When you are working on version 12 of your aims page...

• you started with carbon and want to end up with a diamond
• you have great peers, colleagues, mentors, friends, and spouses that provide feedback beyond "looks great"
• you have a great program official with whom you can discuss science
• you really need that grant
• you started (for once) early enough to write a great grant
• life has humbled you enough that you now that your first draft (or ten drafts) always suck(s)
• you appreciate the challenge
• you have reviewed enough grants that you know (almost) only the aims page matters