How Can Agencies Build Systems That Work for Different Brains?

It’s no secret that agencies tend to attract a certain kind of mind: fast thinkers, idea generators, and people who see possibilities where others see problems.

But the systems we use to run agencies – project management software, tight deadlines, time tracking, endless admin – are often built for a completely different type of brain. One that is motivated by importance.

Many people, particularly those with ADHD, operate differently.

“Our nervous systems are interest-based,” explains Collette Easton, multi-agency owner, turned coach and fractional people officer. “Unless something gives you that dopamine hit, it’s really hard to start.”

That difference creates tension inside many agencies.

People who are brilliant at solving problems or generating ideas can struggle with the operational side of the work; leaders misinterpret behaviour as laziness or lack of discipline; teams misunderstand each other.

And many people end up quietly asking themselves the same question Collette once did: “What the hell is wrong with you?”

After building and exiting multiple agencies, Collette was diagnosed with ADHD at 48.

The diagnosis reframed her entire career – and sparked a deeper exploration into how different brains actually work at work.

Now, alongside coach and former MD Nick Silverstone, she’s helping agency leaders understand what this means in practice — from communication habits to management systems that actually work for the people inside them.

👉 Who is this session for?
Agency leaders, managers, and team members working alongside – or identifying with – ADHD and neurodivergent thinking styles, who want to better understand how different brains approach agency life. Relevant for agencies of all sizes.