If you have watched the hit TV show Billions, you know the character Dr. Wendy Rhoades. She is the brilliant in-house performance psychologist who helps ultra-wealthy hedge fund managers and cutthroat founders unlock extreme performance, navigate crises, and destroy their mental blocks.

But Wendy Rhoades isn’t just a fictional character trope. The Wall Street Journal recently compared the fictional Wendy to a very real person: Dr. Julie Gurner.

Dr. Gurner is one of the most sought-after executive performance coaches in the country. With a background in adult psychopathology and forensics—including a stint working in a Supermax prison—she now spends her days in the trenches with CEOs, billionaire founders, and elite operators. She helps the top 0.01% reach the next level psychologically.

In a recent interview, Dr. Gurner shared the exact traits, mindsets, and peak performance psychology strategies that separate the ultra-successful from everyone else. Here is how you can apply them to your own life.

1. The Defining Trait of the Top 0.01%: Audacity

When looking at the ultra-successful, one trait stands out above the rest: Audacity.

Audacity is the refusal to follow the “imaginary rules” that govern most people’s lives. Society teaches us certain boundaries: you cannot apply for that job unless you have exactly five years of experience, a small startup cannot pitch a major bank, or you do not belong in certain rooms because of your background.

According to Dr. Gurner, the top 0.01% operate with an almost complete unawareness of these artificial limits.

“They don’t follow the rules that everyone else seems to follow that are actually very artificial,” Gurner explains. “That audacity to go for these larger things… is really how they skip steps that everyone else is still trudging through. We’re all going on the crowded path, and they just find this little dirt road to get to outcomes we are eight years away from.”

How to Apply It: Adopt the disposition of “What if it goes right?” instead of “What if it goes wrong?” We chronically overestimate the true risk of failure. In reality, most failures are temporary and quickly forgotten by the public. Take the side path. Shoot the uncomfortably large shot.

2. The Repetitive Reflex: Stop Trying to Fix Your Weaknesses

There is a common misconception (the halo effect) that high performers are exceptional at everything. In reality, they are usually only great at one or two things—but they lean into those strengths relentlessly.

Dr. Gurner points to Elon Musk as a public example. Musk is a visionary company builder and resource gatherer, but he famously relies on operators like Gwynne Shotwell at SpaceX to handle the granular day-to-day operations, NASA contracts, and internal management.

“If you start as above-average on something and put force behind it, the separation between you and everyone else is dramatic,” Gurner notes. “But if you focus all your time on the things you are below average at, maybe you’ll bring them up to average. That’s not where you get escape velocity.”

How to Apply It: Identify your unique, outlier strengths. Double down on them. Stop judging yourself for the things you are bad at, and either delegate them, outsource them, or partner with someone who thrives in those areas (the “spreadsheet person”).

3. Stop Suppressing Negative Emotion: Use It as Fuel

The modern wellness world is currently obsessed with stoicism—the idea that you should remain perfectly tempered, suppress extreme emotions, and remain unaffected by the world.

Dr. Gurner pushes back hard against this, arguing that suppressing intense emotion is a massive waste of energy.

“If you have anger or rage, why would you suppress that?” she asks. “You are killing a source of energy that you could channel into something absolutely phenomenal. There are so many wonderful companies and careers built on spite, anger, and ‘I’m going to show you’ energy.”

Humans are meant to experience a full spectrum of emotions. If you have been wronged, you can choose to let that anger destroy you, or you can use it to work 80-hour weeks, build an empire, and make your life phenomenal.

How to Apply It: Do not let negative emotions turn you into a toxic person to those around you, but absolutely use the internal fire of a perceived slight or past failure to fuel your daily actions.

4. Be Quirky, Not Humble

If you want to reach the highest levels of success, “be humble” is often terrible advice.

Humility is frequently confused with modesty or self-deprecation. If you constantly devalue your contributions, the people who desperately need your specific skills will never find you. Knowing what you are great at, and proudly sharing it with the world, does not make you arrogant—it makes you useful.

Furthermore, do not sand down your edges to fit into a corporate mold.

