The Elephant & The Rider

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The Elephant — Intuition & Emotion

~90% of the decision

Makes moral judgements instantly, automatically, unconsciously. Steers toward what FEELS right. The real decision-maker.

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The Rider — Reason & Logic

~10% of the decision

Arrives after the elephant has already moved. Finds post-hoc justifications. Thinks it's in charge — but isn't.

↳ Rider serves the Elephant, not the other way around

Moral reasoning is mostly rationalisation — we feel first, then argue.