Getting In. Getting Chosen
Category of One Strategy™
This is the expertise of a seasoned marketing leader with the flexibility and dedication of someone who genuinely cares about your success.
— Linda Liguore
VP Strategy, BioXtek
I call this the Vault of Wealth !!
We achieved 29% additional Net Profits in the first 3 months alone.
— Dr. Jörg Matthias Großman
Board
Freudenberg
We did a SPRINT with Chetan and team. It was an eyeopener. We crafted strategies and implemented innovative ideas that saw us achieve our 12 Month target in just 6 months.
— Veerle Behets
CEO
LeasePlan
Get The Best Team In Client Acquisition Strategies
Combining How Enterprise Buyers Buy With Why They Choose You.
Dr. Chetan Walia
For more than two decades, Chetan has worked with founders, consultants, advisory firms and B2B businesses to help them become the obvious choice in competitive markets.
His Category of One™ methodology focuses on one question:
Why should a buyer choose you over every alternative?
Rather than improving sales, Chetan redesigns:
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positioning,
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commercial strategy,
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offers,
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market preference,
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and enterprise growth architecture.
He is the author of multiple books, a Chartered Fellow of the CIPD, holds a doctorate in business, and has spent years helping businesses create strategic advantages competitors struggle to copy.
Lisa T. Miller
For more than 30 years, Lisa has helped companies win complex enterprise opportunities by understanding how hospitals and health systems actually make buying decisions.
She founded VIE Healthcare Consulting, building it into one of the Top Healthcare Consulting Firms in the United States before its acquisition by Morgan Stanley Capital Partners.
Lisa has facilitated more than $200 million in enterprise healthcare engagements and continues to advise organisations on executive buying strategy, enterprise growth and healthcare commercial strategy.
Her Enterprise Buying Decision System™ helps companies align with how enterprise executives evaluate, justify and approve major purchasing decisions.
Walia and Miller Together
Most enterprise businesses struggle with two challenges.
Getting Through The Door.
Walking Out With The Deal.
Lisa helps you understand how enterprise buyers actually buy.
Chetan helps you become the business they ultimately choose.
Together, we redesign your business around both.
43.2% ↑
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Average increase in net profits across 150+ clients within 6 months
+ 6
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Additional clients businesses acquire
Up to 214%
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Price increases experienced by our clients without dropping volume
From #13 to #3
The very best experts I have interacted with. Understated, very very passionate, committed and result oriented. With these two besides you - any mountain can be surpassed.
Sandy Vij, CEO
39% Bottomline Impact
Truly qualified to propagate breakthrough thinking by people and businesses as they follows the same in letter and spirit in their own business. Very, very inspiring.
Dr Ayyang, Chair
Growth in Mulitples YOY
Truthful. Honest. Always over delivers. Highly recommended.
Dr. Jörg Matthias Großman, CFO
10+ Business Lines Added
This admonishes the basic criteria which we associate with brilliance. This makes us realise that brilliance shines through all the coverings to make a profound impact and, in that, it solves the right problem.
CHAIR
Partner Track
The Laureatte Partner Track at EY led to an explosion of partners producing multi-millions in annual revenue.
↑
Record Breaking Sales
We broke through many hurdles - both external and internal, with Dr Walia.
JOY, CEO
2X in 6 Months
We crafted strategies and implemented innovative ideas that saw us achieve our 12 Month target in just 6 months.
VEERLE, MANAGING DIRECTOR
Inside The CO1 Strategy Intensive
Together, we’ll redesign your enterprise strategy live.
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Challenge assumptions.
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Identify opportunities.
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Build strategic direction.
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And show you exactly what we’d do if this were our business.
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That is the experience you’re buying.
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During The Enterprise Strategy Intensive™
We’ll Work On:
Category of One Enterprise Strategy
Strategic Intensive™
BUYING
Strategic Diagnosis: Where Are You Today?
Alignment of your offers and current strategy With The Five Forces Driving Every Buying Decision
Question
Are you aligned with how enterprise buyers actually buy?
CHOOSING
Category of One Direction
Redesigning Your Positioning, Offers And Commercial Architecture To Become The Obvious Choice.
Question
Once you're in the room, why should they choose you?
GROWING
Client Acquisition & Growth Architecture
Turn both strategic systems into a practical growth architecture that accelerates revenue, momentum and long-term competitive advantage.
Question
How Everything Comes Together To Create Business Growth
PRIOROTIZING
Strategic Priorities
Identifying The Highest-Impact Changes We'd Make Over The Next 90 Days.
Question
What do we do first?
EXECUTING
Growth Roadmap
A Practical Enterprise Growth Roadmap Built Specifically For Your Business.
