Have you ever had that feeling that something was the right thing to do — even though you couldn't quite explain why? This is the famous gut feeling, or “instinct”. And the truth is that it has its value. But when it comes to decision making in companies, especially in increasingly digital and competitive environments, relying only on feelingcan be risky.
The good news? You don't have to choose between intuition and data.

The value of gut feeling (yes, it exists!)

Gut feeling is that quick perception, based on previous experiences, professional repertoire and even sensations that we accumulate over time. It helps to make decisions when there is little time, uncertainty or lack of complete information.
Experienced leaders, for example, often use this “nose” to anticipate trends or spot risks before they appear on charts.
But how do we ensure that this feeling does not lead us down the wrong path?

The role of data in decision making

That's where the data comes in. With them, we can:

· Validate (or challenge) initial perceptions;
· Identify patterns and opportunities that the feeling does not capture;
· Make decisions with more certainty and concrete justifications;
· Measure results and adjust routes with agility.

Data analysis brings objectivity to decisions that might otherwise be based on assumptions alone.

Intuition + data = powerful decisions

When the feeling points in a direction and the data confirms (or shows an even better alternative), we have a decision with much more basis, agility and impact. In practice, this means:

Less guesswork. More clarity.
Less risk. More strategy.
Less reactivity. Vision of the future.

At TOOLS, we believe in this balance. We use data as a compass and intuition as radar. Because we understand that, to transform business, it is necessary to combine emotional intelligence and analytical intelligence.

Read here: How process mining helps you uncover trends