Scoble is telling you what he wants to see before you show it to him and hope he writes about it, but that's literally miles away from where a startup first gets off the ground. Before even talking to Scoble, a startup should have come up with the idea, have built a first version, launched as early as possible (but only after what you have is better/more useful than what is currently out there), found a core group of…
Don't try if you look less sexy than XYZ is NOT the way to go. Every startup has different dynamics. For some design is core for others timing might be.
Scoble is a tech blogger he hardly knows anything of startups. Oh wait, he never had one! There are just too many moving parts to declare why a startup failed, Scoble is the last person I'd ask what those parts are.
Shipping stays at top. No matter what. Even if startup fails, learning is priceless.