The startup’s roadmap was clear—until a flashy new market trend sent the team swerving into yet another pivot. That new feature? Dropped halfway through development. The promising partnership? Forgotten by next quarter. It’s a familiar tale in entrepreneurship, where business plans get rewritten with every exciting new idea, and momentum is lost in a sea of half-started “next big things.”
This is Shiny Object Syndrome (SOS): a pattern of chasing novelty at the cost of consistency. And while it’s a trait that often comes from visionary thinking and boundless curiosity, if left unchecked, it can quietly dismantle businesses from the inside out.
SOS tends to find its strongest grip among entrepreneurs and creatives—those wired for innovation, opportunity-spotting, and high energy starts. But building a sustainable business requires more than great ideas. It takes clarity, discipline, and the ability to say no. This guide offers actionable strategies to help founders and teams stay rooted in focus, without sacrificing the creative spark that makes them thrive.
Why Our Brains Chase the New
At its core, Shiny Object Syndrome is deeply psychological. Novelty triggers dopamine, giving our brains a rush of excitement and the illusion of progress. Add in entrepreneurial traits like risk tolerance and high initiation—traits that drive quick starts—and you’ve got the perfect storm. As Masooma Memon puts it, “If the motivation to initiate has reached gargantuan proportions, it can often manifest as a lack of focus.”
But the cost of SOS is real: missed goals, fractured team alignment, and burnout from constantly resetting. It’s not just a personal productivity issue—it can become a cultural problem that erodes trust and drains resources.
Staying Anchored in What Matters
The most effective antidote to SOS is clarity of purpose. Dennis Hodges puts it simply: “We can do anything, we cannot do everything.” Defining and revisiting your company’s north star—its mission, long-term vision, and measurable goals—provides a vital filter for new opportunities. When faced with a tempting idea, ask: Does this serve our core mission?
Translate your vision into concrete goals and build in structure to keep them top of mind. Monthly check-ins or quarterly strategy audits help ensure that decisions stay aligned. The key isn’t rigidity—it’s intentionality.
The Idea Parking Lot: Respecting Inspiration Without Losing Focus
Not every idea deserves to die—but it doesn’t need to derail your roadmap either. That’s where the “idea parking lot” comes in. Alexis Haselberger describes it as a “non-judgmental holding space” for the influx of ideas that flood a creative mind. By writing them down and setting regular review dates, you free your brain from the pressure to act immediately—without losing the potential gems.
Haselberger has over 400 blog ideas parked and waiting. Most won’t see the light of day. But when it’s time to plan content, “the good ones bubble up to the top.”
Leadership Sets the Tone
A disciplined organisation starts with a disciplined leadership team. Leaders often unknowingly become the biggest contributors to SOS, especially when they fall into what Hodges calls “Management by Magazine Articles,” constantly redirecting focus based on the latest business trend.
Instead, leaders should model focus by sticking to strategic priorities and promoting deep work habits. Simple tactics like time-blocking, sprint weeks, or “focus Fridays” can help. More importantly, finish what you start. Celebrate milestones, not multitasking.
Fewer Projects, More Progress
There’s power in doing less, better. Limiting active initiatives—say, to three major projects at a time—forces clarity and completion. Visual management tools like Kanban boards or Gantt charts help monitor bandwidth and reveal when new ideas threaten progress. Dennis Hodges recommends frameworks like MoSCoW (Must Have, Should Have, Could Have, Won’t Have) to sort priorities quickly and effectively.
Consider introducing a “Start-to-Finish Ratio” to track how often projects are completed versus abandoned. Completion builds morale and momentum—two antidotes to the emotional drag of SOS.
Vet Ideas Like a Venture Capitalist
Before diving into the next shiny initiative, apply a vetting framework: Feasibility – Fit – Impact. Ask whether the idea aligns with your strengths, your market, and your goals. Jenna Rainey, a creative entrepreneur, suggests thinking like a CEO: invest time and energy only in what drives long-term returns.
Delayed decision-making can also be powerful. Give ideas a 48-hour “cooling off” period before taking action. If they still shine after some time in the dark, they may be worth pursuing.
Accountability Makes Discipline Easier
Overcoming SOS doesn’t mean going it alone. Surround yourself with a system of accountability—both internal and external. Internally, build decision frameworks, feedback loops, and regular review systems. Externally, lean on mentors, peer groups, or a business coach. As Jenna Rainey notes, “A coach can offer you tailored advice, accountability, and insights… all while guiding you AWAY from distractions.”
Community and coaching create shared goals, reduce impulsive choices, and remind you you’re not alone in the struggle.
Progress Is the Best Motivator
There’s nothing wrong with being driven by energy and ideas. But long-term success is fueled by steady, visible progress, not novelty. Celebrate small wins with your team. Host weekly “what we shipped” sessions or monthly demos. Seeing momentum builds confidence and reinforces focus.
As the Degree Doctor blog puts it: “Recognize and celebrate even the smallest steps forward… These celebrations provide the motivation and reinforcement needed to stay on course.”
Choose Focus Over Flash
Shiny Object Syndrome isn’t a flaw—it’s a side effect of creativity, ambition, and an appetite for possibility. But left unchecked, it can stall the very progress it’s meant to spark. The good news? Focus can be learned. And it’s worth it.
So here’s the challenge: Choose one strategy from this guide to implement this week. Just one. Maybe it’s creating a parking lot for ideas. Or setting clearer goals. Or saying no to that one new idea that doesn’t serve your mission.
Because in business, as in life, consistency outlasts excitement. And the best companies aren’t built on what glitters—they’re built on what gets finished.