The Big Lie You've Been Fed
And You Believed It.....
You’ve been told to sell value.
To fix your offer.
To align with needs and desires.
But none of that is why people buy.
You didn’t buy your last car, shoes, or online course for value.
You bought because of an idea — even if you couldn’t explain it.
This book + audio file breaks that illusion.
And shows you how to sell what people actually pay for.
The Most Brutally Honest High Ticket Advice
The Novelty Principle™
A Novelty Framework that creates the single Power Pivot that can dramatically, instantly, and permanently amplify the profit performance of your entire sales and marketing effort.
AS SEEN IN
A strategic lens that shows you how to shift perception —
so your offer is no longer just valuable,
but a pioneering idea no one else owns.
This is not public content.
It’s private intellectual property — developed behind closed doors over 25 years,
now made available only through a limited-access discovery format.
Here’s what you’ll discover inside →
✓ How to make the single strategic shift that triggers 100X ROI potential
✓ How to reposition your offer as a pioneer invention, not a commodity
✓ How to radically improve the effectiveness and ROAS of your online campaigns
✓ How to have a flood of prospects lining up in your inbox?
✓ How to have a flood of prospects lining up in your inbox?
✓ How to become the owner of unique IP that commands top-tier valuations
✓ How to increase your probability of profit-maximization to near zero-risk
✓ And finally — how to crack the online sales code without chasing trends or funnels
Listen to Chapter 0:
Why Value Doesn’t Sell — But Ideas Do
You’ve been told to “sell value.”
You’ve been told to “fix your offer.”
But what if that’s the very thing holding you back?
In this short audio preview, you’ll hear the brutal truth that flips the script — fast.
▶️ Hit play to listen. No fluff. Just a breakthrough.
If 5 minutes can change your thinking…imagine what the full system can do.
✅ 75-Page Book • 🎧 8 Audios • 📊 3 Diagrams
Brutal Truth. Can’t unsee it.
Aria Valdez, Executive Coach & Author
Oh F*ck Moment
— Andre Thompson, Founder, Launchwise.io
This Is It !
— Maya Chen, Strategic Copywriter & Funnel Architect
If The Checkout Is Not Loading Below You Can Click Through For The Checkout Page
Introducing: The Novelty Principle™
The Novelty Principle™ is a powerful book + audio system that gives you the clearest lens ever created to help you stop selling value, and start selling the one thing people actually buy: ideas.
Whether you’re a coach, consultant, expert, creator, or online entrepreneur — this will change the way you structure your entire business.
What You Get:
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The Full 75-Page Digital Book (instant download)
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8 High-Impact Audio Tracks you can listen to anytime.
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3 Visual Diagrams to guide your thinking — The Ladder of Novelty™, The 5 Elements of Novelty, and the PIE DESKS™ System
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A Private Framework that can be applied to offers, marketing, positioning, and product design
No Unnecessay Log Ins
No Courses
No Communities
Just One Instant Download
Total Game Changer
— Melissa K., Business Coach
Best Thing I Ever Bought
— Rohit A., Startup Founder
The Aha Moment
— Jenny M., Brand Strategist
🔍 What’s Inside — And Why You Should Get It Right Now
This isn’t just a book. It’s a paradigm shift.
If you’ve ever wondered why your offer isn’t selling, or how unknown creators break through while experts stay stuck — this will rewire the way you think about business, forever.
Here’s what you’ll get inside:
Chapter / Audio -1
What People Really Buy
How to stop selling outcomes and start selling beliefs — the way the greats do.
Chapter / Audio -2
The Ladder of Novelty™
How to turn a spark of newness into loyalty, referrals, and fanhood.
Chapter / Audio-3
What Is Novelty — And How You Create It
How to identify and build ideas so embarrassingly simple they can’t be ignored.
Chapter / Audio-4
The Offer Hype Myth
How to stop obsessing over offers — and start building ideas worth offering.
Chapter / Audio-5
Your Knowledge Consumption Is the Problem
How to turn overused information into original intellectual property.
Chapter / Audio-6
What Then Is the System That Succeeds?
How to model success using 34 real-world breakthroughs — and what they all had in common.
Chapter / Audio-7
Create Your PIE DESKS™
How to build your business from one original problem to a complete client-getting machine.
Chapter / Audio-8
Be the Possibility
How to break out of copycat cycles, reclaim your edge, and become the voice others follow.
