In pursuing success, not only motivation and creative ideas are important, but also perseverance and discipline. For a business, it is crucial to focus on a maximum of two steps forward, not look at the entire path of the stairs. Fearing the scale of the tasks, one may not even overcome the initial stage. And it is even worse when a business jumps from one step to another, believing it is more efficient and profitable. Thousands of startups, and even large companies, burn out on this. This process is called the Shiny Object Syndrome – when the second idea is more burning and attractive than the original.
What is “Shiny Object Syndrome”?
Shiny Object Syndrome (SOS), also known as magpie syndrome, occurs when organizations or individuals focus on new and exciting technologies instead of on medium—to long-term goals and strategies. Sometimes business leaders and startups are easily distracted by new, exciting opportunities or ideas, even experienced ones. As a result, regularly abandoning current tasks or goals in pursuit of the latest innovation leads to blurred focus and unfinished projects.
In the business environment, Shiny Object Syndrome manifests itself in chasing the latest strategy, tactic, or advice spreading in the industry. Steve Jobs summed it up this way: “Technology is just a tool. It is important that the teacher is aware of its potential and knows how to use it effectively.” So, let’s consider key aspects of Shiny Object Syndrome and how to recognize it.
Key aspects of SOS
- Impulsive investing: Spending money left and right and investing in “promising” projects will become a destructive force for business, as investments should be normalized and structured, not random. Short-term investments in unreliable projects will only bring more losses to the business than benefits.
- Resource dispersion: Resources are finite, and it is a mistake to spread yourself over many projects at once. The best advice is to focus on what the business needs right now, not take on additional responsibilities but complete the current one.
- Lack of long-term vision: The project must be built on a broader perspective, and if it is not there, it will have a detrimental effect on the business in terms of developing a long-term strategy. The lack of a long-term vision for project development will lead to significant losses in budget, personnel, and brand reputation, as such strategies are irrelevant.
- Doubtful thoughts: Shiny object syndrome brings uncertainty into an organization. The result of doubt is that current plans are scrapped in favor of something new, and the likelihood of delivering quality efforts and meeting tight deadlines is low.
- Chasing the Golden Goose: The pursuit of “the best” can cause one to lose sight of the present, destroy product management, distract the team from current tasks, and create discord within the company.
Bingo: What causes Shiny Object Syndrome?
Humans are naturally reflective and often dissatisfied with the present. Seeking improvement is in our nature, and we won’t stop striving for it. As income increases, so do ambitions. However, the point is that business owners must remain calm and consistent in their actions, otherwise, they can lose everything. Good business decisions often rely on deep value judgments, which may not always be idealistic, impressive, or trendy.
So, we have bingo for you on how to recognize if you have these Shiny Object Syndrome causes now.
- Lack of a clear strategy
A common phenomenon among companies that do not use the services of PR managers. The lack of a clear strategy and understanding of where the business should be headed leads to hasty decisions without deep analysis and a fleeting desire for new opportunities.
- Fear of missing out (FOMO)
The fear of losing something more important and profitable forces us to constantly change and take an infantile position in business, which is accompanied by eternal uncertainty. This is provoked by the use of social media and the feeling that life is passing you by while other companies are working and making the most of their business.
- Poor concentration and self-discipline
In business, you must be fully committed, both mentally and physically, without distractions. New trends can inspire new projects, but they shouldn’t be hastily replaced by existing ones. Shiny Object Syndrome stems from a tendency to chase new trends instead of maintaining focus on ongoing work.
- Social Influence and Advertising
The impact of social media puts pressure not only on the average internet user but also on business owners. As online sales dominate the market, business owners face increasing pressure to keep up. The constant stream of information convinces us that the newest is always the best. When we see a new dress or car, we tend to forget the old ones, assuming the latest is always better. This mindset, driven by a fast-paced consumer culture, is a common pitfall.
- The search for quick success
One would think everyone understands the cost of easy money and quick success, but that’s not the case. Yet, people still chase shortcuts to wealth and reputation. This relentless pursuit of instant results leads to constant shifts from one idea to another, which contradicts the principles of a long-term marketing strategy, which is essential for sustainable business success.
