Intuition

Perhaps the least rational way of making decisions is to rely on intuition. Intuitive decision making is a non-conscious process created from distilled experience.

Its defining qualities are that:
- It occurs outside conscious thought, it relies on holistic associations (or links between disparate pieces of information)
- It's fast and it's affectively charged (meaning that it usually engages the emotions)

'Intuition is a highly complex and highly developed form of reasoning that is based on years of experience and learning.'
The key is not to either abandon intuition or rely solely on it but to supplement it with evidence and good judgement.