It’s not every year that Christmas falls on the same day as a new Renegade Thinkers Unite episode, so this one is extra special. The show focuses on the story of Keane Veran, a cancer survivor who, while undergoing treatment for Acute Lymphoblastic Leukemia (ALL) as an 8-year-old, was asked by Make-A-Wish to wish big.

And wish big he did. In 2011, Keane and his family, including his older brother, Shaun, were flown to Washington DC to meet President Obama, in the White House no less. Nearly a decade later, this moving story about making a young boy’s wish come true is truly powerful—it not only motivated Keane to keep on fighting, but it’s the foundation that inspired the Veran brothers to start a wellness brand with a business model based on goodwill.

A portion of every purchase from their company, Ouragami (OURA), goes to making a wish come true. It’s a lesson in generosity that B2B and B2C companies alike can benefit from. Tune in to hear how marketers can play a very vital role in helping both OURA and Make-A-Wish help kids reach their biggest dreams, with advice and inspiration from Keane, Shaun, and the CEO of the Make-A-Wish chapter in Orange County and the Inland Empire, Gloria Crockett.

220: A Make-A-Wish Holiday Story