Shiny Object Syndrome: Why The Grass Isn't Greener On The Other Side
Do you struggle to stick to things and get distracted by new shiny objects?
If you look back over the past month or the past year --
How many different niches, opportunities or methods have you tried?
Shiny object syndrome is something that plagues most entrepreneurs and renders them helpless in their fight for success.
Here's what it looks like:
Somebody chooses e-commerce as their area of interest and starts learning the game, absorbing information and putting in the work...
Two weeks go by, and by then, things start to look harder than they'd imagined, they start to see the real "depth" of their chosen field.
At this stage the entrepreneur loses their passion for the field and starts looking on social media to see what other people are doing.
They see a guru in another field like Crypto wearing fancy watches, flying in private jets and driving nice cars -- And in this moment --
In this moment of sound minded reason, they think to themself:
"Ahhh the reason I'm not rich yet is because I'm in the wrong field! It's not my fault, it's not the fact that I've only been doing this for two weeks -- It's because I'm trying to do e-commerce and obviously Crypto is where the money's at!"
This isn't rational, it's flat out lunacy. It's the kind of shit people get put in straight jackets for.
But as insane as it is -- This is the practice of 99% of start out entrepreneurs today!
If you suffer from this relentless disease, do yourself a favor and watch this video right now.
Here's what we cover:
1. Why i failed miserably my first year in business due to shiny object syndrome, looking at others success and niche hopping.
2. Why it's stupid to compare your chapter 1 to somebody else's chapter 50.
3. Why you need to focus on the things that WONT change if you want to win in the long term.
4. Why I picked consulting as my niche 5 years ago and how un-glamorous my start was (you won't believe how bad it was...).
5. Why "value" is the most important thing and how to define what that is in your niche/field so that you can focus on it.
6. How I acquired the domain Consulting.com and grew my business to more than $20,000,000 /year in 5 years.
Hey, what's going on everyone? It's Sam Ovens here. Today I wanted to talk about a big problem that I see that is plaguing most business owners, most start out entrepreneurs and pretty much everyone. That is a serious case of shiny object syndrome, niche jumping and niche hopping, and really just doing anything that isn't sticking to one thing and being focused. I know this thing well because I used to be like this myself. Back when I was getting started in business, I would look into an opportunity. Let's say I wanted to build an app or a SaaS business or let's say that I wanted to start an eCommerce business or something.
I would look into an opportunity and I would think, "All right. This is it. This is the thing that I'm going to stick to. This is the thing that I'm going to get good at." I would start looking into the thing and I would notice that there was a lot to learn, right? It's kind of like choosing to play a new sport. Let's say you've never played basketball before. You've never seen a game, and you've got to all of a sudden learn how to play. You've got to learn the layout of the court, and you've got to learn the players, the player's styles. You've got to learn what style is like dangerous right now. You've got to learn what are the different player's habits.
You've got to learn the whole thing, and you've got to get your fitness up yourself. You've got to increase your strength. You've got to do all sorts of things before you really get competitive and before you really get good. Sometimes or most of the time in business what I did and what I see a lot of people doing is they look into a thing, let's say it's a new niche like eCommerce or whatever, and then they think, "Oh man. This is actually kind of hard. There's a lot of stuff involved here. I got to learn a lot of stuff and this might actually take me a little bit of time to get good at." When I used to notice this, I'd get excited and hyped up about this niche.
I would be like, "This thing is going to be it. This is the one I'm going to stick to." I'd choose it. I'd get in there all hyped up, and then I'd start digging into it, doing the work, doing the hard stuff, grinding at it. Then I'd realize like this is hard and then I would start ... At that point that it was hard, I would start looking across the fence at what other people were doing. I would start looking at the grass on the other side and it always looked greener. I'd look at different gurus, different people online that were doing different things and I would notice that people would be posting photos of them in a private jet or with a Ferrari or whatever.
I would look at them and I would think, "Man, maybe it's like selling stuff on Shopify. Maybe that's why these guys are rich or maybe it's doing this other thing over here. Maybe it's chatbots. Maybe it's crypto. Maybe it's any assortment of things," right? Whenever I saw someone who was successful in whatever niche they were doing, I swore it was the niche. Because I wasn't successful, I thought, "Oh, it can't be my fault. It must be the niche's fault," right? I'd look at what other people were doing. I'd think, "Ah, that's it. I've got to go into that niche. I've got to focus on that and then I'll be rich."
