ADHD-ish: "Celebrating Our Imperfections as a Business Strategy"

Host: Diann Wingert
Guest: Mikey Schumacher, Founder of But Cute
Release Date: July 22, 2025

Episode Overview

This episode explores how embracing anxiety, imperfection, and authenticity can become the heart of entrepreneurial success. Diann interviews Mikey Schumacher, the founder of But Cute, an indie plush toy brand that openly weaves mental health, vulnerability, and community into its DNA. Mikey and Diann discuss the benefits of leading with one’s quirks, building a supportive business around imperfection, and how sharing insecurities connects us more deeply with ourselves and others.

Key Discussion Points & Insights

1. Mikey's Entrepreneurial Origin Story

[01:02 – 03:49]

• Mikey shares his childhood fascination with business, from lemonade stands with charitable storytelling angles to his belief:

  “I think every great entrepreneur has a failed T-shirt company.” (Mikey, 01:41)

• He describes early ventures—his attempt at creating a "configurable fidget ring" and a sports-watching game (Backboards)—and how failures educated him about product design, manufacture, and launching.
• Formalizing his skills with a master’s in entrepreneurship, Mikey learned to bridge creativity with business acumen, leading to the launch of But Cute after several educational failures.

2. The Why Behind But Cute: Mental Health & Representation

[03:49 – 06:57]

• Mikey reveals his struggle with anxiety and body image from a young age and how comfort objects, specifically plush toys, soothed him.
• Realization that many plush toys on the market felt generic pushed him to design characters that mirrored real insecurities.
• The first character, an "anxious moon bunny," struck a nerve with people seeking comfort and representation.
• Mikey speaks to generational shifts in discussing mental health:

  “My nephew, he’s eight, and he has ADD. He talks about it like it’s his superpower.” (Mikey, 06:12)

3. Embracing Imperfection & Building Authentic Connections

[06:57 – 10:36]

• Diann connects the “but cute” brand name to complex identities—quirky but cute, chunky but cute, crabby but cute—and discusses reframing neurodivergence as a strength, not a weakness.
• Mikey stresses how “naming it to tame it” and sharing anxieties reduces their burden.

  “When you share, you’re splitting it in half...” (Mikey, 08:22)

4. From Toys to Emotional Support: The Community Element

[10:36 – 12:19]

• The emergence of a strong community was unplanned; a Discord group called “Meet Cute” encourages self-introduction and vulnerability.
• Members unpromptedly share their insecurities, sparking support and camaraderie:

  “I was always really afraid people would look at it negatively. All I’ve ever really felt is support.” (Mikey, 11:25)

5. Entrepreneurship as a Path to Personal Growth

[12:19 – 13:23]

• Diann: “Entrepreneurship is the ultimate personal growth strategy.”
• Mikey’s risk-tolerance evolved, shifting from overthinking and non-action to experimenting and staying present, even selling his car to fund the business:

  “In big, bold letters at the top [of my planner] I always write: don’t predict the future, one step at a time.” (Mikey, 13:36)

6. Staying Present: Productivity and Mindset

[13:23 – 16:10]

• Both discuss the importance of presence over rumination or worrying about the future—a major challenge with ADHD and anxiety.
• Mikey recounts his failed Kickstarter attempts and subsequent successes, including exceeding a Kickstarter goal within four hours.
• The company’s direction now includes considering friends and family investment rounds before seeking institutional capital to keep the brand community-centric.

7. Shifts in the Toy & Comfort Industry

[16:10 – 20:01]

• Adult buyers now comprise about 25% of the plush market, signaling changing cultural attitudes about comfort and collectibility.
• “Giving it some personality, giving it some backstory, has really resonated with people.” (Mikey, 18:51)
• Plushies as conversation starters about mental health for both kids and adults.

8. Collectibility, Customization, and Community-Driven Design

[20:01 – 22:19]

• But Cute keeps production runs small, fostering collectibility. Each drop is numbered and unique.
• The brand actively listens to requests: “I’m open to anything. I want to be bringing in what they want to see and what makes them happy.” (Mikey, 21:24)
• Fans have suggested characters inspired by disabilities and personal traits—for instance, plushies with glasses or limb differences.

9. Creative Process: Constraints Fuel Innovation

[22:19 – 26:00]

• Mikey explains a deliberate process: make lists of “foods” and “objects/environmental things,” then combine them with a specific insecurity (e.g., “anxious moon bunny,” “grumpy croissant crab”).

  “I’ve always been a big believer in constraints really helping our creative process.” (Mikey, 23:32)

• The design process includes sketching, illustration, and partnering with a manufacturer who understands how to translate 2D designs into plush personality.

10. Embracing Imperfection—In Product and Process

[26:00 – 29:33]

• Sometimes manufacturing or marketing “mistakes” lead to unexpected improvements (e.g., holes in the croissant crab’s claws for sensory interactivity).
• Mikey shares a relatable episode where a misformatted email went out to subscribers, but he reframed it as “on brand”—part of the learning and imperfection the company celebrates.

  “In the past, I would have spiraled... now it’s like, this is part of the process, and that’s who we are as a brand.” (Mikey, 27:48)

11. The Brand’s Vision for the Future

[30:18 – 30:59]

• Mikey’s mission is for But Cute to be the “go-to brand where people are able to embrace their insecurities and celebrate their imperfections.”
• He leaves space for the brand to evolve beyond plush toys, led by its storytelling and community focus.

Notable Quotes & Memorable Moments

• “Every great entrepreneur has a failed T-shirt company.”
  — Mikey Schumacher [01:41]
• “Naming it to tame it... when you share, you’re splitting it in half.”
  — Mikey Schumacher [08:22]
• “Entrepreneurship is the ultimate personal growth strategy.”
  — Diann Wingert [12:19]
• “Don’t predict the future. One step at a time.”
  — Mikey Schumacher [13:36]
• “I’m not perfect at it... but doing the thing that’s right in front of me... has really helped me be a man of action.”
  — Mikey Schumacher [14:11]
• “Giving it some personality, giving it some backstory, has really resonated with some people.”
  — Mikey Schumacher [18:51]
• “Constraints really help our creative process.”
  — Mikey Schumacher [23:32]
• “That’s who we are. We are imperfect. This is going to be an imperfect process.”
  — Mikey Schumacher [29:09]

Timestamps for Important Segments

• 00:08 – 01:02: Episode intro and Mikey’s bio
• 01:02 – 03:49: Mikey’s entrepreneurial journey and learning from failure
• 03:49 – 06:57: Mental health roots of But Cute; the importance of representation
• 06:57 – 08:58: Embracing and sharing imperfections for connection
• 10:36 – 12:19: Discovery and nurturing of the But Cute community
• 13:23 – 15:02: Mindset shift: Action over overthinking
• 16:10 – 20:01: Investor interest and the adult plushie market
• 22:19 – 26:00: Mikey’s creative process and using constraints for innovation
• 26:00 – 29:33: Embracing mistakes as authentic brand moments
• 30:18 – 30:59: Mikey’s vision for But Cute
• 30:59 – end: Diann’s closing thoughts and takeaways

Tone and Takeaway

True to the ADHD-ish podcast ethos, the episode is raw, optimistic, and irreverent, embracing “imperfections” as creative superpowers. Both Diann and Mikey advocate for transparency, self-acceptance, and connection as the cornerstones of not just entrepreneurship, but being human. If you’ve ever felt your quirks and insecurities were liabilities, this conversation is a powerful reminder: they can be your strongest assets and the foundation for meaningful community and business success.