It is a book that from day one of my MA (and before that, actually) I have been encouraged to buy and read.  I bought it in time for the course to start, and even read a couple of chapters, but it didn't really 'click' with me.

So today I sat down and read Seth Godin's Purple Cow from cover to cover, in an attempt to spark some inspiration/moment of genius.  I needed this inspiration because next week I am taking part in a month-long placement with theVine, a magazine aimed at the BME (Black, Minority, Ethnic) community.  I have been at theVine since last October, so my need for inspiration/a kick up the backside may seem strange.

It is because I will be mainly acting as a marketing consultant, when previously my role at theVine was of journalist and page designer.  I have no experience of marketing but learning about it through practice and experimentation is the best way, hence why it is part of my production lab assignment.

Innovation is more important than ever; not just in marketing, but everything you do in business and that is one of the most resounding things I have learnt from the Cultural Entrepreneurship module.  This is also the philosophy of Purple Cow: it's not a marketing book (despite being lauded by Marketing magazine and similar publications) in fact it looks more at the product/service itself and how that can be developed.  It is almost seven years old now but it is still very relevant and fresh - so why hasn't everyone latched on to the Purple Cow concept? simply because it is too risky. 

Here are the main points I picked up from the read-a-thon:

• New types of network (social networks, social media etc) means ideas can spread quicker than ever before.
• It's now about satisfying people's wants, not needs.
• You need to target the right people - a passionate and enthusiastic niche that will take the time and effort to spread the word about your business/idea (Seth Godin calls them 'sneezers').
• Don't aim for the masses. There is no point in trying to compete with the big brands that already target the masses.
• Measure what you're doing and outputs will be optimised.
• Create an innovative environment where Purple Cows can be invented and experimented with, without fear of failure.
• Don't overdo the marketing/advertising just to look productive - it is better to do nothing than too much - it irritates people.
• Marketing is where the marketer changes the product, not the advertisements.
• Purple Cow companies have marketers at their core.
• In turn, marketers are the new designers.
• Being scandalous and cheap are both sporadically effective, but reek of desperation.  
• You don't need passion to create a Purple Cow; you need to realise that there is no other option.  Nothing else is going to work.
• Things that have to work rarely do anymore.  Again, this points back to the innovative business culture of allowing for failure.

It's easy to say that being innovative and risky will help get a business off the ground; and I've heard many business people, mentors, text books etc say the same, but research and measurement are also important.  Along with some good timing and perhaps luck.  

My time at theVine is going to be very interesting and I know already that I am going to learn a lot from it.  I don't intend to follow Seth Godin's Purple Cow as gospel, but there are elements of it that I certainly want to keep in mind both during the next month and during the development of my own business.