VATupdate Newsletter Week 34 2025

STARS

Why do some people become superstars while others, who may be just as good, never get there? Economists call this the superstar effect. It explains why Taylor Swift sells more albums than any other artist, or why Johan Cruyff is still seen as one of the greatest football players of all time.

It’s not necessarily because they are the best. The difference between them and the next-in-line may be only a few percent — or even less. But because they were the first, or because the crowd chose them, or because the spotlight happened to shine in their direction at the right moment, they became “the one.” Once that happens, the effect compounds: more visibility leads to more attention, more attention leads to more fans, and more fans lead to more sales.

VAT has its own superstars. Let’s be honest: most VAT specialists are average (at least in the statistical sense). But every now and then, someone stands out. Maybe they know a little more about customs-related VAT, maybe they’ve published a book on ECJ case law, or maybe they just happened to be at the right conference, speaking on the right panel, in front of the right audience. Suddenly, they are seen as “the best.”

But is there really such a thing as the best VAT specialist? Hardly. VAT is far too broad for one person to cover everything. The truth is, we all have our niches. Some excel in real estate VAT, others in cross-border trade, others in digital platforms. Just like in football, one dazzling striker doesn’t win the match alone. It takes a team.

And to be clear: I don’t think I’m the best VAT specialist there is. Yes, I may joke about being the one-eyed monster in the land of the blind, but I also know my limits. When a question comes up that lies outside my own experience, I know who to call. And that’s actually one of my strengths: over the years, I’ve built a network of people who are the “go-to” specialists in their fields. I also know that every company has to deal with VAT — and therefore needs someone like me. From my experience as an advisor, I’ve learned that every company eventually finds the advisor that fits its needs. And the other way around: every advisor finds the companies that are a natural fit for them.

So maybe the superstar effect in VAT isn’t about being better. It’s about being seen. Those who publish, speak, or build a network become the ones remembered — while many equally capable people work just as hard, but out of the spotlight.

And that’s fine. Because in VAT, as in music or sports, the real value is in collaboration, perspective, and knowing who to call when the question gets tricky.

So, who’s the best VAT specialist? The one you call when you need help. And if they don’t know the answer, they probably know someone who does. Even Taylor Swift needs a backing band.

And for you, this is www.VATupdate.com – the website that ensures that you are always up-to-date on the latest VAT news from around the world.

If you have any comments, questions, or ideas that you want to share with us, please send us an email at [email protected] or leave a comment under the posts of this newsletter on LinkedIn.

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