Technological and market uncertainty plays a large role in the field of venture capitalism, due to new products and new markets that entrepreneurs are creating. This uncertainty limits the role of rationalism and logic, and opens up the door for an often-overlooked human capacity: intuition.

The role of intuition in venture capital decisions may be worth looking at. In an article by Rolf Wüstenhagen & Christoph Birkholz, the research of Goldstein, Gigerenzer et al. (2001) is cited as finding that "decisions based on 'fast and frugal' heuristics outperform decisions based on more complex decision models in a variety of contexts, notably under high uncertainty." This finding suggests that intuition indeed has an important role in the venture capital decision-making process.

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