Business doesn’t grow in isolation. It grows in conversations, in shared stories and in the spaces where we show up for each other. That’s why I created SPIN Ideas and BASE Conference. Not because the world needed another “event” or “program,” but because entrepreneurs needed a place where they could stop running alone and start building together.

For me, marketing has never been about shouting louder. It’s about creating clarity, building trust and contributing something real, based on my values and what makes me, me. That’s what sustainable marketing means to me and it’s what sits at the heart of everything we do at SPIN.

More than strategy, a system of support

Over the years, I’ve written about why small businesses matter, why community is non-negotiable and why we need to rethink how we do business. The answer I keep coming back to is simple: we need better systems. Systems that make it easier to connect, to learn from each other and to grow without burning out.

That’s why SPIN isn’t one thing. It’s an ecosystem. Each part has its own rhythm, but together they create flow:

Each of these spaces works on its own, but they’re strongest together. You meet someone at ONS, deepen the relationship in Elevate Circles, and then find yourself co-creating onstage at BASE. It’s not about one moment. It’s about momentum.

How this connects to the bigger picture

In 2015, the United Nations launched the Sustainable Development Goals (SDGs), 17 goals to guide us toward a more inclusive, fair and sustainable world.

Two of those goals feel especially close to what we do at SPIN:

  • SDG 17: Partnerships for the Goals
    None of us can do this alone. Partnerships are the bridge. Every conversation at ONS, every shared story in Elevate Circles, every connection made at BASE, that’s SDG 17 in action.
  • SDG 18: Culture, Identity & Knowledge
    This one isn’t official, but many of us use it anyway, because it names something crucial: without culture, knowledge-sharing and community, none of the other goals can stand. At SPIN, this is the invisible thread through everything. We don’t just trade information, we create spaces where wisdom, experience and culture circulate.

Together, these two goals are the foundation of how we work: building partnerships and making sure knowledge flows.

What makes SPIN different

There are plenty of conferences, networks, marketing agencies and programs out there. So why SPIN?

  • We design for continuity, not one-offs. Everything we build: ONS, Elevate Circles, BASE, is connected. They’re not just events; they’re actions that keep momentum alive.
  • We keep it human. No scripts, no jargon. We focus on stories, not pitches.
  • We care about facilitation. Good facilitation turns a room into a resource. It’s the quiet work that makes sure people leave with something real, not just another stack of business cards.
  • We lead with values. Every format, from how we market to how we mentor, is rooted in clarity, connection and contribution; values that we stand by.

This isn’t about creating more noise. It’s about creating more meaning.

Where each piece fits

  • Online Networking with a SPIN gives you the chance to meet people regularly, test ideas and keep your connections fresh.
  • Elevate Circles give you the depth to actually work on your challenges with peers who understand.
  • BASE Conference pulls it all together in one room: an aggregator for new ideas, collaborations, and systems that make growth sustainable.

And yes, we also have the SPIN Community online, so that between these touchpoints, you still have a place to connect, share and grow.

Why this matters

Because too many founders are still building in isolation. Because marketing doesn’t have to feel like pressure. Because growth isn’t sustainable unless it’s built on trust.

When we do business differently, when we treat connection and knowledge as resources to be circulated and not hoarded, everyone benefits. That’s the shift we’re making at SPIN.

An invitation

If there’s one link I want you to follow from this article, it’s to the BASE Conference. Because that’s where it all comes together: the conversations, the relationships, the systems, the flow.

Join us in Amsterdam on October 30th. Not for another event, but for a space where partnerships are born, knowledge circulates and sustainability stops being a buzzword and starts being the way we work.

BASE Conference 2025. Let’s do business differently. Together.