{"id":9468,"date":"2017-10-17T18:56:50","date_gmt":"2017-10-17T17:56:50","guid":{"rendered":"http:\/\/intercom.com\/blog\/?p=9468"},"modified":"2020-07-31T23:05:41","modified_gmt":"2020-07-31T22:05:41","slug":"the-right-kind-of-intuition","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/the-right-kind-of-intuition\/","title":{"rendered":"Intuition is about more than trusting your gut"},"content":{"rendered":"<p class=\"opening_paragraph\">We all use mental shortcuts to help us make decisions. There is simply too much information coming at us from all directions, and too many decisions we need to make from moment to moment, to think every decision through a long and detailed analysis.<\/p>\n<p>In many cases intuition offers the perfect shortcut to make these quickfire decisions. But rely on the wrong kind of intuition to make decisions and you\u2019ll be easily misled. According to Daniel Kahneman, there are, in fact, two very different kinds of intuition. (This talk on expertise and intuition is well worth your time).<\/p>\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/QSCbnS1yCzI\" frameborder=\"0\" allowfullscreen><\/iframe><\/p>\n<ul>\n<li><strong>Intuition #1<\/strong> &#8211; The instant, unconscious, automatic, emotional, intuitive thinking.<\/li>\n<li><strong>Intuition #2<\/strong> &#8211; The slower, conscious, rational, reasoning, deliberate thinking.<\/li>\n<\/ul>\n<p>Most of us rely on #1, what\u2019s referred to as \u201cexpert intuition\u201d. It\u2019s the snap judgment kind where you recognise something familiar. We recognize a situation and we intuitively know how to respond because our brain sees the pattern.<\/p>\n<p>What makes expert intuition dangerous is that it has a magnetic force that draws us towards repeating positive experiences that have worked in the past. If a blue button was clicked more times than a red button, expert intuition would tell us to choose the blue one next time we\u2019re faced with a similar problem.<\/p>\n<p>On paper, this seems like a good thing \u2013 it leads us back to what\u2019s successful. But it also means we forgo the risky, unintuitive ideas in favour of the familiar ones. However, what startups actually need more of is ideas that look wrong on first inspection. (Paul Graham wrote the canonical essay on this in \u201c<a href=\"http:\/\/www.paulgraham.com\/swan.html\">Black Swan Farming<\/a>\u201d)<\/p>\n<p>A good example of this is the <a href=\"http:\/\/www.paul-rand.com\/foundation\/thoughts_intuition\/#.WeZGFRNSwUE\">Rorschach test<\/a> used by the legendary designer Paul Rand to test his students\u2019 intuition. A group of students were given a simple task: \u201cMake something of these lines\u201d. <\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/06\/Group.png\" alt=\"\" \/><\/p>\n<p>Rand\u2019s first instinct was to rearrange the lines into a familiar shape, but as he patiently sat with the problem for a while longer he started to see a clown\u2019s face emerging and he added some subtle color and contrasts to bring the face to life.<\/p>\n<p>The students did the opposite. They all automatically rearranged the lines to represent real things or parts of real things, such as flowers, animals, faces, scenes. None used color, and none ventured outside the square. Their intuition actually led them to reject a perfectly good option that was right in front of them. <\/p>\n<p>Rand\u2019s patient, methodical experience is reflective of a different type of intuition \u2013 strategic intuition. It\u2019s the type that comes to us when running, cycling home or even when walking to the bathroom. Unlike expert intuition, it\u2019s not a gut feeling that comes to us right away. It only comes when we\u2019ve had the opportunity to think more deeply about the problem we\u2019re solving.<\/p>\n<p>Working at a startup, it\u2019s rare we get the time to use this type of strategic intuition. We\u2019re usually forced to be reactive, rather than reflective. But in reality, if you\u2019re too quick to find a solution, you\u2019re probably not thinking hard enough about the problem.<\/p>\n<p>So don\u2019t let intuition trick you into seeing patterns and connections that aren\u2019t there. Rather than being the first to answer every question, fight for the time and space to let those \u201cunintuitive\u201d ideas rise to the fore. <\/p>\n<p><a href=\"https:\/\/intercom.com\/blog\/category\/podcast\/\"><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/10\/Podcast-2.png\" class=\"small\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We all use mental shortcuts to help us make decisions. There is simply too much information coming at us from all directions, and too many decisions we need to make from moment to moment, to think&hellip;<\/p>\n","protected":false},"author":161,"featured_media":9701,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[189,594,215],"coauthors":[352],"class_list":["post-9468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-innovation","tag-intuition","tag-productivity"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Intuition is about more than trusting your gut - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Intuition is great way for startups to make fast decisions. But don\u2019t let intuition trick you into seeing patterns and connections that aren\u2019t there.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/the-right-kind-of-intuition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Intuition is about more than trusting your gut\" \/>\n<meta property=\"og:description\" content=\"Intuition is great way for startups to make fast decisions. But don\u2019t let intuition trick you into seeing patterns and connections that aren\u2019t there.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/the-right-kind-of-intuition\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2017-10-17T17:56:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-31T22:05:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/07\/Right_Type_of_Intuition_Related_V2.gif\" \/>\n\t<meta property=\"og:image:width\" content=\"1248\" \/>\n\t<meta property=\"og:image:height\" content=\"591\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/gif\" \/>\n<meta name=\"author\" content=\"Geoffrey Keating\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@geoffreykeating\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Geoffrey Keating\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/the-right-kind-of-intuition\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/the-right-kind-of-intuition\\\/\"},\"author\":{\"name\":\"Geoffrey Keating\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/69f36f5ad619cee05fa31f8ff9a281bd\"},\"headline\":\"Intuition is about more than trusting your gut\",\"datePublished\":\"2017-10-17T17:56:50+00:00\",\"dateModified\":\"2020-07-31T22:05:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/the-right-kind-of-intuition\\\/\"},\"wordCount\":574,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/the-right-kind-of-intuition\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2016\\\/07\\\/Right_Type_of_Intuition_Related_V2.gif\",\"keywords\":[\"innovation\",\"intuition\",\"productivity\"],\"articleSection\":[\"Customer Engagement\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/the-right-kind-of-intuition\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/the-right-kind-of-intuition\\\/\",\"name\":\"Intuition is about more than trusting your gut - The Intercom Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/the-right-kind-of-intuition\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/the-right-kind-of-intuition\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2016\\\/07\\\/Right_Type_of_Intuition_Related_V2.gif\",\"datePublished\":\"2017-10-17T17:56:50+00:00\",\"dateModified\":\"2020-07-31T22:05:41+00:00\",\"description\":\"Intuition is great way for startups to make fast decisions. 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