October is ADHD Awareness Month.
What I want to do here is simple: shine a light on traits and symptoms you might not typically associate with ADHD—especially if, like me, you grew up in the 80s/90s when the stereotype was the “hyperactive, disruptive little boy.”
Times have changed (thank goodness). We know much more about mental health, neurodiversity and the different ways brains work. And yet so much of ADHD—particularly the inattentive presentation—is still invisible. And while I’m speaking from the perspective of my own inattentive traits, it’s important to remember there are also hyperactive and combined presentations, each with their own unique challenges and strengths.
The Bit You Don’t See
Inattentive ADHD isn’t about bouncing off the walls. It’s the busy, noisy inside—focus that slips, attention that wanders, working memory that drops the thread mid-sentence, task initiation that stalls, and “I know what to do and I want to do it… but I’m not doing it.” You’ll spend four hours doing something else instead of the 10-minute job. Why? That’s a very real pattern many of us live with.
When you don’t have a language for this, it can feel like a character flaw. When you do have language, you can do something about it.
Awareness First, Label Optional
Roughly 5% of the population has an ADHD diagnosis. That doesn’t account for the many people who recognise the traits but haven’t pursued diagnosis (long waits, emotional load, personal choice), or those who simply don’t know—six months ago, I wouldn’t have considered it for myself. It’s also often missed in women.
In entrepreneurship, the numbers skew higher—commonly estimated around 30%. That makes perfect sense: running your own business removes some neurotypical workplace constraints and lets you design how you work. It also puts the onus on you to create structure, self-motivate and follow through on ambitious plans. Without scaffolding, it can feel like pushing through mud.
The Invisible Load
ADHD is often masked—consciously or not. From the outside there’s no hint of the mental tab explosion, the constant juggling, the effort it takes to “hold it together.” Masking plus executive function strain equals fatigue and, for many, burnout.
Where it shows up (these aren’t character flaws):
- Task initiation paralysis — you know what to do, you want the outcome… and you’re stuck at “start.”
- Prioritisation wobble — the tax return can wait while you deep-clean the cutlery drawer (because right now that feels urgent).
- Follow-through fade — momentum fizzles three-quarters of the way to the finish line.
- Focus drift & memory blips — you lose the thread, mid-thought or mid-call.
- Energy regulation — some days you’re on fire; others you’re flat. That’s real.
I’ve felt all of this personally, and I’ve seen it in clients’ businesses before we start working together: bright, capable owners stuck in procrastination, perfectionism and disappointment that the goal still isn’t hit.
Why Awareness Matters (Especially in Business)
Routine and structure help ADHD brains—but only when they’re flexible enough to fit your brain. Employment doesn’t always allow that. Business ownership can—if you build systems that work with you, not against you.
That starts with awareness: “This is how my brain works.” Then support: the right frameworks, the right kind of accountability, and operations that don’t fight your wiring.
Accountability with Kindness
“Just do it” isn’t a strategy.
When a task keeps slipping, I don’t nag—I get curious.
- Is it too big? We’ll break it into micro-steps and agree on the first action.
- Is it mis-aligned? We’ll check the goal and adjust the plan.
- Is it a skills gap? I’ll show you how (often with a quick Loom) or we’ll delegate.
- Do you need momentum? We’ll body-double, time-box or use a five-minute starter.
There’s still accountability and clear deadlines—but with compassion and problem-solving so you can actually move.
It’s Not Just About You
If you’re neurodivergent leading a neurotypical team (or vice versa), communication has to flow both ways. Processes should be neuro-inclusive so everyone can do their best work. When operations are designed with different brains in mind, the whole business benefits.
Remember the Strengths
Yes, there are challenges. There are also superpowers: creativity, lateral thinking, energised problem-solving, pattern-spotting, hyperfocus when something lights you up. Build your business to harness those.
You’re Not Alone
ADHD awareness isn’t about chasing labels. It’s about recognising traits, understanding they’re real, and knowing you don’t have to white-knuckle your way through them.
You can build a business that works with your brain. You can design systems that play to your strengths. You can have accountability that’s kind, and support that actually fits.
If any of this resonates, take a breath and notice where the friction is showing up for you. Awareness is the first level. From there, things get easier. You’re not broken—you’re wired differently. And that difference can be a real advantage when you work with it, not against it.