Last year, at the age of 41, Emma Castle, Founder of Margate-based creative agency, Bright Island, was diagnosed with ADHD. With more women in particular being diagnosed with ADHD later in life, Castle believes ADHD, and its associated attributes, is the superpower behind her skills and talent, giving her the ability to solve problems, spot patterns and trends and lead others with empathy and passion. She talks about how ADHD is shaping her experience as an entrepreneur.
I’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 fast-paced, 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 from our respective different angles. It’s where the magic happens.
Anyone else on a similar path to discovering they have ADHD will know that empathy and a deep-seated desire for connection are key themes that pop up. Personally, I’ve always had this and feel it’s essential when working in advertising. Because work doesn’t work if it doesn’t connect emotionally. Through my empathy and understanding I can put myself in individual people’s situations to understand what they need. And ultimately, that’s led to me finding my niche. I’m good at making mass-market products feel personal. A lot of my work leads to more than one answer, with multiple strands of storytelling creating richer campaigns that speak on a human level to many individuals.
That emotional, human connection is more important now than it’s ever been. Our world is increasingly being fed AI art, words and ideas that are totally bereft of personal connection. To be human is to be imperfect – and to embrace our quirks and differences.
Connection is what the world of advertising needs right now to stay fresh and relevant. My advice to anyone else with ADHD who’s starting out as an entrepreneur – in advertising or otherwise – is to embrace the way you’re able to think differently. Clients are crying out for fascinating insights from people who can look at things through an empathetic lens. Your passion and authenticity combined with an ability to see things differently can only lead to great things.
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