“Everyone is pushing toward conformity, and it is the wrong path,” Gurner says. “If you push to fit in with everyone else, and then you’re mad that your outcomes aren’t different, there’s a reason for that. We remember people because of their quirks.”

How to Apply It: Own what you are great at loudly. Lean into your strange hobbies and unique personality traits. The friction of your “weirdness” is exactly what makes you memorable and separates you from the conformist pack.

5. Reframe Obstacles as Challenges

At the end of the day, Dr. Gurner says her main job as a psychologist is simply to help high-achievers get out of their own way. We all know what the optimal decisions in our lives are, but we invent excuses and barriers to avoid doing the hard work.

The simplest, most scalable tool to fix this is reframing.

“How you frame everything is how you approach it,” Gurner explains. “When you see an obstacle or a problem, reframe it into a challenge. Think, ‘How could I productively think about this that is equally true?’ We get so tunneled in that we don’t see other ways of thinking about the same challenge that could get us amped up to tackle it.”

The Bottom Line: Don’t Ignore the Haunting Agitation

Many people walk around with “haunting agitation”—a nagging voice whispering that they could be doing more, living bigger, and fulfilling a dream they abandoned long ago.

Do not let that whisper become a scream of regret later in life.

The difference between those who achieve outlier success and those who don’t is simply a willingness to make sacrifices. Map out the life you want, figure out exactly what it costs (both financially and in terms of effort), and have the audacity to go get it.

Checkout this incredible interview with Dr Julie Gurner

It is a common and frustrating paradox for ambitious individuals: you crush your tasks at your 9-to-5, you take flawless care of your family, and you never miss a deadline when putting together a presentation for your boss. But the moment you sit down to work on your own side hustle, you freeze.

You find yourself doom-scrolling, organizing your desk for the fifth time, or staring blankly at your notes.

If you are procrastinating on the exact project that is supposed to give you financial freedom, you might think you suffer from a “fear of success” or a “fear of failure.” But a deeper look reveals that the root cause is much simpler, and much more manageable.

Here is how to get to the root of your procrastination and dissolve it completely.

The “Importance” Trap: Why Your Side Hustle Feels Terrible

Let’s say your side hustle is launching a personal brand—specifically, recording your first series of YouTube videos or a podcast.

When you put together a slide deck or record a training video for your employer, there is a lightness to it. You just do the work. But when you sit down in front of the camera for your own business, the internal narrative shifts drastically.

Suddenly, this isn’t just a video. This is the vehicle that will save you from the corporate grind. This is what will secure your children’s future. This is the ultimate test of your self-worth. It is so important that it becomes terrifying.

When you place world-saving, life-altering importance on a simple task, you introduce massive friction. You create a scenario where:

• Starting feels overwhelming.

• Your tolerance for frustration plummets.

• Every time you stutter or mess up the lighting, it feels like a catastrophic roadblock.

You are demanding perfection out of the gate. And because perfection is impossible, your brain chooses procrastination as a defense mechanism to avoid the inevitable pain of falling short.

The Reality Check: You Are a Terrible Boss to Yourself

If you want to work for yourself, you have to be a good boss to yourself.

Right now, you are operating under the yoke of a relentless perfectionist. If you had a real-life manager who stood over your shoulder, demanding that every single word you speak be flawless, while reminding you that your entire family’s future depends on this one recording, you would hate your job. You would quit.

By demanding perfection, you are actively ensuring that your side hustle remains unlaunched. You are trading the discomfort of a 9-to-5 for the paralysis of a tyrannical inner critic.

How to Overcome Procrastination (Step-by-Step)

To break this cycle, you must fundamentally change your metric for success. Here is the step-by-step method to get your side hustle off the ground.

1. Drop the “Perfect” for the “Fun”

If you tried to doom-scroll perfectly, you would hate doom-scrolling. If you tried to play the guitar flawlessly every time you picked it up, you would never play. The key to consistency is a lack of friction. Your only requirement when sitting down to work on your project should be to have fun.

