The document discusses the concept of an iceberg, where only 10% is visible above the waterline and 90% is below. It then applies this concept to human attitudes, behaviors, and beliefs - stating that much of our inner qualities are unseen by others. Several graphics are included to illustrate these concepts. The document also provides definitions and examples of attitude, discusses the benefits of a positive attitude at both the individual and organizational level, and lists 8 steps for changing one's attitude.