Moment of Decision: The Role of Intuition in Business

Overview

In "Moment of Decision," Celso Antunes and Telma Guimarães Castro Andrade explore the critical role of intuition in business decision-making. Drawing on extensive research and real-world examples, the authors argue that intuition is not merely a gut feeling but a powerful cognitive tool that can lead to superior decision-making outcomes.

Key Insights

1. Intuition is not a gut feeling.

Intuition is often dismissed as a mere gut feeling or hunch. However, Antunes and Andrade argue that intuition is a complex cognitive process that involves the integration of conscious and unconscious information. Intuition draws on a wide range of sources, including past experiences, knowledge, emotions, and environmental cues.

2. Intuition can be developed and refined.

While some people may seem to have a natural knack for intuition, Antunes and Andrade emphasize that intuition is a skill that can be developed and refined through practice. They offer a number of exercises and techniques to help readers enhance their intuitive abilities.

3. Intuition is essential for effective decision-making.

In a rapidly changing and uncertain business environment, intuition can provide a critical edge in decision-making. By tapping into their intuition, leaders can make more informed and effective decisions, even in situations where complete information is lacking.

Real-World Examples

The book is filled with real-world examples of how intuition has played a pivotal role in business decision-making. These examples span a wide range of industries, from technology to finance to healthcare.

One particularly compelling example is the story of Steve Jobs. Jobs was known for his strong intuition and his ability to make bold decisions based on his gut feelings. This intuition led him to make some of the most important decisions in Apple's history, including the development of the iPod, iPhone, and iPad.

Why You Should Read This Book

"Moment of Decision" is a must-read for anyone who wants to improve their decision-making skills. The book provides a wealth of insights into the role of intuition in business and offers practical advice on how to develop and refine your intuitive abilities.

Whether you're a seasoned executive or just starting out in your career, "Moment of Decision" will help you make better decisions and achieve greater success.

Conclusion

In "Moment of Decision," Celso Antunes and Telma Guimarães Castro Andrade make a compelling case for the importance of intuition in business decision-making. By providing a deep understanding of the role of intuition and offering practical advice on how to develop this skill, the authors have created a valuable resource for anyone who wants to improve their decision-making abilities and achieve greater success.