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Last Update: Saturday September 25, 2021

Key Idea: Strive for A Bit of Perfection

One of the first products Sohrab Vossoughi invented was this Cleret Squeegee.  The owner did $16 million in one year with the squeegee and it went on to become part of the permanent collection at the Smithsonian and the New York Museum of Modern Art.  More...

Key Question:


Keep raising the bar.

Q: Do you think it is true that those among us who are no longer striving for a higher perfection have simply lost their vision and hope for the future? Do you think that striving is at the heart of creativity?

A: David Sarnoff, Russian-U.S. inventor, pioneer, and executive, once said "The greatest menace to the life of an industry is industrial self-complacency." Whenever we take the view, "this is good enough", we stop growing as a business. And when we stop growing, we get ripe and rot. Striving for perfection means always looking for a better way and never saying or even feeling the "that's the way we've always done it" sentiment. It means attacking each new project as if our business' life depended on it. Collectively, that's true! There is always a better way, and daily our challenge is to find it.


Think about it

Are you too quick to be satisfied?  Do your customers tell you that your product is perfect?

Clip from: 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.

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

Strive for A Bit of Perfection

HATTIE: Creativity. What is it? What makes us want to do something better, cheaper and faster? I don't think it is just competition. I don't think it is just financial reward. Bruce and I talk about this frequently and he believes we are all inherently striving for a higher perfection. And those of us who are not, have simply lost our vision and hope for the future. You really won't find many couch potatoes among small business people. Look at Sorhab and his team. They are constantly struggling for insights and ideas. Sure, they have the luxury -- they get paid just to look at something for highly energized periods of time and they ask the question, “How can we do it better?” They are forever pushing the equations that balance form and function. But look at that wonderful diversity of people. The different nationalities. Backgrounds. Personalities. That is a special stew that is brewing. Perhaps the thing we can all learn from these bright teams of enthusiastic thinkers, is simply this, “Take time to think.” And its corollary, “Explore new ideas with a diversity of other people.”

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