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ADHD
needs a rebrand
Founder Lisa Christie shares why she objects to the name “ADHD”
Why I hate the name ADHD
I hate the name ADHD. Because people with Attention Deficit Hyperactivity Disorder do not lack attention.
In fact, many people with ADHD have abundant attention, sometimes to the point of intense, sustained focus. The challenge is not whether attention exists, but how consistently it can be directed and regulated.
My frustration isn’t just about semantics. In my work as a Chartered Coaching Psychologist, I see daily how misunderstanding ADHD in the workplace quietly erodes confidence, performance and retention. This one small word is harming company culture, practical policy and, most importantly, those with neurodiversity.
ADHD is about attention regulation, not absence
One of the most persistent myths around ADHD is that it suggests a permanent inability to focus.
But attention isn’t a single, static trait. It’s a dynamic system that shifts depending on interest, motivation, emotional state and context.
People with ADHD often demonstrate what looks like a paradox:
- Deep concentration on tasks that feel meaningful, stimulating or urgent
- Significant difficulty sustaining focus on tasks that feel vague, repetitive or irrelevant
It’s not because they’re lazy or don’t want to put the effort in. It’s simply a difference in how the brain regulates attention – in particular when it comes to dopamine, a neurotransmitter strongly linked to motivation, reward and focus.
Feeling that dopamine
When a task sparks interest, dopamine increases, and focus can become intense, sustained and highly productive. This is where hyperfocus comes in: a state many people with ADHD know well, and one that can be a genuine strength when recognised and supported.
The difficulty arises when tasks don’t naturally generate interest, and therefore don’t trigger the same neurological support for focus.
My ADHD rebrand
Many adults with ADHD arrive in my coaching feeling ‘bad at admin’ or not living up to their potential.
I also train leadership teams to understand attention is something that varies by context and can be influenced and supported – whether members have a diagnosis or not.
Because when people are repeatedly told – implicitly or explicitly – that they have a “deficit”, it’s not surprising their self-esteem suffers.
I think ADHD deserves to be known as an attention regulation difference rather than an attention deficit. For me this is the first step in restoring confidence and agency in those with ADHD. It opens the door to practical strategies and motivation.
What can leaders do differently?
When ADHD shows up at work, it’s often in one of two main ways:
- Patchy performance across tasks
- Heightened sensitivity to feedback and perception
Rather than someone lacking ability or effort, ADHD is usually about where attention goes and how easy it is to sustain it.
These small leadership shifts will help everyone across the team, but will have the biggest impact on those with neurodiversity.
- Be clearer than you think you need to be
Tasks that are vague, long-term or low in perceived purpose are harder to focus on.
Leaders can help by being explicit about what good looks like – giving clear outcomes, priorities and next steps. Clarity reduces the mental effort of working out where to start, freeing attention for the work itself.
- Make the relevance visible
Attention is easier to sustain when a task feels meaningful.
If someone struggles with admin or routine work, it’s often because they don’t see the point, not because they don’t care.
Taking a moment to explain why a task matters, and how it connects to the bigger picture, can significantly improve focus and follow-through.
- Use accountability as support, not control
Regular check-ins, shared deadlines or working alongside someone can provide the external structure that helps attention stay on track.
This isn’t micromanagement, it’s recognising that some people do their best thinking with others, not in isolation. Light-touch accountability can be a scaffold, not a constraint.
- Be precise with feedback
Many people with ADHD are highly sensitive to perceived criticism. A throwaway comment, a change in tone, or a vague “this needs work” can become the overwhelming voice in someone’s head that crowds out everything else.
Specific, concrete feedback leaves less room for interpretation. Naming what’s working – as well as what needs to change – helps prevent attention from fixating on perceived failure.
- Ask how feedback lands best
One size does not fit all.
Some people process feedback better in writing first, others in conversation. Asking this upfront ensures feedback is actually heard, rather than triggering defensiveness or disengagement.
The strength in ADHD
When we continue to frame ADHD as a deficit, we subtly reinforce the idea that some brains are “less than”.
But here are some strengths many with ADHD have that can hugely help a business:
- Creativity
- Problem-solving
- Intensity
- Deep focus
- Original thinking
Understanding that ADHD isn’t a deficit, and moving towards more evidence-based understanding, will not only support neurodivergent individuals, but build a more resilient, human and effective organisation.
To find out more about how to increase neuroinclusion get in touch now: lisa@genpotential.com
Or check out our e-learning for on-demand leadership toolkits – On demand neurodiversity toolkit for leaders
