Shiny Object Syndrome: A Founder’s Gold Rush, a Team’s Kryptonite

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“Hi team, thanks for jumping on short notice. We came up with a great idea over the weekend and we’ve decided to make some immediate changes. Starting today, drop what you’re doing—we’re rolling this out right now. We’re confident this will be a game changer!”

Two weeks later…

“Team, we need to talk. Productivity is down, revenue’s taken a hit, and unfortunately… [insert name] just resigned. Any idea what happened?”

If this sounds familiar, you’re not alone.

Shiny object syndrome is real. I’ve seen it derail momentum, burn out teams, and nearly destroy otherwise promising companies.

And it always starts the same way: with good intentions.

Founders are visionaries. We live in the world of ideas, future possibilities, and “what if?” energy. That spark built your business. But unmanaged, it can just as easily burn it down.

Here’s the hard truth: what feels like gold to you might feel like whiplash to your team.

The Problem Isn’t the Idea—it’s the Timing and Execution

You don’t need to kill your creativity. But you do need a filter and a system.

Before launching your next “big idea,” ask yourself:

• Have I pressure-tested this with data or feedback?
• Will this disrupt current systems that are working?
• Do we have the capacity to implement this without tanking focus?
• Is this something we really need to act on now—or is it just exciting?

The Fix: Create a Parking Lot for Your Big Ideas

If an idea is still exciting after 48 hours, park it in a playbook. Add notes. Share it with a co-founder or advisor. Let it breathe.

Then, when the timing is right, bring it to the team with a plan—not just adrenaline.

Your best people are craving clarity, stability, and progress—not a new vision shift every Monday morning.

The Bottom Line

Vision is your superpower.

But undisciplined vision? That’s your team’s kryptonite.

Don’t let shiny object syndrome erode your credibility, confuse your priorities, or exhaust your best people.

Pressure-test it. Plan it. Then—and only then—bring it to your team.

Your future self will thank you.
So will the people building alongside you.

By Travis Janko, CEO of GSD Coach & Recruiting, helping SaaS founders build the top 5% of talent, FAST!