Inky Impression 7.3’’ with pi zero WH problem

I have recently purchased Inky Impression 7.3’’.

I have plugged into pi zero WH see photo (all pins are inserted).

I have I2C and SPI enabled.

I have run a full install from curl https://get.pimoroni.com/inky

Running python 3.9.2
from inky.auto import auto
display = auto()

returns
RuntimeError: No EEPROM detected! You must manually initialise your Inky board.

Am I doing something wrong?

I dragged and dropped photo in initial message but it doesn’t show the image (and tried again with a thumbnail).

What the photo would show is the pi plugged into the back of the Inky Impression with the power supply at the bottom as you look at the inky board.