The power of focus – One brand, one audience.

Shiny object syndrome is going wide on multiple projects instead of going deep on a single business idea.

It’s easy to proclaim the virtues of focus, but focusing on one thing is quite challenging, particularly when you have multiple ideas and projects that are working to some degree.

In reality, these "good ideas" are the sacrifice you need to make. To actually say no to a business idea that is a good idea (and probably highly profitable) in order to focus in on a single business idea and bring it to scale.

Focusing on too many things at once is something I’ve struggled with, so I’m going to explain how I handle it in my own business so I can focus on making the main thing the main thing that pays the bills and allows me to pursue my lifestyle of freedom and choice.

First, it’s easier to scale than start from scratch

Starting is easy; that’s the trick of shiny object syndrome plays to lure you in. Starting something is simple and you feel like you're making progress because of that dopamine hit, but getting that thing you're working on to a breakthrough point is hard.

Once past the breakthrough point, scaling to new levels is much easier the stopping and starting over with something new. This is why you need to focus on one thing, bring it to its breakthrough point, and eventually scale it.

The end benefit will be that you build an online business and a sustainable online income that you can rely on.

What is easier to do? One thing or three things?

One thing - duh.

I’ve found that managing multiple brands simultaneously makes the idea of multitasking a colossal mistake. Single-tasking is where it is at; even better? Focusing on one thing long term.

You are better off focusing on one business idea and going all in. Your time is a resource; you can allocate only so much of it to what needs to be done. If you spread yourself too thin, you’ll never scale that winning idea to the level it could be.

Instead of having four websites, each with 100 blog posts, it's much better to have one website with 400 blog posts because you'll have a much better change of having topical authority which results in more traffic. It's also not just 4x increase in traffic too, it's usually 10x or more.

This is why you don't see a food vlogger creating and promoting a personal finance website. For the food vlogger, it makes more sense to scale. Start a new food review channel for a specific country, or build out a website on food.

Going all in does not mean limiting your awareness channels to just one thing, it just means doing more of what works through scaling your content across the channels where you can get in front of your audience.

How to prevent shiny object syndrome in an age of distraction

If you’re overwhelming yourself with too many things to do, with that little voice in your head saying, “Stop, focus on the main thing,” here is what I’ve found to be incredibly helpful with keeping yourself on track when pursuing a business idea.