William McCants, a fellow in the Center for Middle East Policy and director of the Project on U.S. Relations with the Islamic World at the Brookings Institution, joins MSNBC’s Morning Joe and talks with Mike Barnicle about the rise of ISIS and the findings in his new book “The ISIS Apocalypse: The History, Strategy, and Doomsday Vision of the Islamic State.” Mike asks McCants: “How much of the recruitment by ISIS—the lure of ISIS—is geared to the fact that they are so brutally violent, as opposed to Al Qaeda…?,” Hear McCants insight here and watch the discussion on the complex fight against ISIS inside Syria.