Each Chapter is Direct.
Sharp.
Actionable.
About Dr Chetan Walia
He holds a PhD in Business Strategy and Creativity—a rare combination that reflects both analytical depth and inventive thinking.
His work has been published by three of the world’s top five publishers—Sage, Springer, and Taylor & Francis—as well as Forbes.
Dr. Walia has served as a faculty member at the University of Bradford, where he taught Management Consulting to both Executive MBA and PhD students.
Over the years, he has acted as a strategic advisor to businesses, and as a consultant to consultants—helping leaders at the very highest level sharpen their thinking, unlock growth, and architect lasting impact.
Thought Leadership
Thought leadership through research 📝: Chetan has made scholarly contributions to journals and academic books, and authored MBA curriculums for Universities.
Thought leadership through client work 📽️: He has consulted with various industries, leaders, and companies around the world, including some of the top brands.
Thought leadership through publications 📚: Chetan Walia has published books in the area of strategy, organisational success, breakthroughs, sales, managerial success, and creativity.
Thought leadership through accreditations ䷪: Chetan is a Doctor of Philosophy and Chartered Fellow CIPD.
Thought leadership through awards 🏆: He has been awarded as Top 100 Leaders in Eduction, Top 50 Thought Leaders, and with Outstanding Leadership Award.
🧩 If You’re Feeling Stuck in Any of These 10 Areas…
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Not seeing enough traction with your offers and propositions
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Not making enough sales
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Not getting adequate ROAS
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Not getting enough Leads
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Not nailing the exact service design
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Not knowing if your offer is right
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Not getting credit from your marketplace
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Not getting recognition from your customers
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Not getting the right marketing assets
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Not getting the right help that knows the right problem to solve
THEN
The Novelty Principle™ reframes that.
It gives you the lens to finally shift how your market sees you —
and when that happens, everything changes.
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More clicks.
-
Better leads.
-
Higher conversions.
-
Premium pricing.
-
Brand gravity.
-
Market buzz.
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And a sense that you’re finally seen as the leader you already are.
Guaranteed
Insights
Within
10 Minutes
You’ve bought value-packed PDFs before.
You’ve taken courses.
But has any of them broken the way you think — in the first 10 minutes?
This will.
You’re one novel idea away.
I want to make this stupidly easy for you.
If you don’t feel this was worth at least 10X what you paid — just email and ask for a refund.
No drama.
No conditions.
Just say: “Didn’t feel worth it.”
And you’ll get your money back.
You’re not buying information.
You’re buying transformation — in the way you think, position, and sell.
This is the most important shift you’ll make in your business thinking this year — or your money back.
Loved it. I didn't want it to end.
— Sophie M., Executive Coach
My favourite - the last chapter. I play it on loop.
— Darren K., Startup Advisor
Brilliant. You did it again Chetan.
— Claire R., Business Consultant
WHY I’m Doing This…
I want you to sell more. Lot's more.
I wan't you to absorb this principle and realise the missing piece that exists in your ambition.
Because when you do, you’ll tap into private services that I offer for creating business breakthroughs.
Yes, that’s my online business. I create products and services that coaches, consultants and B2B businesses might be interested in.
I’m hedging my bets that you’ll love this so much, you’ll ask to try other trainings and services I offer.
Pretty straight forward really.
No Catch.
Own It Now
🎧 8 Audio Tracks
Short, punchy, no-fluff recordings — designed to change how you think in under 60 minutes. Yours to download and keep.
📘 Complete 74-Page Talking Book (PDF)
Formatted and printable — with diagrams, stories, examples, and line-by-line strategy.
🧠 The 3 Diagrams
– The 5 Elements of Novelty
– The Ladder of Novelty™
– The PIE DESKS™ Framework
Special Price: $197 $47
This price will go up without notice
No Unnecessay Log Ins
No Courses
No Communities
Just One Instant Download
DISCLAIMER: The figures stated above are my personal sales figures. Please understand my results are not typical, I’m not implying you’ll duplicate them (or do anything for that matter). Your results will vary and depend on many factors …including but not limited to your background, experience, and work ethic. All business entails risk as well as massive and consistent effort and action. If you're not willing to accept that, please DO NOT GET THIS BOOK.
Copyright 2025 - Chetan Walia All Rights Reserved
No one buys value.
Your Car
Your Home
Your Education
Your Certification
Your Life Partner
Your Kids
Your Last Course
Your Last Book
Your Never Bought Value!
