After all, you can find yourself in situations when the data doesn't seem to have all the answers, but the decisions still need to be made.
I have found that, as a marketer, when you have lots of wide-ranging experience and your own personal databank at your disposal, you really can rely on your gut to help. You can tune into and use your own commercial 'intuition'. Trust me, it works – even if you are not female.
It's becoming increasingly common to delay making decisions, while seeking consensus.
Too much talk goes on and not enough decisions are taken promptly in business.
It's better to make 12 decisions – even if you get a couple wrong. It gives the extra kick of momentum that's needed to compete effectively in modern, ultra-fast marketplaces.
This article was first published on marketingmagazine.co.uk