You gotta fake it to make it

The story of how Gü was created using misdirection

Jim Averdieck came to big fish® wanting to create a ‘premium’ dessert brand for supermarkets. He knew people wanted something convenient and indulgent that didn’t look cheap. But his initial idea, “The Belgian Chocolate Company,” was missing that spark. He’d even mocked up a brown, see-through pack, which looked no different from the dull desserts he was trying to outshine.

Our founder, Perry saw a bigger opportunity. Rather than telling Jim his approach was too safe, Perry played a trick on him to help him overcome founder bias. Perry invented a fictional competitor that he called Gü. He explained that it was a brand dedicated to hedonism, indulgence, style, and “chocolate extremism.” He presented Gü as if it were a competitor that was already in the market, complete with sleek, fashion-inspired packaging and a high-end photoshoot.

“OMFG!” was all Jim could say, head in his hands. He thought someone had beaten him to his dream – until Perry revealed the twist: this wasn’t a competitor, this was his brand. In that moment, Jim’s devastation transformed into pure elation. He’d just fallen in love with his own brand’s potential, without even knowing it. The result?

Gü launched exactly as it had been presented and was an instant hit. It quickly became a market leader and was eventually sold for £150 million to a private equity firm.

So what are the lessons we can learn from this story?

Reverse psychology and loss aversion

By presenting Gü as an existing competitor, Perry triggered Jim’s fear of missing out and loss aversion. Sometimes the most powerful way to sell an idea is to make people fear missing out on it rather than asking them to buy into it.

Shifting Perspective

Moving from “founder mindset” to “consumer mindset” changed everything. Seeing Gü as a consumer rather than its creator allowed for objective evaluation Tip: When evaluating your own ideas, force yourself to step completely out of the founder role and into your customer’s shoes

Emotional vs Rational Decision Making

Jim’s initial “wow” reaction showed his genuine emotional response. As we analyse things, doubts can set in and override our most valuable gut instincts Tip: Trust your initial emotional reactions – they often contain more wisdom than subsequent rational analysis

The Power of Visualisation

A fully realised brand concept made the abstract concrete. High-end photography comparisons and detailed backstory made the brand feel real Tip: Don’t just describe your vision – bring it to life in the most tangible, vivid way possible

Overcoming Analysis Paralysis

One polished, complete vision prevented endless comparison and deliberation. The decision felt like a discovery rather than a choice Tip: Sometimes it’s better to present one confident vision than multiple options

Social Proof & Aspiration

Presenting Gü as an existing successful brand gave it immediate credibility. Fashion brand positioning and luxury associations created aspirational appeal Tip: Position your idea in a way that taps into people’s aspirations and desire for social validation

The Gü story shows us that successful persuasion isn’t about logical arguments – it’s about understanding and working with human psychology. When Perry made Jim feel like a consumer who’d missed out on an amazing opportunity, rather than a founder being asked to evaluate an idea, everything changed. The result? A £150 million success story that started with understanding not just what people think, but how they think.

Want to feel like Jim? Drop us a line and tell us what you need help with hello@bigfish.co.uk

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