Magic versus Logic - the argument for using our gut feel.

In the recent events that have taken place: a General Election and England making the European Cup Final, you could argue that here are two events where you may have gone with either your head or your heart, or what is our gut telling us? 

There are a number of sources on the benefits of using the gut to make business decisions. The concept, what we think versus what we feel is nothing new but how often is it applied in business and, beyond that, what about alchemy or magic?  

It is possible, according to Rory Sutherland of Ogilvy, the author of Alchemy: The Surprising Power of Ideas That Don't Make Sense, he suggests that we apply ‘psycho-logic’ to our usual logical thinking and by embracing the irrational enables us to find the alchemy or magic for problem solving. Creative or unconventional thinking can lead to innovation and even efficiency.

He might be onto something…. 

As organisations lean in to purpose-led philosophy does this encourage less logical and more psychological opportunity for solutions? Could it help us redefine how we recruit, train, pitch or service clients? 

This combination of applying creative and emotional techniques to the business model can result in something unique, or magical. 

Take it a step further, consider that Walt Disney made his mark by sharing his imagination, albeit through a talking mouse and through the concept of magic. Now, many organisations take inspiration from Disney’s customer service approach to create a unique customer experiences.

A few years’ ago, I worked with an inspiring manager who often encouraged us to, do the same ‘create the magic with those that want it’. Citing Disney as a source of inspiration and a somewhat a ‘build it and they will come’ mentality to increase engagement with stakeholders by doing great work with a small group of early adopters. And it worked. There was no logic behind it. We simply had the space to think freely and creatively. 

Magic can come from anywhere. 

During the pandemic, we changed the world from our bedrooms and kitchen tables. That’s pretty magical. It’s true, this meant your living or bedroom, became a classroom, boardroom, fitness studio, and could also act as the conduit for innovation. That’s not suggesting it was easy, because we know it wasn’t. But it did provide the opportunity to think differently. Now the jeanie is out of the bottle and we have proven the universal social experiment of hybrid working.

While analysis and strategy is necessary, relying solely on data has its limitations. Sometimes we need to look beyond the spreadsheet. I was impressed when a colleague said to me recently, “let’s go with our gut feel,” when handling a project because as we know, trusting your gut, is also a reliable source especially when the data is lacking.

Simply put, developing solutions sans logic, gives us space for creative thinking or a little magic.  In a brave new world perhaps the next debate should be when to start.  

I’d be interested if you have experienced a little alchemy to get results in a new way. 

If you're interested in reading a little more on this on these concepts - embracing the gut feel, the irrational and overriding the data, here are some great sources. 

“Head & Heart: The Art of Modern Leadership”, Kirstin Ferguson

“Alchemy: The Surprising Power of Ideas That Don't Make Sense”, Rory Sutherland

“Be Our Guest: Perfecting the Art of Customer Service (A Disney Institute Book)”, Theodore B. Kin

#Creativity #Marketing #Strategy