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Making Decisions Based on Intuition and Analytical Data - Principle 4 of Conscious & Regenerative Leadership


In our article The Principles of Conscious & Regenerative Leadership, we unveiled its core principles. Among these principles, Principle 4 emerges as a cornerstone, advocating for the integration of intuition and analytical data. This principle encourages leaders to navigate the intricate realm of decision-making by striking a harmonious balance between instinctual insights and empirical evidence. Such an approach not only fosters innovation and adaptability but also fosters a deeper connection with the ethos of ‘doing good, by being better’.



Intuition: A Leader's Hidden Gem

Often described as the ‘sixth sense’, ‘gut feeling’, or ‘inner knowing’, intuition remains a mysterious and abstract concept to many. However, beneath its enigmatic facade lies a potent force—the subconscious processing of a vast amount of information and experiences. Intuition serves as the ‘inner voice’ that guides us when faced with uncertainty, offering insights beyond the confines of logic and reason.

Intuition represents a quintessential trait that every business leader should embrace. It encompasses the instinctive reception of information, transcending the need for conscious reasoning or factual validation. Regrettably, intuition remains one of the most underrated skills in both business and life. Many leaders overlook the power of intuition, preferring to rely solely on data and analytics. Nevertheless, this trend appears to be evolving.

Recent findings from a report published by PwC, in collaboration with the Economist Intelligence Unit, shed light on this paradigm shift in corporate decision-making. The report, Guts & Gigabytes, explores the evolving landscape of decision-making and the utilisation of data by companies worldwide. It reveals that senior business leaders in the UK increasingly prioritise their intuition and experience, alongside input from colleagues, over data and analytics when making major decisions. This data underscores the value of intuition as a critical asset for leaders across diverse industries.

Several factors contribute to the significance of intuition in leadership:

  • Swift Decision-Making: In scenarios where time is of the essence and data may be scarce or inconclusive, intuition empowers leaders to make prompt decisions based on their innate instincts. This agility proves invaluable in seizing opportunities, responding to crises, and adapting to dynamic market conditions.

  • Reflective Decision-Making: In situations with abundant time and ample data, intuition enables leaders to reflect on their decisions rather than rushing into them. This fosters a more strategic approach, essential for establishing a lasting legacy and achieving business success in the long term.

  • Comprehensive Understanding: While data and analysis offer valuable insights into specific facets of a situation, intuition enables leaders to grasp the broader context. It facilitates the synthesis of information from disparate sources, enabling leaders to make decisions aligned with overarching organisational goals and values.

  • Fostering Innovation and Creativity: Intuition serves as a catalyst for innovation and creativity. By tapping into their intuitive faculties, leaders can envision novel solutions, challenge conventional thinking, and drive transformative change within their organisations.

  • Cultivating Trust and Compassion: Intuitive leaders demonstrate a heightened sensitivity to the needs, concerns, and emotions of their team members. By exhibiting compassion and understanding, they foster trust, nurture stronger relationships, and create a supportive work environment where employees feel valued and empowered.

  • Navigating Ambiguity and Uncertainty: Intuition acts as a guiding compass, assisting leaders in navigating uncharted territories with confidence and clarity. It provides a sense of direction amidst uncertainty, enabling leaders to chart a course forward even in the face of ambiguity.

  • Enhancing Emotional Intelligence: Intuition correlates closely with emotional intelligence—the ability to recognise, understand, and manage emotions in oneself and others. Leaders who cultivate their intuitive abilities tend to exhibit higher levels of emotional intelligence, facilitating effective communication, conflict resolution, and inspiration for others.


By embracing their intuitive insights, leaders can unlock their true power, drive innovation, foster trust, and navigate the intricacies of leadership with confidence and clarity.



“Intuition is the subconscious integration of all the experiences, conditioning, and knowledge of a lifetime, including the cultural and emotional biases of that lifetime.”

Bruce Henderson, Founder of the Boston Consulting Group



Integrating Intuition and Analytical Data: The Balanced Approach

In today's data-driven landscape, relying solely on intuition may not suffice. This is why conscious & regenerative leaders integrate intuition and analytical data.

Analytical data is the tangible evidence derived from meticulous observation,

measurement, and analysis. It serves as the foundation that compliments intuition, offering concrete insights into market dynamics, consumer behaviour, and organisational performance. Through the utilisation of data analytics, leaders attain clarity, spot opportunities, and evaluate risks with precision, thereby amplifying the effectiveness of their decisions.

