Businesses can too often be held back by their absolute determination to be rational about decision making. How do I know this? Simple, my gut tells me. Now, I’m not suggesting that CEOs hold weekly séances or use divining rods to search out opportunities, but I am suggesting that intuition, gut feeling and instinct need to be taken far more seriously than they are. I am astonished that some people (and they are not all economists) still believe that consumer decisions are rational and not emotional. Yet here are two more compelling reasons why this is just not so; one from an English philosopher and the other from a German psychologist.