Intuition in business

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Steve Jobs called it, “more powerful than intellect.”

Intuition is a process that gives us the ability to know something directly without analytic reasoning, bridging the gap between the conscious and nonconscious parts of your mind, including but not limited to: direct access to unconscious knowledge; unconscious cognition; inner sensing; inner insight to unconscious pattern-recognition; and the ability to understand something instinctively, without any need for conscious reasoning. We are animals with the distinct advantage of having both instinct and reason at our disposal.

Key takeaways

  • What is intuition
  • How does intuition work
  • How can I use intuition
  • Tools to work with your intuition


Intuitions occur when the brain has made a significant match or mismatch (between the cognitive model and current experience), but this has not yet reached your conscious awareness. … When you have a lot of experience in a certain area, the brain has more information to match the current experience against. Everyone has the ability to switch on and learn how to use Intuition capacity with practice, whether you are a beginner or more advanced. … Some people are more intuitive than others, but everyone has some inherent skill. Think of it as though you were peeling an onion with intuition in the center.

Cognitive science is beginning to demystify the strong but sometimes inexplicable presence of unconscious reasoning in our lives and thoughts. Often dismissed as unscientific because of its connections to the psychic and paranormal, intuition isn’t just a bunch of hoo-ha about our “Spidey senses” — the U.S. military is even investigating the power of intuition, which has helped troops to make quick judgments during combat that ended up saving lives.

There is a growing body of anecdotal evidence, combined with solid research by global universities such as Harvard, that suggests intuition is a critical aspect of how we humans interact with our environment and how, ultimately, we make many of our decisions. Your intuition helps you identify your purpose in life. Since your intuition is attuned to your subconscious, it can point you in the right direction in life, help you identify dreams that are aligned with your core values and your true sense of purpose, navigate life in a much easier way, instead of life being a series of decisions that are made which you often wish you hadn’t made, opportunities that are often missed, Intuition helps you navigate life in a very different way.