Category of One brings together Dr Chetan Walia and Lisa T Miller to create a distinct strategic direction for your business—and turn it into the way you position, sell and grow.
Two perspectives. A shared pursuit of possibility.
Dr Chetan Walia
Strategy. Creativity. New possibilities.
Chetan’s work starts with a different way of seeing what a business could become. For more than 25 years, he has advised global companies and entrepreneurial businesses on strategy and growth.
He holds a PhD in Business Strategy and Creativity and has taught Management Consulting to Executive MBA and PhD students at the University of Bradford. His research and writing have been published by Sage, Springer, Taylor & Francis and Forbes.
His experience spans businesses including EY, Siemens, Canon and the World Bank. Through Category of One, he connects original perspective with the problem, positioning and commercial strategy a business can make its own.
Lisa brings the perspective of someone who has built, scaled and sold a business. She founded VIE Healthcare Consulting in 1999 and grew the company without outside investment, winning against much larger firms.
Her work helped hospitals and health systems eliminate more than $1 billion in unnecessary costs. VIE was acquired by Morgan Stanley Capital Partners in August 2022.
Today, Lisa advises executives, entrepreneurs and innovators on commercialization, growth and selling to the C-suite. She understands how leaders make consequential buying decisions—and how a business makes its value compelling enough to act on.
A business can create its own reason to be chosen.
Every market has assumptions about what customers need, what a solution looks like and how value is judged. Those assumptions also set the boundaries of competition.
We look for the perspective that changes those boundaries. The unique problem it reveals. The position it makes possible. And the philosophy that makes the solution yours.
The elements may already exist in your business. The Category of One is what we create from their intersection.
