Stephen Jenkins, Founder and Managing Director at Too Many Dreams, joins us to talk about why product alone is no longer enough for B2B tech companies to stand out. He shares why more founders are rethinking the performance-led playbook, how strong positioning and storytelling drive real differentiation, and why the most successful companies are investing in brand earlier. We also touch on AI, the limits of automation, and why the human touch still matters more than ever.
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
