‘A fresh perspective on how to navigate uncertainty and make better decisions in every aspect of life’ Annie Duke, author of Thinking in Bets and Quit

‘Reading You Already Know reminded me of the moment I knew YouTube was possible’ Steve Chen, co-founder of YouTube

A research-backed framework to help you accomplish your most ambitious goals by honing and harnessing your most powerful yet underutilised resource: intuition.

What sets the most successful people apart? While hard work is certainly a factor, Professor Laura Huang's extensive research – spanning entrepreneurs, investors, Olympic athletes and Pulitzer Prize winners – reveals that their greatest asset is something less tangible: intuition. That instinctive ‘gut feeling’ often determines who seizes opportunities and who misses them.

In You Already Know, Laura breaks down the science behind intuition, explaining how it is formed from external data, accumulated wisdom and the subconscious insights we don’t even realise we have. What follows is a gut feeling, which shifts our perspective and drives us to act.

Grounded in Huang’s pioneering research and enriched with insights from hundreds of illuminating interviews, this book offers a practical model for becoming better at recognising, understanding and enhancing your intuition to accomplish your most ambitious goals. What’s stopping you from unlocking your full potential? You already know.

"The top economist who believes intuition is a secret superpower" - The Times