Numbers can tell us what’s broken…. But only in reclaiming intuition—an energy we can’t quite place our finger on—can we reveal what’s possible.
For decades, we’ve been worshipping data as the ultimate decision-making tool. Standardized testing, ranking/league tables, business school and so much more has taught that numbers provide certainty—that patterns, probabilities and models will lead us forward in the best way possible. And while analysis is critical, more and more I find myself wondering if we’ve let go of something equally valuable: intuition.
Both in working with brands and investigating the Me-to-We continuum of Brand Citizenship, I’ve relied heavily on quantitative research and data modeling, from consumer sentiment to brand tracking, predicting purchase behavior and identifying patterns of trust and purpose. And yet, even in the most rigorous investigations, I’m always cognizant of the limits of simply analyzing the numbers. Although the numbers tell us the “what,” alone they rarely reveal the “why”—the energy, the feeling, the coherence beneath the surface. That’s where our intuition comes in.
Intuition isn’t the opposite of rational thought, nor does it replace analysis. Rather, it’s the capacity to identify patterns where others see noise, to recognize coherence where others see chaos. Ultimately, intuition is what emerges when experience, knowledge and a discerning mind synthesize their different levels of understanding, our ability to inherently grasping connections without understanding quite how.
At its core, intuition is mindful. It’s our ability to sense energy—within ourselves, our organizations, and the world around us—and to trust this knowingness before we can articulate it.
This is what many refer to as feeling vibes—and likely why vibes are being called out more as we’re becoming more reliant on computer science. As Jess Cartner-Morley recently explored in an article in The Guardian, vibes are emerging as a cultural language for what we feel but struggle to articulate. When a team feels disconnected, when a brand loses resonance, or when societal trust erodes, we sense it first, before the data demonstrates it. And this is precisely our intuition at work.
Wisdom in synthesis
Some time ago, I sat at a lunch with former students—bright, ambitious future marketers and consultants—debating intuition versus analysis. Like many managers and leaders today, they too were wary of intuition, mistaking it for guesswork or a rejection of logic. They had been conditioned to rely on checklists and models, to trust definitive processes over their own judgment.
What I shared with them—and have deliberated about with others many times since—is that intuition isn’t about ignoring the numbers; it’s about synthesizing them. It’s about blending analysis with experience, reason with reflection, and facts with possibility. In a world overwhelmed by information, intuition cuts through the noise.
The real challenge – the real root of our discomfort? Intuition is not linear. Its pathways are hard to trace, making it easy to dismiss. Yet for brand leaders, the ability to rely on intuition can often be the difference between mediocrity and insight. Research consistently demonstrates that successful managers blend left and right brain skills—balancing analytics with creativity and intuitive reasoning.
Importantly, intuition doesn’t emerge on demand. It needs space, time and distance. It’s cultivated, not captured. Which can be difficult to accept with ROI being measured over shorter and shorter time frames.
Vibes: signals of coherence
The rise of vibes is more than cultural slang; it’s a subconscious response to a world out of sync—an acknowledgment that energy matters. Newton’s third law reminds us: for every action, there is an equal and opposite reaction. This law of physics underscores why energy, alignment, and coherence are essential in navigating today’s world.
Coherent teams, organizations, and leaders feel aligned: actions match values, words inspire trust, and decisions resonate across stakeholder groups. This energy is palpable; people can sense when something feels “off” just as easily as they can sense when something feels right.
Brand leaders who trust their intuition listen for these signals. They pay attention to the unspoken energy of their teams, the resonance of their messages, and the coherence of their actions. They understand that decisions aren’t simply about outcomes; they’re about cultivating and strengthening trust.
Reflecting before acting
As I observed in my former students, the pressure to stay productive—connected, informed, ahead—often leaves little room for contemplation. While the pandemic opened Pandora’s box, exposing the toll of relentless productivity and forcing a reckoning with how we value time, energy, and well-being, we’ve yet to fully integrate this awareness into our lives. Burnout persists. People feel stretched, distracted, and disoriented—struggling to pause long enough to hear themselves think, let alone trust what they sense and feel. In many ways, mindfulness, too, has fallen into the productivity trap with apps designed to build your mindful routine, improve your effectiveness and more.
On the other hand, intuition requires us to pause, to listen, to step back and hear or see connections in unexpected places. It asks us to trust what we know and, just as importantly, to question the structures and innovation narratives we’ve bought into and inherited.
We live in a time defined mostly by noise: cultural tension, accelerating change, and endless distraction. And as I explored when identifying cultural trends for 2025 reconfiguring tomorrow, these forces are creating a countercurrent—something I’ve labelled as discernment. More and more people will be seeking clarity, depth, and meaning in the chaos. Looking for substance to ground them over superficial and expected solutions.
This cultural shift invites us to reclaim intuition as a tool for brand development and in our own lives. It challenges us to slow down, reflect, and trust the quiet wisdom within us—rather than allow the pandemonium to dictate our decision-making.
Leading with intuition
So how do we lead with intuition in a world that demands certainty? Well, begin by acknowledging that our intuition is not mystical, nor is it instinct. It’s a discipline: the outcome of thoughtful reflection, practiced discernment, and the willingness to trust our inner knowingness.
Here are five steps I frequently practice with my clients to sharpen our intuitive (and creative) muscle:
- Listen for coherence: Intuition reveals alignment. Trust the signals you sense.
- Balance analytics with reflection: Analysis gives you data; intuition gives you perspective. Make space for both.
- Foster trust and connection: Build environments where people feel valued, seen, and heard—intuition thrives in these conditions.
- Cultivate curiosity: Stay open to new ideas, perspectives, and unexpected insights.
- Pause and recharge: Slow down to allow intuition the space it needs to surface. Don’t “push” for immediate answers.
An invitation to connect
As we move deeper into the 21st century, the challenges we face are becoming too complex for linear solutions. And demand brand leaders who can hold ambiguity, synthesize meaning, sense possibilities, and create meaning beyond metrics.
The American author John Naisbitt once said, “Intuition becomes increasingly valuable in the new information society precisely because there is so much data.” That has never been truer.
Reclaiming intuition is about more than trusting ourselves. It’s about redefining leadership—moving beyond the numbers to create coherence, trust, and well-being. It’s about learning to sense the energy of what’s possible—and having the courage to act on it.
Because beneath the noise, beneath the numbers, there is always energy waiting to be felt. And when we trust it—when we trust ourselves—we create not just success but resonance. We create meaning. We create lasting human connections.