Haidt argues that while language and reasoning skills (the rider) evolved relatively recently, automatic processes and emotions (the elephant) have been evolving for hundreds of millions of years to quickly respond to our environment. The rider therefore did not evolve to be in total command, but rather to work together with and serve the elephant's needs. The rider provides some guidance but is mostly just an advisor to the elephant.

Section: 1, Chapter: 1

Author: Jonathan Haidt

Cults often begin the process of recruiting new members by making them feel special and uniquely understood by the leader.

This is achieved through love bombing – overwhelming displays of affection, praise, and apparent empathy for the individual's personal struggles. During this phase, the leader will mirror the recruit's way of speaking, using code-switching techniques to present themselves as a kindred spirit. This intense validation from a charismatic figure can trigger a powerful conversion experience, particularly for someone going through a challenging time in their life. The recruit becomes convinced that the leader has a singular understanding of their needs and holds the secret to improving their circumstances. This creates an instant bond of loyalty, setting the stage for the next phase of indoctrination: conditioning.

Section: 1, Chapter: 3

Author: Amanda Montell

The word "cult" has undergone significant changes in meaning over time. In the 17th century, it simply referred to religious worship or veneration. By the early 19th century, it was used to describe new or unconventional religious groups without any negative connotations.

However, in the 1960s and 70s, after the Manson Family murders and the Jonestown massacre, "cult" became associated with fear, manipulation, and danger. Today, the term is often used loosely to describe any group with intense devotion to a person, idea, or thing, leading to confusion about its true meaning.

Section: 1, Chapter: 1

Author: Amanda Montell

When trying to recruit new members, MLM representatives often use a technique called "love bombing" – showering the prospect with compliments, validation, and promises of friendship and support.

They may say things like "You have such great energy, you're going to be amazing at this!" or "I can just tell you're the kind of person who's meant for bigger things." This effusive praise is designed to create an instant sense of connection and make the recruit feel special and chosen. By leveraging the power of flattery and playing on people's insecurities, MLMs are able to bypass rational objections and create an emotional attachment that makes it harder for recruits to say no.

Section: 4, Chapter: 2

Author: Amanda Montell

The phrase "drinking the Kool-Aid," often used to describe someone blindly following a group or idea, has its roots in the 1978 Jonestown massacre. Jim Jones, the leader of the Peoples Temple cult, convinced over 900 of his followers to drink a lethal cyanide-laced punch, resulting in the largest loss of American civilian life prior to 9/11. Ironically, the drink used was actually Flavor Aid, not Kool-Aid, but the latter became synonymous with the event due to its status as a generic trademark. For survivors and those who lost loved ones at Jonestown, hearing the phrase used casually is a painful reminder of the tragedy.

Section: 2, Chapter: 1

Author: Amanda Montell

In addition to its more well-known lexicon of esoteric spiritual terms, Scientology has a separate "Admin Dictionary" filled with Orwellian business jargon. This specialized vocabulary includes words like "upstat" (a productive employee), "downstat" (an unproductive employee), and "nonoptimum" (any situation that is less than ideal).

Critics argue that this corporate-speak serves to dehumanize members and enforce a culture of unquestioning obedience to the organization's demands. By reducing complex human experiences to a set of bloodless acronyms and euphemisms, Scientology's admin language makes it easier for leaders to manipulate and exploit their followers in the name of "planetary clearing."

Section: 3, Chapter: 4

Author: Amanda Montell

Marshall Applewhite, the leader of the Heaven's Gate cult, used a unique vocabulary steeped in science fiction to create an alternate reality for his followers. Members were told that by "exiting their vehicles" (i.e., dying), they would ascend to the "Evolutionary Level Above Human," hitching a ride on a spaceship hidden behind the Hale-Bopp comet.

Applewhite reframed suicide as a "willful exit" necessary for "graduation" to this higher plane of existence. Everyday tasks were given clinical-sounding names like "experiments" and "procedures," while the outside world was "out of craft." By immersing recruits in this jargon-filled environment, Applewhite made his cosmic delusions feel concrete and attainable – enough for 39 people to take their own lives believing they were shedding their earthly bodies for extraterrestrial immortality.

Section: 2, Chapter: 2

Author: Amanda Montell

While cult leaders' linguistic techniques are undeniably powerful, it's crucial to understand that language alone cannot brainwash or coerce people into believing or doing things they truly don't want to. Phrases like "mind control" and "drinking the Kool-Aid" oversimplify the complex reasons why someone might join and stay in a cult, such as a search for meaning, a desire for belonging, or gradually escalating commitment over time.

These loaded terms can also stigmatize cult involvement as something that only happens to the foolish or mentally ill, when in reality, a wide range of psychologically normal people can be vulnerable under the right circumstances. To have productive conversations about this topic, avoid sensationalistic language and instead strive to understand the underlying human needs and social forces at play.

Section: 2, Chapter: 4

Author: Amanda Montell

African languages belong to five major families. The distribution of these families reflects the spread of food-producing peoples over the last several thousand years:

• Afroasiatic languages spread with animal herders and farmers from the Sahara and Ethiopia
• Nilo-Saharan languages spread with herding and farming over the eastern Sahel
• Niger-Congo languages spread with farmers out from Nigeria and Cameroon
• The Bantu branch of Niger-Congo spread agriculture over most of subequatorial Africa
• The Khoisan languages of hunter-gatherers were displaced by these expansions

Section: 4, Chapter: 19

Author: Jared Diamond

China was once very diverse in language and culture. The current homogeneity is a result of the gradual spread of agricultural people speaking Sino-Tibetan languages and their absorption of other populations.

• This process, called "Sinification," began in the Yellow River valley of north China
• It took thousands of years for agricultural Sino-Tibetan speakers to absorb or displace hunter-gatherer populations
• Mandarin and related languages spread at the expense of other language families China's cultural homogeneity is thus the result of a long, complex process of agricultural expansion and linguistic replacement.

Section: , Chapter: 16

Author: Jared Diamond