Going with your gut

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From Malcolm Gladwell's "Blink":

"The first task of `Blink' is to convince you of a simple fact: decisions made very quickly can be every bit as good as decisions made cautiously and deliberately."

"We like market research because it provides certainty-a score, a prediction; if someone asks us why we made the decision we did, we can point to a number. But the truth is that for the most important decisions, there can be no certainty ... it is the new and different that is always most vulnerable to market research."

"If we are to learn to improve the quality of the decisions we make, we need to accept the mysterious nature of our snap judgments."

"While people are very willing and very good at volunteering information explaining their actions, those explanations, particularly when it comes to the kinds of spontaneous opinions and decisions that arise out of the unconsciousness, aren't necessarily correct. In fact, it sometimes seems as if they are just plucked out of thin air."

"Finding out what people think of a rock song sounds as if it should be easy. But the truth is that it isn't, and the people who run focus groups and opinion polls haven't always been sensitive to this fact."

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