Hey BFD: Your Focus Might Be F*cked
The Business Bedazzlement Trap: Shiny Object Syndrome for Female Founders and How to Focus on What Works
Hey there, Erin here! This week’s blog is all about bedazzling your business and why that glittery distraction is actually tanking your growth. But first… if I buy one more $47/month platform because some bro-marketer swears it’ll 10x my ROI or “revolutionize” my systems… please, someone take my Amex away. (Kidding. Mostly.)
The Business Bedazzling Trap is something many of us are guilty of…
You know the drill.
I need to do a whole website update.
We need all new company headshots.
If we just add a yoga with weights class.
Let’s just start a podcast.
We need different swag.
We should just do a new logo and rebrand
We need more than just pants, we need matching sets
I think we should do a minimum of 25 different products…
BABES. NO. TO. ALL. OF. THE. ABOVE.
You, me, and most of us have Shiny Object Syndrome, and none of these are going to fix your business model, client pipeline, or your revenue problem if you have one. All it’s doing is shifting you from your focus, your time, and your budget.
When we first opened the yoga studio, the other founder and I looked at commercial coffee makers for weeks…WEEKS. Why? Great f*cking question, as I ask myself that now! We thought, OMG what if we served coffee after our sold-out morning classes? What a great thought…never happened, but what a pretty little shiny object that coffee maker was.
We didn’t have any new client sales funnels, we didn’t have any automated win-back campaigns, we didn't have any presold memberships, and we didn’t have an actual marketing strategy. Luckily, we opted for a basic coffee maker that was used probably a handful of times.
Here’s some math I learned: Lattes < Yoga.
Spoiler Alert: Pretty Doesn’t Pay the Bills
I still get caught up in business bedazzlement. I started writing the blog for this week, and took my 10-minute creative brain break to read through some substacks. I came across one of my fave authors and podcasters, Guy Raz, and his newsletter: Ignore The Shiny Object. Then, I realized I wanted the blog I was writing to be next week’s because this idea was genius. (Face Palm) The thing I was writing about happened IN THE MOMENT. This business bedazzlement or shiny object syndrome shows up in big and small ways.
It’s so much easier to look at another business or see another idea and think, “Oh they just need {insert whatever very simple basic thing}” and it will make ALL the difference. Remember a few weeks ago when I talked about the team I was mentoring and what they really needed were roles and responsibilities?!?! They struggled so much with this, too.
It was CRUNCH TIME, and they had some big vendors back out. I remember watching everyone in an absolute f*cking panic just days before their big event. One thing that cracked me up was that they started four different lists on the board and one list had nothing written underneath it. It was like that business bedazzlement idea of: if I make a new list, something will happen, right?!?!?! Kinda like the idea that every time we buy a new notebook or journal to get our lives together.
Finally, I looked at them and said, “You’re looking for a Hail Mary that doesn’t exist. You need to focus on the basics. What should you ACTUALLY be working on right now? We don’t have time for this.”
Founders, This Is Your Sign to Focus on What’s Working
We don’t need hacks, Hail Marys, or another rebrand. Too many female founders are burnt out because they’re chasing shiny strategies and not sticking with their strengths. It’s about showing up in your business and life with clarity, consistency, and courage…NOT chaos.
No more shiny objects. The Hail Mary you need is getting back to the basics. It’s about revisiting your original offer, audience, and purpose. Do this before you spend all that money on Instagram reels.
A Real Life Case Study in Consistency: Sweet Loren’s – Loren Castle
Let’s talk brand building and cookie dough.
Recently, my SIL shared that Loren was on Entreprenista’s podcast to talk about her business. Listen here.
Not only is this my FAVE cookie dough, it’s the only one I can actually eat. But seriously, though, dough is her product: Refrigerated, allergy-friendly cookie dough made with clean ingredients.
She spent two years crafting the recipe and slowly built her brand over time.
Loren could’ve expanded fast into cakes, bars, snacks, or gluten-free everything. Investors might’ve even whispered: “Why stop at cookies?” But instead of bloating the product line, she doubled down on the dough.
Sweet Loren’s didn’t try to be the Whole Foods snack aisle. They focused on being the go-to for safe, delicious cookie dough. And that’s why they’re now a multi-million-dollar brand with products in 15,000+ stores.
Loren is right, I never shop in the cookie dough aisle, but now I do! Because, as Guy Raz says, “Breakthroughs often come from boring, disciplined focus.”
Sweet Loren is projected to generate $120 million in sales during 2025. (CNBC)
Reality Inventory: Set your Focus
Before you launch the next big thing… take inventory of what’s already working Ask yourself, “What do your clients REALLY come to you for?”
Step One:
Notice 3 things clients, customers, or community members consistently ask you for help with?
What do they all have in common?
Step Two:
Reflect on your past 30 Days. What were your biggest wins?
What do they have in common?
Step Three:
Ask yourself, “What do I REALLY want to do more of in my business?”
Does what you want to focus on share a common theme with the first two steps?
Step Four:
Ask yourself, “What changes am I going to make based on what’s already working?”
Final Thoughts
Stick with what’s working, don’t let short-term trends and business bedazzlement take you away from your actual talent. Business growth comes from alignment, not shiny objects.
So, before your next big idea for your business strikes, get back to the basics. Revisit your product, offer, and your unique purpose. The next big idea actually starts there.
Remember: It’s about showing up in your business and life with clarity, consistency, and courage…NOT chaos.
Because you are courageous, capable, and strong, and your foundation reflects just that!
Hit reply and tell me all about that last shiny object you chased… I promise, ZERO judgment.
P.S. Got a biz bestie who’s constantly Googling “top entrepreneur trends 2025”?
Forward this to her before she signs up for another 8-week funnel course she won’t finish.