Entrepreneurs are often great at creating new ideas. It\u2019s one of the things we do best. And it can become addictive. New ideas give us creative energy and fill us with optimism. We feel like we are on a high \u2013 buzzing.\r\n\r\nOn the other hand, executing on our ideas seems kind of boring. The sheer amount of stuff that needs to be done can seem overwhelming and it feels like (and is) a lot of hard work. We can feel like all our energy is gone, or even feel down, uncertain or depressed. Procrastination sets in.\r\n\r\nWhen we are in the idea creation phase of a new venture, we need our brains to be coming up with new ideas. However, once we have selected an idea and begun to execute we must beware of distractions that come dressed as opportunities.\r\nThe new idea is a common reaction to the negative aspects of execution. We can unconsciously create new ideas to avoid the hard work in front of us. The new idea is a distraction which quickly takes us back to the highs, optimism and possibilities which make us feel so great. Then we spend out energy on pursuing it rather than pushing through the negative patch and taking our principal venture on to the next stage.\r\nUnfortunately, unless we recognise this trap, we can spend years swinging from idea to idea and never actually bring anything to fruition or achieve anything.\r\n\r\nWhich is a shame. Because taking a venture through the execution phase to its fulfilment is ultimately more rewarding than any exciting new idea.\r\n\r\n\r\nAction To Figure Out New Ideas\r\nRecognise which stage of your venture you are in:\r\n\r\nIf you don\u2019t have an idea yet \u2013 go for it. Create as many shiny new ideas as you can and pick one to implement.\r\n\r\nOnce you have made a decision to execute, these ideas may help you push through the trough:\r\n\r\n \tCommit to execution, realise you will hit a trough and be prepared to work your way through it.\r\n \tAs soon as you have committed to execute: take quick action (while minimising your risk). This will show you whether you are on the right path or not.\r\n \tWrite down your ultimate purpose in starting the venture. Keep it in a place where you can find it and review it regularly. This sense of purpose will pull you through the rough times.\r\n \tDon\u2019t quit a project in a trough unless you have incontrovertible evidence that the idea will not fly and have talked the decision over with mentors or other supportive people.\r\n\r\nThe project plateau diagram is taken from Scott Belsky\u2019s book,\u00a0Making Ideas Happen. I\u2019d highly recommend reading it.\r\n\r\nHarnessing Entrepreneurial Manic-Depression: Making the Rollercoaster Work for You\u00a0\u2013 This post by\u00a0Cameron Herold, on Tim Ferris\u2019 blog describes the cycle entrepreneurs go through and the feelings that accompany it. It also has some suggestions of actions you should and should not take at various stages of the cycle. (Take these with a grain of salt.)\r\n\r\nHow new ideas almost killed our startup\u00a0\u00a0\u2013 This post by Vincent Vacanti describes how pursuing new ideas was a serious distraction to building his startup, Yipit.\r\n\r\n\r\n\r\nAbout The Author\r\nSusan Jones is the founder of ReadySetStartup.com, helping aspiring entrepreneurs develop both the strategy and psychology to create winning businesses. She lectures in Entrepreneurship at Swinburne University and is passionate about empowering women entrepreneurs. You can grab a copy of her free Startup Blueprint:\u00a05 Steps to Launching your 6 figure business.