This. And then applicants who tell the reviewers explicitly the information they need using phrases like "this application is innovative because..." tend to be

This. And then applicants who tell the reviewers explicitly the information they need using phrases like "this application is innovative because..." tend to be more successful than those who let the reviewer guess. As is clear in this thread people want bang for their buck. So applications are asked to justify what bang they will provide, and the successful ones tell it.