How to Unlock ADHD Motivation Using the INCUP Framework

Relying on motivation to simply show up when you need it is not sustainable for ADHD brains. We have an interest-based nervous system, which means we get motivated to do something when it is genuinely interesting to us. Unlike those with an importance-based nervous system, who get motivation from how important it is for something to get done.

Instead of waiting for motivation to magically appear, it can be helpful to understand what makes a task more motivating for you, and how you can intentionally use those elements.

The INCUP framework was coined by William Dodson, a leading psychiatrist in the ADHD space. These are the 5 pillars of motivation: interest, novelty, challenge, urgency and passion.

Let's go over what each of these pillars mean, and how you can use these concepts to make your own motivation.

Introducing the Pillars of INCUP for ADHD motivation

Interest

People with ADHD may be particularly drawn to activities that are interesting, stimulating or immediately rewarding. Adding more interest to a boring task can make it easier to engage with.

For example:

• Put on music or a podcast while you work

• Find a way to gamify what you're doing

• Use body doubling, or co-working with a friend

• Find the most interesting part of the task and lean into it

Novelty

Like interest, novelty is another thing that helps trigger dopamine release. Novelty simply means introducing something new or different into your usual routine. Doing your tasks in the same space, in the same way gets boring (and when you have ADHD... it can get boring fast). Finding ways to make things feel fresh again and bring back their spark is key.

• Bring your work to the library or a coffee shop

• Move around furniture and decorations

• Complete tasks in a different order

• Have a few variations of the same routine that you rotate around

Challenge

Sometimes, easy is boring. Adding a bit of challenge can make things more engaging. Be careful not to make it too challenging, as this can become frustrating as well. It's about finding a level of challenging that’s engaging without becoming so difficult that you shut down or start avoiding the task. Ensure it is something you can realistically achieve, as setting ourselves up to fail only reinforces negative self-talk.

• Race against a timer

• Try and beat some sort of personal record

• Do a slightly more challenging version of the task
  
  

Urgency

This is one a lot of us have naturally adopted as a coping mechanism through procrastination! What appears to be a character flaw is actually how we're sparking motivation. Unfortunately relying on last minute urgency can also be stressful and isn’t always sustainable. Utilizing urgency is about finding ways to implement it in a healthier way.

• Create micro-deadlines (reinforced with external accountability)

• Schedule someone to check in with you at a certain time

• Set a timer or countdown while you work

If you find yourself doing everything except the thing you actually need to do, check out my post on procrastivity.

Passion

Passion is about connecting a task to something that matters to you. When something truly connects with your values, identity and who you want to show up as in the world, it supports intrinsic motivation. Intrinsic motivation comes from finding the task personally meaningful or rewarding, rather than relying entirely on external pressure or rewards. Finding ways to foster intrinsic motivation is perfect for our interest-based nervous systems!

• Draw connections between your tasks and your values

• Find a way to remember your "big picture" and where this task is ultimately taking you

• Celebrate your wins, big and small!

How to use INCUP in Real Life

You don’t need to start by trying to find ways to use all five pillars all at once. Actually, that would probably defeat the purpose! Instead, when you find yourself struggling to get started, try asking yourself the following questions:

Interest: How can I make this more interesting?

Novelty: How could I do this differently?

Challenge: How could I make this more engaging?

Urgency: How could I create a little external accountability?

Passion: Why does this matter to me?

You aren’t trying to find a perfect “motivation formula”. Just allow yourself the freedom to experiment, and see if any of your answers spark something for you.

Finding Ways to Work With Your Brain

Living a better, more functional life with ADHD isn't about "willpower" or "fixing" anything. It's all about learning how you can work with your brain, not against it.

By understanding the INCUP pillars and applying them to your life, you can start experimenting with different ways of creating and sustaining motivation when it doesn't just happen automatically. Adding in elements of even just one INCUP pillar can help!

Still struggling to get yourself moving?

Understanding how motivation works is one thing, but knowing how to apply it to your life is another.

If you find yourself knowing what you need to do but can’t get yourself to actually do it, ADHD coaching can help you figure out what’s getting in your way, and leave you with personalized strategies that work with your brain.

The next step is a free 20 minute discovery call. It’s a no-pressure chance to meet and explore how coaching can help you!

Last Updated: August 2026