Intuition in Business

On Using Intuition in Business

Don’t let the noise of others’ opinions drown out your own inner voice.”― Steve Jobs.

In today’s world, intuition is often dismissed as irrational, yet some of the most successful business leaders, entrepreneurs, and creatives attribute their biggest breakthroughs to following their inner knowing.

Whether you’re a startup founder, a corporate executive, or a creative professional, developing your intuition can help you make better decisions, anticipate market trends, and lead with confidence.

A Harvard Business Review article emphasizes that while data provides essential insights, it doesn’t always capture the full picture — especially in ambiguous or rapidly changing situations. In such cases, intuition, grounded in experience and pattern recognition, becomes crucial. ​[Vox]

Research by Harvard Business School’s Laura Huang supports this, indicating that in high-stakes scenarios — like emergency medical decisions or early-stage investments — gut (intuitive) feelings often guide leaders effectively when data is inconclusive. ​[Harvard Business Review]

You’d be surprised if you knew how many corporations and startups hire Intuitives on retainer to assess product viability and market conditions.

What is Business Intuition?

Business intuition is the ability to make decisions quickly and accurately without relying solely on data or logic. It’s the ability to sense opportunities, read between the lines in conversations, and trust gut instincts when making critical choices.

“Intuition is a very powerful thing — more powerful than intellect, in my opinion.” — Steve Jobs

Many successful entrepreneurs rely on intuition when launching new products, investing in companies, or pivoting strategies. While data and logic play a crucial role in decision-making, intuition fills in the gaps where analytics fall short.

“But instinct is something which transcends knowledge. We have, undoubtedly, certain finer fibers that enable us to perceive truths when logical deduction, or any other willful effort of the brain, is futile.” — Nikola Tesla

The Role of Intuition in Business

Many of the world’s top executives and founders use intuition as a secret weapon. Here’s how intuition plays a crucial role in different areas of business:

1. Decision-Making in Uncertainty

Startups and corporations operate in an environment of uncertainty. Often, there isn’t enough data to make an informed choice. In these moments, intuitive leaders rely on their inner knowing to guide them.

Example: Oprah Winfrey has spoken about using intuition to determine which business opportunities to pursue and which to walk away from.

2. Product Development and Innovation

Some of the most successful products were created based on a founder’s intuitive insight into what people wanted — before the market even realized the need.

Example: Many tech companies hire professional intuitives to help guide product roadmaps and anticipate consumer trends.

3. Hiring and Team Building

Beyond resumes and interviews, hiring decisions often come down to an intuitive feeling about a candidate’s fit.

Example: Richard Branson has shared that he often hires based on intuition rather than just credentials.

4. Crisis Management and Pivoting

Business leaders often have to make high-stakes decisions under pressure. The ability to tune into their intuition can mean the difference between a company’s success or failure.

Example: Many founders have successfully pivoted their companies by trusting an intuitive hunch that led them to the right market.

Intuition is not reserved for a gifted few; it’s a skill anyone can develop. The first step is learning to trust yourself. The more you track your intuitive hits, test them, and see where they lead, the stronger your inner guidance system will become.

I’d love to hear from you. If you enjoyed this article, let’s stay in touch.

My latest book, The Launch: A Product Marketer’s Guide, is now available onAmazon. I also wrote the book “Product Marketing Debunked. The Essential Go-To-Market Guide” which you can purchase on Amazon.

You can also check out my podcast Gateways to Awakening where I’ve interviewed over 200+ leaders on the topics of intuition, consciousness, well-being, and spirituality. It’s now in the top 2% of all podcasts listened to globally on Apple.

If you’d like to join my intuition coaching program or learn more, you can sign up here. Looking forward to connecting with you!