Case | HBS Case Collection | August 2010 (Revised January 2013)

Avi Kremer

by Joshua D. Margolis and Mark Wetzel


If you were diagnosed with a terminal illness, how would you respond and what would you do with your remaining time? Avi Kremer contemplates four options for how to devote himself 18 months after being diagnosed with ALS. His experience thus far and the choices he faces foster insight into building resilience and finding purpose. The case documents Kremer's personal history before and after diagnosis, describing the ups and downs in his life both prior to and after the diagnosis, lending insight into what enabled him to respond in the extraordinary way he has. The case highlights Kremer's remarkable efforts to fight for a cure; the doubts and obstacles he experiences along the way; and the current options Kremer faces, from returning home to spend time with family to founding a new biotech venture. Through this stark, realistic, and inspiring example, the case prompts discussion relevant to anyone at any point in life about resilience and purpose, prompting all students to reflect upon handling adversity and leading a purpose-driven life—and what it takes to equip oneself to do both.

Keywords: Entrepreneurship; Values and Beliefs; Health Disorders; Leadership Development; Personal Development and Career; Social Enterprise; Personal Characteristics;


Margolis, Joshua D., and Mark Wetzel. "Avi Kremer." Harvard Business School Case 411-022, August 2010. (Revised January 2013.)