2. Make Enjoyment the Primary Metric

When you optimize for enjoyment, the quality of your work actually increases. A raw, authentic video recorded with genuine enthusiasm will connect with an audience far better than a stiff, over-scripted, heavily edited video recorded through gritted teeth. Even if the “fun” version is technically flawed, you will have the energy to go back and improve your skills later because you are actually enjoying the process.

3. Apply the 10% Rule

If you are feeling the pressure mount, pause and ask yourself: “How can I enjoy this exact moment 10% more?”

Maybe it means throwing away the script and just talking off the cuff, playing your favorite music before you hit record, or just appreciating the fact that you have the opportunity to build something for yourself.

4. The 7-Day Challenge

For the next week, implement this specific framework when you sit down to work on your side hustle:

Final Thoughts on Procrastination

Procrastination is not a sign that you are lazy, and it does not mean your idea is doomed. It is simply a signal that the pressure you are putting on yourself has made the task too painful to begin.

Stop demanding that your side hustle be perfect. Stop demanding that it saves your life right this second. Make your work lovely to do, focus on having fun, and the procrastination will naturally dissolve.

Information is cheap. Facts, statistics, frameworks, and quotes are everywhere—you can pull up endless data online in seconds. But here is the hard truth: information doesn’t change you, and it doesn’t make you smarter. It just clogs your brain with noise until you can no longer think straight.

Your brain does not magically upgrade raw data into understanding. After generating over $500 million in sales for brands like Shopify and Canva, I learned that the top 1% of high-achievers share a specific process for cutting through the noise. They do not just consume; they process. They understand that to think better than 99% of people, you have to think on paper.

To master this, you first need to understand the Cycle of Learning:

• Information: Raw data.

• Knowledge: Connecting facts and giving them context.

• Understanding: Taking a concept apart and rebuilding it.

• Intelligence: Your capacity to reason and problem-solve.

• Wisdom: Knowing what to do with what you know and applying it in real life.

Wisdom isn’t reserved for old age; it is achievable right now through application. When you interact with a piece of paper, you move from mere information to intelligence by externalizing your thoughts.

Here are the six principles of thinking on paper that will elevate your mind.

1. Acknowledge Your Brain’s 4-Thought Limit

Back in the 1950s, a famous study suggested our working memory could hold seven items at once. Modern research has corrected that: your brain can only juggle a maximum of four things at a time.

When you try to solve a complex problem in your head, your thoughts might feel brilliant, but your brain is essentially just highlighting the one sentence it can currently see. By writing, you externalize those four items onto the page, freeing up your working memory to process and reason further. The moment you write your thoughts down, you will spot the invisible holes in your logic.

The Fix: Next time you are stuck, grab a pen and externalize the variables your brain is juggling. The brilliant idea might collapse on paper, but that collapse is the thinking process.

2. Draw to Double Your Retention

A 2016 study on the “Drawing Effect” revealed that people who drew a simple picture of a concept recalled nearly double the information compared to those who just wrote the word down.

Drawing forces your brain to engage three types of processing simultaneously, creating a much richer memory trace:

The Fix: When learning a new framework, draw it out. Even if it is just circles, boxes, and arrows. For example, draw your business structure to see exactly where you are strong and where you are weak.

3. Use Handwriting to Force Friction

In 2014, the “Pen is Mightier Than the Keyboard” study highlighted a fascinating phenomenon: typists produce way more words, but hand-writers learn more. Why? Because handwriting is slow.

If writing feels hard, it means your brain has stopped skating on the surface and started tunneling into meaning. Typing is too easy; you can transcribe verbatim without thinking. Handwriting creates a desirable difficulty. Because you physically cannot keep up with the speaker, you are forced to compress and process the information into your own words.

The Fix: Carry a physical notebook. Do not transcribe word-for-word. Force yourself to compress what you hear into core concepts.

4. Synthesize, Don’t Just Transcribe

Writing doesn’t help you learn just because you are taking notes; it helps because it forces a transformation of knowledge. Someone who rewrites a concept in their own words learns exponentially more than someone who simply records data.

