Aimee Romero - How Intuition and Analysis Shape Business Decisions

Aimee Romero is the Founder and CEO of Love and Science, an agency that specializes in brand and business strategy, digital optimization, and data analysis. Under her leadership, the firm has grown from a boutique consultancy into a full-service agency working across industries — from startups and e-commerce brands to media organizations.

In this episode…

Some entrepreneurs build their companies on data, others on instinct, but the most compelling paths often emerge where both forces collide. The interplay of intuition, empathy, and analysis can shape how leaders make choices and view opportunities. What can leaders learn from someone who finds clarity by moving through complexity rather than escaping it?

Early experiences taught brand strategist Aimee Romero to translate messy, unstructured input into patterns, a skill that later sharpened inside an agency where she saw firsthand how misaligned decisions could quietly undermine a client's success. That moment became a catalyst, pushing her toward a more intentional, strategy-driven approach. Through micro-decisions, intuitive breakthroughs, and embracing friction as a creative engine, Aimee maintains that clarity comes from questioning everything until your "why" emerges. 

In this episode of The Decision, Robert Hartline and Eric Jackson sit down with Aimee Romero, Founder and CEO of Love and Science, to discuss how intuition and analysis shape entrepreneurial decisions. She explains why empathy matters in branding, how micro-decisions guide progress, and the agency experience that pushed her toward strategy-first work.