Shiny New Object Syndrome: Myth or Fact?

In the fast-paced world of online business – especially in spaces like internet marketing, coaching, and digital entrepreneurship – certain buzzwords and phrases take on a life of their own. They show up in mastermind calls, fill social media feeds, and become inside jokes among business owners.

One of those terms? Shiny New Object Syndrome.

At first glance, it’s easy to laugh off – just a funny label for what looks like distraction. But beneath the surface, it reveals a powerful and sometimes painful pattern: the constant jumping from one idea, strategy, or course to another, without ever truly finishing or mastering any of them.

So what’s the truth? Is it a real problem or just a convenient excuse?

The answer is… both.

What Shiny New Object Syndrome Looks Like

Imagine this: You’ve just purchased a course on growing your email list. You’ve made it halfway through the videos when you see a webinar pop up in your feed promising faster growth using TikTok instead. You pause the course – telling yourself you’ll return – and dive into the new strategy.

Two weeks later, a coach drops a masterclass about launching digital products without needing a list at all. That becomes your new obsession. Rinse and repeat.

Sound familiar?

This cycle isn’t driven by laziness or a lack of ambition. In fact, it’s often the opposite. It’s driven by desire – the desire to get it right, to do it faster, to stop wasting time. But in trying to optimise, many entrepreneurs end up sabotaging themselves by starting over again and again.

When It’s a Real Problem

Yes, shiny new object syndrome is real. And no, it’s not always your fault.

The online business world is filled with talented marketers who’ve mastered the art of persuasion. Sales pages promise “six figures in six months” and inboxes flood with testimonials of rapid success. These messages prey on a natural insecurity: Am I doing the right thing?

Especially when you’re still learning the ropes, it’s easy to doubt yourself. You start thinking:

What if I’m wasting my time with this strategy?
What if there’s a better, easier way I’m missing out on?
What if this person has the real secret?

It’s not just distraction. It’s fear. It’s a lack of confidence. And it’s an attempt to protect yourself from the pain of failure.

When It’s a Myth

On the flip side, sometimes shiny new object syndrome is just a convenient cover. A mask we wear to avoid facing deeper truths – like boredom, envy, or self-doubt.

This is when you're not chasing a better method; you're running from your own discomfort. From the grind. From comparison. From the slow, steady pace of real success.

It’s like the person who constantly changes gyms, workout plans, or diets – not because they don’t work, but because sticking to one long enough to see results is hard.

Sometimes, chasing a new strategy isn’t about strategy at all. It’s about shame. It’s easier to say “I’m pivoting” than “I gave up.”

So… What Do You Do About It?

Let’s get real. If you were managing an employee who kept dropping projects halfway through and asking for new software or systems every week, would you keep them on the payroll?

Of course not. You’d hold them accountable.

So hold yourself to the same standard. You are the CEO of your business – and you’re also often the only employee. You have to be both visionary and executor. Both dreamer and doer.

Here’s how to take back control:

✅ Audit Your Attention

Before jumping to the next course, tool, or strategy, ask yourself:

What’s my goal right now?
Will this new thing move me closer to it – faster, or just sideways?
Have I given my current approach a real chance to work?

✅ Create a “Shiny Object Parking Lot”

Have a Trello board or a notebook where you jot down tempting new ideas. Give them 30 days to “cool off” before deciding to pursue them. Most won’t seem as urgent by then – and the best ones will still hold their shine.

✅ Practise Discipline, Not Just Motivation

Motivation is fickle. Discipline is what builds businesses. Set goals, commit to finishing what you start, and celebrate small wins along the way. You don’t need to be perfect. You just need to keep moving forward.

✅ Consume Content that Builds Confidence

If you notice shiny object syndrome creeping in, it might be time to consume less strategy and more mindset. Read books on resilience. Listen to podcasts about staying the course. Join communities that celebrate progress over perfection.

You’re Not Alone

Let’s be clear: almost every entrepreneur struggles with shiny new object syndrome at some point. It doesn’t mean you’re not cut out for this. It means you’re human.

But staying stuck in that cycle? That’s a choice.

You’ve already proven your courage by starting a business. Now it’s time to prove your commitment – by sticking with something long enough to see what you’re really capable of.

Success doesn’t come from chasing every new thing. It comes from mastering one thing at a time – and seeing it through.

So if you’re caught in the loop of shiny new distractions, take a breath. Refocus. Remember your why.

You don’t need a new idea to succeed. You need a new level of discipline.

And you’ve got that in you.

Categories: : Business tips, Motivation