Question
How do we execute this?
CLARIFYING
Strategic Questions & Discussion
answer your questions and ensure you leave with absolute clarity on your next enterprise moves.
Question
I have some questions!
OUTCOME
Get In.
Get Chosen.
Most businesses spend years trying to improve sales.
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By the end of the CO1 Strategy Intensive, you'll have a clearer strategy for:
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Opening more Premium doors.
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Becoming the preferred choice.
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Creating enterprise momentum.
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Increasing pricing power.
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Accelerating strategic growth.
There's No Fee For This....
And Even Later, We Prefer To Partner and Work With The Upside Our Strategies Generate For You
However,
We need to ensure you are serious,
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have a legit business, and
protect our time against non-serious founders
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who book but do not show up or participate.
And So, All We Ask Is A $300 Reservation
Don't Worry, This Is Not About $300
You can have it back after the meeting if you feel we didn't uncover the greatest,
most rewarding strategic pivot for your business...
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All you have to do is reply to any mail from us - that's it done. No questions. No conversation.
Step-1
Determine whether a meaningful Category of One Enterprise opportunity exists.
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Private Strategic Fit Conversation
Step-2 - By Invitation
A private strategic intensive where we redesign your enterprise strategy from the ground up.
Category of One Enterprise Strategy™
Step-3
Your entire enterprise strategy is documented, expanded and transformed into a practical implementation blueprint.
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This includes your positioning, commercial architecture, executive strategy, enterprise assets, strategic priorities and growth roadmap—everything required to build the business we've designed together.
Enterprise Growth Blueprint™
step-4
We work alongside your leadership team to build, refine and implement the strategy until it becomes part of the business.
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Not just advice.
Execution.
Iteration.
Strategic support.
Enterprise growth.
Enterprise Growth Partnership™ (Optional)
THRIVE
Two Enterprise Strategists Working On Your Business For 90 Minutes.
One specialises in:
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How enterprise buyers make decisions.
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The other specialises in:
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Why enterprise buyers choose one company over another.
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Together, we’ll redesign your enterprise strategy live.
​
-
Challenge assumptions.
-
Identify opportunities.
-
Build strategic direction.
-
And show you exactly what we’d do if this were our business.
​
That is the experience you’re buying.
​
During The Enterprise Strategy Intensive™, We’ll Work Live On:
1. Becoming The #1 Choice In Your Market
How to create preference without competing on price, features or reputation.
2. How To Open More Enterprise Doors
Build executive access, strategic relationships and a healthier enterprise pipeline.
3. How To Align With The Five Forces Driving Every Buying Decision
Position your business around the priorities healthcare executives actually care about.
4. How To Recover Stalled Enterprise Opportunities
Reignite opportunities already sitting in your pipeline before they quietly disappear.
5. How To Build Relational Capital At Executive Level
Move beyond vendor status and become a trusted strategic partner executives rely on.
6. How To Create Asset-Based Enterprise Momentum
Use executive presentations, business cases and strategic assets to build trust before the meeting begins.
7. How To Unlock Hidden Revenue Opportunities
Identify the single strategic move most likely to accelerate enterprise growth over the next 90 days.
The Outcome
Become The Obvious Enterprise Choice In Markets Where Everyone Else Is Fighting To Be Considered.
Not by selling harder.
Not by chasing more opportunities.
But by redesigning how enterprise buyers evaluate—and ultimately choose—your business.
The Mechanism
Two Strategic Systems.
One Enterprise Strategy.
One 90-Minute Intensive.
Access
To ensure every engagement is fully prepared and personalised, we limit this intensive to:
Five Enterprise Strategy Intensives Per Month.
Each business is reviewed in advance.
Each strategy is developed before the session begins.
This is not a discovery call.
It is a prepared strategic working session.
By Invitation Only
Category of One Enterprise Strategy™
90-Minute Executive Strategy Intensive
Category of One Enterprise Strategy
90-Minute Intensive™
What Do Some Results Look Like
All real.
All executed.
All exponential.
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A Saas Co: From near bankruptcy to a NASDAQ listing in 18 Months
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A B2B Consulting Enterprise: 32X in 2 Years
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Health business → $2M increase in net profit uplift via simple licensing model
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Energy Business Model Shift → 3x growth from a business model innovation
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Global Consulting Firm → 11x revenue by discovering IP Value
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Repositioned Propositions → Leading to Many #1 in category
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Change In Sales Strategy → Propels 41% Growth in automobile sales
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B2B Service business finds $4M/year in trapped revenue via simple change in customer definition
This is not about small or big.
It’s about collapsing time through design.
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Simplified
Exponential.
