The Proverbial “Shiny New Thing” Syndrome

November 8, 2012

On Monday, I wrote about clearing the decks as a great start to 2013.

In response, Todd Bonner of MEP Engineering commented:

“Believe it or not, Larry, I have been thinking a great deal about this subject over the past couple of months. Bound up in this discussion is the proverbial “shiny new thing” syndrome that dissipates focus and leaves most initiatives incomplete. I deal with this on a daily basis on personal and business fronts. It seems that creativity and easy distraction do go hand in hand, unfortunately.”

Funny thing happened on the way to developing this post based on Todd’s comment.

When I reread my Monday post, I found myself somewhat puzzled by my own words: “…when one of my new initiatives crashed sooner than expected.” I was at a momentary loss trying to remember what initiative had crashed. This was surprising because I have been blessed with a very good memory.

It was only when I consciously worked through what I did on the weekend that I was able to remember what had crashed. Oh yeah…that idea. It was a spur-of-the-moment kind of thing based on an item that flashed past my eyes on the computer screen.

How important was the idea if I had forgotten about it three days after an incidental mention it? Obviously not a critical element of either my business or marketing planning.

This in turn raises the question of how relevant is the proverbial “shiny new thing” to your ultimate marketing or business success? Obviously some new things help us become healthier, wealthier and/or wiser. But my sense is that most new things are little more than energy-draining distractions.

Which leads to the second part of Todd’s comment:

“My takeaways from the article?

“(1) Follow your lead and focus in on two highest-yield social platforms for B2B while ignoring the 100 other possible platforms, and

“(2) put all remaining effort into developing consistent, authentic and valuable MEP Engineering related blog content to engage potential clients. If that’s all we “get done” in 2013, I believe we will be in good shape.”

Assuming by social platforms, Todd means social media applications such as LinkedIn and Facebook, I couldn’t agree more with his takeaway (1).

For all businesses, including service professionals, social media marketing supplements traditional marketing such as networking, referrals and keeping in touch. Messing around on more than two social media applications will drain a lot of time and energy with virtually no payback.

As for takeaway (2), Todd has nailed the keys to effective blogging: consistent, authentic and valuable.

Ensuring that our blogs meet these three criteria will help ensure that we will be in good shape for 2013.

Thanks Todd…good comment.

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