" Ambiguity is exhausting to the Rider, because the Rider is tugging on the reins of the Elephant, trying to direct the Elephant down a new path. But when the road is uncertain, the Elephant will insist on taking the default path, the most familiar path, just as the doctors did. Why? Because uncertainty makes the Elephant anxious. (Think of how, in an unfamiliar place, you gravitate toward a familiar face.) And that’s why decision paralysis can be deadly for change—because the most familiar path is always the status quo. "

― Chip Heath , Switch: How to Change Things When Change Is Hard