on board.

Recent Moon Shots That Moved the Needle

Our latest leaps?

• Launching a Trade Show Division
• Acquiring Metcalf Printing
• Acquiring Conquest Maps

Each one of these came with questions, risks, and big decisions.
And every single one pushed us into new territory.

What do they all have in common?

They helped us ignite brands more completely.
They helped us reinvent and expand.
And they reminded me of something I come back to again and again:

Moon shots don’t just change your business.
They change you.

Why Moon Shots Matter

If you want to stand out in a crowded market, you can’t just do what everyone else is doing — a little better.

You have to be willing to do something no one else is doing.
To move when others hesitate.
To believe in the long-term play even when short-term wins are easier.

That’s the power of a moon shot.

It forces you to think beyond today’s to-do list and ask:
“What could this become?”

Moon shots fuel reinvention.
They stretch your capacity.
They build resilience.
And yes — they sometimes blow up on the launch pad.
But when they do land?

Game-changing.

What’s Your Next One?

Whether you’re building a startup, running a creative agency, or leading a legacy business — I challenge you to ask yourself:

What’s my next moon shot?

What’s the big idea that scares you just enough?
What have you been dreaming about, but waiting to “figure out first”?
What move would differentiate you completely if you had the courage to try?

Entrepreneurship was never meant to be safe.
And innovation doesn’t come from standing still.

So build the rocket.
Light the match.
Launch the damn thing.