I'm constantly reading new and different books, trying to learn how to optimize my life. But also, I read books, study companies, and watch people simply to get ideas about how to better approach my own goals. 

I came across Radiant Relief: A Case for a Better Solution to Chronic Pain, by P. Brendon Lundberg and David B. Farley MD and was pleasantly surprised. The book is essentially a manifesto about the backward methods of society and the healthcare system in approaching human pain and suffering. 

What I thought was interesting about the book, beyond the message, was that it laid-out their business model and why their model may or may not work. They provided context into the current problem of how pain is perceived by society and treated in the medical industry, essentially it is treated with drugs. A clear reflection that there is a pain problem is the opioid epidemic. 

A core argument of the book is that pain is an experience that occurs in the brain, but is treated at the "tissue" level of the body, wherever the pain is believed to be emanating from. 

There really is some good science to back up what Lundberg and Farley are saying. For example, in the book Deviate: The Science of Seeing DifferentlyDr. Beau Lotto breaks down the science of perception and explains that all external stimuli are mute or "agnostic," but that our brains give it meaning. If you touch the stove, that stimulus doesn't actually hurt, but your brain interprets it as such. 

As Lotto says: "Information is agnostic. Meaning isn't. The meaning you make with this knowledge is up to you."

In Radiant Relief, the authors provide a large backdrop of recent science is the context of our current healthcare situation which doesn't treat people but simply drugs them. The answer isn't treating the body, but the brain, and teaching the brain to rewire it's relationship to that pain. 

Their mission is to provide FDA cleared technology that allows people to retrain their brains through artificial nerve impulses and essentially through neuroplasticity or the brain's ability to learn to restore the brain and then the body back to a more normal perception of pain to get released.

This is an interesting book because it truly is written as a manifesto. And the authors see themselves as pioneers seeking to disrupt the health industry and transform public perception of a pervasive human problem: pain. 

Their quest is to help people completely heal themselves of pain and to shift the drug culture that has become our medical model and society.

If you are an entrepreneur with a bold mission or simply want a case study on a book that pits its mission and philosophy against a very complex and challenging problem, this is a good book well worth the read. 


It's clear that there is complete confusion throughout most of the world, media, and healthcare about what pain is and how to treat it. Finally, we have a system that is not only compelling and intuitive, but that has validity. Read this book.