In his book Gut Feelings, the German psychologist Gerd Gigerenzer found out that taking time and analyzing does not help us make better choices. These results were consistent with other experiments in chicken sexers, chess masters, professional baseball players, award-winning writers and composers. How does this thinking apply in business? How do our customers choose one product/service over the others? How does the subconscious mind speak louder in influencing our decision?