Why does Intuition Matter?

Amazon takes pride in its brutal efficiency: quick delivery, a massive product selection, and a tough work environment.

However, Amazon’s success isn’t solely due to its efficiency.

“I believe in the power of wandering,” remarked Jeff Bezos, founder and CEO of Amazon, during an interview at the Economic Club of Washington. All of my best business and life decisions have been made with my heart, intuition, and guts… not analysis.” Bezos elaborates on this ‘power of wandering’ in his 2018 annual letter to shareholders, explaining why his best decisions have been based on intuition rather than logic.

Here is one of his most important concepts.

Take chances based on your gut.