If you’ve ever felt stuck in your business—jumping from one idea to the next without seeing real results—you’re not alone. Many Shopify business owners fall into the same trap: starting a new initiative, chasing a new strategy, or testing a new tool before finishing what they’ve already begun.
But here’s the thing: success doesn’t come from starting. It comes from finishing.
The Bridge-Building Analogy
Alex Hormozi’s "Building a Bridge" analogy perfectly captures this struggle. Imagine you’re standing on one side of a river. On the other side is your goal—consistent sales, more traffic, or financial freedom. Each initiative you take on—whether it’s email marketing, social media, or paid ads—is like building a bridge to get there.
Here’s the catch: if you keep abandoning one bridge to start building another, you’ll never cross the river. You’ll end up with a handful of half-finished bridges—and no way to reach your goal.
The solution? Commit to finishing one bridge at a time.
Stick with something to see the fruit of that effort in the form of a completed "bridge" from conception to revenue!
Why Most Business Owners Struggle
Shiny object syndrome is real, especially in the fast-paced world of eCommerce. You see an ad about how TikTok ads are "the next big thing," hear a podcast about email automation, and watch a YouTube video claiming organic social media is the key to success.
The temptation to jump from one strategy to the next is overwhelming. But when you divide your focus, you dilute your results.

MY Real-Life Examples of Building (and Finishing) Bridges
Let’s take this concept and apply it to the challenges Shopify business owners face every day, some of these I have recently:
1. Email Marketing: Building a Loyal Audience
Email marketing is one of the highest-converting tools in eCommerce—but it only works if you commit to building and nurturing your list.
Many business owners set up an email capture pop-up and send one or two newsletters before giving up, thinking, “This isn’t working.” But email is a long game. It’s a bridge that requires consistent effort—creating automations, testing subject lines, and providing real value to your audience.
There is a mathematics problem here to solve, maybe your list isn't large enough to see consistent sales from your campaigns. If you have a list of 100 subscribers and feel like email marketing is a 'waste of your time' because only 1 person buys every few weeks - that is not bad - the volume of good leads on your list is just not large enough to make the math equation fruitful for you; email marketing the concept is not what is broken in that example.
Don't stop building the bridge before you complete it!
Reach out for your very own FREE Discovery call and let's chat about your current marketing struggle in your Shopify store - if you know there is work that needs attention to grow your store with Facebook and Email; I'm your next marketing team member! :)
2. Facebook Ads: Driving Traffic to Your Store
Another common challenge is traffic. Many business owners believe a lack of sales means something’s wrong with their product or brand. But the real problem? Not enough people are seeing your store. That’s where Facebook Ads come in.
When I first started running ads, I expected quick results. But building this bridge took time—figuring out targeting, creating compelling visuals, optimizing for conversions (various types not just sales), nurturing a large audience. Facebook Ads is one tool in your 'traffic' toolbelt. Again, you need far more users and eyes at the top of that awareness funnel than you imagine to filter down into a profitable online business.
By staying the course, I realised it wasn’t about immediate results but creating a sustainable traffic source that fuels my business long-term.
3. YouTube: Consistency is Key
Here’s a personal example: I started a YouTube channel in September 2022 to share valuable content with my audience. For months, I saw little traction—minimal views, no major engagement.
Eighteen months later, things started to shift. Why? Because I committed to consistency. Instead of giving up after a few videos, I focused on improving with each upload. Over time, that persistence paid off, and my channel is becoming a powerful tool for brand awareness and traffic.

5 Steps to Build (and Finish) Your Bridges
Here’s how to start applying the bridge-building strategy in your Shopify business:
Define Your Goal What does "crossing the bridge" look like? Is it growing your email list, increasing traffic, or boosting conversions? Be specific about what success means for each project.
Assess Your Current Bridges Take stock of the projects you’ve already started. Which ones are half-finished? Which have the most potential to move the needle in your business? Prioritize those.
Focus on One Bridge at a Time Commit to completing one initiative before starting a new one. If you’re working on email marketing, don’t get distracted by the latest TikTok trend.
Track Your Progress Break your bridge into smaller milestones and celebrate each one. For example, if you’re building an email marketing funnel, start with capturing leads, then work on automations, and finally optimize your sequences.
Avoid the Shiny Objects Resist the urge to jump to a new project before finishing the current one. Remind yourself: no single tactic will change your business overnight. Consistency wins every time.
The Power of Finishing
Building and finishing bridges isn’t always glamorous or exciting. It takes discipline, focus, and patience. But the payoff is undeniable. Instead of spreading yourself thin and spinning your wheels, you’ll see tangible results from the effort you’ve already invested.
So, what’s your next move?
Take a moment to reflect on your own bridges.
What’s the one initiative you need to finish before starting something new? What half-hearted initiative have you half committed to and half finished?
Reach out for your very own FREE Discovery call and let's chat about your current marketing struggle in your Shopify store - if you know there is work that needs attention to grow your store with Facebook and Email; I'm your next marketing team member! :)
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