- Trusting Your Gut As A Critical Ingredient For Creating Innovations
By Chipp Norcross
Call it a hunch. An Instinct. Intuition. Following these kinds of “gut feelings” often lie behind the creation of great companies and great products that we love. Steve Jobs is often held up as a leader who deeply trusted his gut, going so far as to say, “You have to trust in something – your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.”
In this short article, The Neuroscience of Trusting Your Gut, the idea of the “hunch” is presented as a somatic marker, or physiological clue of what to do next. The example given in the article is one which most of us are familiar with. We find ourselves in a bad neighborhood, we see a suspicious looking person and our instincts tell us to run instead of spending time collecting other fact-based inputs. We unquestioningly trust our gut in this situation.
In business, however, trusting the gut can often much more difficult. I frequently see clients I work with struggle with the decision of pursuing something they believe to be the right path in their gut vs. what they think they should do. One of my very favorite examples of this was a wonderfully visionary leader who I remember holding (and caressing) a piece of paper that had Option A on it while she made the logical case for choosing Option B. Luckily, I was fresh off of spending a week learning about somatics at Strozzi Institute, and quickly picked up on this clue. After it was brought to her attention, she acknowledged the conflict she felt and we worked through the concerns she felt about Option A that had unconsciously held her back from choosing it. Ultimately, she followed Option A to great success, partially because it was such a new and exciting path to pick.
It is so easy for us to suppress our gut instincts in favor of logical though in business that sometimes we are not even aware of doing so. I think a lot of that has to do with the fact that, unless you are at a certain level (CEO?) in an organization, following your gut alone can be a punishable offense. Without the right supporting data or research, it can be impossible to get funding or investment dollars to explore a new line of business. And while there is good reason for businesses to be so pragmatic, knowing how to conduct research in the pursuit of discovering new products requires very specific expertise. So instead, many tend to err on the side of the safe and predictable. Things that we can easily, and logically, explain having done if we need to. Things that we know how to accomplish, even if they are not very exciting.
In reality, the gut is a repository of experience that we build over time, intertwining our emotions and reason. “You don’t just remember facts, whether the outcome was good or bad, but you remember whether what we felt was good or bad,” says Antonio Damasio, a neuroscientist at the University of Southern California and head of the Brain and Creativity Institute in the attached article. “That tandem of fact and associated emotion is critical: what we construct as wisdom over time is actually the result of cultivating that knowledge of how our emotions behaved and what we learn from them.”
If you are up for a challenge in 2014, I’d suggest trying to listen to your gut more often when pursing new, innovative work. Not to follow it down blind alleys with reckless abandon, but as a helpful check to gauge the wisdom of the decisions you make. If you feel a sense of excitement surrounding an idea that the numbers don’t support, take some time to investigate it more fully to understand what makes it so appealing. Likewise, if you feel disappointment or loss when discarding an option that you were considering, take a moment and look deeper into that feeling. What exactly is it that is hiding inside the idea that you are leaving behind? In either case it’s likely your subconscious was trying its best to give you a clue to your next move.
One of my favorite tricks for checking in with my gut is to flip a coin when making a difficult decision, then check in to see if I feel reaffirmed or disappointed with the result of the coin flip. It is a surprisingly simple and helpful tool.