Celebrating Our Imperfections as a Business Strategy

In this episode, I sit down with Mikey Schumacher, the 29-year-old creative entrepreneur behind “but cute”—a start-up brand of plush toys designed to celebrate mental health and celebrate our imperfections.

In this episode, Mikey & I discuss his entrepreneurial journey, the healing power of community, and how comfort objects can open up much-needed conversations around anxiety, ADHD, and more.

I came across Mikey & but cute on TikTok, became part of the startup’s Kickstarter campaign, and have been an enthusiastic supporter of his mission, vision, and passion.

Mikey is part of a new generation of founders whose businesses serve a social purpose, while meeting a market need, and in his case, a personal one as well.  

About Mikey Schumacher

Mikey, who lives in Oceanside, California, and is the youngest of six children, is a lifelong entrepreneur with a passion for creating meaningful products.

From lemonade stands and failed T-shirt ventures to a master’s degree in entrepreneurship from USC, Mikey’s story is one of resilience, self-discovery, and turning setbacks into springboards. Now, with the viral success of But Cute, Mikey empowers people of all ages to embrace their quirky, anxious, or imperfect sides—one plush toy at a time.

Here’s what you’ll take away from this episode:

1. Learning by Failing Forward

Mikey shares how every “failed” business (including a Kickstarter flop and one epic T-shirt company bust) was actually just a bootcamp for founder growth.

2. Why Comfort Objects Are Powerful (at ANY Age)

Explore the real science and sentimental magic behind plush toys—and why adults are snatching them up too.

3. Turning Insecurity into Community

Discover how But Cute’s Discord became a safe haven for people to share insecurities and get massive support, no judgment.

4. Practical Advice for Overthinkers

Hear Mikey’s simple but game-changing reminder: “Don’t predict the future. Take one step at a time.” (Diann co-signs HARD.)

5. Creative Chaos is Your Friend

Peek into Mikey’s wild idea process: fusion-creature brainstorming, accidental croissant claws, and the beauty of letting go of perfection.

Mentioned during this episode:

Squishmallows

Labubu

Connect with Mikey & But Cute

• But Cute Website 
• TikTok: @butcutetoys
• But cute club Discord channel 

Join the Conversation!

Are you an adult with an emotional support plushie? Has a comfort item helped your mental health? 

Follow but cute, join their discord community and tag them on social media on posts that focus on embracing imperfections. 

Did this episode inspire you? 

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© 2025 ADHD-ish Podcast. Intro music by Ishan Dincer / Melody Loops  / Outro music by Vladimir /  Bobi Music / All rights reserved.