The “Shiny New Toy Syndrome”

We are constantly bombarded with new solutions claiming to help businesses solve problems or work more efficiently. Over the past few years, I’ve seen a trend form where businesses jump on new marketing solutions in the hope they will yield great benefits. I like to call this the “Shiny New Toy Syndrome”.

One of the most prevalent examples of the this occurs with social media. It happens when a business finds a new method of connecting with their customers and want in on the action. This is further amplified when they see other companies leveraging the solution with great success. To the business owner, this is all the evidence they need to warrant implementation.

All too often however, the new solution is found to be neither applicable nor viable. This is not because the solution is ineffective, but rather that its placement within the existing model was never properly analyzed. While this step seems fundamental, it is frequently undermined by the excitement associated with implementing the new solution.

The takeaway here is not to dive head first into something simply because it’s the next big thing. Take the time to carefully evaluate your current model to see if there is a place for it. Consider your industry, end users and the amount of resources required for effective execution. If after your evaluation you find that the solution has no home, leave it alone and move on.

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