Let’s talk about something that’s holding way too many business owners back without them even realizing it: shiny object syndrome in online business.
It’s sneaky, seductive, and disguised as productivity or inspiration – but really, it’s just procrastination wearing a sparkly hat.
Listen to this as a podcast episode instead:
In simple terms, shiny object syndrome is that urge to chase every new tool, strategy, idea, or offer the moment it crosses your feed. It feels exciting, like it might be the thing that changes everything for your business.
Spoiler: it won’t.
What it will do is:
- Fragment your focus
- Drain your time and energy
- Keep you stuck in research and tweaking mode
- Delay your results because you’re constantly starting over
How shiny object syndrome shows up in business
I know all about shiny object syndrome because I’ve lived it. For years, I was the queen of trying all the things. I’d enroll in a new course, redesign my funnel again, tweak my brand colors (for the 87th time), start a new freebie… and yet, my core offer – the one that actually moved the needle – remained half-built or sitting on a digital shelf.
I thought I was working hard. In reality, I was just dancing around the discomfort of committing to one clear path.
Sounds familiar?
Here’s how shiny object syndrome tends to show up for digital product creators, coaches, and online entrepreneurs:
- You’re constantly switching software or tools
- You never finish building your funnel because you’re “researching a better one”
- You keep joining free masterclasses and paid programs, but rarely complete or implement them
- You’ve got 10 half-started offers but nothing launched
- You feel like you’re doing so much, yet not actually making money
The truth? Most of the time, we’re not actually building businesses—we’re playing dress-up with the idea of having one.
Understand the root of it
At its core, shiny object syndrome is a trauma response. Yup, I said it.
It often comes from:
- Fear of failure: If we don’t finish, we can’t fail.
- Fear of success: If we do finish and succeed, everything changes—and change is scary.
- Perfectionism: “It’s not ready yet. I just need to tweak it again.”
- Lack of clarity: If you’re not sure what your actual goal is, everything looks like a good idea.
How to deal with the shiny object syndrome?
You commit. You pick one offer, one path, one process and you actually follow through.
Here’s how I broke free (and how you can, too):
STEP 1: Notice the pattern
Awareness is the first step. Admit when you’re chasing something shiny. Ask yourself:
“Am I avoiding something uncomfortable by starting something new?”
Notice WHEN you start to procrastinate via shiny object syndrome. Learn to step yourself in the tracks and take a step back in the process.
For example, now I do this whenever I have the urge to start a new project. Instead of jumping all in, I will pause in the moment and consider where I’m going with it. Then, I’ll schedule to get it done in the future, instead of jumping right in.
STEP 2: Set your non-negotiables
Pick one offer or project and commit to finishing it before starting anything else. Your brain will scream. Let it.
If there’s a project you have been working on and you feel that doomsday feeling creeping up on you – STICK. WITH. THE. PROJECT.
Push through. Schedule more time for it. Make yourself do it.
It might not sound like the most aligned scenario but it will help you to get to the other side of it.
Set your priorities straight and do what you can do follow through with them.
STEP 3: Set clear boundaries with yourself
Often shiny object syndrome stems from seeing so many other ideas all around us, feeling like the next best thing is just around the corner.
This is your sign to unfollow, unsubscribe, delete the app – do what you need to stop flooding your brain with “new” ideas and tempting detours.
I took a step away from Instagram for most of this summer and it was so FREEING for my mind and my productivity.
STEP 4: Seek support and accountability
If you’re in a cycle of shiny object chasing, you’re not lazy or broken. You just need structure and clarity. A strategy session or messaging audit might be what you need to ground yourself again.
You can explore getting on a Strategy call with me or having Your Offer Audit done.
Sometimes just that additional accountability and reassurance can make all the difference!
If you want results in your online business, especially with digital products, you can’t keep getting distracted by every new idea. Shiny object syndrome in online business is real – but it’s beatable.
So here’s your challenge: What’s the one thing you’re going to commit to this month?
Not the new thing. The thing that actually matters.
Pick it. Finish it. Launch it.
TO LEARN MORE AND STAY CONNECTED
💛 Connect with me on Instagram @coursecreationlab
📚 Join Your Course Creation Membership to plan, create & scale your offer
🎧 Listen to the Savvy Offer Hub podcast
