What Startups Get Wrong About Positioning with Imke Dannhauser
Description
In this episode of South African Tech Marketers, Imke Dannhauser, co-founder of WS&O, shares her bold move from Google—where she led marketing for Search and AI in South Africa—to launching a startup focused on helping businesses crack their value propositions. Imke reflects on how milestone moments reshaped her career path, why startups fail without a clear “why us,” and what freedom and success mean when you step off the corporate track
Topics Discussed
Why Imke left Google to co-found WS&O
How serendipity and a half-written business plan sparked a startup
Why value propositions are the foundation of brand success
Lessons from SAB, McKinsey, and Google that shaped her new venture
The hidden costs of weak positioning in startups
How remote and fractional work redefine career freedom
Practical advice for marketers dreaming of going solo
Redefining success beyond job titles and income
Key Takeaways
Don’t do it alone. A strong founding team makes uncertainty manageable and growth more sustainable.
Differentiate or die. Your value proposition must answer why customers should choose you—and keep choosing you.
Over-reliance on performance marketing is a trap. Without brand and positioning, funnels collapse once ads stop.
Big career moves are rarely linear. Serendipity and timing often play as big a role as planning.
Redefine success. True freedom is money + time + energy to pursue a meaningful life.
Remote and flexible work are building blocks for more intentional, fulfilling careers
United States