- The novelty dopamine effect
Instant dopamine hits have become the norm in our society, while slow, high-quality experiences have faded into the background. This is a real problem, and it deserves more attention. People have become accustomed to fast-scrolling through social media, expecting information within seconds—or they move on. The excitement of something new is thrilling but often short-lived.
- Perfectionism and over-idealism
A person often believes that something better is always around the corner, delaying the completion of their current project. But the bitter truth is—there is no perfect project, moment, or idea. What truly matters is what you create—unique, alive, and no less successful. Hold on to your uniqueness, not an imaginary ideal.
If you got all the bingos, we have bad news for you. In the next block, we will analyze why Shiny Object Syndrome is a problem and offer you a solution.
Why is Shiny Object Syndrome an Issue?
Shiny Object Syndrome stems from insecurity and desperation, driven more by the urge to win than the willingness to learn how to win. It’s like the classic fish-and-rod analogy—it’s better to invest in a fishing rod and master the skill of catching unlimited fish than to settle for a single ready-made fish.
Why can this syndrome be devastating for a business? Because when SOS starts, it creates a cascade of chaos, unleashing all sorts of problems for the product team. Depending on the severity of the SOS problem, adverse effects may include any of the following:
- Dissatisfaction with your achievements, growth, and income: Without an achievable plan, when you suffer from Shiny Object Syndrome, your priorities become volatile and can lose focus. In the worst-case scenario, your team or business will become frustrated and lose sight of the importance of deadlines and the clarity of your goals. You will spend too much on re-planning in the process, not on the process itself. The true goal of any business is to drive long-term success, which requires balancing trend awareness with a strong focus on sustainable strategies rather than fleeting short-term tactics.
- Lack of ideas and strategic planning: The SOS effect occurs when your plans don’t last long enough to assess whether your goals are being met accurately. Without the ability to identify what went wrong or right, you won’t be able to avoid failure or build on success. Without the data to evaluate your progress, you risk losing everything—and more.
- Waste of time: Losing money is not as painful as losing time—the time you could have used to grow and generate even more wealth. If you’re constantly chasing new ideas or products, you risk never fully using them. You won’t have the time to dive deep into the crucial details and principles that lead to success. This will be the catalyst for reversing the success that was achieved initially.
- Loss of team trust: If the team leader lacks consistency, they cannot expect the same from their team. Constantly shifting from one idea to another will overwhelm the team and hinder performance, as they won’t have enough time to process and implement the new directions fully. This will create chaos, increase stress levels, and decrease efficiency. The team will lose their sense of purpose, as an endless stream of ideas will fail to lead to any meaningful results.
- Cult of personality: A destructive phenomenon occurs when an entire team falls victim to Shiny Object Syndrome. If everyone on the team becomes absorbed in SOS, it only intensifies the issue, creating a closed culture resistant to criticism or alternative perspectives, even when goals remain unachieved. This is undeniably harmful to the business and is the worst outcome of SOS.
Sounds scary, right? But if you’re reading this article, you’re already halfway to success, because now we’re going to tell you how to overcome Shiny Object Syndrome and return to a stable state of mind.
How to Overcome Shiny Object Syndrome?
Overcoming Shiny Object Syndrome requires hard work, but there are a few ways to speed up the process. You will likely need to take greater control over project execution and decline more opportunities. We understand that this may seem restrictive or lacking enthusiasm. However, this phase is necessary to regain balance and counteract your previous tendency to chase every new possibility.
Note: This list is not necessarily a magic pill. You may only find one or two that resonate with you, so choose what makes sense.
- Sincerity is a key
Everyone talks about how important it is to be perfect, but few people talk about how important it is to be honest with yourself. People are constantly searching for a magic pill to make them wealthy, find their purpose, or build a strong brand reputation. Sales often thrive on greed or fear, triggering impulsive purchases that offer only temporary satisfaction. This is where the attention economy takes things to the next level—creating a false sense of accomplishment simply through content consumption. Content becomes a lifeline when you feel disconnected from yourself—in other words, when you’ve lost touch with your true purpose.
Without self-honesty, true business success is impossible—you’ll be playing someone else’s role instead of your own. If you ever doubt the sincerity of your project, ask yourself:
- Why am I working on this project?
