How to avoid ‘shiny object syndrome’ as a solopreneur

One of the things that I love about working for myself is that I don’t need to ask anyone’s permission before making a decision. If I want to make a change, I go for it, on whatever timeline makes sense for me. 

But the freedom of solopreneurship can be a double-edged sword. Since you don’t need approval from other people, nothing is stopping you from chasing every shiny tool, course, or strategy that promises to solve your problems. 

The ability to say no to distractions is an underrated skill for solopreneurs. There’s a difference between making strategic decisions and letting yourself be pulled in a million directions. You need to master the former and resist the latter. 

Questions to ask yourself when evaluating something new

Before jumping on something new, run it through a quick filter. Ask yourself:

• What specific problem does this solve? (If you can’t name it, it’s probably a distraction.)
• Is this solving a problem I actually have right now? 
• If I have this problem right now, is it urgent? Or merely annoying?
• What’s the cost of looking into this more? (Consider the time to learn something new, the time away from existing work, and the potential to derail other plans you may have.)

Most shiny objects appeal to problems we think we have, not problems we’re actually facing. Or they don’t address an urgent need, and it makes more sense to look into them later.

If you ask yourself these questions, the answers can prevent you from hopping on the latest bandwagon when the shiny object doesn’t actually make sense for your business. 

I’m guilty of not always taking the time to stop and think. I vibe-coded myself a new website the other weekend. Did it solve a problem? Yes. Was it necessary at that exact moment in time? No. I put other things aside to tinker with the website. In hindsight, it wouldn’t have passed the “urgency” question, and I should have stayed focused on other projects.

Tactics to stay focused (when everything looks interesting!)

As a solopreneur, you have to create your own guardrails. You don’t have a boss or a team to push back when you want to overhaul your entire tech stack or change your business model. 

If you follow a few constraints, you can stay focused.

Set boundaries for yourself. Try a “no new tools” or “no new strategies” rule for a specific period of time (like 90 days) unless something is truly broken. This prevents you from making snap decisions.

Keep a running list of things to try. When something catches your eye, write it down so you don’t lose the idea. I have a list in my project management tool called “Ideas.” I include a few notes to myself about why I think the idea might be good for my business. 

Review your list quarterly. When you sit down and look at your ideas list a few weeks or months later, some things will have lost their appeal. The ones that still seem worthwhile? Now you can formulate a plan and set aside time to work on them. If the answer is still, “Not yet, but maybe someday,” the idea stays on your list until the next time you review it.

Develop the discipline to say “no”

The solopreneurs who build sustainable businesses are the ones who learn to distinguish between opportunities and distractions. They know that changing directions too often holds them back. If you chase every shiny object, you sacrifice time you can spend on client work (or your personal time). 

You need to have the discipline to say “not right now” to most things that cross your path. Don’t be like me—vibe-coding on a whim because an idea popped into my head.