Paddlers
Construct your Category of One — with deliberate, expert guidance. A guided engagement to discover, define and build the position your business can own.
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Who it’s for
- Businesses that understand the problem and need help finding their actual CO1.
- Owners who’ve done the Book, Workbook or Masterclass and are ready to build, not just learn.
- Teams ready to commit to a specific market position and test it properly.
Where you’re likely stuck
You know you need a Category of One. You don’t have one defined yet — and guessing at it alone hasn’t worked.
What it addresses
- Who your Category of One is for, precisely
- What it stands for, and why the market should remember it
- Testing the position against real competitors and real customer language
What you leave with
- A defined, pressure-tested Category of One
- The language to express it consistently
- A clear brief for how it should show up across the business
- Structured working sessions with a CO1 guide over several weeks.
- Real market and competitor input, not theory alone.
- A final, tested Category of One definition and expression brief.
Paddlers constructs the position. It does not implement or embed it across the whole business — website, sales language, customer experience and team alignment are the work of Crew.
Paddlers follows the same sequence used to define Okoma’s front door — organising a wide set of real capabilities around one memorable market idea.
Not quite the right stage?
Already have a defined position and need to embed it across the business? Crew is the next stage.
Common questions
How long does Paddlers take?
Most engagements run over several weeks of structured sessions, not a single workshop.
Do we need the Masterclass first?
It helps, since Paddlers assumes familiarity with the core vocabulary, but it isn’t required if the problem is already clear.
What happens after Paddlers?
Most businesses move to Crew to embed the position business-wide, though this isn’t automatic or required.