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

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...