"Simplicity is the ultimate sophistication"
I think simplicity is the most important of all the goals on the list to focus on because it is a way to accomplish so many goals by focusing on a single idea.
Simplicity means innovating on existing platforms because it's simpler to improve what's already there than to bring in new tech.
Simplicity creates transparent tech - if it's simple, it should be easy to understand.
Simplicity is inexpensive.
Simplicity means listening to people and not fighting culture.
Simplicity can be a way to achieve almost, if not all, the secrets of social innovation.