As someone who lives with ADHD and Autism (AuDHD)—diagnosed at the ripe age of 45—I’ve spent a lot of time trying to understand what helps me thrive, why some things are so hard to do, and what sends me spiralling toward burnout.
Over the years, I’ve come back again and again to a concept called INCUP. Since discovering it, I’ve found it incredibly helpful for understanding what motivates ADHD (and AuDHD) brains—and how making intentional tweaks can make a massive difference in how we live, work, and show up.
What Is INCUP?
Coined by psychiatrist Dr. William Dodson, INCUP refers to five key factors that tend to motivate interest-based nervous systems, like many of us with ADHD or AuDHD.
- Interest: If we care about what we’re doing—or it taps into a value, strength, or special interest—we’re far more likely to engage.
- Novelty / Nuance: The ADHD brain craves stimulation. A shift in environment, method, or approach can reignite energy and focus.
- Challenge: If something’s too easy, it’s boring. If it’s too hard, it can lead to shutdown. But the right amount of challenge? That’s where the magic happens.
- Urgency: A little pressure helps. Deadlines (especially mini ones), countdowns, and body doubling can all kickstart momentum.
- Passion / Purpose: Connecting to something meaningful—like a goal, a cause, or simply helping someone—can help us push through when motivation wavers.
INCUP isn’t a to-do list. It’s a lens. A tool to help you work with your brain, not against it.
Why the INCUP Framework Works for ADHD and AuDHD 🧠
Our brains are wired for difference. And INCUP can help explain why certain tasks light us up while others leave us stuck or flat.
As an AuDHDer, and someone who works with many AuDHD and Autistic clients, I’ve also noticed that INCUP is still incredibly relevant, but it needs gentle adaptation. Many of us also thrive on routine, predictability, sensory regulation, and consistency. So part of the art is finding the right balance between stimulation and support.
Some days, you’ll need more novelty. Other days, purpose will carry you through. And sometimes… none of it works. That’s okay too.
Here’s how INCUP shows up in real life for me
Interest
Interest is the spark that can pull us into a task and help make it feel almost effortless, at least for a while.
A few years ago, deep in burnout, I started a 4,000-piece jigsaw puzzle of Roman art. I didn’t expect much. But once I started, I was surprised how the hours just flew by.
I was fully immersed, not forcing myself to focus but naturally absorbed and challenged in the right way.
The puzzle was beautiful, tactile, and familiar in a comforting way (I loved jigsaws as a kid). I also have a special place in my heart for Rome, and the puzzle reminded me that when the right kind of interest is sparked, ADHD/AuDHD brains come alive.
The trick, of course, is that we can’t summon interest on demand. That’s where the rest of INCUP helps balance things out.
Novelty / Nuance
Novelty doesn’t have to be dramatic. Sometimes, it’s a small shift – trying a new app, changing scenery, gamification, or doing things out of order.
‘Newness’ can reignite interest, spark that dopamine, and help break us out of inertia.
And that nuance—a tweak in environment, routine, or method—can be a powerful support for sustaining energy and managing executive functioning challenges.
For me, a recent shift was starting Reformer Pilates to recover from a knee injury (cheers, Freya). I’d been avoiding the gym-something that’d worked so well for me for eight months-but I had a blockage, and I knew I needed to try something different to stay active.
It’s slightly outside my comfort zone—I’m not usually a ‘class’ person, I like solo activities—but it’s been energising. I feel stronger, more flexible, and more motivated. Plus, it feels proactive for this phase of life (hello, perimenopause).
Challenge
This one’s tricky. The right amount of challenge is energising. But too much? It can lead to panic or paralysis.
A few years ago, I coordinated a national event. On paper, I was perfect for it – a strong project management background, awards under my belt. But inside? I was anxious, overstimulated, and burnt out.
I got it done. But at a cost.
That experience reminded me: Just because I’m good at something doesn’t mean it’s good for me.
Since then, I’ve become more intentional about challenge. I use mini-deadlines, self-imposed accountability, and scaffolding to keep things manageable. And I no longer say yes to things that will completely dysregulate me.
Urgency
I need deadlines. They help activate my brain when open-ended tasks don’t.
But too much urgency—or being pushed into something I didn’t choose—can flip me into shutdown or PDA-mode (demand-avoidance). It’s a delicate balance.
Recently, I had to write a report for a client. It wasn’t due for months, so I delayed starting it. (Classic.)
A friend reminded me to “eat the frog”, so I broke it down into smaller tasks with mini-deadlines. That made it doable.
These days, I’m also experimenting with low-stakes urgency: using body doubling, timers, or scheduling blocks for future me to step into with less resistance.
And if I notice demand-avoidance really kicking in, I take a step back to explore ‘why’. Whether it’s the tone someone used to ask me to do something, that I agreed to when I should have said no, or it’s something I genuinely don’t want to do because it conflicts with my core values, needs, and priorities.
Passion / Purpose
This one’s easy. Coaching.
Every session reminds me why I do what I do. I feel connected, energised, and deeply aligned with my values.
After years of jobs where I had to mask or push through burnout, coaching feels like home. It’s real. It’s human. It matters.
I show up fully as myself—unmasked, a bit quirky, honest, and present. No performance. No masking. Just purpose. And it just feels right.
Bringing INCUP Into Your Life
If you’re feeling stuck, burnt out, or unmotivated, try a quick INCUP check-in. Ask yourself:
- I – Interest: What’s interesting about this? Can I link it to a value, strength or interest?
- N – Novelty / Nuance: Can I do this in a different way? What’s one small change that would make this feel fresh? Can I mix things up by making it more fun or gamifying it?
- C – Challenge: Is this the right level of challenge? Too much? Too little? Can I break it down?
- U – Urgency: What kind of urgency helps me (without frying my nervous system)? Do I need a soft deadline, accountability buddy, or a timer?
- P – Passion / Purpose: Why does this matter to me, or someone I care about?
Final Thoughts
INCUP isn’t a magic fix. But it’s a tool that helps you understand how your brain works—and what it needs to thrive.
For AuDHDers, it can also help you strike that balance between stimulation and regulation. Because sometimes we need novelty, and sometimes we need repetition. Sometimes we need a deadline, and other times, we need time to process.
There’s no perfect formula. However, with curiosity, experimentation, and self-compassion, you can begin building a life that feels more aligned and more authentic to you.
