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  • Bolt-on
  • No resource for plans
  • Confuses outputs with impact
  • CV
  • No link to research
  • Unrealistic budget
  • Confused audiences
  • Unrealistic timeline
  • Publishing papers
  • No evaluation plan
  • No impact defined
  • Unpurposeful
  • Inappropriate methods
  • No audience defined
  • What’s the actual plan?
  • Too ambitious
  • Media, media, media
  • Content, no promotion plan
  • No sense of scale
  • Academic conferences
  • ‘The General Public’
  • Disproportionate
  • Doesn’t ID obvious partners
  • Empty platitudes