I behaved like this for about a year and it got me nowhere. I was behaving like a neurotic ADD psychopath. Pretty much just sticking to something for a week, finding that there was a bit of work to do, freaking out, and looking at the next shiny object, choosing it, and repeating it again. It was just like a vicious reinforcing or self-reinforcing cycle. It's like a snake eating its tail. It never ended. Because when you think the grass is always greener on the other side, when you go to the other side, there's another side that's greener, right? It's a never ending cycle. When I did this, it got me nothing. I spun my wheels for like a full year.
Working 12 hours a day for about 12 months and I didn't get anything, didn't get any clients, didn't make any money, had nothing really to show for it. That's when I started noticing that there was people in Auckland, New Zealand, which is where I used to live, and I had noticed that there were business owners that owned traditional style businesses and some of them were making like eight figures, seven figures and stuff. These niches were things like an electrical business.
Like having a bunch of electricians working for you or building, construction contracting sort of businesses or landscaping businesses or even like lawn mowing businesses that had scaled up a bit and had quite a lot of people working for them. I would see these things and then notice that the people in those businesses were making like seven figures, eight figures and I was like, "How is that possible? That niche sucks apparently. How is someone making that much money in there?" That was because there was something wrong with my brain. I used to think that the niche is what makes the money and not the person's effort and not the person's investment into that niche.
When I started to notice this, a shift started to occur in my perception or in my brain. It really allowed me to realize that the grass isn't always greener on the other side. The grass is greener where you water it. This is a big one, so I'll say it again. The grass isn't greener on the other side. It's greener where you water it. When I realized this, I thought, "Well, I've totally screwed this up. I'm niche hopping to all of these different things and it's not working for me. These people who have stuck to even very simple niches and done amazingly well. It must be that these guys stuck to it and they've been watering the grass there.
Now the grass is growing green and they haven't gotten distracted and jumped across the fence to what other people are doing." At that moment, one year into my business career, I realized that I needed to make a change and I realized that I needed to stick to something, and so I chose consulting. I thought, "All right. I'm going to choose consulting. I'm going to learn all about this thing. I'm going to master it, and I'm going to try and make this my thing. My one thing." Back then it sounded like a fantasy. I was living in my parent's garage in New Zealand completely broke, and I couldn't even consult myself, let alone consult anyone else.
It's not like I was some Harvard MBA kid or anything like that, right? I didn't even have a college degree. I dropped out of university. I don't even have a certificate or anything. Then I really started to do the work. I started digging into it. I started reading every book I could on consulting. I started watching what the best consultants were doing, and I really just became a really good student. I just learned everything I could, and I just stayed focused on one thing. It started off slow. It started off me trying to get like mom and pop pizza businesses as clients for like $100-$200 website builds, right?
It started way back there and me still getting rejected trying to get those. That's like the cheapest consultant ever. I was door knocking and stuff. I couldn't even get success with that. You've got to understand where I started from back there, which was like the worst, most unglamorous consultant you've ever seen. That's where I began. Because I stuck to this thing, over time I would notice, "All right. Don't do this thing because it doesn't work. All right. When you say this thing or when you do this thing, it seems to work better." I started iterating and doing more of what worked and less of what didn't.
Kind of an evolutionary cycle or scientific method, whatever you want to call it. It's the process of how anyone gets better at anything. There's no other way around it. You have to try. Then if you fail, then see what went wrong or see what went right and do more of what worked, less of what didn't. That's the process. The reason why some people are better at things than others is because they've been through that iterative evolutionary cycle just more times than you have. That's it. That's the only thing.
I just kept on this thing and I just kept trying, trying, trying, iterating, iterating, iterating, observing what other people are doing, trying, trying, trying, iterating, iterating, iterating. Then before long I started to make progress. In my first year, I made about $100,000, which is a huge amount compared to zero the year before. Then in my second, I made about $500,000. The third, $1.2 million. Was it the third or the fourth I made $2.4 million? Now I'm about five or five and a half, maybe close to six years into consulting now. Now my business is at the point where it's making more than $20 million a year. This year we should blow right pass that.
I was even able to buy the domain name Consulting.com. Now I'm considered one of the experts, I don't want to say I'm the best in the world because I don't know everyone in the world so I don't know that, but I'm considered one of the experts on consulting. I help other people start their own consulting businesses and have a lot of success with it. The reason why I'm telling you this and the reason why I've got these things here on my desk is to really show you what happens when you truly stick to something because this is the problem I see everyone has out there in the world.
