In a data-driven world, can intuition guide leaders?

Is there room for intuition in leadership?

In my film academy times, I remember watching a documentary about children's future vision. A 5-6-year-old girl said: "In the future, machines will work more, so humans will be free to do what only humans can." That quote resonated in my work and life path so strongly that it inspired me to dedicate time and work with technology and its potential to unleash human-driven activities. And it still makes me wonder: What unique abilities do humans possess that technology cannot replicate, and should we focus on even more now? Are we focusing on developing those human-only abilities?

If we have crossed paths already, you potentially know how much I appreciate the science behind strategy and enjoy delving into tracking and measuring even the intangible aspects of brands and culture. Before any creative or strategic processes, I dedicate time to data gathering. I listen to as many people as possible in various ways: 1:1 interviews, workshops facilitation, and assessments when I don't want to bother a too big or too busy team. I love to connect dots that haven't been connected yet. However, my shared experience of trying to use my intuition at work may add some value to someone else. That's why I wrote this down here while enjoying my calm mornings this summer.?

A few years ago, while managing regional marketing for a tech company, I began silently beta-testing how to incorporate my intuition into brand and marketing tactics decisions. Don't get me wrong: I love the beauty of measurable aspects of marketing and culture. But there are many decisions we must make that don't rely on data—actually, most of our life decisions, right??

I would pause, breathe, have tea, or walk around the office to sense the best action in this situation. My entire being, not just my mind, was engaged in those decision-making processes. I was making important choices and developing solutions affecting our business results, so I knew I had to be responsible. That's why I decided to try new ways of making these crucial decisions instead of feeling pressured to follow the same old paths or benchmarks that didn't feel genuine to me or my team.

While it wasn't solely due to my intuitive decisions, the result came: this relatively unknown brand became a market leader in four years. It was a combination of a great leadership vision, sustaining an authentic culture, and a team that was fueled to create unique solutions. My intuition and I also played some part in it: the high level of assertiveness in marketing tactics and my willingness to take risks and try new approaches certainly contributed to this success. Funny fact: during this process, I got caught by my leader, who asked, "Gisele, it seems like you know things in advance as you have such an assertiveness in your decisions. How do you do this?"?

Although I'm not a psychologist or an expert in this field, I've encountered similar situations in my personal and professional life that have inspired me to share how I develop and tune into my intuition. Here are some of the basics I try to keep in mind:

1 - Embracing and exploring uncertainty

By adopting a mindset that involves continually seeking new inputs, we can cultivate an observant and respectful attitude towards the multitude of events around us, even those we may not be fully prepared to process or understand. Its similar to how AI tools track real-time insights, but with a human brain ??

2- Embracing emotions

One of the most challenging steps is to avoid suppressing emotions. Embracing emotions can be difficult because we're often taught to hide our feelings. Being a vulnerable leader means reconnecting with our emotions. How can we differentiate intuition from fear if our emotional landscape is cluttered? How can we discern whether a sense of direction comes from our longing for acceptance or from our inner voice?

3 - Keep focused on the perspective, not just on the situation

"Remember to focus on the bigger picture, not just the current situation." It is simple to say but almost impossible to implement when things get real and nonlinear. Meditation and mindfulness have helped me with this. Sometimes, I imagine myself walking down an aisle, still influenced by past emotions but also looking towards the future I'm building as I walk. Instead of being hard on myself, I've learned to show myself the same compassion I offer others. By doing this, I avoid getting lost in emotionally driven bad decisions and keep following my genuine internal voice.?

4 - Identifying and addressing internal blockers

Instead of focusing on what I can do to start a new project, I've started thinking about what I should stop doing and what's no longer essential in the process. For example, when writing an article like this, instead of immediately searching for data and similar ideas or relying on external aids like chat GPT for structuring, I let the idea unfold naturally from within. The drive to bring forth something new should come from within, and it's more about creating space for it to emerge rather than coming up with strategies for guaranteed success. Ideas and new projects will come into being, sometimes in a raw, unrefined form, but our ability to see their immense potential and our patience to shape and nurture them as they adapt to the world truly sets them apart.

5 - Noticing the little things

Whenever something coincidental happens, it's worth paying extra attention to the situation and the people involved. It could be a particular phrase that catches my attention, a link to a project, or a random event that feels significant to me. Whether I run into someone unexpectedly or think about someone out of the blue, there's something important to be discovered and how it could be connected to the challenge I have in hand now.?

The role of intuition in guiding leaders should not be underestimated. While data and analytics provide valuable insights, intuition can complement this by offering a more holistic and human-centric approach to decision-making. Leaders can strive to achieve a balanced and empathetic leadership style by nurturing our human nature and embracing intuition alongside data. This style, rooted in understanding and connection, is essential in today's complex and dynamic business environment. Do you agree?

If you've made it this far, I invite you to join me in exploring this topic and sharing your strategies for nurturing your intuition!