"I trust my gut."
It’s a phrase we’ve all heard. But in today’s fast-paced business world, relying on gut instinct could be a dangerous game.
In fact, nearly nine out of ten business leaders acknowledge that they now need to make decisions faster than ever before, but many simply do not have the time or resources to do so, forcing them to rely on intuition rather than data.
This is one of the key findings from Confluent’s new Quick Thinking report, which explores how 200 CEOs, MDs, and C-level executives across the UK make decisions in an environment where speed is critical.
The data reveals a striking paradox: while 90% of these leaders say they must make decisions in real-time, 61% frequently make snap decisions without fully reviewing available data.
Even more concerning, 58% admit they rely on gut instinct because it’s too difficult to access insights quickly enough.
For any C-level executive—whether you’re a CFO, CTO, COO, or CMO—this raises an important question:
how sustainable is gut feel as a decision-making tool in the modern business environment?
The Real Risk of Relying on Intuition
The problem is compounded when you consider where time pressures are most pronounced.
People management (73%), workforce expansion (56%), and market growth (53%) top the list of areas where executives are feeling the squeeze.
These are not trivial concerns.
These are the decisions that shape your company’s future, yet they’re being made in a data vacuum, relying on human intuition that is fallible and subjective.
This isn’t to say that intuition doesn’t play a role in leadership. But as businesses scale, the complexity of decision-making skyrockets.
As a Harvard Business Review study found, businesses that rely solely on intuition tend to have a higher failure rate in fast-moving, complex markets.
When you add in the data from Confluent’s report, it becomes clear that executives are under-equipped with the real-time data they need to make informed decisions—leaving them exposed to potential missteps.
The Demand for Data-Driven Decision Making
The desire for change is there.
A staggering 84% of business leaders say they want to make more decisions based on accurate data, while 85% believe their decision-making would improve if they had access to real-time insights.
Yet, the gap between aspiration and reality persists.
Why?
Because gathering, processing, and analysing data in real-time is no small feat.
The good news is that executives recognise this challenge and are actively investing in the right solutions.
According to Confluent’s report, nearly all business leaders (97%) are investing in real-time dashboards to enhance decision-making.
Additionally, 77% of leaders plan to invest in data streaming to support this transformation.
These technologies are poised to change how decisions are made, ensuring they are informed by up-to-the-minute data rather than gut feel.
Already, 80% of Fortune 100 companies have adopted real-time data streaming, recognising that how data is processed and distributed is no longer just a technical issue but a strategic business decision.
The impact goes far beyond the IT department—it’s about profitability, customer experience, and operational efficiency.
Leveraging Data Streaming for Competitive Advantage
Executives who have implemented data streaming technology report improvements in their decision-making abilities, allowing them to act on data as it happens—not hours or days later.
This shift from reactive to proactive decision-making could spell the difference between surviving and thriving in today’s volatile market.
Companies that embrace this technology will also be able to mitigate risks more effectively.
For example, a McKinsey study found that data-driven companies are 23 times more likely to acquire customers, six times as likely to retain them, and 19 times more likely to be profitable.
In contrast, companies still relying on gut feel risk being outpaced by more agile competitors who can leverage real-time data insights to identify opportunities and threats faster.
The Future of Decision-Making Is Now
As organisations continue to navigate complex environments, the pressure on executives to make quick, impactful decisions will only intensify.
Gut instinct may have its place in leadership, but it cannot be the sole guide for business strategy.
The future of decision-making isn’t about choosing between speed and accuracy—it’s about having both.
As the famous W. Edwards Deming quote says: "In God we trust. All others must bring data."
To find out about how we can optimise your decision making get in touch!