They're just neurotic ADD psychopaths jumping between different things, and they're not sticking to something long enough to plant seeds and protect the saplings and watch them grow into like beautiful plants that bear fruit and wealth and all of those things. They're jumping too early to even see anything change. If I fast forward my story to today, I own a company Consulting.com. Here's the training program that ... We have three programs, but this is the flagship program, Consulting Accelerator. You can see there there's like the content portal, which is where the training is delivered, and we also have these workbooks.
If I show you the quality of these things, you can see these workbooks are thick. This comes in this box here. If you look at these, you can see in here each workbook is like 500 pages of extremely high quality content. This here, this product alone, the Consulting Accelerator Program, everyday, just everyday right now we sell like close to $100,000 of it. I think yesterday we made about $86,000. We're still nowhere near the limits of how much we can sell of this thing. Now some people might think, "Oh, the reason why Sam's able to make that much money is because he's in the consulting niche. I know, the reason why I'm not making any money is because I'm in the wrong niche.
I need to get into Sam's niche or I need to get into consulting." Be careful of that because that's the thought that gets everyone trapped. They're comparing their chapter ones to someone's chapter 50, right? If you're just getting started in business and you've only invested like a month or two into your niche and you're wondering why you haven't had success with it, it's not the niche. The grass isn't greener on the other side. The grass is greener where you water it. You haven't been watering your grass. You haven't been planting enough seeds. You haven't been able to reap what you've sown or maybe you haven't even sown anything.
You need to stick to it, and you need to give it time, and you need to keep chipping away, and you need to keep honing and refining your craft until you become a master of it. In order to create a program like this that sells like a hundred grand a day of this to people all over the world, in order to really own and climb to the top of a particular niche or a particular field, it is not anything special. There's no magic tricks. There's no real hacks. It's not even really the niche. None of those things are true. The real thing that makes the difference is the fact that I've just stuck to this for six years and I haven't done anything else.
That is the discipline that you need to acquire yourself to be successful and not just successful, but wildly successful. Success beyond your wildest dreams. Because when I started out trying to pitch mom and pop pizza businesses, I never thought that I'd own Consulting.com and be able to make a hundred grand a day selling one of the world's best trainings. I couldn't have even believed that back then, but because I just stuck to it, because I just kept chipping at it, it started to happen. You want to write this down and put it somewhere near your computer so you remember it. The grass isn't greener on the other side. The grass is greener where you water it.
You want to pick one thing. What is your thing going to be? What are you going to be an expert at? Then once you've picked it, stick with it, and then I can guarantee you something's going to happen. I can guarantee you that you're going to look into it, realize that it's a little bit harder than you thought and there's a lot to learn, that is normal. Then you're going to think, "Maybe the grass is greener on the other side. Maybe it's crypto that's making people rich. Maybe it's chatbots. Maybe it's this different thing." There's so many different fads that come and go. A huge one last year that I swore a lot of people jump ship on was crypto.
I saw a lot of dudes who had grown really successful businesses in their particular field get a bit distracted and jump ship on this whole crypto bubble. That's the last thing you want to do. You've got to stay strong. There's going to be things that come up like crypto or chatbots or different hypes of the month or different hypes of the year. When you see these things and when you start to see everyone talking about it and everyone jumping ship and even respected dudes that have built good businesses jumping ship or changing tact, that doesn't mean that you should do it too. That does not mean that you should do it too.
I looked at this crypto thing and I was like, "Man, Sam, are you really sure that you should stick to this? Maybe you should jump to this crypto thing?" I even had that thought because there was such a hype machine going out there. It didn't matter what I did in the day. I would just see or hear people talking about crypto like all day because it was such a bubble. I even thought about switching, but I didn't. I just blocked out all of the noise and I stayed focused on my business, and I stayed focused on growing my business. That turned out to be a really good move because back then when the crypto thing was going on, I was making about a million dollars a month.
I thought, "I'm not going to do anything in crypto. Nothing." Some people called me an idiot. They were like, "Dude, you're going to miss the biggest thing ever." I thought, "Well, shit, maybe I will, but I've got to stick to this thing because it's helped me so far. I'm just going to keep sticking to it. Block out the noise." I stuck to it. Now we're about five months after that, right? Six months after that. Now I'm making pretty much $2 million a month. Since then I've doubled my monthly income every month, and since then the people who told me, "Dude, you've got to be in crypto," they've lost like 60% of their money.
That's a perfect classic example of what happens when you niche jump or when you get distracted by shiny objects and when you don't stay relentlessly focused on one thing. If you want to know why Michael Jordan became the best basketball player in the world, he committed everything he had to basketball. He tried to play baseball and he sucked. You can go look at YouTube videos. He was really bad. Then he went back to basketball and dominated. Kobe Bryant just stuck to basketball. Then Jeff Bezos. He's just stuck with Amazon relentlessly for like 20 something years. The people who are the most successful people in the world, they stick to one thing and they own it.
