Have you ever had a to-do list that only seems to grow, even as you’re crossing things off? It feels like swimming against the current—no matter how hard you work, you can’t quite break free.
Entrepreneurs often face challenges that can leave them feeling overwhelmed.
That’s exactly how my life has felt lately, both at home and in our business.
Nic and I had been planning a renovation on our house for seven years. We sketched ideas, saved money, talked to contractors, and did smaller projects here and there until we finally tackled the big one this spring: tearing off part of our roof to expand our second floor.
No matter how prepared we thought we were, we still couldn’t anticipate every decision. Over the last few months, I’ve made so many choices—from rooflines to trim details—that I now notice every construction detail in other people’s homes. After a while, decision fatigue set in. I found myself thinking, “I don’t care anymore—just get it done.”
Then one day, the roof was finished, the siding was up, and from the outside our house looked complete. I told myself I’d feel a sense of accomplishment at that stage. But weeks later, not much had changed inside. Progress slowed. The excitement faded. And frustration crept in.
Sometimes it takes an Ah Ha Moment for Entrepreneurs
That frustration spilled into our business too. I have a long list of ideas to improve how we generate leads, nurture them, and deliver more than our clients expect. But just like with the house, it always feels like we’re stuck in a half-finished state.
One morning over coffee I told Nic, “I don’t want to live in a half-finished house and run a half-finished business. Why can’t we ever get to the finish line?”
Nic, ever the problem-solver, went to his BFF ChatGPT, and what we learned hit uncomfortably close to home: we’re dealing with Shiny Object Syndrome.
The Entrepreneur’s Challenge: Shiny Object Syndrome
Entrepreneurs thrive on momentum, new ideas, and moving fast. The first 80–90% of progress is exciting—it’s fresh, dynamic, and energizing. But the last 10–20%? That’s slow, unglamorous, and easy to ignore.
The downside of giving in to this tendency is costly:
- Products don’t get fully refined.
- Systems never get put in place.
- Processes remain half-built.
- Revenue stays unpredictable.
Sound familiar?
If you’re like us, you’ve probably felt the pain of inconsistent revenue—one month you’re thriving, the next you’re sweating bills. That rollercoaster is exhausting.
Finding Focus for Entrepreneurs
What shifted for us was realizing that finishing is where stability comes from. Getting projects to 100%—not just “good enough”—creates the foundation for consistent revenue and profitability.
I’ve started leaning on lessons from thinkers like Seth Godin (strategy over tactics), Marie Forleo (everything is figureoutable), and Mel Robbins (the 5-second rule for taking action). Their combined wisdom helped me think differently about structure, and are helping me put a real plan in place that I can implement and follow, all the way through.
Here’s what my current solution looks like: a calendar built on time blocking.
- Client Work: Revenue-driving projects.
- Business Work: Streamlining operations and building systems.
- House Work: Completing home projects instead of living in limbo.
- Reset Time: Enjoyment without distraction: “me time” and family time.
Crossing the big tasks off the list and knowing things are truly finished is my self-care right now. It clears the mental clutter and creates the space to add new things later.
What’s Next?
As entrepreneurs, it’s easy to start strong and lose steam before the finish line. But the entrepreneurs who win long-term aren’t just the ones with the best ideas—they’re the ones who complete what they start.
I need to stop settling for half-finished projects and half-finished business. It’s time to start finishing, and the consistency I crave will follow. Are you up for it to? What are you doing to not get caught up in Shiny Object Syndrome?
Frequently Asked Questions: Why Entrepreneurs Struggle to Finish Projects
Why do entrepreneurs struggle to finish projects they start?
Entrepreneurs often struggle to finish projects because they thrive on the excitement and momentum of new ideas, making the first 80-90% of progress energizing and fast-paced. However, the last 10-20% of any project tends to be slow, unglamorous, and detail-oriented work that lacks the initial thrill. This tendency, known as Shiny Object Syndrome, causes entrepreneurs to jump to new exciting projects before completing current ones. The cost of this pattern is significant: products don’t get fully refined, systems never get implemented, processes remain half-built, and revenue stays unpredictable. The entrepreneurs who succeed long-term aren’t necessarily those with the best ideas—they’re the ones who consistently complete what they start.
What is Shiny Object Syndrome and how does it affect entrepreneurs?
Shiny Object Syndrome is the tendency for entrepreneurs to chase new ideas and opportunities before finishing current projects. It occurs because entrepreneurs naturally gravitate toward momentum and innovation, finding the early stages of projects exciting and dynamic. When projects enter the final stages requiring detailed, unglamorous work to reach 100% completion, many entrepreneurs lose interest and move on to something new. This creates a pattern of half-finished projects, incomplete systems, and inconsistent business results. The syndrome is particularly costly because finishing projects is where stability comes from—getting work to 100% completion, not just u0022good enough,u0022 creates the foundation for consistent revenue and profitability that most entrepreneurs desperately need.
How can entrepreneurs overcome the struggle to finish projects?
Entrepreneurs can overcome finishing struggles by implementing structured time blocking that allocates dedicated focus to different priorities. Create a calendar with specific blocks for client work (revenue-driving projects), business work (streamlining operations and building systems), project completion work (finishing what you’ve started), and reset time (personal and family time without distraction). The key is recognizing that finishing is where stability comes from—completed projects create consistent revenue and profitability. Additionally, adopting mindset shifts from business thought leaders can help: focus on strategy over constantly chasing tactics (Seth Godin), remember that everything is figureoutable when you commit to solutions (Marie Forleo), and use techniques like the 5-second rule to take immediate action on completion tasks before talking yourself out of them (Mel Robbins).
What are the consequences of leaving business projects half-finished?
Half-finished business projects create costly consequences that compound over time. When products aren’t fully refined, systems never get implemented, and processes remain incomplete, the most damaging result is inconsistent revenue—the rollercoaster of thriving one month and struggling the next that exhausts entrepreneurs. Beyond financial instability, incomplete projects create mental clutter that prevents you from thinking clearly or adding new initiatives effectively. Half-finished work also means you’re not delivering the full value you could to clients, limiting your competitive advantage. Additionally, living and working in a constant state of u0022almost doneu0022 creates ongoing frustration and decision fatigue that drains your energy and enthusiasm for both business and personal life. Completion, not perfection, is what creates the foundation for sustainable growth.
Does finishing projects really lead to consistent revenue for entrepreneurs?
Finishing projects creates consistent revenue because completion is where systems, processes, and refined offerings deliver their full value. When entrepreneurs stop at 80-90% completion, they miss the crucial final elements that make projects truly effective: the polished details that convert prospects to customers, the automated systems that generate leads predictably, the refined processes that deliver consistent client experiences, and the completed products that command premium pricing. Half-finished work produces half-results and unpredictable income. However, when you push projects to 100% completion, you build a stable foundation that generates revenue month after month without constant reinvention. Crossing tasks off as truly finished also clears mental clutter, creating space to focus on new revenue opportunities from a position of strength rather than constantly reacting to incomplete work.
