At some point or another, all entrepreneurs fall prey to what is known as bright shiny object syndrome.

Recognize that phrase? Worse yet, recognize that feeling of having your vision hijacked to satisfy a whim or a weakness you may have?

Harsh, I know. However, this condition is severe. It distracts and, in some cases, derails well-intentioned businesses (and their owners).

In what follows, I will present:

  • What Is Bright Shiny Object Syndrome
  • Why Does It Happen
  • The Negative Impact of It
  • How Do You Know If You Have It
  • Tips On How To Avoid / Get Rid Of It

Let’s get started.

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    What Is Bright Shiny Object Syndrome

    bright shiny object syndrome distracted mind of an entrpreneur
    Bright Shiny Object Syndrome refers to the tendency of entrepreneurs to get easily distracted by new and exciting opportunities.

    Bright shiny object syndrome is a condition of the constantly distracted entrepreneur. These bright shiny objects are the tangents (or rabbit holes) an entrepreneur chooses to chase down that pull them away from and ultimately delay real progress toward their stated mission.

    Many times these bright shiny objects are rooted in either scarcity, low self-confidence, or gluttony. Other times, entrepreneurs use them as a form of procrastination.

    For example:

    • Following new trends or fads to ‘keep up with the Joneses’—even though it contradicts your desired brand.
    • Adding an ill-fitted, yet sexy, new product line because one of your competitors is now offering it.
    • Forcing a new idea or marketing tactic—even though it doesn’t align with you or your target market.

    All of these and more can waste time and be very detrimental to your business.

    Now imagine the entrepreneur who is chasing bright shiny objects in all different directions, all at the same time. It’s not uncommon. As a coach, I see it often. It transforms a one-off bright shiny object incident into bright shiny object syndrome.

    Why Do Entrepreneurs Fall Victim To Bright Shiny Object Syndrome

    Avoidance of Pain (80%)

    I’d estimate that approximately 80% of the cases that I have come across as a business coach over the past few decades are due to avoidance of pain. It’s a form of procrastination. Their mind is simply trying to protect itself from something it deems uncomfortable.

    Fear is a big driver here.

    Therefore, whether consciously or unconsciously, the entrepreneur seeks out (or manifests) distractions. Distractions that correspond to the level of pain they are trying to avoid. These distractions are bright shiny objects.

    Gaining Pleasure (20%)

    Many entrepreneurs, especially those we deem serial entrepreneurs, enjoy the thrill of kicking something off, like using new and exciting technology or beginning new projects—thus putting their vision into play. However, they tend not to enjoy carrying things through. That stuff is flat-out boring. They prefer someone else do that. 

    I almost liken it to a drug addict constantly seeking out her next fix.

    The Negative Impact of Bright Shiny Object Syndrome

    1. Stagnation and lack of growth in business

    One of the most obvious negative effects of Bright Shiny Object Syndrome is that it can prevent your business from growing. When you’re constantly jumping from one idea to the next, you’re not giving any idea the time or attention it needs to flourish truly.

    By not committing to a single idea, your business can become stagnant and ultimately fail to grow. To combat this, it’s important to set specific, measurable goals for each idea you pursue and give each one a dedicated amount of time and attention.

    2. Decrease in Productivity

    When you’re constantly feeling distracted by new ideas, it’s easy to lose focus on the work at hand. This can lead to a decrease in productivity and ultimately impact your bottom line.

    In overcoming Shiny Object Syndrome, it’s important to make a plan and stick to it. Create a prioritized to-do list each day and complete your tasks in order. This will help you stay on track and avoid getting sidetracked by new opportunities.

    3. Inability to achieve strategic goals

    Bright Shiny Object Syndrome can also prevent you from achieving your long-term strategic goals. When you’re always chasing shiny objects or “the next big thing,” you’re not dedicating the time and resources necessary to see your current goals through to completion, leaving unfinished projects to rot.

    To overcome this, it’s important to reassess your goals and adjust your focus as needed regularly. Make sure you have a clear understanding of what you want to achieve in both the short and long-term and make a plan to get there.

    4. Burnout

    Finally, Bright Shiny Object Syndrome can lead to burnout. When you’re constantly pursuing new ideas and too many projects, it’s easy to begin feeling overwhelmed and exhausted.

    To avoid burnout, it’s important to take breaks and practice self-care. Make sure to prioritize your mental health and seek support from friends, family, or a therapist if necessary.

    The Negative Impact of Bright Shiny Object Syndrome
    4 Negative Impacts of Bright Shiny Object Syndrome for an Entrepreneur

    Are You Guilty Of Bright Shiny Object Syndrome

    Well, are you? Are you guilty of Bright Shiny Object Syndrome? How would you know?

    Sometimes the best way to explain something is through an example. Here’s a good one.

    Don't Overlook Your "Acres of Diamonds"

    A great book that I highly recommend reading is “Acres of Diamonds” by Russell H. Conwell.


