Stop feeling guilty, learn to trust your instincts

Rory Sutherland

At present, business decisions are not like personal decisions. Unlike real life decisions, business decisions must seem to have been arrived at through some rational, mathematical process.

Stop feeling guilty, learn to trust your instincts

Rory SutherlandOgilvy

We feel we must justify our choices logically. But Rory Sutherland says instinctive decision-making is what we do naturally and may lead to the best outcomes.

It may be a procurement form, asking you to assess four agencies in a pitch. Or an appraisal form. Or a judging form for an awards jury.

In each case, the thing is broken down into seven sections, each demanding a separate score on eight or more different weighted measures: Strategy - 20%, presentation – 10%, execution – 15% ... and so on....

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