Front cover of 10 to 25 by David Yeager, paperback

10 to 25 : The Science of Motivating Young People - David Yeager

David Yeager

£12.99
  • Pages · 464 pages
  • Publication Date · 07/08/2025
  • Genre · Psychology
Collect in store Pick it up free from the shop in Oxford's Covered Market, usually quicker than the post.
Delivery Standard tracked £1.99, free on orders over £20. Express tracked £2.99.
Book Lovers' Happy Hour Three cocktails matched to your taste, three books chosen for you, an hour and a half at the bar. £60 per person. Book a place →

Acclaimed developmental psychologist David Yeager reveals the new science of motivating young people in this groundbreaking book. It is a must-read for parents, educators and mentors. ___________________________________`Required reading for anyone who aspires to be a wise influence on the young people they care about.' Angela Duckworth`One of the most fascinating and important books of the past decade . . . It will change millions of lives.' Carol Dweck`This book is life-changing . . . a must-read for anyone who works with young people.'Laurie Santos, Professor of Psychology at Yale University and host of The Happiness Lab podcast'An important and extremely useful book.' Andrew Huberman__________________________________________In 10 to 25, David Yeager explains the emerging science of adolescent and young adult brains to reveal how we can engage, teach and support the young people in our lives. Neuroscientists have discovered that around age ten, changes in the brain spur young people to crave socially rewarding experiences, such as pride, admiration, and respect, and to become highly averse to social pain. This sensitivity to status and respect continues into the mid-twenties. 10 to 25 helps adults to use this science to learn how to encourage young people and avoid frustrating patterns of miscommunication and conflict. Yeager explains how to adopt the mentor mindset - a leadership style that's attuned to young people's need for status and respect - by following a few highly effective and easy-to-learn practices. These include validating young people's perspectives (rather than dismissing them), asking them questions (rather than telling them what to do), and holding them to high standards (rather than coddling them). Yeager's scientific experiments have shown these practices reduce a wide variety of behaviour problems, including mental health issues, unhealthy eating, stress and purposelessness. Young people in this age group are poised to learn, grow, and accomplish incredible things - if only we can tap into the basic neurobiological systems that drive their motivation and behaviour. 10 to 25 offers long-term strategies to help nurture well-adjusted, independent, accomplished young adults, and is necessary reading for all parents, educators and mentors.

Only at Gulp Fiction

Book Lovers' Happy Hour

An hour and a half at the bar, with three cocktails matched to your taste and three books chosen for you. Tell us what you like when you book, and we'll have them waiting when you arrive.

  • 1½ hours
  • £60 per person
  • 3 cocktails, 3 books
Book Happy Hour

Up to four of you can come — book a place each and choose the same time slot, then tell us who you're with. For larger groups, email gulpfictionbooks@gmail.com and we'll arrange it.

Three customers at the window table in Gulp Fiction, cocktails in hand beside a stack of books, with Oxford's Covered Market visible through the glass

Collect in store

Order online and pick it up from the shop. It's free, and usually quicker than the post.

Find us

Units 28–29, Covered Market, Oxford OX1 3DU. Mon–Wed 10–5, Thu–Sat 10–10, Sun 11–4.

Book a table

The bar is open late Thursday to Saturday. Reserve a table for a drink among the books.