How to break free from shiny object syndrome in online business
- Ieva Laicane
- May 2
- 3 min read
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:
What Is Shiny Object Syndrome, Anyway?
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
My Personal Battle With Shiny Object Syndrome
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?
How It Shows Up in Online Business
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.
The Root of It: Avoidance, Perfectionism, and Fear
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.
So, What Do You Do Instead?
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):
1. Name 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?”
2. Create Non-Negotiable Priorities
Pick one offer or project and commit to finishing it before starting anything else. Your brain will scream. Let it.
3. Set Boundaries With Yourself
Unfollow, unsubscribe, delete the app - do what you need to stop flooding your brain with “new” ideas and tempting detours.
4. Get 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.
(Yes, I offer that. No, this isn't a pitch. But if you're ready, you know where to find me.)
Final Thoughts: Choose One Thing and See It Through
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 sexy thing. Not the new thing. The thing that actually matters.
Pick it. Finish it. Launch it.
And then - if you really want to - go chase the next shiny object (but only after you’ve cashed in from this one 😉).
TAKE YOUR NEXT STEPS
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