By John Capuano, Co-Founder of Simplicity Lone Beacon
Whenever someone tries to makeย a point by saying things like: โI feel like ๐ฏ๐น๐ฎ๐ป๐ธ…โ, โIt seems like ๐ฏ๐น๐ฎ๐ป๐ธ…โ, or โEvery time I ๐ฏ๐น๐ฎ๐ป๐ธ….โ, I ask the question: โ๐๐ฎ๐๐ฒ๐ฑ ๐ผ๐ป ๐๐ต๐ฎ๐?โ
We study consumer behavior trends for financial advisories and institutions, and as much as we think we know… weโve learned that our gut instincts will more than likely ๐น๐ผ๐๐ฒ against empirical data.
So, why is it that so many business leaders default toย their gut instincts rather than the information at their fingertips? Nowhere is this truer than in the financial industry…where there is SO much accessible information to draw from.
The issue is compounded by the adamance and emotions of the gut-decision-maker (or GDM) who is โtoo smartโ and has โtoo much experienceโ to need to do the research.
But, right around the corner is a person whoโs willing to ๐ถ๐ป๐๐ฒ๐๐ ๐๐ถ๐บ๐ฒ into the empirical data and will, over time, erode the business ofย the GDM.
There is no substitute for gut instincts…but gut instincts should be applied only AFTER all of the data is in.
The next time you need to make aย meaningful decision be sure that youโve gathered a patchwork of necessary data: world data, industry data, andย your own businesses data. If you havenโt taken the time to learn from your own precious data…START NOW.
And the next time you feel super adamant about a gut decision, consider the competitor, or prospect that knows the facts.
About theย Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.
