Limitless is part of a growing genre within self-help literature that focuses on cognitive enhancement and mental performance. Unlike traditional self-help books that address general life improvement and productivity, Limitless and other books in this subgenre focus on optimizing brain function, memory, and learning capabilities. Kwik's work aligns with other contemporary books such as Deep Work by Cal Newport (2016) and Peak by Anders Ericsson (2016), which emphasize the potential of the human mind to achieve extraordinary feats through deliberate practice and mental strategies.

This focus on cognitive enhancement reflects broader societal trends. In the digital age, where information is abundant and attention spans are challenged, the ability to learn rapidly and retain information has become a highly valued skill. Kwik’s book offers scientifically-backed techniques to improve memory, accelerate learning, and develop a “limitless mindset.” He emphasizes actionable strategies supported by neuroscience. This positions Limitless as a response to modern demands for efficiency and effectiveness in both personal and professional spheres.

The book also taps into the growing popularity of "biohacking" and the pursuit of peak mental performance, a trend fueled by advances in neuroscience and technology. This cultural movement seeks to optimize every aspect of human potential, from physical health to cognitive abilities.