When Rachael Wardle started datemy.co.uk, an online matchmaking site, she knew she was making a risky decision. Entering a crowded market takes nerve. But in Rachael’s experience, being impulsive is an asset. Here, she explains how to channel impulsivity into good decision making and turn quick judgement into good risks.
I first realised I was impulsive when I read Diane von Furstenberg’s memoir, The Woman I Wanted to Be. I’d always known I had this trait: an idea would arrive and I would act on it immediately. But I had not fully made the conscious connection that this meant I was an impulsive person.
When DVF described herself as “impulsive”, it was like a light bulb went on. I thought: “That’s it, that’s me.” She explains how impulsiveness led to some catastrophic mistakes, but also helped her build a global brand. Having a word for my behaviour gave me validation, confidence and a little trepidation all at once.
In my journey as an entrepreneur, many high points have followed an impulsive move. The reverse is also true: a few cash-burning decisions came from the same place. Learning to channel impulsivity into good decision making has been the difference between the two.
The science behind impulsive behaviour
Impulsivity can push you to take bigger risks, which is one reason it is so often linked to entrepreneurship. Risk-taking is not reckless gambling; in business, it is the willingness to act while outcomes are still uncertain.
At a neurological level, dopamine rewards exploration and novelty, which helps explain why some founders keep pursuing ideas despite setbacks. The key is not to eliminate that drive, but to direct it. For women who may also navigate neurodivergent traits, understanding this wiring matters. The ADHD Foundation works with adults who receive ADHD diagnoses later in life, including many women. Our guide on ADHD and Female Entrepreneurs explores how impulsivity and hyperfocus can become business strengths when managed well.
The scale of UK entrepreneurship underlines why this matters. According to Women in Business: Key UK Facts, the UK has a vibrant community of women founders, yet the environment remains competitive. ONS Business Demography data published in 2024 shows that around 341,000 businesses were born in 2023, while roughly four in ten businesses born in 2018 survived to their fifth year. Founders who can balance boldness with judgement give themselves a better chance of being in that resilient minority.
The economic case is equally pressing. The Alison Rose Review of Female Entrepreneurship Progress Report 2024 estimates that women-led businesses contribute £105 billion to the UK economy, and that closing the enterprise gap could add up to £250 billion. The funding environment makes disciplined decision-making even more valuable. The British Business Bank’s Small Business Finance Markets 2024 report found that all-female founder teams accounted for just 2% of UK equity investment deals. With capital scarce, every impulsive bet must be a calculated one.
I think entrepreneurs are willing to take risks because we are not paralysed by failure. Good founders treat failure as feedback. As Richard Branson put it, “Failure is the secret to success.” My favourite reminder comes from Winston Churchill:
“Success is going from one failure to the next without loss of enthusiasm.”
This sums up entrepreneurship. Setbacks are daily events; what matters is how quickly you recover. Impulsivity can help you bounce back, provided it is channelled rather than indulged.
When impulsivity built my business
I took my first major risk when I decided to start datemy.co.uk. After researching how to set up an online dating business, I still believed there was space for a platform built around helping someone else find love. I was aware of the risk, but the story behind the business pushed me to believe in it, and my impulsiveness stopped me from being afraid of the consequences.
For entrepreneurs, moving from idea to real venture is the biggest step. That is when commitment begins. For me, this first step carried the most risk because of everything that came with it:
- Committing fully to the venture.
- Knowing I would not have a pay cheque for at least the first year.
- Quitting my job before the business launched.
- Running a crowdfunding campaign.
I was aware of the consequences and the possibility of failure, but my impulsive nature allowed me to take the biggest risk I had ever made. The result was a service that attracted sign-ups from across the country.
Control the urge to act
Not all risk taking is bad. Good risk taking is about channelling impulsivity: using it when it serves you, and controlling it when it threatens to lead you astray.
Since recognising my impulsiveness, I have learnt to pause before hasty business decisions. The challenge is that instinctiveness generates a lot of ideas, and you cannot pursue them all.
I now use my gut to separate hasty bad decisions from hasty good ones. Some articles warn against letting emotion cloud judgement, advising a cold, analytical approach. Sometimes that applies. But there is also science behind trusting your gut. Neuroscientist Antonio Damasio found that gut feelings are shortcuts to decision-making, and emotion is as important as reason. Malcolm Gladwell’s Blink gathers research showing that rapid, intuitive decisions are often highly accurate.
The discipline is to test instinct against structure. Before you act, map the idea onto a simple plan. Our step-by-step business plan guide shows how to turn a quick idea into a document you can stress-test in minutes.
How to channel impulsivity into good decision making: 4 tips
- Ask yourself why you are making this decision. Is it helping you meet objectives or targets? Will the return outweigh the cost? If the move does not advance a clear business goal, park it.
- List the consequences, then trust a hunch. Spelling out the risks can help you think more rationally. Is it still worth it? This simple check can stop an expensive impulse without killing a good one.
- Procrastinate a little. Doing nothing for a few minutes gives your brain time to process. Step away from the decision and distract yourself briefly. This stops the impulsive “fast decision-making” part of your brain from taking over.
- Bring nature into your workspace. A plant on your desk, a screensaver of woodland or a quick walk outside can help you pause, increase self-control and consider consequences more clearly.
Action steps to build better judgement
Impulsivity is neither a flaw nor a superpower on its own. For women founders, it can be the energy that turns an idea into a business, provided it is balanced with reflection. The goal is not to stop acting on instinct, but to make sure your instincts are informed.
Start this week by identifying one recent impulsive decision that worked, and one that cost you time or money. Apply the four tips above to your next big idea. When you channel impulsivity into good decision making, you turn a trait that can derail you into one that drives your business forward.
