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Happy Super Bowl week! Are you ready for the Big Game? Which team will you be rooting for on Sunday? Lyndsey and I are flying home from Florida on Sunday morning and then hosting a Super Bowl party in the late afternoon. Go Eagles!

This week, I want to share the story behind Disney’s iconic Super Bowl campaign—a campaign that’s been part of our culture for nearly forty years.

In 1984, Michael Eisner and Frank Wells took the reins at Disney with bold ambitions and a determination to innovate. One of their priorities was marketing the parks more effectively—a surprisingly untouched opportunity at the time. As Tom Elrod, Walt Disney World’s marketing chief, famously told Eisner, “You can see how much we’ve accomplished without advertising. Just think what wonders we could do with it.”

Fast-forward a few years, and their willingness to embrace change resulted in one of the most memorable advertising campaigns of all time.

As Eisner recounts in his book Work in Progress, the idea began during a dinner at Disneyland in early 1987. Eisner and Wells were hosting a star-studded evening to celebrate the opening of Star Tours, with George Lucas, Jeana Yeager, and Dick Rutan among the guests. Just a month earlier, Yeager and Rutan had made history by piloting a single-engine plane around the world on one tank of gas.

Eisner’s wife, Jane, turned to Rutan and asked a simple but compelling question: “Now that you’ve flown around the world and done the most adventurous thing imaginable, what are you going to do next?”

Rutan’s sincere reply? “We’re going to Disneyland.”

Jane immediately saw the potential. She pulled Michael aside and said, “This would make a great advertising campaign.” By the next morning, Eisner was hooked. Within two weeks, at the Super Bowl in Pasadena, the campaign made its debut.

As the New York Giants’ Phil Simms walked off the field after leading his team to victory over the Denver Broncos, a camera crew caught the moment. “Phil Simms, you’ve just won the Super Bowl. What are you going to do next?” an off-camera voice asked. With a smile, Simms delivered the now-famous response: “I’m going to Disneyland.”

Simms spent the next day at the park with his family, appearing in parades, taking his kids on rides, and participating in media events—all with Disneyland as the backdrop.

The campaign was an instant success, gaining cultural icon status and cementing Disney as a symbol of triumph, excitement, and joy. Over the years, the “What’s Next?” campaign expanded beyond the Super Bowl to celebrate athletes like John Elway and Michael Jordan, as well as others who achieved extraordinary accomplishments.

Today, the phrase “What are you going to do next?” has become part of the American cultural lexicon. It’s no longer just for Super Bowl champions or award winners—it’s a question for all of us.

As we gear up for this year’s Super Bowl, think about your next big win. What’s your next step? What are you going to do next?

While dreaming big is part of the magic, success doesn’t happen by wishing on a star. It takes action, courage, and a willingness to embrace the possibilities. As Disney’s story reminds us, there’s no limit to what you can achieve when you choose to change, dream boldly, and take decisive action.

So…what are you going to do next?

If you need help figuring out your “next,” I’d love to connect. Whether you’re chasing a dream, launching a new project, or trying to take your career or business to the next level, let’s start a conversation. Reach out—I’m here to help!

P.S. Happy Birthday (2/5) Lyndsey!