From the way we create our identities and manage our health, to the way we employ therapy-speak at work and vote in elections, it’s apparent that people are increasingly being guided by feelings and intuition in places where they may have once relied on reasoning or ideology.This noetic, direct-knowing way of moving through the world may sound familiar to you. Perhaps a colleague was “guided” to change careers, or a friend decided to “detox” their personal life. Maybe you, yourself, have dabbled in any form of “energy” practices.None of these major decisions came from religious ideology. None of them came from scientific reasoning. They came from a third place of intuition, and this is an important cultural shift that revalues knowledge in our world.When 87% of Americans believe in at least one New Age spiritual belief, it's clear this third place of knowing is growing. But what is really interesting is what we see when we drill down into that majority.What we find is not so much spirituality but instead the very definition of noetics: knowledge that is felt to be true, inside, by the self, with intuition as its defining experiential characteristic. In this house episode, Concept Bureau Senior Strategist Zach Lamb gives us a clear, compelling look at what this third epistemology actually is and how we’ve seen this new belief system emerging for the past few years in our work at Concept Bureau.It is a domain that is both needed and felt, but not yet surfaced in our culture… and that is the formula of a golden opportunity.Links to interesting things mentioned in this episode and further reading:The Noetic Future of Culture and Brands (Concept Bureau)High Fidelity Society Is Reorganizing The World (Concept Bureau)Awakening from the Meaning Crisis (John Vervaeke)The Body Keeps The Score (Bessel van der Kolk, MD.***Check out our website for more brand strategy thinking, and come connect with us on Twitter, Instagram and LinkedIn.