“It’s simple to create challenges .. but challenging to create simplicity.”
Why is that so many business owners over-complicate things, and end up creating a big mess that never had to happen?
I see it all the time when I look at entrepreneurs and the decisions they’re making in their business. They end up creating massive complexity and confusion, rather than just keeping it simple and elegant. In my experience, most entrepreneurs start out with a very simple idea or concept, and then over time, complexity sneaks in the back door. More details and ideas are put into motion, and before long, the business has become bogged down with complexity and challenges. The entrepreneur begins to disengage from the business, and they “lose their passion”. They see another bright, shiny object and decide that it promises a lot more excitement and success than the current idea .. so they get distracted and end up in the same loop of creating complexity. Ironically, when you look at some of the most successful entrepreneurs, they’ve created a very simple business and have mastered the principle of Simplicity. How did they do this? Did they avoid complexity from the very beginning, or did they learn something along the way that allowed them to keep things simple? Oliver Wendell Holmes has a great quote about the power of Simplicity:In this quote lies one of the secrets in how you can activate the principle of Simplicity in your business – that it’s not the avoidance of complexity that creates simplicity, but rather pushing through the threat or experience of complexity so that you can get on the other side of it. The human brain is wired to assume that the solution to a complicated problem must be a complicated solution. Of course, this isn’t true, but it causes most people to get stuck looking for a complicated solution, rather than having the clarity and focus to see a simple and elegant solution. The successful entrepreneur understands that the true power of building a business is seeking out simple, elegant solutions to complicated problems. Not only is that what the market is always looking for, but it’s what thriving, sustainable businesses are built upon.“I wouldn’t give a fig for simplicity on this side of complexity, but I would give my life for simplicity on the other side of complexity.”
Where are you complicating things in your business?
I’ll give you a great example of how many entrepreneurs complicate their business, without even realizing they’re doing it – by creating multiple businesses inside their business, by accident. A few years ago, I had a team member approach me with an idea on how to attract more leads into one of our divisions, which specialized in buying commercial real estate properties. We were looking for owners of commercial properties who might be thinking of selling. The market was hot, and it was difficult to find potential sellers before they had already listed their property with a real estate agent – and we wanted to talk to them before they got to that point. He proposed that we create a new website that would offer commercial real estate owners the ability to list their property for sale, for no charge. We’d offer them a free listing, and this would assumably attract a lot of potential sellers to place ads. That would then give us a list of sellers we could talk to, and try to negotiate with before their property was placed on the market. On the surface, a great idea! Very creative. Doing this would possibly lead to connecting with some property owners before they had listed with an agent. So, on paper, sounded like a great concept. But, having made this mistake of complexity many times before, I pointed out a few things to him that he hadn’t thought of. First, there was the cost of the site development. Creating a database driven site like this that would track listings, send email alerts and do all the other things we’d want it to do would take months of development and likely tens of thousands of dollars, invested up front. Second, we would somehow have to get the sellers to become aware of this site. So, we’d have to undertake some significant marketing activity to announce the site and have it become known with the commercial property market. And we’d have to work hard at this, because if we were targeting sellers who weren’t already in the market, we couldn’t just rely on existing places you would otherwise advertise to hit commercial property owners. We’d also have to have someone on the phone, doing the marketing follow up – and probably someone answering inquiries and doing customer service. We could probably get away with a small staff of 2 or 3, and the marketing budget would likely be several thousands of dollars on top of the staffing costs.Can you see where I’m going with this?
