At a time when athletes’ training has become so technically advanced they need charts and spreadsheets, the U.S.’s Kara Goucher is achieving success the old fashioned way. Her style is simple, “Run More. Think Less,” and it is paying off big time, giving her top three finishes in her first two marathons – the New York and Boston – and the first shot in 20 years of beating the Africans in a marathon race.

This story shows that one can still achieve success by running on instinct. And I believe the same holds true for business success. Technology has given us a wealth of information, but there is no evidence that mountains of information have actually improved our decision making skills. In fact, many times the exact opposite is true.

We businesses collectively experience “analysis by paralysis.” Everyone is afraid to make on-the-spot-decisions, delaying instead to endless research, meetings to confer with colleagues, and collecting expert opinions. And for all that time and effort, we end up with mediocre plans with the same old non-confrontational strategies and tactics. This process translates into less risk taking, which ultimately hurts the entire business community and economy.

Like professional athletes, we business people should have more confidence in our talent and years of experience. We should trust our business instincts and put them to work more often. We would certainly get a lot more done. FDR was a master of putting this philosophy into action. His New Deal  was successful precisely because he put so many programs into action. No one program was researched or planned too thoroughly. He was a proponent of, “act first and think later” because the nation was in a crisis and he couldn’t afford to wait for the research results.

Unfortunately, today’s business people do not often have that kind of freedom. For that matter, neither do presidents. They report to layers of management and a board of directors. They are accountable to thousands of customers and employees. That kind of pressure can make even the most confident and determined executive tentative. But we B2B marketers and communications professionals need to go out on a limb a lot more often. We have to try new media, messages and strategies, even though they are not yet proven. We need to take more risks.

I’m not suggesting we throw away all our tools, data and input. I’m just saying that not all decisions require the same in-depth analysis, especially marketing communications decisions. Sometimes it is more effective to just put on your shoes and hit the pavement, letting your instincts be your guide.

Related posts:

1. MySpace for “Our Kind”
2. Lesson from a Kid
3. Do you have good business karma? (Part 2)
4. The Marketing Imagination

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About the author:

Chris Henneghan is one of Schubert’s longest-standing employees, starting with the agency in 1987. She now serves as the Social Media & Public Relations and Client Services Director. Chris is a Notre Dame grad and enjoys tennis, golf, hiking, and reading.

Follow Chris on Twitter: @chrishenneghan