Maximise operational value.
Thought through product presentation.
Minimise people's expense of time and effort.
Deliver implementation at minimum expense.
Show a clear understanding of the options available.
Navigational choices that make sense on its own.
Expose the main product offering and work with polyhierarchy.
Communicate who you are, what a product is for, show the difference.
Satisfy the need for an understanding of a product existence at first instance.
The less one offers the better and the higher overall value is perceived (more clutter often means lower quality).