Episode Summary 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