well i went through it according to the books and CIRCLE method, but to my detriment, I tend to brainstorm out loud.. which is what i thought they want- they don't.. they want you to be quiet and think and then respond. its my nature, and why i failed several years ago too.. however, one question seemed minor.."can you think of any other features that would be non-app based".. and i had some ideas, and moved on.. But apparently, not exploring that by not being creative enough was enough to have me passed over (which is sad because i actually made it two interviews 6 years ago). However, when i wrote my feedback before getting the rejection call, I did make a mention of several points that i wanted to add to, and my mannerisms of being chatty at 6.30am with no coffee)-- regretfully that wasn't taken into account (i felt i did ok, but was reflective of how i could have done better...). So whilst i got good feedback for other aspects, its seems that you need to excel in everything, so naturally i'm disappointed.. plus, there are 7 interviews.. i dread to imagine getting to 6 of them and then failing for something else. But i'm still trying to figure out how to have answered that particular aspect in a better way-- so maybe that part of my brain is missing.. it feels like you're asked to be extremely creative whilst being very exacting and precise in your communications/brainstorm.. a very fine line to walk.