Have you ever had a to-do list that only seems to grow, even as you’re crossing things off? It feels like swimming against the current—no matter how hard you work, you can’t quite break free.
Entrepreneurs often face challenges that can leave them feeling overwhelmed.
That’s exactly how my life has felt lately, both at home and in our business.
Nic and I had been planning a renovation on our house for seven years. We sketched ideas, saved money, talked to contractors, and did smaller projects here and there until we finally tackled the big one this spring: tearing off part of our roof to expand our second floor.
No matter how prepared we thought we were, we still couldn’t anticipate every decision. Over the last few months, I’ve made so many choices—from rooflines to trim details—that I now notice every construction detail in other people’s homes. After a while, decision fatigue set in. I found myself thinking, “I don’t care anymore—just get it done.”
Then one day, the roof was finished, the siding was up, and from the outside our house looked complete. I told myself I’d feel a sense of accomplishment at that stage. But weeks later, not much had changed inside. Progress slowed. The excitement faded. And frustration crept in.
Sometimes it takes an Ah Ha Moment for Entrepreneurs
That frustration spilled into our business too. I have a long list of ideas to improve how we generate leads, nurture them, and deliver more than our clients expect. But just like with the house, it always feels like we’re stuck in a half-finished state.
One morning over coffee I told Nic, “I don’t want to live in a half-finished house and run a half-finished business. Why can’t we ever get to the finish line?”
Nic, ever the problem-solver, went to his BFF ChatGPT, and what we learned hit uncomfortably close to home: we’re dealing with Shiny Object Syndrome.
The Entrepreneur’s Challenge: Shiny Object Syndrome
Entrepreneurs thrive on momentum, new ideas, and moving fast. The first 80–90% of progress is exciting—it’s fresh, dynamic, and energizing. But the last 10–20%? That’s slow, unglamorous, and easy to ignore.
The downside of giving in to this tendency is costly:
- Products don’t get fully refined.
- Systems never get put in place.
- Processes remain half-built.
- Revenue stays unpredictable.
Sound familiar?
If you’re like us, you’ve probably felt the pain of inconsistent revenue—one month you’re thriving, the next you’re sweating bills. That rollercoaster is exhausting.
Finding Focus for Entrepreneurs
What shifted for us was realizing that finishing is where stability comes from. Getting projects to 100%—not just “good enough”—creates the foundation for consistent revenue and profitability.
I’ve started leaning on lessons from thinkers like Seth Godin (strategy over tactics), Marie Forleo (everything is figureoutable), and Mel Robbins (the 5-second rule for taking action). Their combined wisdom helped me think differently about structure, and are helping me put a real plan in place that I can implement and follow, all the way through.
Here’s what my current solution looks like: a calendar built on time blocking.
- Client Work: Revenue-driving projects.
- Business Work: Streamlining operations and building systems.
- House Work: Completing home projects instead of living in limbo.
- Reset Time: Enjoyment without distraction: “me time” and family time.
Crossing the big tasks off the list and knowing things are truly finished is my self-care right now. It clears the mental clutter and creates the space to add new things later.
What’s Next?
As entrepreneurs, it’s easy to start strong and lose steam before the finish line. But the entrepreneurs who win long-term aren’t just the ones with the best ideas—they’re the ones who complete what they start.
I need to stop settling for half-finished projects and half-finished business. It’s time to start finishing, and the consistency I crave will follow. Are you up for it to? What are you doing to not get caught up in Shiny Object Syndrome?
