Simplicity - another pink trait - Colin Henderson

It has to pass the elevator test. Thats why no-one trusts cell phone companies, cable companies, or banks. Ask them in the elevator, "what do you offer" - you would need to be in the elevator climbing the Dubai Towers and still you wouldn't get it by the time you reach the top.

Ask someone from McDonalds the same question in the elevator, and you will know the answers in 15 seconds.

Simplicty, and clarity are tests of Pinko success.