1. People Buy Ideas, Not Value
Value is rational.
Ideas are emotional, psychological, and perceptual.
Ideas create meaning — and meaning creates demand.
2. Demand Requires Novelty
The market ignores what feels familiar.
It pays attention to what feels different.
Novelty = the engine of desire.
3. Don’t Invent Desire — Discover It
Your market already wants something.
Your job is to identify, articulate, and elevate the underlying desire they haven’t yet named.
4. Words Decide Everything
People meet your language long before they meet your value.
If the words aren’t differentiated, the value never gets a chance.
5. Mindset Breaks Plateaus
Breakthrough results require a different mental model.
Plateaus exist because thinking hasn’t changed.
6. Breakthroughs Come From Intellectual Advantage
Your biggest strategic unfair advantage is the idea behind your work —
not the work itself.
One Thought to Take With You
Before the market buys your offer,
it buys your idea.
And if the idea doesn’t feel new,
demand won’t form.
Explore More
For deeper insight into demand creation & novel thinking:
👉
https://demandfactors.com
Want to become a Category of One?
👉 https://chetanwalia.com/co1
