Mast Brothers sold ten-dollar bars made from someone else's chocolate

Mast Brothers sold ten-dollar chocolate bars as made by hand from the raw cocoa bean, in tiny batches, by two brothers doing everything the slow way. People loved it.

In 2015 a food blogger named Scott Craig started digging, and his reporting said their early bars were melted down from Valrhona, a big French supplier, and rewrapped as their own. The bars themselves didn't change overnight. But the price only worked while people believed the brothers did it the hard way because they cared.

AI can now write an origin story as good as theirs in seconds, so the story can't carry you anymore. People are checking why you're telling it. Most founders are still polishing theirs. Film the work instead.

Be the obvious choice, not another copy.