When you looked at it from his perspective, it made sense – it would hopefully create the result we were looking for. However, when I outlined what was actually involved, what became obvious is that we would be committing to starting a completely new and different business .. and not one that we had any expertise in – we’re not a real estate property database company. Plus, we would have to invest all the money and resources up-front, essentially following the dangerous business strategy of “build it .. and they will come.” It shocks me how often entrepreneurs get sidetracked with these kinds of ideas that, on the surface, appear to make sense .. but when thought through, are just exercises at adding complexity (and risk) to their business instead of removing it. And I know this from experience, because I’ve done this many times in the past. It’s what I call “Shiny Object Syndrome” – and a disease that has the potential to infect every entrepreneur, including you! You have to remain clear on what your business is about, and ensure that you’re always looking for the elegant and simple solution, rather than getting pulled into a complicated one. We are constantly facing this challenge in our own businesses – balancing the goal of keeping things simple and elegant, while keeping our eyes open to the shifting market, and looking for potential opportunities. It’s no coincidence that we named our company SimpleWealth — it’s because I wanted to have a constant reminder about the goal of keeping our business simple, while also inspiring others to see that it is possible to create wealth and an engaging life while keeping things simple. As an entrepreneur, I have to consciously fight against my desire and temptation to constantly see new opportunities and go after them. I have to look at the big picture, and see if the “new idea” actually has a strategic benefit, or if I’m just getting distracted off the path (which is usually the case). I’ve gotten a LOT better at this, but like an addiction, you’re never fully “cured” .. so you have to watch yourself (and it helps to have someone else who helps watch you and call you out when you’re slipping!) The more complicated your business becomes, the more risk that you become exposed to .. so the goal should always be to simplify what you’re doing. Here’s one last great thought on simplicity, from Scottish writer Richard Holloway:Are you complicating your business? Have you paid the price for complexity? What is ONE decision you’re facing right now that, put under this new light, allows you to see that decision in a different way? Post a comment below and let me know whether you’ve got simplicity figured out in your business.]]>“Simplicity, clarity, singleness: these are the attributes that give our lives power and vividness and joy.”
60 Responses
Hi Greg,
I’ve heard it before, “keep things simple”, yet, I have definitely been guilty of it and struggle with this from time to time, It does cost!
Thanks for sharing that. It is very helpful to know that someone as capable as you also has to deal or has dealt with such issues.
Many thanks.
Louis
Hi Greg:
Your story shows that you have reached the other side of simplicity. It is always a challenge to bring things down to their most essential.Simplicity is what we all seek. Thank you.
You wrote this article with me in mind didn’t you? Go on, I know you did. Who told you what I was like? C’mon own up who was it? Absolutely spot on my friend. Regards, Stu
Thank you for the reminder, Greg!
I have been struggling with the idea of adding a new real estate investment model through a private placement syndication that would deliver over 20% rate of return but require 18-24 months of turnover time with a lot of administrative overhead.
Current model delivers 8% return, only requires 6 months, and has little to no administrative involvement.
Thanks for the insight Greg, I guess the question left to answer is, do I want to market real estate investment opportunities (simplicity) or do I want to become a property management company (complexity)?
I bet ure damn right especially for urs in the 3rd world! We tend to see every new biz overture as an opportunity to ‘hit’ it, moreso, with a seasonal low time of our main biz..alas, we are worse set off..
For information, add something everyday.
For wisdom, take something away.
An old Zen piece of wisdom.
This is great! Thank you for sharing…I am a long way behind…
Hi Gregg,
I wish I could convince my partners of this concept. Every time we make progress in an area they get bored or something and want to totally shift to a new direction.
Hello Greg,
Thanks for sharing that powerful learning experience. It was good nudge to keep me from overwhelming one client with ‘Everything’ they could do.
In my role as an advertising media planner and buyer, it’s incumbent on me to bring creative solutions to my clients. Show them how their money goes further. Works harder. Delivers more. It’s too easy to get swept up in the allure of being everywhere for the sake of it.
Granted there are campaigns where an integrated, multi-media campaign of radio and on-line, and social media, along with Outdoor ads and magazines and newspapers and television are exactly what the client needs and can afford.
But genuinely, after nearly 30 years in this craft, I’ve learned most campaigns work well with 2-3-maybe 4 media (radio and magazine and TV and On-Line for example) and it’s much more powerful if I don’t overcomplicate it. Sometimes a limited budget forces us to be in one media only- and they resonate best because they are incredibly focused.
That’s not to suggest we dismiss other contenders, as they ultimately have their places in my marketing efforts. But not every campaign has to be everywhere. Keep it simple. Use your media to best effect to showcase the creative to sell the product or service. Wasn’t it Mr. Thoreau and Walden’s Pond who admonished all readers to ‘Simplify’?
