Sohrab Vossoughi
Sohrab Vossoughi, founder and president of ZIBA Design, has published an article in Business Week on authenticity, with examples from the Umpqua Bank, Starbucks, and the Anthropologie clothing chain.

“Consumers seek meaning and a brand they can trust. They are busy at work on Web 2.0 platforms creating ways to cut through the noise in search of products and services that resonate with integrity and transparency; in a word, authenticity. That quest for authenticity is a call to action for any company intending to be relevant in the 21st century.”

“As the marketplace has shifted, so too must design. A single, beautifully designed product is nothing more than a beautiful object without the focused intent of a company that has taken the time to understand three things: the deep-seated desires of its customers, its own DNA, and the sweet spot where the two overlap.”"

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