• •Founders often experience a 'completion anxiety' phase when nearing product launch.
• •Psychological research suggests jumping to new projects serves as a defense mechanism against potential market rejection.
• •Uncertainty remains regarding whether this pattern is driven by a genuine lack of product-market fit or a fear of definitive performance metrics.

Many entrepreneurs struggle with self-sabotage by shifting focus to new projects when their primary startup nears completion. This phenomenon, often termed 'shiny object syndrome,' typically occurs just as a founder transitions from the creative building phase to the rigorous testing and market-validation stage. The friction arises because moving from a theoretical project to a live product exposes the founder to real-world criticism and failure. Overcoming this requires disciplined milestone setting, as the startup's survival likely depends on proving the initial concept before capital and mental energy are diverted elsewhere.