The hidden cost of taking the cowardly option
Rory SutherlandOgilvyOne London and Ogilvy Group UK
Companies need to stop tacitly encouraging defensive decision-making.
"Gut feelings are tools for an uncertain world. They're not caprice. They are not a sixth sense or God's voice. They are based on lots of experience, an unconscious form of intelligence."
This is from Gerd Gigerenzer, director of the Center for Adaptive Behavior and Cognition at the Max Planck Institute for Human Development1. Instinctive intelligence, as Gerd has proved, can be invaluable – and in many cases irreplaceable. Yet in business its use is either...