I think energy is information

I use the word energy in business quite a lot, and I know it can sound a bit woo.

I don't mean I’m going to walk into your category, sense its aura and tell you where to invest £5m.

I mean there are things you can feel moving before they are neatly captured in the data.

A conversation suddenly starts appearing everywhere. People begin using different language. A category that felt quite static gets a rush of interesting new entrants. Customers start rejecting something they previously accepted. A subject that was embarrassing becomes openly discussed. Something feels tired. Something else feels like it has momentum.

That is energy.

It isn't evidence. I think that distinction matters.

I wouldn't build an investment case saying “Carly felt a vibe”.

But I absolutely would use that feeling to decide where to look harder.

What is driving it? Is it showing up in search? Customer conversations? Investment? Emerging brands? Cultural behaviour? Are we seeing the beginning of something or am I simply noticing it because I personally find it interesting?

Energy gives me questions.

Then we go looking for evidence.

I think businesses sometimes dismiss this sort of noticing because it isn't rigorous enough, when actually the problem isn't noticing the signal. The problem would be treating the signal as proof.

Somebody has to notice the smoke before everyone starts measuring the fire.