Is planning becoming a distraction?
William Cerdelli spent years building productivity systems, tweaking workflows, and optimizing how he worked, only to realize that sometimes the excitement of building the system was greater than actually doing the work. In this episode, we explore ADHD self-awareness, productivity traps, hyperfocus, energy management, startup building, and the lessons William learned while creating Stu, a physical AI desk companion designed to help people with executive dysfunction stay on track.
William Cerdelli is the co-founder of Hey Stu, an AI-powered desk companion designed to help people with ADHD manage executive dysfunction, focus, and productivity. Originally from Italy, William transitioned from a career in data science to full-time startup building after seeing strong demand for Stu, which sold out its first production run and quickly attracted hundreds of pre-orders.
Episode Highlights
00:09:07 — When planning becomes more exciting than doing
William describes a pattern many ADHD people recognize: spending hours designing productivity systems instead of completing the actual work. Learning to recognize when optimization becomes avoidance helped him become more intentional with his time.
00:10:00 — Managing the hyperfocus and burnout cycle
Some days William feels capable of working 15 hours straight, but that intensity often comes with a cost the following day. Developing awareness around energy management became just as important as managing tasks.
00:11:30 — Why ADHD thinking can be a founder advantage
William explains how rapid context-switching, non-linear thinking, and years of exploring random hobbies became valuable strengths when building a startup. The same traits that can look like distraction often create unexpected connections and creative solutions.
00:14:30 — Building Stu to reduce executive dysfunction
After speaking with members of the ADHD community, William saw an opportunity to create something different from traditional productivity apps. Stu was designed as a physical desk companion that helps users organize tasks, capture thoughts, and stay focused without adding more screen time.
00:18:00 — Selling 100 prototypes before they existed
What started as a simple experiment quickly turned into a real business. William shares the chaotic story of manually producing and delivering the first 100 Stu devices using 3D printers and a small team working around the clock.
00:32:00 — The productivity skill most people overlook
Instead of filling every spare moment with more inputs, William argues that doing nothing can be surprisingly valuable. Taking walks, staring at the water, and allowing the brain to rest became an important part of maintaining focus and creativity.
Connect with William:
Website: https://www.heystu.io/
LinkedIn: https://www.linkedin.com/in/william-cerdelli/
Connect with Jeremy:
LinkedIn: https://linkedin.com/in/nageljeremy
Email: jeremy@focusbear.io
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