Most businesses chase clients and growth.
But very few grasp and achieve their full potential.
Those few don’t chase.
They attract.
Category of One puts you in that league.
02 / The intersection
We work with businesses to create a Category of One—and translate it into positioning, client acquisition, and commercial strategy.
Enter your website for a glimpse of what your business could become.
The mechanism
Watch the explanation · 1:12
The questions
Some Of The Questions We Directly Answer With Empirical Evidence.
Preference #1 in the minds of your market.
Generate demand through preference rather than promotion.
Deploying your Category of One™ to gain attention.
Discover the hidden mechanisms behind preference formation and predictable demand.
Use the diagnostic frameworks to identify the pattern gaps limiting growth.
See how preference changes buying behavior, pricing power, and sales cycles.
Discover real-world transformations that changed the way markets perceived value.
The question that ultimately led to CO1™.
03 / Strategy in practice
Our hands-on approach supports you at any stage of your journey—from ideation and strategic vision-building to the detailed strategies that create and expand your market.
EY
We enabled service line expansion at EY through people-led differentiation, materially changing the revenue possibilities of the firm.
DDB
We repositioned DDB around an integrated solution for disruption. The firm moved from #13 to #3 in industry rankings within a year.
Klüber Lubrication
We created a unique value demonstration mechanism to increase pricing and revenue. Operating margins rose from 6% to 29% within six months.
Sanofi
We created an invisible engagement model for Sanofi’s stakeholders. Revenues tripled within the pilot phase.
04 / About us
PhD · Chartered FCIPD · Creator of Category of One
For more than 25 years, Chetan has worked with businesses across industries to uncover strategic possibilities and translate them into commercial growth.
His work brings together creativity, strategy and practical business thinking. A published researcher and author, he has taught Management Consulting to Executive MBA and PhD candidates at the University of Bradford.
Author of Creativity and Strategy, The Brilliant Co, Superiority Simplex, Predictive Client Acquisition and Faceless Selling.
Strategic advisor · Entrepreneur · Author
For more than 30 years, Lisa has helped companies win complex enterprise opportunities through a deep understanding of how executives evaluate value and make buying decisions.
She founded, built and exited VIE Healthcare Consulting. Today, she advises executives, entrepreneurs and innovators on commercialization, executive engagement and growth.
Author of The Executive Yes and Healthcare Sales Mastery.
05 / Client perspectives
06 / Applications
Change why customers choose you.
Your Category of One shapes the problem you bring to market, the offer you make and the conversations that create preference.
Create a distinctive direction for the business.
Your Category of One becomes a basis for deciding which opportunities to pursue, what to build and where to concentrate investment.
Open possibilities beyond the existing business.
Apply your Category of One to new offers, service lines, markets and business models.
The work takes the form your business needs—from close collaboration to continuing advice or a focused strategic intervention.
Work directly with us and your leadership team to develop your Category of One and translate it into commercial decisions.
Bring our perspective into consequential decisions, specific challenges and the continuing development of your business.
Concentrate the work into a leadership offsite or strategic engagement around a defined opportunity, constraint or turning point.
07 / More selected work
LeasePlan
A shift in strategic model repositioned LeasePlan for CFOs rather than HR. The economic redesign led to achieving 12 months’ revenue targets in just six months.
Holcim
We reimagined the customer as a secondary sales channel and designed the strategy around them, leading to record-breaking sales.
Subex
A change in strategy reframed Subex around Digital Trust, taking the business from near bankruptcy to a NASDAQ listing.
Leadership Surge
A positioning and business model pivot led to million-dollar contracts with companies including Google and Turner Construction—within three months of first contact.
08 / Let’s talk
Tell us about your business, the opportunity ahead and what you’d like to change. We’ll explore how Category of One could help you get there.