The Cure for Shiny Object Syndrome

Chasing every new idea will hurt your business and wear you out. Here’s how to regain your focus.

In your role as a business leader, you've probably experienced the allure of “shiny object syndrome”—that constant temptation to chase after the latest ideas, technologies, and strategies that promise to revolutionize your business.

And of course, innovation is essential. But pursuing every new opportunity can leave you feeling overwhelmed and stretched too thin. It can also make you feel like you just can’t make progress on your big initiatives.

If that sounds familiar, keep reading, because today I want to show you the power of focus.

So many leaders fall into the trap of feeling like they need to pursue more, do more, take on more—when really, the secret to success is to get dialed in to what matters and stay relentlessly focused on it.

To help, I’ve got insights from three business leaders who harnessed the power of focus to drive their companies forward.

I’ll also share five key questions you can ask yourself the next time you're faced with a seemingly irresistible opportunity.

After this, you’ll have everything you need to decide whether it’s worth your attention or just another shiny object. So let’s dive in!

1. Focus is a competitive advantage

When Jim Weber, the CEO of Brooks running, took over 20 years ago, the company was trying to compete in every athletic category.

And because they were going head to head with Nike, they were losing millions a year doing it.

Jim made a major shift in strategy. Instead of trying to compete in every category, Brooks chose to focus on one—running—and to master that category.

At first, the business shrank. But the next year, the strategy started working. Now they've crossed over the $1 billion milestone in revenue and earned the loyalty of runners all over the world.

“Success is so challenging, given how competitive every category is,” Jim told me. “Every year when we sit down on our strategy work, one of our biggest strengths … is our focus.”

That kind of focus can help you grow your business, too.

Get clear on the customer you want to serve and focus your attention on what will benefit them.

It will give you a powerful distinction in the marketplace. Plus, you’ll know which opportunities are a good fit by how well they serve that customer.

Discover more great insights from Jim Weber on the How Leaders Lead app >>

2. Strategy is what you say no to

When we think about strategy, it’s easy to conjure up an image of a whiteboard full of opportunities, directions, and ideas to pursue.

But the founders of the groundbreaking eyewear company Warby Parker see it differently (no pun intended).

Warby Parker disrupted the eyewear industry and set an early benchmark for what direct-to-consumer brands could achieve.

And with that success came a whole host of opportunities for new partnerships, geographies, product lines, and more.

But their leaders, co-CEOs Dave Gilboa and Neil Blumenthal, approached those new opportunity with caution.

“We heard early on that strategy is what you say no to,” Dave told me when he and Neil joined me on How Leaders Lead.

His advice is to “define who you are and maintain ruthless focus just on that. And say no to everything else.”

If you don’t, you run the risk of spreading your resources too thin. And when you direct your team’s time, energy, and creativity toward new opportunities, it may jeopardize the core parts of your business.

3. Stay in your lane

It’s natural to want to say yes to a lucrative opportunity. But too many leaders chase after dollars in ventures they either don’t believe in or lack the core competency for.

But as Scott Mahoney, the CEO of the luxury golf clothing company Peter Millar, knows, sticking to what you do well is often the wiser choice.

He told me about a time they were approached to create a furniture line. It seemed like an easy way to expand and a slam-dunk path to revenue, but Scott recognized that Peter Millar’s expertise and passion was in clothing, not furniture. They passed, and in his words, “not being in the furniture business is probably the best thing we've done.”

This decision highlights an important lesson: finding great opportunities isn’t always about chasing the bottom line.

If it takes you into areas where you lack expertise or passion, you run the risk of diluting your brand or even alienating team members who don’t understand how this new venture fits into the bigger mission you’ve defined.

By staying focused on their strengths, Scott ensured that Peter Millar remained a leader in their field, rather than risking their brand reputation and team energy on a venture they weren’t equipped to pursue.

Get more great insights from Scott Mahoney on the How Leaders Lead app >>

So, is that opportunity worth it? Ask these five questions.

It’s one thing to hear stories from other leaders who embraced the power of focus—especially because they come with the benefit of hindsight.

But it’s different when you’re the one who’s trying to decide if that new product, technology, partnership, or strategic initiative is worth saying yes to.

Those opportunities often come with tight deadlines, pressure from others, and that “fear of missing out, or “FOMO.” All combined, it makes a tough decision even tougher.

In those moments, use this list of questions to help you think it through.

When you answer these questions honestly with your team—and with lots of good data—you’ll have the right mindset you need to either move forward or say no.

How does it benefit our core customers?
How does it help us further the mission we’re on?
How does it affect our brand?
How does it fit into the pacing and sequencing of what’s already happening?
Is this more important than what we’re already doing?

I encourage you to work through these with other people on your team. You’ll get better input, plus it will give everyone a chance to feel like their perspective is being heard.

It’s your job as a leader to clearly define what’s important and then keep everyone focused on it.

But it’s not easy. Organizations have short memories and there is never a shortage of shiny new ideas, opportunities, partnerships, or technologies to pursue.

If something isn’t a fit, you must have the courage to say no to it, no matter how interesting or profitable or important it seems.

Remember, people’s attention and energy is finite—including yours. If you spread those resources too thin, you’ll dilute the impact of even the best strategies. You’ll lose your competitive advantage. You may even damage your brand reputation and ultimately hinder your long-term success.

I hope these insights and questions help you avoid “shiny object syndrome” and help you discover the power of focus for your organization.

Now, I’d love to hear from you! How do you stay focused on your organization’s biggest priorities? What strategies do you use to evaluate new opportunities without chasing every shiny object?

Drop me a note in the comments below. I can’t wait to get your feedback!