"Everybody often starts by talking about themselves. 'Hi, our name is this, we do this and we have done that for 10 years...' I'm sorry, but nobody cares."
"Make sure your entries present a story that is easy to read and digest. Be clear on the problem you're trying to solve and the solution you're proposing. Explain it as if you're explaining it to someone who has no understanding of the category or the project."
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