Tuesday, July 25, 2006

Trust your intuition

I was with a client, a major advertising agency, yesterday. They're preparing to pitch for the advertising account of a consumer goods company and they wanted some input on the topic of intuition and how people make decisions.

To sum up, I said that people are often scared of relying on their intuition. But we shouldn't be.

Here’s the science bit. Brain research shows that we may engage in something called traverse processing. These thought processes are subconscious, but not necessarily irrational. Sometimes we can’t access how or why we came to a conclusion, but it doesn’t mean that it isn’t based on some kind of factual processing. At times our subconscious might be dealing with information that is more intricate and subtle than the conscious brain can interpret.

So don't ignore your instincts and intuition entirely. They can often be surprisingly accurate.