On November 24th, 2025, Stephan Spijkers discussed the common pitfalls in the journey of building a brand, particularly the allure of vanity metrics and the importance of defining an ideal customer profile to enhance sales effectiveness.
- Escaping the Trap of Vanity Metrics
Many businesses fall into the vanity metrics trap, focusing on numbers that look impressive but bring little value. Understanding what truly drives impact is the first step toward meaningful growth. - Why Bigger Doesn’t Mean Better in Branding
Bigger is not always better when it comes to building a brand. Strength often lies in clarity, consistency, and authenticity rather than scale. - Branding’s Real Home: Marketing, Not Sales
Branding proves far more relevant to marketing than to sales, shaping perception, trust, and long-term engagement rather than immediate transactions. - The Power of a Defined Ideal Customer Profile
A clear, well-researched ideal customer profile helps teams make smarter decisions, tailor communication, and avoid scattered efforts. - How Narrowing Your Focus Leads to Better Results
Narrowing down customer focus may feel counterintuitive, but it allows brands to resonate more deeply, optimize resources, and achieve stronger outcomes.
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