It’s the Law of Diminishing Returns: if you love chocolate ice cream, you’ll love it a lot less if you eat it three times a day. Enthusiasm wanes, so we look for something new, even if it’s not useful. We end up developing it to death. I’ve witnessed people become addicted to building technology and the high of the new idea. The way I avoid this trap is to shift my reward focus. This means I look at milestones that go beyond development. I get my serotonin fix from business milestones instead.
