Aimee Romero

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.

Here's a Glimpse of What You'll Learn

[2:31] Aimee Romero explains the meaning behind the Love and Science name and its blend of intuition and analysis
[4:19] The importance of empathy, intuition, and automatic audience response in branding
[6:18] Aimee defines love in business as empathy, intuition, and visceral human connection
[9:21] How Aimee approaches decisions as evolving outcomes rather than binary choices
[15:59] A formative agency experience that pushed Aimee toward strategy-first work
[22:15] How EO has challenged Aimee to reframe problems
[30:45] Aimee’s experience of being homeschooled and how it shaped her worldview

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.

Quotable Moments:

“If that automatic response is bad, it doesn’t really matter how well-planned everything else is.”
“I don’t know how I have tricked people into thinking I’m a genius, because I think I am a disaster.”
“Empathy is…kind of everything.”
“I like to find out that I’m opposed to something.”
“I don’t know what could possibly be interesting about me.”

Action Steps:

Start every project by asking “why” repeatedly: Digging past the surface request helps uncover the real problem a client or customer is trying to solve. This ensures your solution aligns with their actual goals rather than their initial assumptions.
Balance intuition with data in decision-making: Intuition captures emotional and automatic audience reactions that metrics alone can miss. Blending both allows you to see opportunities and limitations more clearly.
Create space for reflection before making decisions: Allowing ideas to “simmer” helps your mind process complex information and reveal patterns. This leads to more thoughtful, strategic choices rather than reactive ones.
Prioritize empathy when building products or messaging: Understanding how people instinctively respond increases your ability to create something that resonates. Empathy strengthens connection and ultimately improves conversion, loyalty, and trust.
Continuously question existing frameworks and approaches: Challenging assumptions opens pathways to innovation and prevents stagnation. It keeps you adaptable and aligned with your own reasoning rather than defaulting to inherited systems.