Each week, a lot of scripts come my way. Some of them resonate with me. Many of them don’t.

After I had read the first chapter of this particular book, something strange happened to me. I felt an unusual but pleasant tingling at the back of my head. By the end of the second chapter I knew what it was: my brain had started to catch fire, but why?

I think it’s a unique combination of ideas and personalities in the book, and the way the story is told. Instead of talking at their readers, the authors are talking to them, pulling them into the various campaigns and making them of part the process.

Secondly, Brains on Fire is not some dry description of a theoretical marketing model. It’s based on the grassroots experience of real people and real companies with flaws, failures and surprising successes.

While finishing my first read, I realized that Brains on Fire had touched me on a different, more personal level too. My wife has Multiple Sclerosis and she is very active in a movement promoting awareness, understanding and continued research into the causes of this mysterious disease.

As the economic tide was turning, it became more and more challenging to mobilize people and find the funds to fight MS. Reading Brains on Fire gave me inspiration and practical strategies to keep the momentum going and the movement growing.