Focus and Chill - productivity tactics for AuDHDers and other neurodivergent folks

Episode 98: Rob Edwards

Apr 10, 2025

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Welcome to episode number 98 of the Focus and Chill podcast.

We’re thrilled to be joined by Rob Edwards today. Rob is the CEO of the NEA—the Neurodiversity and Entrepreneurship Association. The NEA provides a meeting place for all those with an interest in neurodiversity and entrepreneurship, creating a safe and nurturing environment for neurodivergent entrepreneurs to get the help and support they need to start their own businesses—and the ongoing support to keep them running and earning an income.

Based in West Yorkshire in the UK, Rob is a neurodivergent entrepreneur himself and has worked with membership groups, academics, and businesses for over 20 years, holding senior roles in academic publishing. Before becoming self-employed in 2014, he advised on marketing, events, business development, and board strategy, and has also been an associate lecturer in creativity and innovation.

Great to have you on the show, Rob.

JN: When did you realise that you weren’t neurotypical?

Around 4–5 years ago during conversations with other neurodivergent entrepreneurs.
Lightbulb moment: “What they’re describing is exactly what I go through.”
Inspired by his son’s autism diagnosis and family’s subsequent diagnoses (ADHD, autism).

JN: What challenges did you face?

Overwhelm, inability to finish projects, self-doubt.
Mistook executive dysfunction for laziness.
Compared himself negatively to neurotypical colleagues.

JN: What changes have come post diagnosis?

Reframed self-talk and practiced more self-compassion.
Realized traditional productivity methods didn’t work.
Started designing systems around his brain, not against it.

JN: What challenges do you still face now?

Hyperfocus burnout.
Imposter syndrome, rejection sensitivity.
Energy crashes after intense creative focus.
Still learning to accept what works best for him.

JN: What neuroexceptional strengths are you leaning into now?

Hyperfocus enables rapid execution.
High creativity and pattern recognition.
Can see connections others might miss.
Embracing divergent thinking and innovation.

JN: What “work” projects are you concentrating on?

Running NEA: supporting neurodivergent entrepreneurs.
Partnering with universities on inclusive business programs.
Launching a new freelance-focused careers hub.
Working on PhD in neurodivergent entrepreneurship.

JN: What do you enjoy doing in your off time?

Caring for his autistic son, who is homeschooled.
Amateur dramatics: musicals, theater, and performance.
Finds focus and joy through rehearsal and creative expression.

JN: What do you do to optimise productivity during working hours?

Uses a reMarkable tablet for distraction-free planning.
Leverages Motion to auto-schedule tasks.
Plans around energy peaks (10AM–6PM works best).
Balances chaos with loose structure—"organized mess."

JN: What is some unhelpful productivity advice that doesn’t work for you?

Time-blocking and Pomodoro techniques.
Can't “force” hyperfocus to happen on demand.
Prefers tools that adjust to natural flow and rhythm.

JN: What does your morning routine look like and how has it evolved over time?

Starts around 9:30–10AM (no longer guilty about late starts).
Family time and coffee before work.
Reflects on priorities and adjusts day accordingly.
Embraces energy-driven, flexible mornings.

JN: How is your sleep? How do you switch off at night?

Struggles with winding down.
Uses phone scrolling to calm his brain.
Gets decent rest but wakes up tired—still a work in progress.
Enjoys quiet evenings with family and box sets.

JN: Where can people connect with you or find your work?

LinkedIn: https://www.linkedin.com/in/robtedwards/
Website: https://www.nea.global/

JN: Final words or asks for the audience?

"Diverse minds, limitless possibilities" — NEA’s motto.
Encourages community and collaboration.
Believes the tide is rising for neurodivergent inclusion.
“Keep pushing forward — together we’re stronger.”