Thanks Greg. Be well.
Dennis W. Kelly
[email protected]
I love the concept of KISS (keep is simple stupid). I have tried to use this concept throughout my life. It is more of a difficult task when applying this to my business. I want the business to grow and must be open to new creative ideas, but most importantly have to be watchful that the idea is not so complex and costly that it would hurt the business.
Joan
Try: Keep It Simple Sweetheart! or Keep It Simply Simple!
Hi Greg,
This topic seems highly relevant in looking at what systems are actually required to conduct business through the Internet. With daily emails coming in promoting the latest, greatest, new improved must have new marketing tool, this message reminds me to stay focused on the next best step to move my campaign forward quickly to grow my business.
To answer your question, the price I pay as an Entrepreneur when I lose this simplicity focus is time spent unproductively, consequently spending money with no ROI, which generates frustration, anxiety and anger.
Thanks for the topic discussion!
Sincerely,
Camille
Thank you Camille…very well stated. I just did that–I bought a software marketing system to simplify & accelerate my online & social media, but as I get into it, I find it frustrating, creating anxiety, and even making me a little angry.
It isn’t that it is a bad idea–the vision is perfect and my clients want it. However, the timing is off. It isn’t the next-best-step for my business & the product has a too much “vapor-ware.”
This is such a great post. I have a history of doing this.. “Shiny Object Syndrome”… Yesterday my wife just called me on a potential “Shiny Object”. In my experience it takes even more time to clean up all these failed projects added to the time it took away from my main focus. HUGE time waster and no-doubt the reason many Entrepreneurs never reach the top of the success mountain they are looking for.
Currently developing an allergy for shiny objects.
Thanks for keeping it simple Greg, another great post.
Sam
Einstein is quoted as having said:
“Things should be as simple as possible but not simpler”!
Thanks for your article!.
Thanks Greg! I’ve always said that business should be Simple. If you can’t explain your business in 30 seconds or less so that a 10 year old can understand what you do, it’s probably too complicated. This ShinyObject message builds on that idea to look at your business within the business and keep the focus. Another message I’ve heard
…is that the most successful people learn to be the best at doing the little, simple things over and over and over again…
Thanks again Greg…you Rock!
Hello Greg,
I hear you loud and clear.
I have been struggling for over a month getting a 30-minute video into the website so I can finally launch it to the public. Many have been waiting and there is even a mini documentary on youtube with hundreds of views. I suspect there would be more if my words reflected the truth.
I’ve trusted one VA after another to edit and upload it with almost depression results. Now rather than trusting all these experts I cried out on Linked in and found amazing resources for FREE!
So now I am waiting for the power point to be converted into video. This is why I am taking time to respond to your thought provoking piece.
I’ve been going nuts with this project, so yesterday I volunteered an extra day in my daughter’s class to get into a more nurturing environment. The teacher was thrilled as was my daughter, and now I’m back with a vengeance. So yes! I get you my friend! I really do!!!!!!!!
P.S. The moral of my story is to put my eggs in as many baskets as possible virtual and not, and then shower the contents in prayer.
Thanks for the reminder. My greeting cards have been defined as “simple and elegant”. A term I love as I used that same phrase when planning my wedding 3 years ago. I sit here wondering how I can grow to the level I want to be at and think about how to get my artwork licensed on multiple products with multiple manufacturers. Reading your blog today made me remember that I should stay focused on creating and growing my line of “simple and elegant” greeting cards…the rest will follow as I stay focused and put one foot in front of the other.
Hi Greg,
Talk about timing, it really is true, when the student is ready the teacher will appear.
This is excellent and so relevant for me at this time.
Thank you for the reality and clarity!!
Kate
Hello Greg,
I appreciate this article and all the other insightful articles and information on this site.
