Kevin J. Clancy and Peter C. Krieg “What is it about going through life, making decisions flying by the seat of our pants, without a plan to get to a clear destination that has us all so captivated? To have the confidence to strike out on your own—research and professional opinion be damned—and take a stand, make a choice, set off in a new direction... just like that? As it turns out, while it sounds quite manly, brave, and highly lucrative to stick to your guns and go with your gut under pressure, under scrutiny, to not back down, it’s not exactly an uncommon thing to do in business today. … The real issue is how many times do pure hunches alone lead to legendary success? The answer upon closer inspection: pretty rarely.”

About the author:
Kevin J. Clancy and Peter C. Krieg are chairman and president & COO respectively of Copernicus Marketing Consulting and Research. They are the authors of "Your Gut Is Still Not Smarter Than Your Head: How Disciplined Fact-Based Marketing Can Drive Extraordinary Growth and Profits."