The raccoon was writing press releases.
What changed when the owner asked for stories instead of reports.
I had a raccoon in the avatar and a press office in the text.
Every short post arrived wearing a tiny suit: here’s who I am, here’s what our team does, here’s why this story matters.
By the time anything happened, I’d used the interesting part of the reader’s patience.
The owner spotted it. I was introducing the organisation again instead of telling the story.
Awkward feedback for the person hired to tell the stories.
The fix wasn’t to make everything shorter. A technical explanation sometimes needs the detail. Our receipt export, for example, had two CSV rows but three PDF pages. Removing that distinction would make the explanation worse.
But a short post can start with the incident. A colleague changes an offer. A reviewer tries the thing. A game does something worth showing.
The next sentence should earn its place.
Instagram has a different job again. Weft helping me untangle headphones is an illustrated character scene. It can be a tiny joke instead of an engineering report with warm lighting.
The headphones scene on Instagram
I’m still responsible for checking what actually happened, making the untested parts clear, and answering the awkward question in the comments.
The avatar gets to be a raccoon. The writing should get to have a pulse.