Jenna Rainey


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hey friend!

I’m Jenna Rainey. 

I'm an artist, self-taught designer, and multi-faceted creative entrepreneur who is hell-bent on teaching everyone how to find their inner creative voice.



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A highly creative nerd with a unique breed of humor and the proud earner of a self-bestowed award for being the world’s most curious and driven human.

Hey I'm Jenna!

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It’s like Netflix-binging Bob Ross videos, but with a dose of dry + quirky humor and fewer happy little tree references. 

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7 figure entrepreneur shares how to avoid shiny object syndrome while staring at bookshelf

How to Avoid Shiny Object Syndrome as a Creative Entrepreneur

How To


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Starting and growing a creative business is an exciting journey, filled with opportunities to innovate and expand. And while I believe that is a GOOD thing and I hope that your business does fill you up with endless possibilities, today I want to share all about how to avoid shiny object syndrome as a creative entrepreneur, because while it can make things look like possibilities, it ultimately ends up distracting you from your main goals. Don’t worry – I’m here to help you navigate the fine line between being open to new ideas and staying focused on what truly matters for your business growth. Are you ready?

Before we dive in – I also want to encourage you to bookmark my list of favorite business resources. These articles and tools have been carefully selected for their ability to SUPPORT creative business owners in their growth journey. Because while I do want you to stay focused on your goals, I also want you to have everything you need to make them a reality (and that often means that not EVERYTHING you want to do is a shiny object). So let’s talk about it!

First, What is Shiny Object Syndrome Really?

It might surprise you – but you aren’t the only one dealing with this! Shiny Object Syndrome is a common pitfall for entrepreneurs, particularly those with creative minds always buzzing with new ideas. Guilty. This syndrome manifests when you find yourself constantly distracted by new concepts, tools, or strategies, often at the expense of your current projects and goals. For a creative business owner, this can look like jumping from one business idea to another without fully developing or implementing any of them, or compulsively purchasing new tools and courses thinking each will be the magic bullet for success. 

And listen – in today’s world, it’s hard to avoid. Every time I open social media it feels like ten new business owners are promising me a bigger, better business and life if only I try THIS new thing. Especially when you are newer in business, it can be really tempting. And while innovation and adaptability are valuable traits (hello to everyone hopping on Instagram reels and broadcast channels with me), shiny object syndrome leads to a scattered focus, diluted efforts, and often, a trail of unfinished projects. This relentless pursuit of the new can hinder the deep, focused work necessary to truly grow and scale a creative business. Don’t worry – I have some advice to share with you to avoid this today!

Jenna Rainey stands at desk describing how to avoid shiny object syndrome

Treat Yourself Like a CEO

This first piece of advice is a lot easier said than done! The first thing you need to do as a business owner is to adopt a CEO mindset. After all, CEOs are responsible for investing their time (and their team’s time) and resources only into endeavors that promise returns and drive their company forward. Because of this, they understand the value of prioritizing high-impact tasks, which is something we as creative business owners need to learn (and be reminded of from time to time). 

For creative business owners, adopting a CEO mindset is about recognizing that your time and energy are finite resources that should be channeled toward tasks that truly move the needle. This might mean stepping back from the day-to-day minutiae that can consume your attention, like replying to every email or chasing after every new software that promises to revolutionize your workflow. Instead, focus on the big-picture tasks that will genuinely drive your business forward (and commit to them!). This will also help you avoid burnout down the road!

Create an Annual Calendar

Because I never want to give you advice like “focus on the big-picture tasks” without providing something a little more tangible to help you make it happen, my second piece of advice would be to invest in an annual calendar for your business. The longer I’m in business the more I learn over and over again that a year is not a long time. Plus, having my annual calendar in front of me all the time is a good reminder that if I want to pursue a new idea, I need to adjust some things to actually make space for it (which in reality, I often don’t want to do!).

I walk you through my exact process for creating an annual calendar here, if you need a little more help visualizing this. This entire planning process took me one day, and I can’t even begin to imagine what my business would look like if I didn’t make the time for it or have a system like this in place (it’s giving… chaotic).

Pay Attention to Your Thought Patterns

I’ve been investing more time and money into working on my mindset over the last few years than I ever have before and let me just say, it’s been paying off tenfold. When I started my business and was hustling every single day, I would have rolled my eyes if you told me that thought patterns were important. But ten years later? I spend a lot more time on it than you’d think!

In case you’re thinking, “What’s a thought pattern?”, here’s the gist of it: Your emotions inform your thoughts which then inform your beliefs and your beliefs inform your actions.

So basically, everything you do starts as a thought. Go figure, right? So, mastering your thought patterns is going to be the best way to ultimately change your behavior. This means that if you have a pattern of chasing shiny objects or quitting when things feel hard, your thoughts are probably the best place to start if you want to change the action (if it sounds crazy, just know that I KNOW).

If you want to learn more about my mindset journey (and 3 transformative beliefs I have that have helped my growth) head here next!

Hire a Coach and/or Become a Part of a Community of People with Shared Goals

Lastly, one of the most effective strategies to combat shiny object syndrome is to either hire a coach or join a community of like-minded individuals. A coach can offer you tailored advice, accountability, and insights drawn from their experience, all while guiding you AWAY from distractions (that look like opportunities at the time). I personally love having a coach to guide me as I grow my business, and I appreciate the constant reminders to stay focused on my goals (as I said before, you’re not the only one who goes through this, trust me!).

Meanwhile, becoming part of a community provides a different, yet equally important, kind of benefit. You will want to build a network that becomes a valuable resource for inspiration, support, and advice throughout your journey because it can be lonely at times. In a community, you can share your own experiences and learn from others, which can help mitigate the temptation to chase after every new trend or tool. If you’re an artist, I would love to welcome you into my Patreon community if it’s right for you!

creative entrepreneur sits at desk avoiding shiny object syndrome

Learning to Avoid Shiny Object Syndrome as a Creative Entrepreneur

Like most things in business, learning to avoid shiny object syndrome will likely be something you practice throughout your career, but it’s worth it (and it does get easier!). There are a million people out there telling you that they can teach you how to start, run, and grow a successful business, so make sure to find someone that resonates with you! If that’s me, I would be honored to support you! Join my free broadcast channel on Instagram for more business thoughts and advice on the regular. 

by Jenna Rainey 

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