I propose that answers to questions of human value can be visualized on a “moral landscape” — a space of real and potential outcomes whose peaks correspond to states of the greatest possible wellbeing and whose valleys represent the deepest depths of suffering. Different ways of thinking and behaving — different cultural practices, ethical codes, modes of government, etc. — translate into movements across this landscape. Such changes can be analyzed objectively on many levels — ranging from biochemistry to economics — but they have their crucial realization as states and capacities of the human brain.

— Sam Harris, Edge: THE NEW SCIENCE OF MORALITY

Edit: It was of course Sam Harris who said this.