Miss Jackie's blog last week?  Check it out HERE.

Confession: I am a recovering chaser of bright shiny objects. It’s something I’m not proud of but I share it with you in hopes that if you too, suffer from Bright Shiny Object Syndrome you will know you are not alone.

If you’re unfamiliar with this terminology, basically what it means is that your focus is easily distracted by the next big thing, great idea, or magic bullet that comes along. Now, don’t get me wrong, I’m not a “sucker” by any means and I’m certainly not one of those people that spend thousands of dollars a year on programs and products that I think will make me more successful, more beautiful or more anything. Occasionally though, I do see something that looks great and seems to have “exactly what I need” and so I go after it only to realize later that it was the very thing that took me away from the path I was on.

Most recently the culprit was a direct sales company that I got involved with. A friend of mine was raving about the products and the benefits of being a member and it all totally fit into the environment I was trying to create for myself and my family so I happily told her to sign me up! I was so inspired and fueled by her passion that I let that get in the way. At the time I signed up with this company I was working on forming my new LLC and putting together the logistics of that company, but the direct sales opportunity (a.k.a. bright shiny object) swooped right in and took hold of my focus.

The problem was that not only couldn’t I get anyone interested in learning more about this “amazing opportunity”, I had completely forgotten about the successful business I was already working on!

After several weeks it became very clear that this was not going to be a good fit. I began awakening from my bright shiny object-induced coma and realized I was not only putting the reputation I’ve spent years building on the line by switching gears so fast, but the fact that I wasn’t getting anyone to sign up was a HUGE sign that this was not who I was. I’m not a sales-pitchy sort of person and have a hard time telling people how great something is for them before I even believe it myself.

Do I love the products? Sure! I believe in them 100%. I also love my Durango but I’m not going to go down to my neighborhood used car lot tomorrow morning and ask for a job selling Durango’s. I also LOVE Starbucks and promote them wholeheartedly but will I be working as a Barista any time soon? My guess is probably not. My point is I don’t need to sell something to love it or recommend it to others. It’s not a business model that has ever worked for me, but I let emotion get the best of me and that’s ok as long as I learned something from the experience.

This past week has been an awakening for me and it feels so good to have released the burden of trying to do this “side business” and get my focus back. I’m back on track with what I was doing in the first place, which is building my little empire. The next time I try to veer from that, you have my permission to stage an intervention!

As I have mentioned a number of times, when I had my "ah ha" moment and decided to create the nomie baby car seat covers, starting a company was accidental, so there were a number of aspects of building and maintaining a business that I didn't anticipate.  The ones that stick out the most, are that nothing happens over night, and that since I am responsible for all aspects of the business from production to PR to marketing to sales, if I am not working on something, there is a good chance that nothing is happening, and that if I take a break all the great momentum that has built up quickly fades!

In my excitement, or perhaps naivite, I had assumed that my enthusiasm would be instantly contagious, the word would spread like wild fire, and the nomie baby brand would be as well known as "Pampers."  Instead, I have found that everything takes times. There is no "over night success."  I live in NYC, so I have been able to spread the word here through stores, getting in touch with local press, meeting with customers face to face, but getting the word out to others requires constant attention.  On the other hand, often when I put things out there, and then start working on other things, I am delighted with news that comes when I am not expecting it, or busy working on something else.  This was exactly what happened when I decided to take a break with my older daughter.  I checked in a couple of times a day to fulfill orders and answer questions, since customer service is so important, and in the midst of everything I received an email announcing that the nomie baby car seat covers were named a 2011 Finalist for the Cribsie Awards in the "Gear" category under "Most Necessary Car Seat Accessory."  You can check them out HERE.  What a great surprise!

Taking a break is so important to refuel and reconnect; however, I have also realized that if I am working on one area, the others are left to fend for themselves, so I am constantly juggling to keep as many areas going at once.  I am aware that if I take a break, it can mean that all the momentum that has been building slows down.  It needs continuous attention, after all, if I'm not paying attention, why would anyone else.  
 

Erin L. Schiffman is the co-founder of Schiffman Creative, one of New York’s most dynamic boutique graphic design and creative consulting agencies. Erin brings public relations, marketing and creative experience to her current role at Schiffman Creative Inc. Previously, Erin worked at elite companies such as Calvin Klein, Rubenstein Associates, DeVries Public Relations and Lizzie Grubman PR.

Schiffman Creative can help your brand achieve visual excellence without compromising your own unique identity. Contact them today about your project.

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Missed last week’s installment from the Haunchos’ diary?  Read it HERE.

The good news about our office(s) at Hold Your Haunches world headquarters is that they alternate locations between Erin's kitchen and Jenny's den, thus providing us with internet access without any of the typical corporate firewalls.  The bad news is, anytime we are tired of hearing ourselves preach about our "magic pants", we are able to go to a multitude of websites for distraction.  Just yesterday, as we were hammering out emails to pitch the pants, filing tax forms with the state of Massachusetts so we can sell HYHs at the Boston Marathon and brainstorming about how to approach physicians with our great looking AND medically graded compression pants, we found ourselves surfing on over to one of our favorite sites, Funny or Die.  As we watched a segment on "Between Two Ferns", we kept asking ourselves, who in the world does this man remind us of?  Racking our brains we thought, whoever could it be?  It just seemed so familiar.

And then, like a bolt of lightning, it hit us!  He reminded us of US!  There are two people on the segment, and we, as we bent over double laughing, wiping tears from our eyes; established that we were represented by one character and ALLLLLLLLLLLLLLLLL of the important people and places we are chasing down with pitches and britches are represented by the other.  If you need a really good laugh, have a few minutes to spare and also have the luxury of unlimited internet at your office, here is the link http://FunnyOrDie.com/m/4jea

If you have any confusion about which character reminds us of ourselves, the Head Haunchos, here is a hint: we are NOT the one who used to be married to Madonna.

Work hard, stay positive and take time to laugh!  Remember, it's your confidence and unique self that led you to be an entrepreneur in the first place.