7 Replies to “Shiny Object Syndrome: Don’t Fondle the Hammer”

  1. So true. Not long ago I interviewed Rick Murray of Edelman Digital. I was interesting in hearing how such a huge organization approached new technology like social media. He surprised me. Rick told me he was tasked to spend YEARS visiting Edelman’s branches so he could understand their culture FIRST, and then explore what cultural changes must be made for Edelman to shift to the “new age.”

    My argument in Spitball Marketing is this is the age of opportunity, but it’s NOT by embracing technology. One may seize the bountiful opportunities by intentionally examining basic assumptions about what business is, can be, and should be, and then DUMPING the bankrupt worldview “the chief aim of business is to maximize shareholder wealth,” and the bankrupting pursuit of profits!

    If companies would use all tools, including social media, to help other people create things that matter, we can skip the foolishness of SOS.

    Avoid the Shiny Object Syndrome by changing your assumptions—It’s NOT about the money!

  2. I am not really interested in the construction industry. Yet I live in a house.

    I don’t subscribe to dozens of magazines about cars, yet I drive one to work every morning.

    I don’t stay abreast of every detail in the dairy industry, yet I drink a glass of milk with breakfast.

    At some point, milk and cars and shelter became extremely useful to me, even as my active interest in them wanes.

    The danger of Shiny Object Syndrome is it confuses the interesting with the useful. I can get swept up learning a LOT about things I don’t need to know, when I ought to be just using them. (Of course, it’s my job to stay a little ahead of the curve, but it would be shameful for me to keep yelling at those behind to catch up.)

  3. Plans aren’t very sexy nor exciting, but it all comes back to it. The plan is the foundation allowing you to swap out the tactics based on the wider picture. Often the “shiny” object just doesn’t fit, but without the plan you can’t see that until it is too late.

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