On this episode, we’re joined by Jason Vanderground.
Jason Vanderground is President of BrandHaven, a brand strategy and creative agency in West Michigan, and author of DREAM to Reality: The Framework That Builds Brands, Sparks Movements, and Drives Real Change. He was the strategist behind ‘He Gets Us,’ the national campaign whose Super Bowl ads reached 115 million viewers. Over nearly three decades he has shaped brand strategy for Steelcase, Corewell Health, World Vision, Amway, and the Knights of Columbus. Jason holds an MBA from Western Michigan University and a business degree from Cornerstone University. He lives in Grand Rapids with his wife, Jen, and their three sons, and races sailboats whenever he can.
Key Takeaways
- True Brand Strategy Starts by Meeting People Where They Are: Rather than leading with morality or heavy doctrine, effective outreach flips the sequence to focus on the biographical human experience of Jesus first. By highlighting Jesus’s relatable struggles, empathy, and personal relationships, brands and movements can build curiosity, open doors for skeptical audiences, and let deeper theology follow naturally.
- Modern Tools Are the “Roman Roads” of the Public Square: Leveraging high-visibility platforms like Super Bowl commercials isn’t frivolous spending—it is using contemporary infrastructure to present Christ where mass audiences gather. Just as early believers used physical trade routes and the printing press to expand their reach, modern leaders must use mass media to maintain a positive, active voice in public conversations rather than leaving a vacuum.
- The “Dream to Reality” Framework Demands Purpose, Margin, and Vision: Inspired by the biblical story of Joseph, impactful leaders don’t just dream—they interpret opportunities and build clear execution plans. Sustainable impact requires defining a clear mission, researching market gaps, creating emotional resonance, and measuring success through both quantitative financial health (“no mission without margin”) and qualitative life-transformation metrics.
Christian Business Leader is the show for marketplace Christians seeking to explore and apply God’s will for business. If you want to learn more about how to do business for the glory of God and shape culture through discipling the business world, this show is for you.