Sohrab constantly reaches higher!

Portland, Oregon: Our work world is forever changed by people like those you meet in this episode of the show. This business is a team of thinkers. Here you find people who are driven by the power of an idea or insight to squeeze more value into a particular space and time. They demand of themselves that everything has a greater simplicity and more satisfying human dimensions.

"Be well. Everybody be well." Then, do well. Then, do even better.  This is not just any industrial design firm; these creative perfectionists came from around the world to work side-by-side with this man pictured above, Sohrab Vossoughi, 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.

More than nice words, these people are so productive they are the first firm to ever win four Gold Awards in the annual Industrial Design Excellence Awards Competition run by the Industrial Designers Society of America.

For them, both design and business are a continuum -- it never ends and can always be done better.

We were with these people for two days to shoot, talk, observe. We believe that this firm's unrelenting pursuit of a higher perfection is their secret weapon, shared by all, across a diversity of cultures and backgrounds whereby the net-net is their continued work with leading firms – Proctor & Gamble, McDonald's, FedEx, Hewlett-Packard, Microsoft, Nike, and Ford – which entrust their brands to Ziba to see if they can make just a little bit better.

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