You've really got to define your mountain. Like what is going to be your mountain. Define it. Know what it is. Then scope out the land. Figure out how you can climb to the top of that thing. Climb up there. Drive a stake into it and then defend it like hell and own it. That is the real strategy for success in business. Another good tip I can give you. The first one is the grass isn't greener on the other side. The grass is greener where you water it. The second tip is that you want to focus on things that won't change. The world it's constantly changing all the time. The world does not stay stationary. It changes.
It evolves and it evolves rapidly these days with all of this disruption and innovation and things. Sometimes it can be too confusing. You're looking at something and then it changes. You're looking at something and it changes. You don't know what to stick to. The real secret to it is is to focus on what won't change because there's a lot of things in the world that haven't changed for a long time. When I looked at consulting and I wanted to really master it, I looked at the things that wouldn't change. Those were things like being good at sales, being persuasive, knowing how to like persuade someone that this is the thing for them provided it is for them.
That was a huge thing that would have never changed. Also, providing value. Providing value is something that that's what the entire global economy is based on, value, exchange of value for money. By offering lots of value, you're going to make lots of money. You've got to focus on the things that won't change. If you're a person that can deliver really good value and if you're a person that's a good communicator and is good at sales, then you're always going to be fine. You're always going to be making a lot of money. Truthfully there's a lot of things out there that I'm not very good at. Like when chatbots comes around, I don't know anything about it.
When cryptocurrency comes out, I don't know anything about that. There's all of this new softwares out there. I don't know anything about them. A lot of the time people are like, "Dude, you're going to miss this. It's going to be a huge opportunity," and all of this crap, right? I'm just like, "Yeah. Maybe it will. Maybe it won't. I don't know. Neither do you. You don't have any proof," right? A lot of the time these people have to convince you that it's the right thing to do because they're not entirely convinced themselves that it's the right thing that they're doing. They're very persuasive because they've got to believe it themselves.
They don't, so they're trying to get you to believe in it so they believe in it too. I thought, "Maybe you're right, but I know that the things that won't change is providing value and being good at sales." Mostly just providing value. In my business, Consulting.com, what is providing value? Well, that's helping my customers get what they want. What most of my customers want is to start their own consulting business, grow it, make it predictable, make it profitable, get clients, make money, and have freedom. Be able to quit their day job. Be able to live wherever they want. Be able to work on a schedule and a time clock that is designed however they want it to be.
Really just have freedom and the power and the capability to write their own check and be their own boss. That's what they want. If I just get that thing right, if I help them get that, then it doesn't matter what comes and go. It doesn't matter what fads come and go. I win. Crypto can come and go. Chatbots can come and go. All these softwares can come and go, and I just keep the doors locked, the windows locked, everything locked. I block out all the noise, which is very hard by the way, and just stay focused on that. This version of Consulting Accelerator here, this is like version number 17, right?
A lot of people they think, "Well, how do you make something good? How do you get good at anything?" You do it again and again and again and again and again. How do you think Michael Jordan got good at shooting hoops? By just being in the court again, again, again, again, again, right? That's how anyone gets good at anything. Time and repetition and practice. How do you create a really great program that can sell like a hundred grand a day and help customers get what they want, right? It isn't magic again. It's not anything fancy. There's no secrets. There's no hacks. Really there is a secret and the secret is stick to it and do it again and again and again and again and again.
This is like version 17 for the Consulting Accelerator Program. It hasn't always been called Consulting Accelerator, but if you add up all the different names I've given to this program that's pretty much helped people do the same thing, but it gets better every single time. Even when it's good and people say like, "Sam, this thing's awesome," I don't care. I'm still going to tear it down. I'm going to build it again. I'm going to make it better. Constantly tearing it down, rebuilding it, making it better. That is how you get good. Really you want to take two main things away from this video. Number one, don't be a niche jumper.
Stop looking over the fence at what other people are doing and getting distracted. Don't compare your chapter one to their chapter 20. The grass isn't greener on the other side. The grass is greener where you water it. Choose the mountain you want to own. Figure out how you're going to climb to the top of it and stick to it. Don't get distracted. That's number one. Number two is you want to focus on what won't change. Once you've picked your niche, what's not going to change in there. I'll tell you, it's going to be value. Whatever your thing is, how do people define value? You want to focus on those things. I'll give you an example.
