01
Category & positioning
Find the problem, buyer and proposition that give your business a distinct place in the market. Develop the commercial logic behind becoming a Category of One.
Private strategic work / Founders & leadership teams
The next business
inside the one you lead.
When the opportunity is significant, the work needs room to develop. I work directly with you to uncover the possibility, shape its commercial logic and turn it into decisions you can act on.
Bring the decision
that matters.
You may be growing, yet feel constrained by the model that got you here. You may see a larger market without a clear proposition for entering it. Or your team may be working hard around assumptions that need to change.
The starting point is your situation: what you know, what you own, what your market values and what you want the business to become.
We examine those elements together, challenge the current premise and develop a direction with commercial substance.
Where we can work together
From strategic possibility
to commercial development.
02
Business model & economics
Reconsider how value is created, priced and captured. Explore new offers, recurring revenue, licensing, partnerships and opportunities inside existing capabilities.
03
Commercial development
Translate the strategy into offers, proposals, presentations and a clear route to the right buyer. Work through live opportunities where the decisions have real commercial consequences.
04
Leadership & breakthrough performance
Help a leadership team question its assumptions, agree a bigger ambition and develop the decisions, culture and commitments needed to pursue it.
05
Creative conflict resolution
Work with competing interests and entrenched positions to develop shared possibilities. Relevant to executive teams, family businesses, partnerships and organisational change.
06
Ongoing strategic advisory
Bring continuity to important decisions as opportunities develop. The work can span new propositions, client expansion, commercial conversations and the evolution of the business model.
How the work develops
A direction. A model.
A deliberate next move.
01
Understand the business
Review the current position, existing work, constraints and opportunities. Establish the question worth answering and the scope of the engagement.
02
Develop the strategy
Connect the category, buyer, offer and economics. Examine alternatives and work through the implications of the most promising direction.
03
Translate and advance
Develop the agreed commercial assets, decisions and next steps. Where ongoing advisory is appropriate, continue refining the work against live opportunities.
What the engagement can produce
Thinking that becomes
something you can use.
The outputs follow the opportunity. An engagement may include:
- A category direction and positioning narrative
- An offer, pricing structure or revenue model
- A commercial proposal or enterprise presentation
- A licensing, partnership or expansion strategy
- A leadership workshop and agreed strategic priorities
- An activation roadmap and ongoing decision support
We agree the scope, deliverables, investment and working arrangement before the engagement begins.
The experience of the work
“Encounters that genuinely alter the way one thinks are exceedingly rare; ours was one of them.”Michael Wellons
Choose your starting point
A way in that fits
the work in front of you.
Private strategic engagement
A significant opportunity.
A personally shaped engagement.
Share the context and where you would value my involvement. We can then establish whether the right next step is a focused project, a working session or an ongoing advisory relationship.
Watch / A different way to begin
A defined starting point
Category of One
A personally developed strategy, private video or audio explanation, detailed PDF and one-to-one conversation. Includes access to the Category of One Library.
$400 USD · Delivered in 48–72 hours.
Full refund guarantee.
Watch the interview · 11 minutes
For your team or audience
Workshops & keynotes.
Bring creativity, strategic thinking and fresh possibilities into a leadership meeting, company event or focused team workshop.
Explore themes and formats ↗