Shiny Object Syndrome: How to Stop Distracting Your Business

Shiny Object Syndrome (SOS) is a condition recognized by many entrepreneurs. It’s that urge to impulsively start “promising” projects, launch new products and services, and dabble in miracle marketing methods.

Pretty soon, your company is stretched thin trying to manage both your legacy business and these shiny new ideas. Sadly, many of these ideas don’t pan out, and your business is left retreating to its now distracted and weakened core.

Sound familiar?

My investment banking firm, MB Partners, fell victim to SOS in 2006. Our core business was doing great, thanks to a successful direct mail campaign. The phone wouldn’t stop ringing, and I thought we were untouchable. Then, two shiny objects caught my eye.

Our Shiny Object Syndrome Story

After reading Tom West’s Complete Guide to Business Brokerage and Michael Gerber’s E-Myth, I was inspired to launch two new ventures. We hired an expensive executive to run a startup business brokerage firm, and at the same time, we launched an E-Myth-style business systematization company.

Here’s what happened in just six months:

• Our clients were confused, wondering what on earth MB Partners was doing.
• We attracted small customers we couldn’t properly serve—and who couldn’t afford us.
• We drained our cash reserves as these new ventures struggled to gain traction.
• My A-players were distracted, and our core business suffered.

At the time, these new ideas seemed like winners, but Shiny Object Syndrome blinded me to the risks, until we were bleeding cash and focus.

The Real Issue with Shiny Object Syndrome

The problem with SOS isn’t that the visionary has bad ideas. Quite the opposite—many shiny objects start as great ideas. The issue arises when these ideas are abandoned too soon, turning them into distractions. If only we had stuck with one long enough, we might have found a way to iterate or pivot to success.

How Entrepreneurs Cope with Shiny Object Syndrome

Most entrepreneurs realize they’re prone to Shiny Object Syndrome and develop ways to manage it. A popular tactic is filtering new ideas through a COO or leadership team, letting them poke holes in the plan.

The downside? Good ideas often get killed by this scrutiny before they’ve had a chance to grow. Take the Apple Watch. When it first launched, people were baffled—did anyone really need another gadget on their wrist? Yet, Apple’s persistence turned it into a wildly successful product.

Another method some CEOs use is to cut themselves off from new ideas altogether. They swap business books for fiction, skip brainstorming groups, and avoid talks. But this only works temporarily—sooner or later, the lack of stimulation leads to frustration or even unhealthy diversions like gambling or extreme activities.

The Faux Fix: Spinning Off a Shiny Object

Some CEOs think they’ve found a solution by spinning off the shiny object into its own startup. This gets it out of the core business, but the problem is, it takes the CEO’s focus and energy with it. Without entrepreneurial energy, even well-systematized businesses can stall.

Is There a Cure for Shiny Object Syndrome?

So, can you completely cure Shiny Object Syndrome? Sadly, no. “Creative vasectomy” isn’t a thing. 

However, you can manage it. One useful approach is to put new ideas in a creative freezer. Let them sit for a couple of months, then unfreeze one or two each quarter for implementation. This slows down the Shiny Object Factory and gives your restless CEO a creative outlet.

To ensure these ideas don’t derail the business again, a tool like the Rock-Step Planner™ can help. It turns those unfrozen ideas into actionable steps. You can download a free worksheet here.

Conclusion

Shiny Object Syndrome doesn’t have to derail your business. With the right discipline and tools, you can keep your ideas in check and stay focused on business growth.

And if you’ve got questions, ideas, or just a different take—let me know. I’d love to hear what you think! Send me your thoughts through steve@stevepreda.com.