Behaviour Change Scientist: Late Diagnosed ADHD & Addiction

In this episode, Ben sits down with bestselling author, psychologist and behaviour change expert Shahroo Izadi for a deep, honest conversation about ADHD, addiction and how habits really form. Diagnosed with ADHD later in life, Shahroo reflects on how years spent working in addiction services helped her make sense of her own impulsivity, shame cycles and coping strategies - long before she had the language for neurodivergence. Together, Ben and Shahroo unpack why addiction is often misunderstood, how neurodivergent brains are especially vulnerable in a frictionless modern world, and why behaviour change isn’t about willpower or fixing yourself. This is a compassionate, practical conversation about trust, self-belief and designing habits that work with your brain - not against it. #adhd 00:00 Introduction 01:26 Shahroo Izadi’s ADHD Diagnosis & Personal Journey 08:12 ADHD, Neurodivergence & Addiction: What’s the Link? 11:44 Is Addiction a Disease — or a Coping Strategy? 13:04 Why Willpower Fails: Understanding Habit Formation 16:50 ADHD vs Autism: Impulsivity, Dopamine & Delayed Reward 19:08 ADHD & Addiction: Shahroo’s Framework for Sustainable Change 29:18 Trusting an ADHD Brain After Years of Self-Criticism 33:33 Applying Behavioural Psychology to Living With ADHD 36:15 The ADHD Tax: Shame, Avoidance & Hidden Costs 39:25 External Dependence, Coping Mechanisms & Control 42:03 Shahroo’s 3 Practical Tips for Lasting Behaviour Change 52:13 Ben on Addiction & Recovery: Choice Without Deprivation 58:47 What We Still Get Wrong About Addiction & Neurodivergence 1:02:02 Healthy Habits vs Addiction: Where’s the Line? 1:07:21 Addiction, ADHD & Autism: What Needs to Change Systemically 1:15:20 Shahroo’s Green Dot Badge The Hidden 20% is a charity founded by ADHD & autistic entrepreneur Ben Branson. Our mission is simple: To change how the world sees neurodivergence. No more stigma. No more shame. No more silence. 1 in 5 people are neurodivergent. That’s 1.6 billion of us - yet too many are still excluded, misunderstood, or left without support. To break the cycle, we amplify voices, challenge myths, and keep showing up. Spotlighting stories, stats and hard truths. Smashing stereotypes through honest voices, creative campaigns and research that can’t be ignored. Every month, over 50,000 people turn to The Hidden 20% to feel safe, seen and to learn about brilliant brains. With your support, we can reach further, grow louder, and keep fighting for the 1 in 5 who deserve more. Join us at https://www.hidden20.org/donate Become a monthly donor. Be part of our community where great minds think differently. Buy books by our guests, and support The Hidden 20% at the same time: https://uk.bookshop.org/lists/hidden-... Host: Ben Branson Production Manager: Phoebe De Leiburné Video Editor: James Scriven Social Media Manager: Charlie Young Music: Jackson Greenberg Brought to you by charity THE HIDDEN 20% 1203348 Spotify: https://open.spotify.com/show/2g80pw5... Apple Podcasts: https://podcasts.apple.com/us/podcast... Website: https://www.hidden20.org Instagram:   / hidden20charity   TikTok:   / hidden20charity   Ben Branson:   / seedlip_ben   hidden20.org/donate