糸井重里
When Yokoi designed the original Game Boy, he knew that to be successful, the system needed to be small, light, inexpensive, and durable, as well as have a varied, recognizable library of games upon its release. By following this simple mantra, the Game Boy line managed to gain a vast following despite technically superior alternatives which would have color graphics instead. This is also apparent in the name (conceived by Shigesato Itoi), which connotes a smaller "sidekick" companion to Nintendo's consoles.