How To Stop Chasing Shiny Objects: A Simple Framework for Making Smart Business Decisions

And the one-week rule

Have you ever found yourself jumping from one business strategy to another, never quite gaining traction with any of them?

You're not alone. I get emails almost daily from clients asking: "Rodney, should I try this new marketing tactic?" or "This guy says he can grow my audience overnight—is it worth it?"

Let's get started with a simple framework that will help you evaluate opportunities and make better decisions.

The real problem with shiny object syndrome

Shiny object syndrome isn't just about being distracted—it's about making decisions without a proper framework for evaluation.

Here's what I consistently see with my clients:

• They receive countless emails from marketers promising quick results

• They get bombarded with ads showing "proven" strategies

• They hear success stories that sound too good to pass up

• They feel anxious they're missing out on the "next big thing"

But despite these mistakes, I'm really proud when clients pause to ask: "Does this actually align with my goals?"

This is the key difference between those who make consistent progress and those who spin their wheels chasing every new trend.

A simple decision-making framework

After working with writers, coaches, and consultants over the past few years, I've developed a straightforward three-step framework for evaluating any business opportunity:

1. Know your REAL goal

Not just vague aspirations, but specific outcomes.

• This did NOT work: "I want to grow my business."

• This DOES work: "I want to have 15 coaching clients per month, which is 20% more than I have now."

The difference is clear—with the second goal, you'll know exactly when you've achieved it.

You can still have those big, abstract aspirations (like "building a thriving writing business"), but always supplement them with measurable targets that signal you're on the right path.

2. Identify your obstacles

What's truly standing in your way? Usually, there's one primary obstacle that needs addressing first.

For example, one of my clients noticed a direct correlation between consistent article publishing and sales. When she published regularly, her business thrived. When she only sent promo emails, unsubscribes increased and sales declined.

Here's the catch: the busier her business got, the less time she had for writing newsletters. The more successful she became, the harder it was to maintain the very activity that drove that success.

The obstacle wasn't knowing how to write—it was finding time to write consistently while managing a growing business.

Are you seeing the problem? Without identifying this specific obstacle, she might have invested in writing courses or productivity apps when what she really needed was something entirely different.

3. Evaluate strategies based on the obstacles they overcome

Once you know your goal and obstacles, you can evaluate any opportunity by asking: "Will this actually help me overcome my specific obstacle to reach my goal?"

Let me share a real example:

One client received a cold email from a pay per click ad management company. Since she was running her own ads (an area I have experience with), she asked me to evaluate the offer.

I looked at the company and said, "It's worth trying for a couple months." Why? Because:

• Her goal was increasing revenue

• Her obstacle was declining conversion rates on her pay per click ads

• This company specialized in improving exactly that metric

They ended up performing well because the solution directly addressed her specific obstacle.

In contrast, another client asked about growing their Instagram after receiving a pitch. When I asked if Instagram was currently driving any business or revenue, the answer was no. The opportunity didn't align with their actual goals or obstacles, so it was an easy "not now" decision.

Give yourself a time limit

One of the biggest challenges with evaluating opportunities is that you could spend forever researching options. Instead, I recommend giving yourself just one week.

In that week, aim to collect and evaluate 10 potential strategies that might help you overcome your main obstacle. This might mean researching two strategies per day.

Cast your net wide, keep notes on what you find, and evaluate each option against your specific goal and obstacles.

But don't go down an endless rabbit hole! The one-week timeframe is small enough that you won't spin your wheels forever but long enough to make an informed decision.

Real results from this approach

When you use this framework consistently, you start seeing transformative results—like my client who had a content creation obstacle.

She was the coach who couldn't find time to write consistently. Instead of trying to become a more efficient writer (which wouldn't have solved her real obstacle), she delegated newsletter writing to a staff member.

The result? After just two months of consistent content, her programs started selling out completely.

This wasn't magic—it was simply addressing the right obstacle with the right strategy.

What this means for you

Here's the thing: there will always be new strategies, tactics, and shiny objects competing for your attention. The key isn't to ignore them all—it's to evaluate them properly.

By knowing your specific goals, identifying your actual obstacles, and giving yourself a time limit to make decisions, you'll build a business based on strategy rather than shiny distractions.

This decision-making framework is just one of many practical systems I'll be sharing in my upcoming book, Profitable Playbooks for Writers, which collects proven strategies from top writers who make a consistent living from their work.

Want to learn more writer-tested strategies?

The cover for my book. Cool, right?

My new book Profitable Playbooks for Writers is coming out in the next couple of weeks! It's packed with practical frameworks and strategies from top writers who have built sustainable, profitable writing businesses

Click here to join the waiting list and be first to know when it launches!

Still here? I love that. One thing you can do for me is reply to this email and share: What's your biggest obstacle to reaching your current business goal?

Your response may inspire a future article.