We recently connected with Adi Jaffe and have shared our conversation below.

Adi, thanks for joining us, excited to have you contributing your stories and insights. Can you open up about a risk you’ve taken – what it was like taking that risk, why you took the risk and how it turned out?

I’ve taken many risks, both personally and professionally. But one that stands out, because it encapsulates so much of my journey, was the risk of leaving academia, starting my own business, completely overhauling our approach to addiction treatment, and, subsequently, building IGNTD.

The backstory: I’d been through addiction myself. I’d experienced the traditional treatment models, the shame, and the sense of failure. And frankly, I found them lacking. They focused on the what – stop using – but rarely on the why. They often relied on moralizing and judgment, which only perpetuated the cycle of shame and relapse. I saw so many people, myself included, cycling in and out of treatment, never truly breaking free.

To make matters worse, as I was getting my Ph.D., many of my advisors told me to stay quiet about my own history. Their sense was that, if I was too open, I’d never gain respect or that my work would be suspect. So, even though I’d beaten my addiction, I was living in secrecy.

My risk wasn’t a single event, but a series of decisions driven by a core belief: there had to be a better way. I risked my career, my reputation, and a lot of financial stability to pursue this belief.
– The Personal risk: Going against the grain and deciding to be public about my story, even as I was researching and writing articles (academic and popular), was a major risk. The notion of hiding felt wrong, but that was the advice I was getting.
– The Educational Risk: I went back to school, even though I had been a terrible student before. But it seemed to be my only path out (I couldn’t get hired because of my criminal history). I got my Ph.D. and immersed myself in behavioral science and neuroscience. This was a significant time and financial investment, especially after getting out of jail. It meant stepping away from any immediate financial stability to pursue a long-term vision.
– The Professional Risk: I started challenging established norms in the addiction field. I spoke out against the “disease model” as the only explanation, advocating for a more nuanced understanding that included environmental, psychological, and social factors. This wasn’t popular. Many in the field saw me as a disruptor, and I faced criticism and resistance. I risked being ostracized by the very community I wanted to help.
– The Entrepreneurial Risk: I took the biggest risk of all when I decided to build IGNTD. This wasn’t just about sharing my ideas; it was about creating a platform that could reach and support people on a large scale. It meant building a business from the ground up, navigating the complexities of the healthcare landscape, and, of course, taking on significant financial risk. I poured everything I had into it, not knowing if it would succeed.

The outcome? It’s still unfolding. IGNTD is growing. We’re reaching more people, changing lives, and contributing to a shift in how addiction is understood and treated. But it isn’t easy. We are not a massive organization, but we are growing slowly and changing the conversation. The risk has been worth it. There are still challenges, setbacks, and moments of doubt. But the impact we’ve seen, the stories of people reclaiming their lives, makes it all worthwhile. It’s validated the belief that drove me to take those risks in the first place: that a more compassionate, science-based, and empowering approach to addiction recovery is not only possible but essential.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Dr. Adi Jaffe, a behavioral scientist, addiction specialist, relationship expert, author, and co-founder of IGNTD. My journey into this field wasn’t a straight line; it was forged in the fires of personal experience. I struggled with addiction myself, and that experience, while incredibly painful, became the driving force behind my life’s work.

What I do: I’m passionate about changing the way we understand and treat addiction. I believe that addiction is not a moral failing, but a complex issue rooted in biology, psychology, and social factors. My work focuses on translating the science of addiction into practical, evidence-based tools and resources that empower individuals to take control of their recovery. I write books, coach clients, travel the world speaking, and help people who are struggling through my online platform – IGNTD.

The problems I solve: Traditional addiction treatment is a revolving door of repeated failures and disappointments. It often focuses on stopping the behavior without addressing the underlying pain behind it. This leads to relapse and frustration. I work to address the root causes of addiction, helping the people who don’t seek traditional treatment, and those who have been disappointed by it, understand their triggers, develop healthier coping mechanisms, and build a foundation for lasting change. I also work to break down the stigma surrounding addiction, creating a more compassionate and understanding environment for those who are struggling.

What sets me apart – Several things distinguish my approach:
Personal Experience: My own journey through addiction gives me a unique perspective and empathy for the challenges my clients face. I’ve been there, and I understand the struggle.
Science-Based Approach: My work is grounded in the latest research in behavioral science and neuroscience. I don’t rely on dogma or outdated methods; I use the best available science to inform my approach.
Focus on Empowerment and Inspiration: I believe that recovery is not something that’s done to someone; it’s something they actively participate in. I empower my clients to take ownership of their recovery process, providing them with the tools and knowledge they need to succeed.
Holistic Perspective: I recognize that addiction doesn’t exist in a vacuum. I address the whole person, including their physical, mental, and social well-being. This includes family, work, and other important factors.
Community Focus: At IGNTD, we prioritize building a supportive community. Connection is a crucial part of recovery, and we provide a space where individuals can connect with others who understand what they’re going through.
What I’m most proud of: I’m most proud of the impact my work has had on people’s lives. We’ve helped thousands through IGNTD, and I’ve helped tens of thousands through my books. Seeing, and hearing from, individuals who have reclaimed their lives, rebuilt relationships, and found purpose and meaning is the most rewarding aspect of my work. It’s a privilege to be a part of their journey.

What I want potential clients/followers to know:
– Recovery is possible. No matter how hopeless things may seem, there is always hope for change.
– You are not alone. There is a community of people who understand what you’re going through and are ready to support you.
– Change is an inside job. True and lasting recovery requires a willingness to look inward, to understand your own patterns and triggers, and to take responsibility for your own growth.
– IGNTD is here to help. We offer a range of resources and support programs designed to empower you on your recovery journey. Whether you’re struggling with addiction yourself or supporting a loved one, we’re here to provide guidance and support.
– My mission is to change the conversation around addiction and to create a world where everyone has access to the resources and support they need to live a healthy and fulfilling life.

How’d you build such a strong reputation within your market?

It’s taken me many years to build my reputation. I started out writing publicly (back when blogging was new in the early 2000s) while I was still in graduate school. Slowly, my writing became more popular and I became better (I hope at the actual craft). In all honesty, it has taken many failed attempts to get to my current state, with two books and millions of article views on Psychology Today and other sites.

I believe that, like anything worthwhile, you have to play the long game and dedicate time to the area you want to improve. Once my writing took off a bit, I started being invited to be on podcasts; I also started recording my own podcast with guests. That work gradually helped get the word out about my work even more. When I opened up a treatment center, we hired PR for the business, which helped cement my authority and standing even more. Finally, after an embarrassingly failed attempt at publishing one book, I ended up self-publishing “The Abstinence Myth,” which took over a year to write. That book really helped me get in front of more people.

If you have a unique viewpoint and are willing to put in the legwork to talk about it and be open and vulnerable (and available), over time your message will carry.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

There are many books that fit this category, but here are some of the biggest (I’m a big believer in thinking outside the box and looking to non-traditional sources sometimes, so some of these are a bit unusual):
– The E-Myth Revisited
– The Five Dysfunctions of a Team
– Good to Great
– Radical Candor
– Extreme Ownership
– The Performance Paradox
– Mindset

Some books that have impacted how I handle my life, and therefore business:
– The Four Agreements
– Be Water, My Friend
– The Third Door
– The ONE Thing
– The Four Steps to the Epiphany
– Influence

Contact Info:

• Website: https://igntd.com
• Instagram: @DrAdiJaffe
• Facebook: @DrAdiJaffe
• Twitter: @DrAdiJaffe
• Youtube: @DrAdiJaffe
• Other: https://adijafee.com

Image Credits

adijaffe.com