Watch out for Shiny Object Syndrome (SOS)

There’s always a “next big thing” in business. A new platform, app, or trend that everyone swears will change everything.

Enter: Shiny Object Syndrome (SOS).

What is Shiny Object Syndrome?

It’s when you chase new ideas, tools, or tactics. Not because they align with your goals, but simply because they’re new and exciting.

Maybe you see a competitor try something different.

Maybe a colleague swears by a new tool.

Maybe you get that sinking FOMO feeling.

So you jump in… and before you know it, you’ve spent time, energy and budget on something that doesn’t actually serve your business.

Why it’s a problem

Shiny object syndrome leaves a trail:

• Wasted time and resources – hours sunk into something that wasn’t a priority.

• Lack of consistency – your brand feels scattered or confusing.

• Team burnout – constant pivots wear people down.

• Missed opportunities – because while you’re chasing the new, your actual strategy sits untouched.

Why it happens

It’s especially common among founders and ambitious teams.

Why? Because you care. You want to stay current and do well. That’s a strength.

But, without a clear filter, that drive can become distraction. Not every good idea is the right idea for you.

The cure: A strategy filter

A strong strategy is your decision-making filter. It keeps you focused, aligned and intentional.

When something shiny appears, you don’t panic - you pause and ask yourself:

• Does this support our goals?

• Will it reach our ideal customer?

• Can we resource it without dropping the ball elsewhere?

If it’s a no, let it go. If it’s a yes, plan it properly.

Real-world examples

We’ve seen shiny object syndrome in businesses of all sizes:

• A client who rushed into a full website rebrand after seeing a competitor launch theirs… only to discover the real issue was their message wasn't clear, there was nothing wrong with the design.

• Another who added a whole new service because “a friend suggested it” - without the team, time, or audience to deliver.

With a strategy in place, those choices would have looked very different.

Bringing it home

Shiny object syndrome is common but avoidable. The goal isn’t to ignore new ideas; it’s to know why you’re pursuing them.

At She Consults, we help businesses cut through distraction and stay focused on what really matters. No knee-jerk reactions - just smart, sustainable progress.

So, be honest: has something shiny been calling your name lately?

It's easy to lose focus and become distracted. Having a clear strategy tailored to your goals can keep you from wasting time, energy and money on things that don't serve your business.