Customer Reviews

See, Feel, Think, Do: The Power of Instinct in Business

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this is an excellent book packed with practical case studies that show why intuition is an absolutely vital part of business success. This is not some flakey PR idea, the authors show why we must stop paralysis by analysis, watch what is happening in our market, understand the emotional context, think through an innovative idea & execute it. Better still they provide practical tools to show us how to get in front of our competitors!

Smith & Milligan's book is part of the new wave of business thinking that legitimizes the use of raw instinct to shorten decision-making and improve its quality. The authors stress that to start using instinct more you have to be physically in touch with your market - use your senses to absorb what is going on, rather than be insulated from it and only receive your business information through reports and statistics. It's full of examples that bring the authors' core messages to life - such as the billionaire retailer Philip Green's habit of walking around his stores in the dead of night so that he can walk where his customers will be walking tomorrow, see what they see, touch what they will touch and so on. A powerful argument for getting bosses out of board rooms and out to where the action is.
There's a realization in most organizations now that we over-complicate and over-analyze. Jack Welch's book Straight From The Gut and Malcolm Gladwell's Blink are part of the correction that we are going through, as we look to work faster, 'truer', and with more of an emotional connection to our customers and our work. Smith & Milligan's new book is a welcome contribution to this 'return to instinct' - full of practical examples of how to put it into action. Highly recomended.