I’m a new affiliate marketer wannabe and can certainly attest to what you say in this article; but from a different vantage point. As someone with no prior knowledge and eager to learn as much as I could, I found myself on many mailing lists. It got to the point that I spent most of my time reading, watching and listening to the sales pitches for the latest and greatest “shiny object”. I also wound up in analysis paralysis and accomplished nothing outside of getting overwhelmed. It seemed that every day there were more tools to begin, get rich quick, automate, etc. what I was trying to do. I would then research the ones that at least sounded legitimate only to find that even the review sites were part of a scam in most cases.
Finally, through a webinar of yours’, I was taught to prioritize, focus, and ignore all the noise. I’ve since un-subscribed from most of the mailing lists that I was on and focus on a roadmap of tried and true honest direction for my work. Your list is one of the very few that I actually learn from instead of wasting time looking for the next “pie in the sky” program.
I hope to be in a position to be able to afford one of your programs as I know that I would benefit from it. Thank you for your giving to neophytes like myself.
Larry Andron
Hi, Greg,
Very wise words. In all my life, that has been an ongoing challenge, and I constantly work at simplifying, focusing, clarifying…. and now in working towards establishing a business, I find that the most productive steps are the simple ones…… step one, step two….. otherwise I end up being a completely frazzled nitwit.
Thank you for the reminder.
I’m very good at becoming distracted having a good goal in mind since with the desire to improve my life…but complicating my business doing so. Means not going anywhere except with more things to do with less money and time to do, not only the essential, but to stay on the main stream. Reading this article brought me to see that I would rather be better off to sell my last idea than to develop it. And to invest in the direction where I have engaged myself with all my heart in the last 2 years. Going at the heart of my passion, to say to help people to become co-creator of a peaceful world actualizing their full potential and life purpose through energy management. I’m ready to invest to become a master at this art. Thanks Greg! … I’ll be back in a year to let you know of this progress since made a commitment on the spot…to become as twice as good in my practice. Thanks again! … from Costa Rica.
hi Greg;
I know that i am guilty of all u said, & i will try my best to stay on tract
The temptation sometimes is to try to be all things to all people. Someone told me yesterday that the book I am writing is controversial. I remembered what you said in the Authority Program about intentionally repelling some people or you won’t be appealing to anyone. Because of your wise words, I was not offended by the comment and instead said “Thank you.”
Greg,
Great reminder. I’m famous for over-complicating things (likely comes as no surprise to you, and bet you even recall having seen it when we had our mastermind group years ago lol!).
I too have gotten substantially better, but still plenty of room for improvement. And in fact, there’s a project right now that is succumbing to this.
Thanks for today’s gentle nudge to keep me moving in that direction. 😉
Best
Troy
Hi Greg!
Boy did I resonate with this one! In fact, you could have written this article about me. lol This post has helped me re-commit to focusing on what I do best, and not adding more and more. It will also help keep me from feeling overwhelmed and over-worked.
Thanks Greg!
Michelle
Can’t thank you enough for this invaluable info, and for reminding us that you are just like the majority of us…with being a trusted authority in your field of entrepreneurship, you seem far above me and with this issue of the addiction of the shiny object syndrome, you feel more real and down to my level. You become authentic because you have made mistakes that you learned from. Thanks for sharing this, for being real, and for caring about the success of others.
How invaluable this information is!!! Thanks for sharing it, and it paints you with a very authentic brush…you show us how you were at my level and what you learned from it…I am in a similar situation, and have become stuck, because my passion for each facet of my business is equally strong,but it does make it complicated, so now I am in the process of simplifying, and that isn’t easy for me.Thank you for caring for the success of others and helping us with this wonderful insight…
i have a very deep, very information complicated website. i have for sometime felt that i had to simplify it but if i do so i will feel that i am not being true to myself. it is aimed at a very specific audience with the hope that as i get known it will drag more people in. i am libra and i love shiny objects but i always balance it with my concern with other’s right to correct information so that they can at all times make a clear informed decission. maybe if you have time Greg you could take a look at it please. my market is not like yours empowering people to do it for themselves but mine is providing a service to give a person who has not the time or inclination to do it for themselves, the things they most want and hope for. i hope that philosophy does not offend you. regards, dalbidh
Complexity within the simple business you originally started with. A cloaked villain. Wow. Love it. Thank you. I can see a few examples from my past where I was nobly “building my business”. Thinking I was doing good and well to serve my efforts and all it was was a distraction and adding complexity. Thank you for the insight.