Lisa helped me navigate complex enterprise healthcare engagements by positioning financial and operational value in a way that resonated with C-suite decision makers. She operates as a true executive-level advisor.
— Brian Newton
Founder and CEO, The Scope Exchange
This helped me break through many hurdles - both external and internal . We achieved record breaking sales at Holcim as a result of this.
— M. Joy
CEO
Holcim
I wasn't expecting so much value. Much appreciated. I'm excited to implement your suggestions. Love the value stacking."
— Glenn heaton
CEO
Viddyup
Category of One Solves
Two Challenges
Getting Through The Door.
Getting access to:
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the right clients
the right decision makers
the right buying process
at the right time
& Walking Out With The Deal.
Once you’re in the room…
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How do you become the obvious choice?
How do you remove comparison?
How do you create preference?
How do you justify the investment?
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Category of One Strategy™
We solve both.
Getting In.
Getting Chosen.
As Seen In
What We’ll Show You Live Applied To Your Business
Everything you’ll see is applied directly to your business, your buyers and your enterprise growth objectives.
How To Become The #1 Choice For Premium Clients
— without competing on price, features or reputation.
How To Position and Propose For Selection—Not Evaluation
— so enterprise buyers stop comparing and start deciding.
How To Develop Marketing & Sales Momentum
— build executive access, stronger pipelines and sustained commercial pull.
How To Reignite Stalled Opportunities
— accelerate decisions and unlock opportunities already inside your pipeline.
How To Be A Premium Partner, Advisor, Confidante
— move beyond vendor status to become an advisor executives rely on.
32X
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A software company that was stuck around $700K scaled to $32M through Category of One Enterprise Strategy
$1M In 30 Days
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Wills Leadership closed Google and Turner Corp for over a $1M deals inside 30 days of strategising
29% ↑ in OP
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Freudenberg achieved 29% increase in operating margins worldwide on their solutions for the automobile industry.
94X
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A manufacturing client achieved a 94X bump after reversing the industry’s standard economic sequence.
6 Examples of How Walia+Miller Combine To Elevate You
1. Enterprise Buyers Stop Comparing—And Start Choosing.
2. Access Becomes Easier—Not Harder.
3. Enterprise Deals Move Faster.
4. Price Stops Being The Main Conversation.
5. Marketing Starts Creating Enterprise Demand.
6. Every Enterprise Conversation Has A Higher Probability Of Success.
BUSINESS FORWARD
Category of One Strategy
With Dr. Chetan Walia & Lisa T. Miller
A private enterprise strategy engagement combining two complementary strategic systems:​
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âś“ How Premium Buyers Actually Buy
âś“ Why They Ultimately Choose One Business Over Another
âś“ Your Category of One™ Strategy
âś“ Executive Buying Strategy
âś“ Enterprise Positioning & Commercial Architecture
âś“ The Highest-Impact Strategic Move For Your Business
âś“ Written Enterprise Strategy Summary
âś“ Clear Next Steps For Enterprise Growth
Every Engagement Begins With A Strategic Fit Conversation
Together, we'll determine whether a genuine Category of One Enterprise opportunity exists within your business.
If we do, we'll explain the opportunity and discuss whether the Category of One Enterprise Strategy™ Intensive is the right next step.
SCALE
When You Discover Your Category of One Enterprise Strategy, your thinking doesn’t just improve — it Explodes.
Your Strategic Perspective Expands
Enterprise Growth Becomes Intentional
You Stop Solving Surface Problems
Every Decision Gains Commercial Weight
Your Business Becomes Significantly Harder To Compete Against
You Leave With Clarity—Not Just Ideas
We listen to you. Your business. Your challenges.
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We apply our learning and experience from our combined work with over 500 businesses and almost a $1B generated for our clients.
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We know the situations, the solutions, and we strategise a pivot for you that will enable you to pursue a Category of One approach.
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Simple.
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This is the worst case scenario -- You discover a Category of One Strategy - But choose not to pursue it.
This isn't a discovery call.
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It's a strategic conversation focused on identifying whether there is a significant enterprise opportunity hidden within your business.
If we both believe there's an opportunity worth pursuing, we'll invite you into the Category of One Enterprise Strategy™ Execution—a private strategic engagement where we redesign your enterprise strategy, positioning and growth architecture, with you, and work with a shred upside.
This intensive is designed for businesses selling complex, high-value products or services to enterprise organisations.
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Examples include:
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Technology & SaaS
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Healthcare
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Professional Services
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Manufacturing
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Engineering
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Financial Services
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Cybersecurity
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Consulting & Advisory
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Enterprise B2B Companies
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If your growth depends on winning larger organisations and navigating complex buying decisions, this strategy is designed for you.
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