The Truth

This claim is entirely false. Brain scans have shown that we use virtually all parts of our brain, even when we're sleeping. Different activities activate different regions, but there's no dormant 90% waiting to be tapped.

The Marketing Lesson

This myth's persistence teaches us valuable lessons about effective marketing:

1. Simplicity sells: Complex ideas simplified into digestible chunks often gain traction.

2. Hope is powerful: People are drawn to the idea of untapped potential.

3. Scientific-sounding claims carry weight: Even when false, they can be persuasive.

4. Repetition works: The more a claim is repeated, the more it's believed.

5. Fact-checking matters: In the age of information, false claims can damage credibility.

The takeaway? While simplification and hope are powerful marketing tools, they must be balanced with accuracy and integrity to build lasting trust with your audience.