Our brains work behind the scenes in unconscious thinking. It synthesises data and draws conclusions without us being aware of it.

Researchers found that unconscious thinkers were better able to categorise large amounts of information than other participants who based their choices on weighing options between data points. Unconscious thinkers reported using holistic judgment (a feeling for the big picture) in their decisions.

Disruptive innovators don't rely on data. They look for patterns and let their unconscious thinking do the heavy lifting.

For example, Apple never did formal market research. Target didn't do direct consumer research either. Instead, they used their instincts to infuse leading-edge design.