Breaking Free from Shiny Object Syndrome: Trusting Yourself in Business

Merry Christmas to those celebrating. If you’re reading this on Christmas Eve or Christmas Day, I hope the season has brought you warmth, joy, and maybe a moment of magic. For me, Christmas is my favorite time of the year—it’s cozy socks, fireplaces, and family traditions, like our annual marathons of Harry Potter and Lord of the Rings. It’s also a time for reflection, and today, I want to talk about something that shows up for many heart-centered entrepreneurs: Shiny Object Syndrome.

If you’ve ever been tempted to buy a flashy course, snag yet another freebie, or convince yourself you need “just one more certification” to feel ready in your business—you’re not alone. I’ve been there, and so have my clients. Let’s explore why we fall into this trap and, more importantly, how to break free so you can build your business with trust, clarity, and heart.

What Is Shiny Object Syndrome?

Shiny Object Syndrome is what happens when we constantly chase the “next big thing” in hopes it will solve all our problems or unlock the success we’re striving for. It’s signing up for a program we don’t need, buying a $27 Canva template bundle to “perfect” our Instagram feed, or downloading freebies we’ll never open.

On the surface, these purchases seem harmless—maybe even strategic. But when you peel back the layers, they often come from a deeper place of insecurity. We’re seeking validation, clarity, or a sense of “enoughness” outside of ourselves.

Why We Fall Into the Trap

The root of Shiny Object Syndrome often lies in these subconscious beliefs:

• "I don’t know enough."
  This belief can push us to collect certifications or download resources we don’t actually need, hoping they’ll make us feel more credible.
• "I don’t look professional enough."
  Cue hours tweaking Canva templates or overhauling a website that doesn’t actually move the needle in your business.
• "I’m not good enough yet."
  This can lead to chasing strategies or methods that don’t feel aligned, simply because they worked for someone else.

It stings to admit these thoughts might be at play, but being honest with ourselves is the first step toward breaking the cycle.

The Deeper Truth: The Magic Comes From You

Here’s the truth I’ve had to remind myself of over and over again:
The magic in your business doesn’t come from outside of you. It comes from you.

No template, course, or formula can replace the impact of your authentic voice, creativity, and wisdom. While tools and resources can support your journey, they’re never the solution to feeling like “enough.”

How to Break Free from Shiny Object Syndrome

Let’s dive into some actionable steps to reclaim your power and focus in your business:

1. Pause Before You Buy

Before enrolling in a course or downloading a freebie, take a moment to ask yourself:

• What am I hoping this will solve for me?
• Is this genuinely aligned with where I am in my business right now?
• Am I seeking validation or clarity outside of myself?

Pausing creates space for reflection and ensures you’re making decisions from a grounded place.

2. Get Honest About Whose Strategy You’re Following

Are you chasing someone else’s formula for success because it worked for them? It’s natural to look to mentors and industry leaders for inspiration, but their path might not align with your values or goals.

Instead, experiment with strategies that feel authentic to you. If something doesn’t resonate, give yourself permission to pivot and create your own approach.

3. Check in With Your Desires

Shiny Object Syndrome often mirrors our deepest desires. For example:

• If you crave confidence in your skills, you might feel drawn to another certification.
• If you want to feel more secure in your business, you might invest in yet another system.

Instead of reaching outward, try these exercises to uncover your true desires:

• Journaling: Write about what you want in your business and why.
• Somatic Practices: Tune into how your desires feel in your body. Do they feel expansive and exciting? Or heavy and forced?
• Desire Dump: List every desire you have—big or small—without judgment. Then, reflect on which ones truly align with your values.

4. Own Your Uniqueness

Here’s the secret: You are the magic of your business. Your story, voice, and quirks are what make your work powerful. No checklist or bundle can replace the impact of showing up as your authentic self.

Trust yourself to attract the right clients. Think about how you’ve built meaningful relationships in your life—through authenticity, not formulas.

5. Focus on the Stage You’re In

It’s easy to get overwhelmed by all the resources available, but not everything is for you right now. Meet yourself where you are in your business. For example, if you’re just starting out, you don’t need to invest in a $10,000 rebrand.

In my membership, Tech Mastery for Coaches, I encourage clients to focus only on what serves them in their current stage. The rest can wait.

6. Build Self-Trust

If you take away one thing from this post, let it be this: Trust yourself.

• Trust your voice.
• Trust your intuition.
• Trust that you already have what it takes to create the business you desire.

Self-trust is the foundation of a sustainable, aligned business. Without it, you’ll constantly chase external validation, leading to burnout and misalignment.

A Personal Story: My Journey with Shiny Object Syndrome

I’ll be honest: I’m not immune to Shiny Object Syndrome. I’ve impulse-bought courses I never finished, spent hours perfecting Canva designs, and followed formulas that didn’t feel right for me. But every time I return to my own creativity and intuition, that’s when the magic happens. That’s when my business truly grows.

Your Invitation: Join the Playful Soul Retreat

If this resonates with you, I’d love to invite you to join the waitlist for my next round of Vibrant Visibility! This space is a beautiful spot to land if you’re wanting to connect to your business on a deep soul-level and infuse more of the authentic version of you in your marketing.

You don’t need another shiny object to succeed—you just need to trust yourself. Let’s explore that together.

Click here to join the waitlist!

Final Thoughts

Shiny Object Syndrome is a common experience, but it doesn’t have to control your business. By pausing, reflecting, and trusting yourself, you can break free from the cycle and create a business that feels truly aligned with your heart and soul.

If this post resonated with you, I’d love to hear from you! Screenshot it and tag me on Instagram @nursecoachshawne so I can cheer you on. And don’t forget to join my free Facebook group, where I’ll be hosting a workshop, The Art of Being Seen, in January.

Until next time, keep trusting yourself and showing up as the magic you already are. 💖