Category of One™ Live
TUES AUG 18
8AM PT ⎹ 11AM ET ⎹ 4PM UK - LIVE ZOOM ⎹
Discover The Business You're Meant To Build.
The Live Category of One™ Experience
Join Dr. Chetan Walia live as he uncovers Categories of One™ for real businesses—in real time.
Category of One™ Live is a small, private working session where Dr. Chetan Walia reimagines real businesses on stage — in front of you. Not a talk about strategy. The strategy, happening.
Not a webinar
Not training
Not coaching
A working session
BEFORE YOU READ FURTHER
This Category of One Performed Live.
"The work is so brilliant that in hindsight it seems embarrassingly obvious — but we didn't see it."
FORMER CEO, SONY
IT IS NOT
A talk about positioning
No slides. No frameworks-as-content.
A training with worksheets
You are not the one being optimised. You are watching real businesses be reimagined.
A pitch in disguise
No upsell funnel at the end. No "next step" sales sequence.
A 1,000-person zoom
Limited founders. Cameras where they add value. Conversation where it counts.
IT IS
The strategy, happening
Real businesses. Real time. The same methodology that built Category of One™ transformations for Sony, McKinsey, LeasePlan — performed in front of you.
A thinking room
Thirty people, watching strategic thinking happen, live. Asking. Challenging. Recognising.
An invitation, not a transaction
The value of the room is the room.
Proof of a method
By the end of the session, you will have seen the process in motion — and that is something a course cannot replicate.
Category of One is a perspective — no one else has. Or will.
You’ll get a clear breakdown of:
CO1 Architecture
What Exactly Will Create Demand For You?
Incomparable Positioning
How to Turn a Spark of Newness.
Revenue Mechanisms
How value is stacked, priced, and sequenced so revenue becomes a consequence of position.
Vocabulary & Narrative Control
How to turn words into a complete client-getting system.
Strategic Innovation Possibilties
How your category will remain differentiated and sustainable.
Ascension Mechanisms
How progression paths will increase lifetime value without adding complexity.
Client Acquisition Design
Where demand originates, how it enters, and why conversion becomes frictionless.
Financial Leverage
The underlying economic logic that aligns positioning, growth, and scale into one system.
THE FORMAT
Three hours.
No slides. No detours.
A small group. Real businesses.
The methodology in motion.
Here is what you will see.
01
A different opening
Chetan opens the room with a single question — one that exposes the gap most founders are quietly aware of but rarely name. The tone of the next two hours is set in the first five minutes.
02
10 live transformations: Watch Businesses Change Direction.
Ten Businesses. Each is publicly worked on: positioning interrogated, category pressure tested, language re-designed, and the strategic architecture of a Category of One™ surfaced in real time.
03
The room thinks out loud
Between transformations, the floor opens. Founders challenge, refine, and add context. You will hear perspectives you have never considered — and recognise the gaps in your own positioning while watching someone else's.
04
The category that wasn't there
A live demonstration of how a Category of One™ is discovered — not by inventing a slogan, but by removing the noise. The "why didn't I see that" moment is the point of the entire session.
05
The question hour
The open hour to ask any question on your business and category.
06
A small, deliberate close
No pitch. No "next offer." The session ends where strategic clarity begins. You leave with something most founders don't have: a vocabulary for what your business could become.
Watching a business be reimagined live does something that no case study, no course, no framework can. It changes the way you see your own.
THE INTENT OF THE SESSION
Most founders think they need their own business analysed.
In reality...
By the third transformation something remarkable happens.
You stop watching their business...
and start recognising your own.
That's where Categories of One™ are really discovered.
As featured in
REVIEWS
Powerful
I can feel the power behind this system — it’s refined, intentional, and definitely high-end. Thank you for this.
Claire
ClaireDeguelle.com
Ton of Gold
There is a ton of gold in this architecture. So exciting.
Phil Calandra
TruWealth
I laughed. I teared up.
