10 to 25: The Science of Motivating Young People: A Groundbreaking Approach to Leading the Next Generation―And Making Your Own Life Easier

David Yeager argues that the period between ages ten and twenty-five represents a distinct neurobiological window where young people prioritize social status and respect above all else. He introduces the mentor mindset as an alternative to the common pitfalls of being either too permissive or overly demanding. The book details the transparent expectation technique, which combines high standards with explicit offers of support. Yeager explains how the brain’s dopamine system shifts during these years, making traditional carrot-and-stick management ineffective and requiring leaders to align with an adolescent's need for autonomy.

This book serves parents, educators, and managers who oversee Gen Z and late-millennial employees. Readers learn to replace nagging with communication strategies that minimize defensiveness and foster cooperation. The text provides specific scripts for delivering feedback that motivates rather than discourages. By understanding the underlying biology of social evaluation, those in positions of authority can reduce daily friction and help young adults meet professional and academic goals with less personal stress.