CEO MONTHLY / MARCH 2026 9 The CEO Proving That Dreams Can Come True A wish has the extraordinary power to inspire hope and transform lives. For a child facing a lifethreatening illness, a wish becomes a spark of possibility that uplifts their spirit and gives them something to look forward to. This is a belief championed by When You Wish Upon A Star, a charity dedicated to bringing joy and hope to children during difficult times. As CEO Joe Williamson is named in the Most Influential CEO Awards 2026, we caught up with him to learn more. “At a time when life can feel overwhelming and uncertain, we exist to make dreams come true and to remind families that happiness, magic, and hope are still possible.” Since 1990, When You Wish Upon A Star has proudly granted more than 19,000 wishes for children facing lifethreatening illnesses across the UK. The charity was founded by Barbara White CIOF OBE, who became inspired after meeting a seriously ill four-year-old who dreamt of meeting Mickey Mouse. This encounter lit a spark within Barbara to bring smiles to the faces of many more brave children throughout the country, and When You Wish Upon A Star was born. “Each wish embodies compassion and hope,” Joe told us. “We approach each child’s dream with empathy and understanding, tailoring every detail to their unique needs and circumstances. Our work is a reminder that, even in challenging times, there is joy, kindness, and possibility in the world. Wishes are living expressions of compassion and hope, giving children and families the courage to face each day with optimism and the belief that magical, life-changing experiences are possible.” Joe Williamson’s journey to CEO is one that has been shaped as much by personal experience as it has by professional ambition. Joe became a father at just 20 years old, a moment that fundamentally shifted his outlook on life and responsibility. This new role provided him with a strong sense of purpose and a desire to build a career that was not only successful, but truly meaningful. He shared: “I wanted my work to stand for something and make a positive difference.” This motivation led Joe to qualify as a teacher, where he developed a deep understanding of the importance of care, empathy, and believing in potential, particularly within young people. From there, he moved into management roles within charitable foundations, progressing quickly as he sought opportunities to learn, grow, and take on greater responsibility. At every stage, Joe was driven by a simple principle: to do better than he had done before. Joe joined When You Wish Upon A Star in 2025, where he leads his team with trust, empathy, and empowerment. Central to this is the ability to adapt to individual learning and working styles, and the understanding that no two people are the same. With this, Joe takes the time to understand how each member of his team learns, communicates, and becomes motivated. By structuring his approach, whether through coaching, mentoring, or simply listening, Joe helps each individual grow in a way that works for them. “My advice to budding CEOs is simple but often underestimated: prioritise culture and people above everything else,” he stated. “Qualifications, training, and technical expertise matter, but they will never outperform a healthy, engaged, and motivated organisation. People are the true engine of success. Ultimately, a healthy organisation will always outperform a smart one. If you get the culture right, the results will follow.” Maintaining this culture will be a critical component of Joe’s future plans. Following his recent recognition as the Midlands’s Most Influential Charity and Non-Profit CEO 2026, the CEO intends to continue making a positive impact wherever he can. For his team, this means continuing to foster a happy, empowered, and engaged workforce where people can grow, thrive, and do their best work. For children and families, it means ensuring that every wish the team grants is as magical and life changing as possible. In the same vein, When You Wish Upon A Star has a number of incredibly exciting plans for the next 12 months and beyond that will allow the team to build on their mission and reach even more children and families. The charity will launch its new three-year strategy at the end of 2026, which will set the direction and ensure continued excellence in wish granting. This strategy will focus on deepening impact, strengthening culture, and creating more opportunities to make wishes truly extraordinary. To learn how you can get involved in transforming the lives of children facing life-threatening illnesses, get in touch with When You Wish Upon A Star today. Contact: Joe Williamson Company: When You Wish Upon A Star Web Address: whenyouwishuponastar.org.uk Photography: Carla Whittingham
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