I changed everything content-wise both times, but this time I spent even more time choosing a topic of study, and I also changed my approach in general. Re topic, I learned this time that the right study topic will do half the work for you...I met with one of my interviewers a couple weeks after the interview and she confessed that there were parts of the interview I didn't do so hot on, but that they wrote me a strong rec. letter anyway because the proposal idea 'just made too much sense' to turn down. As for approach, as a student you get used to having applications be about selling yourself and your credentials, but that's where I realized I went wrong the first two times...the Fulbright committees don't care how great you are, they wanna know why they should care about your proposal here and abroad, and why you're the best person to facilitate the intercultural conversation your study topic is aimed at starting. I know that sounds obvious, but actually approaching the application from that angle is easier said than done, or was in my experience.