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An Incredible Story of Filling a Gap in the Market: The Pinkest Pink

Links from Wired.com, Vice.com and thousands of orders.

Have you ever heard of Vantablack? It’s said to be the blackest black there can possibly be.

In scientific terms, “Vantablack is composed of a series of microscopic vertical tubes. When light strikes Vantablack, it becomes trapped instead of bouncing off and is continually deflected between the tubes.”

There’s more to the Vantablack story than an impressive scientific breakthrough however…

Vantablack was purchased by Anish Kapoor, an Indian-born British artist, who now has exclusive rights to paint in the colour and hasn’t made it available to anyone else.

Annoyed by this, a fellow artist named Stuart Semple set about making the world’s pinkest pink, and succeeded.

The most interesting thing about Stuart’s new colour is that he specifically mentioned that Anish Kapoor is not allowed to purchase the paint from his website.

Although creating the world’s pinkest pink (or at least the pinkest paint yet) was incredibly smart, what really made the story go viral was banning Anish from purchasing it.

Without that angle, people wouldn’t have talked about Stuart’s paint as much. Some huge names got in on reporting his actions:

  • Vice.com
  • Wired.com
  • Deezen.com
  • Independent.co.uk

And many more.

If you’re interested in learning more about the ‘drama’, you might enjoy this video from Tom Scott.

In an ironic twist, Anish did manage to get his hands on the paint (sharing an Instagram post of his finger dipped in it), which helped Stuart receive thousands and thousands of orders.

While we can’t all have someone in our industry who is trying to take something over – that we could fight back against – it does show the power of how the right angle can get people talking about any industry.

If you are lucky enough to have a monopoly or even a ‘bully’ in your industry, you might just get people talking if you find a smart way to compete.

Definitely check out the video above as it shares the story in a much better way than I can with words.


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