Zaltman Quotes

“Conscious thought is the tip of an enormous iceberg. It is the rule of thumb among cognitive scientists that unconscious thought is 95 percent of all thought-and that may be a serious underestimate. Moreover, the 95 percent below the surface of conscious awareness shapes and structures all conscious thought. If the cognitive unconscious were not there doing this shaping, there could be no conscious thought.”
― George Lakoff, Philosophy in the Flesh: The Embodied Mind and its Challenge to Western Thought