Let Them See You: Marketing with Courage for Neurodivergent Business Owners

Mar 18, 2025

Iris Goldfeder, a marketing strategist and owner of Gas Stove Creative, shines a light on how neurodivergent business owners can leverage their ADHD strengths. She discusses the power of systems thinking and how it can enhance team dynamics. Iris emphasizes empathy as a tool for deeper client connections and authentic marketing. Furthermore, she advocates for embracing radical authenticity rather than falling into people-pleasing habits, ensuring that true self-expression invites the right clients.

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ADVICE

Systems Thinking in Hiring

Hire team members who think in systems and see how their work affects the entire business.
This holistic approach, crucial for ADHD entrepreneurs, ensures smoother operations and success.

INSIGHT

Strategic Listening as an ADHD Strength

Strategic listening, an ADHD strength, allows Iris to understand client needs deeply and formulate strategies quickly.
This strength combined with systems thinking enables her to see the bigger picture and provide effective solutions.

ANECDOTE

Client Resistance and Eventual Success

Iris shared a story about a client who initially resisted her suggestions, doubting her expertise.
After a direct conversation, the client relented, leading to significant success, proving the value of trusting expert advice.

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So many small business owners obsess about how their ADHD struggles make things more challenging, but there is a bigger picture at play. When you identify your ADHD strengths and use them as your competitive advantage, now you are cooking with gas.

My friend, Iris Goldfeder is a marketing strategist and owner of Gas Stove Creative. She joins us today to talk about how she leans into her ADHD strengths of empathy, systems thinking, strategic listening, and radical authenticity to run her successful marketing agency.

Iris lives in Indiana with Heather, her wife of 22 years. In addition to her rather impressive collection of Star Wars memorabilia, Iris is a musician and member of the band “The Infringements,” a dog mom and fellow enthusiast of F-bombs and radical authenticity.

Here are three key takeaways from our conversation:

👉 Systems Thinking as an ADHD Strength: Iris emphasized the importance of having team members who understand the interrelated pieces of the puzzle. This holistic approach ensures smoother operations and greater overall success.

👉 Empathy and Emotional Intelligence: Empathy is a crucial skill for understanding and addressing client needs effectively. Iris shared how truly listening enables you to envision solutions and build deeper, more meaningful client relationships.

👉 Authenticity Over People Pleasing: Being true to who you are not only attracts the right kind of clients but also allows you to bring your best, most creative self to your work.

Fun Fact from the Episode: Iris has a "fuck jar.” It's an oh-so-relatable way of managing those moments when you just run out of fucks to give. A must-have for any ADHD entrepreneur, if you ask me! Jar of F*cks

Recommended reading/listening:

“The Let Them Theory” by Mel Robbins - how to break free from letting other people’s opinions and judgments affect you. And, in case you didn’t know, Mel was diagnosed with ADHD at age 47.

Want more Iris in your life?

Website - Podcast - LinkedIn - Free website audit

Are you going to Neurodiversion 2025 in Austin, Tx March 27-29th?

I’ll be there too, and hosting a Meetup for Neurodivergent Entrepreneurs and Business Owners. DM me on LinkedIn or send me an email to let me know. I’d love to meet you there!