This maps perfectly to Kolb’s Learning Cycle:

1. Concrete Experience: Living the moment (touching a hot stove).

2. Reflective Observation: Thinking about what happened.

3. Abstract Conceptualization: Connecting the dots (“Hot things burn”).

4. Active Experimentation: Testing the theory.

Writing fulfills the middle two steps, making it an act of application rather than documentation. This is why you forget most self-help books you read—you consume without synthesizing.

The Fix: After every learning session, write a one-page summary. Don’t just list facts; explain what you are going to do differently, and pick one concept to apply today.

5. Take Action to Generate Clarity

There is a field of study called distributed cognition, which proves that thinking doesn’t happen in the brain alone. It happens in a system that includes your environment, your tools, and the representations you create.

Writer’s block happens because you try to analyze before you act. But research into high-stakes professions (like crisis teams and air traffic controllers) shows that people act first, and understand their analysis retroactively. Writing generates clarity; you do not need clarity to start writing.

The Fix: Stop waiting for the perfect idea. If you need a great marketing hook, write 10 tragically terrible ones first. Let your brain react to the bad ideas on the page—that feedback loop will inevitably spawn the 11th, perfect idea.

6. Write Privately to Expose the Truth

We rarely question our own thoughts. If a thought is in our head, we assume it is true. Writing creates metacognition (the ability to think about your thinking) by putting cognitive distance between you and your ideas.

Furthermore, researcher James Pennebaker found that people who wrote privately about emotional or chaotic experiences for just 15 minutes a day showed improved immune function, clearer thinking, and better working memory.

If you only ever write polished content for public consumption or social media, your thinking will remain shallow. You are performing instead of processing.

The Fix: Start a daily writing practice that no one will ever see. Write for 10 minutes every morning about confusing situations, assumptions, or chaotic thoughts. Give yourself permission to be messy and contradict yourself. When you review it, you will expose your blind spots and uncover your best thinking.

Joanna Wiebe has a great breakdown on this:

You’re not lazy. You’re not undisciplined… and you’re definitely not broken.

You’re an entrepreneur with ADHD, and right now you’re probably sitting on 19 unfinished projects, 47 open tabs, and a brain that feels like it’s running on 12 different radio stations at once.

You’ve read the books. You’ve tried the planners, the Pomodoro timers, the accountability groups. You’ve even hired coaches who promised to “fix” your focus. Yet here you are — brilliant ideas, massive potential, and a business that still feels like it’s one step away from collapsing under the weight of your own mind.

Here’s what almost nobody in the entrepreneurial space will admit:

The real struggle isn’t your ADHD. It’s that you’ve been trying to run a neurodivergent brain inside a neurotypical business model — and then beating yourself up when it doesn’t work.

Most advice for entrepreneurs was written by people whose brains work differently. They preach consistency, routines, long-term planning, and steady execution like those things are universal truths. For the ADHD entrepreneur, those “truths” feel like trying to swim upstream in cement. You can force it for a while (and you have), but eventually your brain rebels, the burnout hits, and you’re left feeling like a failure who just needs to “try harder.”

That cycle is quietly destroying more talented founders than cash flow problems or bad hires ever could.

The deeper layer most people never reach is this: your ADHD isn’t a bug in the system. It’s a different operating system entirely. And when you stop trying to install Windows on a Mac and start building everything around macOS, the game changes completely.

The Hidden Addiction That Keeps ADHD Entrepreneurs Stuck

You already know the surface symptoms — time blindness, rejection sensitivity, starting strong and fading fast, shiny object syndrome.

But the real trap is more insidious.

It’s the addiction to chaos and novelty.

Your brain is wired for dopamine. New ideas, big visions, last-minute sprints, high-stakes pressure — these things light you up like nothing else. The boring, repetitive, systems-building work that actually scales a business? It feels like torture.

So unconsciously, you keep your business in a state of controlled chaos. You say yes to too many things. You chase the next exciting opportunity. You avoid building the boring infrastructure because “I work better under pressure anyway.”

And every time the pressure gets too high, you crash, swear you’ll get organized next quarter, and repeat the cycle.

