Get to know us
Welcome to
The term mondegreen refers to singing the wrong words to a song – without realising it, often with complete conviction.
The same thing happens in business. Teams execute with energy, but results don’t follow – because the “words” are wrong. They’re not grounded in real customer insight or a clear strategy that defines who to target and what those customers actually need.
WHAT WE DO
Marketing as a true driver of growth.
We work with CEOs, Founders, and their teams to build organisations that are truly market-facing – with marketing as a driver of growth, not just campaigns.
This means moving beyond activity, and ensuring customer insight shapes the decisions that matter: segmentation, positioning, pricing, product design, route-to-market – and ultimately, commercial performance.
Where we work
Areas of focus.
- Customer & organisational insight — uncovering what your market truly values, and where internal alignment is breaking down
- Segmentation, targeting & positioning — defining where to play and how to win
- Pricing strategy & value communication — moving from cost-plus thinking to value-based pricing
- Strategy into execution — translating direction into product design, route-to-market, and marketing
- Change management & training — embedding the capability to sustain commercial impact
Nice to meet you!
I’m Yolandi.
Yolandi is an experienced executive with a BCom in Marketing from the University of Pretoria and Mini MBAs in Marketing and Brand Management from Marketing Week (UK). Her career spans SAB, Coca-Cola Beverages, Blue Label Telecoms, and Econofoods, where she has led across route-to-market, customer, operations, marketing, and brand management – giving her a practical view of how growth is actually delivered.
Her work is grounded in a simple belief: strategy only creates value when it starts with real customer understanding, and is applied across the business. This means going beyond surface-level insight to understand what customers are trying to achieve, what matters to them, and what they are willing to pay for. She is particularly passionate two things: ensuring customer insight drives real organisational action, and enabling the entire organisation to align around it – so it shows up consistently in how decisions are made and how the business operates.
Through Mondegreen, she works with leadership teams to apply this thinking across pricing, positioning, product, and go-to-market – ensuring customer insight translates into clear, commercially effective action.
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OUR APPROACH
From insight to impact.
We work across the full journey from insight to execution — ensuring strategy is not just defined, but applied across the organisation and in the market.
Most strategy work stops at the deck. Ours doesn’t. We move with you from the first customer conversation to the moment your teams are operating differently — and the market is responding.
Pillar 1 • Understand
What customers truly value.
Real strategy starts with real understanding — not assumptions, not last year’s research, not what the leadership team thinks the market wants.
We uncover genuine customer insight using proven approaches:
- Jobs-To-Be-Done — understanding what customers are really trying to achieve, beyond the product they buy
- Ethnographic research — observing customers in context, where buying decisions actually happen
- Qualitative & quantitative methods — combining depth with statistical confidence
- Value-based pricing research — including the Van Westendorp model, to understand what your offering is genuinely worth
This is complemented by deep, one-on-one conversations with internal teams — because insight only drives change when it’s grounded in both market reality and organisational context.
Pillar 2 • Define
Clear strategic choices.
Insight without direction is noise. The Define stage turns what we’ve learned into the choices that will shape your business.
We work with leadership to answer the questions that matter most:
- Where to play — which segments, channels, and categories deserve your focus
- Who to serve — the customers whose needs align with your strengths and ambitions
- How to position — the value proposition that resonates with those customers and differentiates you in the market
The output isn’t a 100-page strategy document. It’s a small number of clear, defensible decisions that the whole organisation can rally behind.
Pillar 3 • Align
Execution across the commercial mix.
Strategy fails when it doesn’t translate. The Align stage ensures every commercial lever is pulling in the same direction.
We help shape:
- Product design — so what you build matches what customers actually value
- Pricing by segment — capturing value differently across customer types, rather than averaging it away
- Route-to-market — the channels and partners that get your offering to the right customers, profitably
- Tactical marketing — campaigns and communications that reflect the strategy, not just amplify the brand
When these elements align, commercial impact follows. When they don’t, even brilliant strategy stalls.
Pillar 4 • Enable
Capability that sustains.
The best engagements end with the client more capable than when we started — not more dependent.
We embed:
- Frameworks — the thinking tools your teams need to keep making good commercial decisions long after we’ve left
- Ways of working — the rhythms, conversations, and decision-making practices that turn insight into action consistently
- Capability — through tailored training and coaching that builds confidence across pricing, marketing, and customer insight
The goal: customer-led commercial thinking becomes part of how your business operates, not a project that ended.