Hey Reader,
Let me give you the harsh truth:
Most entrepreneurs don’t destroy their businesses because they’re lazy.
They destroy them because they let their feelings drive their decisions.
We convince ourselves that “gut instinct” is always right, but intuition and feelings can often get confused. Here’s the distinction most people miss:
- Intuition is pattern recognition built from experience.
- Feelings are raw emotions in the moment — fear, excitement, anger, hope.
Intuition can guide you. Feelings can blind you.
And in business, most people aren’t acting on intuition. They’re reacting to feelings.
They hire because they like someone, not because the person can deliver. They hold onto products because they’re emotionally attached, even when the numbers prove they’re failing. They keep pouring money into strategies because of hope, not evidence.
Feelings lie. Facts don’t.
I’ve had a lot of experience over the years in a lot of different industries and I can tell you this: the fastest way to destroy a company is to ignore the facts in favour of feelings.
- In business: feelings say, “This product will work if we just give it more focus.” Facts say, “It’s lost money six months in a row.”
- In hiring: feelings say, “He’s a good guy.” Facts say, “He’s missed his targets for three straight quarters.”
- In strategy: feelings say, “The market will grow again.” Facts say, “The data shows it won’t.”
Feelings are temporary. Facts are reality. When you can separate the two, your decision-making sharpens, your outcomes improve, and you stop wasting years chasing the wrong things.
Daniel Kahneman’s research in Thinking, Fast and Slow shows how often our brains let emotions hijack logic. We cling to stories that feel true even when evidence proves otherwise.
CB Insights found that 42% of startups fail because there was no market need. In other words, the facts were clear, but the founders ignored them — because their feelings told them the world would eventually catch up.
And it’s not just business. In life, we’ve all stayed in friendships or relationships long after the facts were obvious, because feelings — loyalty, hope, fear of being alone — clouded our judgement.
Intuition is valuable. Feelings can be dangerous. Learn to understand the difference and act accordingly.
3 ACTION TIPS / TOOLS
- Run the “If I Wasn’t Involved” Test
Ask yourself: If I wasn’t emotionally invested, what would the facts tell me to do? Imagine you’re advising a stranger. The answer is usually obvious — you just don’t want to face it.
- Make the Numbers Non-Negotiable
In business, feelings love to tell stories. Numbers cut through the noise. Decide upfront what success looks like — revenue targets, profit margins, KPIs — and let those dictate your calls. If the facts say it’s not working, act.
- Pause Before You Decide
Feelings are strongest in the moment. That’s when most bad decisions happen. Step back. Sleep on it. Revisit the facts in the cold light of day. By then, the emotion has faded and the right choice is clearer.
Feelings matter. They’re part of being human. But in business and relationships, they can be dangerous if you let them lead.
The facts are rarely glamorous. They’re often uncomfortable. But they’re clear — and they’ll save you time, money, and heartache if you’re brave enough to listen.
Intuition can guide you. Facts can protect you. Feelings? They’ll destroy you if you don’t learn to separate them out.
We’ve got this …