Meanwhile, the neurotypical advice keeps telling you to “just build better habits.” As if your brain is a poorly trained dog that needs more discipline instead of a high-performance race car that needs the right fuel and track.

This isn’t a character flaw. It’s neurology.

And until you stop treating your wiring as something to overcome and start treating it as your greatest strategic advantage, you’ll stay stuck in the same exhausting loop.

The Identity Shift That Changes Everything

The entrepreneurs with ADHD who finally break through don’t “fix” their brains.

They redesign their entire business to work with their brains.

They stop trying to become the consistent, routine-loving founder the gurus talk about. Instead, they become the architect of a system that leverages their natural strengths — hyperfocus, pattern recognition, creative problem-solving, relentless drive under pressure — while outsourcing or automating everything that drains them.

This is the layer most ADHD entrepreneurs never reach because it requires something terrifying: accepting that you are never going to be “normal” at entrepreneurship… and that’s exactly why you can win bigger than most.

Your ability to see connections others miss. Your tolerance for uncertainty. Your capacity to go all-in when something lights you up. These aren’t liabilities. They’re unfair advantages in a world that rewards speed, creativity, and bold moves.

The shift is simple but brutal:

Stop trying to manage your ADHD. Start designing your business around it.

How to Actually Build a Business That Works With Your Brain

1. Stop fighting your energy cycles — weaponize them. Most ADHD entrepreneurs try to force 8-hour focused days. That’s insane. Instead, track when your brain actually works best (for many it’s 10pm-2am or random 4-hour hyperfocus bursts). Build your schedule around those windows. Protect them like gold. Do the deep, high-leverage work then. Use the low-energy periods for admin, calls, or recovery.
2. Build “chaos containers,” not rigid systems. Traditional project management tools feel like cages. Create loose but effective structures that give your brain freedom. Use tools like Notion with massive flexibility, or body-doubling (working alongside someone virtually), or even hiring a “chaos wrangler” — an assistant who thrives on turning your scattered ideas into executable plans.
3. Turn your rejection sensitivity into rocket fuel. That intense fear of letting people down or looking stupid? Channel it into creating ridiculously high standards for your customer experience or product quality. Use it as fuel instead of letting it paralyze you.
4. Outsource the parts that make you want to die. The execution, follow-through, and maintenance phases are where most ADHD entrepreneurs lose. Hire or partner with people who love the details. Your job is vision, strategy, and big swings. Let someone else own the spreadsheets.
5. Create external pressure on your own terms. Deadlines and public commitments work wonders for the ADHD brain. Use them strategically — announce launches, create beta groups, or work with coaches who understand neurodivergence instead of fighting it.

The entrepreneurs with ADHD who are quietly crushing it right now aren’t the ones who finally became “disciplined.” They’re the ones who stopped apologizing for how their brain works and started building empires that are specifically engineered for it.

They have teams that handle the boring stuff. They have systems that flex with their energy instead of fighting it. They’ve turned their “flaws” into the exact reasons their businesses stand out.

Your ADHD brain is not the enemy. The enemy was trying to play the game by rules that were never designed for you.

The moment you accept that and start designing everything… your calendar, your team, your offers, your processes — around how you actually operate, the struggle doesn’t disappear… but it becomes manageable, even exhilarating.

You were never meant to fit the mold. You were meant to break it and build something better.

The world doesn’t need another cookie-cutter entrepreneur. It needs the chaotic, brilliant, all-in, slightly unhinged visionaries who can only operate at full power when the game is built for them.

That’s you.

Stop trying to fix yourself. Start building the business that was always meant to be run by a mind like yours.

Your next breakthrough isn’t going to come from working harder or being more consistent. It’s going to come from finally giving yourself permission to work differently.

And when you do that? Watch what happens.

The same brain that once felt like a curse becomes the exact reason your business becomes unstoppable.

You’ve got this. Not despite the ADHD. Because of it.

If you want to learn more from me or send me a personal message I’ll respond to you on Instagram at https://instagram.com/iamjoelbrown speak soon!