The Malcolm Gladwell bestseller "Blink: The Power of Thinking Without Thinking" advocates the use of gut feeling or gut check as a critical factor in human decision making; Do I want that burger? Do I believe what I see as discount on that price tag? Is that car the right one for me? Every decision making is suddenly impulsive and cognitive psychologists are having a field day describing human behavior based on such heuristics..suddenly gut reaction have become the next big thing for decision making. CEOs to soccer mom - everyone is apparently doing gut check.
In this effort to do gut check for everything, we keep on forgetting about inherent traits as cognitive biases (where our judgment is based on stuff we know and want to believe against stuff that we do not know or do not want to know)..sample this ..bias to mimimize personal ego loss in a conflict can direct decision making to be something that is suitable to the personal ego and not for resolution of the conflict (think initial conflicts between board and union members of Walmart where each group was motivated to avoid big loss and didn't concentrate on mutual gain).
It is suggested by experts to follow the lean principles of decision making
(a) don't decide and execute till the last reasonable time for decision making
(b) verify all bits of information (may be rationalization sometimes is better)-- e.g. unicorns do not exist even if you see them after being drunk and
(c) question your decision (ask the other group who disagrees to your decision making)
Last but foremost is definitely trust your gut but don't leave a chance to question and verify it.
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