From the article:

Just describing something cool will work, but you can also provoke the reader’s curiosity. And you can do that by drawing their attention to a gap in their knowledge: describing a problem they don’t know how to solve, or pointing out an anomaly. When you have created an itch, by provoking a response like “huh, I never thought about that”, you can then bring the reader along in an exploration of the topic, where you try to understand it together, in the original Montaigne⁠ sense of “essay”. (This “create a need and resolve it” scaffolding is a mainstay of the ⁠“classic style”⁠.)