Intuition is a critical component of farmers’ decision making and underlies human capital. A model of decision making, including intuition as a factor, was developed and used to determine the important variables associated with intuition. Structural equation modelling enabled relating farm outputs to the components in the model. The components included management style, experience, intelligence, decision reflection, self-critiquing, and similar. Intuitive ability, relative to basic managerial ability (planning and implementation skills), proved to be critically important in achieving objectives. The pre-requisites of good intuition were experience, technical and decision theory knowledge, and, in part, anticipation skills. Developing successful intuition requires consulting widely, personal reflection and critiquing in a constantly evolving decision skill. The model was original and the first to integrate the factors giving rise to business decision making intuition. The results make it clear how to improve intuition, and underpin understanding farmers and their modus operandi. •Farmers' decision making with an emphasis on intuition is reviewed and explored.•Most decisions use intuition … a model shows well developed intuition gives success.•Human attributes, like personality, intelligence, & background impact on intuition.•The model allowed quantifying factors enhancing intuition e.g. feedback, reflection.•Also important are anticipation skills, decision theory and technical knowledge.