This post hits the nail on the head. I could not see what I am in the midst of doing, and it is causing me such headaches, that I don’t even want to keep running my business… i have over complicating soo many details.
Phew.
I feel much clearer, and am going to really simplify things in a big big way.
Thanks Greg!
Hi Greg, Thank you for the “Shiny Object Syndrome”. I must be a funny guy, because my technical mind does not feel comfortable with complicated solutions – in fact I just do not function properly unless my business has clearly defined simple structures. On the other hand I am very aware of my delusional subconscious mind. It is good to keep watching.
Great thoughts!
Reminds me of some of the best advice I’ve ever received-
“When we put first things first, 2nd and 3rd things seem to fall into place. But when we put 2nd or 3rd things first, we lose everything.”
Make it a great day!
‘Doc Seth’
~husband, dad, full-time ‘Elevator’~
For me that “shiny objects” are various ideas “how to succeed”. I spent a lot of time to prepare concepts, models, prototypes for those ideas. And then after some time I drop them because of various reasons.
My question is: maybe it’s not about idea? What a big deal to offer to people service A or service B or product C or product D? Maybe it does not matter A, B, C ,D? It’s all decorations? But content and core issue is the same? I can change the product/service but not the core issue.
I believe it is possible to succeed on any business. On any product. Any service. But it is required to deal with one core issue.
“Successful people are doing common things uncommonly good.” – seems thats my core issue.
Greg,
Some sound advice.
I have been in commercial real estate for years and I can relate with what you say. Thanks for helping us simplify.
Nick
Hi Greg,
Great insights! I’m definitely sharing this one.
I recently realized that I had complicated my business by trying to do it all. I offered a long list of health-oriented services and products that were all related, yet diverse enough that I had lost my ability to promote my work. I continually struggled to find the right title to call myself, and my potential referral sources didn’t know how to describe what I did. They usually ended up referring to me as a massage therapist – the thing I am trying to move AWAY from!
Since this realization I have shortened the list, eliminating everything I’m not passionate about and pulling the spotlight off the things that I tend to sell as add-ons anyway. This simplicity and clarity have already made a big difference.
Greg,
Thanks for another great article…one of the best cures for me has been to “opt-out” frequently and devote time daily to the programs that I have invested in.
I always appreciate your articles, they always come at the right time !
Thanks again
It’s even harder on the internet with so many options that cost little money to implement but waste alot of time.
Right on time.
I am an aspiring entrepreneur with the goal of metamorphosing into an inspiring entrepreneur. Meanwhile, I sit in front of my computer daily perspiring with anxiety at the thought of mastering all that the experts and gurus say I need to do to become a success, with the prospect of a 90% failure rate.
The Shiny Object Syndrome is a good metaphor to describe what is happening to us. We are bedazzled by these objects and hypnotized into paralysis.
Thank you for hitting me over the head with your article and waking me up.
Greg,
Thank you for the reminder! I was moving forward quickly with my business when my to-do list was a simple, short list that I updated each week.
As more ideas have flown into my head, this list has turned into a spreadsheet with 12 tabs to help me stay organized. While my ideas are organized, my head is spinning as I wonder which direction I should go next. And my forward progress with my business has slowed dramatically.
Thanks for reminding me to stay focused on the basics, stay true to my original vision and values instead of trying to be the “next best thing.” Classic value is timeless, just like your business advice.
Thanks!
Paige
Thanks Greg! I have just unsubscribed from all the “Shiny” offers that I am inundated with every day. Beginning to wonder if this does not burn out the possible client! I believe in simple and I do not want to create a monster by being the “Shiny Object”!
The articles is thought provoking and practical.
It helps us to concentrate 90% on the focus and 10% on related work.
Thank You
Dr M Raken
Malaysia
Well said! Point taken! Thank you!
