FINAL WORD

’ ve been in the advertising industry for over 20 years as an art director turned creative director . But things have really changed for me over the past year as I launched my very own agency , Bright Island , and received my ADHD diagnosis . Things – although scary , exhilarating and hectic at times – are better than ever . Coincidence ? Perhaps not . I ’ m seeing a clear link between getting some clarity and context about my own mind and discovering and embracing my entrepreneurial spirit .

I ’ ve always been my own person and felt I was wired a little differently , complete with a set of ‘ Emma-isms ’ I was never able to explain . It wasn ’ t until I was diagnosed that the pieces of the puzzle all fell into place . It explained the hyperfocus ( I ’ d often work non-stop on pitches until 1am when I was on a roll ), the bursts of creative energy and the relentless idea generation that had defined my career . But more importantly , it gave me the confidence to embrace these traits as strengths , not weaknesses .

The advertising world is a notoriously fastpaced , high-pressure environment that rewards those who can think on their feet , solve problems under pressure and come up with pitch-winning ideas – all while spinning a few other plates . ADHD has equipped me with a unique set of skills that helped me thrive in this environment . My ability to hyperfocus allows me to delve deep into a problem , exploring every angle until I find a solution . This intense concentration is often balanced by a broader , more holistic perspective . I like to look at the big picture and try to understand how different elements interconnect . This is especially true when I ’ m working with brands and businesses I ’ m genuinely passionate about .

And that ’ s the key : authenticity . I ’ m finding the more authentic you are to yourself , the more confidence you have and therefore the belief in your ideas is much stronger . When the subject matter , brand , cause or idea sparks my interest , my ability to hyperfocus goes through the roof . I can think about what ’ s right , remove any indecision and stop at nothing until I feel I ’ ve cracked it .

I remember a particular brief while working in-house at an agency that challenged us to redefine how a popular drink was consumed by Millennials . My strong gut reaction was that there wasn ’ t a one-size-fits-all solution because we ’ re all clearly so very different . This approach contradicted the client ’ s brief but I challenged our agency to present more than one idea . I felt like the rebel out there thinking differently , going against the status quo , rather than doing exactly what was asked of me . Call it divergent thinking or just thinking like an entrepreneur , but it sticks in my mind as a moment I felt I could really start my own ‘ thing ’.

Knowing I have ADHD has weirdly given me the confidence to fully be myself and trust in my instincts . That goes hand-in-hand with starting a business and going your own way . I ’ m my own boss . I won ’ t berate myself for being a night owl or for picking and choosing the projects I feel most connected with .

But it ’ s not all sunshine and rainbows . Anyone who ’ s done this before and set out on the journey to being an entrepreneur knows that setbacks are part of the deal . Resilience is a must because rejection is a normal part of the process . Rejection sensitivity is a huge deal within the ADHD community . It ’ s hard to not take things personally when you ’ re putting yourself and your ideas out there for clients . But knowledge is power – and understanding that my brain is processing any setbacks differently helps me reframe it and learn techniques to manage those uncomfortable feelings . It ’ s one of the reasons I felt confident enough to launch Bright Island . I only wish that the many creatives out there ( who also unknowingly have ADHD ) knew about this . They would have the freedom and courage to share their ideas with the understanding that this very normal rejection isn ’ t the end .

Starting out on your own can be pretty lonely at times . Thankfully , one of my skills is bringing people together and collaborating . My natural curiosity means I ’ ve been doing it all along . Working solo and independently has never been my style – I ’ m always bouncing ideas off my contacts , friends and colleagues when there ’ s an exciting new project on the go . I can recognise and appreciate the skills in others that I don ’ t have and seek out those who can both complement and contrast with my way of thinking . Diversity is the spice of life , right ? I ’ m currently building a collaborative , tight team who all think differently , so we can come at briefs

I ’ VE ALWAYS BEEN MY OWN PERSON AND FELT I WAS WIRED A LITTLE DIFFERENTLY , COMPLETE WITH A SET OF ‘ EMMA-ISMS ’ I WAS NEVER ABLE TO EXPLAIN .

Emma Castle , Founder , Bright Island

www . intelligentcxo . com

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