Why ‘Shiny Object Syndrome’ Is Stunting The Growth Of Your Business… And The 7 Things You Can Do To Stop It

By: Wil Beyers on: January 10th, 2017 No Comments

We all love new things, that’s a fact of human nature.

As a business owner, reading this blog, you’ve probably been blessed with an entrepreneurial streak, giving you creativity, vision and passion.

All good right?

But as entrepreneurs, that also means we’re prone to become attracted to the new, the ‘cutting edge’ and yes, occasionally it means we’re touched by ‘Shiny Object Syndrome’…

If you’re not already familiar with this affliction, symptoms include…

  • Distraction from important tasks
  • Failing to finish projects you start, in favour of some new fad
  • Jumping on the new and latest trends without thinking whether they fit into your over-arching strategy
  • Decrease in profits, lack of cohesion and less overall growth

Sound familiar?

With the flexibility of the internet, and the sheer amount of information available, events, and self-proclaimed ‘experts’ telling you what to do, sadly it’s an affliction that’s spreading now more than ever…

But here at GKIC we want to help stop the spread and get right back down to basics, because only when you secure the foundations of your business, can it really grow.

We’ve been in the business a LONG time now, and it’s safe to say, we’ve seen a few marketing fads come and go. Some of them we’ve given a try, but it’s rare we’ve seen sustainable results from the latest craze, enough to grow our business in the long-run.

You need to get your fundamentals absolutely right. As the foundations of marketing are unbeatable.

That’s not to say you can’t try new strategies or develop new campaigns in your business!

However, before you do spend time and money testing them out, make sure you follow our 7-step plan:

The 7 Easy Ways To Stop ‘Shiny Object Syndrome’ Taking Control In Your Business…

1) Refer Back to Your Goals

Before you even think about putting a new campaign together, you need to make sure that it is working towards your over-arching goals.

Our guess is, that somewhere, maybe at the start of the year or this quarter, you’ve sat down with a few other members in your core team and you wrote down a list of priorities.

Maybe they were annual priorities that you planned to stick to, specific targets or figures that you wanted to hit, or simply goals you had in mind for where you wanted to be by the end of the year.

Look back at these plans, and if your new idea doesn’t cohesively fit and work towards the same end goal, then now’s the time to shelve it.


2) Make Sure You’re Creating Sustainable Assets

Simple and proven fundamentals are more important than the latest graphics or social media gimmick, we promise you! Your business needs to be built on sustainability and that includes your campaign strategy too.

Make sure you’re able to realistically run this campaign in a year’s time. After all, you’re not just aiming for a flash in the pan, one-hit-wonder.

3) Consider the Impact on Your Other Projects

If you start planning this new campaign, will your other pipe-line projects suffer as a result?

Starting new project after new project, but never fully implementing or finishing them is often a trap many savvy business owners find themselves in.

If you’re going to start something ‘new and shiny’ make sure it’s not at the expense of a well thought out and valuable project.

4) Don’t Rely Too Heavily on What Your Competitors Are Doing

While it might be tempting to jump on the band-wagon alongside your closest competitors, chances are, they don’t know what they’re doing.

“Don’t focus on the competition, they’ll never give you money.” – Jeff Bezos

Just because they are catching on to ‘the next big thing’, you don’t know whether it’s working for them and you have no real idea what results they’re actually getting.

5) Does it Fit Your Avatar?

The primary question you need to ask yourself when you’re making any decision in your business, is ‘how will this affect my target customer?’

You need to be super-certain that the shiny new object is something they truly want and will benefit from. If it’s not ideally suited to your market, then it’s not going to be a long-term success.

6) Only Use Proven, Tried and Tested Campaigns Guaranteed to Grow Your Business

To make sure you’re using strategies and techniques that really work EVERY TIME, you need to know that they’ve given other business owners fantastic results in the past.

Easier said than done right?

That’s why we’ve put together: ‘The 12 Growth Hacks Your Business Needs Right Now’ Checklist

It’s the best way to make sure you’re using the most profitable tactics to grow your business, as well as planning sustainable campaigns that will work in any business, in any situation.

Simply click here to grab your copy of the Checklist for FREE today:

I want to grow my business

These 12 vital points form the foundations of a great marketing strategy. They aren’t based on fads and they have worked for years in countless different environments.

So if you’re feeling giddy at the thought of your next ‘shiny object’, stop.

Ignore the latest craze your competitors are desperate to try; get back to basics and focus your energy on the strategies that are going to grow your business and move it forward.

Click the link here and you can access ‘The 12 Growth Hacks Your Business Needs Right Now’ Checklist:

I want my free checklist!

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    ABOUT THE AUTHOR:

    Wil Beyers started his entrepreneurial journey directly out of college. His first business was a small web design and computer repair shop. As he worked more and more with small businesses on their web presence, he noticed a trend of these small business owners needing marketing help. This led Wil to start his own independent marketing consulting business, GenFour Media & Marketing. After five years of success in his own business, Wil accepted a position at GKIC as their Digital Marketing Director. His passion is in helping small businesses succeed through well thought-out marketing strategies and an extensive online presence.

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