Use Intuition for Innovation Just Like Apple and Target

Disruptive innovators don't rely on data. They look for patterns and let their unconscious thinking do the heavy lifting.

For example, Apple never did formal market research. Target didn't do direct consumer research either. Instead, they used their instincts to infuse leading-edge design.

The merits of data analysis versus intuition is not an either-or issue.

Research showed that participants were better able to process their options after a period of time to engage in an unrelated activity. In other words, they processed data subconsciously.

Our brains work behind the scenes in unconscious thinking. It synthesises data and draws conclusions without us being aware of it.

Researchers found that unconscious thinkers were better able to categorise large amounts of information than other participants who based their choices on weighing options between data points. Unconscious thinkers reported using holistic judgment (a feeling for the big picture) in their decisions.