I laughed. I teared up. That should tell you how deeply your session resonated — and how skilfully crafted and on-point it was.
Martta
Business Coach
Great ideas and Concepts
WOW!! Great ideas and concepts I wasn't expecting so much value - so I'll be going through it a couple of more times. Much appreciated. I'm excited to implement your suggestions. Love the value stacking.
Glen Heaton
Viddyup
Mindblowing
Once I saw what was really possible, my biggest takeaway was that our goals are too small. This is mindblowing, really.
Raglan Tribe
CEO Mindsheet
True Gift For Helping People
You have a true gift helping people get clear about their strategy and related marketing. I feel confident that I will be successful as I execute the plans you propose and grow my own business.
Natlalie Swann
Life Purpose Institute
Great Approach
LOVE IT!!! It's a great approach and very helpful.
Darren
GenXFit.live
Exceptional
This is exceptional.
Thank you so much for your generosity.
Dr. John Zielonka
Ottawa Chiropractic & Natural Health Centre
1.5K+
CLIENTS
4.9
WHY WATCHING IS THE WORK
You can be on stage or not. But you will leave with more than those who are.
01
Pattern recognition
The first time you see the methodology applied, the second time you see it differently, by the third you start to see it applied to your own business. That is the design.
02
A vocabulary you don't have yet
Most founders can feel something is missing but lack the language to describe it. After watching three transformations, you will. The clarity is transferable.
03
Permission to think bigger
You will watch small businesses surface opportunities their founders had spent years overlooking. The lesson is not what they do — it is that the ceiling was never the business.
Exceptionally original
— Timothy Adams
Business Coach
Changed how I think
— Darren Law
Financial Advisor
Complete perspective shift
— Jennifer
Real Estate
10 PREMIUM HOT SEATS
For the bold ten. Your business. Live. In front of carefully selected peers.
Ten founders will be selected to have their business worked on directly. Chetan will surface the strategic architecture of a Category of One™ for your business in real time — interrogated, pressure-tested, and refined in front of the room.
A full live strategic working session on your business, performed in real time.
The room sees the thinking, the tensions, the breakthrough — not just the polished outcome.
A recorded version of your session, yours to keep and watch over.
Reserved access to the room. Direct access to the conversation that follows.
Hot Seat applicants are reviewed. Not every application is accepted — the room has to be right.
WHO IS THIS FOR
You feel it.
The gap between what is and what could be.
THIS EVENT IS FOR FOUNDERS WHO
Run a business between roughly $500K and $20M in revenue — past survival, not yet at scale, the messy middle where strategy compounds.
Suspect they are competing too much — and that competing, at this point, is the constraint.
Know their positioning isn't distinctive but cannot quite see what the alternative is.
Are capable of something bigger but haven't found the design to make it visible yet.
Want to be in a room that thinks — not a room that performs.
THIS IS NOT FOR YOU IF
You are looking for a tactic, a hack, a quick win.
You want a polished keynote and a downloadable workbook.
You are not open to seeing your business publicly examined.
You are early — pre-revenue or pre-product. Come back when there is something to reimagine.
You are not a founder, entrepreneur or a CEO
WHAT YOU WILL LEAVE WITH
Not a course. Not a certificate. A new way of seeing.
CO1 Architecture
What Exactly Will Create Demand For You?
Incomparability
How to Turn a Spark of Newness.
Revenue Mechanisms
How value is stacked, priced, and sequenced so revenue becomes a consequence of position.
Vocabulary and Narrative
How to turn words into a complete client-getting system.
Innnovatio
How your category will remain differentiated and sustainable.
Progression
How progression paths will increase lifetime value without adding complexity.
Client Acquisition
Where demand originates, how it enters, and why conversion becomes frictionless.
Leverage
The underlying economic logic that aligns positioning, growth, and scale into one system.
It's All Live
25+
Years of Strategic Consulting
THE ARCHITECT
Dr. Chetan Walia, PhD.
