#1. Don’t worry about industry review. Have relentless focus on the fans/customers. Praise in trade magazines or getting awards means nothing unless your customers love you.
#2. Make products for your customers. Keep it simple. & Like Steve Jobs: start with the customers and work backwards to the product.
#3. Make it memorable. Eleminate what isn’t adding value. Define the “chorus” of experience that customer will remember most.
#4. Don’t “innovate”. Understand your customer and consistently give them what they love