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If you can say yes to this question then you are probably very good at solving problems.

Q:  We grow up learning the basic comparative analysis -- good, better, best -- but what is the best? Can anything ever be perfect?

Sohrab would answer, "No, you know it can be done better". At Ziba, they challenge themselves to constantly take the next step on the road to perfection. Just as they know it will never be perfect, they know they can always do better. In all of science there are three conditions that define the continuum of perfection. The first is to understand what creates order and then discern how. We look for the continuity conditions. The second is to grasp the real relations and we look at the symmetries. The third is to grasp what is happening in real time, the dynamics of the moment, and we look at the potential for evolving harmonies. Along that continuum, the possibilities approach infinity for higher perfections. Or, as Mom always said, "there is always room for improvement".

Think about it

Is your business the best that it can be? Is it getting better with every product or service it delivers? Have you created an environment in your company where your team constantly strives for perfection?

Ziba Design, Inc.

Sohrab Vossoughi, Founder, CEO

334 NW 11th Street
Portland, OR 97209

Visit our web site:

Office: 503.223.9606

Business Classification:
Design, Invention,

Year Founded: 1991

HATTIE: Hi, I'm Hattie Bryant. What is it within us that pushes us to reach for the stars? Is it money? Fame? I don't think so. On this television show you hear a lot about bringing ideas from mind to market. Well, today we go into one of the best industrial design firms in the world. A hotbed of creativity. A wonderful melange of personalities and nationalities; they reach for a higher perfection and get there. They may call it visioneering. I rather think it's the soul of the American economy.

Did you ever wonder where all the gadgets and gizzmos we use every day come from? We'll show you. Let's go to Portland, Oregon to meet the rock star of industrial design. The place is called Ziba Designs and the founder is Sohrab Vossoughi.

SOHRAB: Design is a continuum. It never ends, you know, once you do something, you know it can be done better.

SOHRAB: We are a brand consultancy and our expertise is product development ... developing brands in the dimension of spaces.

Solve Problems with New Thinking

Sohrab Vossoughi says that there is a solution to every problem.     More...

Episode Overview - Ziba Design - Be well. Do it well. Then Do It Even Better.

Sohrab Vossoughi and his people seek a higher perfection.

Portland, Oregon:  "Be well. Do it well. Then, do it even better"  drives this industrial design firm. These creative perfectionists have come from all over the globe to work side-by-side with this man pictured above, Sohrab Vossoughi.  They want to be part of a team that can make a difference in this world and in their life.

"Strive for simplicity, innovation, human-centered interaction, visual interest, and efficiency." This is the calling card not just of a design firm; it is a calling card for all businesses for the future.

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