System 1: The instinctive, quick, primal, impulsive part of our brain.
System 2: Calculating, thoughtful, deliberate, cerebral side of us.
System 1 is the brain’s default mode.
We like to believe we only operate in System 2 mode. Totally bloody wrong.
We just hate admitting we’re making important decisions based on System 1.
Great marketing is all about influencing System 1 thinking.
I’m in System 1 mode all the time, even when I’m trying not to be.
Real scenario: Received a LinkedIn connection request from someone I didn’t know.
So I replied with “Do we know each other?”
This was my System 2 mode (rational side): I only want to connect with select people.
Notice how quickly I switched to System 1 (conversation thread below):