Glossary/Strategy & Frameworks/System 1 and System 2
Strategy & Frameworks
System 1 and System 2
Two modes of thinking, fast intuitive and slow deliberate, named by Keith Stanovich and Richard West and popularized by Daniel Kahneman in 2011.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
System 1 and System 2 are two modes of thinking: System 1 is fast and intuitive, while System 2 is slow and deliberate. The terms were named by Keith Stanovich and Richard West and popularized by Daniel Kahneman in 2011. Marketers apply the idea because many buying decisions rely on quick, intuitive judgments.