At our last company, we developed a tool, in 2003, that made it very simple to put images onto payment cards. The software ran in Flash and was extremely straight-forward.

Over the next near-decade, we continually innovated and came up with new ideas around how to improve the experience. We also worked closely with our clients (banks) to create a unique experience for their customers that fitted their brand. We learned a vast amount on the back-end and we became the go-to company globally.

It was only at the end of the day, when we finally exited, that I realised the consumer interface of our core product (other than now being in HTML5) was pretty much the same as the version I had screen-shot when Tom first created a demo.

My point is that sometimes, its better not to add features, sometimes, less is just better.