Insight: your intuition is only reliable when three conditions apply:

1. your decision is being made in a stable, linear environment

2. you have previously made numerous similar decisions

3. you have received fast feedback on how those decisions turned out

Implication: most (all?) strategic business decisions do not meet these criteria and hence intuition is generally not reliable in these cases.

Further notes:

1. intuition can be useful for hypotheses, but unbiased evaluation of these hypotheses will be required

2. intuition is essentially a pattern recognition capability that develops based on past, repeat experience

>>> Addition to post: for a deeper dive on this topic see "Instinct, Intuition and Insight"

References:

"Conditions for intuitive expertise: a failure to disagree", Daniel Kahneman and Gary Klein