We live in a data-driven corporate world. Why, then, do 85% of business leaders report feeling anxious about the choices they have recently made based on cold, hard facts? That's because data only tells half the story, where intuition fits in.

Intuition fills in the gaps and picks up where the data leaves off. Have you ever “felt” someone staring at the back of your head? How do you know the person was there? There were no data. It was intuition. You have approx 120 billion neurons in the “first brain” inside your skull and 100 million neurons in your “second brain” (aka, your gut). If you're focused on just one of those brains, you're prone to making ill-informed decisions.

For those just starting out on their entrepreneurial journeys, trusting your “gut” or intuition can seem daunting. You are often bombarded with a flood of information, conflicting advice and new experiences. In this whirlwind, relying on your gut can feel like navigating without a map. However, developing this trust your intuition is crucial. It's about developing an internal compass that guides you through decisions when clear answers may not be apparent. Over time, as you gain more experience and learn from successes and failures, what once felt like an overwhelming reliance on an unknown force will begin to feel more like a trusted ally in your decision-making process.

I do not mean to suggest that data is not important. It is. However, trusting your gut is just as important. Your gut can speak volumes. You just have to learn how marry with data to draw an informed conclusion. If you're new to allowing intuition into your decision-making process, follow these steps:

Connected: 4 Reasons Why Intuition is an Essential Leadership Skill

1. Gather knowledge from unusual, data-free places

When you have a problem to solve, don't just jump to charts and graphs. Look elsewhere for innovation.

Once, I was part of a team tasked with increasing Disney's Hispanic market penetration. THE find ideas in unusual placesour group spent a day with three different types of people: a “weird,” a “deep,” and a “normal” (for context, a “weird” is someone who has a tangential relationship to your challenge, but is from Another An “insider” is someone who works in your industry but doesn't work for you.

My “strange” was a Hispanic car dealer. He and I drove a car to a Hispanic family so they could test drive it. The car dealer pointed out to me that there would be more than 20 people in the kitchen when we arrived. He was right. I considered this a clue, so I wrote it. Another clue happened when abuela casually mentioned: “When there's a party, we party; when there's not, we do one.” Her words were met with laughter and the laughter kept coming as more of the family loaded into the car.

Then there was my “deep,” a travel agent in the theme park industry who catered to Hispanic families. I watched as she talked to a couple about a 50th wedding anniversary cruise. All they cared about was having five tables of 10 people together for dinner on the cruise ship. They didn't care about ports or shipping lines. Another given.

Finally, I met a “normal”. This was a Hispanic woman celebrating her son's first birthday. Many friends and family members were there, but she complained that the party was not complete because she was missing her brother. Now, the data came together: Hispanic families wanted a place to gather together in large numbers. Therefore, if we could create a series of packages to meet this need, we could better attract and serve the Hispanic market.

Our experience of reaching unusual places resulted in a bucket of ideas. These ideas could not have seen the light of day without being prompted by the intuition that our data was not telling us everything we wanted to know.

Connected: Study the data, but then trust your gut

2. Embrace and encourage intuition in your work

It's one thing to believe in the power of intuition. It's another thing to embrace it wholeheartedly at work. So how can you cultivate it in yourself and those around you? Start by integrating it into your discussions, especially during meetings or planning sessions. While it's important to respect and understand the data, open the door to conversations focused on the human element of whatever you're trying to understand.

Listening is a critical aspect of these intuition-based discussions. Ask open-ended questions to prompt people to provide more information that feeds into your intuition. And don't just listen to what they're saying; observe their body language and how they interact with the world around them. Something invaluable I learned early in my Disney career was to speak last. Hear everyone in the room so you can gain the insights you need to more intuitively contribute to the conversation. Avoid overthinking; instead, let your intuitive voice speak to you and guide you.

Remember: your competitors probably have a lot of the same data as you. However, they don't have your and your team's unique, intuitive knowledge. By trusting these insights, you can uncover emotional connections and consumer needs that aren't apparent in data alone, giving you a competitive advantage. Invite couples into the conversation when you're looking for these intuitive nuggets. Often, couples check each other's answers, ensuring authenticity as one partner corrects the other if they stray from the truth. This dynamic allows you to gather more in-depth information than you can get from individuals alone.

Additionally, take the opportunity to get out of the usual office or focus group setting and visit your customers' living quarters. Observing them in their natural environment can reveal additional intuitive insights, as you'll notice things in their environment that confirm or challenge your preconceptions. This approach not only enriches your understanding, but also strengthens the human element in your research, providing a solid foundation for becoming more empathetic and customer focused decisions.

Connected: How to improve and use intuition in your career and business

For entrepreneurs, mastering the balance between data-driven insights and intuitive thinking is a powerful step toward effective decision-making. While data provides a solid foundation, embracing your intuition adds a critical dimension, allowing you to see beyond the numbers and make connections that might otherwise go unnoticed. I encourage you to trust your gut feelings, as they are invaluable in navigating complex situations where data alone may not provide all the answers. As you continue to grow your business, combining these skills will not only boost your confidence, but also differentiate your approach, helping you create innovative solutions and make meaningful connections.