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In this episode, I’m sharing a real conversation from inside my Scalability Mastermind that I know a lot of you will relate to. One of my students asked how to stop shiny object syndrome—specifically the urge to start a brand new Instagram page or business idea when things start to feel slow or boring in your current one.

I break down why the desire to “start something new” usually has nothing to do with the idea itself and everything to do with avoiding discomfort, commitment, and the messy middle of growth. We talk about dopamine, boredom, and why staying power—not constant pivots—is what actually creates long-term success.

I also share the one question I come back to anytime shiny object syndrome pops up for me, plus why delayed gratification is one of the most underrated (and hardest) skills to build in business.

What you’ll learn:

• What shiny object syndrome really is (and why it shows up when growth feels slow)
• Why starting something new feels productive—but usually isn’t
• The difference between boredom and misalignment
• How avoiding discomfort keeps you stuck in cycles of restarting
• Why consistency and “non-sexy” daily actions matter more than motivation
• The mindset shift that helps you stick things out when results are delayed
• The phrase I come back to when I’m tempted to pivot or rebrand

How to Stay Committed When the Excitement Fades in Your Business

When You Want to Start Something New

I want to share a conversation I had with one of my scalability students inside our mastermind because I know you’re going to see yourself in it.

He told me he was feeling pulled to start another Instagram page on something completely unrelated to his niche or business. He said, “I think this might be shiny object syndrome. How do I beat it?”

If you’ve ever felt the urge to start something new, pivot, rebrand, or launch a fresh idea just because it feels exciting, this is for you.

Starting something new feels like momentum. But most of the time, it’s avoidance.

What Is Shiny Object Syndrome in Business?

Shiny object syndrome in business is the constant urge to start something new instead of staying committed to what you’ve already started. It often shows up as wanting to create a new offer, start a new social media account, rebrand your business, change niches, or try an entirely different strategy.

It usually hits when things feel slow. The new idea feels productive. It feels exciting. It feels like maybe this will finally be the thing that works.

But most of the time, it’s your brain chasing dopamine.

The Real Reason You Want to Start Something New

Let me give you some tough love. It’s not that the new idea is better. It’s not that the new account will grow faster. It’s not that the new strategy is more aligned.

You’re bored. You’re in the messy middle. And the dopamine has faded.

When you first start something, it’s exciting. Every post feels fresh. Every idea feels big. Every small win feels like proof that you’re onto something. But eventually, the excitement wears off. What’s left is commitment, and commitment is uncomfortable.

Instead of sitting in that discomfort, your brain looks for relief. It suggests starting something new, not because it’s smarter, but because it feels better.

The Hidden Cost of Starting Over

Most entrepreneurs already feel like they don’t have enough time. You’re building a business, maybe working full-time, managing your life, and trying to grow. Adding something new to your plate doesn’t create more time. It creates more scarcity.

When you split your attention between multiple ideas, you delay results. Instead of doubling down on what’s already in motion, you dilute it. I see this constantly—people pivoting, rebranding, and trying new strategies every few months, not because the original idea didn’t work, but because they didn’t stay long enough to let it work.

Slow growth can feel like failure. But slow growth is often just growth without instant gratification.

Ask Yourself This Question

If you take nothing else from this, take this question with you: What am I avoiding by looking to start something new?

Most of the time, you’re avoiding the hard task you’ve been putting off. The content you don’t feel like creating. The sales conversations you’ve been avoiding. The consistency that feels boring.

Starting something new feels productive, but it’s usually a distraction from the real work. And the real work is rarely glamorous.

When Progress Feels Invisible

Shiny object syndrome tends to show up the loudest when you’re not seeing visible movement. You’re not hitting your goals. The sales aren’t coming in yet. The followers aren’t growing as fast as you’d hoped. Your brain starts trying to protect you by suggesting that maybe this isn’t working.

But just because you’re not seeing instant results doesn’t mean it’s not working.

Sometimes the work is building your skill. Sometimes it’s building discipline. Sometimes it’s building resilience or collecting data. The lack of instant gratification does not equal lack of progress.

The Work Is Always Working

There’s a phrase I bring myself back to constantly: the work is always working. It’s either working on you or it’s working for you.

Even if you’re not seeing sales yet. Even if your growth feels slow. Even if it feels like no one is paying attention. The work is shaping you into someone who can hold bigger results.

Staying power is a competitive advantage. Most people don’t fail because they’re incapable. They fail because they quit in the messy middle.

Delayed Gratification Is the Strategy

Nothing in business happens on your preferred timeline. The results you want will almost always take longer than you think they should. That doesn’t mean they’re not coming.

If you can learn to sit in the gap between effort and reward without running toward something new, you will separate yourself from most people. Quick dopamine feels good, but delayed gratification builds authority, depth, and mastery. That’s what sustains a business long term.

How to Beat Shiny Object Syndrome (Practically)

When you feel shiny object syndrome creeping in, pause before acting. Don’t make decisions from boredom or discomfort. Return to the question: What am I avoiding right now?

Choose one needle-moving action and double down on it. Not five things—one. Remind yourself that slow does not mean stagnant. And most importantly, finish what you start.

Every time you choose staying power over novelty, you build self-trust. And self-trust is what builds businesses that last.

Walking the Walk

Even while recording the original version of this conversation, I caught myself doing the same thing. I had a brand partnership post I needed to create. Instead of doing it, I found myself tempted to fill my time with something new—something easier and more exciting.

I had to call myself out. So I stopped talking about staying committed and went to actually do the work.

Because this isn’t about saying the right things. It’s about practicing them.

Final Thoughts

If you’re in the messy middle right now, if growth feels slow, or if you’re tempted to pivot, rebrand, or start something new, come back to this: the work is always working.

You don’t need a new idea. You need staying power.

You and your dreams are worth holding a commitment long enough to see it through.

Resources & Links:

• Join Stacked Inbox
• Join Scalability
• 30 free selling on stories prompts
• Scaling Unlocked Mastermind Application
• Kajabi 30-day free trial + 2 bonuses
• Manychat
• IG University

Some of the links mentioned are affiliate links, which help to support this podcast at no additional cost to you.

Connect with Mya:

• Follow on Instagram @myanichol 
• Join my email list
• Check out my website
• Now on YouTube

More about the Radical Disruption podcast: 

Are you wanting to make waves in your industry, push the envelope, and change the way things are done in a radical way? Are you looking for tangible, tactical, and actionable steps that will help you build a sustainable business that stands out? You’re in the right place!

Radical Disruption is home to the disrupters. Here, you’ll learn how to take your business to the next level, break the status quo, and build a disruptive business.

Nursing student turned business and social media expert and host Mya Nichol (hey, that’s me!) shares the real and raw of the crazy journey of entrepreneurship and building a multi-six-figure business.

Through solo episodes and special guest interviews, you can expect honest conversations about throwing out the traditional way of business, scaling in a sustainable way, and becoming the go-to expert in your industry. It’s time to build a disruptive business. See you on Tuesdays!

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