Why register?
- Download your favorite videos
- Build & share playlists with friends
- Get updates on new videos & podcasts
Registation Options:


You can also
Forgot your password?
Case Study: Increasing the Bone Marrow Registry November 17, 2010
Jennifer Aaker  Entrepreneurial Thought Leaders Lecture Series
Views: 6799
Creative Commons License
One lesson taught by Stanford GSB Professor Jennifer Aaker is to include the opposite of every idea proposed in a brainstorming session. This tool vastly expands the number ideas, both excellent and terrible in equal proportion. This thinking led one former student to launch a social media campaign to register 20,000 South Asian bone marrow donors to find a match for a friend with leukemia. The result not only increased disease awareness and found a donor, but it also provided an excellent example of successful social networking, factoring in the strength of a specific goal, the power of reversing the rules, the necessity of creating a campaign that allows for no-fuss collaboration, and the need to tell a good story.

Loading statistics data please wait...