See feel think do

The power of instinct in business - By Andy Milligan and Shaun Smith

The power of instinct in business decribes a simple, yet powerful, technique that lies behind some of the best inventions and most innovative product and service ideas in business today. Put simply, it is the idea that by watching and empathizing with real customers and how they act, we can develop ideas that solve their real needs.

For a while it looked as if MBA models, focus groups and CRM systems were in danger of taking over from good old human instinct and a passion for making a difference. Now we are seeing that many of the best and most innovative business ideas are coming from business leaders who operate more from their own gut instinct and insight rather than endless analysis.

Tim Waterstone started his chain of bookstores using just this approach. Philip Green has tripled earnings of the Arcaid Group with his hands-on style. David neeleman, founder of the US airline JetBlue Airways, used these principles to propel his airline from a start-up in 1999 to a US$1-billion company today. It has produced the Apple iPod, led to drive-through check-ins and low-cost flights; it has affected the ways that Heinz market ketchup and NASA tech their astronauts safety.

SEE, FEEL, THINK, DO is a thought-provoking and highly practical book that shows how the power of instinct can transform your own business.