The underlying requirement of this type of content is getting to know the little details that humanize your content. From our conversations with Alan we learned that there was a story behind why he was supporting this charity. He was originally in the mattress business, and when he transitioned to his own insurance company the “Swan” in the name Blue Swan stood for “Sleep Well at Night.” With such a background in caring about people’s sleep and comfort, this gave that much more context to why Alan was so impacted when he saw someone sleeping in the streets.

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