DON'T SELL, SHARE INSTEAD

The era of selling anything to anyone at any price is over! Millennials have shown us a new way to live and to buy, embracing balance, moderation, pleasure, and dreams over mere materialism. SPICE UP isn’t about selling more—it’s about sharing smarter. Selling is the result; durability is the reward.

Take inspiration from CLASSIC 21, a Belgian radio station sharing its passion for rock, pop, and blues. Founded by Marc Ysaye, its genuine passion has built a loyal audience in the competitive entertainment world.

Sharing isn’t naïve; it’s strategic. Millennials grew up valuing fairness and community, shaping today’s “sharing economy.” For example Airbnb is not renting, but "sharing with fair exchange". This mindset shifts us from mass-market exploitation to cooperative, trust-based relationships.

Sharing resources, ideas, and creativity fosters loyalty, innovation, and mutual benefit. Be generous—what you give comes back a hundredfold.

THINK OF SHARING INSTEAD OF SELLING.

Consider this

1. Sharing builds trust and connection.  

When you share a passion, customers feel it, align with it, and trust you more. Unlike mass-market selling, sharing fosters authenticity. Millennials lead this shift, valuing creativity and connection over excess.

• Farmers "share" their production with local communities.

• Chefs share their art through creative cuisine.

• Entrepreneurs share their creativity by launching innovative startups.

2. If you share instead of selling, you're not naive—You're smart. Sharing is not naive at all—it’s highly effective. Millennials embrace fairness, where sharing comes with a reasonable contribution. It’s not just buying or selling; it’s a fair exchange. Take Airbnb: it’s not about renting but sharing underused real estate. Sharing feels generous: "You let me use your apartment, so I’ll pay you something in return." This philosophy reshapes perceptions and builds stronger connections.

3. Sharing fosters cooperation. Sharing is at the heart of partnerships—sharing resources, expertise, and facilities. The old “win at all costs” competitive mindset is giving way to coopetition (cooperation with competitors).

• Sharing signals trust, which creates lasting relationships.

• Expanding the pie benefits everyone more than fighting for a bigger slice.

• Creativity often outweighs mere productivity.

By sharing instead of selling, you build trust, foster loyalty, and embrace a smarter, more sustainable way to grow.

WHAT YOU SHOULD DO NOW

1. Explore Peer-to-Peer Sharing Models Visit these websites and apps from the sharing economy:

• LendingClub

• Airbnb

• BlaBlaCar Analyze their business models and identify the most inspiring aspects.

2. Design Your Value Proposition Define what you want to share with your ideal customers. Be creative and focus on value.

3. Reinvent Your Business Model Use the sharing economy as inspiration to redesign your approach: Business Model Toolbox

4. Identify Your Unique Strengths Pinpoint the elements of your business that make you proud and are worth sharing.

5. Read chapter 11 of my book SPICE UP A New Strategic Model for our times You can find it here

What's in the 🌶  SPICE UP Shot 🌶  ?

The SPICE UP Shot is a short, inspiring letter by Professor Baeyens featuring

1. Sharp ideas to challenge your conventional thinking and common sense.

2. A micro-analysis to help you dig into the issue

3. A simple but definite course of actions I recommend you to take

4. Some useful links if you want to dig deeper

You can read it in 5 minutes or a bit more if you open the links !

Enjoy the 🌶 SPICE UP 🌶 food  for thought