Mike Lehr's Blog

Virtually all of our decisions are emotionally based. Therefore, as we saw in my previous posting, Decisions: Roles of Intuition and Cognition, intuition (link) plays a vital role in decision making. We often notice this as our confusion about the reasons people give for their decisions. This is because if don’t have a grasp on the emotions causing people on a subconscious level to gravitate to a rationale justifying what they want.

Since the business world often demands we have a rational orientation, we faulty believe that people make decisions about their actions as shown in the left-hand figure below.  If they find Rationale #1 as having the best set of reasons, evidence and logic, then people will select the recommended action associated with it, Action #1. If Rationale #3 is the best, then they select Action #3.

Shopping Rationales: Cognitive vs Intuitive Decisions

However, the right-hand figure shows that intuition, based upon people’s wants and desires, will actually determine the action then the corresponding rationale to support it. So, if people prefer Action #2, they will tend to select Rationale #2 because it justifies their decision. However, as the above embedded posting suggests, this shopping for a rationale will likely occur subliminally. This means that on a conscious, cognitive level, people will tend to believe they are making a rational decision even though they are not.

What does this mean in practical terms? First, good insight into the decision maker’s personality will enhance our abilities to predict his decisions even if we don’t have complete knowledge of the problem. Second, any of his decisions, even if they aren’t similar to the problem, will further our insights into his personality. Taking such an intuitive approach works because personality will always be more consistent than rationales.

In Robert Heinlein’s science fiction book, Starship Troopers, the instructor, Mr. Dubois says, “One can lead a child to knowledge but one cannot make him think.” Automatically, a picture forms in my mind of a person who collects a garage full of tools and doesn’t fix anything or who collects a kitchen full of utensils and always orders out. There are many people who treat knowledge the same way; they collect it but never think about it or employ it.

Often I will begin certain seminars by declaring, “You won’t learn anything new, but if you’re like others, you’ll still find it helpful.” We are so preconditioned to view the stuffing of our minds as a benefit, that we have difficulty seeing how this could be true. So, I go on to say, “Most of what I will cover you already know; however, I will present it in a way that will encourage you to think about it differently and take action.”

I contend that rather than go out and collect more knowledge, if we just use even 20% of what we already know but don’t use, we would see substantial changes in our careers and lives. How many people collect business improvement books as though they were collecting stamps?

Intuitively, we know that we must consider the emotional aspect of knowledge. This appears in the form of motivation to think and employ that knowledge. Simply, learning something new shouldn’t be the benchmark of a worthwhile learning effort. Did it encourage us to look at things differently? Did it move us from inertia to action?

Now, that is real power.

While helping a non-profit, a board member said, “We can only deal with a problem if we know there is one.” Here the state knowledge assumes alters our perspective. In this case, it causes us to ignore the idea of prevention, dealing with problems before they arise. In reality, problems don’t care whether we know or prove they exist. Thus, if knowledge’s form can alter our perspective and prevent us from seeing potential solutions, it is important to have a grasp on the different states of knowledge.

To that end, I’ve created the map to the right. It has five basic states: Unknown, Aware, Know, Prove and Quantify. Each is a subset of the previous one:

Knowledge Map

• Unknown: Not knowing what we don’t know
• Aware: Knowing what we don’t know, or not being able to express what we do know
• Know: Knowing without proof but being able to express what we know
• Prove: Using approaches that adhere closely to the scientific method or the one used in courts of law.
• Quantify: Being able to count, calculate or formulate.

By looking at knowledge’s states in this manner, we see how much reality we exclude if we only accept what is quantifiable and provable. Imagine in warfare or the game of poker if we took no action unless we could prove it was the right one. Business is not immune to this. Therefore, success is more determined by how we treat what we don’t know or barely know and not by how we treat what we can prove and quantify. Thus, if we lived by the advice of the board member above, we would surely fail without a great amount of fortune.

Cognition is the refining of knowledge and the justifying of decisions through rationales. Rationales are thoughts linked by such techniques as reason and logic. They impact how we view things, both tangible and intangible. Cognition gives us a way to express ourselves, to express our desires, wants and needs.

Cognition is a process occurring primarily on a conscious level. “Refining” and “justifying” indicate that process. Since the formulation of thoughts occurs primarily in our conscious, cognition gives form to what our intuition creates. This form allows us to change our world in accordance with our desires, wants and needs.

Cognition is the refiner of virtually every decision we make, because almost everything we think, do or say needs some sort of refinement to give it focus and specificity before it can effectively impact our world. In this way, cognition crystallizes into a goal, objective or some other tangible form the direction that our intuition gives us. It’s similar to the way an agenda, a score or a script gives form to a meeting, a song or a play in accordance with the tone we want for them.

As an example of what cognition is, consider a message that seeks to influence people. It will contain a rationale using reason and logic to demonstrate the positive benefits of adopting the message. However, if the rationale is not understandable it will appear as unreasonable, illogical, incomplete or indecipherable. As a result, the message will have difficulty influencing people. Witness what happens to a computer when the coding does not follow the language or logic of a certain protocol. The same thing happens with people when confronted by rationales they do not understand. That is cognition at work.

Intuition is the acquiring of knowledge and the making of decisions through emotions. Emotions are feelings that go beyond our senses of touching, smelling, seeing, hearing and tasting. They indicate how we feel about intangibles such as concepts and personalities. For instance, if we like something, that is our emotions giving us knowledge.

Intuition is a process occurring primarily on a subconscious level. “Acquiring” and “making” indicate that process. Since all emotions begin in our subconscious and can often reside there forever without our conscious knowledge, intuition works in the subconscious to process what our emotions generate.

Intuition is the originator of virtually every decision we make, because everything we think, do or say begins on a subconscious level. In this way, intuition is the compass for our conscious similar to the way an introduction sets the tone for a meeting, a song or a play. Intuition is the deliverer of the raw ingredients for our decisions which our conscious refines and manifests so we can live in our world.

As an example of what intuition is, consider a messenger and the message. We can change how people interpret the message by changing the content of the message. However, we can also change how they interpret the message by changing the messenger. Witness the counter effect a repetitive commercial has when suddenly its celebrity messenger falls from grace. People’s interpretations change even though the message does not. That is intuition at work.