founders paras chopra, chapter by chapter
27. Every New Product Competes with Instagram
Marketing competes with everything a customer would rather give attention to.
Customers do not compare a message only with rival advertisements. They compare it with work, friends, entertainment, and the endless feed already occupying their attention. Most promotion is filtered out as interruption, so reach alone does not create memory or action.
Paras’s MER frame asks marketing to supply motivation, emotion, and repetition. Reach people when the problem is relevant, make the message worth feeling, and repeat it enough to be recalled at the moment of need. The communication itself should benefit or delight the audience rather than demand attention by force.
Original sketch and model by Paras Chopra. Read the source chapter.