Shiny Object Syndrome (And what it is costing you) Artwork

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Shiny Object Syndrome (And what it is costing you)

March 10, 2026 • Bill Soroka

0:00 | 15:57

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If you’re ambitious…

If you see opportunity everywhere…

If your brain lights up with new ideas, programs, certifications, and partnerships…

But at the end of the month you’re wondering why revenue didn’t move the way you expected…

This episode is for you.

Today we’re talking about something most notary entrepreneurs are never taught — opportunity cost.

Opportunity cost is the hidden trade-off behind every decision you make in your business. Every time you say yes to something, you are automatically saying no to something else.

The problem? Most people never stop to ask what that “something else” might be.

In this solo episode, Bill shares a candid look at one of his own entrepreneurial weaknesses: chasing shiny objects. As someone who leads with Enneagram Type 7, the enthusiast, Bill openly talks about his tendency toward FOMO — fear of missing out — and how constantly saying yes to new opportunities nearly sabotaged his ability to build anything meaningful.

You’ll hear how that realization changed the way he approaches growth, focus, and decision-making today.

In this conversation, you’ll learn:

• What “shiny object syndrome” really is and why entrepreneurs struggle with it
• How opportunity cost quietly drains momentum from your business
• Why being busy often feels productive but doesn’t actually move revenue
• The psychological and neurological reasons your brain chases novelty instead of execution
• A simple framework for evaluating whether a training, call, or opportunity is worth your time
• How to ask the powerful question: “What am I avoiding right now?”

Bill also shares the guardrails he uses today to keep ambition from turning into distraction — including reflection periods, quarterly focus, and daily execution habits that keep the business moving forward.

If you’ve ever felt like you’re working hard but progress is slower than it should be, this episode will help you step back, refocus, and make better decisions about where your time and energy actually go.

Because the difference between a drifting business and a thriving one is rarely talent.

It’s focus.

And every “yes” carries a hidden cost.

Listen in and ask yourself the question most entrepreneurs never stop to consider:

What is this decision costing me?

Resources Mentioned

High Performance Notary Community
Join for free and connect with a community focused on execution, visibility, and building real notary businesses:
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About Bill Soroka

Bill Soroka is the founder of Notary Coach and the High Performance Notary community. He is an entrepreneur, trainer, and author dedicated to helping notaries build sustainable, profitable businesses through consistent action, strategic visibility, and relationship-based growth.