After last week’s article on selling a business, we heard from many entrepreneurs who said they felt tired, overwhelmed, or tempted to move on to something new. A few were genuinely considering an exit, but many were simply exhausted or frustrated and believed that the next idea might be easier than the one they currently have.
This feeling is far more common than people admit, and it is often a sign of shiny object syndrome — the tendency to chase new ideas simply because they seem more exciting or promising than the hard, consistent work required to grow what you already started.
Shiny object syndrome doesn’t always appear loudly. Sometimes it shows up quietly when the business feels slow, when results are not matching expectations, or when your energy is low and a new idea seems like a fresh escape. The danger is that it creates movement without progress, leaving entrepreneurs with several half-built ideas instead of one solid business.
What Shiny Object Syndrome Looks Like
Many entrepreneurs in Nigeria experience this in subtle ways. You may find yourself constantly researching new opportunities even though the current business still needs attention. You may feel bored or impatient because the growth is not happening as quickly as you hoped. Sometimes you start doubting the entire business simply because it is in a difficult season. And in other moments, a trending idea online suddenly feels like the “real opportunity” you should be chasing.
The challenge with these impulses is that they scatter your focus. Instead of investing deeply in one direction, you spread yourself thin across multiple new beginnings. Over time, this leads to frustration, fatigue, and the belief that nothing truly works — when in reality, nothing was given enough time to work.
Why You Need to Be Careful
The market rewards consistency and reliability. Customers take time to build trust, and trust only grows when your business shows stability. If you keep switching paths, you confuse your audience, weaken your brand, and restart the learning curve repeatedly.
More importantly, every business has quiet seasons. Every business has phases where things feel slow or difficult. When you leave too quickly, you rob yourself of the opportunity to push through those seasons and reach the point where the business becomes easier, more structured, and more profitable.
A new business will eventually go through those seasons too. Jumping too quickly only delays your long-term growth.
Questions to Ask Before Changing Direction
Before you consider moving on to a new idea, take a step back and reflect honestly. A few helpful questions include:
- Am I actually tired of the business, or am I simply tired as a person?
- Have I given this business the structure it needs to perform better?
- Is this challenge temporary, or is it a consistent pattern that needs attention?
- Have I discussed this feeling with someone more experienced or a mentor?
- Do I want this new idea because it is truly better, or because it is new and exciting?
Your answers can help you determine whether you need a strategic shift or better clarity and support within your current business.
Practical Ways to Avoid Shiny Object Syndrome
1. Set One Clear Priority for the Next Season
When you know exactly what you want to achieve in the next six to twelve months, it becomes easier to ignore distractions. Clarity reduces confusion.
2. Create an “Idea Parking Lot”
New ideas will always come. Write them down and revisit them later. This simple practice helps you avoid acting impulsively while still capturing inspiration.
3. Strengthen Your Current Business Before Judging It
Many frustrations disappear when the business becomes more structured. Take time to organise your operations, improve visibility, refine your offering, or seek the right guidance before assuming the business is no longer viable.
4. Speak to Someone Who Has Been There
A mentor can help you separate temporary discomfort from long-term misalignment. Many entrepreneurs are not stuck because the idea is wrong; they are stuck because they lack perspective.
5. Learn to Stay Through the Tough and Boring Phases
Every business goes through cycles. Not every phase will feel exciting, and that is normal. Momentum is built through steady, consistent action, not constant reinvention.
Final Word
There is nothing wrong with wanting something new. It is part of growth, and part of being human. But you owe it to yourself to understand whether you’re seeking a genuine change or simply reacting to frustration and fatigue.
As we said last week, a well-planned exit can be the right move — but only when it is intentional, not emotional. Shiny object syndrome creates the illusion that starting over will solve everything, when in reality, the breakthrough often lies in finally giving your current business the structure, consistency, and support it has always needed.
At Kudi Konsult, we’ve seen entrepreneurs achieve remarkable results by staying committed to one path long enough for it to work. If you’re feeling the pull of something new, pause. Reflect. Seek guidance. And be sure your next step is well thought-out.
Your future success may not be in a new business. It may be in focusing on the one you already have.
