The Soulmate Phenomenon: How ADHD Fuels Idea Infatuation in Your Business

Aug 26, 2025

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You know that wild rush when a new idea lands in your lap and suddenly you’re reinventing your entire business model? You’re not self-sabotaging - that’s your ADHD doing exactly what it’s supposed to do—chasing novelty and that sweet dopamine hit.

In this episode, I expose the pattern of idea infatuation, break down what I call “The Soulmate Phenomenon” for solopreneurs with ADHD, and hand you a set of scrappy, real-world frameworks for sorting out which ideas deserve your effort and which ones are just quick idea flings.

ABOUT THE HOST

Diann Wingert (she/her) is a former psychotherapist turned ADHD entrepreneur coach and business strategist, as well as the insightful host of ADHD-ish. With both lived experience and deep professional expertise in ADHD, Diann guides neurodivergent entrepreneurs toward greater self-awareness, creativity, and sustainable success— with her signature blend of no-nonsense advice, compassionate understanding, and a dash of sass.

WHAT TO LISTEN FOR:

How the "Soulmate Phenomenon” shows up for entrepreneurs with ADHD

Romancing the Idea: attraction, infatuation, honeymoon, and reality
Why falling for new ideas isn't about lack of commitment or follow-through
How dopamine cravings and novelty-seeking drive this cycle
Concrete examples: coaching, consulting, and creative service businesses
Key questions to ask yourself when a new idea lands
Why the honeymoon phase is creative gold and how to use it intentionally
Four actionable frameworks for managing new ideas:
The "dating period" (test ideas before big changes)
The side project approach (explore without derailing your main business)
Integration (fold new ideas into what you already do)
Relationship maintenance (recommit and work through boredom and obstacles)
How to distinguish between ideas worth a long-term run vs. a temporary high

TIMESTAMPS

00:00 — Getting Obsessed: The Soul Mate Phenomenon Hits Hard
(Falling for the idea, dopamine rollercoaster, full rom-com montage)
02:10 — Why This Happens: Dopamine, Novelty, and Hyperfocus
(Science of ADHD meets daily business life, shiny object syndrome explained)
05:15 — Pattern Recognition: Attraction, Infatuation, Honeymoon, Reality
(Breaking down the idea romance step by step)
09:40 — Classic ADHD Business Moves: Case Studies
(Real-life business examples with coaches, consultants & service providers)
14:35 — The Crash: When the Fizz Fades and the Next Idea Calls
(Losing steam, misreading the end of infatuation, jumping ship too soon)
17:50 — Deep Truth: The Real Problem Isn’t Commitment
(It’s unrealistic expectations, not a lack of grit — and what to do instead)
21:40 — The Gold in the Honeymoon Phase: How to Use It
(Why that first burst of energy is actually your secret weapon)
24:20 — Four Frameworks for Working With ADHD, Not Against It:
The Dating Period
The Side Project Approach
The Integration Question
Relationship Maintenance Plan
32:10 — The End Game: Choosing Long-Term Commitment (Or Not)
(Learning to spot quick dopamine hits versus real growth opportunities, radical self-acceptance)
35:10 — Final Pep Talk and How to Get In Touch
(Reminders, contact info, encouragement, closing thoughts)

SHARE YOUR STORY:

What’s the big “soulmate idea” that got away? Did it deserve a second chance, or was it just a quick dopamine hit? Hit me up by email, send me a DM on LinkedIn or leave a voice message on my website.

SUMMARY

ADHD brains light up for new ideas…and then we feel like changing everything for that rush. Don’t fight the pattern, work with it. Date your ideas. Don’t move in with them at first sight. Keep your current business healthy and figure out what deserves real commitment. That’s how you survive idea infatuation and the “Soulmate Phenomenon” and make your next hyperfocus phase count for something.

Your brain is a brilliant and busy place. Let’s make it your greatest business asset. Stay tuned for more empowering conversations and practical tools for thriving in business with ADHD—right here on ADHD-ish! Be sure to follow/subscribe so you don’t miss a thing!