Authentic Marketing for Neurodivergent Business Owners

Mar 16

So many small business owners obsess about how their ADHD struggles make things more challenging, but there is a bigger picture at play. When you identify your ADHD strengths and use them as your competitive advantage, now you are cooking with gas.

My friend, Iris Goldfeder is a marketing strategist and owner of Gas Stove Creative. I want to share how she leans into her ADHD strengths of empathy, systems thinking, strategic listening, and radical authenticity to run her successful marketing agency. These strengths not only drive her business success but also help her identify her perfect client fit for sustainable partnerships.

Iris lives in Indiana with Heather, her wife of 22 years. In addition to her rather impressive collection of Star Wars memorabilia, Iris is a musician and member of the band "The Infringements," a dog mom, and fellow enthusiast of F-bombs and radical authenticity.

Here are three key takeaways from a recent conversation:

👉 Systems Thinking as an ADHD Strength: Iris emphasized the importance of having team members who understand the interrelated pieces of the puzzle. This holistic approach ensures smoother operations and greater overall success. When it comes to client fit, systems thinking helps Iris see how each client's needs interconnect with her agency's capabilities and values, creating more strategic partnerships.

👉 Empathy and Emotional Intelligence: Empathy is a crucial skill for understanding and addressing client needs effectively. Iris shared how truly listening enables you to envision solutions and build deeper, more meaningful client relationships. This deep listening also serves as an early indicator of client fit, allowing her to sense when there's genuine alignment versus when someone might be a challenging match.

👉 Authenticity Over People Pleasing: Being true to who you are not only attracts the right kind of clients but also allows you to bring your best, most creative self to your work. Iris's commitment to radical authenticity naturally filters for better client fit by repelling people who don't appreciate her direct communication style while attracting those who value genuine, unfiltered expertise. This approach has allowed her to build a client base that truly understands and appreciates her unique perspective.

Fun Fact about Iris: She has a "fuck jar.” It's an oh-so-relatable way of managing those moments when you just run out of fucks to give. A must-have for any ADHD entrepreneur, if you ask me! Jar of F*cks

Recommended reading/listening:

“The Let Them Theory” by Mel Robbins - how to break free from letting other people’s opinions and judgments affect you. And, in case you didn’t know, Mel was diagnosed with ADHD at age 47.

Want more Iris in your life?

Website - Podcast - LinkedIn - Free website audit

Are you going to Neurodiversion 2025 in Austin, Tx March 27-29th?

I’ll be there too, and hosting a Meetup for Neurodivergent Entrepreneurs and Business Owners. DM me on LinkedIn or send me an email to let me know. I’d love to meet you there!

systems thinkingmarketing with empathyclient screening