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.
Join us at hidden20.org/donate.
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Host: Ben Branson
Production Manager: Phoebe De Leiburné
Video Editor: James Scriven
Social Media Manager: Charlie Young
Music: Jackson Greenberg
Head of Marketing: Kristen Fuller
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 AuDHD 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 hidden20.org/donate.
Become a monthly donor.
Be part of our community where great minds think differently.
Brought to you by charity The Hidden 20% #1203348
______________
Follow & subscribe…
Website: www.hidden20.org
Instagram / TikTok / Youtube / X: @Hidden20charity
Ben Branson @seedlip_ben
Shahroo Izadi @shahroo_izadi
www.shahrooizadi.co.uk
If you'd like to support The Hidden 20%, you can buy a "green
dot" badge at https://www.hidden20.org/thegreendot/p/badge. All
proceeds go to the charity.
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