To remind me of the importance of top of mind positioning this happened: my iPhone died. I expressed my anguish about the situation on Twitter (pathetic, but useful). Rudo Menge read it and offered me to use his old iPhone. As a result of this I had a top of mind position in his head when it came to a project he was asked to pitch for together with Martijn Halie of Pek & Veren fame. So we had a nice morning brainstorming (yes, I know it rhymes) and came up with a pitch for Drents Archief. 7 days later we pitched our idea. 1 day after that we got the call: selected unanimously. Can I get a oooh, oooh?