You Bought an Idea
— not knowing if they will be of value
And Ideas Sell When They Are Novel
It Has Never Been About What and How You Can Sell
It's always about
What Makes People Buy
And it’s not value.
It’s not urgency.
It’s not even pain.
It’s novelty — positioned just right.
The more you think about how to create value…
The further you drift from what people actually buy.
They don’t buy what’s true.
They buy what feels fresh — and slightly dangerous to ignore.
Creators Become Owners of Novelty Even if Others Copy
Hormozi owns
The Offer (Value x Time x Effort x Scarcity)
Jay Abraham owns
Preeminence & Strategic Innovation
Tony Robbins owns
Behavioural Triggers (Pain → Pleasure)
Russell Brunson owns
Funnel Mechanics + Stage Selling
Value Is a Threshold, Not a Differentiator
Stop obsessing over value.
Of course you’ll create value.
That’s not the problem — it never was.
You wouldn’t even be trying if you were useless.
You’re not scamming people. You’re not winging it.
You’re bringing transformation, insight, expertise.
But here’s the truth: value is assumed.
Value is the minimum viable presence.
If you don’t have it, no one looks.
But if you only have it, no one buys.
What gets bought is the idea.
What earns attention is the edge.
What creates cash isn’t “what it’s worth,”
—it’s why it feels impossible to ignore.
You’ve already earned the right to be listened to.
But if your idea isn’t framed as novelty,
you’ll still be ignored.
iPhone Doesn't Sell Value
Tesla Doesn't Sell Value
No High Ticket Program Is About Value
Let’s be blunt.
If you think people buy value, answer this:
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Was the iPhone the best phone when it launched?
-
Was Tesla the most reliable car?
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Did you invest in your last paid program for value or idea of it?
Of course not.
You didn’t buy the value.
You bought the idea.
The feeling of owning something different.
The story you tell yourself when you hold it.
The meaning it gives you.
That’s novelty. Not utility.
So why are you trying to sell “value”?
People don’t buy what makes sense.
They buy what makes a shift.
They buy what interrupts their thinking and replaces it with something sharper.
They buy ideas that feel smarter to believe in.
Stop selling features.
Stop selling logic.
Start selling a new frame —
Because that’s what people actually pay for.
You’ve spent tens, maybe hundreds of thousands on ideas.
You justify them with logic.
But you bought them with belief.
If you want people to buy from you —
stop selling the offer. Sell the idea.
If you’re still trying to make your offer convert —
you’re years behind.
Get back to the idea.
You’ve Spent Your Whole Life Buying Ideas. But You’re Afraid to Sell One.
You’ve spent your entire life buying ideas.
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You bought into the idea that school matters.
-
That marriage matters.
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That success looks a certain way.
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That a car says something about you.
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That you’re safer owning a home.
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That the future is worth sacrificing the present for.
You didn’t just buy things.
You bought beliefs.
And you spent everything on them — money, time, trust, identity.
But when it comes to you — when it’s time to build something and sell it to the world…
You start worrying about packaging value.
You start tweaking your offer.
You read about “fixing your CTA.”
Stop.
That’s why it doesn’t work.
You’re trying to sell what no one’s buying.
You’re trying to push value, when everyone’s only ever paid for one thing:
Ideas.
Ideas that spark something.
Ideas that promise change.
Ideas that feel like “if this is true, I need to move.”
If you keep trying to sell value…
You will die broke.
Respected, maybe.
Technically skilled, probably.
But invisible.
The only way out of the noise…
The only way to create demand…
The only way to get paid at the level you deserve…
Is to craft novelty.
Not weirdness. Not gimmicks.
But the kind of idea that feels too real to ignore.
Selling Value Makes You Cheap. Even If You’re Brilliant.
Let’s play this out.
When do people buy value?
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During a clearance sale
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When there’s a BOGO offer
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When something’s marked down at the pound shop
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At Costco, when they want 12 of something they barely use
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When they’re trying to save money, not change their life
That’s value thinking.
That’s what you’re aligning with
every time you lead with “value.”
Now ask yourself:
Do you want to become that?
Do you want your work to sit on the shelf of perception next to 2-for-1 deodorants and clearance headphones?
Because that’s where value-based messaging puts you.
And even then.... When people scout of deals....
they buy the idea of a deal
and not the discount
that's why you always end up with more than you need ...
