Guru insights
by James Averdieck
Founder and Managing Director of Gü Chocolate Puds
1) What type of woman and lifestyle depicts your muse for Gü product development?
Women who value good quality, more artisanal food and who enjoy treating themselves and others from time to time. Lifestyle wise we appeal to a wide range of the chocolate… arati. We know that chocolate invokes the same positive emotions as a good shopping trip and a hot date, and that makes our product development a great area to work in.
2) How does your team make sure that they don't fall into the trap of stereotyping women?
All of my marketing team are women so actually the challenge is more on the stereotyping of men… and when it comes to chocolate puds, men are pretty easy to read.
3) What advice would you give marketers regarding marketing to women?
I haven't thought of it before to be honest. As a starting point invest time in understanding how women interact with your product and how they use it, consume it and feel about it.
4) Finally, you are lucky enough to be married to Gü Mistress Annie. Who proposed and how?
I proposed to Annie on a cold Saturday night in January 1992. I'd decided earlier that day that I wanted to spend the rest of my life with her and I thought I should immediately see if she felt the same way. So I showed up on her door step in Chelsea (being very old fashioned we didn't live together at that stage) and I popped the question.
