Some points of reference from the next Web 2.0 keynote by Jason Fried of 37 Signals

• Software business is a great place to be.
• You can build anything you want. All you really have to it type, it’s not easy to do, it’s just not that hard to do.
• Change is easy, cost is cheap in relation to physical objects.
• You can build it anywhere.
• Software doesn’t have the same kind of feedback as physical objects.
• Visually we can determine good verses poor design (e.g. a bottle of water or a remote control).
  It doesn’t have edges, size or weight. It just expands, continues to expand and this is bad.
• What would your software be like if it was physical?
• When you say yes to too many features you end up with Homer’s car.
• The goal should be simple, clean, elegant and streamlined.
• Once you hit bloat, it’s too hard to go back.
• Listen to customers, but don’t do everything as they say. Think of yourself as a curator.
• Make your software a collection, not a warehouse.
• You don’t need to have everything in the world.
• You need a few solid features.
• Real work is hard, imaginary work is easy.
• Tell the people that want to have new features, to build them. Attach real costs to any requests.

The DNA of your company has to able to say no.