Hi Heart-Led Coach,
It’s the season of deals! Black Friday and Cyber Monday have come and gone, and like many of us, you might have grabbed some tempting offers. But let me ask you this: how many of those purchases will genuinely transform your coaching business? How many will sit untouched, collecting digital dust on your hard drive?
This week, I want to address an issue that affects so many of us—shiny object syndrome. If you’ve ever been distracted by the allure of a new tool, course, or trend that promised to be a game-changer, only to realize later it wasn’t right for you, you’re not alone. This cycle drains resources and leaves us feeling overwhelmed rather than empowered.
Let’s break free from that. Today, I’ll guide you through strategies to combat shiny object syndrome, make purposeful investments, and focus on what truly matters to your coaching business.
What is Shiny Object Syndrome?
Shiny object syndrome is that irresistible pull toward something new and exciting—a tool, course, or idea that promises to take your business to the next level. You convince yourself it’s the missing piece, but weeks later, it’s forgotten, unused, or irrelevant.
Sound familiar? Coaches around the world collectively lose billions of dollars each year on “shiny objects.” And while some investments are genuinely valuable, many are distractions that derail our focus and delay our progress.
But here’s the good news: with a clear strategy, you can avoid falling into this trap and instead make decisions that align with your business goals.
How to Combat Shiny Object Syndrome
1️⃣ Define Your Big Picture Objective
The first step to staying focused is understanding your ultimate goal. Ask yourself:
- What am I building toward?
- What does success look like for me?
For some, this might be financial freedom. For others, it could mean creating a business that allows more time with family or serving a specific audience at scale. Whatever it is, clarity is your superpower. When you’re crystal clear about your big-picture objective, it becomes easier to filter out distractions.
💡 Tip: Write down your goals and keep them visible—whether it’s a sticky note on your desk or a vision board. This serves as a constant reminder of where you’re headed.
2️⃣ Assess Where You Are Now
Next, take an honest look at your current position. Where are you on your journey toward your goal? This isn’t about judging yourself—it’s about understanding your starting point.
Ask yourself:
- What’s working in my business right now?
- What’s not working or needs improvement?
For example, maybe your lead generation funnel is bringing in traffic but isn’t converting into sales. Or perhaps you’ve nailed your social media presence but haven’t focused on email marketing. Identifying these gaps is crucial to determining what you truly need.
3️⃣ Fix or Amplify
Now that you know what’s working and what’s not, decide on your next steps.
- Fix: If something isn’t working (like a broken funnel or low engagement), focus on finding a solution to improve it.
- Amplify: If something is working well (like a high-converting sales page), explore ways to scale or optimize it further.
💡 Example: Let’s say you’re running Facebook ads that are generating leads but not converting. Instead of buying a new course on Instagram marketing, invest in refining your ad strategy. When you fix what’s broken or double down on what’s successful, you’ll see more meaningful results.
4️⃣ Make Purposeful Investments
Once you’re clear on what needs fixing or amplifying, it’s time to invest. But here’s the key: make your investments purposeful.
Avoid impulse buys by asking:
- Does this align with my big-picture goal?
- Will it directly help me fix or amplify something in my business?
- Is this the right solution for my current stage of growth?
For example, if you know you need to fix your email marketing funnel, invest in a tool or coach that specializes in email strategy. Don’t get sidetracked by the latest “all-in-one” software that promises to do everything but doesn’t address your specific need.
The Key Takeaway
Investing in your business is crucial—but only when done with clarity and intention. Every dollar, minute, and ounce of energy should bring you closer to your goals. By defining your objectives, assessing your current position, and making purposeful decisions, you’ll avoid shiny object syndrome and stay focused on what truly matters.
Upcoming Workshop Alert!
I’m thrilled to announce an 8-hour workshop designed to help you position your coaching business for a phenomenal 2025. If you’re ready to make next year your most impactful and profitable year yet, this workshop is for you.
Stay tuned for more details in the next newsletter!
Here’s to a focused, impactful, and profitable coaching journey. Keep being the amazing, heart-led coach that you are!
With gratitude,
DJ Sobanjo
