December 30

Stopping Shiny Object Syndrome

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There were a few different things that got me over some pretty intense and very long term shiny object syndrome habits, but the main two were watching what aspects of things I spent time on and Russell Brunson’s Value Ladder as he writes about in his book DotCom Secrets.

You Already Know

In so many different ways I had heard this before, “You already know what you want”. This did turn out to be true, but for someone with big time shiny object syndrome I would often ignore what I really wanted and get interested the latest way to make money.

Or so I thought…

The truth is the “latest” ways to make money that I found all revolved around building a website or an app of some kind. In fact, even things where the website is actually a pretty small part – for example selling physical products, or real estate, which I actually did for awhile – I would still be focused on what platform was the best to build a website for the business.

I can almost guarantee you’re thinking, “Obviously you work on websites, but my shiny objects don’t have such a clear commonality”. And you’re likely correct, but I am also building software and sell as an affiliate marketer and even plan to build games.

Even now those sound scattered brained, but by the end of this post you we’ll see how the value ladder gives you your new commonality to allow you to do everything.

Turning Things Into The Thing With the Value Ladder

I want to re-iterate that the Value Ladder is something Russell Brunson teaches in DotCom Secrets and (especially as an affiliate) I highly recommend his book. He’ll show you how to use the Value Ladder to make more money. In this post, I’m merely focused on how you can use it to organize your shiny objects and focus on one thing while still satisfying your shiny object syndrome.

Simply put, a value ladder is your low end product, mid level product, and upper level product. I like to think of it as lining up all the things you want to do and then organizing them by what would be the lowest cost product (lowest value) up to the highest cost (highest value).

Now look at your objects, what is the one you could start doing/selling today? Most of the time it’ll be one close the middle of your ladder.

Next, make a list of people that would most likely be your customers (hint: these will be people you know, or at least have access to like Facebook friends). Now narrow that down to one person. Great, now you can make your first sale, which is the biggest key there is to getting over your shiny object syndrome. Once you have your first customer, you know it works on some level rather reading and thinking about what is the shinest object of them all.

But wait, you still might be missing out on shiny objects 2-1000? Not to worry, you’ve already begun to set yourself up to have it all.

Connecting The Next Shiny

To get the next shiny, we can go back to the trusty value ladder. What’s the next quickest thing you can sell to your first customer? Often it will be something lower on the ladder, a down sell that still helps them. The key here is that you are packaging your shiny object specifically for that customer; for example if you found that your mid level item was pet sitter but another item was carpentry, you can sell them a stand for their dog bowl.

As you’ve probably seen, the new through line (commonality) becomes your customer. Now you have a type of person with specific interests that you can use to connect all your shiny objects into one cohesive value ladder. In DotCom Secrets, Russell goes into detail on how to define your customer in a way that will help you generate more of them.

I can say as a fellow shiny object pursuer, just knowing that I will be able to do all of the shiny things, even if I’m only focused on one right now, has really helped curb my scattered focus. In addition, once you start doing at least one of the things you’ll know pretty quickly if you actually like it or it was just too shiny to resist.


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