May 27, 2022

Nothing gets past Ebun

Compare these two tweets from Accenture.

"Becoming a business of experience requires a mindset shift with a holistic focus on the full customer journey to drive growth."

Now let's look the other:

"Nothing gets past Ebun"

Two tweets by the same company. Two attempts at communication. One is clearly more successful.

The second one is more compelling because its centered around a person: Ebun.

People just find people interesting.

Conversely, the first tweet is opaque.

It lacks meaning because our brains find abstract information harder to relate to than the lived experience of a fellow emotional being.

...

This example came from Will Storr's storytelling course https://www.section4.com/courses/superpowers/storytelling-sprint

I found the original Ebun tweet here, looks like Accenture deleted the first tweet https://twitter.com/Accenture/status/1465334741473931273

Josh

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