For more than 25 years, Chetan has worked with hundreds of businesses — including some of the world's most recognised brands — to surface the strategic architecture most founders cannot see from inside the business.
His method is to make complexity embarrassingly simple. The solutions are often the truths that were always there.
25+Years
1K+ Businesses Advised
100+ Industries
Over 500 Citations
TRUSTED AT THE HIGHEST LEVEL
"I have hired experts in the past to help me figure this out. No one has come close to the clarity you brought."
TIM ADAMS. BUSINESS ADVISOR.
RESERVE A SEAT
The room is intentionally small.
The experience is intentionally the same.
TUESDAY AUG 18
8 AM PT ⎹ 11 AM ET ⎹ 4 PM UK ⎹ LIVE ZOOM ⎹ LIMITED SEATS
GENERAL ADMISSION
$97
Participate in 10 live Category of One™ transformations unfold in real time. Ask questions. Recognise the patterns in your own business.
Full 2.5-hour live session
10 Three live business transformations
Live Q&A with Chetan - Extended hour
Replay access
A room of 29 other founders
PREMIUM HOT SEAT
+$197
Your business. Worked live, in front of the room. The full methodology applied to your strategic reality, in real time.
Everything in General Admission
Your business worked live on stage by Chetan
Full recorded session to keep and share with your team
Reserved extended Q&A session post event
Priority access to follow-up conversations
QUESTIONS?
The things people ask before they reserve.
No. It is a live working session. The methodology is performed on real businesses in real time. You are watching strategic thinking happen, not a presentation about strategic thinking.
You will be offered a General Admission seat instead, with priority. The additional payment will be refunded automatically.
The Hot Seat cohort is curated for the room to work well — the right businesses need to be in front of the room for the methodology to land.
No. The session ends where strategic clarity begins. If you want to work with Chetan directly afterwards, you can — but it is not part of the session and it is not expected.
Applications are reviewed based on a few criteria: the strategic potential of the business to be reimagined, the willingness of the founder to be publicly examined, and the diversity of the room. We aim to surface a range of industries, stages, and challenges.
It means a business that has become difficult to compare and easier to choose — by owning a perspective, a category, and a position that competitors cannot easily replicate. You will leave the session with a working understanding of how it is actually discovered, not just what it is.
General Admission seats are transferable to a colleague. Premium Hot Seat seats are non-refundable but transferable. Either way, just let us know.
Yes 2X Back. Unconditional. 30-Days. Provided You Attend.
Non attendance is not refundable.
Simply reply to any confirmation mail from us. That's all.
REVIEWS
Powerful
I can feel the power behind this system — it’s refined, intentional, and definitely high-end. Thank you for this.
Claire
ClaireDeguelle.com
Ton of Gold
There is a ton of gold in this architecture. So exciting.
Phil Calandra
TruWealth
I laughed. I teared up.
I laughed. I teared up. That should tell you how deeply your session resonated — and how skilfully crafted and on-point it was.
Martta
Business Coach
Great ideas and Concepts
WOW!! Great ideas and concepts I wasn't expecting so much value - so I'll be going through it a couple of more times. Much appreciated. I'm excited to implement your suggestions. Love the value stacking.
Glen Heaton
Viddyup
Mindblowing
Once I saw what was really possible, my biggest takeaway was that our goals are too small. This is mindblowing, really.
Raglan Tribe
CEO Mindsheet
True Gift For Helping People
You have a true gift helping people get clear about their strategy and related marketing. I feel confident that I will be successful as I execute the plans you propose and grow my own business.
Natlalie Swann
Life Purpose Institute
Great Approach
LOVE IT!!! It's a great approach and very helpful.
Darren
GenXFit.live
Exceptional
This is exceptional.
Thank you so much for your generosity.
Dr. John Zielonka
Ottawa Chiropractic & Natural Health Centre
1.5K+
CLIENTS
4.9
