Trusting Your Intuition When Making Business Decisions

Have you ever found yourself revisiting the same decision repeatedly, even after you thought you had made up your mind?

That back-and-forth can often feel like indecision, but it may actually be something deeper.

It could be your intuition trying to get your attention.

In order to trust my intuition when making business decisions, I have done a deep dive into the following:

•    Understanding Intuition in Decision Making
•    External Recognition of Intuition
•    Feelings Associated with Decision Making
•    Blending Intuition with Data

Doing this might help you better identify how your own intuition shows, and this is also something I discuss in episode 216 of the Lean Out Your Business Podcast.

Tune into Episode 216 of the Lean Out Your Business Podcast or keep reading below.

 When Revisiting a Decision Means Something Needs to Shift

If you’re typically decisive and find yourself circling the same choice repeatedly, that could be a signal that something is off.

This recently came up for me. There was a decision I thought I had made, but I kept second-guessing it.

I would move forward, then question it.

The clarity came while driving to visit my dad, a time when I often find the space to think clearly.

I realized I was trying to keep two things separate that actually belonged together.

Once I saw that, the entire decision made more sense.

The repeated questioning wasn’t a lack of clarity.

It was my intuition signalling that something about the decision was out of alignment.

The lesson for me was clear: When I act in ways that are uncharacteristic, it’s usually a sign I need to pause and listen more closely.

However, this might look different for you.

If you normally spend a lot of time weighing decisions, your signal could be when you make one unusually fast.

The key is to notice what feels off-pattern for you.

How to Identify the Cues That Matter

Intuition shows up in different ways: sometimes it’s a gut feeling, sometimes it’s a repeated nudge, and sometimes it’s a feeling of relief or discomfort that follows a decision.

Here are a few ways to recognize how your intuition might be speaking to you:

• A sense of calm or relief once a decision is made

• A lingering unease, even when something looks fine on paper

• Feeling stuck in a cycle of revisiting the same idea over and over

In my case, once I made the right adjustment, everything clicked.

What had felt complicated started to feel aligned.

That’s one of the clearest signs I’ve learned to recognize.

You may also experience fear after making a decision.

That can be a sign you’re stepping into growth, not that the decision was wrong.

It’s important to distinguish between fear and misalignment.

Fear stretches you, whereas misalignment pulls you backwards.

The Value of Trusted Mirrors in Your Business

One of the most valuable things you can have in your business is someone who knows you well and can spot the signs when something isn’t aligned.

Jessica, my right-hand, is great at this.

She notices when I revisit something more than usual and points it out.

Her perspective helps me slow down and reconsider before moving forward with something that might need more attention.

Whether you have a right-hand, a coach, or a trusted peer, share with them how your intuition typically shows up.

Let them know what’s typical behavior for you and what isn’t.

That context helps them support you better and even recognize those intuitive signals before you do.

If you're the one supporting a founder, keep this in mind too.

When they revisit a decision multiple times, it usually means one of two things:

Either the choice is not quite right, or they haven’t fully understood how all the pieces fit together yet.

Why Intuition and Strategy Are Better Together

You don’t need to choose between data and intuition because the strongest leaders use both.

Data helps us validate and guide decisions.

However, when you’ve been in business long enough or have deep experience in your industry, you sometimes see patterns before the data catches up.

You sense a shift in the market or notice something that doesn’t feel quite right, even when the numbers suggest otherwise.

Intuition becomes especially important when there is no data to rely on.

When you’re innovating or doing something brand new, intuition is often your only guide.

It doesn’t replace strategic thinking, but rather complements it.

In my own experience, the best decisions are made by combining internal knowing with external evidence.

When both line up, that’s when you move forward with clarity and confidence.

What to Do When You Feel Stuck or Uncertain

The more familiar you are with how your intuition communicates, the more equipped you’ll be to trust it.

Here’s a simple process to help you make more aligned decisions:

• Notice when your behavior around a decision feels uncharacteristic

• Give yourself time and space to process before acting

• Reflect on how you feel after making a choice, and what that feeling is telling you

• Involve trusted advisors and team members who understand your patterns

• Use both data and intuition together, not in opposition

Business owners make countless decisions every day.

Some are quick and minor, whilst others are complex and strategic.

When you learn to balance experience, data, and instinct, you become a more grounded and effective leader.