Augie's New Book Extols Giving

by ALSN Staff on Thu, 2010-07-01 13:51
Lynn and Augie Nieto
Article Highlights:
  • MDA ALS Division Co-Chair Augie Nieto wrote his second book, Reciprocity, Incorporated,  using a toe-operated trackball mouse.
  • The book contains insightful interviews with the heads of some of the top corporations in the country, discussing the symbiotic relationships between good service and business success.

Augie Nieto, co-chair with his wife Lynne of MDA’s ALS Division and head of MDA’s ALS research initiative Augie’s Quest, has written his latest book using a toe-operated trackball.

Despite the difficulty of researching and writing a book while unable to move most of his muscles or speak, Nieto traveled around the country and interviewed more than 30 CEOs and business leaders for Reciprocity, Incorporated. The book finds that generosity and good service are keys to business success because they create loyalty and a sense of obligation among potential customers.

Reciprocity, Incorporated contains revealing interviews with the heads of Starbucks, Safeway, Little Caesars Pizza and other iconic corporations. It also features an introduction by famed cyclist and cancer-survivor Lance Armstrong, who calls Nieto “my Chief Inspirational Officer.”

While researching the book, Nieto discovered that certain companies practice a wide-ranging form of corporate compassion, or as he writes, “a full embrace of the web of obligations and generosity that connects us all.” These companies have been among Nieto’s biggest supporters as he works to raise money for Augie’s Quest, MDA’s ALS research initiative that bears his name.

Since receiving an ALS diagnosis in 2005, Nieto, of Corona del Mar, Calif., has devoted his considerable business acumen to raising money for research into the causes of and cures for ALS, also known as Lou Gehrig’s disease.

Nieto and his wife Lynne have spearheaded an effort that so far has raised more than $23 million for Augie’s Quest.

Reciprocity, Incorporated was published in April 2010 by Infinity Publishing of West Conshohocken, Penn. Books can be obtained online through, or by calling (877) BUY-BOOK.

Nieto is also the author of Augie’s Quest, a book that describes his life before and after receiving an ALS diagnosis and the establishment of MDA’s Augie’s Quest ALS research initiative. Augie’s Quest is available online and in bookstores.

For more information about Nieto’s toe-operated computer equipment, see “Let Your Feet Do the Talking,” in the March 2008 MDA/ALS Newsmagazine.

ALSN Staff
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