Eeek! Shiny Object Syndrome!
By Karyn Greenstreet
copyright © 2007, by Karyn Greenstreet. All rights reserved.
It seems to be a trend that's growing: small business owners are getting distracted by too many ideas or the latest fad, going off in a million directions and never completing anything. This loss of focus is costing you hundreds of hours a year in lost productivity, lost hours, lost dollars.
It even has a name: SOS - Shiny Object Syndrome. It's not quite ADD/ADHD. It's more that a new idea captures your imagination and attention in such a way that you get distracted from the bigger picture and go off in tangents instead of remaining focused on the goal.
We think of a new idea, we hear of a great new gadget or marketing technique, and ZOOM, we're off! There's great energy and excitement in starting something new.
Of course what happens is that that everything always gets started, but nothing ever gets finished. In addition, countless hours and dollars are wasted in pursuit of the new, shiny object without having thought through whether this new item, technique, service or product is "right" for your business.
Lest you think that it's only us small business owners who suffer from it, you'll be happy to know that it's rampant in many industries. Software and tech companies are notorious for following every cool new fad that comes along, without thinking strategically about whether it's a good fit for their business model. Television creates shows around SOS, then dumps the show after 6 or 8 episodes. Big business follows every business development fad that comes out in books or from gurus, only to drop it when the next cool fad arrives. Countless people have started blogs and abandoned them within a year (or less!) because they got tired of writing posts -- or worse, no one was reading the posts.
I know it's hard not to get excited about every new idea that comes past you. Some of them are very, very cool. But you are running a business and you must stop and ask yourself:
- Is this right for my business?
- Do my customers want this and are they willing to pay for it?
- Do I have the time, resources, energy, and money to put into this to make it successful?
- Do I have too many open projects sitting on my desk that need to be finished before I begin something new?
- Do I have the ability to finish this new project, plus implement and maintain it?
- What has to drop off my radar in order for me to start something new?
There's nothing wrong with loving innovation. Just make sure you don't lose focus on what's most important for you, your business and your customers.