- What do I truly love about it?
- Am I simply chasing the illusion of quick money?
So, after reflecting on these questions, take it a step further: What is your current purpose? Are you truly connected to your work and the reason behind it? Don’t worry if you can’t answer these questions. In that case, focus on reconnecting with your heart and discovering your purpose. This should be a priority—not only in your online marketing strategy but also in overcoming Shiny Object Syndrome. Here’s how you can do it:
- Let go of unnecessary projects that don’t truly inspire you.
- Recognize that not every project stems from a sincere desire—try doing something purely for fun.
- Give yourself a few months to focus on what you genuinely love and clear your mind.
- Dedicate time to discovering what truly brings you joy.
- Remember, your purpose isn’t fixed—it evolves and deepens over time.
- Be a decision-maker
The adopted decision means cutting off other options. It’s about saying “no” to one thing so you can fully commit your resources to another. Every choice comes with a price, and you have to be prepared for that.
Interestingly, decision-makers often feel a sense of relief after making a choice, as if a weight has been lifted off their shoulders. Indecision, on the other hand, leads to mental stagnation and inaction. As options continue to multiply, the complexity grows, eventually trapping you in a cycle of over-analysis and paralysis.
If you struggle with decision-making, your second priority should be developing the skill of decisiveness.
- Make commitments
Behind every case of Shiny Object Syndrome lies a decline in responsibility and an avoidance of commitments. It’s crucial to understand why your focus keeps shifting—are you escaping responsibility for a specific project, or are you running from yourself? By now, you should already have the answer to these questions.
If you commit to a project, you must see it through to the end, fully owning that responsibility. Your attention should remain solely on this goal. Taking on multiple short-term commitments will only make overcoming Shiny Object Syndrome more difficult.
One effective strategy for improving focus is to challenge yourself—for example, dedicate 30 days to fully immersing yourself in a single project. This practice can help establish discipline and make focused work your new norm. If it works, extend the commitment for another period and keep building on your progress.
- Don’t be afraid of loss
People with Shiny Object Syndrome are more likely to chase a new, exciting idea the moment their current project loses its initial appeal. But the truth about success is this: real winners push through when things become scary, painful, or tedious. This is precisely where most people quit—when the excitement fades, leaving only hard work behind.
Instead of facing difficult but necessary tasks, many distract themselves by improving things that don’t truly matter. For example, your app is ready to launch, but fear of failure or criticism holds you back. So, instead of engaging users, you keep adding new features. The result? You never launch—or if you do, the project fails to deliver results.
You must go toward what scares you because that’s where real growth happens.
Think about it: if you avoid difficult conversations under the illusion of protecting both parties, you need to develop discipline. Facing discomfort is the only way forward.
- Be strategically present in the media
During the development of enterprises and businesses, a common problem is the distraction of constant searches for new bright PR or marketing tools. Indeed, the flow of services is now extremely wide, and choosing the best in one place can be struggling. However, we have a stable, Shiny Object Syndrome-free solution for you — PRNEWS.IO.
PRNEWS.IO is a reliable and consistent platform that helps companies make smarter, long-term media choices instead of jumping from one trend to another. Through this service, your business can secure placements in globally recognized media outlets like Forbes, The Times, The Guardian, and more. This strategic media presence ensures lasting credibility and visibility rather than chasing fleeting trends that yield no real value.
Overcome your shiny object syndrome – contact PRNEWS.IO right now!
- Be realistic
Everyone talks about success and what they have achieved, but no one mentions the trials and tribulations that come with success. Moreover, people tend to minimize them, even when they are huge. In addition, demanding results here and now blinds us to the fact that it takes much longer to achieve victories in the project. Even professional engineers often underestimate how much time a project will take.
Being realistic is one of the most valuable skills you can develop. Mentally preparing yourself for the fact that your project may take three to five times longer than you expect is something you must accept without hesitation.
Once Again
In business, as in life, there will be surprises and failures, so you should mentally prepare for them. This way, you can recognize that every crisis is part of the journey and see it as an opportunity for growth.
We wish you the best of luck in overcoming Shiny Object Syndrome and hope this article has helped you find the answers you were seeking.
