DID YOU START YOUR SPICE UP JOURNEY ?
Jean-Pierre Baeyens
Strategic Spicer at SPICE UP, Professor Emeritus at Solvay Brussels School of Economics & Management (ULB)
When designing their strategy,?many business leaders still rely on outdated tools, believing they remain effective but?it’s a disaster!?Like trying to repair a sophisticated timepiece?with a hammer.
That's why most businesses?follow trends instead of shaping their own future. But real success?isn’t about imitation—it’s about owning a clear, powerful identity. ?
DOES YOUR BRAND OR COMPANY NAME HOLD A DISTINCTIVE PLACE IN THE MINDS OF YOUR AUDIENCES ?
??SPICE?UP is a strategic model?designed to help you craft a?standout positioning, whether for your?brand, business, or personal identity.
The key??Clarity, consistency, and commitment?to securing a?unique space in the minds and hearts of your audiences.
But SPICE UP is more than a model—it’s a?philosophy?rooted in the belief that?humans thrive when they shine, aim high, share boldly, and challenge the status quo.
???Scroll down for insights on how to integrate SPICE UP into your strategic thinking.
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WHAT ARE THE KEY STEPS OF?YOUR SPICE UP JOURNEY ?
1. Define a Clear Vision
Positioning starts with?knowing where you’re headed. Your vision isn’t just about predicting the future—it’s about?forging your own future. A strong vision statement provides:
??? A?purpose—the reason behind everything you do.
??? A?long-term direction—guiding decision-making.
??? A?way to measure progress—ensuring alignment.
A?well-defined vision?gives structure to your actions and helps focus your resources on what truly matters. Without it,?you risk drifting aimlessly.? Visions are often summarized in a vision statement but it can also be directly communicated by a leader. Watch?here how Jack MA told to his founding?team about the future of ALIBABA 25 years ago.?
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2. Identify Your Target Segments
Not everyone is your audience.?Trying to appeal to everyone means standing for nothing.?You need to?segment intelligently?and focus on the?right?people who truly connect with your brand or mission.
??? Who do you want to impact?
??? What are their needs, behaviors, and aspirations?
??? What unique value can you provide them?
A?SPICE UP brand or identity?doesn’t try to please the masses—it?stands strong for the right audiences. A popular trick today is to design persona?although you should be aware of the bias?associated with it. ?
3. Craft a Powerful Positioning Idea
Your?positioning idea?is the?instant perception?you want people to have when they hear your name. It must be:
????Unique—different from any other in your space.
????Memorable—easy to grasp and recall.
????Timeless—valid for the long term.
That's where the SPICE UP model ?will play its distinctive role. In??chapter 12 of my book you will read about the way to get to it:?
4. Build a Strong Value Proposition
Once you’ve defined your?vision, audience, and positioning, the next step is creating a?value proposition?that speaks to your market. This is the?reason why?your customers, clients, partners?or followers should choose you.
The?value proposition is a?package encompassing?product,?service, image, customer?experience and price.? The questions you need to ask are:
????What do you bring to the table that no one else does?
????Why should people trust and invest in your brand?
????How do you communicate this value clearly and effectively?
A great value proposition isn’t just about?features—it’s about?the overall value??you deliver. ?
5. Perfect Your Marketing Execution: Create the Best Marketing Show
Even the?best positioning strategy?will fail if it’s not?communicated properly and if your value proposition is not delivered excellently.?To truly?own your place in the market, your marketing and branding must align with your?SPICE UP identity.
??? Use the?right channels?to reach your audience.
??? Create?consistent messaging?that reinforces your positioning.
??? Stay?bold and authentic—don't dilute your brand to fit in.
A strong?SPICE UP strategy is not just a concept—it’s a practice.?
Positioning?requires action, consistency, and long-term commitment.
Take a moment now to dive in and explore? 3 immediate steps you can work on right now?
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WHAT SHOULD YOU DO NOW ??
HERE ARE 3 IMMEDIATE STEPS YOU CAN WORK ON RIGHT NOW??
1. Map your ecosystem and understand the interests of strategic players
Every organization today operates at the?intersection of multiple stakeholders—clients, distributors, prescribers, influencers, media, investors, suppliers, partners, employees, and more.?Ecosystems have become increasingly complex, with diverging interests, needs, and expectations to balance.
????Your challenge??To establish yourself as a?unique, strong, and distinctive player?in this strategic game. Your?identity must be crystal clear, positioning you as the?ultimate choice—the best alternative for those engaging with you, your brand or your organization.
2. Craft?your "elevator pitch"
An?elevator pitch?is a short description of an idea, product, or company that explains the concept in a way that anyone can understand in a brief amount of time.
To be ready for different contexts, have these?three key formats?at hand:
Each version should?clearly articulate:
????If you can’t explain this in a few minutes, it’s not clear enough.?Refine it until your positioning is sharp, compelling, and easily understood.
? 3. Assess your image and reputation
How does your ecosystem perceive you?
Identify key?target segments?within your ecosystem and assess your?brand image or organizational reputation.
????This “image audit” is crucial.?It will help you either reinforce?key strengths that align with your positioning or?identify and correct inconsistencies?between?
START YOUR SPICE UP JOURNEY NOW
BE DIFFERENT AND PROVE?IT ?
A SPICE UP journey is the transformation of a clear identity into real, impactful actions.?It’s about moving from strategy to execution, ensuring your uniqueness is fully expressed in the field.?
Look at your?website, social media, messaging, and content. Does everything reflect your?unique positioning? If not, make immediate adjustments to align with your?SPICE UP identity.
Remember:?Positioning isn’t just about standing out—it’s about?owning your space?in the minds and hearts of the right audience. ?
????Start NOW. Make it bold. Make it YOU????
?Contact me if you want help to implement the SPICE UP Model in your organization
You can read it in just 5 minutes—or take a bit more time if you dive into the links!
?? Want to ?share ideas ?? Want to SPICE UP your?thoughts ? ??
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Discover more?about the SPICE UP model on my website