Years ago, I owned a screen printing company called Planet Apparel. Back then, I started experimenting with keywords to improve product visibility on Google. One standout success was “custom bandanas,” which eventually ranked high in search results. That single optimization—along with other efforts—helped drive the growth of the company. It became so successful that when I sold the business, the new owners went on to sell hundreds of thousands of bandanas.

Fast forward to recent times: one of those bandanas, printed by Planet Apparel and designed by the legendary Shepard Fairey, ended up on the cover of Time Magazine.

This moment is historic because it marks the first time in Time’s nearly 100-year history that the publication replaced its iconic logo on the cover. The issue, centered around the theme of “The Great Reset,” underscores a pivotal global moment during the pandemic—a time of reflection, disruption, and opportunity to rebuild a more sustainable and equitable world. Shepard Fairey’s artwork, which features a call to action for Americans to vote during one of the most consequential elections in modern history, represents the power of art and messaging to inspire civic engagement. This bandana’s appearance on such a historic cover symbolizes not just an artistic achievement but the lasting impact of visibility and the ripple effects of a business’s efforts to position itself at the forefront of its craft.

The lesson here?

Always market your business and prioritize your search engine optimization. Consistent effort to increase visibility can open doors you never anticipated. You never know who might discover your work—or where it might end up.