Opportunity Junkyism
A PSA brought to you by SumoBlue Marketing
Public Sservice Announcement , from the V Spot Nearly News. There is a new epidemic in ecommerce.It is affecting 87% of mid-market brands. It has a name. Opportunity Junkyism. The symptoms are as follows.
You are blinded by the lights. Every channel is an emergency. Every founder thread on X becomes a strategic priority before the coffee is finished.
You have Squirrel Syndrome. You know who you are. TikTok Shop Monday. Retail media Tuesday. Full rebrand by Thursday. The previous initiative , the one from three weeks ago that was going to change everything , is in a Notion board. Unopened. Judging you silently.
Objectives shift every other week. Your team has stopped asking why. They know the answer will be different by Thursday.
You don’t sleep well.
You self-medicate with caffeine and conferences. You post pictures of the same industry dinner every week as though being in the room is the same as having a plan.
And then Monday comes.
And the basics still aren’t done.
We know what works. We have always known what works.
Clean data. Clear positioning. Retention that actually runs. Paid that makes mathematical sense. A product page that converts.
Basics.
In 2026, we are bringing basics back.
We say this every year.
Every year, the market doesn’t listen.
Every year, we’re still here.
Sumo Blue has been bringing basics back for over ten years.
We should be clear , Sumoblue did not bring sexy back. That was Justin Timberlake. 2006. Different brief. We bring basics back. Which, in this market, is honestly the sexier move.
Sumo Blue. The basics are back. Again. They never left.
⚠️ Disclaimer: Sumo Blue accepts no responsibility for the mild embarrassment of realising the thing that fixes your business is the thing you already knew. Side effects include calmer Mondays and fewer panic Slack messages.
Bonus Material - if you are still reading.
🗳️ Hot or not , Are you an opportunity junky?
🐿️ Full Squirrel , new strategy every week, thriving
📋 Recovering , learning to stick to the plan
🧱 Basics first , boring and winning
😶 The Notion board is a graveyard and I live there
This is part of the Sumo Blue PSA series. Brought to you by common sense and mild professional despair.
Next week: …...
Such a timely piece, Vinny. It’s so easy to get distracted by 'the next big thing,' but as you pointed out, true growth often comes from the discipline to say no to the wrong opportunities. That distinction between a genuine opening and a distraction is what separates sustainable scaling from burnout. Quality over noise, every time!