We’re joined by Liz Goodbrand, certified ADHD and neuro-inclusion coach and founder of The Goodspace, supporting neurodivergent professionals and the organisations they work in.

We talk about her pivot from corporate marketing leader to founder, how neurodiversity shows up in marketing teams, and practical ways leaders can build more neuro-inclusive environments. We cover burnout, masking, and how Liz is building an accessible coaching offer.

Liz shares advice that’s useful for anyone: tune into your needs, manage your energy, and build trusting relationships at work.

Episode map

00:00 – 00:38 | Welcome
Introducing Liz, plus two key threads: her career pivot and the link between marketing and neurodivergence.

00:39 – 01:25 | Liz’s marketing career
A traditional path into leadership — and why coaching and developing people became the most energising part.

01:26 – 05:47 | The pivot: ADHD diagnosis, burnout, and rethinking the next 20 years
Processing diagnosis, unlearning coping strategies, and choosing work that aligns with strengths and values.

05:48 – 06:46 | Founder-market fit: building from lived experience
Why founder-led businesses built around a lived problem resonate — and why corporate life can make it hard to be fully yourself.

07:10 – 09:52 | Naming The Goodspace: values-first brand building
A workshop-led naming process and the meaning behind “space.”

10:23 – 14:56 | Marketing your own business is harder than marketing someone else’s
Overthinking, rejection sensitivity, and losing the “team brain” you get in corporate.

14:57 – 16:36 | Small business agility: creative campaigns without red tape
Fast experimentation and the freedom founders have to ship ideas quickly.

16:54 – 22:00 | The Four Ps and evolving ICP: from 1:1 coaching to accessible group programmes
How Liz’s ideal customer expanded through conversations — and how group offers improve access and community learning.

22:01 – 24:39 | Co-creation in practice: building better events and better marketing
How co-creating with your audience improves decisions, outcomes, and participation.

24:40 – 28:47 | LinkedIn: from broadcasting to two-way relationship building
Confidence-first posting, then deeper engagement: DM follow-ups (not salesy), generous commenting, and using polls/comments as insight.

28:48 – 35:24 | ‘Visibility’ in 2025 and why engagement metrics can mislead
You don’t need virality — you need to resonate. Some ideal customers may never engage, but still reach out.

35:25 – 39:28 | Defining neurodivergence + why marketing attracts neurodivergent talent
Neurodivergence as an umbrella term (ADHD, autism, dyslexia, dyspraxia, etc.), and why marketing fits: creativity, fast pattern-connection, curiosity, boldness, risk tolerance, emotional intelligence.

39:29 – 44:58 | What neuro-inclusion looks like at work
Manager behaviours that help: open conversations, remove barriers, be explicit in briefs, use plain English — plus small adjustments like flexible start times.

44:59 – 47:43 | Supporting yourself at work: energy management as a performance lever
Liz’s framework: check energy daily (1–10), recharge before high-stakes moments, and use “active rest” — plus basics like hydration, protein, fresh air.

47:44 – 53:23 | Managing neurodiverse teams: treat people as individuals and build psychological safety
Support starts with trust: invest in relationships so people feel safe sharing needs.

53:24 – 57:11 | Rumination: the ‘hand on the hot stove’ analogy
A mental model for breaking rumination loops — with the first step being simply noticing the spiral.

57:12 – 58:23 | Wrap-up and where to find Liz
Find Liz on LinkedIn (Liz Goodbrand) and at thegoodspace.uk.