Beyond data: How to use your intuition to make better business decisions

Ever heard an executive say, “Give me the facts, not feelings”? ???

It's a phrase that echoes through boardrooms, in project meetings and jumps out in emails. And it’s understandable. Many big businesses anchor their decision-making on data-driven insights, solid facts, and compelling figures. Randy Bean stressed the importance of becoming a data-driven organisation for thriving in a dynamic culture, leveraging untapped data potentials, and fostering innovation in this article. But what if I told you there's another layer to decision-making that can set businesses apart?

Intuition. Gut feeling. Inner voice. Sixth sense. Knowing. Hunch.

Call it what you will, it’s the unexplainable guidance we all possess, defying data, statistics, and facts. It can guide us to make more insightful, human business decisions — choices that feel right and have integrity.?

Intuition complements decision-making by offering a human perspective where factors beyond data are considered — unearthing potential opportunities and risks, sparking creative innovation, all while gaining validation through data analysis.?

Coca-Cola: lessons in balancing data and emotion?

In 1985, 可口可乐公司 faced declining market share to diet soft drinks and non-cola beverages. Blind tests indicated some customers preferred sweeter-tasting competitor products, prompting a recipe change backed by further taste tests and market research. Yet, the public’s negative reaction to the launch was a wake-up call: ignoring intangible, emotional customer feedback — even when data suggests success — can lead to unhappy customers and plummeting sales.?

This underlines a valuable truth: the power of intuition, often dismissed as a mere hunch, is no fluke. It’s an internal compass guiding us to understand how customers emotionally bond with products. 'The New Coke' experience showed numbers might promise, but overlooking emotions results in unexpected outcomes. While a minor setback, the lesson prompted Coca-Cola to become more aligned: reassessing their customer desires, core values, and brand loyalty.

An interesting spin on this story can be found where I live, in Sweden. Coca-Cola's sales plunge nearly 50% during Christmas, in favour of Julmust — a nostalgic non-alcoholic Christmas drink loved by children and adults. Swedes consume 45 million liters annually, highlighting that not everyone craves an alternative. Julmust is an acquired taste for some (to me, it's a bit like cough syrup; others find it a mix between cola and root beer). Yet, even with this evidence, Coca-Cola continues to heavily advertise in Sweden at Christmas, fearing being forgotten (unlikely IMO). Trusting my instincts, I'd redirect their ads to other times, given Julmust's strong holiday tradition hold.

This scenario underscores the critical interplay of data-driven decisions and intuition in business. Consider this: had Coca-Cola embraced its intuitive side, they'd recognize Julmust's emotional resonance in Swedish culture. Blending data insights with intuitive understanding could tailor advertising to celebrate local traditions.?

This, to me, illustrates how successful decisions can emerge from combining facts with feelings.

Intuition: are we naturally gifted?

Some people naturally use intuition more effectively. But I know that every one of us has an internal compass guiding us toward better decisions. Like gym visits or sports, without exercising your intuitive muscle, growth stalls.

I’ve used my intuition (initially unknowingly) since I was four years old. As I've grown, I've realised that something which feels natural to me, might not be to others. Perhaps you favour the logical over the illogical. Or maybe you're intuitive but want to strengthen your inner voice?

Richard Branson , Founder of Virgin Group, echoes this in 'Losing My Virginity':

“I rely far more on gut instinct than researching huge amounts of statistics.”

Try to Google successful business leaders attribute their success to intuition to find other inspiring quotes from Steve Jobs, Oprah Winfrey , and Deepak Chopra MD (official) .

In weeks ahead, I’ll share tips and tricks learned to help you tap into intuition, listening to your inner guidance for better business decisions.

Think of it as your path to becoming your version of Spider-Man. His Spidey-Sense senses danger. You can trust your gut for the right decision! ????

#IntuitionInBusiness #DecisionMaking #StrategicWisdom

About me

???? ?? By day, I'm a seasoned business professional with over 20 years of expertise in strategic communication, internal and business change. In my spare moments, I'm on a mission to empower others, showing them that intuition and data aren't opposites, but powerful allies that can find harmony. My goal is to boost confidence in embracing intuition, leading to wiser business decisions and personal growth. ??

I share content regularly, delving into the realms of intuition in business, decision-making, and timing. Join me for insightful discussions and feel free to reach out with topic suggestions you'd like to explore together! ?? ????

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