Ask: Create products to help people with ADHD focus while reading.

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Insight: More and more adults are being diagnosed with ADHD. Due to the late diagnosis, many of these people don't know how to adjust their life to work with their ADHD and not against it.

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Solution: To help adults with ADHD, Penguin Books created a bookmarker and goal marker set as well as a chair that can be configured in many different ways. The out-of-home posters show that no two people focus the same way, so no two posters will be the same.

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Why It Works: 

Goal Markers: Having a goal is a nice way to help stay focused. But for people with ADHD saying “I'll read till chapter 13” isn't enough. Having a tangible goal will help focus and motivate the reader.

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Chair: People with ADHD struggle with sitting still or even in one position for a long time, and there is nothing like an armrest stabbing you in the side to kill your attention. This chair allows the person to sit in it however they see fit without the discomfort of a usual office chair.