Does Your Business Suffer “Shiny Object Syndrome”?

John Holobinko, Managing Director

Business Reimagined, LLC

Have you ever put a shiny object in front of your dog or cat?  Or perhaps something new in front of your young child?  They forget about whatever they were doing at the time, and shift their focus on that new thing, no matter how trivial it is.. We call this “shiny object syndrome.” Whatever you call it, it’s becoming a big problem for businesses.  If you are suffering from it, you likely don’t even realize your own behavior. Here’s why and what you can do about it.

Experts argue over whether our attention spans are diminishing or not, but the one thing we know is true as business owners, the number of things distracting us is growing. Spending time creating content for new social media platforms, podcasts, conferences to attend, and a host of other things that are “guaranteed” to improve our businesses. It is shiny object syndrome.

There are only so many hours in the day, and you can’t do everything. How are business persons supposed to choose? What path should they navigate or what tasks should they undertake for success? Why Is Shiny Bad for Business? Chasing shiny object syndrome  entices business owners to pursue business success in a non-goal-oriented way. Your eye is continually drawn to the glimmer, the new trend, the quick answer to revenue. These things can be exciting (and distracting) with promises of easy wins. Business owners who pursue them often get halfway down a path and then either lose interest or they realize they simply can’t keep up. Have you ever recorded a few episodes of a podcast only to abandon it when you learn you don’t have the time to market?

Don’t beat yourself up. Treat every experience as a learning experience.  Any innovative, creative leader can be drawn in. Finding the right formula for business success can feel like finding the right path to your destination without a map. If you’re pulled in many directions and find yourself wondering where the path to business success is, you need to stop chasing shiny objects and focus on activities that can move the needle of your business.

Here are some suggestions on how you can cut down on chasing after shiny objects:

Know your goals. Define your business goals succinctly and specifically. Use SMART goals. (If you don’t have three to five SMART goals for your business, get someone to help you or hire a business consultant.  It’s money well spent.)

Create a roadmap that aligns with your core values and objectives. Your roadmap/strategy plan should enable you to evaluate new opportunities more objectively. Ask yourself if the new idea or project directly contributes to your vision and if it aligns with your overall goals. If it doesn't, ignore it.

Prioritize your tasks. Create a list of initiatives that are critical to achieving your goals. Evaluate each task based on its potential impact and feasibility and rank them accordingly. This prioritization process will help you stay focused on what matters most, enabling you to allocate your time, energy, and resources effectively. When new opportunities arise, evaluate their impact against your prioritized list, and only consider taking them on if they offer significant advantages over your existing projects.

Do research before taking action. After doing some digging, that new idea may lose its appeal. If it still looks attractive, you can attack it with more confidence.

Quantify your available time. Be honest about the time you have to dedicate to making this endeavor a valuable part of your marketing mix (or wherever it fits). Do you have the time to learn the new task, market it, and see it through to completion and success? If not, pass on it. If you’re sure it’s a good opportunity and don’t want to drop it, then you’ll have to give something else up that you’re currently doing. That will free up time to make the new idea a success.

Ditch the quick success idea. Blame it on the lottery or the viral social media posts, but many of us still have an attachment to instant celebrity. We take on new marketing tasks with the same passion we exhibit in Vegas. We’re going to win big on this next turn. Just wait and see! !In reality, most of us end up wasting time and money instead. This viral mentality is getting in your way.

Stay committed. One of my favorite expressions is “Say what you will do and Do what you say”. If you’ve ever tried to lose weight, you know one good day of eating healthy and exercising doesn’t do it. It’s a culmination of several different activities, followed through on over time. It can be a frustratingly long process. Along the way, many well-meaning people will give you quick weight loss tips that sound too good to be true. Business success can feel the same way. Stick to your goals and only adjust or pivot when the squirrel or shiny object comes with a sound business reason to do so.

Shiny object syndrome can be a significant obstacle to long-term success in business. But success comes from staying focused, charting progress, and making deliberate choices aligned with your core objectives. You cannot do it all or you will spread yourself too thin to be successful at any of it. By implementing these strategies, you can steer your business toward sustainable growth and achieve the outcomes you aspire, with fewer distractions and more wins.

Have a business problem you are struggling with?  Contact Business Reimagined, LLC for help.