In my business, it's helping my customers get clients and make money. That's what they want. If I help them do that, we're good. With Amazon and Jeff Bezos. Jeff Bezos focuses on Amazon. That's his only thing that he stays focused on. How does he define value in there? Well, he's got it very clearly defined. It's having the widest selection, so having lots of things available on Amazon. Selection is important. The second one is prize, having the lowest prizes possible. The third one is speed of shipping and reliability and basically user experience, but speed of shipping is very important there and the cost of shipping.
Jeff Bezos is very smart. He looked at his game, which is like online shopping or eCommerce, whatever you want to call it, and he thought, "Well, to win in this, I need to provide the most value. To provide the most value, I need to have selection, I need to have low prices, and I need to have fast free shipping," and that's exactly what he's done. He has the widest selection of anything on planet earth. He has the lowest prices, and he has the fastest shipping in the world and it's free. They even do same day delivery here for free in New York. That's how he's grown Amazon to be a 400 million person business with 560,000 employees.
That's how he was able to make $96 million per day last year. He's the richest man on planet earth, and Amazon's the most valuable company in the world. It's going to keep soaring because he's focused on one thing. He didn't get distracted. Two, he focused on what wouldn't change. If you're someone that's just getting someone in business or entrepreneurship and you're floundering around and niche hopping and doing all of that, don't. Calm yourself down. Choose your one thing. Focus on it. Don't get distracted. Stop looking over the fence at what other people are doing. Stick to your thing.
Realize that things are going go come up, hot opportunities, hot bubbles, the hype machine is going to be blaring its music trying to get you distracted. Block it out. Stay focused and find out the things that aren't going to change in your niche. Focus on them. Master them. Stick to things long enough to see them come to fruition. For me to get to this point now, it's taken me about five years. Does that mean that I was completely broke up until this point? No, but I made a hundred grand in my first year, 500 in my second. I was already doing well real early on, but to get to a higher point, yeah, it took me like five, six years.
Expect the same to happen for you. You can be successful and make money early on, but you're not going to be a king of your thing or a master of your thing for at least four, five, six years. It took Jeff Bezos a lot of years to get to where he is today. That's what I want you to takeaway from this video. Now if you want to learn more about this Consulting Accelerator Program here, it comes with these physical books here. It actually comes shipped ... I'll just show you this. It actually comes shipped in this box here. I'll just show you how this works. All of these books come inside this box and we ship this box out to you.
You can see it's beautifully designed. This thing weighs a ton. It cost a ton for me to ship, but it's worth it because I want to deliver serious value to my customers. Here's what the content portal looks like, our e-learning platform. Then most important, it doesn't matter what this stuff looks like. It doesn't matter how much content's in here. At the end of the day, the most important thing is value. Are people getting results? They are. Here's our reviews page, which you can view yourself if you go to Consulting.com/reviews. We've had 3,236 people submit video testimonials of their experience with our program. We've totaled it up.
We've helped 25 people make a million dollars. It says 24 there, but it's actually 25. Those are just the people we know about. There's obviously a lot of people who have had results that haven't given us a testimonial. These are prudent numbers. Then we've helped 451 people get to six figures, and we've helped 3,229 people quit their jobs. These aren't made up numbers because you can click on this like 24 millionaires and you can see the millionaires. Then you can click on this and you can hear their story from their own mouth. You can listen to it all and see what they do.
In total, since I've been doing this, those are the stats, but our students of this program, together they've made more than $400 million. That is what I mean by value. How that's come about is by sticking to it, focusing on one thing, really figuring out what value means in my game and trying to own that and dominate it and constantly get better. If you want to check out this Consulting Accelerator Program and learn more about it, I'm going to put a link beneath this video and also there should be a link on this video on YouTube. If you just click that, it should pop up now or something, then you can go to a page where you'll be able to learn more about it.
That's it for this video. I hope you've enjoyed it, and I hope you takeaway those two main things. The grass isn't greener on the other side. The grass is greener where you water it. Stick to something. Number two, focus on what won't change and that's always going to be value. Find out what value is in whatever you do and master it. If you've enjoyed this video, then what I want you to do right now is click that like button. Also, click the link and subscribe to my YouTube channel where I release more of these videos. We're releasing about two of these every week right now. If you want to get them as soon as they come out, subscribe right now.
Also, let me know what you thought of this video in the comments section below. I'm going to check all of the comments myself personally. I'll be replying to them personally, so let me know what you think or if you have any questions or anything like that. Thanks for watching this video and I'll see you in the next one soon.