When Seth Godin, who writes a popular blog at sethgodin.com, learned that his friend and colleague Amit Gupta had leukemia, he quickly offered up a challenge to his readers: the first bone marrow donor match to Gupta who would donate stem cells would receive $10,000. Gupta, who is of South Indian descent, is a poor candidate for a bone marrow match in this country, where minorities in general — and South Indians specifically — are under-represented in the donor pool.
Seth Godin explains his marketing dilemma. Amit Gupta, founder of PhotoJojo.com, is also on the show.
Here's more information about the National Marrow Donor Program, and how to join the registry to become a possible donor.