The fusion of intuition and analytical data empowers leaders to make decisions that are both informed and inspired. Picture a scenario where a company considers transitioning to sustainable practices. Intuition may lead leaders to envision a future where environmental responsibility forms the core of their business strategy. However, analytical data—such as market research on consumer preferences and industry trends—validates this intuition by revealing a growing demand for conscious products and services.

Moreover, embracing Principle 5 cultivates a culture of comprehensive decision-making within organisations. By advocating for a dialogue between intuition-driven insights and data-driven analysis, leaders promote diversity of thought, tapping into the collective wisdom of their teams. This inclusive approach not only bolsters organisational resilience, but also fosters a sense of purpose and belonging among employees,  thereby fuelling innovation and enhancing engagement.


Mastering the Balanced Approach: Developing Assertive Intuition

Navigating the path to embracing intuition can represent challenges, yet leaders can adopt strategies to balance both intuition and analytical data, cultivating assertive intuition.

Primarily, leaders must fuse concrete data with emotional intelligence. Advocating for a rational, data-driven approach to decision-making is not disregarded. Leaders should actively engage with analyses and strategically leverage pertinent data streams.

Failing to capitalise on advancements in analytics and big data places leaders at a disadvantage. However, decision-making at higher levels demands a broader approach, being prudent by utilising intuition. A strategic blend of factual data and emotional skills serves as the competitive edge for a conscious & regenerative leader.

Secondly, leaders must embrace risk, for utilising intuition ultimately entails a degree of risk tolerance. Intuition often fills gaps where data is insufficient or unavailable swiftly, hence introducing uncertainty.

Leaders may lack charts or figures to clarify their decision-making process, relying instead on accumulated experiences transformed into wisdom to guide their process. Consequently, leaders must possess the conviction that their experiences are consequential and articulate their decisions with confidence.

Thirdly, leaders must remain agile in adapting to change. Leadership inherently involves adaptation and experimentation, as what succeeds in one scenario may fail in another due to the influence of people on decisions. Today's leaders operate in complex global markets fraught with unpredictable elements. Assertive intuition thrives in such ambiguity, forged from associations between related concepts and events. Leaders refine their intuition by making decisions in ambiguous environments where data alone cannot furnish a quantitative answer.

Commencing with small steps, leaders gradually build associations between diverse data points, eventually enhancing their ability to employ assertive intuition in the most intricate environments.

Lastly, leaders should corroborate their intuition with others. This act of validation does not signify relinquishing authority but serves as a means for a commitment from all stakeholders.



Conscious & regenerative leadership Principle 5 underscores the importance of embracing both intuition and analytical data— assertive intuition—in decision-making. It champions a dynamic and adaptive approach that balances the innate wisdom of intuition with the precision of empirical evidence.


By cultivating this symbiotic relationship, leaders unlock new possibilities, resulting in better navigating through complexity and uncertainty, while making critical decisions that shape the trajectory of their organisations. Thus, embracing both intuition and analytical data has emerged as a fundamental skill set for conscious & regenerative leaders.


AMARNA Vida stands ready to support leaders in developing this capacity, enabling them to make informed and inspired decisions that drive long-term success, leaving a legacy in the world. Our approach is grounded in the understanding that successful leadership requires a delicate balance between instinctive insights and empirical evidence. We offer tailored advice, programs, and resources designed to cultivate leaders' ability to integrate these dual modes of thinking seamlessly.


Through our programs, mainly the Leaders’ Optimized Performance and Maximized Impact Coaching Program®, in partnership with QLX, leaders gain a deeper understanding of the role that intuition plays in decision-making processes. We provide tools and techniques to help leaders tap into their innate intuition, honing their ability to discern patterns, anticipate trends, and envision innovative solutions.

By fostering a supportive environment that encourages self-awareness and introspection, we empower leaders to trust their intuition and leverage it as an asset in their conscious & regenerative leadership journey.

In an era defined by rapid change and uncertainty, the ability to embrace both intuition and analytical data has never been more critical for leaders. AMARNA Vida is committed to empowering leaders with the tools, insights, and support they need to thrive in today's complex business environment.

Are you a leader who embraces intuition? Do you balance instinctive insights and empirical evidence in your decision-making process?




Lockwood, B. & Domingues, L. (2023). The Principles of Conscious & Regenerative Leadership. LinkedIn. October 19, 2023.


PwC (2014). Guts & Gigabytes: Capitalising on the Art & Science in Decision-Making. Economist Intelligence Unit Report, sponsored by PwC. May 2014.



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