One of my favourites to introduce non-gamers to something other than mass-market boardgames.
The collaborative aspect makes it so the shy folks and the competitive ones can both enjoy the game simultaneously.
It's easy enough for kids to understand, but complex enough to be challenging, without being soul-crushing.
The design of the "board" is just simple and elegant.
I mean; it won Mensa Select... that's all you need to know.