Books like The Other 90% by Robert K. Cooper

For centuries, the belief that human capacity is capped has limited our aspirations. Dr. Robert Cooper, a neuroscience pioneer, challenges this notion, arguing that we routinely work with less than a tenth of our brilliance. In "The Other 90%", he blends inspiring stories with scientific insights from neuroscience, performance psychology, and work physiology to provide concrete steps for activating hidden potential. This guide explains how to raise energy at work, activate the brain’s “alertness switches” to overcome pressure, and integrate the cognitive, emotional, and physiological systems for peak performance. Cooper’s practical techniques help readers reduce stress, motivate ingenuity, and improve their impact both personally and within teams. By tapping into the unseen reserves within our minds and bodies—often overlooked by traditional training—"The Other 90%" offers a practical roadmap for those seeking to elevate themselves and their organizations beyond conventional limits.

First publish date: May 8, 2001