I love a shiny object. I’m constantly jumping on the next new thing.

It’s a disease, it’s addictive, and it’s largely unproductive.

Here’s one of many examples:

I built our firm website back in 1995. First, we put up articles. Then we figured out that we could add audio files and went for it. That led to video. Podcasting came, and we jumped on the bandwagon.

We built an audio studio in our office. Then we built a video studio. All of that involved spending many thousands of dollars on hardware and software. We bought cameras, amazing vocal processors, a sound booth, awesome lighting equipment, and on and on.

What works best for us on our website?

Is it the audio? Is it the video? Is it all the cool stuff we’ve been able to do with all that equipment?

Nope.

The thing that works best for us on our site is the articles. That’s where we started, and that, after 17 years, is still the most effective part of the site.

Did the shiny objects make a difference?

I don’t think so.

Of course, that hasn’t deterred me from chasing the next shiny object.

• Do we have apps that prospects can download? Of course (for iPhone and Android).

• Do we spend a fortune on cool pay-per-click software? Certainly.

• Do we buy the latest, greatest laptops from Apple? How could we not? We’ve got the disease.

Does any of that stuff make a difference?

Not really.

And shiny objects especially don’t make a difference when haven’t mastered the fundamentals.

• When someone comes to our website and can’t find the information he or she seeks, then we haven’t mastered the fundamentals.

• When someone comes to our office and sees files stacked on the floor, then we haven’t mastered the fundamentals.

• When someone calls us on the phone and doesn’t get a call back for 20 hours, then we haven’t mastered the fundamentals.

Shiny objects won’t help when we haven’t yet nailed down the basics: they serve merely to distract us from what’s important.

As hard as it is to ignore that shiny thing drawing us toward it (Facebook ads, the new iPhone, App.net, cloud-based everything, etc.), it’s essential that we learn how to do so. We can’t stay focused on the fundamentals when we’re endlessly scanning for the next new thing and trying it out.

I desperately don’t want to give up shiny objects. I really, really love them. But they’re counterproductive when it comes to building our business.

Back away from the shiny object. Let it go.

The first step is recognizing that you have a problem.