Redefining Success After Loss: ADHD-Informed Support for Small Business Owner Burnout

Finding clarity, boundaries, and balance in the midst of overwhelm and unexpected life changes.

Scaling the business as it was would have meant scaling fatigue and frustration, not just financial success.

Introduction: A Twist in the Story

For many entrepreneurs—especially those with ADHD—the drive to succeed can sometimes lead us straight into overwhelm without even realizing it.  This is exactly what happened with my client Steph Cottrell, whose journey to scale her business suddenly transformed into a wake-up call about boundaries, burnout, and what truly matters. This case study reveals how working with a business strategist coach can uncover hidden patterns of small business owner burnout and so much more.

The Hidden Costs of Collaboration

Steph Cottrell started 2025 with high hopes, having hired me as her business strategist coach to guide her through scaling her prosperous marketing and web development business. Already experiencing a steady stream of clients, many derived from years of hard-won referrals and collaborations, Steph anticipated that with the right strategies and support, the next level was simply about working smarter so she could scale.

But just a couple of coaching calls in,  I noticed an uncomfortable truth: Steph was doing almost all of the heavy lifting in her so-called "collaborations." She was the rainmaker, the project manager, and the glue holding things together. As she put it, the realization was jarring: "Oh, shit, all the work—and I'm only getting a third of the benefit of that." This epiphany forced Steph to hit pause and reconsider the very structure of her business and collaboration in general—and this pause helped her realize the reality of small business owner burnout that had gone previously unrecognized.

Boundaries, Blind Spots, and Burnout

One of the recurrent themes in our work together was the challenge many ADHD entrepreneurs face in setting boundaries.  In my observation, the vast majority of small business owners with ADHD have some pretty shitty boundaries. We often give other people more credit than they deserve.

For Steph, the lack of boundaries led to exhaustion and resentment—the hallmarks of small business owner burnout. Scaling the business as it was would have meant scaling fatigue and frustration, not just financial success. It took a frank conversation—one Steph dubbed "the day Diann burst my bubble"—for her to acknowledge that her business model, built on the illusion of collaboration, was unsustainable.

It was a tough reckoning, especially since these relationships were both long-standing and emotionally significant. But as her business strategist coach, I cautioned Steph, “If you build on this faulty foundation, you're just scaling your own detriment. Addressing setting boundaries became essential to her business's survival.

Reclaiming Agency: Permission to Redefine Success

A pivotal part of this transformation was the realization that Steph didn't have to make all-or-nothing choices about her collaborators.  I pointed out, "If you enjoy working with them, work with them, and if you don't, don't." That simple permission gave Steph the space to truly reflect and craft business relationships on her own terms—a crucial step in recovering from small business owner burnout.

This period of introspection also sparked a shift in how she defined her business's purpose and her own fulfillment. Instead of just following the momentum of her career, Steph began to ask: "Where is my passion in the business? Where do I get the most fulfillment out of the work that I'm doing?" This is the kind of strategic thinking a skilled business strategist coach helps facilitate.

When Life Interrupts: Grief and A New Perspective

All these realignments came to a head when a family crisis struck: Steph's father became suddenly ill and passed away within two months. With this loss, her priorities were thrown into sharp relief.

The experience clarified, more than ever, that her business needed to be flexible—adaptable enough to support her desire to spend precious time with her widowed mother and siblings, and responsive to life's unpredictably urgent demands. This required serious setting boundaries work around client relationships, and project commitments.

Instead of hitting pause on growth, Steph, with my support as her business strategist coach, redesigned her business to be "interruptible"—focusing on solo projects and personal client relationships that gave her the autonomy and balance she needed, effectively preventing future small business owner burnout.

Clarity, Action, and the Power of ADHD Strengths

Once Steph reconnected to her values and strengths through intentional setting boundaries work, she moved with renewed purpose. No more waiting for the "right" moment—her new mantra became: "If it feels right and it feels good, I'm gonna go for it."

This clarity led to a comprehensive website revamp and a streamlined focus on serving B2B consultants—the clients she most resonated with and could empower. In my experience, when people with ADHD act from clarity, our creativity and resourcefulness shine, and Steph became a prime example of that. 

Conclusion: Don't Wait

Don't wait. Don't overthink it. Reconnect with your values, define your own success, and take decisive steps—because life is unpredictable, and your time and energy are precious resources. Working with a business strategist coach who understands neurodivergent needs can help you address small business owner burnout before it derails your dreams.

If you'd like to hear the full episode on the ADHD-ish Podcast, you can do that here.