Marcus Aurelius on running straight
I used to think my biggest problem was time. Too much to do. Too many problems. Too many exciting ideas. Too many opportunities. If I could just work harder — wake up earlier, plan better, push through — I’d finally make real progress.
My biggest problem wasn’t time management. It was focus management.
Marcus Aurelius wrote:
“To run straight for the finish line, unswerving.”
Most of us aren’t running straight. We’re zigzagging. We start one thing, get distracted by another, then chase the next exciting idea. We never finish what we set out to do.
This cycle isn’t just frustrating. It’s the reason a lot of owners feel stuck. They’re not making progress. They’re constantly resetting their progress before it can pay off.
If you’ve ever wondered why you’re working so hard and not seeing results, this is usually why.
You’re not behind. You’re starting over.
Every time you shift focus — new business idea, new platform, new strategy — you reset the clock. The work you did on the last thing didn’t get enough momentum to compound. So you’re starting from scratch every time.
The cost is bigger than you’d think. Research from UC found that it takes an average of 23 minutes to refocus after a distraction. Scale that up. Each business pivot represents hundreds of hours lost just in transition.
It shows up everywhere. The coach who starts writing a book, then abandons it for a podcast, then ditches the podcast for a new course. The freelancer who keeps changing her niche instead of sticking with one long enough to gain traction. The owner who tries every marketing platform and never gives any of them enough time to work.
At some point progress requires commitment.
The serial starter vs. the consistent builder
Sarah, a leadership coach, had a bold plan. Build a signature coaching program to help mid-career professionals become better leaders. She mapped out the curriculum, created content, lined up beta clients.
Then she read an article about memberships being the next big thing. She scrapped the coaching program and pivoted to a low-cost membership.
A few months later she saw another coach charging $10K+ for VIP days. That seemed even better. She pivoted again, this time to high-ticket consulting.
Every switch felt like she was chasing a bigger opportunity. She wasn’t building anything. She was restarting.
Two years and roughly $15,000 in expenses later, Sarah looked back and realized she had nothing sustainable to show. No consistent revenue. 200 email subscribers. A scattered brand reputation.
Meanwhile, Jamie, another coach I worked with, faced a different challenge. Six months into his group coaching program, enrollment was lower than expected. Instead of abandoning ship, he gathered feedback, made targeted improvements, and recommitted to his original vision.
A year later his program was nearly at capacity, generating about $8,000 a month in predictable revenue. He had testimonials, case studies, and a refined process that made marketing infinitely easier.
The difference wasn’t skill or intelligence. It was the ability to tell persistence apart from stubbornness.
When to hold vs. when to fold
Not all pivots are equal. The trick is knowing when you’re making a strategic adjustment and when you’re avoiding discomfort.
You’re avoiding rather than pivoting when:
The new direction feels more exciting but doesn’t solve any problems with your current approach.
You haven’t given your current strategy enough time to show results — at least 6 to 12 months for most business initiatives.
You’ve invested less than 80% of the effort needed to make your current approach work.
You’re switching primarily because of someone else’s success story rather than your audience’s needs.
You should consider a genuine pivot when:
You’ve consistently executed your plan for six-plus months with minimal traction.
You’ve gathered actual feedback — not assumptions — from your target audience.
The new direction builds on what you’ve learned rather than throwing it all away.
Your core values and strengths line up better with the new direction.
When Jamie considered adjustments to his program, he didn’t scrap everything. He refined his messaging, adjusted his price point, and modified his delivery format based on real client feedback. That’s adaptation, not abandonment.
The fear that keeps you stuck
The real reason people keep switching gears isn’t laziness. It’s fear.
Fear of failure. What if I put all my energy into this and it doesn’t work?
Fear of missing out. What if that other opportunity would have been better?
Fear of commitment. If I choose this, I’m saying no to other possibilities.
What if you’re already failing, just more slowly?
Every time you switch, you hit reset. You’re burning months, sometimes years, of effort. Because it feels like progress, you don’t see it as failure.
Constantly starting over is just a disguised form of quitting.
Stanford psychologist Carol Dweck’s research on mindset showed that people who believe their abilities can develop through dedication — a “growth mindset” — are far more likely to persevere through obstacles than those who believe talent is innate. Mastery of anything, including business, requires working through challenges rather than avoiding them.
Building a focus protection system
Breaking free from shiny object syndrome isn’t just about willpower. It’s about creating systems that protect your focus.
Pick a finish line. What’s the one big goal that, if achieved, would move your business forward? Not five. Not three. One. Write it down as if you’ve already achieved it. “I have a thriving coaching program with twenty active clients.”
Commit for a set period. No switching, tweaking, or pivoting for at least six to twelve months. Starting a podcast? Weekly episodes for a year. Building an email list? Consistent emails for a year. Research from the University of Scranton shows that people who make explicit commitments with specific timeframes are 42% more likely to achieve their goals.
Create a “distraction parking lot.” When a new idea pops up, write it down and revisit later. Not every good idea needs action right now. A business owner I know keeps a “Future Projects” document. New ideas go on the list. Every three months she reviews. Most ideas don’t seem exciting anymore. The ones that do, she schedules strategically.
Build an accountability fortress. This is the missing piece for most owners. Going it alone makes you vulnerable to distraction. An accountability partner with weekly check-ins. A paid coach or mastermind that expects regular progress reports. Public commitments to your audience. Financial stakes you lose if you don’t follow through. Carlos, a web designer I mentored, struggled with completing his course creation until he joined a mastermind where he had to report progress every week. The external structure helped him push through the “messy middle” when motivation naturally dips.
Ask yourself: would this move me closer to my main goal? If no, let it go. If maybe, add it to the “after I finish my current project” list. Before adding anything new, use the 1-in-1-out rule. For every new commitment, something else has to go.
Build the focus muscle. Start with shorter commitment periods if twelve months feels overwhelming. Use the Pomodoro Technique. Celebrate small wins. Track focus streaks.
The uncomfortable truth
Most successful owners I know aren’t doing anything complicated. They’ve been doing the same important things consistently for a long time.
They send the same types of emails every week. They create the same types of content every week. They sell the same core offers every month.
It’s boring. It’s unsexy. It works.
In a world obsessed with hacks and shortcuts, consistency is a superpower.
A year from now
How many projects have you started and abandoned in the last year? How many times have you changed direction before seeing results? What would have happened if you’d stuck with just one of those ideas?
Most owners don’t need more ideas. They need to execute on the ones they already have.
Right now, before you scroll away, write down your ONE priority. Not five. Not three. One. Set a deadline. Six months. No pivots, no distractions, no tweaks. Then take the first real step today. Not tomorrow. Right now.
A year from now you’ll wish you’d started today.
What’s the one thing you need to commit to?
About the Author
Ron Tester is a physical therapist with thirty years in the field. He built, grew, and operated a multidisciplinary home health company employing PTs, OTs, and SLPs through a successful exit. He now coaches outpatient PT, OT, and SLP clinic owners on operating at the owner level. Certified Executive Coach and Book Yourself® Solid Coach. Learn more at https://rontestercoaching.com/about.