The Bottom 90
A space for leaders to uncover the unseen 90% of what forged great leaders. Here, you’ll learn how to connect dots you didn’t know existed to tell a story people have never heard. You’ll learn to see people, organizations and society differently, and lead them from something deeper than frameworks and steps,
Founded by Ryan Cotton. Ryan is a financial operations leader, writer, and mentor with a background in engineering. With more than a decade of leadership experience, he blends systems thinking with a belief that the greatest growth comes from understanding what lies beneath—whether in people, leadership, or technology—and turning those principles into practice.
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The Bottom 90 is where the psychology of leadership meets the philosophy of why we lead
The Bottom 90 explores insights from psychology, philosophy, neuroscience, behavioral science and more to help you see leadership differently. It’s not about discarding what you’ve learned—it’s about reframing it, connecting it to deeper principles, and applying it in new ways to both past lessons and future decisions.
Book coming 2026
It all began with an idea…
My curiosity was sparked by a realization: most leadership books are written by observing what leaders do. Some may touch on who leaders are, but almost none explain what makes great leaders become great leaders — and truthfully, it can’t be explained in a framework. It’s a slow, lifelong process—like the bottom 90 percent of an iceberg shaped over decades by unseen currents and relentless pressure. Over time, that process molds a leader’s thoughts, habits, decisions, and ultimately the way they see the world.
That curiosity pulled me into psychology, philosophy, neuroscience, behavioral science, human nature, and more. I’ve explored thousands of sources across disciplines, searching for the connections that reveal not just what leadership looks like, but how leaders come to see differently.
This book is the result. It isn’t about polishing the surface. It’s about gaining a new lens entirely—like someone who has always looked at the night sky and seen only stars, until one day they learn the constellations, and suddenly the same sky tells a story. Once you see it, you can’t unsee it.
That’s what The Bottom 90 is about: uncovering the forces that quietly shape leaders and giving you the perspective to connect the dots for yourself.
Coming 2026.
When people think of leadership, they picture many different traits: charisma, vision, confident execution, effective communication, inspiration, etc. All those qualities matter, and many leaders sustain long and impactful careers because of them. But what we often overlook is that, for some leaders, these visible strengths and traits rest on something much deeper…