The Other 90%: How to Unlock Your Vast Untapped Potential for Leadership and Life" by Robert K. Cooper. The book explores how individuals can tap into their unused capabilities to enhance leadership qualities and personal life. It combines motivation and inspiration with research in neuroscience, performance psychology, and work physiology. The book emphasizes that people often use only a small portion of their potential, and it provides strategies to activate the brain's alertness, manage stress, and motivate ingenuity.