Award-winning strategist Steve Biegel shows why purpose outperforms spectacle - and how to use Think > Say > Do to win beyond Super Bowl weekend.
This exclusive drop lands the Friday before the Super Bowl and the opening of the Winter Olympics - for a reason. Steve Biegel (Dreamboat Group; ex-Ogilvy) unpacks how purpose beats spectacle, when celebrity helps instead of hurts, and why Think > Say > Do is the simplest path to tribes that buy for years, not days.
We cover
- Using tent-pole moments without faking it
- The right and wrong way to deploy celebrity
- A practical definition of purpose in 2026
- The protest-ad fiasco vs. AmEx + Jerry Seinfeld
- What Bernbach/Ogilvy/Reeves would do with TikTok & AI
- Where the first dollar of a $10M brand budget should go
Chapters
00:00 Cold open - the problem with glitter & spectacle
00:44 Purpose & the soul of a brand
01:29 Long-term relationships > short-term metrics
05:55 Super Bowl celebs: attention vs. value
07:17 Case that worked: AmEx x Seinfeld
08:47 Case that flopped: protest-ad fiasco
10:41 The Think > Say > Do framework
13:47 What the winners do in the next decade
16:21 If I had $10M…where the first dollar goes
18:47 Reframing a conservative category around smart risk
20:23 What the legends would say about TikTok & AI
22:34 Where to find Steve + his book
23:11 Close: “Purpose burns long.”
Links
Steve Biegel - Dreamboat Group: thedreamboatgroup.com
Steve: stevebiegel.com • LinkedIn: https://www.linkedin.com/in/steve-biegel-1b03503/
Host: Adam W. Barney - Transition Leadership Foundation Call (20 min) → https://calendly.com/adamwbarney/foundation-call-20min