Have you ever had that deep feeling of dread that warns you something’s not right, even if you can’t put your finger on it? That’s the Ick—that feeling in your gut when you’re in a meeting and wonder if what’s being presented could be perceived as the greatest idea ever, or so off-putting that your brand will die a flaming death by quarter’s end.
Throughout our careers, we’ve been taught to ignore that icky tinge — told we’re paranoid, and to trust logic rather than feelings. We’ve become so data-driven that we’ve forgotten to trust our gut. But growing evidence shows your gut serves as a second brain — a vast bacterial ecosystem and neural network. We must balance data with gut to make better decisions. Here’s what the Ick could be telling you, and what you can do about it.