It's true though. You need an idea that sounds sexy and a lot of hyperbole about the impact of your research, in particular with EU funds. Applications generally MUST overhype their impact , because there is a lot of competition , often because the guidelines encourage it, and because there is no restriction on making unrealistic claims. The application, the interview, the pitching, the networking, it all matters. And over the years EU funding by the ERC has adopted the processes of tech startups and VCs (pitching etc). So whatever works with hustling entrepreneurs works with researchers.