Greg;
You just opened my eyes right now. I have been doing that lately, my hand-made dolls business is still very young (1 year and 6 months), and I am starting mixing other things, like polymer clay artifacts, cards, mixed media, and so on, that look very good, attractive ideas that can complement the dolls -that was what I said to myself in the begging, now I don’t see the way to do all that I started-, and I am losing the focus of my real priority, even feeling kind of lost and depressed lately. After reading your posting I felt like the loop got undone…
I’m also guilty of the shiny object syndrome. Thanks for the reality check!
I think your point is excellent. When I think of the shiny object syndrome, I think about the thousands of offers I get on the internet of ways to make money until in the end they all sound alike while trying to be better than the rest, so now I’m about deleting 90% to stop being tempted. For me, keeping it simple probably means stick to my main business and make it work instead of yielding to temptation after temptation of new shiny objects to make more money. Stick to one thing at a time is my main lesson here.
Thanks,
Lani
How true this is. I suffer from the shiny object syndrome and now that I am aware of it, I work hard at not getting dragged down by it.
But as you say it is like an addiction and it requires the assistance of others to overcome the same situation re-occurring time after time.
great article.
I’ve been a therapist for years, and have created countless audio programs (very few have sold due to ‘no marketing plan’) and have done workshops, seminars, etc… I have recently started writing the book that has been stirring inside for a long time, and now I am hit with all the publicity and marketing that must be done prior to getting the book to any shelf anywhere… I have to constantly remind myself of my goal…which lately keeps getting lost in the “shiny (almost mandatory) object syndrome” I keep wondering why, if I have only one head, I am forever wearing countless hats…
Greetings Greg,
as a passion and purpose driven entrepreneur, I adhere to a daily regimen of constantly evaluating if what I’m doing is:
a. productive
b. fun
c. profitable
in varying orders depending on my mood.
By constant, relentless evaluation (and shedding a lot of past overwhelm) I actually invented a new way of working that is all three, all the time…
It takes stepping back from ‘tactics’ and details, and religiously making sure that our highest self really likes the action we’re taking and the results we’re getting. Is that simple enough? 🙂
PS, I simply loved featuring your work in our latest magazine and sharing it with our subscribers, for everyones simple enrichment.
Graciously,
Dream Warrior Jenni P
Good advice Greg, thanks for the post
You just paused me from complicating my business.Thank you for this article, Greg.
Greg,
This is the very reason I’ve been struggling with finding my ‘niche’ for so many years. Each time I think I’ve found it, something else looks better. I never thought of it as an addiction – thanks, this article was helpful!
How right you are. For 30 years, I specialized in ONE business..event planning (specializing in managing the logistics of meetings and incentive travel programs for corporations). I was very succcessful and, for 20 of those 30 years, I owned my company. Though my company is still in existence, business slowed after 9/11 and, in 2004, I started to look at other streams of income. Though I have been exposed to many trainings, like yours, Eben Pagan, etc., I am still stuck and not earning additional streams of income. My original plan was the most productive. However, getting back into it has presented road blocks.
Thanks for the great article. To me this Shiny Object Syndrome not only applies to business but also to life in general.
Keep the priorities and goals in your life simple and all the rest will fall into place.
When chasing multiple goals and trying to accomplish everything, you get nothing done and you may even lose out on the most important priorities in your life.
thank you Greg for the very important info and I also try to keep my business simple and it is didfficult as there are so many avenue I could explore in the realm of fashion ,to start withwoman and keep it that way before the temptation of men.s wear ,children. s wear and then accessories etc…so thanks again for reminding me !keep it simple !!!
Nice article.
When is it OK to start a business that has complexity to it. For example you would have to create a complex website, market the website… but to the user of the site it would solve many issues they were having and make life allot easier. What do you say?
Hi Greg, I love your message, your family and every thing. I am sure your wife is counting her blessings everyday what a wonderful husband she got. I am sure the little boy today, will take after his dad some day. The most i like about you, you really want to share your knowledge sincerely and you don’t solicit for business after the end of the message like most so called GURU. I am sure when i get where i want to be, you are the 1st person I remember to do business with.
The other thing you may need to help new entrepreneurs may be by teaching them how to price and how to name their business. That would be a good idea. Other than that, God bless you and your wonderful family. Sincerely b.