Avoiding the Glitter: Why Staying Focused is the Key to Entrepreneurial Success

Aaron Bouren
3 min readSep 18


Hey there, fellow entrepreneur!

If you’ve been in the game for more than, oh, five minutes, you’ve likely encountered the dazzling and deceptively attractive “shiny object syndrome” (SOS). You know what I’m talking about. It’s that overwhelming urge to jump onto the next big thing, the next trend, the next “guaranteed success” without really thinking it through.

Been there, done that. And let me tell you, chasing after every sparkly new opportunity isn’t just exhausting-it’s detrimental to your business.

1. Depth Over Breadth

When you’re always chasing the next big thing, you spread yourself too thin. It’s like trying to dig 10 shallow holes instead of one deep well. The deep well has a better chance of hitting water, while the shallow holes just leave you with a messy yard and a sore back. Dive deep into your current project. Nurture it, refine it, and give it the attention it deserves.

2. Build Your Brand, Not Someone Else’s

Every time you shift your focus to the next shiny object, you’re not just starting from scratch. You’re also risking your brand’s identity. Consistency in brand and purpose is what builds trust with customers. If you’re always changing direction, how can they rely on you?

3. The True Cost of Distraction

Time is our most valuable resource, especially in the entrepreneurial world. Every time you switch focus, you’re not only wasting the time spent on the new venture but also the time it takes to switch gears and get back on track with your original project.

Practical Advice to Overcome SOS:

  • Have a Clear Vision: Before you start anything, have a clear vision of what you want to achieve. Write it down, make it your screensaver-whatever helps you remember.
  • Set Boundaries: Allocate specific times for brainstorming and exploring new ideas. Once that time is up, return to your main focus.
  • Talk to a Mentor: If you’re feeling the lure of a shiny new project, discuss it with someone you trust. They might provide the clarity you need.
  • Delay: If a new opportunity presents itself, give it a waiting period. If it’s still as appealing after a week or two, then it might be worth a deeper look.
  • Celebrate Small Wins: Reward yourself for milestones reached in your current project. It provides motivation and reinforces the value of staying on track.

In conclusion, while the allure of new opportunities will always be there (and sometimes they’re worth pursuing), it’s vital to remember the importance of dedication, perseverance, and focus in entrepreneurship. Don’t let the glitter of the new and unknown distract you from the gold you already have in your hands.

Keep grinding, stay focused, and remember: every diamond was once a chunk of coal that did well under pressure.

Originally published at https://aaronbouren.com on September 18, 2023.



Aaron Bouren

Aaron Bouren, CEO of Bouren Ventures, is an entrepreneur, public speaker, sales trainer, and marketing expert. Learn more at aaronbouren.com