It’s an interesting post. The aim is how to write a tweet.
He gives five revisions and shows how to improve communication with little changes.

I really appreciate his ability to precis: text is a UI.
Yes it is.

Let’s move by "writing" to "designing" text.

Eric is a great consultant and an experienced content strategist.
I appreciated #1 and #20 (first and last, communicative border attraction!).

#4 and #16 are different ways to say the same evergreen thing: inverted pyramid.
#6 and #15 are consequences of fast read (scanning) practice (#5).
#3 and #14 are about vocabulary use.
#2, #9, #10 and #13 are a warning: be brief!
 

He used the most of the item to say: be coincise.
It’s funny!