How often I have seen big ideas and endless requirements without focus on the essential value to the person who is going to buy the product. Besides simplicity my solutions should always creates surprise and fun. Take an example of the business card, the friends and contacts I have hand over the business cards are surprised, would like to play with it and includes minimal information. Which attributes do you identify to your products & services? Also Simple, Surprise and Fun?
By the way, I have already my first customer just because of my business card :D