In the previous part I wrote about the three centers of intelligence, and one of them was the instinct center. To recap, those in the instinct center can instantly recognize something without knowing why they know it, and we left off with the question: "In this data-driven era, how can an instinct-center planner use this cosmic power to earn colleagues' trust and solve client briefs well?"
This is the biggest tension that intuitive planners (and honestly anyone working in creative services) have to face. We "feel" a truth, but we can't articulate it with "data."
The biggest mistake is treating intuition and data as opposing forces.
The truth is: Intuition is the compass for data.
Intuition tells you where to look, and data helps you prove whether that path is right (or wrong). Intuition asks, "What if...?" and data answers, "Because..."
So how can a "cosmic system" planner shine in a "data system" world? Here are three practical steps from my own experience to make the most of intuition.
Step 1: Use intuition to form hypotheses
When you "feel" something, don't present it as a final conclusion; frame it as a hypothesis.
- Don't say: "I feel like this insight is right."
- Do say: "My hypothesis is [describe what you sensed]."
This opens up room for the team to search for evidence with you, instead of forcing them to "trust" you immediately and dismissing you as emotional.
Step 2: Prove intuition with data
This is the critical step. Once you have a hypothesis, you need to be the first to gather evidence that backs up that "cosmic" signal.
Important: as I wrote in "Data-driven Insight for Planners," data means information—not just numbers—and I already shared detailed ways to collect data in that article, so feel free to revisit it on my blog.
When you present your idea, you're no longer speaking in abstractions. You say, "My hypothesis is X. And here is the data I collected from, say, interviewing 12 target consumers."
Step 3: Present concisely
Intuitive planners often tend to present at length because they're afraid others won't fully grasp what the universe whispered to them. That backfires; it only makes listeners (especially rational bosses and clients) more confused.
Being concise shows that you don't just "feel" it; you've understood the problem deeply and distilled what matters most.
Belonging to the instinct center is a gift for planners; there's no need to force yourself into the rational camp. Instead, treat it as your competitive advantage.
Data tells us what is happening. Intuition helps us sense why it's happening, and what if might happen next.
A planner doesn't just read numbers—they also have to feel people. Claim the "cosmic message" first, then use data and logic to prove the universe texted the right person (and even if it didn't, you'll prove that too).
Wishing you intuitive hits that land right where you aim.