    In a nutshell, it tells of an already wealthy old Persian farmer who gave up everything—his farm—his family—in search of wealth elsewhere. However, ultimately, his search fails, and he dies in vain—broke and alone.

    Wow, depressing, right?

    The story continues though. It gets better.

    It turns out that the person who bought his farm ended up discovering one of the biggest diamond mines ever. Not in some distant land. He discovered it right in his own backyard! The same backyard that the old Persian farmer gave up on in search of wealth elsewhere.


    Do you get the gist of the lesson learned here?

    Disregard that old saying: the grass is always greener on the other side (of the fence). Why? It’s nonsense. Didn’t we learn anything from Acres of Diamonds?

    Make sure you’re giving your business—your service—your product line the proper due diligence before ignoring it and latching onto the next exciting things or bright shiny object that crosses your path.

    Acres of Diamonds by Russell H Conwell
    "Acres of Diamonds" is available for free via the public domain. Click the book above to download a copy.

    How To Avoid / Get Rid Of Bright Shiny Object Syndrome

    Alright. So, you are pretty convinced that maybe, just maybe, you, on occasion, may exhibit a tad bit of bright shiny object syndrome.

    So what can you do about it?

    Here are four things you can do to avoid shiny object syndrome (or get rid of it).

    1. Revisit Your Vision

    Revisit and realign with your company vision. Get crystal clear, once again, on the big picture and exactly where it is you say you want to go and, most importantly—why.

    The intention here is to corral your attention. Doing so will have positive progress and bring your business better results.

    Dean Mercado Quote - Corral Your Attention With Targeted Intention
    Want Better Results? Corral Your Attention With Targeted Intention

    2. Focus On The Fewer, Better Opportunities

    Not all opportunities are created equal— Regardless of their source.

    Use your long-term vision to dictate (and prioritize) what stays and what goes.

    Be willing to sacrifice the good to get to the great.

    Look to maximize what you already have going on. Not sure how to do that? Get a mentor or an experienced accountability coach that can provide insight and accountability.

    Most small business owners already have diamonds right inside the fences of their companies. Yet they lack the confidence and the foresight to stay focused and see what lies right in front.

    Also, beware of the temptation to take on too much. It’s a passion killer. Managing time effectively is key. Do you ever feel like your wheels are spinning a mile a minute, yet you seem to be moving in slow motion? Worse yet, not moving at all?

    Been there, done that! I know it doesn’t feel good. It stokes the temptation to look around for a bright shiny object to bring us that feeling of movement (and accomplishment) once again.

    This level of focus will keep you true to your long-term vision and a lot less likely to seek out distraction and instant gratification.

    What follows are two worthy books that do a great job of furthering this conversation. Click on either one to read a sample.

    What follows are two worthy books that do a great job on furthering this conversation.  Click on either one to read a sample.

    The One Thing by Gary Keller
    "The One Thing" by Gary Keller
    Essentialism by Greg McKeown
    "Essentialism" by Greg McKeown

    3. Delegate What You Procrastinate

    Do you find yourself purposely seeking out rabbit holes to continually chase down so that you can avoid doing something specific?

    A typical scenario I see with small business owners is doing anything instead of making the proven effective and vital sales calls, even though the most prominent problem most of those companies face is a lack of sales.

    No, not a lack of leads. In this case, they have those. It’s a lack of sales that’s the issue.

    Instead of avoiding what you know is so, might I suggest a different approach? Get them off your plate. Delegate what you procrastinate.

    Where there is a will, there is a way. If you truly buy into your vision, you’ll find a way to delegate those things, let’s face it, you hate.

    This is definitely an area where a coach would help!

    Dean Mercado Quote - Delegate What You Procrastinate
    Delegate What You Procrastinate

    4. Get In The Habit of Celebrating Victories (Big & Small)

    Celebrate those wins!


    It keeps the fires burning. It stokes your passion for your business and your vision for it. It reminds you that good stuff is happening. Shit is getting done!

    That inspires you to stay the course toward what is good and worthy.

    Celebrate the moment
    As it turns into one more
    Another chance at victory
    Another chance to score

    Ready to celebrate yet?

    If so, here’s a music video where that quote I just shared with you comes from.


    Wrapping Up the Discussion about Bright Shiny Object Syndrome

    It’s pretty straightforward.

    As entrepreneurs, we are certainly not starving for an opportunity. It’s all around us. We are literally drowning in it. Hence bright shiny object syndrome. It runs rampant among entrepreneurs.

    Do you suffer from it? I believe we all do from time to time.

    The key is limiting its ability to linger and cloud your vision.

    Want More On Bright Shiny Object Syndrome?

    Here’s a video I shot back in 2013 for Online Marketing Muscle on the subject. For the most part, it’s just as relevant today as it was back then. Take a peek.

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    Greenville, SC 29607
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