The New Shiny Thing Syndrome is what we all have to fight with, especially people of the Internet.
Let’s say you’re a marketer.
You read an article about evergreen SEO so you decide to make a whole content strategy for the next 3 months with a year-long plan for growing organic traffic.
But then you turn on YouTube and see a video on referral marketing and how it brought a Company X 10,000 new users in just 3 months.
And so you dump the idea of SEO and organic traffic and instead you choose to double down on building referral system.
There are a couple of issues with such approach to anything.
First is that you’ll never really test things out.
To test a tactic, approach, or an idea you need a certain size sample to statistically prove it’s correctness.
Also, depending on which tactic you choose, some may require even a year-long development before you will see any results. SEO is a good example here.
Second is that if you’ll keep on chasing “the greener grass” you’ll never really settle.
There will always be the other shiny object that you didn’t know it existed. The point is not to stop exploring new opportunities but to properly choose those that you'll develop.
If the only thing you do is jumping from one idea to another, you won’t ever develop any of them.
It’s a bit like with “all in one” things. When something is for everything, it’s really for nothing. Contrary, if something has a single purpose the chances are it’s good at this one thing.
This can also be applied to people.
Instead of being average in, let’s say 10 different subjects, it would be much better to be the best in 1-3 subjects, maximum.
By channeling your strengths and energy on a lesser amount of things, you made the overall output greater than compared to your strength distributed between 10 different things.
No matter if it’s a tactic, idea, or a subject you want to improve at, it’s almost always better to water your grass than to look for a greener part.
People want experts, not “yea, I know something about it”.
You want to have one highly profitable business, not 10 break-even startups.
Marketing strategy is much better when comprised of 3 main tactics than 13 ever-changing growth hacks.
This idea of The Grass Is Always Greener Where You Water It ties in nicely to another truth and that is:
It’s much more important what you’re working on than how you’re working on it.
This doesn't mean that hard work doesn't matter. What it explains is that you could be doing two completely different things with the same intensity and get to vastly incompatible results.
A programmer who works 8 hours a day for a tech company does no more job than a solo-owner of a grocery store but their income differs a lot.
Of course, it is a different type of job - both of these businesses required a different set of skills. But the point is that a grocery store owner doesn’t work “less hard” (on whichever ground) than an IT guy.
Pay attention to what you pick and double down on it.
You’ll get much further than when working on several different things at once, especially if none of them was picked with a second thought given.