How To Avoid Shiny Object Syndrome in Ecommerce #601

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Every week there’s a new platform, a new tool, a new marketing tactic promising to unlock the next stage of scale. AI features, new social channels, advanced website widgets, automation tools. They all look compelling, and they all come with the same promise: growth. But chasing them all usually leads to the same outcome. You end up building ten things and mastering none of them. That’s shiny object syndrome.

In today's playbook, we're exploring how ecommerce operators avoid that trap. The lesson starts with Adam Jelic, Founder of MiGoals, who built one of Australia’s most recognisable goal-setting brands over the past 15 years. Adam’s philosophy is simple: the problem in ecommerce isn’t a lack of ideas, it’s deciding which ideas actually deserve your focus.

In this playbook:

• Why every founder needs a “filter” for new ideas
• When to kill a feature that looks innovative but delivers no value
• Why dominating one marketing channel beats spreading attention across many
• How to stop buying new software and start using the tools you already have
• Why shiny object syndrome is often a focus problem, not an innovation problem

Connect with Adam
Explore MiGoals
MiGoal’s main episode
Bluethumb's episode
Krumbled Group’s episode
Nespresso’s episode

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